Prawda, postprawda, fałsz – konteksty medialnych kryzysów wizerunkowych na przykładzie kampanii promocyjnej i reklamowej filmu pt. "Botoks"

Abstract

The analysis of the tactics employed in the media (mainly social media) in the context of mechanisms of information flow on the Internet at the time when attention and perception are lacking, description of the roles of the parties participating in the crisis and the evaluation of the overall strategy adopted by the author and distributor of the movie titled Botox, as well as the description and analysis of the reaction displayed by a professional journalist and one of the Internet websites, along with the results of the actions taken – all of the above constitute the subject matter of this study. The authors is trying to draw attention to the points instances of a breach of certain standards for the relationship between public relations and the media, and to indicate the role of the media as regards the mission of professional journalism.

Keywords

• kryzys
• media społecznościowe
• postprawda
• prawda
• public relations
• reklama
• ethics
• crisis
• social media
• post-truth
• truth
• advertising