Annales Universitatis Mariae Curie-Sklodowska, sectio N – Educatio Nova
Annales UMCS sectio N Educatio Nova publishes research papers presenting findings that can be implemented at different educational levels.The journal brings together various strains of research in the humanities, mainly literature and linguistics as well as culture and religion, and in the social sciences, including pedagogy, psychology, social communication and media. The annual volumes of our journal cover multidisciplinary approaches to education. Each volume offers Polish and international scholars a forum for sharing ideas and facilitating professional cooperation. Contributions from scholars who begin their career in Academia are also encouraged. Punkty MEiN: 40 ISSN: 2451-0491 e-ISSN: 2543-9340 ICV 2022 = 100 Submitted articles rejection rate: approx 20%.
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Deconstructing Orientalist Stereotypes in Isabelle Eberhardt’s Travelogues
The article examines the role of Orientalist stereotypes in Isabelle Eberhardt’s travel short stories. It questions the oversimplified view which considers stereotyping as an individual cognitive process that helps individuals simplify their understanding of people from different cultures. It also shows that this is an ideological construct overloaded with racial attitudes, sexist, and gender issues. The author emphasizes that stereotypes reveal a cognitive bias due to generalizations, out-group homogeneity, and categorizations, and cannot be isolated from their ideological motivations, especially in the context of colonialism. Selected travel short stories by Eberhardt are analyzed: Le Magicien, Le Meddah, Criminel, Fiancée, Le portrait de l’Ouled-Naïl, and La Derouïcha, in accordance with the theory of Palestinian-American philosopher Edward Said, expressed in his book Orientalism, so as to demonstrate the major tropes of Orientalist stereotypes and their functioning in the aforementioned texts. Said asserts that the European prejudiced perspective on the East is the result of stereotypical images, which were built in a context of domination of the Orient. Other theorists are also relied upon, such as Frantz Fanon and Achille Mbembe, Gayatri C. Spivak, Ania Loomba, and Meyda Yeğenoğlu, in order to consider the link between Orientalist discourse and issues of ethnicity and gender. The intersectional approach allows us to examine the Orientalist stereotypes and to deconstruct the racist and sexist constructions underlying Eberhardt’s texts. It also provides a broader conception of stereotyping, which considers the nexus between Orientalist discourse, race, gender, and sexuality. The research shows that the author adopts the scrutinizing gaze of the colonizer and creates binary oppositions between Western, civilized personas and their uncivilized, Oriental counterparts. Moreover, it uses degrading and dehumanizing stereotypes which implicitly justify the “civilizing mission” undertaken by the Occident.
Hate Speech among French X Users During and After the Nanterre Events of 2023
Hate speech is on the increase, especially with the rise of radical voices who use migrants and Muslims as fodder for their debates and speeches, inciting the stigmatization and exclusion of these minorities. This article examines the linguistic hallmarks of hate speech on social networks, including X, following the events of Nanterre in 2023. It involves a pragmatic-linguistic analysis of the linguistic processes used by Twitter users to express their hatred of the Other. We are interested in the mechanisms used by these speakers to propagate feelings of hatred and contempt on social networks. The results show that hate speech is based on contempt for the Other and disgust, which leads to acts of condemnation such as insults and incitement to annihilate the target by calling for violence and war. These are all explicit expressions of hatred, while others, such as irony and humor, serve to conceal hatred in the discourse so that it is latent and far removed from any accusation.
A World Divided by Hatred and Violence in “Hate” by Mathieu Kassovitz
Mathieu Kassovitz’s Hate has become a cult film and still maintains the image of a work presenting the world filled with violence to the present day. The characters’ language is strong, direct, and often insulting and aggressive. Feelings of incomprehension, mistrust, and hatred dominate all action and are expressed in different ways. More than a quarter of a century has passed since the making of the film, so it is reasonable to question the topicality of the content and hate.
Race, Disease, and Social Disorders – When Difference Stigmatizes: A Comparative Reading of “Saint Monsieur Baly” by Williams Sassine and “I Am Someone” by Aminata Aidara
Narrative-verbal fiction, in its development, often mobilizes resources borrowed from reality. From then on, it naturally bears the mark of the clichés, prejudices, and stereotypes of its world. Beyond that, it allows, thanks to the distribution of characters, to analyze the logic of construction and transmission of received ideas about races or diseases, but above all, questions the relationships between a standardized group and another type of group. The aim of analyzing two works from different geographical spaces was to show that modalities of marginalization can differ from one context to another, but they mobilize the same classificatory resources. The study revealed, above all, the incoherence of the discourses on which they are based.
