Stare i nowe media w kontekście zarządzania informacją, konwergencji mediów, metafor fali i warkocza oraz marketingu
Old and New media in the Context of Information Management, Media Convergence, the Metaphors of a Wave and a Plait as Well as Marketing

Summary/Abstract: The article focuses on a hypertextual model of information management worked out by the author of this paper. The first part of this work concentrates on the theoretical advisement of multiplicity of organizational discourse and media convergence. The second one, in turn, concerns case studies, namely, the analysis of firms’ mascots in the contexts comprised in the title of the article. The essence of the hypertextual model of information management is well illustrated by the explanatory metaphors of the wave and plait discussed in the text. The wave results from the merging of a real layer with a virtual communication layer. The plait is a combination of a few PR actions of a wave nature. Both metaphors have been proposed by the author of this article and are graphically presented on a diagram (Fig. 1,2,3). The hypertextual model of PR has also become an inspiration for working out a model of media convergence for the exemplary action of public relations (Fig.4). The Brand Heroes analysis of Little Hunger and Heart and Mind leads to interesting conclusions. Apart from showing the advantages resulting from the use of both communication layers (virtual and real one) as well as old and new media by brand heroes, the attention was drawn to the fact that the Brand Hero designates joint area for PR and marketing, which is illustrated by Fig.5. This state of things makes media convergence as well as the organizational communication hypertextuality important issues not only for the information management area since the communication activity of Brand Heroes which has an impact on the effectiveness of both branches and the comprehensive perception of the organization.

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