Communication Today is a scientific journal from the mass media and marketing communication field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews.
THEORETICAL STUDIES The COVID-19 Pandemic: A Catalyst for Increased Consumption in Television and Social Media Usage in Romania, Antonio Momoc ........................................................................................................... 4 The Influence of News Agencies on Print and Online Publications/Newspapers, Saule Kultayeva – Rimma Zhaxylykbayeva – Gulnar Uzbekova – Aliya Beldibekova – Galiya Maikotova ...... 16 RESEARCH STUDIES Evolution of Commercials Featuring Para Athletes: From Friend Next Door to Equal Sports Stars, Veronika Macková – Kateřina Turková – Alice Němcová Tejkalová ........................................................... 32 The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing, Peter Murár – Michal Kubovics – Vladimíra Jurišová ................................................................................ 50 Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour and Appearance of Employees, Jana Kozáková – Radovan Savov – Tamás Darázs ....................................... 64 Significant Communication Factors for Sustainable Products with a Focus on Czech Consumers, Eva Jaderná –Alena Srbová ................................................................................................................... 78 Beyond Data: Strategically Leveraging Consumer Metrics and Market Signals of Business Prosperity in the Context of Marketing Communications, Tomáš Fašiang – Pavel Gežík ............................................... 98 Virtual Voices for Sustainable Values: Exploring Content Themes and Advocacy Strategies in the Sustainability Promotion of Virtual Influencers, Hoai Lan Duong – Minh Tung Tran .......................... 116 Kyjev or Kyjiv? Use of Ukrainian City Names in Slovak Media as an Expression of Solidarity, Daniel Rabina ... 138 How Universities Communicate with the Public via Social Media: A Content Analysis, Ludvík Eger – Mikuláš Gangur ............................................................................................................ 156 Beyond Borders: Unveiling the Media Representation of Zuzana Čaputová in Czech Online News, Martina Švecová ................................................................................................................................. 174 Potentials and Challenges of Digit(al)isation and Convergence of Television in Bosnia and Herzegovina, Lamija Silajdžić ................................................................................................................................. 194 REVIEWS Monitoring Mediascapes: A Premise of Wisdom-Based EU Media Governance, Bianka Francistyová ............. 210 On Online Disinformation as a Challenge for School Teaching: Practical Demonstration of How It Can Be Done in an Interesting and Effective Way, Matej Majerský ............................................................ 212 TODAY European Media Landscape under Scrutiny: MediaDelCom Project and Its International Significance, Jana Radošinská – Ľudmila Čábyová ................................................................................................... 215
Communication Today is a scientific journal
from the mass media and marketing communication
field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews. The members of the journal’s Editorial Board are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
CONTENTS
THEORETICAL STUDIES New Legal Regulation of Publications in Slovak Media Environment, Ján Višňovský – Martin Solík – Oľga Dúbravská......................................................................................................................................... 4 The Model of Value of a Media Product, Slavka Pitoňáková..........................................................................16 Exploring the Evolution of Storytelling in the Streaming Era: A Study of Narrative Trends in Netflix Original Content, Petro Katerynych – Vita Goian – Oles Goian...............................................................28 Methodological Principles of Media Technologies’ Influence on Human Being and Geopolitical Processes, Andrii Kutsyk.......................................................................................................................................42 RESEARCH STUDIES Status of Senior Media Literacy in the Slovak Republic, Monika Prostináková Hossová............................ 52 Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z in Slovakia, Lucia Spálová – Peter Mikuláš.......................................... 76 Attractive Human Face as a Communication Tool: Age and Gender Specifics of the Attractiveness of Sexually Dimorphic Features in Facial Composites, Slávka Démuthová – Alexandra Hudáková...........90 Polarisation and Disinformation Content from Spanish Political Actors on Twitter/X, Elias Said-Hung – Adoración Merino-Arribas – Javier Martínez-Torres.............................................................................. 104 Unlocking Generation Y: Market Segmentation via Lifestyle Insights, Veronika Kopřivová – Kateřina Matušínská..........................................................................................................................122 The Media Framing of a Toxic Celebrity. How the Slovak Press Portrayed the Businessman Accused of Journalist’s Murder, Terézia Rončáková – Lucia Virostková – Petra Polievková – Peter Kravčák.......... 140 Online Media Audience during the COVID-19 Pandemic as an Active Amplifier of Disinformation: Motivations of University Students to Share Information on Facebook, Hedviga Tkáčová – Patrik Maturkanič – Martina Pavlíková – Katarína Slobodová Nováková............................................. 154 The COVID-19 Pandemic and Its Influence on Slovak Media Professionals, Šimona Tomková – Slavomír Gálik – Miroslav Kapec......................................................................................................... 168 Survey of Consumer Behaviour in Selected International Catering Establishments in Czechia, Patrik Kajzar – Ladislav Mura............................................................................................................ 196 REVIEWS Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives, Renata Čuhlová.................................................................................................................................. 210 On Global Media Synergies: Merging Music, Television and Digital Games to Generate Profit, Mária Dolniaková.............................................................................................................................. 212 TODAY Horizon 2020 Project MEDIADELCOM: Assessing Media Risks and Opportunities, Juliána Mináriková............................................................................................................................ 214
Communication Today is a scientific journal from the mass media and marketing communication field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews. The members of the journal’s Editorial Board are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. THEORETICAL STUDIES The Blockbuster Biopic Bohemian Rhapsody as an Expression of Cinema/Music Synergy, Jana Radošinská – Lenka Rusňáková – Zuzana Točená – Martin Schwarz............................................................................. 4 Beyond Brand Image: A Neuromarketing Perspective, Dinko Jukić..........................................................22 Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach, Yuliia Skrynnik....................................................................................................................................40 RESEARCH STUDIES What Is Subvertising? A Proposal of Delimitation and Definition, Inés Leal-Rico – Natalia Papí-Gálvez – Cande Sánchez-Olmos.......................................................................................................................... 52 Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising, Ľubica Gajanová – Margaréta Nadányiová – Jana Majerová – Boris Kollár – Anna Pražáková.............................................66 Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication, Marianna Marko – Alena Kusá....................................................................................86 Sustainable Outdoor Advertising: A Professional Point of View from Spain, Eva Breva-Franch – Fernando Olivares-Delgado – M. Teresa Benlloch-Osuna...................................................................... 100 Social Media as a Tool of Building Reputation and Identity of National Parks, Kristína Korená – Petra Pártlová.................................................................................................................................... 116 The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores, Paulo Duarte Silveira – Cristina Marreiros........................................................ 136 Motivations behind the Production of News Podcasts in Established Czech Media, Matěj Skalický........... 158 Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers, Anna Paulína Jelínková – Andrej Trnka...............................................................................................174 The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values and the Popularisation of Science, Hasan Gürkan – Maria Carmen Echazarreta-Soler............................ 192 REVIEWS Crime and Investigative Reporting in the UK, Lucia Virostková............................................................208 From Homo Ludens to Homo Medialis: Cultural Dimensions of Game Principles and Media, Veronika Šašalová.............................................................................................................................. 210 TODAY A Consideration on the Impact of Artificial Intelligence on Society, Michal Kubovics.............................. 213
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. THEORETICAL STUDIES Digital Games, Collectors and (Artificial) Scarcity: The Digital Future Might Be a Bit Physical after All, Miroslav Macák – Veronika Šašalová ..................................................................................................... 4 Reality Show as a Controversial Format of Socialisation, Zora Hudíková – Hana Pravdová......................24 RESEARCH STUDIES Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact of Different Health Campaign Strategies, Natividad Crespo-Tejero – Susana Fernandez-Lores – Ruth Fernández-Hernández .........................................................................................................................48 Anti-American Political Cartoons as Propaganda Published in Rudé Právo in 1951, Philip Katz ............... 62 Trends in Radio News Coverage of Private Broadcasters in the Conditions of the Slovak Republic, Ľubica Bôtošová – Andrej Brník ...........................................................................................................80 Infodemic in the First and Second Wave of the Pandemic: Comparative Media Content Analysis of Croatian Portals, Anita Dremel – Gordana Lesinger – Juraj Jurlina.....................................................94 Populism as a Communication Strategy: A Case Study of the Freedom and Direct Democracy Party and Tomio Okamura, Jakub Charvát – Denisa Charvátová – Eva Niklesová ......................................... 106 Analysis of Political Speeches during the SARS-CoV-2 Pandemic in a Comparative Perspective of Maleand Female-Led Governments, Peter Horváth – Richard Brix – Erik Urc...............................................122 Sarawak Elections and Midterm Transition Government 2020: Understanding the Public’s Perception of the Mediatization and Populism Approach through the Media Content of Newspapers, Mohd Nashriq Nizam – Hasmah Zanuddin – Mohamad Saleeh Rahamad ............................................ 136 A Miracle of Nowadays Affecting Consumers’ Behaviour: The Outstanding Influence of Social Media, Kristína Igarová – Zdenka Kádeková – Ingrida Košičiarová ................................................................ 166 The Position of the Brand and Its Marketing Communication in the Crisis Period, Jana Přikrylová – Ladislav Pátík................................................................................................................................... 178 The Connection between Problematic Internet Use, Social Media Use and Academic Procrastination: Case Studies, Dominika Kurajda – Dominika Doktorová .................................................................... 196 REVIEWS Retail Marketing Communication and the Consumer Behaviour of Selected Generations, Ľudmila Čábyová.............................................................................................................................. 214 Media Text in the Mirror of Linguistics, Olena Morozova..................................................................... 216 TODAY Meeting of Members of the Mediadelcom Project Consortium in Sofia with the Participation of the Slovak Research Team (a Report), Sabína Gáliková Tolnaiová..................................................... 218
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Deliberative Communication in the Context of Authoritarian Sentimentalism and Disinformation Chaos, Tomáš Škarba – Ján Višňovský................................................................................................................ 4 Paid Subscriptions and Premium Content: Online News Publishers’ Monetisation Strategies, Alexandra Mathiasová – Martin Solík – Juliána Mináriková................................................................... 18 Human Downgrading – The Concept of Human Degradation on Social Media, Erika Moravčíková...........28 Media Coverage and Its Determinants in the Context of the COVID-19 Pandemic, Slavomír Gálik – Sabína Gáliková Tolnaiová...................................................................................................................46 RESEARCH STUDIES Motivations for News Exposure in Different Media Systems: A Comparative Study of Germany, Spain and the United Kingdom, Jordi Rodríguez-Virgili – Aurken Sierra – Javier Serrano-Puche................60 Philosophical Meta-Story about The Little Prince as a Synergy of Book and Film Industries: On the Possibilities of Film Adaptation of Literature for Children and Youth, Lenka Rusňáková – Zuzana Kopecká.................................................................................................................................. 74 The Attitudes of Slovak Digital Native Students towards Online Video Advertising, Andrej Miklošík – Peter Štarchoň – Martina Jantová – Martin Kuchta.................................................................................92 Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic, Dagmar Weberová – Radim Bačuvčík – Martin Kazík – Jana Černá....................................................... 108 Parasocial Interaction Does Not Function as a Relationship Mediator between the Influencer’s Online Content and the Adolescent’s Prosocial Moral Reasoning and Behaviour, Martin Brestovanský – Daniela Sekerešová............................................................................................................................ 130 Social Buttons and Peer-to-Peer Second-Hand Marketplace Interactivity on Letgo, Erhan Özcan – Burcu Şimşek..................................................................................................................................... 146 Programme Offer of Selected Children’s Television Channels in Slovakia, Andrea Rysová...................... 160 Changes in Purchasing Behaviour after the Onset of the COVID-19 Pandemic Related to the Application of Corporate Social Responsibility, Peter Ušák – Jaroslav Bednárik...................................................... 180 REVIEWS Media – Migration – Politics: Discursive Strategies in the Current Czech and Slovak Context, Michaela Fikejzová.................................................................................................................................................190 Selected Problems of Studying Media Culture I.: Hypermodern Society, Miroslav Kapec........................ 192 A New College Textbook on Media Has Just Seen the Light of Day, Karol Orban.................................... 193 21 Lessons for the 21st Century, Dušan Pavlů...................................................................................... 195 Handbook of Political Journalism, Magdaléna Ungerová...................................................................... 197 Recognition as an Issue of Justice and Its Media Reflection, Ján Višňovský............................................. 199 TODAY Debunk, Check and Tell Others – New Player in the Fight against Disinformation in Central Europe, Ľuboš Greguš...........................................................................................................................................................201 FMK’s Involvement in International Horizon 2020 Project, Slavomír Gálik...........................................202
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Correlations of Culture, Game Principles and Media Productions, Hana Pravdová – Zora Hudíková.......... 4 The Paradigmatic Change in the Media-Mediated Communication after the Onset of Online Media Technologies, Anna Sámelová...............................................................................................................20 Possibilities and Limitations of Communication of Special Purpose Civic Associations – The Case of Internal Communication of a Trade Union Active in a Company Influenced by the Groundswell Concept, Marek Švec – Adam Madleňák – Zuzana Bezáková – Jan Horecký.......................................................... 32 Daydreaming of Internet Users about Someone Else’s Love Relationship as a Virtual vs Real Hybrid, Tatyana Leontyeva...............................................................................................................................46 Mediatised Home: Using Semiotic Repertoires in Online Workplace Communications, Evgeny Kozhemyakin ...........................................................................................................................58 RESEARCH STUDIES Is Covid-19 an “Ordinary Flu” That Benefits Politicians? Perception of Pandemic Disinformation in Latvia, Anda Rožukalne – Sandra Murinska – Alise Tifentale.............................................................................68 Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools, Michal Kubovics – Anna Zaušková – Simona Ščepková...........................................................................84 Factors Influencing B2B Businesses’ Communication on Social Media, Michaela Jánská – Marta Žambochová............................................................................................................................ 100 Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity, Diana Dávila-Ruiz – Erik Ernesto Vazquez.......................................................................................... 112 Building the Prestige of a University as a Tool to Achieve Competitiveness, Martina Juříková – Josef Kocourek – Lenka Ližbetinová....................................................................................................128 Political Communication in the Post-Truth Era: Mind Mapping Values of Ukraine’s Volodymyr Zelensky, Yuliia Liubchenko – Pavlo Miroshnychenko – Katerina Sirinyok-Dolgaryova – Olena Tupakhina........... 146 Regaining Control over Nature or Learning to Live in Harmony with It: Media Framing of Environmental Issues Amidst the Coronavirus Pandemic, Olena Morozova – Olena Pankevych..................................... 168 ESSAY Silent Absolutions, Jozef Sedlák – Petra Cepková ................................................................................ 180 REVIEWS Slovak Language in the Media (or, 111 Most Common Mistakes Made by Slovak Journalists), Jana Radošinská................................................................................................................................ 192 News in Media, Ľuboš Greguš.............................................................................................................. 193 TODAY Neuromarketing – A New Possibility in Marketing Research at FMK UCM in Trnava, Peter Krajčovič – Tamás Darázs.........................................................................................................................................................196 About an Exhibition Image/Flow of Realities, Petra Cepková – Peter Lančarič – Eva Jonisová................ 198
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Temporal Changes under the Influence of Digital Media, Slavomír Gálik – Branislav Oprala..................... 4 Meta-Revision: The New Paradigm of Faustian Stories, Peter Getlík – Markéta Andričíková...................... 14 Attracting and Pre-Integrating Migrants Using Digital Media in the Local Labour Market, Wiktor Widera .....................................................................................................................................28 RESEARCH STUDIES Attitudes towards Different Influencer Categories – Exploration of Generation Z, Lucia Spálová – Peter Mikuláš – Oľga Púchovská...........................................................................................................44 “Do I Care that You Are Credible and We Are Similar?” Examining Credibility and Similarity as Experienced by Social Media Followers, Caroline S. L. Tan................................................................. 62 The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities, Michal Lukáč – Václav Kupec – Přemysl Písař – Peter Štarchoň...............................................................80 Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism, Presly Ogheneruke Obukoadata – Ngozi Eje Uduma – Oluchi Sussan Obukoadata..................................96 Hard News Revisited: A Case Study of Various Approaches to an Incident at a Primary School as Reflected in the Media, Nataliya Panasenko – Peter Krajčovič – Halyna Stashko.................................................. 112 International Obligations on Atmosphere and Climate Protection in Media Discourse: Propaganda Models of Russian and US Media, Nadezhda Radina – Sofya Bobkova.................................................. 130 Impact of the Corona Crisis on Marketing Communication Focused on Tourism, Tamás Darázs – Jarmila Šalgovičová............................................................................................................................ 148 The Role of Educational Content in a Digital Marketing Strategy, Ladislava Knihová............................ 162 REVIEWS An In-Depth Evaluation of (Not Only) Mainstream Films of Recent Decades, Terézia Rončáková............ 180 Violence on the Television Screen within the Concept of a Unified Labelling System, Pavel Bielik........... 181 The Role of SoLoMo Marketing and Media in the Communication of Eco-Innovations, Václav Kupec...... 184 TODAY Students Tested Their Skills in Marketing Competition KEMP, Matej Martovič ..................................... 186
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES The Role of Media and Mass Communication Theory in the Global Pandemic, Mark Deuze......................... 4 Crisis of Masculinity, Erotic Capital and Male Grooming in the Sociology of Marketing Communications, Ondřej Roubal – Jitka Cirklová............................................................................................................. 18 The Concept of Social (In)Justice and Its Portrayals in Todd Phillips’s Joker, Sami Çöteli...........................36 RESEARCH STUDIES Multiskilled in Many Ways: Ghanaian Female Journalists between Job and Home, Kodwo Jonas Anson Boateng – Epp Lauk.............................................................................................................................46 The Effect of Media and Political Beliefs and Attitudes on Trust in Political Institutions: A Multilevel Analysis on Data from 21 European Countries, Hana Macháčková – Michał Tkaczyk..............................64 The Foreign News and Media Image of the European Union in Current Television News Production, Ľuboš Greguš – Anna Kačincová Predmerská.........................................................................................84 Pasts, Presents and Futures of Public Service Media: The Challenges of Adaptation and Change in the Age of Data, Michał Głowacki.................................................................................................... 104 A Fake News Classification Framework: Application on Immigration Cases, Tatyana Vorobyeva – Konstantinos Mouratidis – Fotios-Nikolaos Diamantopoulos – Panagiotis Giannopoulos – Katerina Tavlaridou – Christos Timamopoulos – Vassilios Peristeras – Ioannis Magnisalis – Syed Iftikhar H. Shah.... 118 Fake-Vertising and Mobile Games: Case Study of ‘Pull the Pin’ Ads, Zdenko Mago................................. 132 Retro Marketing – A Power of Nostalgia Which Works Among among the Audience, Mária Holotová – Zdenka Kádeková – Ingrida Košičiarová............................................................................................. 148 U.S. High School Students’ Social Media Use and Their Political Socialization, Derek Anderson............. 166 REVIEWS Pavol Hrtus Jurina in a Golden Robe, Ján Gallik................................................................................... 176 Introducing (Mass) Media Studies, Lucia Magalová.............................................................................. 178 Introduction to Media Products, Łukasz P. Wojciechowski.................................................................... 181 Introduction to Digital Game Studies (Part One), Miroslav Macák........................................................ 182 Social Media and Journalism – Trends, Connections, Implications, Martin Solík.................................... 184 TODAY The (Academic) World Moving Online, Jana Radošinská...................................................................... 186
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES To Thrive Means to Entertain: The Nature of Today’s Media Industries, Jana Radošinská – Zuzana Kvetanová – Ján Višňovský..................................................................................................................... 4 Polish Media about Act 2.0 (The Constitution for Science), Sylwia Mrozowska – Anna Ryłko-Kurpiewska......................................................................................................................22 RESEARCH STUDIES The Robotic Reporter in The Czech News Agency: Automated Journalism and Augmentation in the Newsroom, Václav Moravec – Veronika Macková – Jakub Sido – Kamil Ekštein.......................................36 Strategies in Journalistic Branding on Social Media: The Influence of Public and Business Dimensions According to Future Journalists’ Perceptions, Amparo López-Meri – Laura Alonso-Muñoz – Andreu Casero-Ripollés....................................................................................................................................54 Trust Building and Fake News on Social Media from the Perspective of University Students from Four Visegrad Countries, Ludvík Eger – Dana Egerová – Michal Mičík – Erika Varga – Csilla Czeglédi – Lukasz Tomczyk – Michaela Sládkayová............................................................................................... 70 The Pragmatism of Hybridisation Logic of Television News in Slovakia, Zora Hudíková – Hana Pravdová – Alexandra Gažicová..................................................................................................90 Online Shopping Routines among Chilean Children: Level of Expansion and Main Causes, Beatriz Feijoo Fernández – Aurora García González.............................................................................126 The Concept of Learning-by-Doing in the Context of Media Education and School Quality Assessment, Norbert Vrabec – Ľubica Bôtošová....................................................................................................... 140 Communication of Local Farmers’ Products through Facebook: The Case Study of Naše-Vaše, Marek Petriľák – Erik Janšto – Elena Horská....................................................................................... 150 Brand Marketing of Regional Products – A Potential Strategic Management Tool in Regional Development, Ivana Butoracová Šindleryová – Kristína Hoghová .............................................................................. 164 The Use of Social Marketing Campaigns in Raising Awareness of Thalassemia in the UAE, Khaled Zamoum................................................................................................................................. 186 REVIEWS Genres of Journalism Revisited, Ján Višňovský.....................................................................................200 A Critical History of Media Art in the Netherlands. Platforms, Policies, Technologies, Tabea Lurk..........202 In What Society Do We Actually Live?, Dušan Pavlů...........................................................................204 TODAY Danuša Serafínová – An Interdisciplinary Expert in the Field of Mass Media and Journalism, Anna Sámelová..................................................................................................................................206