Aesthetics of Social and Political Exclusion in Morocco in Mohammed Khair-Eddine’s “Le déterreur” and Hicham Lasri’s “The Sea Is Behind”
The works of Mohammed Khair-Eddine and Hicham Lasri address social exclusion and minority struggles in their socio-cultural contexts. We aim to study the forms of exclusion in postcolonial Morocco through a comparative approach. The analysis focuses on two works from different genres and periods, with an emphasis on the structures of exclusion. The aim is to study how film and literature subversively address the repression and marginalization of the excluded through poetic, visual, and violent language. A filmic-literary work conveys a rebellious spirit denouncing oppressive power structures, traditions, and institutions. It deconstructs the foundations of the norm and denounces the cruelty of marginalizing the excluded.
Domestic Violence in the Świętokrzyskie Voivodeship: Stereotypes Perpetuating Domestic Violence
This article aims to present an overview of the theoretical aspect of domestic violence, with particular emphasis on the cycle of domestic violence and the forms and consequences of violence. The authors indicate stereotypes that sustain domestic violence. They also present the scale of the phenomenon of domestic violence in the Świętokrzyskie Voivodeship in the years 2017–2022 based on the statistical data of the Provincial Police Headquarters and the Provincial Programme for Counteracting Domestic Violence of the Świętokrzyskie Voivodeship for 2023–2028. The number of crimes identified under Article 207 of the Penal Code, registered by Police units subordinate to the Provincial Police Headquarters in Kielce, was analyzed along with the number of Blue Cards, i.e. reported cases of being a victim of violence. Many people and institutions are involved in the prevention of domestic violence, including the Police, social services, educationalists and school psychologists, as well as representatives of the judiciary and non-governmental organizations. Domestic violence is a phenomenon that represents a contemporary challenge for state’s social policy.
Bullying at School in France: Prevalence, Consequences, and Intervention Strategies
School bullying is a worrying phenomenon that affects a significant number of students in France. This phenomenon, often underestimated, has profound consequences on the mental, physical, and social health of young people. The article provides an analysis of school bullying in France, examining its prevalence, the consequences for students, and the intervention strategies implemented to fight against this scourge. From this micro-research, it is evident that the implementation of effective intervention strategies against school bullying is crucial to prevent severe psychological disorders, such as anxiety and depression, which affect victims. Education, awareness, and the active involvement of all school stakeholders are essential to create a safe and respectful environment for every student.
An Economic Analysis of Discrimination in Schools
This article contributes to the economic analysis of education by highlighting the existence of imperfections in the process of human capital accumulation. Discrimination is a form of inefficiency in the education system. It limits the accumulation of human capital.
Manifestations of Ageism in Polish Songs
The article contains an analysis of the manifestations of ageism in Polish songs. The proposed considerations use works by well-known and anonymous authors. The material database included several hundred texts of a very diverse nature. The exemplification consists of fragments of statements written mainly in the 20th century. From a rich collection of popular genres, works were cited that best illustrate the discussed issue and most accurately confirm the verbalized idea. The basic method of selective description allowed us to notice the phenomenon of relatively little interest in the song in the problems of older people. The stereotypical image of advanced-age people in songs is not a monolith. Both in its folk and stage versions, it formulates depreciating assessments (often full of pity, condemnation and exclusion), especially in relation to women. The song treats men clearly more graciously, showing greater kindness and even sympathy towards men. Slowly, however, the song verifies its traditional approach, presenting elderly people with increasing understanding and regardless of gender.
Do Teaching Practices Contribute to Gender Equality in the Moroccan School Environment?
This article addresses the issue of gender and teaching practice in the school environment. It focuses in particular on the reality of the Moroccan school. The objective of this study is to analyze the perceptions of students and teachers on teaching practice and its impact on gender diversity, which is one of the major characteristics of Moroccan school. A qualitative and quantitative survey carried out in a Moroccan private sector college provides an insight into the teaching and learning process in a school characterized by gender diversity. We question the mechanisms of this process in order to verify whether teaching practice is inclusive and contributes to gender equality or discrimination among students.
