KATARZYNA WALOTEK-ŚCIAŃSKA MICHAŁ SZYSZKA ARKADIUSZ WĄSIŃSKI DANUTA SMOŁUCHA New media in the social spaces. Strategies of influence PRAGUE 2014 Autoři: Katarzyna Walotek-Ściańska Michał Szyszka Arkadiusz Wąsiński Danuta Smołucha Recenzenti: doc. Mgr. Katarína Fichnová, PhD. (Univerzita Konštantína Filozofa v Nitre) prof. WSiZ dr hab. Krzysztof Gajdka (Wyższa Szkoła Informatyki i Zarządzania w Rzeszowie) Mgr. Lukasz P. Wojciechowski, PhD. (Univerzita Konštantína Filozofa v Nitre) Edični řada: Kultura – Literatura – Komunikace t. II. Redaktory edični řady: Katarzyna Walotek-Ściańska, Dariusz Rott Vědecka rada doc. Mgr. Katarína Fichnová, PhD. (Univerzita Konštantína Filozofa v Nitre); prof. WSiZ dr hab. Krzysztof Gajdka (Wyższa Szkoła Informatyki i Zarządzania w Rzeszowie); prof. WSH dr hab. Michał Kaczmarczyk (Wyższa Szkoła Humanitas w Sosnowcu); prof. PhDr. Libor Pavera (Vysoka škola hotelová, Praha); prof. PhDr. Dušan Pavlů (Univerzita sv. Cyrila a Metoda v Trnave); prof. Ivo Pospíšil (Masarykova univerzita w Brně), prof. dr hab. Dariusz Rott (Uniwersytet Śląski w Katowicach, Univerzita sv. Cyrila a Metoda v Trnave); prof. UEK dr hab. Zbigniew Widera (Uniwersytet Ekonomiczny w Katowicach) ISBN 978-80-87800-10-2 © Verbum, Praha 2014 Počítačová sazba, příprava do tisku: Piotr Gorzelańczyk, www.pitart.pl Obálka: Maja Barańska, www.szasza.pl Vydanie prvé. Introduction ............................................................ 5 1. NEW MEDIA IN THE COMMUNICATION SPACE ....................... 7 1.1 Transformations of communication in the future social formations ............. 7 1.2 Communication and social contexts for functioning of networks and virtual communities ............................................. 17 1.3 Intercultural communication from the new media perspective ................ 25 2. MEDIA, NEW MEDIA AND FUNCTIONING OF SOCIAL WORK AND SOCIAL ASSISTANCE INSTITUTIONS ........................... 35 2.1 Actions in social or media space? ...................................... 35 2.2 Modern roles of media in social institutions system ........................ 37 2.3 Social assistance in media ............................................ 40 2.4 Stereotypes ....................................................... 45 2.5 The issue of importance of use of media and new media in social assistance...... 47 2.6 Specificity and role of new media ...................................... 49 2.7 Presentation of institutions in the matter of new media ..................... 51 2.8 Media communication of social assistance on the Internet ................... 52 2.9 Social marketing ................................................... 59 3. SOCIAL ADVERT ISING .............................................. 64 3.1 Social advertising and commercial advertising ............................ 65 3.2 Advertising as the communication process ............................... 66 3.3 Carriers of advertising messages ....................................... 68 3.4 Social campaigns in the Internet ....................................... 70 3.4.1 Acitivisation and civil society .................................... 70 3.4.2 Road safety .................................................. 70 3.4.3 Communication in family ....................................... 75 3.4.4 Combating social exclusion ..................................... 77 4. NEW MEDIA IN RELIGION SPACE .................................... 80 4.1 Religion in XXI century ............................................. 81 4.2 Religion and media ................................................. 83 4.2.1 Christianity .................................................. 86 4.2.2 Islam ....................................................... 87 4.2.3 Judaism ..................................................... 91 4.2.4 Ultra-orthodox Judaism ........................................ 92 4.2.5 Hinduism ................................................... 93 4.2.6 The Buddhism ............................................... 94 4.3 The New Media and International Dialogue .............................. 95 4.3.1 The Virtual Church and the Real Church .......................... 95 4.3.2 The Online Rituals . 97 4.3.3 The Virtual Pilgrimage ......................................... 98 4.3.4 Multimedia Sermon and iPod Preaching ........................... 99 4.3.5 Digital Jesus and Kosher Mobile Phone ........................... 100 4.3.6 Bible on-line ................................................ 102 4.4 Social Media – New Place For Religious Communities .................... 103 4.5 Media, Religion and Politics ......................................... 104 4.6 Old Media, New Media ............................................ 105 4.7 Future Predictions ................................................. 