Papers by Alicja Waszkiewicz Raviv
Social Communication
The paper presents the functions of public relations from visual communication standpoint. The ar... more The paper presents the functions of public relations from visual communication standpoint. The argument for iconic turn application into public relations theory is provided. Next, the paper describes three main functions of images in PR: informative, persuasive and aesthetic. The essay is a theoretical realisation of socio-cultural paradigm in a public relations theory. Contemporary public’s interactions with visuals are dynamic. The constructivist approach stresses the role of knowledge in perception and therefore it is against the simplistic nativist approach to perceptual activity. It allows recipients’ behaviour to be generally appropriate also to non-sensed object characteristics. The publics remaining in the dialogue with an organization, learn specific aesthetics and perceive specific institutional visual stimuli. The paper indicates the need for interdisciplinary research in both visual and organizational communication domains. Such application of PR encompasses constant res...
When we see beautiful, long hair, well-dressed young daughters and mothers standing side by side ... more When we see beautiful, long hair, well-dressed young daughters and mothers standing side by side with their husbands and all surrounding the tall, massive wide-faced elegant man, with red tie around his neck, all facing the camera eye, it’s the Trumps. The media convergence in image society phenomenon reached broader meaning and brought international consequences after last presidential election in USA. Contemporary visual culture links with politics and consists of not only the present, but also the past visual codes skilfully reinterpreted by the public relations specialist. It’s the visual channel, official presidential family pictures used in the media that is analysed in our study, e.g. ”Time” cover. The primary question asked is: whether the contemporary recipients prefer the truth and the new or the beauty and the old in the messages that they perceive every day in their newsfeed. It is argued that the Trump family is new incarnation of The Kennedy’s, especially when the visu...
images aid to this communication goal predominantly. Realistic representations serve as such, bot... more images aid to this communication goal predominantly. Realistic representations serve as such, both to local, as well as foreign visitors. “[...] although the interpretation of visual text is culturally and temporally specific, materialization helps overcome language barriers and establishes visual text as a kind of “global visual language” [Meyer et al., 2018, s. 399]. The interview with both the museum manager and museum tour-guide revealed that foreigners are important target group, vitally interested in the exposition, treating it as entertainment mainly. However, Poles are more nostalgic in their reactions, especially, if in the age 60 plus. Polish visitors are also proud and become sentimental, when memorising communist times and vodka experience. The youngest ones, on the other hand, treat the museum as the history lesson, often show surprise and interact with the tour-guide. Visual messages affordance increases museum accessibility to different publics, makes vodka history mo...
Prz ed wsp ółcz esną szkołą wyższą st oi wiele wyzwań. Jak trudno w tak sp ecyfi cz nej inst ytuc... more Prz ed wsp ółcz esną szkołą wyższą st oi wiele wyzwań. Jak trudno w tak sp ecyfi cz nej inst ytucji, jaką jest ucz elnia, bronić prymatu faktu wobec wszechogarniającego triumfu reprezentacji? Otóż wyzwania post modernizmu i coraz bardziej dominująca ekonomizacja poszcz ególnych sfer życia nie omijają „świątyń nauki”. Ucz elnie to organizacje szcz ególne, gdyż z punktu widzenia szerszego interesu publicz nego edukacja jest dobrem sp ołecz nym2, ponadto
Various types of complex organizations, with complicated motives and heterogeneous structures are... more Various types of complex organizations, with complicated motives and heterogeneous structures are present in different spheres of public life. These public institutional phenomena, tied in a network of relations systems and heading toward a specific goal, are broadcasters in the process of communication. It is said that organizations have image but it is not only their attribute, it is the meaning they communicate, the broadcast which may regard various aspects of the institution's functioning and which can reflexively influence those aspects. The article discusses the difference between the terms organization identity and organization image, including definition spheres of the latter. Moreover, it analyses the ontological status of the term image, its components and structure. The organization's "mental image" is described, one that often becomes that target of those who manage institutions, as an unexploited so far sphere of communication influence.
Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura, 2018
"Res Rhetorica", 2019
In 2018 Mickey Mouse, an iconic brand hero of Disney, celebrated the 90th birthday anniversary in... more In 2018 Mickey Mouse, an iconic brand hero of Disney, celebrated the 90th birthday anniversary in the National Film Archive – Audio-Visual Institute (Pol. FINA) in Warsaw, Poland. By this occasion, the global corporation positioned itself in the local public domain as a social agent through cooperation with the mentioned national institution. The glocalisation strategy has been reflected in the PR activities and has found its visual form in specific PR tools. The paper aims to analyse this case study as the exemplification of a successful implementation of organisational aesthetics in the public realm. The paper analyses the global organization’s visual communication practice in the local framework.
Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
Journal of Intercultural Management, 2015
The paper focuses on the visual communication channel and it’s practical implications to the inte... more The paper focuses on the visual communication channel and it’s practical implications to the intercultural management practice. Introducing theoretical framework provides arguments for the increasing role of the pictures in the image economy, where esthetics and visual branding are the core elements. Two main fields of business applications of visual channels are drawn in the article: external consumers communication and internal organizational communication. Author’s definition of visual marketing communication (VMC) is provided and the semiotic approach is recommended for the culturally rooted customer communication that increases consumption globally, while information design and infographics are the visual messages suggested for the second field, which is internal, employees communication management.
Res Rhetorics, 2019
In 2018 Mickey Mouse, an iconic brand hero of Disney, celebrated the 90th birthday anniversary in... more In 2018 Mickey Mouse, an iconic brand hero of Disney, celebrated the 90th birthday anniversary in the National Film Archive-AudioVisual Institute (Pol. FINA) in Warsaw, Poland. By this occasion, the global corporation positioned itself in the local public domain as a social agent through cooperation with the mentioned national institution. The glocalisation strategy has been refl ected in the PR activities and has found its visual form in specifi c PR tools. The paper aims to analyse this case study as the exemplifi cation of a successful implementation of organisational aesthetics in the public realm. The paper analyses the global organization's visual communication practice in the local framework. W 2018 roku Myszka Miki, kultowy bohater Disneya, obchodziła 90. rocznicę urodzin w Narodowym Archiwum Filmowym-Instytucie Audiowizualnym (FINA) w Warszawie. Dzięki współpracy ze wspomnianą instytucją narodową globalna korporacja wykorzystała tę okazję do pozycjonowania siebie jako podmiotu społecznego. Strategia glokalizacji znalazła odzwierciedlenie w działaniach PR, a ich wizualną formę-w konkretnych narzędziach PR. Celem artykułu jest analiza tego studium przypadku jako przykładu udanego wdrożenia estetyki organizacji w sferze publicznej. W artykule przeanalizowano praktykę komunikacji wizualnej organizacji globalnej w kontekście lokalnym. License This work is licensed under a Creative Commons Attribution 4.0 international (CC BY 4.0). The content of the license is available at
Managing Media "Zarządzanie mediami" Tom 6(3)2018, s. 209–220 , 2018
VISUAL LITERACY OF PR RECIPIENTS IN THE MEDIA SPHERE-ANXIETIES In the times of the image culture,... more VISUAL LITERACY OF PR RECIPIENTS IN THE MEDIA SPHERE-ANXIETIES In the times of the image culture, an extremely important element of media education is the dissemination of knowledge about the specifics and determinants of visual communication in the media , especially those inspired by public relations tools. The world of influencers, youtubers and video bloggers is often the environment for the dominant reception of media messages among kids and young adults, especially those with smartphones. The paper aims to outline areas in which knowledge about imaging has its application in the area of media education, and to provide examples of PR activities shaping the reception in these fields. Visual media education should develop the visual literacy of recipients including knowledge on PR visual activities. Through the intentional and creative use of visual competencies, the recipient can better communicate with others. At the same time, the awareness of the participation of PR tools in media content is related to social attitudes of children and young people, especially to the consumption and market behaviours.
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Papers by Alicja Waszkiewicz Raviv