Guidetainment w polskiej telewizji śniadaniowej i w prasie kobiecej – próba charakterystyki zjawiska
Guidetainment in the Polish Breakfast Television and the Women’s Magazines

Summary/Abstract: Contemporary culture, often defined as the culture of individualism, demands that the society members undertake continuous efforts aiming at self- fulfilment, self- realization and self- improvement. Therefore, in the era of permanent changes, globalization and consumption, we are witnessing the constant growth of the importance of the guidance and the advice that had been previously associated with the area of professional psychology, therapy, and pedagogy. The mass media both do supply the demand and whip up the interest and the need for various kinds of guidance. The author proposes to examine this phenomenon. As a parallel to the concepts of the edutainment, infotainment, socialtainment she does propose to analyze it in terms of the guidetainment: the combination of guidance and entertainment in Polish breakfast television and women’s magazines.

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