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Poetyka mediów (polisemiotyczność, digitalizacja, reklama)

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... Äåêîíöåíòðàöèþ âíèìàíèÿ ïîëó÷àòåëÿ óãëóáëÿþò òàêaeå ñâîåãî ðîäà ïîëèñåíñîðíîñòü ÑÌÈ, ïîíèìàåìóþ ñ òî÷êè çðåíèÿ ñòðóêòóðû ñòèìóëèðóþùåé ðàçíîîáðàçíûå ÷óâñòâà è âûçûâàþùåé äèññîíàíñû ýñòåòè÷åñêèå, êîãíèòèâíûå è àêñèîëîãè÷åñêèå, êàê è ïîëèñåìè÷íîñòü ïåðåäà÷è, ò.å. åãî ýëåìåíòû îòâåòñòâåííûå çà ýôôåêò ìíîãîçíà÷íîñòè ( Szczêsna, 2007). Ïîýòîìó, ñëåäóåò îaeèäàòü, ÷òî òðàäèöèîííûé ðåàëèçì, ïðîÿâëåíèåì êîòîðîãî ñ îäíîé ñòîðîíû ÿâëÿåòñÿ ïðàâäèâîñòü è äîêóìåíòàðíîñòü (ôàêòóàëüíîñòü ÑÌÈ), ñ äðóãîé ñòîðîíû, ïîðÿäî÷íîñòü îòïðàâèòåëÿ ïî îòíîøåíèþ ê ïîëó÷àòåëþ (íðàâñòâåííîñòü ÑÌÈ) ( Szewczyk, 2008), ÿâëÿþòñÿ ñâîåãî ðîäà îïîðîé, íà êîòîðîé äîëaeåí âîçíîñèòüñÿ îáðàç ïîëèòè÷åñêîé äåéñòâèòåëüíîñòè, ïðåäñòàâëÿåìîé, èíòåðïðåòèðîâàííîé è êîììåíòèðîâàííîé â ÑÌÈ. ...
... Z drugiej strony -coraz bardziej świadomego wykorzystywania jej narzędzi do badania zjawisk nieliterackich (co pokazuje np. Ewa Szczęsna w swoich pracach, od Poetyki mediów po Cyfrową semiopoetykę 24 ). Lepiej rozpoznana wydaje się pierwsza ze wskazanych tendencji. ...
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The subject of reflection in the article Boundaries of Literature, Boundaries of Poetics, Boundaries of Boundaries Today. One Question is the place and role of poetics in contemporary Polish humanistic research. The author makes a short recapitulation of stages and themes of the ongoing discussion on the status of poetics (especially) in the last three decades, which, in her opinion, are particularly important. The widening of its boundaries, seen and significant for contemporary culture, prompts the author to ask about the extent to which the categories and tools of poetics are used in the contempor
... Tę powszechność mechanizmu adaptacji widać dziś w świecie globalnej komunikacji, gdzie wszystkie przekazy, od reklam, seriali i telewizyjnych programów po format przekazywanych informacji, podlegają dostosowaniu do wymagań lokalnych odbiorców. 3 Ewa Szczęsna (Szczęsna 2007, 2015), badająca relacje zachodzące na poziomie poetyki między mediami we współczesnych tekstach kultury, wskazuje dwa typy zachodzących między nimi relacji: relacje transmedialne-gdy systemy medialne współtworzące przekaz tracą swą samodzielność w tworzeniu znaczeń, np. cytaty struktur literackich czy stylów malarskich w filmie oraz relacje intermedialne-gdy w interakcję obiektów. ...
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... Literature and the Media After 1989(Hopfinger, 2010 you can find an entire chapter devoted to electronic literature, but no resolution of modern genre issues. Researchers analysing the new communication phenomena often turn to tools of poetics media (Szczęsna, 2007) or to Intersemiotics ( Balbus et al., 2004). The modern genre theory called for the research stage of-online texts, mainly blogs. ...
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We analysed the mechanisms generating specific genres in the digital network and described the phenomena which result in shaping new forms of modern communication genres. New digital genre-communication forms are exemplified by Facebook "art memes" , which should be studied from two perspectives: literary research and social studies. The art of painting remediated in digital forms of so-called "memes" illustrates the global flow from the Western centre to the Eastern semi-peripheries of digitalizing Euro-Atlantic civilization. We applied analytical framework consisting of six criteria: sender, recipient, message, code, context and contact. Our conclusion is that the process of global-local flow, as exemplified by Facebook art memes, results in local enrichment of the global medium and content.
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