Public Polish Radio in the communication and promoting of values – a media management point of view

The focus of the article involves universal values associated with the basis of human existence, the fundamental values underpinning our social morality. The aim of the article is to present the values communicated and promoted by the public radio in Poland as an important element of the media management system. The article discusses the issue of communicating and promoting these values through public radio in Poland. Attention has been paid to the values perceived by listeners of radio programs of Polish Radio. It is particularly interesting to find out to what extent the values which are important in the lives of listeners are continually found in a range of programs and events organised by Polish Radio. The article assumes that the shape of the modern radio depends primarily on the values communicated by the medium, and not only on the program quality. Public radio communicates values and educates towards values. Its work cannot be reduced to the logic of the market. At the outset, the article includes general considerations regarding values in terms of the social sciences. It then presents the issue of the media, especially public radio, in its axiological dimension. Next, a brief characterisation of the radio market in Poland is carried out in order to provide context for the undertaken considerations and empirical research. The discussion then covers the details of the methodology of research on the values transmitted by public radio in Poland as well as the values recognised by the listeners, who are recipients of the programs of Polish Radio. Finally, the results of these studies are presented.