Vol. 13, Issue 2

2025

Publication date: 2025

Description

The publication of this volume was financed by the Jagiellonian University in Kraków – Faculty of Management and Social Communication & Institute of Culture.

Cover design: Agnieszka Mitoraj

Licence: CC BY

Editorial team

Editor-in-Chief Prof. dr hab. Bogusław Nierenberg

Deputy Editor-in-Chief Dr Anna Modzelewska

Editor of Issue Lucyna Szot

Issue content

Wstęp

Lucyna Szot

Media Management, Vol. 13, Issue 2, 2025, pp. IX-X

https://doi.org/10.4467/23540214ZM.25.007.22127

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Aksjologiczny wymiar bezpieczeństwa informacji w prawie pracy

Janusz Żołyński

Media Management, Vol. 13, Issue 2, 2025, pp. 67-80

https://doi.org/10.4467/23540214ZM.25.008.22128

In each of the areas of widely understood labour law (individual, procedural and collective) – access to various types of data or information implies various phenomena and events, which results in the necessity to secure and protect them. The following considerations are devoted to this issue, in a synthetic approach, as an analytical approach would even require a monographic study. The following normative analysis focuses on the information space of individual and collective labour law, excluding procedural law. The study in the form of a legal commentary proves that the issue of research into the category of broadly understood security (including information security) should constitute an important area of exploration for social sciences, such as social communication and media sciences, the sphere of information management and legal sciences, including labour law.

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Postulat informacji wartościowej a problem deprecjacji zawodu dziennikarza telewizyjnego programów informacyjnych

Piotr Czyszkowski

Media Management, Vol. 13, Issue 2, 2025, pp. 81-96

https://doi.org/10.4467/23540214ZM.25.009.22129

Information is one of the most valuable resources in the 21st century. Market competition among traditional media and the development of social media lead to an overproduction of irrelevant information and, paradoxically, to the marginalization of valuable information, which is one of the most important tools in the fight against disinformation. The antidote to “information breathlessness” could be professional journalism. The problem, however, is that the profession of journalism in Poland is undergoing a crisis related to both the image of the media, especially the public media, working conditions and salary levels. Moreover, journalism is no longer a socially recognized profession. The purpose of this article is to analyze the phenomenon of depreciation of the profession of television journalist, to identify the causes and processes leading to it, and to determine the potential impact of this phenomenon on the quality of information. Special attention will be paid to the economic dimension. The results and conclusions presented in the article are the result of a broader empirical research conducted from October 2020 to June 2023 among journalists of the Regional Branch of Polish Television S.A. in Wroclaw. The research was undertaken at the Institute of Political Science of the University of Wroclaw.

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Marketing oparty na danych. Skuteczność i percepcja algorytmów predykcyjnych wśród konsumentów

Tomasz Kliś

Media Management, Vol. 13, Issue 2, 2025, pp. 97-115

https://doi.org/10.4467/23540214ZM.25.010.22130

The article focuses on the role of predictive algorithms in data-driven marketing and their ability to anticipate consumer needs. The main objective of the study was to examine the effectiveness of personalized marketing content and assess the impact of predictive technologies on purchasing decisions and customer loyalty. The research addresses a knowledge gap concerning the synergistic use of various predictive techniques within integrated marketing strategies. A mixed-method approach was applied, combining a literature review with empirical research based on an online survey involving 200 respondents. Statistical methods, including correlation and regression analysis, were employed. The results indicated that content personalization significantly influences purchasing behavior and consumer satisfaction. A positive correlation was also observed between online shopping frequency and the perceived accuracy of product recommendations. The article additionally considers the ethical and regulatory context of using AI in marketing, emphasizing the need for further research in this area. This study presents an interdisciplinary perspective, integrating technological, psychological, and legal aspects in the analysis of modern marketing strategies.

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Teoretyczne podstawy zarządzania wizerunkiem organizacji

Żanna Osikowicz

Media Management, Vol. 13, Issue 2, 2025, pp. 117-130

https://doi.org/10.4467/23540214ZM.25.011.22131

The organisation’s image influences the acquisition and maintenance of a strong position on the market, and its skilful and effective creation is a consequence of market analysis, proper selection of methods and tools, building relations with the external and internal environment. The article discusses issues concerning the notion of image (including the image of the organisation), brings closer issues concerning the building of image strategies and image management. Due to the multifaceted nature of the problems addressed, the following questions were considered to be the leading ones: What factors determine the formation of an organisation’s image? What elements influence the cultural image of an organisation? In what does effective management of the organisation’s image manifest itself? Answering these questions required the use of the method of desk research, which was preceded by a search of Polish and foreign-language literature. The concept of organisational image management – indicating the fundamental premises – is presented: the organisation’s image is shaped by a number of factors; key factors include the quality of products or services, the way the organisation treats its customers, and the way the organisation communicates with its external environment. The sphere of external communication appears as an important plane of activity for any complex organisational structure. Therefore, it is important for organisations to have an effective image management strategy to control the way they are perceived by the external environment. This analysis proves that without a systemic multi-pronged approach to image creation, it is very difficult nowadays for an organisation to build external relations and achieve market success, as professional communication methods, including those based on digital technology, are crucial.

