Numer 4.1 (2018)
Redaktor: Katarzyna Mołek-Kozakowska
Spis treści
Strony
Pobierz
From the Editor
5 – 6
PDF
Brygida Hurek
The Communication of Luxury: A Semiotic Analysis of a Luxury Brand’s Perfume Commercial
7 – 33
PDF

Słowa kluczowe

meaning | luxury | commercial | communication | brand | value

Streszczenie

This study explores the mode of communication of luxury in the case of Chanel. It includes a review of theories regarding the cultural concept of luxury. It discusses the psychological, historical, cultural and sociological aspects of luxury in order to explain its dynamics and significance. It also elucidates the discourse of advertising, and the practice of luxury branding and communication. The methodological base for the study is semiotics with its structuralist and post-structuralist approaches to meaning, and its emphasis on the complexity of cultural systems through discourse. The analytical section is an in-depth description of a Chanel commercial, deconstructing the component parts according to semiotic and discursive categories. It offers an interpretation of the commercial’s intended (preferred) reading concerning this particular luxury brand of perfume and conclusions regarding the distinguished modes of communicating luxury.


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Uniwersytet Opolski

Patrycja Bieniek
Evolution of the Mary Sue Character in Works by Wattpad Social Platform Users
35 – 55
PDF

Słowa kluczowe

Wattpad | fanfiction | Real Person Fiction | Mary Sue character

Streszczenie

This article discusses the evolution and popularity of the Mary Sue character in the works by Wattpad social platform users on the basis of Teenage Dirtbag by SumNawaz. The study maps the relationships between the rise of fan-fiction on the social platform, characteristics of autobiographical genres and the idealized characters constructed subconsciously by young authors. The analysis of the sub-genre of Real Person Fiction reveals the elements binding the fiction genre and the Mary Sue character, presenting the differences and similarities between contemporary versions of the character and its archetype introduced in the 1960s. The study enhances the understanding of “imaginative reading” and reveals the variety of literary tendencies enabled by new social media technologies.


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Uniwersytet Opolski

Przemysław Komsa
The American Tradition of Social Satire in South Park Television Series
57 – 77
PDF

Słowa kluczowe

South Park | satire | humor | controversies

Streszczenie

The main objective of this work is to show how the authors of the animated series South Park use controversial humor to satirize people, habits, ideologies and mindsets within the American society. Although South Park is made in a cartoon style, it is definitely intended only for adults. In order to fully appreciate the show and understand all ironic references and satirical jokes, the viewer has to possess the general knowledge of American customs and institutions, as well as be aware of the tradition of satire and American humor. This work identifies and discusses satirical values in the chosen episodes of the show that relate to controversies around community values, homosexuality and racism. It relates them to three classical types of satire: Menippean, Juvenalian and Horatian.


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Uniwersytet Opolski

Mariia Horskykh
Online Grooming as a Manipulative Social Interaction: Insights from Textual Analysis
79 – 111
PDF

Słowa kluczowe

grooming | manipulation | abusive relationship | thematic analysis

Streszczenie

This study explores the manipulative techniques used by online groomers to build relationships with minors. The introductory part explores the processes of grooming from selected perspectives, including its scope and risk factors. The study is informed by the model of Social Exchange Theory (SET), notably Rusbult’s Theory of Investments, which is applicable to abusive relationships. To detect the controlling patterns of the grooming relationship, a thematic analysis of an interview with a victim of grooming is conducted. The thematic analysis has identifed the main themes and constructed a map that depicts coherent connections within the grooming system. The analysis shows that even if children do not perceive grooming as exploitative, it is a manipulative and controlling relationship due to secrecy and social stigma.


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Uniwersytet Opolski

Alicja Portas
Representations of Polish Migrants in British Media from the Perspective of “Moral Panic” Theory
113 – 142
PDF

Słowa kluczowe

stereotypes | moral panic | Polish migrant | UK | British media | representation

Streszczenie

The purpose of this article is to present the prevalent media representations of the Polish immigrants to the UK. Since the EU Accession on May 8, 2004, conservative British media adopted a relatively negative attitude towards the new European migrants, in particular the Poles. This study aims to verify and nuance this assumption. It reviews the theories applicable to anti-Polish moral panic, stereotyped portrayals of Eastern Europeans and the social impacts of media narratives. The first case study offers an analysis of the documentary The Poles are Coming! directed by Tim Samuels in order to explore stereotypes and devices of (mis)representation employed. The second case study traces the evolution of representations of Poles in Britain in selected texts from the British newspaper The Guardian. A content analysis is combined with a discourse analysis of the articles to investigate to what extent negative framing and labelling are employed in the British media coverage of the migrants.


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Uniwersytet Opolski

Alicja Portas
27th Annual Conference of the Polish Association for the Study of English. Conference Report
143 – 144
PDF

INFORMACJE O AUTORZE

Uniwersytet Opolski

Polish Association
pjes@pjes.edu.pl
ISSN 2543-5981
for the Study of English