Jak można badać komunikację medialną? – perspektywa odbiorcy
How to analyze media communication? – user’s perspective

Summary/Abstract: The article analyzes the process of reception in the public communication mediated by mass media. It focuses on the relationships between the message and the recipient. Out of three possible ways of understanding these relationships, the paper draws on the one which puts the emphasis on interaction between the message and the recipient. This model of communication assumes that communication effectiveness largely depends on both the receiver and on the context.

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