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SUMMARY

Katarzyna C i r a: FOREIGN PRESS HOLDINGS DEVELOPMENT STRATEGIES ON THE POLISH REGIONAL DAILIES MARKET

Only few ycars wcrc necded by Norwcgian group Orkla Media and German — Verlagsgrup-pc Passau forcreating big media empires on the Polish regional dailies market. The authoress tries to cxplain the mystery of success of the foreign media groups through analyzing their dcvelop-ment strategies. Her considerations consist of two independent parts. The first one is devotcd to market strategies ( „product — market'’, „price — quality”, market segmcntation, geographical expansion), the seeond (separate article in the next issue of ZP) — to competition strategies. Describing strategie achievemcnts of analyzcd foreign companies she also makes an attempt to estimate the utility of typical strategies classifications patterns for media sector. (Author’s sum-mary)

Katarzyna B uezak-Sawczy ńska: THE PRESIDENTIAL DEBATE: BETWEEN AN AGON AND A DIALOGUE

The presidential debatę can be studied as a single event during a political campaign and analyzed from the pcrspective of the political context in which it occurs. The debate text itself can also be an object of analyses. The article is devoted mainly to presidential debates as political campaign evcnts. The author presents American definitions and research methods and endeavors to analyze the 1995 Polish presidential debates using those conceptions. She suggests that the debate places itself on the continuum between an agon, the ancicnt Greek oratorical contest, and a dialogue. Due to the format, the panelists' attitudes, and candidates’ behaviour, the Polish debates of 1995 borę a very close resemblance an agon rather than a dialogue. (Author's su mm ary)

Jarosław Grzybczak: SOCIAL FEELINGS AND ELECTORAL PREFERENCES IN POLAND AT THE END OF 1999

The rcsults of the national reprcsentative opinion poił, carried on by the Press Research Centre in December 1999 have indicatcd that ecjually factors other than materiał ones influence social feelings (fcars and hopes) of Poles. Thcse include events happening on the political sccne. The State of social feelings (hopes for an improvement in the situation) in Poland are here largely connected with the individuals and political groupings in power. New primc ministers, political groupings or ruling coalitions can always count initially on fairly large support and ’loaned’ social trust; latcr, however, the absence of the anticipated quick improvement or unpopular decisions lead to a fast fali off in the credibility of those ruling and the loss of social support for them.

Towards the end of 1999 almost all (cxcept for the president) State political organs failed to enjoy the support of Polish society, while answers to the question concerning electoral preference eleared showed that those political groupings and individuals associatcd with the current ruling coalition do not have much chance of success in the clection contest.