New Trends and New Phenomena in the Polish Media Market
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When in 1989, discussions on the functioning of the social means of mass communication in the newly emerged situation were held, none of the partici- pants could even predict how far the solutions promoted then would evolve. However, both parties fully realised that the possession of the media, control New Trends and New Phenomena in the Polish Media Market 145 ￼over them and the ability to communicate with the public through them are indispensable prerequisites for obtaining social support. Nowadays, we face such challenges as the politicisation of the media, relentless struggle for audience and viewership, tabloidisation of broadcasts, cannibalisation of the press market. However, they are also accompanied by positive phenomena including new technologies associated with printing, constantly emerging new media projects or such innovations as the possibility of using the mobile media. They all prove that the Polish media market has radically changed over the last 20 years that elapsed since the Round Table agreements.
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