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Online Self-Conspiracy as a Challenge of Online-Mediated Communication for Social Change, Anna Sámelová...................................................................................................................................... 4 From a Reductionist to a Holistic Model of Digital Competence and Media Education, Viera Kačinová....... 16 Electoral Manipulation via Media: Theory and Evidence, Waldemar Wojtasik..........................................28 Change of Paradigm in Personnel Strategy – Corporate Social Responsibility and Internal Communication, Jaroslav Bednárik.....................................................................................................................................................42 RESEARCH STUDIES The Refugee Crisis from Below – E-Citizens’ Framing and (De)Legitimation Strategies on the ‘Debating Europe’ Platform, Camelia Cmeciu........................................................................................................58 Public Service Media versus Digital Media Platforms: A Threat or an Opportunity?, Kristýna Vysloužilová.... 74 Influence of the ‘News Finds Me’ Perception on News Sharing and News Consumption on Social Media, Francisco Segado-Boj – Jesús Díaz-Campo – Raquel Quevedo Redondo...........................................................90 The Image of Social Enterprises in Czech Online Media (2013 – 2018), Petra Koudelková – Tereza Zavadilová.............................................................................................................................. 106 Use of Media to Raise Awareness of Eco-Innovations, Peter Krajčovič....................................................120 Extent of Spending Leisure Time through the Electronic Media and Drug Behaviour of Youth, Zuzana Rojková – Kristína Mydlová.................................................................................................... 132 Sensory Marketing – Sensory Communication and Its Social Perception, Małgorzata Koszembar-Wiklik.... 146 REVIEWS On Television and Totalitarianism in Czechoslovakia, Ján Višňovský..................................................... 158 How to Write Advertising Text, Dušan Pavlů....................................................................................... 160 TODAY Viliam Ján Gruska (1936 – 2019), Ladislav Volko................................................................................ 161 Laco Torma (1953), Ladislav Volko..................................................................................................... 163
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Media and Truth in the Perspective of the Practice and Life Form of the Modern “Homo Medialis”, Sabína Gáliková Tolnaiová..................................................................................................................... 4 An Analysis of German-Language Media Texts on Topics Involving School and University, Anastasia Levitskaya – Lyudmila Seliverstova.....................................................................................................20 RESEARCH STUDIES Television News as an Information Source and Its Perception in Slovakia, Ján Višňovský – Ľuboš Greguš – Juliána Mináriková – Karina Kubíková.................................................................................................................40 Nonce Words in Mass Media Discourse (A Case Study of Travel Journalism Innovations), Kateryna Nykytchenko......................................................................................................................... 62 A Reflection on the Citizens’ Attitudes to the Political Situation (and Their Creative Renditions, Katarína Fichnová – Łukasz P. Wojciechowski – Peter Szabo.................................................................. 76 ‘I Have Won, and I Want to Share It’: The Ways Female Skiers Use Facebook as a Communication Tool, Veronika Macková – Kateřina Turková..................................................................................................94 Schools and Universities in Audiovisual Media: Experts’ Opinions, Alexander Fedorov.......................... 110 Social Comparison as a Moderator between Perceived Social Risk and Purchase Intention, Agnieszka Michniuk – Oliver Gansser – Sven Olaf Schmitz....................................................................124 Uses and Gratifications Approach, Social Media and Personal Branding: A Study on Social Media Users in Turkey, Hatun Boztepe Taşkıran...................................................................................................................... 142 REVIEWS What’s New in Polish Media Studies?, Peter Mikuláš............................................................................. 156 On the Highway to Multiplatform Journalism, Anna Kačincová Predmerská.......................................... 158 On Work, Values, Well-Being and Marketing Communication, Dušan Pavlů......................................... 161 WOW! Engage, Experience and Enjoy Marketing 4.0, A. Dhiraj – Suhel Ahmad................................... 163 Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions that Shape Social Media, Fatih Çömlekçi................................................................................................................................... 165 TODAY New Possibilities of International Cooperation with China, Juliána Mináriková..................................... 167 Peter Valček (1955 – 2019), Ladislav Volko......................................................................................... 169 Stano Kochan (1942), Ladislav Volko................................................................................................. 171
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: The Birth of American Advertising, Dáša Mendelová.............................................................................................4 On Cinderella Men and Peaceful Warriors: “Sportainment” in American Mainstream Cinema, Jana Radošinská....................................................................................................................................................... 20 Maximizers and Satisficers in Consumer Culture Changes, Ondřej Roubal..................................................... 38 Social Media Tools for TV Programmes Promotion, Mariana Kitsa – Iryna Mudra ....................................... 56 RESEARCH STUDIES Network Communities as an Expression of Inclusive Culture of Participation in Political Protests: The Sunflower Movement Case Study, Grażyna Piechota.....................................................................................74 Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities, Zdenka Kádeková – Mária Holienčinová.............................................................................................................. 90 Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing?, Michal Lukáč – Jaroslav Mihálik..........................................................................................................................106 ESSAY Recursion and Equifinality in Relationship between Film and Theatre: Being John Malkovich, Peter Getlík....... 118 Phonetic and Syntactic Stylistic Means in Media Space: Manipulation or Emotional Commonplace?, Halyna Stashko....................................................................................................................................................... 132 REVIEWS Media, the State and Marginalisation: Tackling Challenges, Ján Višňovský................................................... 144 TODAY Martin Slivka (1929 – 2002), Ladislav Volko..................................................................................................... 146 Milan Stano (1949), Ladislav Volko..................................................................................................................... 148
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Considering Historical (Dis) Continuities of Media (Literacy) Education in the Czech Republic for the Future Approach, Zdeněk Sloboda................................................................................................ 4 RESEARCH STUDIES Towards a Stakeholder Model of Government Communication: A Case Study of the Czech Republic, Štěpán Soukeník...................................................................................................................................20 Media Competence as a Cross-curricular Competence, Viera Kačinová...................................................38 Populism 2.0, Digital Democracy and the New ‘Enemies of the People’, Antonio Momoc...........................58 Uncertain Geography of the Local News and Civic Participation in New Media Era, Nataliia Steblyna....... 78 Print Magazine Covers as Packaging, Anna Jupowicz-Ginalska..............................................................94 Motives for the Use of Twitter by Arab Youth, Rahima Aissani – Abdulrahman Dheyab Abdullah........... 114 INTERVIEW Journalism Yesterday, Today and Tomorrow. Interview with Andrej Tušer, Zora Hudíková..................... 140 REVIEWS Reklub 1927-1949. Chapters from the History of Czechoslovak Advertising, Hana Pravdová................ 150 Dictionary of Selected Terms of Media Studies, Ľuboš Greguš............................................................... 152 TODAY Jozef Matúš (1940 – 2017), Jana Galera Matúšová............................................................................... 154 Roman Berger (1930), Ladislav Volko................................................................................................. 157 Marián Bachratý (1952), Ladislav Volko.............................................................................................. 159
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Media Responsibility During the Coverage of Terrorist Attacks – A Case Study of the Abduction and Execution of the Croatian Citizen Tomislav Salopek, Branimir Felger – Gordana Lesinger.................... 4 The Concept of Virtual Nationalism in the Digital Age: Social Media Perspectives of Turkey, Uğur Gündüz – Burcu Kaya Erdem........................................................................................................ 18 Motivations and Incentives of Community Media Content Creators: A Case Study of SpodNás, Lucia Škripcová...................................................................................................................................30 RESEARCH STUDIES Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing Communication Effect Maximisation, Tomáš Fašiang – Pavel Gežík.......................................................42 Evolution of Digital Video Consumption Patterns, Martin Kuchta – Andrej Miklošík................................58 Marginal Groups and Their Role within Media and Society Spectacularization – The Case of the International “Big Brother” Television Reality Show, Snježana Barić-Šelmić – Tomislav Levak – Barbara Balen Domazetović..... 70 Between Politicization and Securitization: Coverage of the European Migration Crisis in Czech Online News Media, Michal Tkaczyk................................................................................................................90 Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements Portraying Men, Derya Gül Ünlü......................................................................................................... 112 ESSAY Video and Theatre or a Hybrid Scene: The Case of Theatrical Mise En Scène Fanny and Alexander, Miloš Mistrík...................................................................................................................................... 134 INTERVIEW The Era of Global Disputes and Mass Media Distortions (Dialogue on Recognition, Justice and Democracy). Interview with Marek Hrubec, Eduardo Bittar........................................................... 146 Mediatisation of Communicative Behaviour. Interview with Friedrich Krotz, Hana Pravdová – Ľubica Hulajová................................................................................................................................. 156 REVIEWS Media Entertainment in the 21st Century, Zuzana Bučková.................................................................. 164 Film Therapy, Agnieszka Ogonowska.................................................................................................. 167 Before Comics: The Formation of the Domestic Picture Story in the Second Half of the XIX Century, Lenka Rusňáková.............................................................................................................................. 169 Journalism and Social Transformations: From Legacy to New Media, Romina Surugiu............................ 172 Industry 4.0 from a Managerial Economics Point of View, Josef Černohous............................................ 173 TODAY Denis McQuail (1935 – 2017), Ladislav Volko..................................................................................... 175 Marián Vanek (1941), Ladislav Volko.................................................................................................. 176
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix in the Post-Television Era, Jana Radošinská............................................................................................................4 Influence of Cyberspace on Changes in Contemporary Education, Slavomír Gálik.........................................30 Sociology of Branding: “Just Do It” in the “No Limits” World, Ondřej Roubal................................................40 Current Development Trends of Media Literacy in the European Union Countries, Dana Petranová - Monika Hossová - Peter Velický.............................................................................................................................. 52 Media Games in the Background of Slovak Parliamentary Elections in 2016, Peter Horváth - Matúš Meluš.....66 RESEARCH STUDIES Corporate Communication as One of the Basic Attributes of Corporate Identity - Case Study of Chocolate Milka, Ľudmila Nagyová - Ingrida Košičiarová - Martina Sedliaková........................................86 Social Networks and Their Role in Development of Civic Activity of the Ukrainian Youth, Tatiana Savrasova-V’un.........................................................................................................................................104 ESSAY Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising, Renáta Sedláková................................................................................................................................................... 114 REVIEWS Ambient Marketing + Case Studies in V4, Katarína Fichnová..........................................................................130 Corporate Identity - Key Element of Marketing Communication, Dušan Pavlů............................................ 131 Strategies for Media Literacy Development in European Countries, Mária Moravčíková............................133 TODAY Oskár Čepan (1925 - 1992), Ladislav Volko.......................................................................................................136 Hana Pravdová (1960), Ladislav Volko................................................................................................................138
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Goodvertising as a Paradigmatic Change in Contemporary Advertising and Corporate Strategy, Pavol Minár.......4 Mimicry - Principle of Identity Transformation from the Perspective of Digital Games Theory, Lenka Rusňáková... 18 Historical Reflection on Game Principle Alea and Its Presence in Virtual Reality, Zuzana Bučková............. 30 RESEARCH STUDIES When Age Matters: Patterns of Participative and Communicative Practices in the Czech Republic, Alena Macková - Hana Macháčková - Jakub Macek - Jan Šerek......................................................................... 46 A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties in the Context of the 2015 Parliamentary Election, Agnieszka Turska-Kawa - Agata Olszanecka-Marmola.... 66 News Values in Slovak Television News, Ľuboš Greguš - Juliána Mináriková................................................... 78 Public Relations as Viewed by Employees of Polish Welfare Institutions, Michał Szyszka............................... 90 INTERVIEW Is Media Literacy Still One of the Priorities for Policy Makers? Interview with David Buckingham and Alexander Fedorov, Norbert Vrabec ..............................................................................................................100 On Technology Innovations, Digitalisation and Social Security in the 21st Century. Interview with Henning Meyer, Veronika Pizano - Ivan Lacko.........................................................................108 REVIEWS New Media - Trends and Challenges, Romina Surugiu....................................................................................... 116 To Film Mysticism. Communication of Spiritual Experience in the Life and Work of Juraj Török, Sabína Gáliková Tolnaiová....................................................................................................................................117 New Scholarly Reflections on Slovak Media Law: Media System of the Slovak Republic in the Light of Law by Jaroslav Chovanec, Magdaléna Ungerová........................................................................................... 119 TODAY Juraj Vojtek (1936 - 2016), Ján Višňovský...........................................................................................................124 Faculty of Mass Media Communication’s Lecturers and Student Awarded by the Literary Fund, Jana Radošinská.....................................................................................................................................................126 Authenticating Celebrity in the Contemporary World, Peter Mikuláš.............................................................128 Fero Jablonovský (1956), Ladislav Volko............................................................................................................130
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4 Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18 Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32 The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52 RESEARCH STUDIES Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton - Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66 Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82 Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92 Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104 INTERVIEW Some Notes on the Translation as an Interpretative Art and Communication as well. Interview with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118 REVIEWS Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128 Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129 The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133 Speech Communication, Dominika Rašová .......................................................................................... 134 TODAY “Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137 Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138 Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Audiovisual Media in the Context of Communicative and Ethical Competences - Media Theology Approach, Małgorzata Laskowska - Krzysztof Marcyński .......................................................................................... 4 Strategies in Media Planning, Peter Krajčovič...........................................................................................20 RESEARCH STUDIES Homogenous, or Heterogenous? A Comparative Analysis of Three Czech Journalists Generations, Václav Moravec - Marína Urbániková - Jaromír Volek ..............................................................................32 Human Enhancement and Transhuman Technologies in Slovak Media Discourses, Magda Petrjánošová.......50 The Relationship of Young Slovak Catholics to the Media, Terézia Rončáková ............................................62 “You Don’t Have a Leg? Don’t Worry, You Can Still Be a Star!” Media Image of Cyclist Jiří Ježek, Veronika Macková - Ondřej Trunečka .....................................................................................................78 The Role of Social Media During Protests on Maidan, Grażyna Piechota - Robert Rajczyk ...........................86 Media, Death, Dialogue. Social and Media Values in the Discourse about the ‘Family’ Suicides in Bulgaria, Petar Kanev..........................................................................................................................................98 ESSAY Conflicting Messages: The Visual Rhetoric of Slow Food, Benjamin Garner.............................................. 112 REVIEWS Contradictions and Alternatives to Global Capitalism. A Polemic, Slavomír Gálik ..................................... 120 Media & Law, Marek Švec.................................................................................................................... 122 On the History of Czechoslovak Advertising 1918 - 1989, Dušan Pavlů................................................... 123 Public Relations, Ľubica Hulajová........................................................................................................125 TODAY In the Big U.S.A Little Slovakia Has Got the Most Prestigious Award, Juraj Vojtek..................................... 127 Alexander Matuška (1910 - 1975), Ladislav Volko................................................................................. 128 Kazo Kanala (* 1946), Ladislav Volko.................................................................................................. 130
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Influence of the Internet on the Cognitive Abilities of Man. Phenomenological and Hermeneutical Approach, Slavomír Gálik - Sabína Gáliková Tolnaiová ............................................................................................ 4 Changes in Value Structures and the Importance of Intercultural Communication in Modern Society, Aleš Hes - Marie Koubová - Tereza Chlumská ......................................................................................... 16 RESEARCH STUDIES University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search, Peter Murár .........................................................................................................................................24 Innovation in the Slovak Advertising Environment, Dáša Mendelová - Anna Zaušková ...............................38 Practical Implementation of the Right to be Forgotten in the Context of Google Spain Decision, Daniel Krošlák ....................................................................................................................................58 ESSAY People’s Talents, People’s Welfare: Educational Economics since 1965, Jozef M. M. Ritzen .........................72 INTERVIEW Global Conflicts and the Macro-regional Modernities. Interview with Marek Hrubec, Martin Solík .............. 82 REVIEWS Consumer Culture: History, Theory and Research, Ondřej Roubal ......................................................... 100 Memes in Digital Culture, Ali Shehzad Zaidi ........................................................................................ 102 Media Research. The Most Frequently Used Methods and Techniques, Petra Adamková .......................... 104 The Structure and Composition of Genres of the English-written Journalism, Jana Radošinská ................ 105 TODAY Exceptional Scientific Event Orchestrated under the Baton of the Faculty of Mass Media Communication, Katarína Ďurková ............................................................................................................................. 109 “Explosion of Innovations”: Marketing Identity 2014, Jana Radošinská ................................................. 110 Ivan Stadtrucker (* 1935), Ladislav Volko ............................................................................................111 Viktor Kubal (1923 – 1997), Ladislav Volko .........................................................................................113
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Critical Thinking and the Challenges of Internet, Alexander Plencner.......................................................... 4 Sociálne uznanie v globálnom priestore: možnosti a limity mediálnej reflexie / Social Recognition on a Global Scale: Opportunities and Limits of Media Reflection, Martin Solík – Juliána Mináriková ...........20 Předpoklady interkulturní komunikace / Preconditions of an Intercultural Communication, Marek Hrubec........32 Communication in Knowledge Transfer Management, Zbyněk Pitra – Anna Zaušková................................50 RESEARCH STUDIES K vybraným aspektom metodológie prieskumu sociálnych médií z pohľadu politických vied / On Selected Aspects of the Methodology of Social Media Surveying from the Viewpoint of Political Sciences, Roland Kyška.........................................................................................................66 Prístup Katolíckych novín k politickému dianiu. Postoj a podnety angažovaných čitateľov / Political Affairs in the Catholic News. Attitudes and Impulses of Active Readers, Terézia Rončáková....................................80 REVIEWS Univerzita, spoločnosť, filozofia: realita verzus hodnoty, Slavomír Gálik.....................................................96 Digitální demence, Peter Murár..............................................................................................................99 Aktuálne trendy v mediálnej kultúre, Anna Predmerská.......................................................................... 100 TODAY Junior and Senior Academy, Norbert Vrabec........................................................................................... 103 Cyrilo–metodská cesta pre rozvoj kultúrnych aktivít a kultúrneho turizmu, Milan Rajčák........................... 104 Július Paštéka (*1924), Ladislav Volko................................................................................................. 105 Dana Zacharová (*1947), Ladislav Volko.............................................................................................. 107
Communication Today is a scientific journal from the mass media and marketing communication field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews.
