I managed to accomplish unexpected success in the media with a mocking entry from cover material in the latest "Newsweek". In this material, Żakowski, Wielowieyska and Morozowski announce the will to fight a written attack on the media, and they do so tragically unsuccessfully, that in Nowogrodzka they had to conflict all day.
In capitalism, media is spoken in 2 ways. One, classical corporate, sounds like it's a business like all the others, has to make money, shareholders should be happy, money has to agree.
This is how the media justify themselves erstwhile they take ads from Amber Gold or motivational speakers from "negotiable with polyps," give the authorial program to charlatan from treating diseases with "left-handed vitamin C", analyse Doda's panties, advance racism, obscurantism, sexism and authoritarian attitudes (yes, there will be examples for all this).
And there's another way – the advanced diapason. Media as guardians of truth, defenders of the oppressed, comforters of the troubled, mission missionaries, vocation catchers. We hit the another 1 erstwhile someone's trying to make us cuckoo, like the PiS.
The problem is, these 2 ways are incompatible. 1 to choose.
Corporate media in Poland has long chosen the first one. So, the another 1 will sound empty, false, like a piano key that lost a string. Like this cover interview in Newsweek.
Corporate media in the 3RP had plenty of opportunities to show the public that we were needed for something. That we see more in recipients than reaching out to advertisers and sales targets to achieve.
We could have developed a code of good practice, according to which, for example, we would not have taken ads from financial pyramids, regardless of money. We could have sided with doctors, teachers, or tenants who were released to the street.
We didn't. We wasted quite a few large opportunities to take up the position and quite a few even better to sit quietly. I do not want to check out what was on the front pages of the newspapers, erstwhile Jolanta Brzeska committed “suicide” by taking herself into the forest and setting herself on fire.
As I know corporate media, there were any stories about cool Poles, about successful people, those who managed to change their credit and take a job, so that together with the president, they could manifest joy in eagle-male. We always preferred to compose about successful people, due to the fact that Jolanta Brzeska is simply a bad subject and a bad target.
As a result, we have established a common association that the media are on the side of those who are enjoying rising GDP – not those who feel the accompanying decrease in the share of wages in GDP. On the side of innovative businessmen, like Mazgaj or Brzoska, not on the side of their workers who landed on the ice, without pay.
We can protest that this association is unfair. Niesety, an image failure cannot be repaired with a foot.
I compose “we”, although I have been on the another side. I've never played a decision-making role. I wasn't the 1 who invented the eagle-male, I wasn't the 1 who was slowing down, I wasn't the 1 who was hiring, I wasn't the 1 who was setting the line, I wasn't the 1 who was paying the bonus for good results.
But I know it doesn't matter. In pop culture, we have known this for a long time as “the tragedy of plumbers on the Death Star”. It can shout “it is not me, it is Tarkin”, it will be precisely the same as tapping with a foot.
Do I have any advice for the media? As for Jack Żakowski, who in this interview declares that erstwhile his Duck takes his place of work, he will live from “fidding and twitting”.
Social media is hard to live off, which is why I don't coin them. But this is to be done and in classes at Collegium Civitas I besides discuss the issue of monetization with students.
I tell them that if they see themselves in 5 years' time as the next Red Lipstick Monster, they gotta start building coverage now.
It takes years to build a scope (unless individual has a rich uncle to buy it for him – but let's skip specified scenarios for simplicity). The same is actual of our industry.
Maybe 1 day we will rebuild social trust – but it will last for years. It took e.g. a fewer years ago the ideamakers (today it is no longer known who it was – no 1 wants to admit it) the eagle-male tell them to fall, due to the fact that it is simply a disgrace.
Another wasted chance to keep quiet. As Coach Piechnik utilized to say, wasted opportunities take revenge.