108 CONCLUSIONS ........................................................ 110 Bibliography ........................................................... 112 New media in the social spaces. Strategies of influence 5 Introduction Presenting the readers with publication on the functioning of new media in contemporary social spaces it is worth to look back and refer to the famous these by Marshal McLuhan who contributed enormously to the development the modern discourse about media and communi- cation. He gain his renown with foreseeing humankind entering the “information age” and the beginning of the “global village” era. Global as it would include almost all contemporary world. Village as humans dispose the communication means with unprecedented speed, capacity and availability. McLuhan was also the first one who pointed out that the modern media (means of communication) become a carrying and engaging message themselves, they affect greatly the character of information and styles of perception. Moreover, he notices, the character of the com- munication means has greater impact in the receiver than the message itself (Understanding media the extensions of man, New York : McGraw-Hill, 1964). The reference to on of the greatest mass communication theoreticians is important as, while it was formed on the basis of observation, mainly satellite television, McLuhan’s vision practically fulfills today due to the digital revolution in the 90’s and popularization of the Internet and new media. It is today that first “digital natives” enter into adulthood (Mac Prensky), that is the children of the new media era, a generation socia- lized not only by the social environment: peer groups, older adults, but also – to a large degree – by the digital media. In this context, it is easy to notice that today, in the age of prefigurative culture (Margaret Mead) in which older generation learns form the younger one, it is more and more difficult to adapt and keep up with the ongoing changes and technologization of the reality. The best example of it is the dynamics of transformation in communication behaviors, the dynamics of the new media development and introducing them in the next layers of human activity. Nonetheless, it would be a great mistake to perceive the contemporary social transformations connected with the implosive development of new media and media “colonization” of the next dimensions of human functioning only in the category of loss. It is worth and necessary to highlight all the chances and opportunities introduced by media development in education, social integration, building social and information bonds, that is creating such communication behaviors which, despite their innovative character, remain constructive and tied with the traditional, “proved” behaviors. Each medium, according the McLuhan’s theses, replaces, supersedes but also enhances and anticipates something. During the last decade the new media, stated in the title of this publication, have been one of the most frequently discussed, analyzed and – frankly speaking – fashionable ideas. It is, however, significant that this term, widely and commonly used for dozens of year still does not have a clear definitions nor coherent meaning. The idea of new media, linked with the adjectives “digital” or “electronic” is very often considered in relation to the “old media”, digital carriers and convergence process. In fact, it should be emphasized that there is no single clear definition of what new media is and what is the qualitative difference between them and old media. In this publication we refer to one of the understandings defined by the prominent British media expert Denis McQuail who ties the concept of new media with media functioning in the network space, using the Internet as the main message carrier. According to this understanding, among the new media specific features are first of all mutual connections, access opportunities 6 Katarzyna Walotek-Ściańska, Michał Szyszka, Arkadiusz Wąsiński, Danuta Smołucha of individual users who may be both, receivers and senders, broadband interactivity, multitude of possibilities and uses, openness, omnipresence, space infinity and delocalization (Denis Mcquail, McQuails’s Mass Communication Theory, 2010). In this publication we approach the problem of various dimensions of media and new media social functioning in the specific social spaces: human interactions, programming of influen- ce strategies, autopresentation and autocreation in the new media space, functioning of social groups and institutions within it as well as the selected aspects of social networking services in building sacrum space. The authors attempt, first of all, to point out to the matters of projecting the influence strategies in various social