TABLOIDIZATION PROCESSES OF MEDIA AND POLITICAL SCENE.

The author deals with the issue of stronger tabloidization of the so-called quality media and political scene in post-millennial years. She points to the acceptance of tabloidization processes in conditions of late modern societies and in the chaos of postmodern cultures. She presents and illuminates the processes that determine formation of the mental atmosphere in the first and second decades of the new millennium. According to her, these are in particular creation of a new cultural logic and a change of media logic. New cultural logic is formed under the influence of a dramatic expansion of the cultural industry and popular cultural forms, when the boundaries between high, mass or commercial cultures disappear. Media logic reproduces the developmental trends in the field of commercial popular culture and mental settings of socioculture. It establishes a set of rules, procedures and standards that comply with the possibilities and interests of media subjects. The tendency for the changes of both processes could be observed in the last two decades of the twentieth century. However, in the new century it is possible to clearly and fully identify their consequences in the communication practices of the so-called quality media subjects, as well as in the field of communication between political subjects and public. The author describes and analyses selected communication situations that can define the main features of the tabloidization process of the so-called quality media. At the same time, she also defines the most commonly used strategies and tactics of media players to reach out to their target audiences. In their context, she also analyses tabloidization processes of political subjects. In the paper the author states that the processes of tabloidization of media and political scene are two interrelated and conditioned phenomena. With them media pursue their commercial interests, including increasing media market share and political subjects attracting attention of media and the public. [ABSTRACT FROM AUTHOR]