THEORETICAL STUDIES The COVID-19 Pandemic: A Catalyst for Increased Consumption in Television and Social Media Usage in Romania, Antonio Momoc ........................................................................................................... 4 The Influence of News Agencies on Print and Online Publications/Newspapers, Saule Kultayeva – Rimma Zhaxylykbayeva – Gulnar Uzbekova – Aliya Beldibekova – Galiya Maikotova ...... 16 RESEARCH STUDIES Evolution of Commercials Featuring Para Athletes: From Friend Next Door to Equal Sports Stars, Veronika Macková – Kateřina Turková – Alice Němcová Tejkalová ........................................................... 32 The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing, Peter Murár – Michal Kubovics – Vladimíra Jurišová ................................................................................ 50 Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour and Appearance of Employees, Jana Kozáková – Radovan Savov – Tamás Darázs ....................................... 64 Significant Communication Factors for Sustainable Products with a Focus on Czech Consumers, Eva Jaderná –Alena Srbová ................................................................................................................... 78 Beyond Data: Strategically Leveraging Consumer Metrics and Market Signals of Business Prosperity in the Context of Marketing Communications, Tomáš Fašiang – Pavel Gežík ............................................... 98 Virtual Voices for Sustainable Values: Exploring Content Themes and Advocacy Strategies in the Sustainability Promotion of Virtual Influencers, Hoai Lan Duong – Minh Tung Tran .......................... 116 Kyjev or Kyjiv? Use of Ukrainian City Names in Slovak Media as an Expression of Solidarity, Daniel Rabina ... 138 How Universities Communicate with the Public via Social Media: A Content Analysis, Ludvík Eger – Mikuláš Gangur ............................................................................................................ 156 Beyond Borders: Unveiling the Media Representation of Zuzana Čaputová in Czech Online News, Martina Švecová ................................................................................................................................. 174 Potentials and Challenges of Digit(al)isation and Convergence of Television in Bosnia and Herzegovina, Lamija Silajdžić ................................................................................................................................. 194 REVIEWS Monitoring Mediascapes: A Premise of Wisdom-Based EU Media Governance, Bianka Francistyová ............. 210 On Online Disinformation as a Challenge for School Teaching: Practical Demonstration of How It Can Be Done in an Interesting and Effective Way, Matej Majerský ............................................................ 212 TODAY European Media Landscape under Scrutiny: MediaDelCom Project and Its International Significance, Jana Radošinská – Ľudmila Čábyová ................................................................................................... 215
Communication Today is a scientific journal
from the mass media and marketing communication
field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews. The members of the journal’s Editorial Board are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
CONTENTS
THEORETICAL STUDIES New Legal Regulation of Publications in Slovak Media Environment, Ján Višňovský – Martin Solík – Oľga Dúbravská......................................................................................................................................... 4 The Model of Value of a Media Product, Slavka Pitoňáková..........................................................................16 Exploring the Evolution of Storytelling in the Streaming Era: A Study of Narrative Trends in Netflix Original Content, Petro Katerynych – Vita Goian – Oles Goian...............................................................28 Methodological Principles of Media Technologies’ Influence on Human Being and Geopolitical Processes, Andrii Kutsyk.......................................................................................................................................42 RESEARCH STUDIES Status of Senior Media Literacy in the Slovak Republic, Monika Prostináková Hossová............................ 52 Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z in Slovakia, Lucia Spálová – Peter Mikuláš.......................................... 76 Attractive Human Face as a Communication Tool: Age and Gender Specifics of the Attractiveness of Sexually Dimorphic Features in Facial Composites, Slávka Démuthová – Alexandra Hudáková...........90 Polarisation and Disinformation Content from Spanish Political Actors on Twitter/X, Elias Said-Hung – Adoración Merino-Arribas – Javier Martínez-Torres.............................................................................. 104 Unlocking Generation Y: Market Segmentation via Lifestyle Insights, Veronika Kopřivová – Kateřina Matušínská..........................................................................................................................122 The Media Framing of a Toxic Celebrity. How the Slovak Press Portrayed the Businessman Accused of Journalist’s Murder, Terézia Rončáková – Lucia Virostková – Petra Polievková – Peter Kravčák.......... 140 Online Media Audience during the COVID-19 Pandemic as an Active Amplifier of Disinformation: Motivations of University Students to Share Information on Facebook, Hedviga Tkáčová – Patrik Maturkanič – Martina Pavlíková – Katarína Slobodová Nováková............................................. 154 The COVID-19 Pandemic and Its Influence on Slovak Media Professionals, Šimona Tomková – Slavomír Gálik – Miroslav Kapec......................................................................................................... 168 Survey of Consumer Behaviour in Selected International Catering Establishments in Czechia, Patrik Kajzar – Ladislav Mura............................................................................................................ 196 REVIEWS Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives, Renata Čuhlová.................................................................................................................................. 210 On Global Media Synergies: Merging Music, Television and Digital Games to Generate Profit, Mária Dolniaková.............................................................................................................................. 212 TODAY Horizon 2020 Project MEDIADELCOM: Assessing Media Risks and Opportunities, Juliána Mináriková............................................................................................................................ 214
Communication Today is a scientific journal from the mass media and marketing communication field... more Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional publication reviews. The members of the journal’s Editorial Board are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. THEORETICAL STUDIES The Blockbuster Biopic Bohemian Rhapsody as an Expression of Cinema/Music Synergy, Jana Radošinská – Lenka Rusňáková – Zuzana Točená – Martin Schwarz............................................................................. 4 Beyond Brand Image: A Neuromarketing Perspective, Dinko Jukić..........................................................22 Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach, Yuliia Skrynnik....................................................................................................................................40 RESEARCH STUDIES What Is Subvertising? A Proposal of Delimitation and Definition, Inés Leal-Rico – Natalia Papí-Gálvez – Cande Sánchez-Olmos.......................................................................................................................... 52 Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising, Ľubica Gajanová – Margaréta Nadányiová – Jana Majerová – Boris Kollár – Anna Pražáková.............................................66 Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication, Marianna Marko – Alena Kusá....................................................................................86 Sustainable Outdoor Advertising: A Professional Point of View from Spain, Eva Breva-Franch – Fernando Olivares-Delgado – M. Teresa Benlloch-Osuna...................................................................... 100 Social Media as a Tool of Building Reputation and Identity of National Parks, Kristína Korená – Petra Pártlová.................................................................................................................................... 116 The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores, Paulo Duarte Silveira – Cristina Marreiros........................................................ 136 Motivations behind the Production of News Podcasts in Established Czech Media, Matěj Skalický........... 158 Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers, Anna Paulína Jelínková – Andrej Trnka...............................................................................................174 The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values and the Popularisation of Science, Hasan Gürkan – Maria Carmen Echazarreta-Soler............................ 192 REVIEWS Crime and Investigative Reporting in the UK, Lucia Virostková............................................................208 From Homo Ludens to Homo Medialis: Cultural Dimensions of Game Principles and Media, Veronika Šašalová.............................................................................................................................. 210 TODAY A Consideration on the Impact of Artificial Intelligence on Society, Michal Kubovics.............................. 213
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. THEORETICAL STUDIES Digital Games, Collectors and (Artificial) Scarcity: The Digital Future Might Be a Bit Physical after All, Miroslav Macák – Veronika Šašalová ..................................................................................................... 4 Reality Show as a Controversial Format of Socialisation, Zora Hudíková – Hana Pravdová......................24 RESEARCH STUDIES Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact of Different Health Campaign Strategies, Natividad Crespo-Tejero – Susana Fernandez-Lores – Ruth Fernández-Hernández .........................................................................................................................48 Anti-American Political Cartoons as Propaganda Published in Rudé Právo in 1951, Philip Katz ............... 62 Trends in Radio News Coverage of Private Broadcasters in the Conditions of the Slovak Republic, Ľubica Bôtošová – Andrej Brník ...........................................................................................................80 Infodemic in the First and Second Wave of the Pandemic: Comparative Media Content Analysis of Croatian Portals, Anita Dremel – Gordana Lesinger – Juraj Jurlina.....................................................94 Populism as a Communication Strategy: A Case Study of the Freedom and Direct Democracy Party and Tomio Okamura, Jakub Charvát – Denisa Charvátová – Eva Niklesová ......................................... 106 Analysis of Political Speeches during the SARS-CoV-2 Pandemic in a Comparative Perspective of Maleand Female-Led Governments, Peter Horváth – Richard Brix – Erik Urc...............................................122 Sarawak Elections and Midterm Transition Government 2020: Understanding the Public’s Perception of the Mediatization and Populism Approach through the Media Content of Newspapers, Mohd Nashriq Nizam – Hasmah Zanuddin – Mohamad Saleeh Rahamad ............................................ 136 A Miracle of Nowadays Affecting Consumers’ Behaviour: The Outstanding Influence of Social Media, Kristína Igarová – Zdenka Kádeková – Ingrida Košičiarová ................................................................ 166 The Position of the Brand and Its Marketing Communication in the Crisis Period, Jana Přikrylová – Ladislav Pátík................................................................................................................................... 178 The Connection between Problematic Internet Use, Social Media Use and Academic Procrastination: Case Studies, Dominika Kurajda – Dominika Doktorová .................................................................... 196 REVIEWS Retail Marketing Communication and the Consumer Behaviour of Selected Generations, Ľudmila Čábyová.............................................................................................................................. 214 Media Text in the Mirror of Linguistics, Olena Morozova..................................................................... 216 TODAY Meeting of Members of the Mediadelcom Project Consortium in Sofia with the Participation of the Slovak Research Team (a Report), Sabína Gáliková Tolnaiová..................................................... 218
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Deliberative Communication in the Context of Authoritarian Sentimentalism and Disinformation Chaos, Tomáš Škarba – Ján Višňovský................................................................................................................ 4 Paid Subscriptions and Premium Content: Online News Publishers’ Monetisation Strategies, Alexandra Mathiasová – Martin Solík – Juliána Mináriková................................................................... 18 Human Downgrading – The Concept of Human Degradation on Social Media, Erika Moravčíková...........28 Media Coverage and Its Determinants in the Context of the COVID-19 Pandemic, Slavomír Gálik – Sabína Gáliková Tolnaiová...................................................................................................................46 RESEARCH STUDIES Motivations for News Exposure in Different Media Systems: A Comparative Study of Germany, Spain and the United Kingdom, Jordi Rodríguez-Virgili – Aurken Sierra – Javier Serrano-Puche................60 Philosophical Meta-Story about The Little Prince as a Synergy of Book and Film Industries: On the Possibilities of Film Adaptation of Literature for Children and Youth, Lenka Rusňáková – Zuzana Kopecká.................................................................................................................................. 74 The Attitudes of Slovak Digital Native Students towards Online Video Advertising, Andrej Miklošík – Peter Štarchoň – Martina Jantová – Martin Kuchta.................................................................................92 Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic, Dagmar Weberová – Radim Bačuvčík – Martin Kazík – Jana Černá....................................................... 108 Parasocial Interaction Does Not Function as a Relationship Mediator between the Influencer’s Online Content and the Adolescent’s Prosocial Moral Reasoning and Behaviour, Martin Brestovanský – Daniela Sekerešová............................................................................................................................ 130 Social Buttons and Peer-to-Peer Second-Hand Marketplace Interactivity on Letgo, Erhan Özcan – Burcu Şimşek..................................................................................................................................... 146 Programme Offer of Selected Children’s Television Channels in Slovakia, Andrea Rysová...................... 160 Changes in Purchasing Behaviour after the Onset of the COVID-19 Pandemic Related to the Application of Corporate Social Responsibility, Peter Ušák – Jaroslav Bednárik...................................................... 180 REVIEWS Media – Migration – Politics: Discursive Strategies in the Current Czech and Slovak Context, Michaela Fikejzová.................................................................................................................................................190 Selected Problems of Studying Media Culture I.: Hypermodern Society, Miroslav Kapec........................ 192 A New College Textbook on Media Has Just Seen the Light of Day, Karol Orban.................................... 193 21 Lessons for the 21st Century, Dušan Pavlů...................................................................................... 195 Handbook of Political Journalism, Magdaléna Ungerová...................................................................... 197 Recognition as an Issue of Justice and Its Media Reflection, Ján Višňovský............................................. 199 TODAY Debunk, Check and Tell Others – New Player in the Fight against Disinformation in Central Europe, Ľuboš Greguš...........................................................................................................................................................201 FMK’s Involvement in International Horizon 2020 Project, Slavomír Gálik...........................................202
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Correlations of Culture, Game Principles and Media Productions, Hana Pravdová – Zora Hudíková.......... 4 The Paradigmatic Change in the Media-Mediated Communication after the Onset of Online Media Technologies, Anna Sámelová...............................................................................................................20 Possibilities and Limitations of Communication of Special Purpose Civic Associations – The Case of Internal Communication of a Trade Union Active in a Company Influenced by the Groundswell Concept, Marek Švec – Adam Madleňák – Zuzana Bezáková – Jan Horecký.......................................................... 32 Daydreaming of Internet Users about Someone Else’s Love Relationship as a Virtual vs Real Hybrid, Tatyana Leontyeva...............................................................................................................................46 Mediatised Home: Using Semiotic Repertoires in Online Workplace Communications, Evgeny Kozhemyakin ...........................................................................................................................58 RESEARCH STUDIES Is Covid-19 an “Ordinary Flu” That Benefits Politicians? Perception of Pandemic Disinformation in Latvia, Anda Rožukalne – Sandra Murinska – Alise Tifentale.............................................................................68 Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools, Michal Kubovics – Anna Zaušková – Simona Ščepková...........................................................................84 Factors Influencing B2B Businesses’ Communication on Social Media, Michaela Jánská – Marta Žambochová............................................................................................................................ 100 Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity, Diana Dávila-Ruiz – Erik Ernesto Vazquez.......................................................................................... 112 Building the Prestige of a University as a Tool to Achieve Competitiveness, Martina Juříková – Josef Kocourek – Lenka Ližbetinová....................................................................................................128 Political Communication in the Post-Truth Era: Mind Mapping Values of Ukraine’s Volodymyr Zelensky, Yuliia Liubchenko – Pavlo Miroshnychenko – Katerina Sirinyok-Dolgaryova – Olena Tupakhina........... 146 Regaining Control over Nature or Learning to Live in Harmony with It: Media Framing of Environmental Issues Amidst the Coronavirus Pandemic, Olena Morozova – Olena Pankevych..................................... 168 ESSAY Silent Absolutions, Jozef Sedlák – Petra Cepková ................................................................................ 180 REVIEWS Slovak Language in the Media (or, 111 Most Common Mistakes Made by Slovak Journalists), Jana Radošinská................................................................................................................................ 192 News in Media, Ľuboš Greguš.............................................................................................................. 193 TODAY Neuromarketing – A New Possibility in Marketing Research at FMK UCM in Trnava, Peter Krajčovič – Tamás Darázs.........................................................................................................................................................196 About an Exhibition Image/Flow of Realities, Petra Cepková – Peter Lančarič – Eva Jonisová................ 198
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Temporal Changes under the Influence of Digital Media, Slavomír Gálik – Branislav Oprala..................... 4 Meta-Revision: The New Paradigm of Faustian Stories, Peter Getlík – Markéta Andričíková...................... 14 Attracting and Pre-Integrating Migrants Using Digital Media in the Local Labour Market, Wiktor Widera .....................................................................................................................................28 RESEARCH STUDIES Attitudes towards Different Influencer Categories – Exploration of Generation Z, Lucia Spálová – Peter Mikuláš – Oľga Púchovská...........................................................................................................44 “Do I Care that You Are Credible and We Are Similar?” Examining Credibility and Similarity as Experienced by Social Media Followers, Caroline S. L. Tan................................................................. 62 The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities, Michal Lukáč – Václav Kupec – Přemysl Písař – Peter Štarchoň...............................................................80 Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism, Presly Ogheneruke Obukoadata – Ngozi Eje Uduma – Oluchi Sussan Obukoadata..................................96 Hard News Revisited: A Case Study of Various Approaches to an Incident at a Primary School as Reflected in the Media, Nataliya Panasenko – Peter Krajčovič – Halyna Stashko.................................................. 112 International Obligations on Atmosphere and Climate Protection in Media Discourse: Propaganda Models of Russian and US Media, Nadezhda Radina – Sofya Bobkova.................................................. 130 Impact of the Corona Crisis on Marketing Communication Focused on Tourism, Tamás Darázs – Jarmila Šalgovičová............................................................................................................................ 148 The Role of Educational Content in a Digital Marketing Strategy, Ladislava Knihová............................ 162 REVIEWS An In-Depth Evaluation of (Not Only) Mainstream Films of Recent Decades, Terézia Rončáková............ 180 Violence on the Television Screen within the Concept of a Unified Labelling System, Pavel Bielik........... 181 The Role of SoLoMo Marketing and Media in the Communication of Eco-Innovations, Václav Kupec...... 184 TODAY Students Tested Their Skills in Marketing Competition KEMP, Matej Martovič ..................................... 186
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES The Role of Media and Mass Communication Theory in the Global Pandemic, Mark Deuze......................... 4 Crisis of Masculinity, Erotic Capital and Male Grooming in the Sociology of Marketing Communications, Ondřej Roubal – Jitka Cirklová............................................................................................................. 18 The Concept of Social (In)Justice and Its Portrayals in Todd Phillips’s Joker, Sami Çöteli...........................36 RESEARCH STUDIES Multiskilled in Many Ways: Ghanaian Female Journalists between Job and Home, Kodwo Jonas Anson Boateng – Epp Lauk.............................................................................................................................46 The Effect of Media and Political Beliefs and Attitudes on Trust in Political Institutions: A Multilevel Analysis on Data from 21 European Countries, Hana Macháčková – Michał Tkaczyk..............................64 The Foreign News and Media Image of the European Union in Current Television News Production, Ľuboš Greguš – Anna Kačincová Predmerská.........................................................................................84 Pasts, Presents and Futures of Public Service Media: The Challenges of Adaptation and Change in the Age of Data, Michał Głowacki.................................................................................................... 104 A Fake News Classification Framework: Application on Immigration Cases, Tatyana Vorobyeva – Konstantinos Mouratidis – Fotios-Nikolaos Diamantopoulos – Panagiotis Giannopoulos – Katerina Tavlaridou – Christos Timamopoulos – Vassilios Peristeras – Ioannis Magnisalis – Syed Iftikhar H. Shah.... 118 Fake-Vertising and Mobile Games: Case Study of ‘Pull the Pin’ Ads, Zdenko Mago................................. 132 Retro Marketing – A Power of Nostalgia Which Works Among among the Audience, Mária Holotová – Zdenka Kádeková – Ingrida Košičiarová............................................................................................. 148 U.S. High School Students’ Social Media Use and Their Political Socialization, Derek Anderson............. 166 REVIEWS Pavol Hrtus Jurina in a Golden Robe, Ján Gallik................................................................................... 176 Introducing (Mass) Media Studies, Lucia Magalová.............................................................................. 178 Introduction to Media Products, Łukasz P. Wojciechowski.................................................................... 181 Introduction to Digital Game Studies (Part One), Miroslav Macák........................................................ 182 Social Media and Journalism – Trends, Connections, Implications, Martin Solík.................................... 184 TODAY The (Academic) World Moving Online, Jana Radošinská...................................................................... 186
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES To Thrive Means to Entertain: The Nature of Today’s Media Industries, Jana Radošinská – Zuzana Kvetanová – Ján Višňovský..................................................................................................................... 4 Polish Media about Act 2.0 (The Constitution for Science), Sylwia Mrozowska – Anna Ryłko-Kurpiewska......................................................................................................................22 RESEARCH STUDIES The Robotic Reporter in The Czech News Agency: Automated Journalism and Augmentation in the Newsroom, Václav Moravec – Veronika Macková – Jakub Sido – Kamil Ekštein.......................................36 Strategies in Journalistic Branding on Social Media: The Influence of Public and Business Dimensions According to Future Journalists’ Perceptions, Amparo López-Meri – Laura Alonso-Muñoz – Andreu Casero-Ripollés....................................................................................................................................54 Trust Building and Fake News on Social Media from the Perspective of University Students from Four Visegrad Countries, Ludvík Eger – Dana Egerová – Michal Mičík – Erika Varga – Csilla Czeglédi – Lukasz Tomczyk – Michaela Sládkayová............................................................................................... 70 The Pragmatism of Hybridisation Logic of Television News in Slovakia, Zora Hudíková – Hana Pravdová – Alexandra Gažicová..................................................................................................90 Online Shopping Routines among Chilean Children: Level of Expansion and Main Causes, Beatriz Feijoo Fernández – Aurora García González.............................................................................126 The Concept of Learning-by-Doing in the Context of Media Education and School Quality Assessment, Norbert Vrabec – Ľubica Bôtošová....................................................................................................... 140 Communication of Local Farmers’ Products through Facebook: The Case Study of Naše-Vaše, Marek Petriľák – Erik Janšto – Elena Horská....................................................................................... 150 Brand Marketing of Regional Products – A Potential Strategic Management Tool in Regional Development, Ivana Butoracová Šindleryová – Kristína Hoghová .............................................................................. 164 The Use of Social Marketing Campaigns in Raising Awareness of Thalassemia in the UAE, Khaled Zamoum................................................................................................................................. 186 REVIEWS Genres of Journalism Revisited, Ján Višňovský.....................................................................................200 A Critical History of Media Art in the Netherlands. Platforms, Policies, Technologies, Tabea Lurk..........202 In What Society Do We Actually Live?, Dušan Pavlů...........................................................................204 TODAY Danuša Serafínová – An Interdisciplinary Expert in the Field of Mass Media and Journalism, Anna Sámelová..................................................................................................................................206
