“Auschwitz. In front of your eyes” is an application which allows an online virtual guided tour on the former German Nazi concentration and extermination camp Auschwitz-Birkenau. The app uses historical footage, panorama pictures, archival photographs, artistic works, documents, testimonies of Holocaust Survivors, and modern animation. During the online tour, the guide communicates with the group live, and thanks to the application, asking questions is possible. This online platform is a result of collaboration between education, guiding and archive teams from Auschwitz- Birkenau Museum and technology experts. Creators of this project claim that the application helped them implement a digital education program around the world. What opportunities does education conduct offer directly from the authentic Memorial Site? What challenges, risks, and threats does it bring? The author of the article addresses those questions by analysing the narrative line of the online tour in Auschwitz I and Birkenau. He reflects on the meeting of technology and history in a unique museum space. He proposes a plan to research app users.

The maxim: Quod principi placuit, legis habet vigorem, deemed foundational in Roman law, has exerted influence on the evolution of legal systems throughout history. Contemporary considerations prompt an analysis of this dogma in both historical and current political contexts, the latter discerning sovereignty in the voice of the people and democratic structures. The author posits that, instead of solely adhering to historical interpretations, scrutiny of this principle is warranted from the perspective of dynamic communicative processes and media. Undoubtedly in the era of Marketing 5.0, the viewer/reader/consumer of online content becomes a peculiar sovereign, possessing not only significant evaluative power but also the potential to influence a paradigm shift.
In today’s world, the consumer of online content plays a decisive role, imposing styles and narrative preferences on the content creator. Recognizing this, brands actively strive for content personalization, seeking alignment with the variable tastes and needs of the audience. This fact alone inevitably gives rise to numerous challenges, including the loss of control over the communication process and the necessity to consider various parameters effective in capturing the consumer’s attention. In the face of this dynamic context, the question arises: what are the consequences for communication and marketing strategy posed by emerging phenomena such as zeroculturality? Will the observed trends of selective identification with specific demographic, linguistic, or cultural traits among audiences in recent years impact the future shape and efficacy of brand communication?
The aim of this article is to draw the reader’s attention to a new phenomenon observed in the public sphere, which is highly likely to impact the mechanisms of political and business communication with audiences. The author identified this phenomenon during her research and provisionally named it “zeroculturality.” The results of the observations, which are discussed in detail in her monograph, will be presented here in a condensed form necessary to lay the foundation for further considerations. Zeroculturality refers to a growing trend in which traditional cultural boundaries and identifiers become increasingly fluid and fragmented, leading to a more individualized and less culturallyrooted form of identity. This concept may prove crucial for understanding how some contemporary audiences analyze content, and thereby assist brands and political entities in developing more effective communication strategies based on content targetting.

This study investigates the relationship between sociodemographic factors and media literacy in Nigeria, focusing on news consumption behaviours. With a sample of 104 Nigerian citizens, the research adopts quantitative technique and sociological survey method to explore the role of variables such as age, education, socioeconomic status, and geographic location in shaping media literacy. The findings reveal significant disparities in media literacy levels, particularly in how different sociodemographic groups engage with digital and traditional news platforms. Younger participants and those with higher educational backgrounds demonstrated higher media literacy, while those with limited access to technology struggled with critical news assessment. This study contributes to understanding media consumption patterns in Nigeria and provides valuable insights for policy interventions to improve media literacy across diverse populations.

This article examines the phenomenon of rebranding and its impact on consumer attitudes and opinions. Today, many brands seek to adapt to changing consumer preferences by modifying visual elements, values or style. Despite the success that some changes achieve, many rebrands also contribute to the demise of the brand. Both quantitative and qualitative research was conducted to assess the impact of rebranding on consumer behaviour and opinions. The subject of the analysis was the introduction of a visual rebranding of the Danio brand, the decision of which was to remove the existing brand symbol and introduce new product packaging. The analysis showed that the rebranding had a negative impact on product recognition and was ineffectively communicated to consumers, being an example of a failed rebranding.