Wpływ słowa i obrazu na wizerunek osoby publicznej
Influence of word and picture on the image of a public figure

Author(s): Anna Barańska-Szmitko
Subject(s): Language and Literature Studies, Philology
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: image; experiment; image research; column newspaper; picture; verbal image; visual image; columnist; interdisciplinary research; influence on image
Summary/Abstract: The research problem presented in this study concerns image communication on a verbal level and through non-textual influences. More specifically, the aim is to define what image is possible to communicate by means of words (verbal image), through pictures (visual image), and how non-textual knowledge and perception of the text author (public image) affect his/her verbal image. The theoretical and methodological basis was Michael Fleischer’s rational constructivism. The results of the research presented in the study relate to the image of four Polish publicists: Krzysztof Varga, Piotr Zaremba, Magdalena Środa and Szymon Hołownia. The experiment formula was used. Over half a thousand respondents read columns written by the aforementioned public figures, looked at photos or recalled associations with these names in order to define verbal, visual and public image. The selection of public figures examined in the study was deliberate - the columnists chosen for the research represent different attitudes and write about different subjects. The analysis allows to determine the characteristics of particular types of images (verbal, visual, public) and how they affect one another.

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