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Online Self-Conspiracy as a Challenge of Online-Mediated Communication for Social Change, Anna Sámelová...................................................................................................................................... 4 From a Reductionist to a Holistic Model of Digital Competence and Media Education, Viera Kačinová....... 16 Electoral Manipulation via Media: Theory and Evidence, Waldemar Wojtasik..........................................28 Change of Paradigm in Personnel Strategy – Corporate Social Responsibility and Internal Communication, Jaroslav Bednárik.....................................................................................................................................................42 RESEARCH STUDIES The Refugee Crisis from Below – E-Citizens’ Framing and (De)Legitimation Strategies on the ‘Debating Europe’ Platform, Camelia Cmeciu........................................................................................................58 Public Service Media versus Digital Media Platforms: A Threat or an Opportunity?, Kristýna Vysloužilová.... 74 Influence of the ‘News Finds Me’ Perception on News Sharing and News Consumption on Social Media, Francisco Segado-Boj – Jesús Díaz-Campo – Raquel Quevedo Redondo...........................................................90 The Image of Social Enterprises in Czech Online Media (2013 – 2018), Petra Koudelková – Tereza Zavadilová.............................................................................................................................. 106 Use of Media to Raise Awareness of Eco-Innovations, Peter Krajčovič....................................................120 Extent of Spending Leisure Time through the Electronic Media and Drug Behaviour of Youth, Zuzana Rojková – Kristína Mydlová.................................................................................................... 132 Sensory Marketing – Sensory Communication and Its Social Perception, Małgorzata Koszembar-Wiklik.... 146 REVIEWS On Television and Totalitarianism in Czechoslovakia, Ján Višňovský..................................................... 158 How to Write Advertising Text, Dušan Pavlů....................................................................................... 160 TODAY Viliam Ján Gruska (1936 – 2019), Ladislav Volko................................................................................ 161 Laco Torma (1953), Ladislav Volko..................................................................................................... 163
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Media and Truth in the Perspective of the Practice and Life Form of the Modern “Homo Medialis”, Sabína Gáliková Tolnaiová..................................................................................................................... 4 An Analysis of German-Language Media Texts on Topics Involving School and University, Anastasia Levitskaya – Lyudmila Seliverstova.....................................................................................................20 RESEARCH STUDIES Television News as an Information Source and Its Perception in Slovakia, Ján Višňovský – Ľuboš Greguš – Juliána Mináriková – Karina Kubíková.................................................................................................................40 Nonce Words in Mass Media Discourse (A Case Study of Travel Journalism Innovations), Kateryna Nykytchenko......................................................................................................................... 62 A Reflection on the Citizens’ Attitudes to the Political Situation (and Their Creative Renditions, Katarína Fichnová – Łukasz P. Wojciechowski – Peter Szabo.................................................................. 76 ‘I Have Won, and I Want to Share It’: The Ways Female Skiers Use Facebook as a Communication Tool, Veronika Macková – Kateřina Turková..................................................................................................94 Schools and Universities in Audiovisual Media: Experts’ Opinions, Alexander Fedorov.......................... 110 Social Comparison as a Moderator between Perceived Social Risk and Purchase Intention, Agnieszka Michniuk – Oliver Gansser – Sven Olaf Schmitz....................................................................124 Uses and Gratifications Approach, Social Media and Personal Branding: A Study on Social Media Users in Turkey, Hatun Boztepe Taşkıran...................................................................................................................... 142 REVIEWS What’s New in Polish Media Studies?, Peter Mikuláš............................................................................. 156 On the Highway to Multiplatform Journalism, Anna Kačincová Predmerská.......................................... 158 On Work, Values, Well-Being and Marketing Communication, Dušan Pavlů......................................... 161 WOW! Engage, Experience and Enjoy Marketing 4.0, A. Dhiraj – Suhel Ahmad................................... 163 Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions that Shape Social Media, Fatih Çömlekçi................................................................................................................................... 165 TODAY New Possibilities of International Cooperation with China, Juliána Mináriková..................................... 167 Peter Valček (1955 – 2019), Ladislav Volko......................................................................................... 169 Stano Kochan (1942), Ladislav Volko................................................................................................. 171
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: The Birth of American Advertising, Dáša Mendelová.............................................................................................4 On Cinderella Men and Peaceful Warriors: “Sportainment” in American Mainstream Cinema, Jana Radošinská....................................................................................................................................................... 20 Maximizers and Satisficers in Consumer Culture Changes, Ondřej Roubal..................................................... 38 Social Media Tools for TV Programmes Promotion, Mariana Kitsa – Iryna Mudra ....................................... 56 RESEARCH STUDIES Network Communities as an Expression of Inclusive Culture of Participation in Political Protests: The Sunflower Movement Case Study, Grażyna Piechota.....................................................................................74 Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities, Zdenka Kádeková – Mária Holienčinová.............................................................................................................. 90 Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing?, Michal Lukáč – Jaroslav Mihálik..........................................................................................................................106 ESSAY Recursion and Equifinality in Relationship between Film and Theatre: Being John Malkovich, Peter Getlík....... 118 Phonetic and Syntactic Stylistic Means in Media Space: Manipulation or Emotional Commonplace?, Halyna Stashko....................................................................................................................................................... 132 REVIEWS Media, the State and Marginalisation: Tackling Challenges, Ján Višňovský................................................... 144 TODAY Martin Slivka (1929 – 2002), Ladislav Volko..................................................................................................... 146 Milan Stano (1949), Ladislav Volko..................................................................................................................... 148
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Considering Historical (Dis) Continuities of Media (Literacy) Education in the Czech Republic for the Future Approach, Zdeněk Sloboda................................................................................................ 4 RESEARCH STUDIES Towards a Stakeholder Model of Government Communication: A Case Study of the Czech Republic, Štěpán Soukeník...................................................................................................................................20 Media Competence as a Cross-curricular Competence, Viera Kačinová...................................................38 Populism 2.0, Digital Democracy and the New ‘Enemies of the People’, Antonio Momoc...........................58 Uncertain Geography of the Local News and Civic Participation in New Media Era, Nataliia Steblyna....... 78 Print Magazine Covers as Packaging, Anna Jupowicz-Ginalska..............................................................94 Motives for the Use of Twitter by Arab Youth, Rahima Aissani – Abdulrahman Dheyab Abdullah........... 114 INTERVIEW Journalism Yesterday, Today and Tomorrow. Interview with Andrej Tušer, Zora Hudíková..................... 140 REVIEWS Reklub 1927-1949. Chapters from the History of Czechoslovak Advertising, Hana Pravdová................ 150 Dictionary of Selected Terms of Media Studies, Ľuboš Greguš............................................................... 152 TODAY Jozef Matúš (1940 – 2017), Jana Galera Matúšová............................................................................... 154 Roman Berger (1930), Ladislav Volko................................................................................................. 157 Marián Bachratý (1952), Ladislav Volko.............................................................................................. 159
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Media Responsibility During the Coverage of Terrorist Attacks – A Case Study of the Abduction and Execution of the Croatian Citizen Tomislav Salopek, Branimir Felger – Gordana Lesinger.................... 4 The Concept of Virtual Nationalism in the Digital Age: Social Media Perspectives of Turkey, Uğur Gündüz – Burcu Kaya Erdem........................................................................................................ 18 Motivations and Incentives of Community Media Content Creators: A Case Study of SpodNás, Lucia Škripcová...................................................................................................................................30 RESEARCH STUDIES Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing Communication Effect Maximisation, Tomáš Fašiang – Pavel Gežík.......................................................42 Evolution of Digital Video Consumption Patterns, Martin Kuchta – Andrej Miklošík................................58 Marginal Groups and Their Role within Media and Society Spectacularization – The Case of the International “Big Brother” Television Reality Show, Snježana Barić-Šelmić – Tomislav Levak – Barbara Balen Domazetović..... 70 Between Politicization and Securitization: Coverage of the European Migration Crisis in Czech Online News Media, Michal Tkaczyk................................................................................................................90 Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements Portraying Men, Derya Gül Ünlü......................................................................................................... 112 ESSAY Video and Theatre or a Hybrid Scene: The Case of Theatrical Mise En Scène Fanny and Alexander, Miloš Mistrík...................................................................................................................................... 134 INTERVIEW The Era of Global Disputes and Mass Media Distortions (Dialogue on Recognition, Justice and Democracy). Interview with Marek Hrubec, Eduardo Bittar........................................................... 146 Mediatisation of Communicative Behaviour. Interview with Friedrich Krotz, Hana Pravdová – Ľubica Hulajová................................................................................................................................. 156 REVIEWS Media Entertainment in the 21st Century, Zuzana Bučková.................................................................. 164 Film Therapy, Agnieszka Ogonowska.................................................................................................. 167 Before Comics: The Formation of the Domestic Picture Story in the Second Half of the XIX Century, Lenka Rusňáková.............................................................................................................................. 169 Journalism and Social Transformations: From Legacy to New Media, Romina Surugiu............................ 172 Industry 4.0 from a Managerial Economics Point of View, Josef Černohous............................................ 173 TODAY Denis McQuail (1935 – 2017), Ladislav Volko..................................................................................... 175 Marián Vanek (1941), Ladislav Volko.................................................................................................. 176
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix in the Post-Television Era, Jana Radošinská............................................................................................................4 Influence of Cyberspace on Changes in Contemporary Education, Slavomír Gálik.........................................30 Sociology of Branding: “Just Do It” in the “No Limits” World, Ondřej Roubal................................................40 Current Development Trends of Media Literacy in the European Union Countries, Dana Petranová - Monika Hossová - Peter Velický.............................................................................................................................. 52 Media Games in the Background of Slovak Parliamentary Elections in 2016, Peter Horváth - Matúš Meluš.....66 RESEARCH STUDIES Corporate Communication as One of the Basic Attributes of Corporate Identity - Case Study of Chocolate Milka, Ľudmila Nagyová - Ingrida Košičiarová - Martina Sedliaková........................................86 Social Networks and Their Role in Development of Civic Activity of the Ukrainian Youth, Tatiana Savrasova-V’un.........................................................................................................................................104 ESSAY Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising, Renáta Sedláková................................................................................................................................................... 114 REVIEWS Ambient Marketing + Case Studies in V4, Katarína Fichnová..........................................................................130 Corporate Identity - Key Element of Marketing Communication, Dušan Pavlů............................................ 131 Strategies for Media Literacy Development in European Countries, Mária Moravčíková............................133 TODAY Oskár Čepan (1925 - 1992), Ladislav Volko.......................................................................................................136 Hana Pravdová (1960), Ladislav Volko................................................................................................................138
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Goodvertising as a Paradigmatic Change in Contemporary Advertising and Corporate Strategy, Pavol Minár.......4 Mimicry - Principle of Identity Transformation from the Perspective of Digital Games Theory, Lenka Rusňáková... 18 Historical Reflection on Game Principle Alea and Its Presence in Virtual Reality, Zuzana Bučková............. 30 RESEARCH STUDIES When Age Matters: Patterns of Participative and Communicative Practices in the Czech Republic, Alena Macková - Hana Macháčková - Jakub Macek - Jan Šerek......................................................................... 46 A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties in the Context of the 2015 Parliamentary Election, Agnieszka Turska-Kawa - Agata Olszanecka-Marmola.... 66 News Values in Slovak Television News, Ľuboš Greguš - Juliána Mináriková................................................... 78 Public Relations as Viewed by Employees of Polish Welfare Institutions, Michał Szyszka............................... 90 INTERVIEW Is Media Literacy Still One of the Priorities for Policy Makers? Interview with David Buckingham and Alexander Fedorov, Norbert Vrabec ..............................................................................................................100 On Technology Innovations, Digitalisation and Social Security in the 21st Century. Interview with Henning Meyer, Veronika Pizano - Ivan Lacko.........................................................................108 REVIEWS New Media - Trends and Challenges, Romina Surugiu....................................................................................... 116 To Film Mysticism. Communication of Spiritual Experience in the Life and Work of Juraj Török, Sabína Gáliková Tolnaiová....................................................................................................................................117 New Scholarly Reflections on Slovak Media Law: Media System of the Slovak Republic in the Light of Law by Jaroslav Chovanec, Magdaléna Ungerová........................................................................................... 119 TODAY Juraj Vojtek (1936 - 2016), Ján Višňovský...........................................................................................................124 Faculty of Mass Media Communication’s Lecturers and Student Awarded by the Literary Fund, Jana Radošinská.....................................................................................................................................................126 Authenticating Celebrity in the Contemporary World, Peter Mikuláš.............................................................128 Fero Jablonovský (1956), Ladislav Volko............................................................................................................130
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4 Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18 Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32 The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52 RESEARCH STUDIES Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton - Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66 Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82 Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92 Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104 INTERVIEW Some Notes on the Translation as an Interpretative Art and Communication as well. Interview with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118 REVIEWS Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128 Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129 The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133 Speech Communication, Dominika Rašová .......................................................................................... 134 TODAY “Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137 Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138 Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Audiovisual Media in the Context of Communicative and Ethical Competences - Media Theology Approach, Małgorzata Laskowska - Krzysztof Marcyński .......................................................................................... 4 Strategies in Media Planning, Peter Krajčovič...........................................................................................20 RESEARCH STUDIES Homogenous, or Heterogenous? A Comparative Analysis of Three Czech Journalists Generations, Václav Moravec - Marína Urbániková - Jaromír Volek ..............................................................................32 Human Enhancement and Transhuman Technologies in Slovak Media Discourses, Magda Petrjánošová.......50 The Relationship of Young Slovak Catholics to the Media, Terézia Rončáková ............................................62 “You Don’t Have a Leg? Don’t Worry, You Can Still Be a Star!” Media Image of Cyclist Jiří Ježek, Veronika Macková - Ondřej Trunečka .....................................................................................................78 The Role of Social Media During Protests on Maidan, Grażyna Piechota - Robert Rajczyk ...........................86 Media, Death, Dialogue. Social and Media Values in the Discourse about the ‘Family’ Suicides in Bulgaria, Petar Kanev..........................................................................................................................................98 ESSAY Conflicting Messages: The Visual Rhetoric of Slow Food, Benjamin Garner.............................................. 112 REVIEWS Contradictions and Alternatives to Global Capitalism. A Polemic, Slavomír Gálik ..................................... 120 Media & Law, Marek Švec.................................................................................................................... 122 On the History of Czechoslovak Advertising 1918 - 1989, Dušan Pavlů................................................... 123 Public Relations, Ľubica Hulajová........................................................................................................125 TODAY In the Big U.S.A Little Slovakia Has Got the Most Prestigious Award, Juraj Vojtek..................................... 127 Alexander Matuška (1910 - 1975), Ladislav Volko................................................................................. 128 Kazo Kanala (* 1946), Ladislav Volko.................................................................................................. 130
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Influence of the Internet on the Cognitive Abilities of Man. Phenomenological and Hermeneutical Approach, Slavomír Gálik - Sabína Gáliková Tolnaiová ............................................................................................ 4 Changes in Value Structures and the Importance of Intercultural Communication in Modern Society, Aleš Hes - Marie Koubová - Tereza Chlumská ......................................................................................... 16 RESEARCH STUDIES University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search, Peter Murár .........................................................................................................................................24 Innovation in the Slovak Advertising Environment, Dáša Mendelová - Anna Zaušková ...............................38 Practical Implementation of the Right to be Forgotten in the Context of Google Spain Decision, Daniel Krošlák ....................................................................................................................................58 ESSAY People’s Talents, People’s Welfare: Educational Economics since 1965, Jozef M. M. Ritzen .........................72 INTERVIEW Global Conflicts and the Macro-regional Modernities. Interview with Marek Hrubec, Martin Solík .............. 82 REVIEWS Consumer Culture: History, Theory and Research, Ondřej Roubal ......................................................... 100 Memes in Digital Culture, Ali Shehzad Zaidi ........................................................................................ 102 Media Research. The Most Frequently Used Methods and Techniques, Petra Adamková .......................... 104 The Structure and Composition of Genres of the English-written Journalism, Jana Radošinská ................ 105 TODAY Exceptional Scientific Event Orchestrated under the Baton of the Faculty of Mass Media Communication, Katarína Ďurková ............................................................................................................................. 109 “Explosion of Innovations”: Marketing Identity 2014, Jana Radošinská ................................................. 110 Ivan Stadtrucker (* 1935), Ladislav Volko ............................................................................................111 Viktor Kubal (1923 – 1997), Ladislav Volko .........................................................................................113
About the journal: Communication Today is a scientific journal from the mass media and marketing ... more About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES Critical Thinking and the Challenges of Internet, Alexander Plencner.......................................................... 4 Sociálne uznanie v globálnom priestore: možnosti a limity mediálnej reflexie / Social Recognition on a Global Scale: Opportunities and Limits of Media Reflection, Martin Solík – Juliána Mináriková ...........20 Předpoklady interkulturní komunikace / Preconditions of an Intercultural Communication, Marek Hrubec........32 Communication in Knowledge Transfer Management, Zbyněk Pitra – Anna Zaušková................................50 RESEARCH STUDIES K vybraným aspektom metodológie prieskumu sociálnych médií z pohľadu politických vied / On Selected Aspects of the Methodology of Social Media Surveying from the Viewpoint of Political Sciences, Roland Kyška.........................................................................................................66 Prístup Katolíckych novín k politickému dianiu. Postoj a podnety angažovaných čitateľov / Political Affairs in the Catholic News. Attitudes and Impulses of Active Readers, Terézia Rončáková....................................80 REVIEWS Univerzita, spoločnosť, filozofia: realita verzus hodnoty, Slavomír Gálik.....................................................96 Digitální demence, Peter Murár..............................................................................................................99 Aktuálne trendy v mediálnej kultúre, Anna Predmerská.......................................................................... 100 TODAY Junior and Senior Academy, Norbert Vrabec........................................................................................... 103 Cyrilo–metodská cesta pre rozvoj kultúrnych aktivít a kultúrneho turizmu, Milan Rajčák........................... 104 Július Paštéka (*1924), Ladislav Volko................................................................................................. 105 Dana Zacharová (*1947), Ladislav Volko.............................................................................................. 107
Uploads
THEORETICAL STUDIES
The COVID-19 Pandemic: A Catalyst for Increased Consumption in Television and Social Media
Usage in Romania, Antonio Momoc ........................................................................................................... 4
The Influence of News Agencies on Print and Online Publications/Newspapers,
Saule Kultayeva – Rimma Zhaxylykbayeva – Gulnar Uzbekova – Aliya Beldibekova – Galiya Maikotova ...... 16
RESEARCH STUDIES
Evolution of Commercials Featuring Para Athletes: From Friend Next Door to Equal Sports Stars,
Veronika Macková – Kateřina Turková – Alice Němcová Tejkalová ........................................................... 32
The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing,
Peter Murár – Michal Kubovics – Vladimíra Jurišová ................................................................................ 50
Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour
and Appearance of Employees, Jana Kozáková – Radovan Savov – Tamás Darázs ....................................... 64
Significant Communication Factors for Sustainable Products with a Focus on Czech Consumers,
Eva Jaderná –Alena Srbová ................................................................................................................... 78
Beyond Data: Strategically Leveraging Consumer Metrics and Market Signals of Business Prosperity
in the Context of Marketing Communications, Tomáš Fašiang – Pavel Gežík ............................................... 98
Virtual Voices for Sustainable Values: Exploring Content Themes and Advocacy Strategies
in the Sustainability Promotion of Virtual Influencers, Hoai Lan Duong – Minh Tung Tran .......................... 116
Kyjev or Kyjiv? Use of Ukrainian City Names in Slovak Media as an Expression of Solidarity, Daniel Rabina ... 138
How Universities Communicate with the Public via Social Media: A Content Analysis,
Ludvík Eger – Mikuláš Gangur ............................................................................................................ 156
Beyond Borders: Unveiling the Media Representation of Zuzana Čaputová in Czech Online News,
Martina Švecová ................................................................................................................................. 174
Potentials and Challenges of Digit(al)isation and Convergence of Television in Bosnia and Herzegovina,
Lamija Silajdžić ................................................................................................................................. 194
REVIEWS
Monitoring Mediascapes: A Premise of Wisdom-Based EU Media Governance, Bianka Francistyová ............. 210
On Online Disinformation as a Challenge for School Teaching: Practical Demonstration of How It
Can Be Done in an Interesting and Effective Way, Matej Majerský ............................................................ 212
TODAY
European Media Landscape under Scrutiny: MediaDelCom Project and Its International Significance,
Jana Radošinská – Ľudmila Čábyová ................................................................................................... 215
from the mass media and marketing communication
field. The journal contains professional scientific
reflections on the media, media competence; it also
offers academic discourses on the limits of reality,
media thinking, new media, marketing and media relations,
new trends in marketing including their types
and specifics, psychology and sociology of marketing
communication, as well as new knowledge about
the structure of media contents, marketing strategies
and communication sciences. The professional public
is offered an interdisciplinary, focused, targeted
discussion in these pages.
