Słowa kluczowe: popular culture, magazine for girls, mediatization of the social reality, identity, formation of femininity, alternative medicine, natural therapy, advice press, niche press, Polish press, 19th century, history of press, periodical press of Warsaw, Pamiętnik Umiejętności Moralnych i Literatury, Adam Ciołkosz, polisch journalism of the twentieth century, journalism in exile, Robotnik, Bhutan, media in South Asia, media system, Hallin & Mancini, orality, public discourse, press discourse, symbolism, textual picture of the world, conservatism, liberalism , agenda-setting theory, media agenda, real word (factors) agenda, cultivation theory