Philology for Media – courses

Media Communication (General courses 1)

Language of Advertising

The Language of Advertising course consists of the compositional analysis of advertising practice. During the course its participants practice a discourse which incorporates philological skills in the context of the analysis of multi-code persuasive content. As a result one obtains a typology that generalizes main compositional situations in advertising. Course participants practice so called applied Polish Studies treating philological approach as one of the perspectives in the analysis of advertising. In this kind of analysis advertising is treated as any other content of popular culture. Course participants will acquire skills very useful in the advertising industry.

Class taught by: Piotr Lehr-Spławiński

Language in the Media

During the class students have the opportunity to discuss selected topics related to the topic of the media language – not only from the linguistic perspective, but also psychological and in the context of media studies. The course is primarily aimed at raising awareness about human participation in the all-encompassing mediatization of life and equips students with basic tools indispensable for critical reception of diverse media content. The discussion focuses on issues such as: the psychological aspects of media reception (to what extent modern man is a mediated unit; how digital immigrants can find a common language with digital natives; what are media competencies?); Media genology (how to recognize and interpret new media genres?); persuasion and manipulation (how media influence the audience?, how the media create media images of the world?); variations and styles of Polish language used in the media (how the media influence the communication behavior of their recipients?, how the communication behavior of the audience affects the media?).

Class taught by: Magdalena Trysińska

The Language of Film

The term “language of film” refers to the means of expression of cinema, the ways in which they connect with each other and the system of rules which organize film content.. On the basis of the analysis of examples introduced are basic rules of film production and editing. The knowledge about the film craft is very useful in the creation of all kinds of audiovisual content, as well as in the interpretation of film.

Class taught by: Krzysztof Kopczyński

Copywriter’s Literary Workshop and PR

Course description will appear soon.

Rhetoric in Public Communication

The course is taught as a workshop. Rhetoric is used as a tool for analyzing and constructing texts. We analyze public speeches (important speeches of politicians, artists, and social activists) and create texts that could function in the public space. Students can develop their skills with respect to constructing journalistic content by preparing speeches for famous people and / or their own statements about ideas they would like to promote. Everyone can also check their rhetoric potential by making a self-presentation speech in the video CV format.

Class taught by: Agnieszka Budzyńska-Daca, Ewa Modrzejewska, Agnieszka Szurek


Overview of Media Professions

Film, Television and Radio Market

A modern look at the film takes into account the producer and market perspectives. The film is created within a specific budget, in relation to a specific, intended audience, and is judged by this audience. During the class we learn the basics of film production (financing, production, team building) and distribution.

Class taught by

Advertising Market and PR

The class provides an insight into the functioning of the advertising and PR industries and allow students to explore their potential in the context of possible work in marketing communication. Course participants acquire basic knowledge about modern branding and brand communication, learn about different methods and channels of promoting products, services and institutions and competencies needed in the world of advertising and PR. Students will learn to distinguish key players involved in the marketing communication process and identify their competences and have the opportunity to master the vocabulary used in the industry. In order to pass the class one has to construct a promotion project in accordance with an algorithm provided by the instructor.

Class taught by: Bohdan Pawłowicz

Virtual Market

During the course students learn about the structure and creation of two-dimensional and three-dimensional compositions in real, multimedia and virtual (space-time) spaces. Presented are selected examples of the most important phenomena in the art of electronic and interactive media, examples of the best websites, logos, book poster designs, examples and applications of modern web layouts, and principles of creating a modern brand. Participants learn about the language of visual media and visual communication artifacts. The program includes project and artistic tasks. Students prepare a written work, which presents the knowledge about a phenomenon or an object, concept and ways of carrying out a project, motivations, and inspirations.

Class taught by: Elżbieta Barbara Pawłowska

Critique of Advertising Texts

During the class students practice their interpretation skills analyzing advertisements from the point of view of thematology. Art in the advertising, carnality and taboo are in the center of attention. Critique of Advertising Texts class provides its participants with tools and arguments which can be used in the discussion on the role of art in advertising. The first step of the analysis is the conscious extraction of advertisements from the market context and analyze them with categories characteristic for art or literature criticism. Public service advertising is a very good subject for this kind of analysis.

Class taught by: Piotr Lehr-Spławiński

Negotiation Workshop

This course can help students in the development of their negotiation skills which are required in media-related jobs. The workshop includes the analyses of arguments, training interactions and the writing of negotiation scenarios. Negotiation games allow students to verify their ability to construct arguments when they have to deal with divergent views and interests. Negotiation scenarios are selected in such a way that they correspond to professional internships in the media.

