The sender in media broadcasts of Polsat Sport – structure, functions, strategies

Abstract

The research subject in this article is the broadcasts of Polsat Sport (aired on TV and the internet). The aim of the inquiry was to identify the ways of existence and manifestation of the globally conceived sender using the method of media text analysis. This category is formed by various sub-senders representing the institutional sender. Their structure and functions are correlated with the type of broadcast. Despite the limited and varied possibilities of contact with the audience in a given type of text, the stance of the institutional sender remains unchanged in both media units. It is focused on implementing the strategies of self-promotion and building brand prestige by subordinating all other functions to this goal. At the same time, it strives to create a specific bond with the collective audience and also, indirectly, interactions between its representatives. The sender, in contact with the user, demonstrates knowledge of their expectations and confirms this with the appropriate selection of ways to depict reality and the quality of the transmitted content. In television broadcasts, it ensures that the camera captures the most significant moments of sports contests. In commentary, not only does it discuss visible situations but also expands the viewer's knowledge and provides them with an appropriate dose of emotions. On the polsatsport.pl website, the sender subordinates the broadcast to such categories as news and importance of ensuring a clickbait structure of tiles. The long-standing experience as a media entity and consistency in fulfilling its assigned roles contribute to the special position of the analyzed sender among a multitude of recipients.