The Evolution of Market Strategies - Media, Corporations, Institutions
The Evolution of Market Strategies - Media, Corporations, Institutions
Technological changes caused by the development of the internet and digital technologies have induced structural changes of entities in the media market, but also in the broadly defined business sphere and social institutions. These changes can be fully observed in the convergence process, broadly defined as the penetration of technologies typical to other media sectors, such as electronics, telecommunications or IT. The dynamics of this process lead to the emergence of new media services and new distribution platforms. According to the currently influential constructivist approach in technology analysis, this process, in large part, occurs within the social and cultural context, which highlights the role of society and its culture in the emergence and development of new technologies. On the other hand, it encourages other entities, even outside the media industry, to enter the media market. Nevertheless, changes in the functioning of media related to telecommunications and IT, mainly those resulting from convergence, equally concern technology, the market environment, consumers and the behaviour of international entities.
Media organisations, entering the world of new technologies and multiple platforms must diversify their portfolio, adapting it to different types of channels and formats in order to reach all possible audience segments However, the impact of technological change concerns not only innovation-implementing media organisations themselves. Also, broadly understood business entities, as well as social institutions, are affected by the technological revolution, partially in terms of adapting to operating conditions during the SARS-COV-2 coronavirus pandemic and overcoming various crisis situations induced by the pandemic. Another important issue concerns how they communicate about the crisis and what information strategies they choose.
Although the new era of media and technology development brings creates new uncertainties, it also provides new sources of optimism. The driving force behind this evolution of the media is convergence, and it is certain that these changes will be deep and long-lasting. Until a few years ago, many observers were pessimistic about such changes and their impact on the media business model. Technological changes blurred the existing, seemingly permanent boundaries, between media, telecommunications and IT, forcing a redefinition of the current regulatory policy in the field of electronic media.
Objectives of the conference
The key objectives of the conference concern responding to the questions about how technological changes affect the media industry, how the media business model evolves and what consequences this evolution brings, and finally what new possibilities arise for media actors and international entities in the new era of the media. The conference organisers are also open to research illustrating the impact of new technologies on the sphere of international relations and diplomacy.
The conference will be attended by the special guest, professor Hartmut Koenitz from HKU University of Arts Utrecht, head of EU COST Action 18230 INDCOR (Interactive Narrative Design for Complexity Representations) – a network of researchers and professionals from 36 countries who study the use of interactive narratives, on global warming, the COVID 19 pandemic and other issues. President of ARDIN (Association for Research in Digital Interactive Narratives). Professor Hartmut Koenitz co-editor of the book titled Interactive Digital Narrative. History, Theory and Practice, Routledge 2015 and author of the soon-to-be-published book - Understanding Interactive Digital Narratives, Routledge 2021.
The conference will be held under the patronage of the Polish Communication Association.
Framework programme
09.00-09.15 a.m. Opening of the conference by professor dr hab. Grzegorz Mazurek (Kozminski University), dr hab. Gavin Rae, professor of Kozminski University (Kozminski University), professor dr hab. Przemysław Wiszewski (UWr), dr hab. Magdalena Ratajczak, professor of the University of Wrocław (UWr)
09.15-10.15 a.m. Keynote speaker: professor Hartmut Koenitz (Trinity College Dublin, the University of Dublin) “Representations of Complexity - Interactive Digital Narrative Enabling Discourse for the 21st Century”
Narratives have an essential role in recording, communicating and comprehending human existence. As the world around us becomes increasingly complex, traditional narrative forms are no longer adequate for this task. The discrepancy between our complex reality and a discourse still depending on the newspaper article and the TV newscasts opens up opportunities for political extremism. What is needed instead are narrative representations of complexity. This means to re-inventing the narrative by using the opportunities afforded by digital media to create representations that contain competing perspectives, offer choices and show the resulting consequences while allowing for repeat experiences.