Communication Today is a reviewed periodical
published twice a year. It focuses on theoretical studies,
theoretical and empirical studies, research results
and their implementation into practice, as well as professional
publication reviews.
The members of the journal’s Editorial Board
are members of the European Communication
Research and Education Association (ECREA).
Communication Today is indexed in citation databases
as follows: Cabell’s Directories, CEJSH,
EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals
Directory, Index Copernicus, ERIH PLUS,
SCOPUS and Emerging Sources Citation Index
(ESCI) – Web of Science Core Collection.
CONTENTS
THEORETICAL STUDIES
New Legal Regulation of Publications in Slovak Media Environment, Ján Višňovský – Martin Solík –
Oľga Dúbravská......................................................................................................................................... 4
The Model of Value of a Media Product, Slavka Pitoňáková..........................................................................16
Exploring the Evolution of Storytelling in the Streaming Era: A Study of Narrative Trends in Netflix
Original Content, Petro Katerynych – Vita Goian – Oles Goian...............................................................28
Methodological Principles of Media Technologies’ Influence on Human Being and Geopolitical Processes,
Andrii Kutsyk.......................................................................................................................................42
RESEARCH STUDIES
Status of Senior Media Literacy in the Slovak Republic, Monika Prostináková Hossová............................ 52
Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian
Military Conflict by Generation Z in Slovakia, Lucia Spálová – Peter Mikuláš.......................................... 76
Attractive Human Face as a Communication Tool: Age and Gender Specifics of the Attractiveness
of Sexually Dimorphic Features in Facial Composites, Slávka Démuthová – Alexandra Hudáková...........90
Polarisation and Disinformation Content from Spanish Political Actors on Twitter/X, Elias Said-Hung –
Adoración Merino-Arribas – Javier Martínez-Torres.............................................................................. 104
Unlocking Generation Y: Market Segmentation via Lifestyle Insights, Veronika Kopřivová –
Kateřina Matušínská..........................................................................................................................122
The Media Framing of a Toxic Celebrity. How the Slovak Press Portrayed the Businessman Accused
of Journalist’s Murder, Terézia Rončáková – Lucia Virostková – Petra Polievková – Peter Kravčák.......... 140
Online Media Audience during the COVID-19 Pandemic as an Active Amplifier of Disinformation:
Motivations of University Students to Share Information on Facebook, Hedviga Tkáčová –
Patrik Maturkanič – Martina Pavlíková – Katarína Slobodová Nováková............................................. 154
The COVID-19 Pandemic and Its Influence on Slovak Media Professionals, Šimona Tomková –
Slavomír Gálik – Miroslav Kapec......................................................................................................... 168
Survey of Consumer Behaviour in Selected International Catering Establishments in Czechia,
Patrik Kajzar – Ladislav Mura............................................................................................................ 196
REVIEWS
Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives,
Renata Čuhlová.................................................................................................................................. 210
On Global Media Synergies: Merging Music, Television and Digital Games to Generate Profit,
Mária Dolniaková.............................................................................................................................. 212
TODAY
Horizon 2020 Project MEDIADELCOM: Assessing Media Risks and Opportunities,
Juliána Mináriková............................................................................................................................ 214
reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies
and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional
publication reviews. The members of the journal’s Editorial Board
are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals
Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
THEORETICAL STUDIES
The Blockbuster Biopic Bohemian Rhapsody as an Expression of Cinema/Music Synergy, Jana Radošinská –
Lenka Rusňáková – Zuzana Točená – Martin Schwarz............................................................................. 4
Beyond Brand Image: A Neuromarketing Perspective, Dinko Jukić..........................................................22
Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach,
Yuliia Skrynnik....................................................................................................................................40
RESEARCH STUDIES
What Is Subvertising? A Proposal of Delimitation and Definition, Inés Leal-Rico – Natalia Papí-Gálvez –
Cande Sánchez-Olmos.......................................................................................................................... 52
Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising, Ľubica Gajanová –
Margaréta Nadányiová – Jana Majerová – Boris Kollár – Anna Pražáková.............................................66
Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing
Communication, Marianna Marko – Alena Kusá....................................................................................86
Sustainable Outdoor Advertising: A Professional Point of View from Spain, Eva Breva-Franch –
Fernando Olivares-Delgado – M. Teresa Benlloch-Osuna...................................................................... 100
Social Media as a Tool of Building Reputation and Identity of National Parks, Kristína Korená –
Petra Pártlová.................................................................................................................................... 116
The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study
in Convenience Stores, Paulo Duarte Silveira – Cristina Marreiros........................................................ 136
Motivations behind the Production of News Podcasts in Established Czech Media, Matěj Skalický........... 158
Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers,
Anna Paulína Jelínková – Andrej Trnka...............................................................................................174
The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values
and the Popularisation of Science, Hasan Gürkan – Maria Carmen Echazarreta-Soler............................ 192
REVIEWS
Crime and Investigative Reporting in the UK, Lucia Virostková............................................................208
From Homo Ludens to Homo Medialis: Cultural Dimensions of Game Principles and Media,
Veronika Šašalová.............................................................................................................................. 210
TODAY
A Consideration on the Impact of Artificial Intelligence on Society, Michal Kubovics.............................. 213
Digital Games, Collectors and (Artificial) Scarcity: The Digital Future Might Be a Bit Physical after All,
Miroslav Macák – Veronika Šašalová ..................................................................................................... 4
Reality Show as a Controversial Format of Socialisation, Zora Hudíková – Hana Pravdová......................24
RESEARCH STUDIES
Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact
of Different Health Campaign Strategies, Natividad Crespo-Tejero – Susana Fernandez-Lores – Ruth
Fernández-Hernández .........................................................................................................................48
Anti-American Political Cartoons as Propaganda Published in Rudé Právo in 1951, Philip Katz ............... 62
Trends in Radio News Coverage of Private Broadcasters in the Conditions of the Slovak Republic,
Ľubica Bôtošová – Andrej Brník ...........................................................................................................80
Infodemic in the First and Second Wave of the Pandemic: Comparative Media Content Analysis
of Croatian Portals, Anita Dremel – Gordana Lesinger – Juraj Jurlina.....................................................94
Populism as a Communication Strategy: A Case Study of the Freedom and Direct Democracy Party
and Tomio Okamura, Jakub Charvát – Denisa Charvátová – Eva Niklesová ......................................... 106
Analysis of Political Speeches during the SARS-CoV-2 Pandemic in a Comparative Perspective of Maleand Female-Led Governments, Peter Horváth – Richard Brix – Erik Urc...............................................122
Sarawak Elections and Midterm Transition Government 2020: Understanding the Public’s Perception
of the Mediatization and Populism Approach through the Media Content of Newspapers,
Mohd Nashriq Nizam – Hasmah Zanuddin – Mohamad Saleeh Rahamad ............................................ 136
A Miracle of Nowadays Affecting Consumers’ Behaviour: The Outstanding Influence of Social Media,
Kristína Igarová – Zdenka Kádeková – Ingrida Košičiarová ................................................................ 166
The Position of the Brand and Its Marketing Communication in the Crisis Period, Jana Přikrylová –
Ladislav Pátík................................................................................................................................... 178
The Connection between Problematic Internet Use, Social Media Use and Academic Procrastination:
Case Studies, Dominika Kurajda – Dominika Doktorová .................................................................... 196
REVIEWS
Retail Marketing Communication and the Consumer Behaviour of Selected Generations,
Ľudmila Čábyová.............................................................................................................................. 214
Media Text in the Mirror of Linguistics, Olena Morozova..................................................................... 216
TODAY
Meeting of Members of the Mediadelcom Project Consortium in Sofia with the Participation
of the Slovak Research Team (a Report), Sabína Gáliková Tolnaiová..................................................... 218
Deliberative Communication in the Context of Authoritarian Sentimentalism and Disinformation Chaos,
Tomáš Škarba – Ján Višňovský................................................................................................................ 4
Paid Subscriptions and Premium Content: Online News Publishers’ Monetisation Strategies,
Alexandra Mathiasová – Martin Solík – Juliána Mináriková................................................................... 18
Human Downgrading – The Concept of Human Degradation on Social Media, Erika Moravčíková...........28
Media Coverage and Its Determinants in the Context of the COVID-19 Pandemic, Slavomír Gálik –
Sabína Gáliková Tolnaiová...................................................................................................................46
RESEARCH STUDIES
Motivations for News Exposure in Different Media Systems: A Comparative Study of Germany,
Spain and the United Kingdom, Jordi Rodríguez-Virgili – Aurken Sierra – Javier Serrano-Puche................60
Philosophical Meta-Story about The Little Prince as a Synergy of Book and Film Industries:
On the Possibilities of Film Adaptation of Literature for Children and Youth, Lenka Rusňáková –
Zuzana Kopecká.................................................................................................................................. 74
The Attitudes of Slovak Digital Native Students towards Online Video Advertising, Andrej Miklošík –
Peter Štarchoň – Martina Jantová – Martin Kuchta.................................................................................92
Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic,
Dagmar Weberová – Radim Bačuvčík – Martin Kazík – Jana Černá....................................................... 108
Parasocial Interaction Does Not Function as a Relationship Mediator between the Influencer’s Online
Content and the Adolescent’s Prosocial Moral Reasoning and Behaviour, Martin Brestovanský –
Daniela Sekerešová............................................................................................................................ 130
Social Buttons and Peer-to-Peer Second-Hand Marketplace Interactivity on Letgo, Erhan Özcan –
Burcu Şimşek..................................................................................................................................... 146
Programme Offer of Selected Children’s Television Channels in Slovakia, Andrea Rysová...................... 160
Changes in Purchasing Behaviour after the Onset of the COVID-19 Pandemic Related to the Application
of Corporate Social Responsibility, Peter Ušák – Jaroslav Bednárik...................................................... 180
REVIEWS
Media – Migration – Politics: Discursive Strategies in the Current Czech and Slovak Context,
Michaela Fikejzová.................................................................................................................................................190
Selected Problems of Studying Media Culture I.: Hypermodern Society, Miroslav Kapec........................ 192
A New College Textbook on Media Has Just Seen the Light of Day, Karol Orban.................................... 193
21 Lessons for the 21st Century, Dušan Pavlů...................................................................................... 195
Handbook of Political Journalism, Magdaléna Ungerová...................................................................... 197
Recognition as an Issue of Justice and Its Media Reflection, Ján Višňovský............................................. 199
TODAY
Debunk, Check and Tell Others – New Player in the Fight against Disinformation in Central Europe,
Ľuboš Greguš...........................................................................................................................................................201
FMK’s Involvement in International Horizon 2020 Project, Slavomír Gálik...........................................202
Correlations of Culture, Game Principles and Media Productions, Hana Pravdová – Zora Hudíková.......... 4
The Paradigmatic Change in the Media-Mediated Communication after the Onset of Online Media
Technologies, Anna Sámelová...............................................................................................................20
Possibilities and Limitations of Communication of Special Purpose Civic Associations – The Case of Internal
Communication of a Trade Union Active in a Company Influenced by the Groundswell Concept,
Marek Švec – Adam Madleňák – Zuzana Bezáková – Jan Horecký.......................................................... 32
Daydreaming of Internet Users about Someone Else’s Love Relationship as a Virtual vs Real Hybrid,
Tatyana Leontyeva...............................................................................................................................46
Mediatised Home: Using Semiotic Repertoires in Online Workplace Communications,
Evgeny Kozhemyakin ...........................................................................................................................58
RESEARCH STUDIES
Is Covid-19 an “Ordinary Flu” That Benefits Politicians? Perception of Pandemic Disinformation in Latvia,
Anda Rožukalne – Sandra Murinska – Alise Tifentale.............................................................................68
Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools,
Michal Kubovics – Anna Zaušková – Simona Ščepková...........................................................................84
Factors Influencing B2B Businesses’ Communication on Social Media, Michaela Jánská –
Marta Žambochová............................................................................................................................ 100
Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity,
Diana Dávila-Ruiz – Erik Ernesto Vazquez.......................................................................................... 112
Building the Prestige of a University as a Tool to Achieve Competitiveness, Martina Juříková –
Josef Kocourek – Lenka Ližbetinová....................................................................................................128
Political Communication in the Post-Truth Era: Mind Mapping Values of Ukraine’s Volodymyr Zelensky,
Yuliia Liubchenko – Pavlo Miroshnychenko – Katerina Sirinyok-Dolgaryova – Olena Tupakhina........... 146
Regaining Control over Nature or Learning to Live in Harmony with It: Media Framing of Environmental
Issues Amidst the Coronavirus Pandemic, Olena Morozova – Olena Pankevych..................................... 168
ESSAY
Silent Absolutions, Jozef Sedlák – Petra Cepková ................................................................................ 180
REVIEWS
Slovak Language in the Media (or, 111 Most Common Mistakes Made by Slovak Journalists),
Jana Radošinská................................................................................................................................ 192
News in Media, Ľuboš Greguš.............................................................................................................. 193
TODAY
Neuromarketing – A New Possibility in Marketing Research at FMK UCM in Trnava, Peter Krajčovič –
Tamás Darázs.........................................................................................................................................................196
About an Exhibition Image/Flow of Realities, Petra Cepková – Peter Lančarič – Eva Jonisová................ 198
Temporal Changes under the Influence of Digital Media, Slavomír Gálik – Branislav Oprala..................... 4
Meta-Revision: The New Paradigm of Faustian Stories, Peter Getlík – Markéta Andričíková...................... 14
Attracting and Pre-Integrating Migrants Using Digital Media in the Local Labour Market,
Wiktor Widera .....................................................................................................................................28
RESEARCH STUDIES
Attitudes towards Different Influencer Categories – Exploration of Generation Z, Lucia Spálová –
Peter Mikuláš – Oľga Púchovská...........................................................................................................44
“Do I Care that You Are Credible and We Are Similar?” Examining Credibility and Similarity
as Experienced by Social Media Followers, Caroline S. L. Tan................................................................. 62
The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities,
Michal Lukáč – Václav Kupec – Přemysl Písař – Peter Štarchoň...............................................................80
Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism,
Presly Ogheneruke Obukoadata – Ngozi Eje Uduma – Oluchi Sussan Obukoadata..................................96
Hard News Revisited: A Case Study of Various Approaches to an Incident at a Primary School as Reflected
in the Media, Nataliya Panasenko – Peter Krajčovič – Halyna Stashko.................................................. 112
International Obligations on Atmosphere and Climate Protection in Media Discourse: Propaganda
Models of Russian and US Media, Nadezhda Radina – Sofya Bobkova.................................................. 130
Impact of the Corona Crisis on Marketing Communication Focused on Tourism, Tamás Darázs –
Jarmila Šalgovičová............................................................................................................................ 148
The Role of Educational Content in a Digital Marketing Strategy, Ladislava Knihová............................ 162
REVIEWS
An In-Depth Evaluation of (Not Only) Mainstream Films of Recent Decades, Terézia Rončáková............ 180
Violence on the Television Screen within the Concept of a Unified Labelling System, Pavel Bielik........... 181
The Role of SoLoMo Marketing and Media in the Communication of Eco-Innovations, Václav Kupec...... 184
TODAY
Students Tested Their Skills in Marketing Competition KEMP, Matej Martovič ..................................... 186
The Role of Media and Mass Communication Theory in the Global Pandemic, Mark Deuze......................... 4
Crisis of Masculinity, Erotic Capital and Male Grooming in the Sociology of Marketing Communications,
Ondřej Roubal – Jitka Cirklová............................................................................................................. 18
The Concept of Social (In)Justice and Its Portrayals in Todd Phillips’s Joker, Sami Çöteli...........................36
RESEARCH STUDIES
Multiskilled in Many Ways: Ghanaian Female Journalists between Job and Home, Kodwo Jonas Anson
Boateng – Epp Lauk.............................................................................................................................46
The Effect of Media and Political Beliefs and Attitudes on Trust in Political Institutions: A Multilevel
Analysis on Data from 21 European Countries, Hana Macháčková – Michał Tkaczyk..............................64
The Foreign News and Media Image of the European Union in Current Television News Production,
Ľuboš Greguš – Anna Kačincová Predmerská.........................................................................................84
Pasts, Presents and Futures of Public Service Media: The Challenges of Adaptation and Change
in the Age of Data, Michał Głowacki.................................................................................................... 104
A Fake News Classification Framework: Application on Immigration Cases, Tatyana Vorobyeva –
Konstantinos Mouratidis – Fotios-Nikolaos Diamantopoulos – Panagiotis Giannopoulos – Katerina
Tavlaridou – Christos Timamopoulos – Vassilios Peristeras – Ioannis Magnisalis – Syed Iftikhar H. Shah.... 118
Fake-Vertising and Mobile Games: Case Study of ‘Pull the Pin’ Ads, Zdenko Mago................................. 132
Retro Marketing – A Power of Nostalgia Which Works Among among the Audience, Mária Holotová –
Zdenka Kádeková – Ingrida Košičiarová............................................................................................. 148
U.S. High School Students’ Social Media Use and Their Political Socialization, Derek Anderson............. 166
REVIEWS
Pavol Hrtus Jurina in a Golden Robe, Ján Gallik................................................................................... 176
Introducing (Mass) Media Studies, Lucia Magalová.............................................................................. 178
Introduction to Media Products, Łukasz P. Wojciechowski.................................................................... 181
Introduction to Digital Game Studies (Part One), Miroslav Macák........................................................ 182
Social Media and Journalism – Trends, Connections, Implications, Martin Solík.................................... 184
TODAY
The (Academic) World Moving Online, Jana Radošinská...................................................................... 186
To Thrive Means to Entertain: The Nature of Today’s Media Industries, Jana Radošinská – Zuzana
Kvetanová – Ján Višňovský..................................................................................................................... 4
Polish Media about Act 2.0 (The Constitution for Science), Sylwia Mrozowska –
Anna Ryłko-Kurpiewska......................................................................................................................22
RESEARCH STUDIES
The Robotic Reporter in The Czech News Agency: Automated Journalism and Augmentation in the
Newsroom, Václav Moravec – Veronika Macková – Jakub Sido – Kamil Ekštein.......................................36
Strategies in Journalistic Branding on Social Media: The Influence of Public and Business Dimensions
According to Future Journalists’ Perceptions, Amparo López-Meri – Laura Alonso-Muñoz – Andreu
Casero-Ripollés....................................................................................................................................54
Trust Building and Fake News on Social Media from the Perspective of University Students from Four
Visegrad Countries, Ludvík Eger – Dana Egerová – Michal Mičík – Erika Varga – Csilla Czeglédi –
Lukasz Tomczyk – Michaela Sládkayová............................................................................................... 70
The Pragmatism of Hybridisation Logic of Television News in Slovakia, Zora Hudíková –
Hana Pravdová – Alexandra Gažicová..................................................................................................90
Online Shopping Routines among Chilean Children: Level of Expansion and Main Causes,
Beatriz Feijoo Fernández – Aurora García González.............................................................................126
The Concept of Learning-by-Doing in the Context of Media Education and School Quality Assessment,
Norbert Vrabec – Ľubica Bôtošová....................................................................................................... 140
Communication of Local Farmers’ Products through Facebook: The Case Study of Naše-Vaše,
Marek Petriľák – Erik Janšto – Elena Horská....................................................................................... 150
Brand Marketing of Regional Products – A Potential Strategic Management Tool in Regional Development,
Ivana Butoracová Šindleryová – Kristína Hoghová .............................................................................. 164
The Use of Social Marketing Campaigns in Raising Awareness of Thalassemia in the UAE,
Khaled Zamoum................................................................................................................................. 186
REVIEWS
Genres of Journalism Revisited, Ján Višňovský.....................................................................................200
A Critical History of Media Art in the Netherlands. Platforms, Policies, Technologies, Tabea Lurk..........202
In What Society Do We Actually Live?, Dušan Pavlů...........................................................................204
TODAY
Danuša Serafínová – An Interdisciplinary Expert in the Field of Mass Media and Journalism,
Anna Sámelová..................................................................................................................................206
Online Self-Conspiracy as a Challenge of Online-Mediated Communication for Social Change,
Anna Sámelová...................................................................................................................................... 4
From a Reductionist to a Holistic Model of Digital Competence and Media Education, Viera Kačinová....... 16
Electoral Manipulation via Media: Theory and Evidence, Waldemar Wojtasik..........................................28
Change of Paradigm in Personnel Strategy – Corporate Social Responsibility and Internal Communication,
Jaroslav Bednárik.....................................................................................................................................................42
RESEARCH STUDIES
The Refugee Crisis from Below – E-Citizens’ Framing and (De)Legitimation Strategies on the ‘Debating
Europe’ Platform, Camelia Cmeciu........................................................................................................58
Public Service Media versus Digital Media Platforms: A Threat or an Opportunity?, Kristýna Vysloužilová.... 74
Influence of the ‘News Finds Me’ Perception on News Sharing and News Consumption on Social Media,
Francisco Segado-Boj – Jesús Díaz-Campo – Raquel Quevedo Redondo...........................................................90
The Image of Social Enterprises in Czech Online Media (2013 – 2018), Petra Koudelková –
Tereza Zavadilová.............................................................................................................................. 106
