Aksjologia daru w komunikacji

While seeking foundations of the media communication, the category of ”personal gift” cannot be neglected. The ethics of media can fulfil its role only if it can notice and protect in the process of media communication the essential feature of the latter, i.e. personal endowment. Viewing media communication from the endowment perspective becomes even more crucial in the context of the processes of commercialisation, instrumentalisation and manipulation, which take place in the sphere of media. At the base of the personalistic character of communication there is experience of the human being participating in the endowment process in compliance with the scheme: “I – media – you”. This endowment somehow “overlaps” and identifies itself with value communication. The multidimensional character of the personal gift enters the subjectivity of “the other” human being so that it leads not only to the affirmation thereof, but also to a genuine “experiencing of the other human being as myself”. The personal endowment is and should be a communicative experiencing of good, owing to which media communication becomes admirabile commercium, a genuine exchange and communication of values. The communication via media of an endowed person is a manifestation of the human rationality. It has its origin in a transcendence of a person in action, which is so thoroughly exposed in K. Wojtyła’s works. Consequently, while rejecting altogether the principle of a total commercialisation of media, it is assumed in the present work that media communication has a human dimension inasmuch as it takes into account, apart from economic factors, the principles of disinterestedness, reciprocity, universality and affirmation of good.