10.30 a.m. - 12.00
1st Panel: Digital media - platforms and algorithms (chaired by professor S. Jędrzejewski, Kozminski University)
- Professor dr hab. Tomasz Goban-Klas (WSIiZ Rzeszów), AAA – Alexa Amazon Angel
- Professor dr hab. Jan Kreft, (Gdańsk University of Technology), Why Facebook and Google should fail. In the grip of algorithms
- dr hab. Kazimierz Krzysztofek, professor USWPS (USWPS), Society 5.0: redundant or necessary signboard. Reflections of a sociologist
- dr hab. Magdalena Ratajczak, professor UWr (UWr), Digital diplomacy - new tools of international communication
12.00 - 12.15 break
12.30- 2.30 p.m. 2nd Panel: Digital media - data (chaired by: dr hab. Magdalena Ratajczak, professor UWr)
- Professor dr hab. Dariusz Jemielniak (ALK), Society of cooperation: how technology strengthens our natural aspirations for cooperation
- dr hab. Piotr Celiński, professor UMCS (UMCS) To see the world in grains of sand. On the dynamics of data culture
- Professor dr hab. Włodzimierz Gogołek (UW), Big data in the media. Content identification and monitoring
- dr hab. Wojciech Skrzydlewski, professor UAM (UAM), Virtual symphonies for everyone - music in cyberspace - the perspective of a media expert
- dr hab. Magdalena Szpunar, professor UJ (UJ), Quantification of social life
2:30-3:00 p.m. Lunch break
3.00-4.30 p.m. 3rd Panel of Professionals: Digital strategies in the media (chaired by: dr Krzysztof Kuźmicz, Kozminski University; dr Bartłomiej Łódzki, University of Wrocław)
- dr Robert Stalmach (Newspoint!)
- Marcin Bąkiewicz (journalist, Antyradio)
- Michał Broniatowski (journalist, Politico-Onet)
- Magdalena Jethon (journalist, Nowy Świat Radio)
- Grzegorz Kiszluk (journalist, Brief.pl)
- Stanisław Wryk (journalist, Polsat News, AMU)
4.30-5.00 p.m. Conclusion (dr Justyna Arendarska, UWr)
09.00-10.30 a.m. 4th Panel of Professionals: Digital strategies in corporations and institutions (chaired by: dr hab. Marta Ryniejska-Kiełdanowicz, UWr; dr Justyna Arendarska, UWr)
- dr Dariusz Gulczyński (European Commission)
- dr Anna Warchoł-Kęsicka (Director of the Patient Department, Neuca)
- Michał Karbowiak (Concordia Design Community Manager Wrocław)
- Katarzyna Karpa-Świderek (Board Advisor for Media Relations, WWF Poland Foundation)
- Mariusz Wawer (Governmental Relations Leader for Poland & East Europe Region, 3M Poland)
- Konrad Weiske (Chief Executice Officer, Spyrosoft)
10:45 – 12:45 V Panel: Digital Technologies (moderated by: prof. Jan Kreft, Gdansk University of Technology)
- Dr Kinga Przybysz-Polakowska (mElements S.A.), Technology, pandemic and organizational culture. Case study on the example of mElements S.A.
- Dr Sylwia Klus (University of Life Sciences, Poznań), dr Leszek Wanat (Collegium Da Vinci), The use of selected Big Data tools in the mesoeconomic analysis of industry development trends in the conditions of economic uncertainty - on the example of the Polish wood industry and Google Ads tools
- Mariana Fydrych MA (Jagiellonian University), Technological Gatekeeping and the Problem of Performativity
- Barbara Cyrek MA (Jagiellonian University), The economics of the gift and the new business model of social media: the case of livestreaming
- Dr Anna Kurzak-Mabrouk ( University of Humanities and Sciences in Częstochowa - J. Długosz), Digital exclusion of generation X. Perception of sustainable online marketing communication in the light of empirical research
13:00 – 15:30 VI Panel: Journalism and media {chairperson: Prof. Tomasz Goban-Klas, WZIiZ Rzeszów}
- Malwina Popiołek, PhD (Jagiellonian University), Monika Hapek, MA (Jagiellonian University), Pandemic as a challenge for contemporary journalists
- Dr Anna Miotk (University of Warsaw) Infodemia around the COVID-19 pandemic as a challenge for media organizations
- Dr Adam Szynol (Wroclaw University), From RSW to Orlen - management strategies of regional daily press
- Dr Iwona Grodź (WSUS), Audience segmentation of culture in the media
- Dagmara Plata Alf MA (ALK), Algorithm-based journalism - readers' perception of content credibility
15:30 – 16:00 Conclusion of the conference
The speeches in panels I, II, III IV delivered in Polish will be simultaneously translated into English
Applications
Applications for participation, in the form of an abstract not exceeding 600 words, should be sent by 19 May 2021. The abstract should specify the subject, objective, main theoretical background or research methodology, the most important results and a brief literature review. Presentations should not exceed 15 minutes.
Publication
Planned scientific publication by a publishing house listed on the ministerial ratings. Deadline for the submission of full articles: 30 September 2021. Details on editing issues will be provided during the conference.