The Polish media market underwent a significant transformation after 1989, with state media, including Telewizja Polska (TVP), at its core. Over the years, changes in the legal system, audience expectations, and growing competition from commercial stations have influenced TVP’s  operations. This article examines the evolution of public television in Poland, considering cultural and technological changes. Additionally, it includes a case study focusing on TVP Kultura, exemplifying a thematic channel fulfilling the public television mission. Through a literature review and audiovisual analysis, the article attempts to answer how the transformation occurred in the Polish television market and the position of TVP within it. The research aims to identify development strategies and how Telewizja Polska maintains its presence in the media market.

The aim of the study is to assess the possibilities of using influencer parenting in the brand communication activities on the Polish market and it’s impact on the decision-making process of future consumers. The subject of the study was to analyze the use of social media, mainly Instagram in managing the image of the child, as well as cooperation of parenting influencers with campanies. This publication uses one method of qualitative research – a case study of specific brands – with analysis of collaborations undertaken by selected influencers. The study found that parenting influencers relatively often share the image of a child when creating promotional content. The literature used includes scientifics publications, online articles and legal acts. Publications and documents contained a detailed description of selected issues, were also an inspiration for the considerations and research contained in this study.

The aim of this paper is to study is to explore the utilization of protest as a crisis management strategy, using the “Media without choice” protest action of February 10, 2021, as a case study. As part of the protest, media and advertising organizations in Poland suspended their activities for one day in response to the announcement of a draft law imposing a new fee on entities broadcasting advertisements. The research aimed to provide a detailed analysis of the actions of media organizations during the protest. Open-ended interviews and analysis of existing data (including press information and the draft law) were used to collect data. The research results indicate that the chosen form of protest proved to be an effective crisis management tool due to the utilization of the characteristics of the media market and the unprecedented nature of the event. The case study also allowed for the observation that achieving the intended goal was possible thanks to the cooperation and solidarity of media organizations that compete with each other on a daily basis.

The article aims to show the importance of media volunteering as a form of management in the media and media. The analyses focused on discussing the essence of volunteering, identifying characteristics and areas of activity, and then attempted to define the concept of media volunteering based on the criteria adopted: content of the message and level of involvement of the media organisation. Hence, the fundamental questions were: what determines media volunteering and what is its practical dimension. In search of answers to the research questions constructed in this way, analysis of the content of the materials found, netography, analysis of the content of the content were applied. Based on the accumulated knowledge, conclusions were drawn. The publication has a contributory dimension. The idea of writing this article was born as a convention of the ongoing analysis of volunteering in the context of sustainable development.

The development of new media and digital technologies is transforming everyday life, creating a dynamic and diverse culture of innovation. This has become an integral part of our daily existence, revolutionising the way we engage with culture, transforming us from passive recipients to active content creators, and blurring the traditional boundaries between broadcaster and audience, thereby challenging the notion that the broadcaster and audience have fixed roles that cannot intersect. Consequently, a shift in approach to new media as a space for culture and digital technologies for its creation becomes necessary. The role of the audience in culture is changing, linked to their participation and co-creation of cultural content. The issues concerning the audience’s role, its impact on the creation of new works or cultural events, and how new media and technologies are influencing the development of the audience have become the basis for conducting a qualitative review of the literature and focusing on understanding these issues in two areas of cultural activity – performing arts and visual arts (plastic arts), seeking examples where these phenomena can be observed. This review is inherently qualitative and selective, presenting examples that illustrate the phenomena mentioned.