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Varia

Analiza opinii studentów multimediów i grafiki komputerowej na temat wykorzystywania AI w branży kreatywnej

Anna Lusińska, Ewa Miłoszewska-Podrażka, Krzysztof Becker

Media Management, Vol. 13, Issue 2, 2025, pp. 131-141

https://doi.org/10.4467/23540214ZM.25.012.22132

The aim of this article is to analyze the attitudes of students in the “Multimedia and Computer Graphics” program toward the use of artificial intelligence (AI) in the creative industry. The study examined both the perceived opportunities and threats related to AI implementation in creative practice, taking into account the stage of education as a differentiating factor. The cognitive gap addressed was the limited representation of students’ voices in research on AI’s impact on creative professions. A quantitative method (purposeful sampling) was applied using a custom-designed questionnaire that included closed- and open-ended questions. The study involved 91 first- and third-year undergraduate students (full- and part-time) from WSB Merito University in Gdańsk. Data were analyzed using descriptive statistics and content analysis. The results show a high level of AI familiarity, openness to its use in creative tasks, and differentiated attitudes depending on academic experience. Students expressed enthusiasm about AI as a tool for supporting creativity, alongside concerns about automation, legal uncertainty, and ethical dilemmas. The article highlights the importance of developing education on the critical and responsible application of AI in creative professions.

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Gaming Environments as a Space of Opportunity for Health Promotion among Youth

Piotr Para

Media Management, Vol. 13, Issue 2, 2025, pp. 143-152

https://doi.org/10.4467/23540214ZM.25.013.22133

The gaming environment created an opportunity for many brands to promote their products. Product placement has been a phenomenon for decades, and its mechanisms of action are known and recognized by recipients. However, gaming opens up new possibilities. The time spent watching a filmed gameplay is much shorter than the time spent playing a game. This is an opportunity for multiple and diverse exposure. In this article, based on an analysis of the literature and using own observations, I characterize gaming as a space of opportunity for promoting health among youth.

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Colorwashing jako narzędzie zarządzania wizerunkiem globalnych korporacji w mediach

Hanna Gadziałowska

Media Management, Vol. 13, Issue 2, 2025, pp. 153-176

https://doi.org/10.4467/23540214ZM.25.014.22134

This article addresses the issue of colorwashing as a tool for image management in media, within the framework of sociotechnical theory, highlighting the propagandistic dimension of contemporary corporate communication. It discusses two types of colorwashing: bluewashing and greenwashing – which are particularly relevant in the context of increasing consumer awareness and sensitivity to topics such as ecology, equality, as well human and labor rights. The central research question explored is: How do global corporations use colorwashing in media messaging as part of their branding strategies, and what communication mechanisms allow them to build a positive image despite reputational scandals? The hypothesis assumed that global brands frequently and deliberately use colorwashing strategies to mask inconsistencies between their public declarations and actual organizational practices, employing a wide range of sociotechnical tools. The study applied qualitative content analysis and a case study of two corporations: Nestlé (bluewashing) and H&M (greenwashing). The analysis revealed common techniques such as the emotionalization of messaging, appropriation of symbols, values, and grassroots activism slogans, selective presentation of content, communicative oversaturation, appeals to authority, selective declarations, and the media segmentation of messages. The findings indicate that colorwashing serves not only a branding function but also a misinformative one, enabling corporations to shape narratives around social values without implementing genuine change. The article calls for strengthened media competency and ethical reflection in corporate communication.

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Sprawozdanie z II Międzynarodowej Konferencji Naukowej „Konteksty Polityki Społecznej i Pracy Socjalnej. Polityka – Zarządzanie – Edukacja”

Krzysztof Jurek

Media Management, Vol. 13, Issue 2, 2025, pp. 177-181

https://doi.org/10.4467/23540214ZM.25.015.22135

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Title and imprint pages PDF Contents PDF About the authors PDF

Słowa kluczowe: information security, data, labour law, axiology, information, journalism, television, media, economics, predictive marketing, artificial intelligence algorithms, personalization, consumer behavior, data analysis, image of the organisation, image strategies, image management, external communication, artificial intelligence, creative industry, computer graphics, multimedia, student attitudes, computer games, opinion leadership, influencers, product placement, youth, colorwashing, greenwashing, bluewashing, image management, social engineering

Funding information

The publication of this volume was financed by the Jagiellonian University in Kraków – Faculty of Management and Social Communication & Institute of Culture.