Znaczenie telewizji w lokalnym komunikowaniu politycznym na przykładzie poznańskich mediów lokalnych i sublokalnych

Abstract

The role of television in Local Political Communication on the Example of Poznan Local and Sub-local Media In the article, the authors, based on audience and readership surveys of Poznan media, in particular those conducted by the CATI method in April 2022 by the Institute for Market and Social Research IBRiS, analyse the possibility of using traditional media, especially local television, in the next local government election campaign in 2024, in provincial cities. The example of Poznań is treated as a case study. The authors attempt to grapple with the increasingly popular hypothesis that, especially in metropolitan areas, new media, mainly social media, are becoming the most important channel of electoral communication. In their analysis, they try to show that despite the dynamic growth in the importance of online news portals, local groups, individual fan sites of politicians and social activists, the growing opinions about the “death” of television are exaggerated (if anything, one can talk about the disappearance of the importance of the printed press), and the choice of media depends on the target group, with traditional media, especially local televisions, continuously serving as an important channel for reaching a part of the electorate.