The purpose and methods of shaping the image of local media on the example of the media market in Oława

Abstract

The article describes the topic of image creation, its methods and goals in the field of local media. The characteristics of local media markets are explored. The media market in Oława, a town situated 30 km away from Wrocław, where a study was conducted, is given as an example of a local media market. The theoretical part is concerned with the most important issues connected with the image creation of a company, its brand, and consumer awareness in the context of local media. In the description of the practical part, the results of the study of the local media recipients in Oława are presented. The analysis of the results takes into account the aspects described in the previous chapter. The aim of this analysis is to trace the non-standard behaviours of local media consumers.