The emergence of (auto)image in the framework of media biography and technology development
The article deals with the phenomenon of “shifting baselines” in the field of media reality, looking exemplary at the process of the emergence of image concerning persons working in science. Due to the dynamic change of the structure of media offers and media technology in the last decades, manners of researching and finding information have been changing for a long time. In a broader (but the same) framework, change concerns also media biographies — the apparently individual CV concerning the moment of first contact, knowledge about, ways of use and attitudes to media offers and media technology, that (this CV) is however interdependent with the belonging to a certain generation. The described development has an effect on the process of construction/emergence of social-communicational reality, world views and other — we are dealing with the phenomenon of “shifting baselines” — the changing of fundamental ideas that build the basis for observing the world from the point of view of the individual. The text looks into those issues by means of an exemplary analysis of empiric material, showing a certain problem that deserves further and broader investigation.