Magdalena Pataj

Nudity in Social Campaigns in the Light of Attention Economy

This article offers a quantitative analysis of social campaigns showing naked bodies, with the focus on what social problems are portrayed with the use of nudity and whether the images of nudity are of a direct or indirect character. Other questions posed in this article are whether nudity has a gender, what does it symbolize and what associations does it generates in the recipient. My research shows that nudity (primarily female nudity) is deployed in campaigns of a wide thematic array and is endowed with various meanings.

Social campaigns promoting health in Poland – case studies

In spite of the short tradition of social marketing in Poland, it is possible to find its traditions in the idea of the health promotion. Promoting health behaviors, persuading to change lifestyle, more frequent preventive examinations and above all increasing the knowledge and the health awareness of Poles are the main objectives of social campaigns involved in communication about health. The problems most frequently taken: cancer, civilization diseases, risky sexual behaviors. Most of the campaigns aimed to increase public awareness of specific diseases, so that the recipient was aware of the need of the control tests, symptoms of illness as well as the possibility of curing. The study reveals the importance of changing the language used in the context of a particular disease, underlining the benefits of pro-health attitudes, and innovative approaches towards the recipients.

 

Celem artykułu było określenie, jakie postawy wobec szczepionek przejawiają użytkownicy sieci w dobie pandemii. Przyjęto, że działania internautów mieszczą się w założeniach o aktywności użytkowników mediów, memy internetowe zaś są jednym ze sposobów manifestacji stosunku nadawców do określonych kwestii. W artykule skupiono się na teoriach aktywnego użytkownika mediów, przybliżono także zagadnienie memów internetowych jako kluczowej jednostki w prowadzonym badaniu. Materiałem do badań były komunikaty opublikowane na portalu Demotywatory.pl, które poddano analizie zawartości. Zebrany materiał podzielono ze względu na związek z koronawirusem. Następnie poszukiwano odpowiedzi na pytania o postawy internautów – czy są zwolennikami, czy przeciwnikami szczepień, skupiono się także na wydźwięku poszczególnych przekazów. Uzyskane wyniki pozwalają na określenie stosunku wybranej grupy do problemu szczepień, uświadamiają ponadto, że często kwestie zdrowotne są przyczynkiem do szerszej dyskusji (krytyki) na płaszczyźnie komunikowania politycznego.
 

The Attitudes of Internet Users to Vaccines During the Pandemic on the Basis of Selected Memes

The aim of this article is to discuss the attitudes exhibited by internet users to vaccines during the pandemic. It is assumed here that the activities of internet users fall within the general category of the activity of media users, while memes are a way to manifest the users’ attitude to specific issues. The article employs the active audience theory and elaborates on the phenomenon of internet memes as a key category of research. The research material comprises messages posted on Demotywatory.pl that are subject to content analysis. The material is first categorized on the basis of its connection to the COVID-19 pandemic. Subsequently, the internet users’ attitudes are determined – whether they support or reject vaccinations – and the implications of particular messages are analysed. The research results make it possible to pinpoint the attitude of a given group to the issue of vaccination. Further, they show that health issues are often a starting point for a broader discussion (and critique) on the level of political communication.

Keywords: vaccines, memes, prosumer, pandemic, health communication.