Social media proved to be a crucial tool in election campaigns for the first time following Barack Obama’s victory in 2008. He was one of the first candidates to strategically communicate with voters via the Internet. In Poland, the 21st century has ushered in constant contact between politicians and voters, with social media being the most effective tool for this purpose. Today, every female and male politician announces their actions through numerous channels, actively shaping their desired image. This analysis focuses on the self-presentation of Polish female candidates for the European Parliament for the 2024–2029 term, as shaped through social media. I will examine the campaigns of four representatives from the political parties that secured mandates and currently represent Poland in the European Parliament. Their campaign materials shared on social media will be analyzed from visual, semantic, and interactive perspectives. The goal is to categorize the dominant image-building narratives in their campaigns and relate the candidates’ political images to existing cultural archetypes of femininity.
The article examines the brand positioning strategy of Netflix in Poland within the broader context of global discourses of diversity and inclusivity. It is grounded in the assumption that the streaming platform has consistently constructed its image as a brand representing liberal values, deploying them both in its corporate communication and in local production and marketing practices. The article seeks to explore how Netflix’s global branding strategy has been adapted to the Polish socio-cultural context. The analysis demonstrates that during the first years of its presence on the Polish market, Netflix effectively used the discourse of diversity as a tool for distinguishing itself from the country’s conservative media and political landscape. The platform positioned itself as a modern, progressive, and socially engaged media actor capable of addressing topics marginalized by traditional broadcasters. At the same time, the author argues that inclusivity functioned primarily as an instrumental element of Netflix’s branding strategy, serving the accumulation of symbolic brand capital. Alongside demographic changes within streaming audiences and the growing popularity of conservative attitudes among younger viewers, the liberal discourse of diversity gradually began to lose its market effectiveness. As a result, Netflix increasingly shifted its communication and programming strategies toward more universal, folk-oriented, and emotionally safe narratives.
The metaverse encompasses immersive 3D virtual worlds that are transforming digital interaction and opening new frontiers and opportunities for marketing. Despite growing business interest, academic research on advertising within the metaverse remains scarce, particularly regarding its effectiveness, audience behaviour, and technological constraints and benefits. This study advances our understanding of metaverse advertising by examining its defining characteristics and its strategic and societal implications for brands, consumers, and digital ecosystems. Findings reveal the emergence of innovative ad formats—such as virtual products, branded spaces, and avatars—that redefine how brands communicate in immersive settings. Nonetheless, the limited data infrastructure constrains precise ad targeting, positioning brand awareness rather than performance marketing as the primary advertising objective. Finally, the study underscores the importance of ethical and societal responsibility, calling for a balance among technological innovation, user well-being, and platform integrity.
Pozostałe osiągnięcia naukoweMonografia (zamknięty dostęp)Monograph Chapter
This paper examines the implications of using artificial intelligence (AI) to support the review and rating of research impact statements in the Polish Evaluation of Quality of Scientific Activity. Under the “third criterion,” impact is assessed through case-study style descriptions that link research to effects beyond academia. These are reviewed under a highly formalised workflow which reduces room for nuance while increasing the burden of compliance work for authors, managers, and evaluators.
To explore what AI can and cannot do in this setting, we developed an instruction-driven evaluation agent within ChatGPT and iteratively refined its prompt to follow the evaluation logic, enforce conservative evidence handling, and generate document-grounded justifications. In a pilot involving a sample of 31 impact case studies, one author completed independent human assessments, while the agent generated scores and justifications against the same operationalised criteria.
We compare the agent’s outputs with the human assessment, focusing on where the agent adds value and where it fails. The agent performed best on auditable, document-bound tasks. Failure modes included rigid, keyword-driven interpretations in judgement-intensive components, a factual error (a date) and inconsistent disclosure of file-reading limitations. We argue these patterns reflect the documentary, compliance-oriented logic of the evaluation system: LLM agents can strengthen consistency and auditability, yet risk reproducing formalism and under-rewarding contextual judgement unless embedded in a human-in-the-loop workflow. We conclude by positioning LLM-based agents as augmentation rather than replacement in evaluation: useful as conservative compliance and consistency auditors but requiring human oversight where interpretation and contextual judgement are central.
