The study deals with the legal regulation of publications in the Slovak Republic, noting the position of publishers and web portal operators in the context of the new law ‘on publications’. This law specified publishers and operators as participants in the media market, defined community media, and established modern regulatory elements, including self-regulation, which have brought significant transparency to the ownership and financing of print and web media. In this study, we note the historical outline of the development of the press after 1989, the stabilisation of the situation within the legislative regulation of the press in 2008, while our primary objective is to define the current legal standards of the newly adopted Publications Act. We also reflect on the possible risks and problems that the new law entails, but our main aim is to present the fundamental and innovative changes that have resulted from several years of legislative process in the field of media law.

According to the last population census in Slovakia (in 2021), senior citizens, or people over 65 years of age make up 17% of the total population of Slovakia. Despite this, we cannot consider seniors, or those of the age of 65 and older inactive or completely unproductive, considering that this is not only a consequence of the aging of the population, but to a large extent the growth of the average life expectancy of people in our society. Many seniors, or people in the post-productive age in this period of life still or occasionally work, maintain contact with family and acquaintances or even actively participate in civic life. In this regard, we therefore consider it important to pay attention to the level of media literacy of seniors who, more or less, use media and digital technologies in their lives and are thus exposed to their positive and negative effects. Although education in the field of media education mainly focuses on children and youth, it is necessary to realise that our society is created, shaped and decided by adults of productive and post-productive age. The goal of our study is therefore to map the current state of media literacy of Slovak seniors in the area of their user skills and communication skills related to the use of media and digital technologies, and their ability to critically understand. We therefore monitor the state of knowledge about the media and a critical view of them, the ability to critically analyse media content and the practical skills of seniors in relation to the media. The presented study reflects the results of quantitative research carried out on a representative sample of Slovak seniors using the questionnaire method. The result of the study is the relevant conclusions resulting from the empirical investigation and a summary of proposed recommendations for improving the current situation.

The research focuses on the status of media coverage of the COVID-19 pandemic by media professionals in Slovakia. Out of a representative research sample calculated to be 242 reporters out of a total of 2,130 reporters in Slovakia, only 50 reporters responded to the questionnaire, which is also a limitation of this research. From the responses, the authors generated the current status of media coverage of the COVID-19 pandemic. Positive results of the questionnaire survey include that most of the media reporters tried to rely on the opinions of experts such as epidemiologists, virologists, etc. Also, 64% of the respondents did not feel any restriction of freedom in their work. The high percentage of self-study by reporters should also be added to the positive phenomena. On the negative side, as many as 56% of the respondents stated that it was not important for them to influence public opinion, and a smaller percentage also mentioned various influences that interfered with the impartiality and objectivity of reporting. Also, a high percentage of respondents were critical of the government’s management of the pandemic. Based on these findings, it can be concluded that the state of media coverage in Slovakia during the COVID-19 pandemic was not entirely optimal. Further research should complement and refine the picture of the Slovak media at the time of the COVID-19 pandemic.

The term “celebrity” is neutral and designates people with both admirable and intimidating histories. The media tend to overlook the moral dimension of celebrities and frame them by their own rules. This study describes the media framing of a toxic celebrity in Slovakia: the controversial businessman Marián Kočner, currently on trial for ordering the murder of investigative journalist Ján Kuciak in 2018. Long before the killing, Kočner had become well-known to the broader public and appeared as exerting influence on political events. The authors have analysed media texts related to Kočner from 1998 to 2017 and identified 12 generalising frames which could be applied to frame any toxic celebrity. These frames have been aptly titled (Chichikov, mafioso, key player, toxic person, tycoon, Black Peter, Richman, spin doctor, Robin Hood, narcissist, showman, innovator), defined and related to the tonality of the texts (positive, negative, neutral) and to the timeline of Kočner’s media image. The study refers to the only gradually increasing negativity of his media framing along with the overall weak sensitivity of the media to his moral character and highlights the difference between serious and tabloid media, with the framing in the latter focused on luxury and gossip reporting.

Disclosure of disinformation has attracted increasing attention in recent years. The society recognises that false reports pose a real threat to the credibility of information and, ultimately, to the security of society. On the Internet an active audience is a distributor of media content because they are convinced of its truth, and in the online environment they find it in other people. Therefore, the audience seems to be an active amplifier of disinformation (sharing), and thus explicitly as a creator of (unwanted) web content (sharing and commenting). People’s willingness to share disinformation is linked to people’s similar attitudes; it is related to the similarity of faith and to the perception of the message, considered as appropriate and interesting (“I like it”), etc. The term “homogeneity” turns out to be a key term in audience research, and experts speak about a phenomenon that in fact appears to be the main driving force for the dissemination of any content. The aim of the research is to identify and classify the factors that motivate university students to share information on the social networking site Facebook.

This article is focused on the conceptualisation of the methodological foundations of the anthropological dimension of the communicative space of media and communication technologies. This text examines various approaches and concepts with the help of which the problems of new communication technologies, in particular social networking sites and messengers, are currently being investigated. The article emphasises that the research methodology of media communication technologies is based and develops in the dimension of an interdisciplinary strategy, which involves the synthesis of philosophical-anthropological, media-philosophical and socio-philosophical approaches, which enables a complex and multifaceted study of the relationships and mutual influences between media technologies and development of personality and social practices, political and geopolitical processes.

Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.

The study focuses on Bohemian Rhapsody (2018, directed by Bryan Singer, later Dexter Fletcher), the biographical drama that reflects on the extraordinary lives and career patterns of the four members of the rock band Queen, predominantly the band’s frontman, Freddie Mercury. Given the fact that this feature film has changed the way we perceive the economic potential of biopics entirely, we offer an overview of some of the reasons why it was so successful in terms of the globalised film industry. The main objective of the study is to outline the biographical drama’s synergistic tendency in relation to the movie industry and the music business. Acknowledging Bohemian Rhapsody’s unprecedented global success, we work with the assumption that certain biographical dramas can, in fact, become globally popular, partly thanks to the fact that they utilise music as a nostalgia-driven narrative tool making portrayals of musicians deeper and more complex. The assumption is addressed via a theoretical reflection on the given topic and through a qualitative content analysis of the biographical drama Bohemian Rhapsody.

Social media have turned out to be a suitable tool of marketing communication that enables the virtual connection of individual public accounts (profiles) to share information, data and create conditions for the joint implementation of activities. The submitted study focuses on the evaluation of the use of marketing communication in nine selected European national parks. The study analyses data that indicates the level of using social networking sites for presenting the official profiles and websites in the context of building reputation and identity in order to determine to what extent national parks use suitable tools of marketing communication and what are its possibilities and limitations. Marketing communication was examined using the rhetorical and descriptive analysis of text, which enabled performing a content analysis focused on three main parts: Pathos, Ethos and Logos. Within the descriptive analysis, another part of the research dealt with communication focused on the issue of education, environmental protection and business activities in the area of tourism. A new formula for calculating Social Media Effectiveness was proposed, calculated at a global level. Based on the results obtained, Plitvice Lakes National Park was rated the best, while the results in terms of marketing communication were recorded in the case of the Swiss national park, National Park Saechsische Schweiz. The main barrier to marketing communication is the reluctance to use English as the main language of communication and in the case of the Facebook platform, a higher number of posts. The results also showed that good marketing communication has an impact on the number of visitors to national parks and the right combination of published posts influences the behaviour of national park visitors. Furthermore, we confirmed the influence of communication on the possibility to educate especially the younger generation through media platforms, which is a positive finding.

The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.