Tożsamość w internetowej komunikacji marki Polska
Identity in online Communication of a Brand: Poland

Author(s): Piotr Dzik
Subject(s): Language and Literature Studies, Media studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The problem of identity is one of the most frequently raised in the communicationstudies, including media communication. Fairly common in the literature of the subject,it is considered that consistency is a prerequisite in communication activities, includingbuilding image consistency and that is achieved by properly constructed and communicatedidentity. This also applies to the identity of the places, including countries. Manystates have made a serious effort to build a cohesive identity, creating a visual identitysystems, building communication strategies, aligning the marketing and communication.This particular area can be considered the construction of identity in the area of tourism,where, for obvious economic reasons, proper communication to the visitors is of greatimportance. Poland also has made efforts in this regard, in its work on the national brand,developing strategic documents and in its communication activities. The question is, howis the Poland’s identity brand being built? The initial hypothesis, formulated on the basisof Internet presentations is that (Polish) identity is inconsistent.

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