The rise of political polarisation in Pakistan has spurred experts to pose the fundamental inquiry: what enduring repercussions will polarised politics have on Pakistan’s democratic framework? The existing evidence provides significant grounds for apprehension. One of the growing issues of political polarisation is its effect on social trust. The present study investigates the relationship between social media political expression, partisanship, and affective and ideological polarisation and social trust. This study gives us understanding about the sentiments of ‘self’ towards proponent’s in-group members and out-group members, referring to a Pakistani sample (n = 413). Further, the scholarship tests the moderating role of media efficacy between affective and ideological polarisation and social trust. Social identity theory and the echo chamber effect provided theoretical support for the research. Six direct and two indirect hypotheses were developed. Partisan identity exhibited positive and significant impact on both affective and ideological polarisation, whereas social media political expression did not exhibit any significant impact on either. However, amongst the two proposed moderating hypotheses, media efficacy moderates only the relationship between ideological polarisation and social trust. The study concludes by discussing its implications in Pakistan’s socio-cultural environment, acknowledging its limitations, and providing recommendations for future scholars.

The systems and mechanisms inherent to generative artificial intelligence have sparked a digital revolution in the field of marketing and marketing communications. Artificial intelligence has enabled marketing entities to create original communication outputs in the form of personalised campaigns, in which deepfake plays a central role. This highly sophisticated generative AI tool is capable of constructing highly realistic yet inherently artificial content within a short period, utilising text, images, videos, and audio. Due to its ability to convincingly manipulate multimedia content, deepfake represents a significant factor in redefining traditional marketing communication concepts while opening new possibilities for content personalisation. For this reason, the objective of this research study is to examine the positive applications of deepfake technology in marketing communication campaigns, focusing on content personalisation, the creation of digital personas, and the enhancement of audience engagement. Through a qualitative case study approach, we analysed the positive aspects of the application and implementation of deepfake in selected communication campaigns: “Malaria Must Die”, “Deepfaked Dolph Lundgren”, and “My Dear Slovaks”. The research findings demonstrate that, despite the predominantly negative perception of deepfake technology by the general public, its targeted use in marketing communication campaigns has yielded the opposite, positive effect. Recipients do not perceive this generative technology with disdain or disapproval in the context of its application in communication campaigns; rather, they regard it as an innovative and interactive element of marketing communication that has the potential to enhance interest in the given brand.

This study explores the segmentation of electronic word-of-mouth (eWOM) seekers in tourist destinations, with a specific focus on communication preferences and channels. The aim is to enhance the understanding of eWOM behaviour beyond traditional sociodemographic factors, emphasising communication strategies that influence consumer decision-making in selecting tourist destinations. Using data from an electronic survey completed by respondents in Czechia and Slovakia, cluster and factor analyses identified four main segments of eWOM seekers: eWOM Enthusiasts, Local Explorers, Global Influencer-Focused Travellers, and Authenticity-Seeking Globetrotters. The study further examines preferred communication channels, including key travel information hubs, influencer-led networks, and supplementary channels to tailor marketing strategies to specific segments. Findings provide valuable communication insights for destination marketers, offering a framework for future research on effectively leveraging eWOM in tourism marketing.

The film genre called biographical drama (abbreviated as biopic) focuses on depicting the unique fates and professional achievements or failures of public figures, including popular figures in the music industry. Given the long-term success of these film narratives, there is a need to explore biographical audiovisual narratives about musicians of the past and present. The main aim of the study, therefore, is to elucidate the conventional genre patterns and iconography of the film genre of biographical drama in the form of a critical reflection on feature films, contemporary biopics from the music industry that resonate in the world of cinema. To fulfil the stated aim, the first step is to explain key concepts and processes closely related to the issue at hand. In a follow-up case study, we explain the ways in which the music industry collaborates with the film industry in the application of qualitative content (narrative) analysis of selected research materials. We work on the assumption that biographical dramas about music personalities have the potential to create financially and audience successful media content, reaching relatively high qualitative levels, despite their generally low reputation by the professional public. This assumption opens up a debate about ways of working with the relevant genre iconography. We are also interested in answering the question of how and whether the meaning of the presented facts changes to dramatize the plot, and to what extent the examined film narratives referring to real life stories of selected persons fulfil their informative-educational character. In fact, we believe that the representation of reality in the media reality (represented by audiovisual images of the described genre) is modified to a certain extent. For this reason, we consider it necessary to approach the interpretation of cinematic works in a critical manner.

