Created in the distant past, attitudes and patterns of thinking have caused the mentality of contemporary Poles. The collective memory about the greatness delusions of old-time nobilities and the traumas suffered in the annexed territories today infl uence their thinking and behaviours as well national self-evaluation.
This article is an attempt to look at how individual freedom is realized in the world of consumption. Consumer freedom understood as a social relationship – and not for example as a gift received from God and the ability to make independent choices between good and evil according to one’s free will – is not a given once and for all. In the case of consumer freedom, some people have this type of freedom, while others are deprived of it, which often results in moral evil. Freedom in a world where ‘a menu replaces the Decalogue’ is first and foremost a freedom to consume, a freedom of those who have the appropriate material means to make use of them. Therefore, it is not a gift given once and for all, but it requires from us – free consumers – constant activity in acquiring funds that allow us to meet the needs of ownership. It only pretends to be accompanied by freedom of choice but in fact is not. Freedom in the world of consumption is implemented mainly in the sphere of everyday life practice and it does not constitute the implementation of any lofty philosophical ideas. It is an impoverished form without proper theoretical foundation. The problem is whether in the world of consumption there is any freedom at all. Unfortunately, most often we only have an illusion of freedom, because choosing to participate in it (more or less consciously), we agree to its prevailing rights. One of the most important rights in the domain of consumption implying is freedom of consumption, or ironically speaking, the free-dom to choose between Coca Cola and Pepsi. But even in its narrow application consumer freedom does not seem to realize any moral good. It is true that various attempts are being made to codify the ethical activity of consumers, traders, producers, etc., but this has nothing to do with the real moral dimension of actions, concerning instead instrumental and performative aspects of those actions by sustaining unreflective choice automatisms.
Simultaneous perception of audio and visual stimuli often causes concealment or misrepresentation of information actually contained in these stimuli. Such effects are called the "image proximity effect" or the "ventriloquism effect" in the literature. Until recently, most research carried out to understand their nature was based on subjective assessments. The authors of this paper propose a methodology based on both subjective and objectively retrieved data. In this methodology, objective data reflect the screen areas that attract most attention. The data were collected and processed by an eye-gaze tracking system. To support the proposed methodology, two series of experiments were conducted - one with a commercial eye-gaze tracking system Tobii T60, and another with the Cyber-Eye system developed at the Multimedia Systems Department of the Gdańsk University of Technology. In most cases, the visual-auditory stimuli were presented using a 3D video. It was found that the eye-gaze tracking system did objectivize the results of experiments. Moreover, the tests revealed a strong correlation between the localization of a visual stimulus on which a participant's gaze focused and the value of the "image proximity effect". It was also proved that gaze tracking may be useful in experiments which aim at evaluation of the proximity effect when presented visual stimuli are stereoscopic.