Przywództwo dyskursywne w warunkach kultury masowej. Elity symboliczne i tabloidy w sporach o prawomocność przekonań

In a society permeated by mass culture, the process of taking control by the representatives of the symbolic elite - those who are considered to be authorities of the beliefs legitimacy, is connected with concept of redefinition of the „factual participation” of the elites in social communication. One can specify several conditions that increase the chance that the symbolic elite will exercise discursive leadership on any subject given the following: 1) a break with the bourgeois tradition of boycotting the „gutter press” by „enligh-tened citizens”; 2) the formulation of simple content enriched by easily understandable elements of professional knowledge; 3) speaking out on issues, currently absorbing the public opinion; 4) the initiation of the rhetoric of anxiety (including the rhetoric of fear, that adversaries are inciting the unwarranted anxiety); 5) the practice of secret tabloid politics - placing statements in the arena of social networks, checking the responses of Internet users and modifying one's statements in order to reduce the number of critical comments; 6) compliance with the political principle of „limited conformism” against the rhetoric of mass culture, since openly rude criticism of the opponents, evokes social stigma.