Prof. Dorota Piontek provides a commentary to this article: For almost 100 years of research, starting with printed newspaper, then cinema, radio and especially television, a number of theories have been elaborated in the field of media and mass communication studies, only a few of which have a universal dimension. Theories of media omnipotence, popular in the 1930’s, did not pass the test of time mainly due to communication technologies’ development. The crucial question is: what are the most significant changes in the relationship between broadcasters and audience?