Use of Media to Raise Awareness of Eco-Innovations, Peter Krajčovič....................................................120
Extent of Spending Leisure Time through the Electronic Media and Drug Behaviour of Youth,
Zuzana Rojková – Kristína Mydlová.................................................................................................... 132
Sensory Marketing – Sensory Communication and Its Social Perception, Małgorzata Koszembar-Wiklik.... 146
REVIEWS
On Television and Totalitarianism in Czechoslovakia, Ján Višňovský..................................................... 158
How to Write Advertising Text, Dušan Pavlů....................................................................................... 160
TODAY
Viliam Ján Gruska (1936 – 2019), Ladislav Volko................................................................................ 161
Laco Torma (1953), Ladislav Volko..................................................................................................... 163
Media and Truth in the Perspective of the Practice and Life Form of the Modern “Homo Medialis”,
Sabína Gáliková Tolnaiová..................................................................................................................... 4
An Analysis of German-Language Media Texts on Topics Involving School and University,
Anastasia Levitskaya – Lyudmila Seliverstova.....................................................................................................20
RESEARCH STUDIES
Television News as an Information Source and Its Perception in Slovakia, Ján Višňovský – Ľuboš Greguš –
Juliána Mináriková – Karina Kubíková.................................................................................................................40
Nonce Words in Mass Media Discourse (A Case Study of Travel Journalism Innovations),
Kateryna Nykytchenko......................................................................................................................... 62
A Reflection on the Citizens’ Attitudes to the Political Situation (and Their Creative Renditions,
Katarína Fichnová – Łukasz P. Wojciechowski – Peter Szabo.................................................................. 76
‘I Have Won, and I Want to Share It’: The Ways Female Skiers Use Facebook as a Communication Tool,
Veronika Macková – Kateřina Turková..................................................................................................94
Schools and Universities in Audiovisual Media: Experts’ Opinions, Alexander Fedorov.......................... 110
Social Comparison as a Moderator between Perceived Social Risk and Purchase Intention,
Agnieszka Michniuk – Oliver Gansser – Sven Olaf Schmitz....................................................................124
Uses and Gratifications Approach, Social Media and Personal Branding: A Study on Social Media Users in Turkey,
Hatun Boztepe Taşkıran...................................................................................................................... 142
REVIEWS
What’s New in Polish Media Studies?, Peter Mikuláš............................................................................. 156
On the Highway to Multiplatform Journalism, Anna Kačincová Predmerská.......................................... 158
On Work, Values, Well-Being and Marketing Communication, Dušan Pavlů......................................... 161
WOW! Engage, Experience and Enjoy Marketing 4.0, A. Dhiraj – Suhel Ahmad................................... 163
Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions that Shape Social Media,
Fatih Çömlekçi................................................................................................................................... 165
TODAY
New Possibilities of International Cooperation with China, Juliána Mináriková..................................... 167
Peter Valček (1955 – 2019), Ladislav Volko......................................................................................... 169
Stano Kochan (1942), Ladislav Volko................................................................................................. 171
On Cinderella Men and Peaceful Warriors: “Sportainment” in American Mainstream Cinema,
Jana Radošinská....................................................................................................................................................... 20
Maximizers and Satisficers in Consumer Culture Changes, Ondřej Roubal..................................................... 38
Social Media Tools for TV Programmes Promotion, Mariana Kitsa – Iryna Mudra ....................................... 56
RESEARCH STUDIES
Network Communities as an Expression of Inclusive Culture of Participation in Political Protests:
The Sunflower Movement Case Study, Grażyna Piechota.....................................................................................74
Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities,
Zdenka Kádeková – Mária Holienčinová.............................................................................................................. 90
Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing?,
Michal Lukáč – Jaroslav Mihálik..........................................................................................................................106
ESSAY
Recursion and Equifinality in Relationship between Film and Theatre: Being John Malkovich, Peter Getlík....... 118
Phonetic and Syntactic Stylistic Means in Media Space: Manipulation or Emotional Commonplace?,
Halyna Stashko....................................................................................................................................................... 132
REVIEWS
Media, the State and Marginalisation: Tackling Challenges, Ján Višňovský................................................... 144
TODAY
Martin Slivka (1929 – 2002), Ladislav Volko..................................................................................................... 146
Milan Stano (1949), Ladislav Volko..................................................................................................................... 148
Considering Historical (Dis) Continuities of Media (Literacy) Education in the Czech Republic
for the Future Approach, Zdeněk Sloboda................................................................................................ 4
RESEARCH STUDIES
Towards a Stakeholder Model of Government Communication: A Case Study of the Czech Republic,
Štěpán Soukeník...................................................................................................................................20
Media Competence as a Cross-curricular Competence, Viera Kačinová...................................................38
Populism 2.0, Digital Democracy and the New ‘Enemies of the People’, Antonio Momoc...........................58
Uncertain Geography of the Local News and Civic Participation in New Media Era, Nataliia Steblyna....... 78
Print Magazine Covers as Packaging, Anna Jupowicz-Ginalska..............................................................94
Motives for the Use of Twitter by Arab Youth, Rahima Aissani – Abdulrahman Dheyab Abdullah........... 114
INTERVIEW
Journalism Yesterday, Today and Tomorrow. Interview with Andrej Tušer, Zora Hudíková..................... 140
REVIEWS
Reklub 1927-1949. Chapters from the History of Czechoslovak Advertising, Hana Pravdová................ 150
Dictionary of Selected Terms of Media Studies, Ľuboš Greguš............................................................... 152
TODAY
Jozef Matúš (1940 – 2017), Jana Galera Matúšová............................................................................... 154
Roman Berger (1930), Ladislav Volko................................................................................................. 157
Marián Bachratý (1952), Ladislav Volko.............................................................................................. 159
Media Responsibility During the Coverage of Terrorist Attacks – A Case Study of the Abduction
and Execution of the Croatian Citizen Tomislav Salopek, Branimir Felger – Gordana Lesinger.................... 4
The Concept of Virtual Nationalism in the Digital Age: Social Media Perspectives of Turkey,
Uğur Gündüz – Burcu Kaya Erdem........................................................................................................ 18
Motivations and Incentives of Community Media Content Creators: A Case Study of SpodNás,
Lucia Škripcová...................................................................................................................................30
RESEARCH STUDIES
Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing
Communication Effect Maximisation, Tomáš Fašiang – Pavel Gežík.......................................................42
Evolution of Digital Video Consumption Patterns, Martin Kuchta – Andrej Miklošík................................58
Marginal Groups and Their Role within Media and Society Spectacularization – The Case of the International
“Big Brother” Television Reality Show, Snježana Barić-Šelmić – Tomislav Levak – Barbara Balen Domazetović..... 70
Between Politicization and Securitization: Coverage of the European Migration Crisis in Czech Online
News Media, Michal Tkaczyk................................................................................................................90
Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements
Portraying Men, Derya Gül Ünlü......................................................................................................... 112
ESSAY
Video and Theatre or a Hybrid Scene: The Case of Theatrical Mise En Scène Fanny and Alexander,
Miloš Mistrík...................................................................................................................................... 134
INTERVIEW
The Era of Global Disputes and Mass Media Distortions (Dialogue on Recognition, Justice
and Democracy). Interview with Marek Hrubec, Eduardo Bittar........................................................... 146
Mediatisation of Communicative Behaviour. Interview with Friedrich Krotz, Hana Pravdová –
Ľubica Hulajová................................................................................................................................. 156
REVIEWS
Media Entertainment in the 21st Century, Zuzana Bučková.................................................................. 164
Film Therapy, Agnieszka Ogonowska.................................................................................................. 167
Before Comics: The Formation of the Domestic Picture Story in the Second Half of the XIX Century,
Lenka Rusňáková.............................................................................................................................. 169
Journalism and Social Transformations: From Legacy to New Media, Romina Surugiu............................ 172
Industry 4.0 from a Managerial Economics Point of View, Josef Černohous............................................ 173
TODAY
Denis McQuail (1935 – 2017), Ladislav Volko..................................................................................... 175
Marián Vanek (1941), Ladislav Volko.................................................................................................. 176
New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix
in the Post-Television Era, Jana Radošinská............................................................................................................4
Influence of Cyberspace on Changes in Contemporary Education, Slavomír Gálik.........................................30
Sociology of Branding: “Just Do It” in the “No Limits” World, Ondřej Roubal................................................40
Current Development Trends of Media Literacy in the European Union Countries, Dana Petranová -
Monika Hossová - Peter Velický.............................................................................................................................. 52
Media Games in the Background of Slovak Parliamentary Elections in 2016, Peter Horváth - Matúš Meluš.....66
RESEARCH STUDIES
Corporate Communication as One of the Basic Attributes of Corporate Identity - Case Study
of Chocolate Milka, Ľudmila Nagyová - Ingrida Košičiarová - Martina Sedliaková........................................86
Social Networks and Their Role in Development of Civic Activity of the Ukrainian Youth,
Tatiana Savrasova-V’un.........................................................................................................................................104
ESSAY
Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising,
Renáta Sedláková................................................................................................................................................... 114
REVIEWS
Ambient Marketing + Case Studies in V4, Katarína Fichnová..........................................................................130
Corporate Identity - Key Element of Marketing Communication, Dušan Pavlů............................................ 131
Strategies for Media Literacy Development in European Countries, Mária Moravčíková............................133
TODAY
Oskár Čepan (1925 - 1992), Ladislav Volko.......................................................................................................136
Hana Pravdová (1960), Ladislav Volko................................................................................................................138
Goodvertising as a Paradigmatic Change in Contemporary Advertising and Corporate Strategy, Pavol Minár.......4
Mimicry - Principle of Identity Transformation from the Perspective of Digital Games Theory, Lenka Rusňáková... 18
Historical Reflection on Game Principle Alea and Its Presence in Virtual Reality, Zuzana Bučková............. 30
RESEARCH STUDIES
When Age Matters: Patterns of Participative and Communicative Practices in the Czech Republic,
Alena Macková - Hana Macháčková - Jakub Macek - Jan Šerek......................................................................... 46
A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties
in the Context of the 2015 Parliamentary Election, Agnieszka Turska-Kawa - Agata Olszanecka-Marmola.... 66
News Values in Slovak Television News, Ľuboš Greguš - Juliána Mináriková................................................... 78
Public Relations as Viewed by Employees of Polish Welfare Institutions, Michał Szyszka............................... 90
INTERVIEW
Is Media Literacy Still One of the Priorities for Policy Makers? Interview with David Buckingham
and Alexander Fedorov, Norbert Vrabec ..............................................................................................................100
On Technology Innovations, Digitalisation and Social Security in the 21st Century.
Interview with Henning Meyer, Veronika Pizano - Ivan Lacko.........................................................................108
REVIEWS
New Media - Trends and Challenges, Romina Surugiu....................................................................................... 116
To Film Mysticism. Communication of Spiritual Experience in the Life and Work of Juraj Török,
Sabína Gáliková Tolnaiová....................................................................................................................................117
New Scholarly Reflections on Slovak Media Law: Media System of the Slovak Republic in the Light
of Law by Jaroslav Chovanec, Magdaléna Ungerová........................................................................................... 119
TODAY
Juraj Vojtek (1936 - 2016), Ján Višňovský...........................................................................................................124
Faculty of Mass Media Communication’s Lecturers and Student Awarded by the Literary Fund,
Jana Radošinská.....................................................................................................................................................126
Authenticating Celebrity in the Contemporary World, Peter Mikuláš.............................................................128
Fero Jablonovský (1956), Ladislav Volko............................................................................................................130
The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s
Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4
Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending
the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18
Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32
The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52
RESEARCH STUDIES
Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton -
Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66
Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82
Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92
Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104
INTERVIEW
Some Notes on the Translation as an Interpretative Art and Communication as well. Interview
with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118
REVIEWS
Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128
Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129
The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133
Speech Communication, Dominika Rašová .......................................................................................... 134
TODAY
“Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137
Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138
Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140
Audiovisual Media in the Context of Communicative and Ethical Competences - Media Theology Approach,
Małgorzata Laskowska - Krzysztof Marcyński .......................................................................................... 4
Strategies in Media Planning, Peter Krajčovič...........................................................................................20
RESEARCH STUDIES
Homogenous, or Heterogenous? A Comparative Analysis of Three Czech Journalists Generations,
Václav Moravec - Marína Urbániková - Jaromír Volek ..............................................................................32
Human Enhancement and Transhuman Technologies in Slovak Media Discourses, Magda Petrjánošová.......50
The Relationship of Young Slovak Catholics to the Media, Terézia Rončáková ............................................62
“You Don’t Have a Leg? Don’t Worry, You Can Still Be a Star!” Media Image of Cyclist Jiří Ježek,
Veronika Macková - Ondřej Trunečka .....................................................................................................78
The Role of Social Media During Protests on Maidan, Grażyna Piechota - Robert Rajczyk ...........................86
Media, Death, Dialogue. Social and Media Values in the Discourse about the ‘Family’ Suicides in Bulgaria,
Petar Kanev..........................................................................................................................................98
ESSAY
Conflicting Messages: The Visual Rhetoric of Slow Food, Benjamin Garner.............................................. 112
REVIEWS
Contradictions and Alternatives to Global Capitalism. A Polemic, Slavomír Gálik ..................................... 120
Media & Law, Marek Švec.................................................................................................................... 122
On the History of Czechoslovak Advertising 1918 - 1989, Dušan Pavlů................................................... 123
Public Relations, Ľubica Hulajová........................................................................................................125
TODAY
In the Big U.S.A Little Slovakia Has Got the Most Prestigious Award, Juraj Vojtek..................................... 127
Alexander Matuška (1910 - 1975), Ladislav Volko................................................................................. 128
Kazo Kanala (* 1946), Ladislav Volko.................................................................................................. 130
Influence of the Internet on the Cognitive Abilities of Man. Phenomenological and Hermeneutical Approach,
Slavomír Gálik - Sabína Gáliková Tolnaiová ............................................................................................ 4
Changes in Value Structures and the Importance of Intercultural Communication in Modern Society,
Aleš Hes - Marie Koubová - Tereza Chlumská ......................................................................................... 16
RESEARCH STUDIES
University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search,
Peter Murár .........................................................................................................................................24
Innovation in the Slovak Advertising Environment, Dáša Mendelová - Anna Zaušková ...............................38
Practical Implementation of the Right to be Forgotten in the Context of Google Spain Decision,
Daniel Krošlák ....................................................................................................................................58
ESSAY
People’s Talents, People’s Welfare: Educational Economics since 1965, Jozef M. M. Ritzen .........................72
INTERVIEW
Global Conflicts and the Macro-regional Modernities. Interview with Marek Hrubec, Martin Solík .............. 82
REVIEWS
Consumer Culture: History, Theory and Research, Ondřej Roubal ......................................................... 100
Memes in Digital Culture, Ali Shehzad Zaidi ........................................................................................ 102
Media Research. The Most Frequently Used Methods and Techniques, Petra Adamková .......................... 104
The Structure and Composition of Genres of the English-written Journalism, Jana Radošinská ................ 105
TODAY
Exceptional Scientific Event Orchestrated under the Baton of the Faculty of Mass Media Communication,
Katarína Ďurková ............................................................................................................................. 109
“Explosion of Innovations”: Marketing Identity 2014, Jana Radošinská ................................................. 110
Ivan Stadtrucker (* 1935), Ladislav Volko ............................................................................................111
Viktor Kubal (1923 – 1997), Ladislav Volko .........................................................................................113
Critical Thinking and the Challenges of Internet, Alexander Plencner.......................................................... 4
Sociálne uznanie v globálnom priestore: možnosti a limity mediálnej reflexie / Social Recognition
on a Global Scale: Opportunities and Limits of Media Reflection, Martin Solík – Juliána Mináriková ...........20
Předpoklady interkulturní komunikace / Preconditions of an Intercultural Communication, Marek Hrubec........32
Communication in Knowledge Transfer Management, Zbyněk Pitra – Anna Zaušková................................50
RESEARCH STUDIES
K vybraným aspektom metodológie prieskumu sociálnych médií z pohľadu politických vied /
On Selected Aspects of the Methodology of Social Media Surveying from the Viewpoint
of Political Sciences, Roland Kyška.........................................................................................................66
Prístup Katolíckych novín k politickému dianiu. Postoj a podnety angažovaných čitateľov / Political Affairs
in the Catholic News. Attitudes and Impulses of Active Readers, Terézia Rončáková....................................80
REVIEWS
Univerzita, spoločnosť, filozofia: realita verzus hodnoty, Slavomír Gálik.....................................................96
Digitální demence, Peter Murár..............................................................................................................99
Aktuálne trendy v mediálnej kultúre, Anna Predmerská.......................................................................... 100
TODAY
Junior and Senior Academy, Norbert Vrabec........................................................................................... 103
Cyrilo–metodská cesta pre rozvoj kultúrnych aktivít a kultúrneho turizmu, Milan Rajčák........................... 104
Július Paštéka (*1924), Ladislav Volko................................................................................................. 105
Dana Zacharová (*1947), Ladislav Volko.............................................................................................. 107
THEORETICAL STUDIES
The COVID-19 Pandemic: A Catalyst for Increased Consumption in Television and Social Media
Usage in Romania, Antonio Momoc ........................................................................................................... 4
The Influence of News Agencies on Print and Online Publications/Newspapers,
Saule Kultayeva – Rimma Zhaxylykbayeva – Gulnar Uzbekova – Aliya Beldibekova – Galiya Maikotova ...... 16
RESEARCH STUDIES
Evolution of Commercials Featuring Para Athletes: From Friend Next Door to Equal Sports Stars,
Veronika Macková – Kateřina Turková – Alice Němcová Tejkalová ........................................................... 32
The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing,
Peter Murár – Michal Kubovics – Vladimíra Jurišová ................................................................................ 50
Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour
and Appearance of Employees, Jana Kozáková – Radovan Savov – Tamás Darázs ....................................... 64
Significant Communication Factors for Sustainable Products with a Focus on Czech Consumers,
Eva Jaderná –Alena Srbová ................................................................................................................... 78
Beyond Data: Strategically Leveraging Consumer Metrics and Market Signals of Business Prosperity
in the Context of Marketing Communications, Tomáš Fašiang – Pavel Gežík ............................................... 98
Virtual Voices for Sustainable Values: Exploring Content Themes and Advocacy Strategies
in the Sustainability Promotion of Virtual Influencers, Hoai Lan Duong – Minh Tung Tran .......................... 116
Kyjev or Kyjiv? Use of Ukrainian City Names in Slovak Media as an Expression of Solidarity, Daniel Rabina ... 138
How Universities Communicate with the Public via Social Media: A Content Analysis,
Ludvík Eger – Mikuláš Gangur ............................................................................................................ 156
Beyond Borders: Unveiling the Media Representation of Zuzana Čaputová in Czech Online News,
Martina Švecová ................................................................................................................................. 174
Potentials and Challenges of Digit(al)isation and Convergence of Television in Bosnia and Herzegovina,
Lamija Silajdžić ................................................................................................................................. 194
REVIEWS
Monitoring Mediascapes: A Premise of Wisdom-Based EU Media Governance, Bianka Francistyová ............. 210
On Online Disinformation as a Challenge for School Teaching: Practical Demonstration of How It
Can Be Done in an Interesting and Effective Way, Matej Majerský ............................................................ 212
TODAY
European Media Landscape under Scrutiny: MediaDelCom Project and Its International Significance,
Jana Radošinská – Ľudmila Čábyová ................................................................................................... 215
from the mass media and marketing communication
field. The journal contains professional scientific
reflections on the media, media competence; it also
offers academic discourses on the limits of reality,
media thinking, new media, marketing and media relations,
new trends in marketing including their types
and specifics, psychology and sociology of marketing
communication, as well as new knowledge about
the structure of media contents, marketing strategies
and communication sciences. The professional public
is offered an interdisciplinary, focused, targeted
discussion in these pages.
