Z perspektywy odbiorcy. O nowym obszarze badań języka w mediach
From the perspective of the viewer. On the new field of study of language in media

Summary/Abstract: The article presents an idea of creating a new field of analysis of the Polish language used in the media. What has been emphasised so far is the perspective of the sender and specific media transmissions. The point of the discussion is to broaden the scope of analysis to include appropriately oriented studies of linguisitc behaviour of the viewers and/or specific target groups. Apart from a general description of contemporary models of usage of media messages and the discussion of factors organising the establishment of appropriate discourse communities, the article comprises specific ideas of using certain linguistic paradigms in planned activities.

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