O depolaryzacji zawodów z zakresu dziennikarstwa i komunikacji marketingowej. Etyka a praktyka mediów
On the Depolarization of Journalistic and Marketing Communication Professions. Ethics and Media Practice

Summary/Abstract: The article concerns the problem which for years has plagued the media industry. It is about a vanishing line of demarcation between journalism and marketing environment, mainly advertising and PR. The researcher makes the following argument, which then verifies: - the media people, mainly journalists, are attractive for producers of goods and services offered on the „out media” market; - the media people combine work in the media industry and marketing by simultaneously taking duties and representing the different, non-media brands - over the years, media employers soften their attitude to the depolarization of journalism and marketing; assessment of the phenomenon of depolarization is varied and depends on the specific work of persons undergoing such an assessment.

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