DOROTA PIONTEK: NEW MEDIA OLD THEORIES; COMMENTARY

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?

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