„Współczesny Golem polityki”. Kreacja wizerunku w mediach masowych na przykładzie filmu Jak to się robi Marcela Łozińskiego (2006)
“Modern Golem of diplomacy”. Creating the image in the mass media on the example of the film Jak to się robi by Marcel Łozinski (2006)

Author(s): Iwona Grodź
Subject(s): Language studies, Language and Literature Studies, Theoretical Linguistics, Philology
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The article refers to the media creating the image, which is not identical with the personalbrand. The research material is a documentary film made by Marcel Łoziński Jak to się robi [How It’s Done] from 2006. It is “a provocative vision of the Polish model of democracy as well as being an ironic and at the same time terrifying portrait of Polish political stage, based on a three-year observation of an experiment conducted by the Polish political marketing adviser Piotr Tymochowicz whose objective was to prove that anyone could be elevated to the summits of power. Łoziński’s documentary shows that the rule of souls is just a couple of neat socio-technical tricks, cynicism and political effectiveness weigh more than ideas. The product of Łoziński’s brings a universal message: Demagogy and populism is not only a Polish specialty”.

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