Megatrends & Media

Faculty of Mass Media Communication UCM in Trnava invites you to scientific conference with international participation focused on

22.-23.MARCH 2011

SMOLENICE CASTLE

Media and Art

New Discourses of Media Studies

Media and Politics

Limits of Media Internet

Challenges and Problems of on-line Marketingmarketing

The first decade of the new millennium has confirmed the set dominant trends in the area of media impact: the progressing process of media commercialization, new treatment of media production, destruction of the dual system, expansion of audio-visual media based on digitalization, massive diversification of economically strong media subjects production, their implantation in the framework of Internet communication, inescapable computerisation of production, softwarisation of distribution and program offer as well as of individual service via satellite cable digital paths including Internet networks, etc.

The beginning of the second decade of the third century might be titled as a symbolic milestone in affirmation of the set megatrends both in the area of media scope and in broader or narrow social, political, economic and cultural context. Media offer new challenges in the field of technical and technological possibilities, creative processes or diverse production and by doing this they significantly influence the status quo of all spheres including individual experience and evaluation of the reality by the recipients.

Megatrends & meDia

The aim of the international conference “Megatrends and Media” is to reveal, denote, define, analyze and evaluate the causes, consequences and tendencies of these phenomena and to create space where to look for answers in the framework of used media practice and procedures, research basis of the task and its theoretical reflexion. At the same time it offers the chance to come up with new questions regarding production, distribution, interactive relations between media and recipients as well as the overlaps of marketing techniques with journalistic and media production, or with stronger globalisation, glocalisation and transculturation of media and media production.

In 2011 we celebrate the 100-year birth anniversary of Marshall McLuhan, Canadian media and telecommunication visionary. We take this opportunity to organize a workshop “McLuhan and New Media” at our conference in order to examine, re-evaluate and celebrate the influence of McLuhan´s ideas on European art and culture. The event will complete the international net titled “McLuhan in Europe 2011”. The workshop is guaranteed by Professor Roberto Muffoletto, MFA, PhD. - Appalachian State University, USA, the director of the VASA project.

Deadline for applications with annotation of the paper: 28 February 2011 via electronic application form on the Internet.

The application is accessible at the web site of FMK UCM at http://fmk.ucm.sk/. To fill in and send the application form you can go directly to http://tiny.cc/MMSmolenice2011

In case you need assistance with filling in the application form, do not hesitate to contact us using the contact address given. No application will be accepted after 28 February 2011.

Deadline for the papers is 14 March 2011 (the latest) Your paper in Slovak, Czech or English language, 20 pages maximum including the abstracts, key words (it is necessary to provide us with abstract and key words in two languages – mother tongue and English), illustrations, charts and list of biography should be sent in text editor MS Word by the date mentioned above to the e-mail address: konferencia.smolenice@gmail.com

Please, use the pre-set template to write your papers (accessible at web site), it will help us with the final arrangement of papers collection.

The papers of Ph.D. students must be sent together with the dissertation thesis super-visor´s review or another expert in particular area. The scientific review must be written in the pre-set template of the review report. Without it the paper will not be accepted.

Conference FeeConference fee - 60 € includes the costs for conference organization, location tenancy fee, refreshment, preparation, print and publication of the reviewed papers collection. The fee doe not include costs for accommodation and lunch (look on the web site for more information). You can pay the fee directly (in cash) at the conference. (If this is not possible, please, contact us via the conference e-mail address).

AttentionWe dare to inform the conference participants that the annotations of your papers will be reviewed and evaluated by the scientific and organization committee of the conference. In case the annotation does not match the given criteria of scientific level and propriety for scientific conferences of this type, your application will be sent back to you as non-satisfactory. The authors themselves are also responsible for the translation of abstract and key words into English.

We are looking forward to our cooperation and seeing you.

Conference secretariateMgr. et Mgr. Martin Solík Mgr. Juliána Laluhová

Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda v TrnaveNám. J. Herdu 2917 01 Trnava

konferencia.smolenice@gmail.com

Section 1: New discourses of Media Studies

Guarantees: PhDr. Jaromír Volek, Ph.D. and PhDr. Alexander Plencner, PhD.

During the last quarter of the previous century, the theory of media has been increasingly subjected to a new information system and classification. A characteristic feature for this information system is a clear boundary between human and technical nature, and between culture and technology. Instead, we meet with an immanent sphere of elements in the network: human and technical, cultural and material that had been taken of social systems (Castells, 1996; Lash, 2002), so that they could subsequently take a different form. Isolated are not only human forms of life. Here, elimination of transcendental space occurs depending on the speed through which we enter to the structures “in the net”.

The critical theory of media thus faces a demanding task – to reveal the structures in the situation when nobody dominates, nothing is dominating, and no basis for the principle to be liberated from domination exists. A discourse of media studies, in this situation, is constantly confronted with appeals how to define a new research perspective. We cannot search only for a new “label” for old contents. Therefore, we want to speak about new inspirations in the research of media, and to deal with the problems of a contemporary concept.

A key question is: where the old research model ends, and a new one begins; when new media become the old ones? Is the Internet still a new medium or it has become so old that a new perspective should be found? A question might be as well: Was / has been the Internet a medium so a radically new type of communication that can be strictly separated from secondary and tertiary types of media? Do the new ICT represent a real theoretical and methodological challenge, or it is “ only” a product of continual development of the industrial society, that is, an extension of the old industrial capitalistic principles?

