A. Kalisz, E. Tyc (red.), "Dyskurs autopromocyjny dawniej i dziś." T. 2 (S. 31-41). Katowice : Wydawnictwo Uniwersytetu Śląskiego
The article covers the reflection on the creation of the image of celebrities in the mass media
from a historical perspective — before the so-called culture of transparency — and from the perspective
of the current state of affairs — during the time of the prevalence and exhibition of the
private content and the multiplicity of choices and the enormous amount of information coming
from mass media. The article discusses the issue of cultural changes and the characteristics of
a “culture of exposing” where self-presentation techniques often take the form of media exhibitionism.
Special attention is devoted the practical techniques of image-creation of media personalities,
where two processes are compared: the creation of the image of a celebrity by himself or herself
(self-creation of the image) and the creation of the image by the media (the media image).