New Media as a Social Phenomenon

Marek Jeziński


The main objective of the study is to explain the new media as a social phenomenon and indicate that this kind of the media perform several significant social functions, including informational and educational functions while serving as a discursive platform (the formation of public opinion) and a realm to advocate political viewpoints. These functions are discussed primarily in the context of the nature of the communication act performed by the new media and the nature of social interaction exercised through the use of the media. They stem directly from the features that characterize the new media, namely, their multimedia, decentralized, hybridist, egalitarian, non-linear (concerning the quality of data decoding processes), and interactive character. It could be argued that the new media mainly duplicate the functions of traditional media, however, they use more advanced electronic technology to make the interaction more effective and quicker. More importantly, they adapt to the changing social situations easier than the traditional media, influencing the nature of social contacts and the act of communication through the electronic devices. Through the use of contemporary technologies, the media owners and journalists shape the public opinion and they are subjugated to the pressure exercised by the new media users in turn.

Słowa kluczowe

new media; media decoding; interactivity; media egalitarism; social interactions; communication

Pełny tekst:



Castells M., Społeczeństwo sieci [The Rise of the Network Society, Oxford 1996], Warszawa 2007.

Dewdney A., Ride P., The New Media Handbook, London–New York 2006.

Ithiel de Sola P., Technologies of Freedom: On Free Speech in an Electronic Age, Cambridge 1983.

Jenkins H., Convergence Culture: Where Old and New Media Collide, New York–London 2006.

Jeziński M., Język przemówień politycznych Wojciecha Jaruzelskiego w okresie stanu wojennego [The Language of Wojciech Jaruzelski’s Public Speeches in the Period of Martial Law], Toruń 2009.

Lister M., Dovey J., Giddings S., Kelly K., New Media: A Critical Introduction, Abingdon- New York 2009.

McNair B., An Introduction to Political Communication (fourth edition) , New York–London 2007.

Pisarek W., Wstęp do nauki o komunikowaniu [An Introduction to the Science of Communication], Warszawa 2008.

Williams R., Television, Technology and Cultural Form, London 1974.


  • There are currently no refbacks.