Zachowania informacyjne konsumentów w przestrzeni wirtualnej – szanse i zagrożenia
Information behaviors of consumers in virtual space – opportunities and threats

Summary/Abstract: The aim of the considerations is to analyze the opportunities and threats related to the information behaviors of contemporary consumers in virtual space. The paper is based on the desk research method. The author has reviewed and critically analyzed literature sources about information behaviors, new media and the socio-cultural implications of information technology development. In the course of the conducted analyzes, it has been proved that communication in the virtual space strengthens the role and position of the existing recipients of the process, speeds and eases the access to the information needed. At the same time, there are phenomena limiting the consumers’ information independence within the Internet. For this reason, it is extremely important to educate in the field of information competences and behaviors, as well as to shape attitudes that enable independent, thoughtful choice of content of interest to the user and their critical interpretation.

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