ON THE MEDIA’S ROLE AND DICHOTOMIC PERCEPTION IN MEDIATIZED POLITICAL COMMUNICATION. EMPIRICAL STUDY OF POLITICAL PARTY ELITES IN POLAND
ON THE MEDIA’S ROLE AND DICHOTOMIC PERCEPTION IN MEDIATIZED POLITICAL COMMUNICATION. EMPIRICAL STUDY OF POLITICAL PARTY ELITES IN POLAND

Summary/Abstract: Within the framework of the golden communication triangle (Perloff, 2008) and general mediatization concept, a particularly big number of theoretical analyses and empirical studies have been devoted to relations between political actors and the media. However, qualitative on-the-ground research among Central and East European party elites concerning their understanding of the media and journalists’ roles in political communication is still rare. Taking into account the observed deficit, this article examines the implications of mediatization in a competitive model of democracy (Strömbäck, 2005) and suggests political actors’ dichotomic perception, rooted in a confrontation between political logic and media logic (Brants & Voltmer, 2011). As a reference point in this study, several specific features pertaining to the media system were adopted. Many evidences were found, that politicians perceive the role of the media differently and they base their perception on using dichotomies. Nevertheless, politicians accurately diagnose and evaluate the consequences of the mediatization process. The empirical results provide evidence gathered from semistructured interviews conducted among 59 top representatives of six relevant political parties in Poland.

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