Chevs Subculture from an Axiological Perspective
The topic of the article is the language of values of the chevs subculture, through which its users build the identity of their social group. We decided to use music from the rap genre, or more specifically its street variety. The research material consists of 36 songs by various artists and musical groups, and the first 50 episodes of the internet series Blok Ekipa, produced by SPInka FILM. They are characterized by a variety of topics. Based on the themes we have taken up, we have excerpted semantic circles such as: attitude towards women, attitude towards the police, life in prison, attitude towards people from outside one’s own environment, everyday life, attitude towards people within the subculture. The subject of our interest were lexemes from colloquial vocabulary and from youth and prison slang, which reflect the world of values created by representatives of Polish hip-hop and rap.
The Portraits of Adult Children of Alcoholics (ACoA) in the Latest Realistic Prose
This article is devoted to the images of Adult Children Of Alcoholics (ACoA) in the latest realistic prose. The author focused on discussing three novels: Bezmatek by Mira Marcinów (2020), Mireczek. Patoopowieść o moim ojcu by Aleksandra Zbroja (2021) and Matrioszka by Marta Dzido (2022), in which the destructive impact of growing up in a family with an alcohol problem on a person’s adult life is shown. In all of the works, the reader will notice symptoms characteristic of ACoA, such as low self-esteem, fear of feelings, constant guilt, compulsive behavior, fear of abandonment, etc. These works differ in the convention adopted by the authors. In Marcinów it is an elegiac story about the loss of a mother, in Zbroja the story of the father’s alcoholism is shown in the broader context of sociological changes concerning the phenomenon of alcoholism in Poland. In turn, Dzido is dominated by a fairy tale convention, which the author uses to talk about ACoA syndromes. Common to all the authors is the belief in the therapeutic power of writing. Writing down traumatic stories is a type of therapeutic work, as a result of which the subject tries to regain inner harmony and joy. What is more, this work helps rebuild a positive image of oneself and the world.
The “Classroom, a Laboratory of Stereotypes?” When Children’s Literature Questions the Motives of School Bullying
School bullying often begins with demeaning nicknames. Students use socio-cultural stereotypes about their physique or behaviour to rename their target. Contemporary children’s literature offers novels telling stories of school bullying. These novels emphasize the role of stereotypes in the implementation of discrimination and violence associated with harassment. This article demonstrates how these novels explain the operation of school bullying to the young reader, demonstrating the authors’ interest in preventative pedagogy.
How to Tame the Fear of Being Different? Difficult Lessons of Empathy, Tolerance, and Acceptance in Literature for Young Recipients in the Context of Polish School Education
The subject of the article is the analysis of selected literary works for young recipients in terms of their usefulness in building empathetic attitudes and behaviors. An important role in the context of these considerations is played by the category of the Other, the Stranger, which may be associated with both refugees and people whose lives are marked by strong experiences not connected with escaping from their own country. Thanks to the tools provided by multicultural pedagogy and empathic reading, it is possible to notice how much appropriately selected literature and the literature present in the process readings adult intermediary influence, through the emotional and cognitive aspects, as well as under the influence of psychological processes such as mimicry or role-taking, on the empathy and pro-social attitudes in young people.
Roksana Jędrzejewska-Wróbel’s “Entanglement State” on Polish Language Lessons in Primary School
The article concerns the contemporary novel for young people, Entanglement State by Roksana Jędrzejewska-Wróbel. The text defines the problems of the work, characterizes the main characters, i.e. the elderly (residents of the Zaciszna Przystań nursing home) and the young (volunteers, students of the last grade of primary school), and describes their mutual relations. It also indicates the reasons for discussing the Entanglement State in Polish language lessons. A large part of the article is devoted to the ways of discussing Jędrzejewska-Wróbel’s novel, which require taking into account elements of different schools of text analysis and interpretation and references to different fields of knowledge.
Towards the Other – on the Importance of Empathy in Shaping Interpersonal Relationships (about the Novel “Auggie & Me” and the graphic novel “White Bird” by R.J. Palacio)
This article presents the story of Julian Albans, a character from R.J. Palacio’s books, one of the instigators of negative behavior toward a classmate with a deformed face. The author highlights the improper influence of overprotective parents on shaping young people. Beecher’s school has become a starting point for reflections on the ideas of homeopathic pedagogy. By presenting the wartime fate of his grandmother, the importance of positive role models in the educational process is emphasized. The conclusion includes recommendations for Polish language teachers, indicating the potential of the mentioned works in shaping attitudes of tolerance and empathy towards others.
