Although populist communication has become pervasive throughout Europe, many important questions on its political consequences remain unanswered. First, previous research has neglected the differential effects of populist communication on the Left and Right. Second, internationally comparative studies are missing. Finally, previous research mostly studied attitudinal outcomes, neglecting behavioral effects. To address these key issues, this paper draws on a unique, extensive, and comparative experiment in sixteen European countries (N = 15,412) to test the effects of populist communication on political engagement. The findings show that anti-elitist populism has the strongest mobilizing effects, and anti-immigrant messages have the strongest demobilizing effects. Moreover, national conditions such as the level of unemployment and the electoral success of the populist Left and Right condition the impact of populist communication. These findings provide important insights into the persuasiveness of populist messages spread throughout the European continent.

In this paper fundamental information concerning the designing and conducting of comparative experiments, as methods which are able to be employed in the field of media studies, will be successively delineated. On the basis of the large-scale online experiment  conducted in 15 countries in 2017, the assessment of the populist message impact as well as methodological challenges to such a project will be presented. We discuss challenges and lessons learnt from this type of research design.

The subject of this article is nation branding in the culture market, namely the role cinematography plays in creating a nation brand. Sustainability and sustainable development in the film industry is conditioned by variety in cultural promotion channels. The aim of the authors is to prove that appropriately organised cinematography promotion abroad can positively influence the image of a given country. The first section deals with the relationship between media and sustainable development, as well as with theoretical definitions of branding and the nation brand. Subsequently, cinematography in the context of branding is discussed. The core of this work is a case study of film promotion abroad from the institutional perspective of the Polish Film Institute. The promotional strategy for “Cold War” (2018) directed by Paweł Pawlikowski has been analysed, as this motion picture is considered one of the biggest successes of post-1989 Polish cinematography. Factors positively influencing its popularity were analysed alongside their influence on the general perception of Polish cinema abroad. Based on the results of empirical studies, the authors present their discussion of the functional state and the role of Polish cinematography on the global circuit, as well as attempt to verify its importance in relation to sustainability.

Ma³opolskie dzienniki regionalne w procesie tabloidyzacji przekazu na temat wyborów samorz¹dowych -p³aszczyzna formy R ozwa¿aj¹c proces tabloidyzacji mediów (definiowany jako proces polegaj¹cy na zbli¿aniu siê formy, jêzyka, obrazu oewiata w mediach g³ównego nurtu do treoeci, formy, jêzyka i obrazu oewiata prasy taboidowej), w kontekoecie sposobu relacjonowania samorz¹dowej kampanii wyborczej przez dzienniki regionalne, warto zastanowiae siê najpierw nad wyznacznikami gatunkowymi tabloidu, do których odnosz¹ siê kategorie szerokiego paradygmatu tabloidyzacji 1 . Ma³gorzata Lisowska-Magdziarz wyró¿nia cztery podstawowe cechy wyró¿niaj¹ce przekaz tego typu prasy. Po pierwsze, narracyjn¹ formê tekstów, w których autorzy nie analizuj¹, nie wyjaoeniaj¹, lecz opowiadaj¹ historie, po drugie, prost¹ aksjologiê opart¹ na mocno spolaryzowanym schemacie przedstawiania oewiata, po trzecie, emocjonalne nacechowanie przekazu zarówno na poziomie samego jêzyka, jak i zdjêae czy infografik oraz, po czwarte, dominacjê atrakcyjnooeci nad prawdziwooeci¹ w pisarstwie tabloidowym 2 . Odnosz¹c siê do sfery komunikowania o polityce, jednym z wyró¿-ników prasy tabloidowej jest to, i¿ konstruuje ona to¿samooeae polityka w obszarze napiêae miêdzy informacj¹ a rozrywk¹ oraz miêdzy rol¹ publiczn¹ a ¿yciem prywatnym 3 . Z typowego dla przekazu tabloidów schematu "rekonstruowania" oewiata na podstawie antagonistycznych relacji "my-oni" wynika kolejna cecha, któr¹ jest przedstawianie elit politycznych w opozycji do zwyk³ych ludzi -adresatów, a czêsto tak¿e bohaterów tabloidowych tekstów.