Download full text in PDF formatElectronic Library of Scientific Literature - © Academic Electronic Press
Volume 44 / No. 1-2 / 2001
Roman Ivantyšyn
pp. 2-5
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Nataša Slavíková
pp. 6-14
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Rastislav Majtán
Kľúčové slová: spojenie médií – vlastnosti internetu – záujem užívateľov – spravodajstvo – webovská populácia – permanentná aktuálnosť – variabilná informačná hĺbka – kratšie žánre na úkor rozsiahlejších – hľadanie vhodných foriem podania informácií
Possibilities of Journalistic Genres on the Internet
Keywords: media combination – internet and its characteristics – interest of users – news – web populiation – variable information value – preference of shorter genres – looking for appropriate forms of information presentation
Internet is able to connect press, broadcasting and television. Journalism therefore orientates to this medium, which has specific characters. It is necessary to study, how journalism will behave in this space and how the net will react on this activity. One of questions is, how the till now known journalism genres will approve on the net, or if there arise new genres.
The users of internet are most interested in actual informations. So today in net dominate news. When the net become more mass medium, the request of internet-population will more resemble to the interests of whole population. Then may be on the net will assert other forms of journalism too, but it will be necessary to find suitable forms of rendering for them. This process is just in beginning.
Genres and forms of rendering of informations, typical for the net, will gradual develop. From publicistic genres have sooner the possibility to assert the forms of shortly size. More extensive genres, like reportage, there hit on the barrier of difficult reading.
How the optimal reflex and information form of web will look, is today not to estimate yet. May be the possibilities of web are to various for norms of type, how we know in forms of genres in press. Internet mediums have to come with suitable forms, similar like other mediums developed it.
pp. 15-20
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Ivan Žáry
Kľúčové slová: komunikácia – zdroj, komunikátor – komunikát – médium, komunikačný kanál – adresát, prijímateľ, komunikant – vzťah – konflikt – spoločenská komunikácia – masová komunikácia – verejná mienka
Public Relations as Communications
Keywords: communication – source – medium – receiver — conflict – social communication — mass communication – public opinion
Study deals with overall communications process in relation with the public relations discipline. Author describes “information-action relations” of communications – based on psychological, socio-psychological, sociological, social and other principles and circumstances. Underlines two-way balanced communication as efficient way of getting messages across and explains different approaches towards public relations in theory of this communications discipline. The study is part of series of articles planned as general overview of public relations theory and practice.
pp. 21-33
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Pavel Horňák
Kľúčové slová: etika – marketingová komunikácia – propagácia – reklama – etický kódex – public relations
Ethical Attributes of Advertising, Promotions and Public Relations in Marketing Communication
Keywords: ethics – marketing communication – promotions – advertising – code of ethics – public relations
Ethics is a fundamental part of society’s culture at a given stage of its development. At the same time, ethics is an essential criterion in measurement of its development. Beside other disciplines, it intersects all sections of marketing communication. Ethical principles are closely connected with legal norms, which are valid for the whole society, and are embodied in laws.
All over the Europe, the different fields of marketing communication have their codes of ethics, as well as bodies, which supervise their observation. In Slovakia, a legal regulation (Law on advertising) deals in detail with marketing communications, whereas advertising, public relations and direct marketing have theirs own codes of ethics. Observance of advertising code is overseen by the Advertising Council of the Slovak Republic.
To the basic ethical principles, common for advertising, promotion and public relations, belong – first of all – trustworthiness, honesty, fairness, and responsibility. Beside common principles, there are some specific norms included in ethical codes of advertising and PR. In advertising, there are restrictions that deal with some specific requirements (product value, price comparison, ads imitation, personal recommendations, privacy protection and mishandling of individuals), as well as specific rules in advertising practice concerning chiefly so-called problematic products (alcohol, tobacco, drugs, games and lotteries, mail order).
Principles of PR and advertising differ in two ways: Codes of PR are not sectionalised according to products, as it is usual in codes of advertising, but mainly according to the target groups, eventually to the aims of activity. To the specific principles of PR belong: respect to the human rights, looking for the public interest, confidentiality, and declaration of interests, avoiding the conflict of interests and inadequate manipulation, but high standard of services and virtue of the profession.
Despite some differences, the basic principles of truthfulness, honesty, fairness and responsibility, and some other are valid for the whole field of marketing communication. Therefore, when combining different aspect of marketing communication to an integrated communication campaign, it is important to know that this combination should be present in ethical aspect as well.
pp. 34-41
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Oľga Škvareninová
Kľúčové slová: verbálna a neverbálna komunikácia – pohlavie v komunikácii – sociálna prezentácia pohlaví – sexuálne stereotypy v jazyku – reč mužov a žien
Differences in Communication of Male and Female Journalists
Keywords: verbal and nonverbal communication – gender in communication – social presentation of the sexes – sex-stereotypes in language – masculine and feminine speech
The study of the relationship between language and sex is by no means new. Although interest in these questions goes back at least 100 years, only in the last three decades it emerged as a recognized field of inquiry. Interest in this topic crosses many disciplinary boundaries and scholars use a wide variety of methods to study it.