Against Stereotypes, or How to Understand Disability: Student Projects for Educational Activities in Polish Language Classes
This article aims to draw attention to selected literary examples that represent the issue of disability, which still arouses extreme feelings and is the subject of numerous discussions. They are the result of stereotypes that function in society and appear in the world of the disabled. The recent literature presents characters struggling with disability in everyday life situations. Anna Sobolewska’s Cell: A Response to Down Syndrome, Katarzyna Ryrych’s My Sister’s Island, Dorota Terakowska’s The Chrysalis, and Magda Papuzińska’s Everything Is Possible can be an irreplaceable source of knowledge about the possibilities and limitations of people with disabilities. This type of literature (including autobiographical writing and reports) often breaks stereotypes about disability as a misfortune or an inability to participate in social life and shows, in addition to deficits or barriers, the strengths in the development of specific people (children and adults). Referring to Polish language education and teacher training, the author suggested that students of teaching majors should read the book Who Stole Tomorrow? Or Why It’s Not Like from the Picture by Olga Ptak and a collection of reportages by Jacek Hołub, with the provocative title So That It Dies Before Me: Stories of Mothers of Disabled Children. These texts constitute a valuable source of knowledge about disability, and may also encourage readers to take a slightly different look at this social group and their loved ones, and at the same time be an important starting point for educational and upbringing activities. The article presents student projects related to the analysis of selected works, which aim to look at the situation of disabled characters and their families, as well as to motivate students to adopt an empathetic attitude and openness towards the problems described therein.
Matrocentric Turn in Literature in the Fight against Stereotypes (Based on Jacek Hołub’s Reports)
The article is devoted to a reflection on the place of narratives of mothers raising children with disabilities in recent literature, which fight against the social stereotypes that function in circulation. The topic is analyzed on the example of selected reports by Jacek Hołub from the books titled So That It Dies Before Me: Stories of Mothers of Disabled Children and Naughty: Stories of Children with ADHD, Autism, and Asperger’s Syndrome. The article aims to draw attention to the matricentric turn that appears in recent literature, as well as to the functions performed by matrifocal narratives.
Social Camouflage in People on the Autism Spectrum and Its Literary Representation in the Novels of Richard Powers as an Inspiration for Educational Settings
The article analyzes the phenomenon of camouflage used by individuals with autism spectrum disorder (ASD) and its literary representation in Richard Powers’ novels The Overstory and Bewilderment. Camouflage is defined as a strategy of consciously or unconsciously conforming behavior, emotions, and communication to social norms in order to avoid stigmatization. Three dimensions of camouflage are distinguished: compensation (strategic coping with social difficulties), masking (concealment of autistic traits), and assimilation (complete adaptation to social norms at the expense of one’s own identity). Although camouflage can improve social functioning, it is associated with negative effects, such as stress, depression, and loss of authenticity. In Powers’ novels, camouflage is a tool for criticizing the social norms of capitalist culture. Characters like Neelay Mehta, Patricia Westerford, or Robin represent different strategies of adaptation. The author depicts their struggles and highlights the inadequacy of social systems to meet the needs of people with ASD. These novels illustrate the potential of literature to foster empathy and reflection on the climate crisis, social inequalities, and the relationship between humans and nature. The findings can contribute to the development of more inclusive educational practices to support people on the autism spectrum.
An Exogenous and Marginal Figure: The (Stereo-)Type of the Gascon in “The Three Musketeers”
In his Impressions de voyage: Midi de la France (1835–1840), Alexandre Dumas compared the local population to the Spaniards, the Saracens, and the Indians, transforming southerners into exotic figures for his readers in or from northern France. A few years later, he wrote the novel The Three Musketeers (1844), in which he recounted the adventures of d’Artagnan, Athos, Porthos, and Aramis. While d’Artagnan existed and was a genuine Gascon, one may wonder about the narrative voice’s insistence on his stereotypical physiognomic, cultural, and linguistic characteristics. This article examines how Dumas, who was the target of racist attacks and who did not openly respond in writing, used an oblique strategy, displacing the question of race by evoking the stereotype of the Gascon.
