"old media"
in "new media" era

Despite the creation and appearance of new forms of media, the so-called “old media” – such as printed and broadcast media - still play a crucial role and it is hard to imagine that they could disappear one day. Future Exploration, a company specializing in drawing up marketing strategies, published in 2011 a report stating when traditional newspapers will go “extinct” in the countries around the world. 2025 is predicted to be the last year of Polish newspapers. However, media researchers seem to agree that total annihilation of traditional media is very unlikely to happen. Yet, undoubtedly, they must adapt to the new reality which is strongly influenced by the World Wide Web. Just like when television appeared, radio had to go through a process of significant transformation. Now all the media face a new challenge – adapt to new reality, find your own niche or be condemned to marginalization. The adaptation of the “old media” to new Internet conditions is an ongoing process and the changes are very important because we experience the existence of media that mix and merge into each other, the creation of hybrid media, and the blurring of borders among different types of media. Metamorphosis is happening on many levels and it brings us, as researchers, to rethink issues as the selection of technological platforms, the media content production and its management, the methods of audience reception, and, last but not least, the participation and role of receivers in the creation of media.

Extremely fascinating, and not yet researched sufficiently, seems to be the question of strategy and tools used by the “old media” in the new media reality. Our conference is dedicated to discuss this problem. We would like to invite both - those who want to present theoretical reflections about the issues mentioned above and the authors of studies who are willing to analyse specific examples of media metamorphosis influenced by new technologies and new media.

The themes of the conference include, but are not limited to:

- clash of titans or peaceful coexistence: old and new media approaches to message transmission
- case studies of media metamorphosis influenced by the new technologies
- strategies and tools used by the old media in new media reality
- participation and role of receivers in creation of media
- changes in media culture>
- prognosis for the future of old media

The discussion will be divided into subsections concerning specific types of media for both printed and broadcast media (as press, radio, television, film and books). Beside the presentations we plan to organize panels, where participants could engage in discussions about potential cooperation among individuals researching the same subjects or the creation of common study groups. This will be a time to exchange experiences, to consult one another, and to discuss scientific problems encountered during research, and so on.