Informowanie o następstwach swoich publikacji jako sposób autopromocji nadawcy medialnego
Informing About the Consequences of Publications as a Way of Self-Promotion of a Media Broadcaster

Summary/Abstract: The paper shows how media broadcasters use communication about the consequences of their publications to build a positive public image. Scientific objective: To present the most commonly used linguistic means for this purpose, to locate the analyzed content in the structure of messages and types of consequences of the publication, to determine on this basis for what reasons such elements of communication are useful for broadcasters. Research methods: Functional analysis of the meanings of words, grammatical forms, and syntactic structures. The research material were information messages of various types of media broadcasters (press, radio, television, and Internet), from the years 2006-2018. Results and conclusions: Typical linguistic means informing about the consequences of publication are constructions with the preposition “after,” as well as words such as “effect,” “result,” “reaction;” “intervention” was also common. The researched elements were eagerly placed in the foreground, e.g. in the title, lead, or the first paragraph of the body of press or internet texts, in the lead of the radio information services, or in the first news report of TV news programs. As the consequences of their publications, media broadcasters generally show a reduction of evil or gain of good. To emphasize the importance of their achievements, persuasive measures are often used, for example, hyperboles, on the one hand stressing the nuisance and severity of problems, on the other, highlighting the speed and multiplicity of medium's take on the topic. Not all the published results of the publication are real changes of reality. They also show mental (e.g. emotions) and communication (statements) reactions, as well as future activities. The research has shown that communicating about the consequences of own publications is useful for media broadcasters, because it allows to activate many basic self-presentation strategies (ingratiation, self-promotion, exemplification, and intimidation).

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