Zadi’s Series “En Place”: Breaking Banlieue Stereotypes
Since the classic film La Haine (1995), the representation of the banlieue has emphasized stereotypes of the peripheries with ills such as unemployment, instability, restive youth, poverty, and marginalization. In this thesis, I demonstrate how Jean-Pascal Zadi’s series En Place (Represent) addresses these clichés while presenting a radically different view of the banlieue by challenging the representation of deprivation, frustration, oppression, and exclusion of French people of color in the banlieue. On the other hand, to the extent that stereotypes ring true, the series ascribes different causes than usual to the experiences of banlieue inhabitants or addresses some of their conceptions with recourse to self-deprecation and self-criticism. The plot revolves around the unlikely presidential campaign of Stéphane Blé, one of the residents of a neighborhood in a banlieue, Bobigny, after a public altercation with the mayor, who is himself running for president in an upcoming election. Through his main character, the series conveys the view that rewriting the political discourse of the banlieue is necessary and that racism, social ills, and gender inequality, which are denounced by the left, should be confronted more consistently and efficiently for everyone’s sake.
Strategies for Teaching Disinformation Awareness in the Polish Educational System
New technologies are readily available in our everyday lives, and even primary school children now possess mobile phones with Internet connections. It is crucial to recognize that the utilization of these new technologies comes with various risks, one of which is the accessibility of unverified information that can lead to disinformation. This article aims to present the programs, strategies, and tools implemented in the educational system in Poland to address the teaching of disinformation and critical thinking. A narrative review examines methods in Poland’s education system to combat disinformation and foster critical data analysis among students, using a multi-step search strategy to select relevant English or Polish sources from academic and news databases, including peer-reviewed articles, government reports, educational materials, and websites. The core curriculum mandates instruction on disinformation and fake news phenomena in both primary and high schools. This instruction is integrated into subjects such as Polish language and computer science. At a higher education level, there are multidisciplinary scientific programs, primarily designed for journalism students. We propose a greater emphasis on media education in Poland across all levels of education. Consideration should be given to the creation of dedicated subjects focusing on media literacy in primary and high schools. Additionally, on a higher education level, there should be programs tailored to students from various fields, as the issue of fake news spans a wide range of topics.
The Application of the Concept of “Extended Cognition” in Polish Language Teaching: Critical Discussion of Annie Murphy Paul’s “The Extended Mind: The Power of Thinking Outside the Brain”
Starting from the discoveries of social neuroscience and the principles of Polish language teaching, the author proposes a critical discussion of Annie Murphy Paul’s The Extended Mind: The Power of Thinking Outside the Brain (2021). She presents the concept of the “extended mind”, i.e. the specificity of thinking based on the senses, the environment, and other people. The conclusions aim to expand the concept to include genetic determinants and propose a reference to the principles of Polish language teaching. The most important findings concern the ways of organising teamwork (“expert tables”, the de Bono method, project) and the creation of a system for their evaluation.
My Blue World: Ambivalence of the Meaning of the Colour Blue in Adolescent Creative Writing – between Aesthetic and Efferent Reading
The article analyzes students’ statements (creative writing) on Kazimierz Przerwa-Tetmajer’s poem In the Bay of Naples and the blue colour associated with the interpretation of this work (teenagers, “going beyond” the philological analysis and interpretation of the text, write an essay “My blue world”). The pupils’ reception of Przerwa-Tetmajer’s poetic work and the children’s essays making creative use of fantasy worlds, filtered through their individual reception of the “blue world” from the poem by the Young Poland poet, show the pupils’ reading engagement and draw attention to the aesthetic perspective of perception. They also testify to the fact that imaginary worlds and fantasy as a literary convention (in the case of teenagers’ essays) allow for the use of imagination and emotions, for “going beyond the text”, for a kind of escapism on the part of the reader/viewer, but also for the reflection of teenagers’ wishes, dreams and desires, and for reaching deeper meanings of the work analyzed in class.
Sebastian Borowicz, Joanna Hobot-Marcinek (Eds.), “Technopaideia: Advanced Technologies in Humanistic Education”, Jagiellonian University Press, Krakow 2024, pp. 410
The monograph Technopaideia: Advanced Technologies in Humanistic Education, edited by Sebastian Borowicz and Joanna Hobot-Marcinek, published by the Jagiellonian University Press in 2024, addresses important issues related to the role of technology in humanistic education. The publication is not limited to describing modern educational tools, but also accentuates the need to change the approach to teaching and learning. It emphasizes that the implementation of technology should support both the development of digital skills and the cultivation of humanities values, such as reflexivity, creativity, and ethical responsibility. The monograph also discusses issues related to ethics and the challenges posed by the technologization of education, including the autonomy of teachers and students, privacy protection, and the impact of digitization on interpersonal relationships. The authors emphasize that technologies are not a neutral tool – their impact on educational processes depends on the broad social and cultural context.
