Pisarz w mediach masowych, czyli autentyzm jako literacki chwyt marketingowy
Writer in mass media, or the authenticity as a marketing trick in the literary world

Summary/Abstract: The article deals with writers’ presentation in mass media. The author looks at the media images of Polish writers through the prism of the information value theory derived from media studies, concentrating on the criteria of personalisation and visualisation. The creation of media images discussed is a threshold phenomenon of the explicit self-promotion, publisher’s marketing strategy and the specificity of mass media which impose on the writers the themes and conditions of communication.

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