Martin Durko

Martin Durko

  • The University of Ss. Cyril and Methodius
  • Faculty of mass media communication
Participant in 2015
Work history ...
Study history The University of Ss. Cyril and Methodius, 2014 - 2017 (PhD)

National Taiwan University, Taiwan, 2011 - 2014
Master Business Administration

College of management, Bratislava, Slovakia 2008-2011

Phd Projects


Tools and methods of media manipulation

Our research, in its first part, belongs primarily to the category of basic theoretical research which aims to address an elusive issue of media effects. Media research has moved from naive opinions that media determine human behavior to a more realistic understanding of their conflicting and unpredictable influence over people’s thinking and behavior. However, the overall influence of media in our lives still justifies the need to identify and categorize applied tools and methods of media manipulation in modern society. Ideally, we could study and explain them under a comprehensive theory of social communication which would serve as a framework for further inquiry. Formulating such a theory is the main objective of our research. We decided to analyze available theories and models of communication; through their synthesis and combination with research in cognitive psychology and neurobiology we will try to explain the issue of media effect in any social setting. The cognitive and neurobiological reality of communication is identical for all members of humanity without significant differences caused by nationality, race, or cultural background. It includes three basic stages of human cognition: 1) Perception, 2) Computation, and 3) Representation which further determine human behavior, communication and individual identity.
Our understanding of a medium (sign) is broader than just seeing it only as a part of human language systems because communication can be found among all other living organisms in nature. All known forms of communication which do not belong to human language systems are expressed through locomotion, sounds, or by a vast array of biochemical means and they are also still being fully utilized by humans. We learned that it is necessary to extend the standard Laswell's basic communication model characterized by timeless questions such as, “Who says what, in what channel, to whom and with what effect?”. Our model for social communication suggests that, in most cases, it is not so important who says it, what is being said, or through which channel, but the emphasis should be placed on the missing element of Lasswell's model. It is the critical essence of why it is being said to the specific individual or target group. Whose utility is being maintained or improved in the process? We claim that any communication is always performed with an intent to create, maintain, or improve a utility for the communicator.
Second part of the research will test the theoretical assumptions of suggested Theory of social communication in specially designed separate case studies. Each of them is planned to begin with collecting qualitative and quantitative data through questionnaires and continue with training of cognitive skills which, as assumed, should provide a necessary help when resisting to generally applied tools and methods of media manipulation.

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