Between Languages and Cultures: Polish Youth Speak from the Italian Perspective
Many words and phrases that appear in the sociolect of young people in Poland have English origin. This phenomenon arises due to the ubiquity and significance of the language in various aspects of life. Nevertheless, as the lexical units migrate from one language into another, they sometimes undergo certain modifications in terms of their form and meaning. This might be challenging for those who learn Polish as a foreign language, especially since the youth slang does not seem to be incorporated in their coursebooks. The article aims to examine whether Italian people who study Polish understand English-derived words and phrases commonly used by the youth in Poland. The text reports the results of the survey analysis in which respondents were supposed to provide definitions of the following words: cringe, crush, friendzone, gigachad, m8, maybe in another universe, NPC, POV, random, rel, rizz, side-eye, sigma, slay, tryhard. The study shows that although many Italian students are not familiar with Polish youth speak, they are able to understand the general concepts behind these terms. Nonetheless, it is sometimes difficult for them to capture some detailed semantic nuances.
Listening and Gender: Research Reconnaissance Based on the Diagnosis of Primary School Students
The article aims to present a section of empirical research on students’ auditory perception and, consequently, an attempt to determine whether gender influences the level of listening skills. The study was conducted among 210 fourth-grade students of primary schools in Opole (99 girls and 111 boys). The research tool was a teacher’s (non-standardised) listening test in Polish as the native language, which was used to verify the mastery of selected perceptual skills. The test was based on a song and fragments of a radio show and an interview. The research shows that the effectiveness of auditory perception is not dependent on gender. There are no major differences between the listening levels of female and male students because, regardless of gender, the respondents achieved moderate results in the test.
The Struggle for the “New Man” of the Stalinist Era in the Micro-Perspective of a Village School
The article refers to the diaries of the village school in Mydlita near Bytów in the first post-war decade. The small school in the period of Stalinism became a representative testimony of its times, a source of knowledge about the changes resulting from the progressive ideologization of education, a contribution to considerations on the impact of great history on a small rural institution. A special role in building a “new man” and in rebuilding the mentality of the young generation was to be played by the socialist content of education and upbringing promoted by the state, which is particularly illustrated by the teaching material of the Polish language and history.
The Stability and Growth Pact: A Constraint on the Development of a Knowledge-Based Economy?
The European Union must become the most competitive and dynamic knowledge-based economy in the world, and its research and development spending must increase to 3% of GDP by 2010. These are the ambitions revealed by the conclusions of the Lisbon Summit of March 2000 and the European Commission’s declaration made in 2002. However, since 1992, under the Maastricht Treaty and then the Amsterdam Treaty of 1997, European countries, particularly those of the Economic and Monetary Union, have been required to achieve a balanced budget or even a surplus in the medium term. They are, however, permitted to have a budget deficit, but it must not exceed 3% of GDP. To comply with these rules of budgetary discipline, these countries must implement budgetary consolidation, necessarily involving a reduction in public spending. This study attempts to show to what extent the budgetary discipline imposed by the Stability and Growth Pact on the Member States of the Economic and Monetary Union prevents them from achieving the objectives set by the Lisbon Strategy. Simultaneously achieving the Lisbon and the Pact objectives could involve reducing investment in line with the budget balance.
Remarks on Marketing Discourse, Consumer Culture, and Product Persuasiveness
The article discusses the issue of marketing as a dominant discourse and an ideology focused on promoting profit and sales in the contemporary world of consumption. Starting from Michel Foucault’s theory of discourse and the critical discourse analysis of Norman Fairclough and Ruth Wodak, the author considers the problem of the expansion of marketing discourse into the semiosphere of other discourses, such as feminist or religious discourse, as well as its two mechanisms: implantation and expanding. The paper also discusses issues related to consumer culture and its linguistic expression through metaphors of consumption, eating, profit and sales, which are implanted in discourses beyond the marketing sphere. In addition, the functioning of the brand and product as specific persuasive messages and at the same time manifestations of consumption culture are analyzed, as well the issue of narrative as a creator of the brand, which is understood here as a psychological asset of the customer.