Dorota Masłowska : transmedialny projekt osobowościowy

The article attempts to reconstruct Dorota Masłowska’s media biography and to analyse socio-cultural dimension of her artistic existence. It claims that at some point of her career Masłowska ceased to be just an author or a character from her text and began to function in cultural dimension as a brand rooted in the social imaginary. The article presents the birth and transformation of Masłowska’s brand’s virtual identity which gets updated not only in her texts but also in her extensive public activity. The brand is not synonymous with the image or the writer’s self-creation, the author is not entirely responsible for it. It is rather the result of skirmishes and negotiations, in which the author - apart from the audience, literary critics, media reports and unpredictable trajectory of ever-changing meanings in circulation culture - is merely one of the playmakers.