FUNKCJE MEDIÓW LOKALNYCH NA PRZYKŁADZIE OGÓLNOPOLSKIEJ AKCJI CHARYTATYWNEJ „POMÓŻ DZIECIOM PRZETRWAĆ ZIMĘ”
FUNCTIONS OF LOCAL MEDIA ON THE EXAMPLE OF THE NATIONAL CHARITY ACTION “HELP CHILDREN SURVIVE WINTER”

Summary/Abstract: In the modern world mass media stimulate and create social reality. It is with their significant participation that the socialization of the young generation takes place. As the researchers point out, they often teach better than school and interact more effectively than traditional educational environments. A lot of subject literature is devoted to the analysis of the impact of mass media, mostly negative, on the recipients. This text will present the implementation of media functions on the example of the All-Poland Charity Action “Help the Children Survive Winter”. It is an initiative that, thanks to the strength and power of mass media, has evolved over the course of 25 years from local ad hoc collection of gifts into a nationwide program to help the youngest in need.

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