social impact

Businesses, particularly those operating in Ukraine and Russia directly, have faced significant disruption with the beginning of a full-scale invasion in Ukraine. Some have utilized this crisis as an opportunity to adapt, innovate, and prioritize helping over profitability. Such actions, while bold and cost-intensive, demonstrate a shift toward social responsibility in times of crises. This study explores how platforms can simultaneously support societal well-being and achieve long-term benefits for themselves when faced with high-magnitude crises. 

The purpose of presented study is to discuss chosen theories, mechanisms and tools of social impact, understood as a process that allows influencing individuals and groups, in reference to Polish political discourse. The issue of effectiveness of media content on the recipient, defined as achieving results expected by the sender (such as changes in behaviour, attitudes etc.) is still current and worth being analysed.