Communication Today is a reviewed periodical
published twice a year. It focuses on theoretical studies,
theoretical and empirical studies, research results
and their implementation into practice, as well as professional
publication reviews.
The members of the journal’s Editorial Board
are members of the European Communication
Research and Education Association (ECREA).
Communication Today is indexed in citation databases
as follows: Cabell’s Directories, CEJSH,
EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals
Directory, Index Copernicus, ERIH PLUS,
SCOPUS and Emerging Sources Citation Index
(ESCI) – Web of Science Core Collection.
CONTENTS
THEORETICAL STUDIES
New Legal Regulation of Publications in Slovak Media Environment, Ján Višňovský – Martin Solík –
Oľga Dúbravská......................................................................................................................................... 4
The Model of Value of a Media Product, Slavka Pitoňáková..........................................................................16
Exploring the Evolution of Storytelling in the Streaming Era: A Study of Narrative Trends in Netflix
Original Content, Petro Katerynych – Vita Goian – Oles Goian...............................................................28
Methodological Principles of Media Technologies’ Influence on Human Being and Geopolitical Processes,
Andrii Kutsyk.......................................................................................................................................42
RESEARCH STUDIES
Status of Senior Media Literacy in the Slovak Republic, Monika Prostináková Hossová............................ 52
Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian
Military Conflict by Generation Z in Slovakia, Lucia Spálová – Peter Mikuláš.......................................... 76
Attractive Human Face as a Communication Tool: Age and Gender Specifics of the Attractiveness
of Sexually Dimorphic Features in Facial Composites, Slávka Démuthová – Alexandra Hudáková...........90
Polarisation and Disinformation Content from Spanish Political Actors on Twitter/X, Elias Said-Hung –
Adoración Merino-Arribas – Javier Martínez-Torres.............................................................................. 104
Unlocking Generation Y: Market Segmentation via Lifestyle Insights, Veronika Kopřivová –
Kateřina Matušínská..........................................................................................................................122
The Media Framing of a Toxic Celebrity. How the Slovak Press Portrayed the Businessman Accused
of Journalist’s Murder, Terézia Rončáková – Lucia Virostková – Petra Polievková – Peter Kravčák.......... 140
Online Media Audience during the COVID-19 Pandemic as an Active Amplifier of Disinformation:
Motivations of University Students to Share Information on Facebook, Hedviga Tkáčová –
Patrik Maturkanič – Martina Pavlíková – Katarína Slobodová Nováková............................................. 154
The COVID-19 Pandemic and Its Influence on Slovak Media Professionals, Šimona Tomková –
Slavomír Gálik – Miroslav Kapec......................................................................................................... 168
Survey of Consumer Behaviour in Selected International Catering Establishments in Czechia,
Patrik Kajzar – Ladislav Mura............................................................................................................ 196
REVIEWS
Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives,
Renata Čuhlová.................................................................................................................................. 210
On Global Media Synergies: Merging Music, Television and Digital Games to Generate Profit,
Mária Dolniaková.............................................................................................................................. 212
TODAY
Horizon 2020 Project MEDIADELCOM: Assessing Media Risks and Opportunities,
Juliána Mináriková............................................................................................................................ 214
reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies
and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is a reviewed periodical published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as professional
publication reviews. The members of the journal’s Editorial Board
are members of the European Communication Research and Education Association (ECREA). Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals
Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
THEORETICAL STUDIES
The Blockbuster Biopic Bohemian Rhapsody as an Expression of Cinema/Music Synergy, Jana Radošinská –
Lenka Rusňáková – Zuzana Točená – Martin Schwarz............................................................................. 4
Beyond Brand Image: A Neuromarketing Perspective, Dinko Jukić..........................................................22
Media as a Construct of the Modern Discursive Personality: Methodology of the Values-Based Approach,
Yuliia Skrynnik....................................................................................................................................40
RESEARCH STUDIES
What Is Subvertising? A Proposal of Delimitation and Definition, Inés Leal-Rico – Natalia Papí-Gálvez –
Cande Sánchez-Olmos.......................................................................................................................... 52
Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising, Ľubica Gajanová –
Margaréta Nadányiová – Jana Majerová – Boris Kollár – Anna Pražáková.............................................66
Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing
Communication, Marianna Marko – Alena Kusá....................................................................................86
Sustainable Outdoor Advertising: A Professional Point of View from Spain, Eva Breva-Franch –
Fernando Olivares-Delgado – M. Teresa Benlloch-Osuna...................................................................... 100
Social Media as a Tool of Building Reputation and Identity of National Parks, Kristína Korená –
Petra Pártlová.................................................................................................................................... 116
The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study
in Convenience Stores, Paulo Duarte Silveira – Cristina Marreiros........................................................ 136
Motivations behind the Production of News Podcasts in Established Czech Media, Matěj Skalický........... 158
Impact of COVID-19 on Communication Patterns of Czech and Slovak Cosplayers,
Anna Paulína Jelínková – Andrej Trnka...............................................................................................174
The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values
and the Popularisation of Science, Hasan Gürkan – Maria Carmen Echazarreta-Soler............................ 192
REVIEWS
Crime and Investigative Reporting in the UK, Lucia Virostková............................................................208
From Homo Ludens to Homo Medialis: Cultural Dimensions of Game Principles and Media,
Veronika Šašalová.............................................................................................................................. 210
TODAY
A Consideration on the Impact of Artificial Intelligence on Society, Michal Kubovics.............................. 213
Digital Games, Collectors and (Artificial) Scarcity: The Digital Future Might Be a Bit Physical after All,
Miroslav Macák – Veronika Šašalová ..................................................................................................... 4
Reality Show as a Controversial Format of Socialisation, Zora Hudíková – Hana Pravdová......................24
RESEARCH STUDIES
Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact
of Different Health Campaign Strategies, Natividad Crespo-Tejero – Susana Fernandez-Lores – Ruth
Fernández-Hernández .........................................................................................................................48
Anti-American Political Cartoons as Propaganda Published in Rudé Právo in 1951, Philip Katz ............... 62
Trends in Radio News Coverage of Private Broadcasters in the Conditions of the Slovak Republic,
Ľubica Bôtošová – Andrej Brník ...........................................................................................................80
Infodemic in the First and Second Wave of the Pandemic: Comparative Media Content Analysis
of Croatian Portals, Anita Dremel – Gordana Lesinger – Juraj Jurlina.....................................................94
Populism as a Communication Strategy: A Case Study of the Freedom and Direct Democracy Party
and Tomio Okamura, Jakub Charvát – Denisa Charvátová – Eva Niklesová ......................................... 106
Analysis of Political Speeches during the SARS-CoV-2 Pandemic in a Comparative Perspective of Maleand Female-Led Governments, Peter Horváth – Richard Brix – Erik Urc...............................................122
Sarawak Elections and Midterm Transition Government 2020: Understanding the Public’s Perception
of the Mediatization and Populism Approach through the Media Content of Newspapers,
Mohd Nashriq Nizam – Hasmah Zanuddin – Mohamad Saleeh Rahamad ............................................ 136
A Miracle of Nowadays Affecting Consumers’ Behaviour: The Outstanding Influence of Social Media,
Kristína Igarová – Zdenka Kádeková – Ingrida Košičiarová ................................................................ 166
The Position of the Brand and Its Marketing Communication in the Crisis Period, Jana Přikrylová –
Ladislav Pátík................................................................................................................................... 178
The Connection between Problematic Internet Use, Social Media Use and Academic Procrastination:
Case Studies, Dominika Kurajda – Dominika Doktorová .................................................................... 196
REVIEWS
Retail Marketing Communication and the Consumer Behaviour of Selected Generations,
Ľudmila Čábyová.............................................................................................................................. 214
Media Text in the Mirror of Linguistics, Olena Morozova..................................................................... 216
TODAY
Meeting of Members of the Mediadelcom Project Consortium in Sofia with the Participation
of the Slovak Research Team (a Report), Sabína Gáliková Tolnaiová..................................................... 218
Deliberative Communication in the Context of Authoritarian Sentimentalism and Disinformation Chaos,
Tomáš Škarba – Ján Višňovský................................................................................................................ 4
Paid Subscriptions and Premium Content: Online News Publishers’ Monetisation Strategies,
Alexandra Mathiasová – Martin Solík – Juliána Mináriková................................................................... 18
Human Downgrading – The Concept of Human Degradation on Social Media, Erika Moravčíková...........28
Media Coverage and Its Determinants in the Context of the COVID-19 Pandemic, Slavomír Gálik –
Sabína Gáliková Tolnaiová...................................................................................................................46
RESEARCH STUDIES
Motivations for News Exposure in Different Media Systems: A Comparative Study of Germany,
Spain and the United Kingdom, Jordi Rodríguez-Virgili – Aurken Sierra – Javier Serrano-Puche................60
Philosophical Meta-Story about The Little Prince as a Synergy of Book and Film Industries:
On the Possibilities of Film Adaptation of Literature for Children and Youth, Lenka Rusňáková –
Zuzana Kopecká.................................................................................................................................. 74
The Attitudes of Slovak Digital Native Students towards Online Video Advertising, Andrej Miklošík –
Peter Štarchoň – Martina Jantová – Martin Kuchta.................................................................................92
Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic,
Dagmar Weberová – Radim Bačuvčík – Martin Kazík – Jana Černá....................................................... 108
Parasocial Interaction Does Not Function as a Relationship Mediator between the Influencer’s Online
Content and the Adolescent’s Prosocial Moral Reasoning and Behaviour, Martin Brestovanský –
Daniela Sekerešová............................................................................................................................ 130
Social Buttons and Peer-to-Peer Second-Hand Marketplace Interactivity on Letgo, Erhan Özcan –
Burcu Şimşek..................................................................................................................................... 146
Programme Offer of Selected Children’s Television Channels in Slovakia, Andrea Rysová...................... 160
Changes in Purchasing Behaviour after the Onset of the COVID-19 Pandemic Related to the Application
of Corporate Social Responsibility, Peter Ušák – Jaroslav Bednárik...................................................... 180
REVIEWS
Media – Migration – Politics: Discursive Strategies in the Current Czech and Slovak Context,
Michaela Fikejzová.................................................................................................................................................190
Selected Problems of Studying Media Culture I.: Hypermodern Society, Miroslav Kapec........................ 192
A New College Textbook on Media Has Just Seen the Light of Day, Karol Orban.................................... 193
21 Lessons for the 21st Century, Dušan Pavlů...................................................................................... 195
Handbook of Political Journalism, Magdaléna Ungerová...................................................................... 197
Recognition as an Issue of Justice and Its Media Reflection, Ján Višňovský............................................. 199
TODAY
Debunk, Check and Tell Others – New Player in the Fight against Disinformation in Central Europe,
Ľuboš Greguš...........................................................................................................................................................201
FMK’s Involvement in International Horizon 2020 Project, Slavomír Gálik...........................................202
Correlations of Culture, Game Principles and Media Productions, Hana Pravdová – Zora Hudíková.......... 4
The Paradigmatic Change in the Media-Mediated Communication after the Onset of Online Media
Technologies, Anna Sámelová...............................................................................................................20
Possibilities and Limitations of Communication of Special Purpose Civic Associations – The Case of Internal
Communication of a Trade Union Active in a Company Influenced by the Groundswell Concept,
Marek Švec – Adam Madleňák – Zuzana Bezáková – Jan Horecký.......................................................... 32
Daydreaming of Internet Users about Someone Else’s Love Relationship as a Virtual vs Real Hybrid,
Tatyana Leontyeva...............................................................................................................................46
Mediatised Home: Using Semiotic Repertoires in Online Workplace Communications,
Evgeny Kozhemyakin ...........................................................................................................................58
RESEARCH STUDIES
Is Covid-19 an “Ordinary Flu” That Benefits Politicians? Perception of Pandemic Disinformation in Latvia,
Anda Rožukalne – Sandra Murinska – Alise Tifentale.............................................................................68
Perception of Data from the Ecological Activities of Companies Using Innovative Communication Tools,
Michal Kubovics – Anna Zaušková – Simona Ščepková...........................................................................84
Factors Influencing B2B Businesses’ Communication on Social Media, Michaela Jánská –
Marta Žambochová............................................................................................................................ 100
Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity,
Diana Dávila-Ruiz – Erik Ernesto Vazquez.......................................................................................... 112
Building the Prestige of a University as a Tool to Achieve Competitiveness, Martina Juříková –
Josef Kocourek – Lenka Ližbetinová....................................................................................................128
Political Communication in the Post-Truth Era: Mind Mapping Values of Ukraine’s Volodymyr Zelensky,
Yuliia Liubchenko – Pavlo Miroshnychenko – Katerina Sirinyok-Dolgaryova – Olena Tupakhina........... 146
Regaining Control over Nature or Learning to Live in Harmony with It: Media Framing of Environmental
Issues Amidst the Coronavirus Pandemic, Olena Morozova – Olena Pankevych..................................... 168
ESSAY
Silent Absolutions, Jozef Sedlák – Petra Cepková ................................................................................ 180
REVIEWS
Slovak Language in the Media (or, 111 Most Common Mistakes Made by Slovak Journalists),
Jana Radošinská................................................................................................................................ 192
News in Media, Ľuboš Greguš.............................................................................................................. 193
TODAY
Neuromarketing – A New Possibility in Marketing Research at FMK UCM in Trnava, Peter Krajčovič –
Tamás Darázs.........................................................................................................................................................196
About an Exhibition Image/Flow of Realities, Petra Cepková – Peter Lančarič – Eva Jonisová................ 198
Temporal Changes under the Influence of Digital Media, Slavomír Gálik – Branislav Oprala..................... 4
Meta-Revision: The New Paradigm of Faustian Stories, Peter Getlík – Markéta Andričíková...................... 14
Attracting and Pre-Integrating Migrants Using Digital Media in the Local Labour Market,
Wiktor Widera .....................................................................................................................................28
RESEARCH STUDIES
Attitudes towards Different Influencer Categories – Exploration of Generation Z, Lucia Spálová –
Peter Mikuláš – Oľga Púchovská...........................................................................................................44
“Do I Care that You Are Credible and We Are Similar?” Examining Credibility and Similarity
as Experienced by Social Media Followers, Caroline S. L. Tan................................................................. 62
The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities,
Michal Lukáč – Václav Kupec – Přemysl Písař – Peter Štarchoň...............................................................80
Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism,
Presly Ogheneruke Obukoadata – Ngozi Eje Uduma – Oluchi Sussan Obukoadata..................................96
Hard News Revisited: A Case Study of Various Approaches to an Incident at a Primary School as Reflected
in the Media, Nataliya Panasenko – Peter Krajčovič – Halyna Stashko.................................................. 112
International Obligations on Atmosphere and Climate Protection in Media Discourse: Propaganda
Models of Russian and US Media, Nadezhda Radina – Sofya Bobkova.................................................. 130
Impact of the Corona Crisis on Marketing Communication Focused on Tourism, Tamás Darázs –
Jarmila Šalgovičová............................................................................................................................ 148
The Role of Educational Content in a Digital Marketing Strategy, Ladislava Knihová............................ 162
REVIEWS
An In-Depth Evaluation of (Not Only) Mainstream Films of Recent Decades, Terézia Rončáková............ 180
Violence on the Television Screen within the Concept of a Unified Labelling System, Pavel Bielik........... 181
The Role of SoLoMo Marketing and Media in the Communication of Eco-Innovations, Václav Kupec...... 184
TODAY
Students Tested Their Skills in Marketing Competition KEMP, Matej Martovič ..................................... 186
The Role of Media and Mass Communication Theory in the Global Pandemic, Mark Deuze......................... 4
Crisis of Masculinity, Erotic Capital and Male Grooming in the Sociology of Marketing Communications,
Ondřej Roubal – Jitka Cirklová............................................................................................................. 18
The Concept of Social (In)Justice and Its Portrayals in Todd Phillips’s Joker, Sami Çöteli...........................36
RESEARCH STUDIES
Multiskilled in Many Ways: Ghanaian Female Journalists between Job and Home, Kodwo Jonas Anson
Boateng – Epp Lauk.............................................................................................................................46
The Effect of Media and Political Beliefs and Attitudes on Trust in Political Institutions: A Multilevel
Analysis on Data from 21 European Countries, Hana Macháčková – Michał Tkaczyk..............................64
The Foreign News and Media Image of the European Union in Current Television News Production,
Ľuboš Greguš – Anna Kačincová Predmerská.........................................................................................84
Pasts, Presents and Futures of Public Service Media: The Challenges of Adaptation and Change
in the Age of Data, Michał Głowacki.................................................................................................... 104
A Fake News Classification Framework: Application on Immigration Cases, Tatyana Vorobyeva –
Konstantinos Mouratidis – Fotios-Nikolaos Diamantopoulos – Panagiotis Giannopoulos – Katerina
Tavlaridou – Christos Timamopoulos – Vassilios Peristeras – Ioannis Magnisalis – Syed Iftikhar H. Shah.... 118
Fake-Vertising and Mobile Games: Case Study of ‘Pull the Pin’ Ads, Zdenko Mago................................. 132
Retro Marketing – A Power of Nostalgia Which Works Among among the Audience, Mária Holotová –
Zdenka Kádeková – Ingrida Košičiarová............................................................................................. 148
U.S. High School Students’ Social Media Use and Their Political Socialization, Derek Anderson............. 166
REVIEWS
Pavol Hrtus Jurina in a Golden Robe, Ján Gallik................................................................................... 176
Introducing (Mass) Media Studies, Lucia Magalová.............................................................................. 178
Introduction to Media Products, Łukasz P. Wojciechowski.................................................................... 181
Introduction to Digital Game Studies (Part One), Miroslav Macák........................................................ 182
Social Media and Journalism – Trends, Connections, Implications, Martin Solík.................................... 184
TODAY
The (Academic) World Moving Online, Jana Radošinská...................................................................... 186
To Thrive Means to Entertain: The Nature of Today’s Media Industries, Jana Radošinská – Zuzana
Kvetanová – Ján Višňovský..................................................................................................................... 4
Polish Media about Act 2.0 (The Constitution for Science), Sylwia Mrozowska –
Anna Ryłko-Kurpiewska......................................................................................................................22
RESEARCH STUDIES
The Robotic Reporter in The Czech News Agency: Automated Journalism and Augmentation in the
Newsroom, Václav Moravec – Veronika Macková – Jakub Sido – Kamil Ekštein.......................................36
Strategies in Journalistic Branding on Social Media: The Influence of Public and Business Dimensions
According to Future Journalists’ Perceptions, Amparo López-Meri – Laura Alonso-Muñoz – Andreu
Casero-Ripollés....................................................................................................................................54
Trust Building and Fake News on Social Media from the Perspective of University Students from Four
Visegrad Countries, Ludvík Eger – Dana Egerová – Michal Mičík – Erika Varga – Csilla Czeglédi –
Lukasz Tomczyk – Michaela Sládkayová............................................................................................... 70
The Pragmatism of Hybridisation Logic of Television News in Slovakia, Zora Hudíková –
Hana Pravdová – Alexandra Gažicová..................................................................................................90
Online Shopping Routines among Chilean Children: Level of Expansion and Main Causes,
Beatriz Feijoo Fernández – Aurora García González.............................................................................126
The Concept of Learning-by-Doing in the Context of Media Education and School Quality Assessment,
Norbert Vrabec – Ľubica Bôtošová....................................................................................................... 140
Communication of Local Farmers’ Products through Facebook: The Case Study of Naše-Vaše,
Marek Petriľák – Erik Janšto – Elena Horská....................................................................................... 150
Brand Marketing of Regional Products – A Potential Strategic Management Tool in Regional Development,
Ivana Butoracová Šindleryová – Kristína Hoghová .............................................................................. 164
The Use of Social Marketing Campaigns in Raising Awareness of Thalassemia in the UAE,
Khaled Zamoum................................................................................................................................. 186
REVIEWS
Genres of Journalism Revisited, Ján Višňovský.....................................................................................200
A Critical History of Media Art in the Netherlands. Platforms, Policies, Technologies, Tabea Lurk..........202