The digital transformation of the media industry brings new challenges and opportunities, with AI becoming an integral part of the creative, analytical and distribution processes. This article explores how AI is shaping the media industry, particularly in the context of supporting creative work, automation and personalisation of content, as well as precision targeting in marketing and political communications. It analyses the historical development of AI in media, its current applications and trends, focusing on cases where AI is complementing human creativity rather than replacing it. Particular attention is paid to the analytical use of AI in the media, to the personalisation of content, automation of news reporting, and to the use of AI in marketing strategies. The article also discusses ethical and legal issues, in particular the issue of trustworthiness of AI-generated content, regulation of misinformation, and copyright protection. Methodologically, the article uses the method of qualitative synthesis and brief case studies in order to describe specific applications of AI in various segments of media production and distribution. The article also provides predictions for the future development of AI in media, respecting the highly dynamic nature of this technology, which naturally implies that certain findings may already be partially surpassed by the time of the publication of the study.

Customer engagement reflects the intensity of interaction between customers and products in the market. In the film industry, customers who enjoyed watching movies in cinemas tend to have more intensive interactions with upcoming films. This study analysed the mediating role of customer engagement in the influence of the lead actor, film genre, film ratings, and online reviews on the decision to watch Indonesian films in cinemas. The research employed a quantitative approach with a survey of 315 respondents. Data was analysed by using Structural Equation Modelling through Smart PLS software. The lead actor, film genre, movie ratings, and online reviews positively and significantly influenced customer engagement with films. Customer engagement, in turn, positively and significantly influenced the decision to visit a cinema to watch Indonesian films. Customer engagement is proven to be an appropriate mediator between the four independent variables and the decision to watch Indonesian films in cinemas. Incorporating customer engagement as a mediator in the relationship between the lead actor, film genre, film ratings, online reviews is therefore important. These research findings enrich relationship marketing theory by emphasising the importance of customer engagement in strengthening long-term relationships and consumer behaviour theory by enhancing customer loyalty.

As a result of the conflict in Syria in 2011, approximately 3.5 million Syrians migrated to Turkey. A significant number of news articles about Syrian refugees have been produced in traditional media, and various types of content have been created on social media. However, some of these news stories and posts have been based on inaccurate information. This research aims to examine how Syrian refugees interpret the fake news spread about them and how such content affects their daily lives and their relationships with Turkish society. To achieve this objective, focus group discussions were conducted with Syrian refugees working in civil society centres. Various questions were posed to the Syrian refugees about the impact of the spread of fake news on their daily lives, how such news affects their communication processes within society, and what solutions they propose. During the focus group discussion, media texts were distributed which contained fake news or misinformation. According to the study's findings, Syrian refugees frequently encounter fake news in their daily lives, and these reports have negative effects on their daily lives and their integration into the social life of which they are part.

The Terrifier horror film series, despite its low-budget, has become a cult phenomenon and achieved unexpected commercial success. This study focuses on analysing the function of violence in contemporary horror cinema, specifically examining the relationship between realism and stylisation in violent scenes within the Terrifier films. The theoretical framework of this research explores violence as both a narrative and aesthetic element, as well as its evolution in modern horror films. The core of the study is the application of this knowledge in the form of discourse analysis on three scenes from the Terrifier film series. The analysis utilises qualitative methods of film study to determine the extent to which these scenes balance realistic depictions of violence and their stylised presentation. The findings of this study contribute to a broader discussion on violence in contemporary horror, its ability to shock and captivate audiences, and its role in testing the boundaries of viewer tolerance.

The study focuses on the analysis of the constitutional and legal limits of the exercise of freedom of speech. This freedom forms one of the pillars of a democratic and legal state. However, the Constitution of the Slovak Republic and the Convention on the Protection of Human Rights and Fundamental Freedoms allow for its legitimate limitations. The authors therefore examine the limits of restrictions on freedom of expression under the conditions of Slovak legislation. The role of independence and autonomy of media are also emphasised, and a specific case demonstrates the interaction between the personality protection of a public figure and freedom of expression.

This article explores how contemporary text-to-image (T2I) systems routinely minimise or “correct” aquiline noses in AI-generated images, a phenomenon the authors term “non-consensual rhinoplasty”. Despite explicit prompts for pronounced nasal features, many models systematically smooth out dorsal humps, with 92% of generated images displaying a non-convex profile. Situating these findings in a broader cultural and historical context, the article examines how entrenched beauty standards and physiognomic biases shape both AI training data and societal perceptions. It highlights how content moderation, algorithmic “beautification,” and dataset limitations further erase natural variation. To address this bias, the article proposes solutions such as community-led awareness campaigns, petitions for greater transparency in AI development, and technical refinements like prompt sliders for nasal prominence. By outlining these strategies, it advocates for AI innovation that prioritises cultural sensitivity and equitable representation.