Kulturowa różnorodność w mediach audiowizualnych — w stronę komunikacji międzykulturowej
Cultural diversity in the audiovisual media - towards intercultural communication

Summary/Abstract: The paper presents the tension between the dynamic and the static understanding of multiculturalism in the public sphere, which in turns influences audiovisual strategies of cultural diversity implementation in the media, basing on the example of communicative strategies of the Polish public broadcaster (Telewizja Polska). In analyzing the consequences of the implementation of these two strategies on media practice, the paper focuses on the length of programme broadcasting as well as the genre (among others), and how these may create niche markets for multiculturalism in the media.

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