Zmediatyzowany obraz

Marcin Szewczyk

doi:10.18290/rkult25164.5

Published : 2025-12-15

Vol. 16 No. 4 (2025)

Mediatised Image

Marcin Szewczyk

https://orcid.org/0000-0002-4291-8317

DOI: https://doi.org/10.18290/rkult25164.5

Abstract

The article analyses the impact of mediatisation on the still image in the context of contemporary new media communication, exploring the bidirectional, interplay between the logics of media and images. It highlights the dominance of the image in social media and its impact on the evolution of traditional media. The analysis refers to Roland Barthes’ semiological concept (mainly in terms of the 3 senses and denotation and connotation), focusing on the semantics of the image and its persuasive potential. It emphasised the automation of perceptual and contextualisation processes that facilitate the manipulation of the de-receiver of mediatised images. Conclusions indicate that such images have become an effective, though often unpredictable in terms of their effects, tool of persuasion, shaping social reality. Due to the massiveness of the perception of images and the creation of a general receiving context, it is primarily the potential of meanings that breaks through into the receiving sphere, which in persuasion makes it possible to use the considerable semantic capacity of images. The open semantic character of the image and the ease with which psychological and pragmalinguistic mechanisms can be used in the construction of image-based persuasive messages, constitutes one of the communication disadvantages and at the same time persuasive advantages of mediatised image communication.

Keywords:

communication, connotation, denotation, image, language, mediatization, persuasion, pragmatics, semiology, social media

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Szewczyk, M. (2025). Mediatised Image. Roczniki Kulturoznawcze, 16(4), 75–92. https://doi.org/10.18290/rkult25164.5

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