%0 Journal Article
%T Polish variant of peopolization. The case of biweekly magazine Viva!
%A Żyrek-Horodyska, Edyta
%J Media Research Issues
%V 2017
%R 10.4467/22996362PZ.17.037.7334
%N Volume 60, Issue 3 (231)
%P 612-632
%K peopolization of politics, Viva!, infotainment, women’s press, “people” magazines
%@ 0555-0025
%D 2018
%U https://ejournals.eu/en/journal/zeszyty-prasoznawcze/article/polski-wymiar-peopolizacji-casus-dwutygodnika-viva
%X 
	The main aim of this article is to analyze the process of peopolization of politics in relation to journalistic texts published in 2010 in the magazine Viva! In my research I would like to focus on the theoretical context of this process as well as on analyzing its Polish characteristics. The research is intended to show that in the Polish press of the “people” segment the images of politicians are created in a similar way to the images of celebrities. This fact is not only a strategy to gain the attention of the reader, but also an important tool of political marketing.