Our paper gives the social representation of sex differences and their impact on language and communication. It focuses especially on questions concerning communication differences between male and female journalists. It sets out how male and female journalists use verbal and nonverbal means of communication in different ways. Sex differences are presented in intonation, vocabulary, text composition and nonverbal behaviour. For example, female journalists display more variability in intonation than male journalists do. Male journalists use more nouns, numerals, adverbs and less verbs and intensifiers than female journalists. Male speech is dynamic and fact-filled, female speech expresses emotions and uncertainty.
Sex differences in nonverbal behaviour also reflect the different identities of males and females. Male journalists compared to female journalists: have less expressive faces, look at others less, keep greater distance from others, are less emotional, use fewer expressive gestures. The male – female nonverbal differences are not invariant. In opposite-sex communication males and females often accommodate to the other‘s norms.
pp. 42-49
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Mária Follrichová
Kľúčové slová: publicistika – publicistika emocionálneho typu – fejtón – dejiny, teória, druhy, tvorba
Feuilleton – Journalistic Space and Journalistic Genre
Keywords: publicistic – publicistic genres of emotional type – feuilleton – history, theory and creation
In the last century there were published many opinions about the place of feuilleton in the schema of the journalistic genres in Slovak science and professional literature. The author gives reasons for classifing feuilleton as one of the publicistic genres of emotional type. The author exploids of the history and theory of feuilleton.
The author accentuates that publicism of emotional type contains evaluative opinion with arguments and imaginative method of rendering, conviction. The feuilleton is the component of effort of society to infiltrate to its problems, to get the answers to complicated questions.
The author deals with the types of feuilleton. She devides the feuilleton according to the method of the creation and according to the pitch of criticism.
The problem of the creation of the feuilleton takes very important place: the building of the text, text composition. The author gets the questions about the language and the style of feuilleton, ambit and headline.
The experiences of history, theory and creation of publicistic feuilleton regularly deepens, the feuilleton become ripes. Innovative approach of young feuilletonists to the creation of feuilleton and its frequency in periodical press are quarentee of future of the Slovak feuilleton.
pp. 50-59
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Karol Thiry
Kľúčové slová: abstrakcia – asymetria – dizajn – farba – grafika – geometria – harmónia – komunikácia – názornosť – plocha – tvar – línia – krivka – písmo – propagácia – proporcia – reklama – rytmus – svetlo – symetria – text – tvar – vizuálnosť – značka
Advertising Graphics: A Form of Visual Communication
Keywords: abstraction – asymmetry – point – design – colour – geometry – graphics – harmony – communication – contrast – contour – curve – line – writing – face – straight line – promotions – proportion – advertising – rhythm – light – symmetry – text – form – brand
Advertising graphics is a specific form of visual communication. It is based on reception of means of expression and components of aesthetic value. It meets demand to be insightful. It manifests itself by composition of harmonic linear, superficial and coloured elements. Advertising graphics contributes to the shaping of man by visual information. It has an optically perceivable appearance. By colour and form, it expresses intentional feelings, which are mediated by means of symbols expressed by graphic abstraction. Beside figure and colour abstraction, writing as a basic phenomenon of human communication belongs to the graphic means of expression too. Writing is an important element of graphic arts.
pp. 60-69
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Viera Lehoczká
Kľúčové slová: kultúra – elektronické médiá – Slovenský rozhlas – kultúrna publicistika – relácia – programový blok – magazín – redakcia – poslucháč
Contemporary Presentation of Culture in the Slovak Radio
Keywords: culture – electronic media – Slovak Radio – cultural current affairs – programme – magazine – editorial office – listener
By means of its all four broadcasting stations (Radio Slovakia, Radio Devín, Radio Rock FM, Radio Regina), the Slovak Radio as a public institution plays a significant role in diffusion of culture, as well as in education of the Slovak listeners. We can say, it is an active means of the country’s cultural development. In the mainly commercial environment, it continues to retain its position of independent, national, cultural and educational institution. At the same time, it remains an excellent representative and reproducer of cultural and artistic values.
Radio Slovakia, as a major universal programme with the greatest market shares, offers culture chiefly in news, current affairs, and in the artistic programmes as well. A dominant analytical programme is the magazine Reflection that, by means of precise factuality, covers current events in the culture and art. Radio Devin is trying to meet the needs of more demanding listeners with specific interests in culture, arts and education. There are some noteworthy cultural magazines in its programme offer: daily magazine Morning Tuning, cultural weekly Pars Pro Toto for youth and monthly Impression. The third programme, Radio Rock FM, provides listeners with cultural information in stable sections of its speech and music programmes. The forth station, Radio Regina, plays specific role for the Slovak regions. The leading place in its cultural programmes belongs to Cultural Revue of the Bratislava region.
pp. 70-75
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Pavol Holeštiak
Kľúčové slová: Slováci v Austrálii – emigrácia – história krajanskej žurnalistiky – krajanská periodická tlač – Slovenský štít
pp. 76-83
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