The Visual Literacy of Public Relations Practitioners: The Operationalized Media Competencies to Communicate Between Modern Organizations and Publics

Alicja Waszkiewicz-Raviv

doi:10.18290/rns2025.0049

Data publikacji : 2025-12-29

Tom 53 Nr 4 (2025)

Alfabetyzm wizualny praktyków public relations – operacjonalizacja kompetencji medialnych do komunikacji między nowoczesnymi organizacjami a publicznościami

Alicja Waszkiewicz-Raviv

https://orcid.org/0000-0002-5791-0326

DOI: https://doi.org/10.18290/rns2025.0049

Abstrakt

Celem niniejszego artykułu jest analiza kompetencji wizualnej w kontekście oceny i pomiaru kompetencji PR. Artykuł wnosi wkład w badania nad kompetencjami komunikacyjnymi, koncentrując się na umiejętnościach specjalistów PR pracujących z mediami oraz podkreślając wymiar wizualny niezbędny do dialogu organizacja–odbiorcy. Artykuł koncepcyjny opiera się na przeglądzie literatury medialnej i PR, identyfikując miejsca, w których wymiar wizualny pojawia się we współczesnych badaniach nad kompetencjami i umiejętnościami PR. Uwaga skupiona jest na kompetencjach wizualnych, a nie na celach komunikacyjnych. Wyniki badań ukazują wartość kompetencji wizualnych i osadzają je w szerszej debacie dotyczącej komunikacji w organizacjach. Znaczenie artykułu polega na pionierskiej integracji umiejętności wizualnych w proces oceny kompetencji praktyków PR w relacjach medialnych, wykraczając poza ramy ewaluacji skupionych na języku i włączając często pomijany wymiar wizualny.

Słowa kluczowe:

kompetencje medialne, wizualne public relations, alfabetyzm wizualny, umiejętność komunikacji

Szczegóły

Bibliografia

Statystyki

Autorzy

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Zasady cytowania

Waszkiewicz-Raviv, A. (2025). Alfabetyzm wizualny praktyków public relations – operacjonalizacja kompetencji medialnych do komunikacji między nowoczesnymi organizacjami a publicznościami. Roczniki Nauk Społecznych, 53(4), 121–136. https://doi.org/10.18290/rns2025.0049

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Licencja

Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.

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