In What Society Do We Actually Live?, Dušan Pavlů...........................................................................204
TODAY
Danuša Serafínová – An Interdisciplinary Expert in the Field of Mass Media and Journalism,
Anna Sámelová..................................................................................................................................206
Online Self-Conspiracy as a Challenge of Online-Mediated Communication for Social Change,
Anna Sámelová...................................................................................................................................... 4
From a Reductionist to a Holistic Model of Digital Competence and Media Education, Viera Kačinová....... 16
Electoral Manipulation via Media: Theory and Evidence, Waldemar Wojtasik..........................................28
Change of Paradigm in Personnel Strategy – Corporate Social Responsibility and Internal Communication,
Jaroslav Bednárik.....................................................................................................................................................42
RESEARCH STUDIES
The Refugee Crisis from Below – E-Citizens’ Framing and (De)Legitimation Strategies on the ‘Debating
Europe’ Platform, Camelia Cmeciu........................................................................................................58
Public Service Media versus Digital Media Platforms: A Threat or an Opportunity?, Kristýna Vysloužilová.... 74
Influence of the ‘News Finds Me’ Perception on News Sharing and News Consumption on Social Media,
Francisco Segado-Boj – Jesús Díaz-Campo – Raquel Quevedo Redondo...........................................................90
The Image of Social Enterprises in Czech Online Media (2013 – 2018), Petra Koudelková –
Tereza Zavadilová.............................................................................................................................. 106
Use of Media to Raise Awareness of Eco-Innovations, Peter Krajčovič....................................................120
Extent of Spending Leisure Time through the Electronic Media and Drug Behaviour of Youth,
Zuzana Rojková – Kristína Mydlová.................................................................................................... 132
Sensory Marketing – Sensory Communication and Its Social Perception, Małgorzata Koszembar-Wiklik.... 146
REVIEWS
On Television and Totalitarianism in Czechoslovakia, Ján Višňovský..................................................... 158
How to Write Advertising Text, Dušan Pavlů....................................................................................... 160
TODAY
Viliam Ján Gruska (1936 – 2019), Ladislav Volko................................................................................ 161
Laco Torma (1953), Ladislav Volko..................................................................................................... 163
Media and Truth in the Perspective of the Practice and Life Form of the Modern “Homo Medialis”,
Sabína Gáliková Tolnaiová..................................................................................................................... 4
An Analysis of German-Language Media Texts on Topics Involving School and University,
Anastasia Levitskaya – Lyudmila Seliverstova.....................................................................................................20
RESEARCH STUDIES
Television News as an Information Source and Its Perception in Slovakia, Ján Višňovský – Ľuboš Greguš –
Juliána Mináriková – Karina Kubíková.................................................................................................................40
Nonce Words in Mass Media Discourse (A Case Study of Travel Journalism Innovations),
Kateryna Nykytchenko......................................................................................................................... 62
A Reflection on the Citizens’ Attitudes to the Political Situation (and Their Creative Renditions,
Katarína Fichnová – Łukasz P. Wojciechowski – Peter Szabo.................................................................. 76
‘I Have Won, and I Want to Share It’: The Ways Female Skiers Use Facebook as a Communication Tool,
Veronika Macková – Kateřina Turková..................................................................................................94
Schools and Universities in Audiovisual Media: Experts’ Opinions, Alexander Fedorov.......................... 110
Social Comparison as a Moderator between Perceived Social Risk and Purchase Intention,
Agnieszka Michniuk – Oliver Gansser – Sven Olaf Schmitz....................................................................124
Uses and Gratifications Approach, Social Media and Personal Branding: A Study on Social Media Users in Turkey,
Hatun Boztepe Taşkıran...................................................................................................................... 142
REVIEWS
What’s New in Polish Media Studies?, Peter Mikuláš............................................................................. 156
On the Highway to Multiplatform Journalism, Anna Kačincová Predmerská.......................................... 158
On Work, Values, Well-Being and Marketing Communication, Dušan Pavlů......................................... 161
WOW! Engage, Experience and Enjoy Marketing 4.0, A. Dhiraj – Suhel Ahmad................................... 163
Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions that Shape Social Media,
Fatih Çömlekçi................................................................................................................................... 165
TODAY
New Possibilities of International Cooperation with China, Juliána Mináriková..................................... 167
Peter Valček (1955 – 2019), Ladislav Volko......................................................................................... 169
Stano Kochan (1942), Ladislav Volko................................................................................................. 171
On Cinderella Men and Peaceful Warriors: “Sportainment” in American Mainstream Cinema,
Jana Radošinská....................................................................................................................................................... 20
Maximizers and Satisficers in Consumer Culture Changes, Ondřej Roubal..................................................... 38
Social Media Tools for TV Programmes Promotion, Mariana Kitsa – Iryna Mudra ....................................... 56
RESEARCH STUDIES
Network Communities as an Expression of Inclusive Culture of Participation in Political Protests:
The Sunflower Movement Case Study, Grażyna Piechota.....................................................................................74
Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities,
Zdenka Kádeková – Mária Holienčinová.............................................................................................................. 90
Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing?,
Michal Lukáč – Jaroslav Mihálik..........................................................................................................................106
ESSAY
Recursion and Equifinality in Relationship between Film and Theatre: Being John Malkovich, Peter Getlík....... 118
Phonetic and Syntactic Stylistic Means in Media Space: Manipulation or Emotional Commonplace?,
Halyna Stashko....................................................................................................................................................... 132
REVIEWS
Media, the State and Marginalisation: Tackling Challenges, Ján Višňovský................................................... 144
TODAY
Martin Slivka (1929 – 2002), Ladislav Volko..................................................................................................... 146
Milan Stano (1949), Ladislav Volko..................................................................................................................... 148
Considering Historical (Dis) Continuities of Media (Literacy) Education in the Czech Republic
for the Future Approach, Zdeněk Sloboda................................................................................................ 4
RESEARCH STUDIES
Towards a Stakeholder Model of Government Communication: A Case Study of the Czech Republic,
Štěpán Soukeník...................................................................................................................................20
Media Competence as a Cross-curricular Competence, Viera Kačinová...................................................38
Populism 2.0, Digital Democracy and the New ‘Enemies of the People’, Antonio Momoc...........................58
Uncertain Geography of the Local News and Civic Participation in New Media Era, Nataliia Steblyna....... 78
Print Magazine Covers as Packaging, Anna Jupowicz-Ginalska..............................................................94
Motives for the Use of Twitter by Arab Youth, Rahima Aissani – Abdulrahman Dheyab Abdullah........... 114
INTERVIEW
Journalism Yesterday, Today and Tomorrow. Interview with Andrej Tušer, Zora Hudíková..................... 140
REVIEWS
Reklub 1927-1949. Chapters from the History of Czechoslovak Advertising, Hana Pravdová................ 150
Dictionary of Selected Terms of Media Studies, Ľuboš Greguš............................................................... 152
TODAY
Jozef Matúš (1940 – 2017), Jana Galera Matúšová............................................................................... 154
Roman Berger (1930), Ladislav Volko................................................................................................. 157
Marián Bachratý (1952), Ladislav Volko.............................................................................................. 159
Media Responsibility During the Coverage of Terrorist Attacks – A Case Study of the Abduction
and Execution of the Croatian Citizen Tomislav Salopek, Branimir Felger – Gordana Lesinger.................... 4
The Concept of Virtual Nationalism in the Digital Age: Social Media Perspectives of Turkey,
Uğur Gündüz – Burcu Kaya Erdem........................................................................................................ 18
Motivations and Incentives of Community Media Content Creators: A Case Study of SpodNás,
Lucia Škripcová...................................................................................................................................30
RESEARCH STUDIES
Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing
Communication Effect Maximisation, Tomáš Fašiang – Pavel Gežík.......................................................42
Evolution of Digital Video Consumption Patterns, Martin Kuchta – Andrej Miklošík................................58
Marginal Groups and Their Role within Media and Society Spectacularization – The Case of the International
“Big Brother” Television Reality Show, Snježana Barić-Šelmić – Tomislav Levak – Barbara Balen Domazetović..... 70
Between Politicization and Securitization: Coverage of the European Migration Crisis in Czech Online
News Media, Michal Tkaczyk................................................................................................................90
Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements
Portraying Men, Derya Gül Ünlü......................................................................................................... 112
ESSAY
Video and Theatre or a Hybrid Scene: The Case of Theatrical Mise En Scène Fanny and Alexander,
Miloš Mistrík...................................................................................................................................... 134
INTERVIEW
The Era of Global Disputes and Mass Media Distortions (Dialogue on Recognition, Justice
and Democracy). Interview with Marek Hrubec, Eduardo Bittar........................................................... 146
Mediatisation of Communicative Behaviour. Interview with Friedrich Krotz, Hana Pravdová –
Ľubica Hulajová................................................................................................................................. 156
REVIEWS
Media Entertainment in the 21st Century, Zuzana Bučková.................................................................. 164
Film Therapy, Agnieszka Ogonowska.................................................................................................. 167
Before Comics: The Formation of the Domestic Picture Story in the Second Half of the XIX Century,
Lenka Rusňáková.............................................................................................................................. 169
Journalism and Social Transformations: From Legacy to New Media, Romina Surugiu............................ 172
Industry 4.0 from a Managerial Economics Point of View, Josef Černohous............................................ 173
TODAY
Denis McQuail (1935 – 2017), Ladislav Volko..................................................................................... 175
Marián Vanek (1941), Ladislav Volko.................................................................................................. 176
New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix
in the Post-Television Era, Jana Radošinská............................................................................................................4
Influence of Cyberspace on Changes in Contemporary Education, Slavomír Gálik.........................................30
Sociology of Branding: “Just Do It” in the “No Limits” World, Ondřej Roubal................................................40
Current Development Trends of Media Literacy in the European Union Countries, Dana Petranová -
Monika Hossová - Peter Velický.............................................................................................................................. 52
Media Games in the Background of Slovak Parliamentary Elections in 2016, Peter Horváth - Matúš Meluš.....66
RESEARCH STUDIES
Corporate Communication as One of the Basic Attributes of Corporate Identity - Case Study
of Chocolate Milka, Ľudmila Nagyová - Ingrida Košičiarová - Martina Sedliaková........................................86
Social Networks and Their Role in Development of Civic Activity of the Ukrainian Youth,
Tatiana Savrasova-V’un.........................................................................................................................................104
ESSAY
Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising,
Renáta Sedláková................................................................................................................................................... 114
REVIEWS
Ambient Marketing + Case Studies in V4, Katarína Fichnová..........................................................................130
Corporate Identity - Key Element of Marketing Communication, Dušan Pavlů............................................ 131
Strategies for Media Literacy Development in European Countries, Mária Moravčíková............................133
TODAY
Oskár Čepan (1925 - 1992), Ladislav Volko.......................................................................................................136
Hana Pravdová (1960), Ladislav Volko................................................................................................................138
Goodvertising as a Paradigmatic Change in Contemporary Advertising and Corporate Strategy, Pavol Minár.......4
Mimicry - Principle of Identity Transformation from the Perspective of Digital Games Theory, Lenka Rusňáková... 18
Historical Reflection on Game Principle Alea and Its Presence in Virtual Reality, Zuzana Bučková............. 30
RESEARCH STUDIES
When Age Matters: Patterns of Participative and Communicative Practices in the Czech Republic,
Alena Macková - Hana Macháčková - Jakub Macek - Jan Šerek......................................................................... 46
A Woman in Politics or Politics in a Woman? Perception of the Female Leaders of Polish Political Parties
in the Context of the 2015 Parliamentary Election, Agnieszka Turska-Kawa - Agata Olszanecka-Marmola.... 66
News Values in Slovak Television News, Ľuboš Greguš - Juliána Mináriková................................................... 78
Public Relations as Viewed by Employees of Polish Welfare Institutions, Michał Szyszka............................... 90
INTERVIEW
Is Media Literacy Still One of the Priorities for Policy Makers? Interview with David Buckingham
and Alexander Fedorov, Norbert Vrabec ..............................................................................................................100
On Technology Innovations, Digitalisation and Social Security in the 21st Century.
Interview with Henning Meyer, Veronika Pizano - Ivan Lacko.........................................................................108
REVIEWS
New Media - Trends and Challenges, Romina Surugiu....................................................................................... 116
To Film Mysticism. Communication of Spiritual Experience in the Life and Work of Juraj Török,
Sabína Gáliková Tolnaiová....................................................................................................................................117
New Scholarly Reflections on Slovak Media Law: Media System of the Slovak Republic in the Light
of Law by Jaroslav Chovanec, Magdaléna Ungerová........................................................................................... 119
TODAY
Juraj Vojtek (1936 - 2016), Ján Višňovský...........................................................................................................124
Faculty of Mass Media Communication’s Lecturers and Student Awarded by the Literary Fund,
Jana Radošinská.....................................................................................................................................................126
Authenticating Celebrity in the Contemporary World, Peter Mikuláš.............................................................128
Fero Jablonovský (1956), Ladislav Volko............................................................................................................130
The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s
Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4
Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending
the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18
Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32
The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52
RESEARCH STUDIES
Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton -
Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66
Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82
Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92
Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104
INTERVIEW
Some Notes on the Translation as an Interpretative Art and Communication as well. Interview
with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118
REVIEWS
Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128
Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129
The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133
Speech Communication, Dominika Rašová .......................................................................................... 134
TODAY
“Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137
Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138
Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140
Audiovisual Media in the Context of Communicative and Ethical Competences - Media Theology Approach,
Małgorzata Laskowska - Krzysztof Marcyński .......................................................................................... 4
Strategies in Media Planning, Peter Krajčovič...........................................................................................20
RESEARCH STUDIES
Homogenous, or Heterogenous? A Comparative Analysis of Three Czech Journalists Generations,
Václav Moravec - Marína Urbániková - Jaromír Volek ..............................................................................32
Human Enhancement and Transhuman Technologies in Slovak Media Discourses, Magda Petrjánošová.......50
The Relationship of Young Slovak Catholics to the Media, Terézia Rončáková ............................................62
“You Don’t Have a Leg? Don’t Worry, You Can Still Be a Star!” Media Image of Cyclist Jiří Ježek,
Veronika Macková - Ondřej Trunečka .....................................................................................................78
The Role of Social Media During Protests on Maidan, Grażyna Piechota - Robert Rajczyk ...........................86
Media, Death, Dialogue. Social and Media Values in the Discourse about the ‘Family’ Suicides in Bulgaria,
Petar Kanev..........................................................................................................................................98
ESSAY
Conflicting Messages: The Visual Rhetoric of Slow Food, Benjamin Garner.............................................. 112
REVIEWS
Contradictions and Alternatives to Global Capitalism. A Polemic, Slavomír Gálik ..................................... 120
Media & Law, Marek Švec.................................................................................................................... 122
On the History of Czechoslovak Advertising 1918 - 1989, Dušan Pavlů................................................... 123
Public Relations, Ľubica Hulajová........................................................................................................125
TODAY
In the Big U.S.A Little Slovakia Has Got the Most Prestigious Award, Juraj Vojtek..................................... 127
Alexander Matuška (1910 - 1975), Ladislav Volko................................................................................. 128
Kazo Kanala (* 1946), Ladislav Volko.................................................................................................. 130
Influence of the Internet on the Cognitive Abilities of Man. Phenomenological and Hermeneutical Approach,
Slavomír Gálik - Sabína Gáliková Tolnaiová ............................................................................................ 4
Changes in Value Structures and the Importance of Intercultural Communication in Modern Society,
Aleš Hes - Marie Koubová - Tereza Chlumská ......................................................................................... 16
RESEARCH STUDIES
University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search,
Peter Murár .........................................................................................................................................24
Innovation in the Slovak Advertising Environment, Dáša Mendelová - Anna Zaušková ...............................38
Practical Implementation of the Right to be Forgotten in the Context of Google Spain Decision,
Daniel Krošlák ....................................................................................................................................58
ESSAY
People’s Talents, People’s Welfare: Educational Economics since 1965, Jozef M. M. Ritzen .........................72
INTERVIEW
Global Conflicts and the Macro-regional Modernities. Interview with Marek Hrubec, Martin Solík .............. 82
REVIEWS
Consumer Culture: History, Theory and Research, Ondřej Roubal ......................................................... 100
Memes in Digital Culture, Ali Shehzad Zaidi ........................................................................................ 102
Media Research. The Most Frequently Used Methods and Techniques, Petra Adamková .......................... 104
The Structure and Composition of Genres of the English-written Journalism, Jana Radošinská ................ 105
TODAY
Exceptional Scientific Event Orchestrated under the Baton of the Faculty of Mass Media Communication,
Katarína Ďurková ............................................................................................................................. 109
“Explosion of Innovations”: Marketing Identity 2014, Jana Radošinská ................................................. 110
Ivan Stadtrucker (* 1935), Ladislav Volko ............................................................................................111
Viktor Kubal (1923 – 1997), Ladislav Volko .........................................................................................113
Critical Thinking and the Challenges of Internet, Alexander Plencner.......................................................... 4
Sociálne uznanie v globálnom priestore: možnosti a limity mediálnej reflexie / Social Recognition
on a Global Scale: Opportunities and Limits of Media Reflection, Martin Solík – Juliána Mináriková ...........20
Předpoklady interkulturní komunikace / Preconditions of an Intercultural Communication, Marek Hrubec........32
Communication in Knowledge Transfer Management, Zbyněk Pitra – Anna Zaušková................................50
RESEARCH STUDIES
K vybraným aspektom metodológie prieskumu sociálnych médií z pohľadu politických vied /
On Selected Aspects of the Methodology of Social Media Surveying from the Viewpoint
of Political Sciences, Roland Kyška.........................................................................................................66
Prístup Katolíckych novín k politickému dianiu. Postoj a podnety angažovaných čitateľov / Political Affairs
in the Catholic News. Attitudes and Impulses of Active Readers, Terézia Rončáková....................................80
REVIEWS
Univerzita, spoločnosť, filozofia: realita verzus hodnoty, Slavomír Gálik.....................................................96
Digitální demence, Peter Murár..............................................................................................................99
Aktuálne trendy v mediálnej kultúre, Anna Predmerská.......................................................................... 100
TODAY
Junior and Senior Academy, Norbert Vrabec........................................................................................... 103
Cyrilo–metodská cesta pre rozvoj kultúrnych aktivít a kultúrneho turizmu, Milan Rajčák........................... 104
Július Paštéka (*1924), Ladislav Volko................................................................................................. 105
Dana Zacharová (*1947), Ladislav Volko.............................................................................................. 107