That is the reason we would like to discuss a wide spectrum of topics connected with limits and possibilities of research of new/old media; media convergence, interactivity, domestication of new ICT technologies, and

a change of a new public users´ behaviour in the space where it is not possible to prevent a false reality, but to hide that a reality is not a reality any more, so that a principle of reality could be preserved (Baudrillard).

Section 2: Media and Politics

Guaranties: doc. PhDr. Hana Pravdová, PhD. and doc. PhD. Jiří Bystřický, PhD.

Relations among media, political power and civil society are priority themes in the research of mass media studies. They generate a range of controversial phenomena – fact and symbolic power of mediocracy, political and corporative censorship in media, manipulative strategies and practices in media, synchronisation of the agenda of political parties and the media, etc.

The Section Media and Politics is aimed at revealing of the reasons and consequences of these phenomena, and at the same time, to search for to the answers connected to the topics: How the current outcomes and trends of mutual impacts of media and politics are reflected in research and theoretical concepts? Do media still have a control function in society? Are they “watch dogs of democracy” or “are they watch dogs of political or other´s interests? Is the political situation in media reflected as an objective status of reality or a projected fiction proposed by mediocracy?

The section – Media and Politics gives space not only for answers to the mentioned questions, but for raising other questions related to the topic, and answers to them.

Section 3: Limits of Media Internet Communication

Guaranties: doc. PaedDr. Eva Poláková, PhD. and prof. PhD. Slavomír Gálik, PhD.

The papers should contribute to identification of social changes (positive and negative) that have occurred during the last 5 years as a result of active use of media electronic communication. They should discuss possible reasons and consequences of personal changes, mainly in recipients (14 – 17 and 18 – 24 year-old) that are supposed to be most influenced as far as cognitive, value and social spheres are concerned.

Section 4: Challenges and Problems of On-line Marketing

Guaranties: prof. PhD. Dušan Pavlů, CSc. and Dr. Vladimír Burčík, PhD.

The Internet came into our lives as a tidal wave that swept away and collapsed so far experienced knowledge and habits, and at the same time, it opened new horizons. The way to the new horizons was, and still has been, marked by a fascinating speed, immediate operational change, static and dynamic image, a possibility to animate and use stories, apply particular messages or campaigns and to play with a product placement. On the one side, one can be fascinated by a virtual world, on the other side he/she is threatened by operating blindness.

The section might be enriched by any innovative contributions that would deal with this new phenomenon aimed at finding effective forms of application and use that this new medium provides: in advertising, PR, sales promotion and direct marketing. A special attention will be paid to papers dealing with on-line marketing connected to creation of web-sites, banners, working with browsers, internet shopping, internet auctions, and the role of the Internet in virtual space, using social networks, internet games aimed at marketing, corporate blogs, etc.

Scientific committee

PhDr. Dana Petranová, PhD. doc. PhDr. Slavomír Magál, CSc. doc. Ing. Jozef Matúš, CSc. prof. Małgorzata Łuszczak (PL) prof. PhDr. Miloš Mistrík, DrSc. prof. Roberto Muffoletto, MFA, PhD. (USA) prof. PhDr. Dušan Pavlů, CSc. (CZ) prof. PhDr. Peter Rónai, akad. mal. prof. Dr. hab. Dariusz Rott (PL) doc. PhDr. Jiří Bystřický, PhD. (CZ) doc. PaedDr. Eva Poláková, PhD. doc. PhDr. Hana Pravdová, PhD. Dr. jur. Peter Brück , PhD., M.A (AT) PhDr. Jaromír Volek, PhD. (CZ)

* graphic design (using details from posters promoting the “Everything Ages Fast. Update.” campaing by Moma Propaganda agency)

Organization and programme committee

Mgr. et Mgr. Martin Solík Mgr. Juliána Laluhová PaedDr. Eva Henčeková, PhD. PhDr. Zlata Zelenská, PhD. Mgr. Mária Moravčíková, PhD. Mgr. Lucia Jelčová Mgr. Michal Kabát * Mgr. Martin Kudláč Mgr. Lucia Škrivánková Mgr. Veronika Pizano Mgr. Eva Vicenová

The section will be particularly interested in constructive remarks that are really familiar with effectiveness of on-line marketing activities, and able to prove the possible limits of this new kind of marketing communication.

Section 5: Media and Art

Guaranties: prof. PhDr. Miloš Mistrík, DrSc.

Media – both print and electronic – apart from their function to inform have always been a place for implementation and propagation of art production. It is mainly the radio and television broadcasting where the art programs represent a big segment. Nowadays we can not imagine this area without the process of creating and transmitting the artistic works via media, might it be the mediation of classic forms of art (fine art, visual art, music, literature, etc.) or new forms created in the direct connection to technological and communication media framework (video art, Internet imagery, virtual reality, etc.).

The chapter Media and Art has many variations and keeps on presenting new impulses and new forms. Art, also thanks to media, is a permanently developing sphere of human activity and on the other hand art in media helps to develop and supports also their own function - to inform.