Class taught by: Agnieszka Budzyńska-Daca

Media Horizins (general courses 2)

Introduction to Media Studies

Media studies focuses on a subject which is running away – contemporary media evolve faster than this field of study. During the lecture we use an apparatus of notions applied in media studies, discuss the most important works in this field of study and theories of media evolution. We devote our attention to relevant facts from media history and dedicate our time to discussions on important problems of contemporary Polish media.

Class taught by: Krzysztof Kopczyński, Anna Perzyńska

Literary Contexts of the Internet

The course focuses on different ways in which literature (and culture) can function in the Internet environment. The concepts of liternet and active reception are explained. Students will learn the difference between network literature and literature in the network, will be acquainted with the specificities of literary life taking place on the Internet and learn about basic types of texts which can be found in the Internet environment (inter alia hypertexts, blogs, text-based games, fanfics, mashups and others). The class allows for the exchange of experiences and open discussion on subjects brought up during subsequent meetings.

Class taught by: Anna Perzyńska, Adriana Brenda

Aspects of Press Law

Course description will appear soon.

Media Workshops (a student has to choose one)

Rhetoric and Media Critique

After the classes dedicated to the rhetoric in public communication students take part in the series of workshops in which we put the emphasis on critical thinking, discerning and naming everything that in the contemporary media has the persuasive potential. Students in a creative way analyze selected texts and images; the best works have the chance of being published.

Class taught by: Ewa Modrzejewska

Creative Writing

The Creative Writing workshop familiarizes its participants with this academic discipline. It has its own history (mainly at the American universities) and is regarded as an important academic discipline on both sides of the Atlantic, e.g. in the Great Britain. In Poland it is still regarded as a sign of extravagance. The future of creative writing is in the hands of participants of this course. Participants of this workshop conduct exercises which have been proven in the context of this discipline. They allow them to acquire and develop writing skills indispensable for creating occasional and commercial texts, irrespective of whimsical inspiration. Participants’ own works use the elements of literary forms and genres. The best texts in different categories will – with the consent of their authors – be published.

Class taught by: Piotr Lehr-Spławiński


Class dedicated to practical translation of texts from different kinds of media (press articles, websites, memes, infographics, popular science materials). We usually translate from English to Polish but it is possible to include other language combinations, e.g. from Polish to English. The following topics are discussed during the workshops: errors in translations and ways in which they can be avoided, comparisons of different translations of the same text, framing , perfecting one’s own translations. Workshop’s participants will have to prepare an exercise for each class (e.g. editing of a text, translation, indication of errors); these exercises are discussed during the workshop. Types and topics of the texts are usually very diverse; they include popular science articles, recipes, websites of cultural institutions and jokes. The material is always selected together with class participants in accordance with their needs and interests.

Class taught by: Agnieszka Szurek

Social Media Author

Course description will appear soon.

Overview of Media Professions 2


This course aims at the development of skills that allow to create a positive image of an institution. Students will learn specific skills (information management and proper behavior in crisis situations), as well as how to present the position of a represented institution in the media in order to reach specific addressees and in a proactive and reactive way communicate with society.

Class taught by: M. Karczyński

Media Education Market

Course description will appear soon.

Formation of Public Image

Course description will appear soon.

Vocal Pedagogy

The course prepares its participants for the competent and versatile use of voice. In order to consciously and correctly use the spoken language one has to learn the rules of spoken Polish, as well as various speech techniques and rules responsible for the clear utterance. The phonetic rules – tempo, accent, intonation – are, therefore, a basis for the conscious use of voice in different communicative situations and constitute a part of the general language culture. During the course students learn basic rules of voice production, as well as loud speech. Respiratory, production and relaxation exercises, and exercises calming stage fright constitute a basis. Participants learn also about the correlation between the state of tension and relaxation in the use of voice apparatus. The emphasis is put on the exercises of articulator motor and articulation exercises which shape the habit of clear and aesthetic speech. During the individual work it is possible to correct and eliminate speech defects and any deviation from the canon of the Polish language. Reading aloud journalistic texts and works of literature constitutes an important part of the course.

Class taught by: Jolanta Jaszczuk


What kind of texts can be useful in the production of documentary and feature films? Can their creation be regarded as an art or a craft which can be learned through systematic exercises? What are the rules of public presentations of film projects? During the course we discuss theoretical problems, analyze examples from different genres and create our own proposals.

Class taught by: Krzysztof Kopczyński