Obserwator, uczestnik czy specjalista public relations? „Super Nowości” przeciwko prezydentowi Rzeszowa jesienią 2010 roku
Observer, Participant or Public Relations Specialist? “Super Nowości” against the Mayor of Rzeszów in Autumn 2010

Summary/Abstract: The aim of the article is presenting the differences in the social roles of a journalist as an impartial observer, a partial participant and a public relations specialist. These differences were based on an analysis of the term objectivity and viewed communication from three perspectives: functional, functional-structural and conflict theory. The differences were presented in the form of five social roles of journalists and four models of public relations, collected in one table. The social roles of journalists were verified by means of the content analysis method, employed to two Polish regional dailies from the period of the local election campaign.

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