„Młodości! ty nad poziomy wylatuj”. Szkice do portretu młodego naukowca w mediach
“Youth! Up and over the horizons rise”. Sketches to the Portrait of a Young Researcher in Media

Summary/Abstract: THE RESEARCH PROBLEM AND METHODS: The research problem lies in presentation of various criteria for perception of youth and the way in which they are applied under the research done on the image of a young researcher in media. Among the employed research methods quantitative surveys, corpus analysis and – as a back-up – comparative analysis of statistical data and results of secondary research must be named. THE PROCESS OF ARGUMENTATION: The argumentation is divided into three parts. Part one aims at showing specific features of perception of the category of youth, as exemplified by public opinion polls and analysis of statistical data. Further on, the authors indicate who is referred to as a young researcher in the field of science and higher education. Part three of the argumentation is focused on particular features of presentation of young researchers in media. RESEARCH RESULTS: The paper presents the authors’ original classification of portraits of young researchers in media. The diversity of the presented groups provides a clear proof of the inaccuracies and inconsistencies in using the concept of a “young researcher.” CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS: The term “young researcher,” as appearing in media messages, is used without any reference to statutory guidelines. It often bears a promotional character, when used to denote persons from even younger age groups participating in undertakings from a broadly termed area of science or education. And thus the creation of an original classification of portraits of a young researcher in media, based on an analysis of Internet messages and press/TV/radio statements taken comparatively, seems to be an innovative measure. The authors suggest that the term be used in marketing communication to enhance the evaluative function towards persons not falling within the scope of the statutory definition of a young researcher.

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