The political environment of the media market in 2022, Poland

Online petitions, engagement in Facebook groups, agitation on Twitter, and activism on Instagram – these are the realities of politics in the era of social media. An example of this is the Polish party Konfederacja, which is popular among young men and promotes traditional values, supports Putin, and criticizes the EU. On the other hand, we observe the concept of "slacktivism," which refers to superficial engagement, such as changing profile pictures, that can contribute to the spread of political messages but also poses a risk to political discourse as it may undermine genuine involvement. 

The most captivating political events that have caught the attention of Polish media include: Jacek Kurski, the President of TVP (a state-owned television), being reassigned by his party PiS to the World Bank; uncertainty surrounding the extension of licenses for independent media; the proposal, starting in 2023, for deputy editors-in-chief of major news portals to be appointed by the ruling party (government officials) to ensure internal security against the dangers posed by Putin's Russia. 

Additionally, it is worth noting that there are significant state-owned companies in terms of market capitalization and trading on the Warsaw Stock Exchange (GPW), and these companies continue to advertise in media outlets supportive of the government.

Local governments have also started publishing free press in large quantities and selling advertisements, making it difficult for existing private titles to survive. This press exclusively writes in superlatives about the actions of local governments, limiting the local media's ability to act as the fourth estate and hold local politicians accountable.

Until the end of 2022, journalists were not allowed to be within 200 meters of the border line with Belarus. A state of emergency was imposed at the border due to the migration crisis caused by the pro-Russian government of Belarus, which was pushing refugees towards the border.

Published: September 25, 2023

WERONIKA SZWARC-BRONIKOWSKA
VICE PRESIDENT | MEDIA PEOPLE
MEDIA EXPERT, ENTREPRENEUR, LECTURER AT UNIVERSITY SWPS, SENIOR MEMBER OF PROGRAM BOARD IN THE INTEGRATED MARKETING FORUM (FMZ).
weronika.szwarc-bronikowska@wecan.net
Working in the media industry since 1997. From January 2017, Co-Founder and Vice-President of Media People. After one year of operation, Media People became the highest-rated independent media house in Poland in “The report of best advertising agencies and media houses” made by Media & Marketing Polska magazine and the winner of the "Debut of the year 2018" award by Panorama Raport, press magazine. In 2021, Media People became finalist of a competition for the best company in Poland held by the Center for Entrepreneurship of the Management Department, managed by graduates of the University of Warsaw. In the past, she worked on the side of the largest publishers (Agora, Prószyński, ZPR). Since 2005, she has been running her own companies. In 2017, she was chosen to be one of two Polish participants of the local “She's Mercedes” campaign featuring inspiring woman in marketing business in different parts of the world.

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The political environment of the media market in 2022, Poland

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