http://hdl.handle.net/11089/10951 2026-04-05T19:23:33Z 2026-04-05T19:23:33Z Desperak, Izabela http://hdl.handle.net/11089/10966 2018-02-01T11:19:19Z 2001-01-01T00:00:00Z

Stereotypy ról kobiet w reklamie telewizyjnej i praktyce rynku pracy Desperak, Izabela This work concerns issues of women’s discrimination in labour market. Includes description of women’s position in Polish labour market in different aspects: historical, economical, legal and social, especially gendered expectations towards social role. Social stereotypes of women in general and women as employees are important elements of those expectations. They are commonly presented by mass media, especially advertising. This text focuses on presenting the findings of research, described in full in doctoral thesis Stereotypisation of women's role and its impact on discrimination in labour market. The results reveal the role of stereotypes and show their impact on women’s position in labour market and their employment opportunities. The research consists of two projects. Content analysis of advertising (1997) was the first one and intended to research into women’s portrayal in mass media and mass culture. Case studies of womens professional careers, based on interviews (1999) was the second research project, it intended to compare media stereotypes and stereotypes existing and functioning in labour market practice, reported by women and having had impact on their careers. The findings show that media and labour market stereotypes are similar and do play important role in discrimination in labour market. Moreover, working women also reveal stereotypes in their own opinions.

2001-01-01T00:00:00Z Inglik -Dziąg, Dorota http://hdl.handle.net/11089/10960 2018-02-01T11:19:18Z 2001-01-01T00:00:00Z

Role społeczne w reklamie jako przykład psychosocjologicznych uwarunkowań działalności marketingowej Inglik -Dziąg, Dorota The text, concerning analysis of sociological and psychological factors that are present in marketing practice, focuses on the theory of social roles. Social roles and relevant status and prestige are presented as a chain link joining both psychological and sociological factors influencing consumers’ decisions and their behaviour concerning both choice and act of purchasing of a product of some brand. The author’s approach, presenting social roles in the view of system of positions occupied by individuals and their expectations towards position-related behaviour, leads to several analogies with practice of marketing. Television commercials intend to make an impression that a purchase of some product is necessary for a person performing some social role in order to obtain relevant status. That is why people playing for commercials are presented with attributes of performed roles and relevant status.

2001-01-01T00:00:00Z Ferenc, Tomasz http://hdl.handle.net/11089/10959 2022-06-27T09:44:36Z 2001-01-01T00:00:00Z

Etyczne problemy fotografa Ferenc, Tomasz The incorporation of photography into mass culture brought with it a new group of customs and ethical problems. On certain levels, this paradigm shift continues to influence our perceptions of social reality. Taking photos has become a social habit in most parts of the world. Most of us are producers and consumers of great number of photos. We may distinguish four kinds of photography: amateurs-memorial, advertising photography, artistic photography and photojournalism. With the social acceptance of all of these kinds of photography different ethical problems arise. For example, memorial pictures might be treated as representative of a conventional way of thinking one way in which mass society might share a world perception. Compared to the other types of photography, memorial photos operate in safer spheres, areas widely accepted by those involved in the process. Usually these photos are devoted to special occasions, and very rarely are these rules broken. Because of the nature of memorial photography, the ethical problems are different than those connected with the other types of photography. The ethical problems attached to memorial photography are less difficult or complicated than those of the other three types, but deserve equal attention. Often these three types of photos have larger public exposure, such as on billboards, in museums or print media, and therefore they become more deeply incorporated into social reality and raise ethical dilemmas. The reasons and the aims of taking any photos are different, and therefore the ethical problems are inevitably different, and deserve different theoretical explorations.

2001-01-01T00:00:00Z Zimnica-Kuzioła, Emilia http://hdl.handle.net/11089/10958 2018-02-01T11:19:21Z 2001-01-01T00:00:00Z

Widz teatralny - typologia odbiorców sztuki scenicznej i ich dyskursów Zimnica-Kuzioła, Emilia The article concerns the reception of the performance and it attempts to describe the recipients of a play and their discourses. The empirical research on the audience of three plays: Tango by S. Mrożek, Pokojówki by J. Genet and Przemiana by F. Kafka, is the basis for theoretical considerations. Having ninety-five extensive interviews-conversations with the spectators, three major discourses were distinguished: the vital (connected with real life), the critical, and the vital combined with the critical. The first was subdivided into the naive discourse (aspirant), the narcissistic (egotist), and the amateurish (ignorant). The second comprises the integral discourse (statistical spectator), the admiring (theatre-goer) and the poetical (literary man); the third type of the discourse, also called the aesthetical, is represented by a spectator-critic. The analysis of the interviews indicated that the semiotic attitude, which is contrary to Jacobson s poetical function, is prevalent among the spectators. The overwhelming majority of the subjects (87,5%) followed the plot of the play and tried to apply it to reality. Only 12,5% of all spectators limited themselves to the syntactic analysis of the play, and to the description of its formal characteristics. Additionally, it followed that over a half - 61,4% of the average recipients of the performance could be classified among the paradigm of the reception marked by H. G. Gadamer’s philosophical hermeneutics (the vital discourse), and that one which derives from Kant (the critical discourse). Therefore, they represent a combination of the vital and the critical discourse, in other words, such a discourse, which not only takes into consideration the aspects concerning the contents, but also formal characteristics of the play.

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