Medialny obraz związków partnerskich w polskich kampaniach społecznych w latach 2004–2013

Abstract

Partnerships and their status are the subject of public debate, which have begun in Western Europe a few years ago and recently came also to Poland. The topics of discussion are legal, economic and social solutions (including inheritance and adoption of children) and mostly the goal of this debates is to establish equal rights of marriage and domestic partnership. Supporters of same-sex marriage and domestic partnerships are demanding equal and free functioning in the social space, at the same time alleging discrimination by the Polish legislation, institutions of government and also the so-called majority of the public. Social campaigns on domestic partnerships (and homosexual relationships) are an attempt to break down stereotypes and cultural taboos that were build over the years around these topics. The aim of this paper is the study of Polish social advertisements seeking the answer to, what styles of rhetoric and visual techniques are mostly used to highlight the problem of partnerships’ discrimination and to generate new social approach in the common mind of Polish society.