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Preface
Thevolumeisthesecondpartofacollectionofarticlesdevotedtothe
issuesofsocialmedia–aphenomenonofthecontemporaryparticipatory
culture.Thetextscomprisingthisvolumeexaminethesocialmediaissues
fromasocial,cultural,andpublicrelationsperspectives,whichprovides
acontinuationofthefirstvolume.Theauthorshavemadeanattemptto
studysocialmediabothinmacroandmicroscale,withattentionpaidto
theuseofsocialmediaincommunicationincontemporarysociety.
TheopeningarticlebyEwaGębickadealswiththeroleofsocialme-
diaintheprocessoffilmandTVseriespromotion.Theauthorfocuseson
thepotentialofviralmarketing,whosebenefitsaccruefromsocialnet-
workingservices.ItistheInternetthatcreatestremendousopportunities
toenhanceentirelynewqualityandroomforcommunicationwithview-
ers.HenceinteractiveformsoffilmandTVseriespromotionarebecom-
ingmoreandmorepopularthesedays.Theauthoralsopointstotheway
socialmediaarepertinenttoadvertisingcampaigns,thatis,aphenome-
nonofcrowdfunding.
ThesubsequentarticleconcernsFacebookanditsroleinthecontem-
poraryworldofsocialcommunication.KatarzynaForstexplainstheprin-
ciplesgoverningthissocialserviceaswellasopportunitiesanddangers
thatitsusersmayface.TheInternet,whichhasalreadypermeatednearly
allspheresofcontemporarylife,isanessentialcommunicationtool,espe-
ciallyamongyoungpeople.TheInternetisthesourceofrecentnewsand
socialmediaarebecomingitsmoreandmoreimportantsource.
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