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We have already mentioned portals with a distinctly youthful profile, so it’s time for an intergenerational service, which for many older users was something like a ‘gateway to the Internet’ – a place where they gained their digital skills and took their first steps in building online relationships.
It was founded in 2006 by Maciej Popowicz, then an IT student at the University of Wrocław, together with Michał Bartoszkiewicz, Paweł Olchawa and Łukasz Adziński. Nasza Klasa (Our Class), because that is what we are talking about, was modelled on the American website Classmates.com, and the name of the portal was taken from a song by Jacek Kaczmarski. The idea was simple – to create a platform that would enable people to find their school friends after many years, and it hit the spot. You could escape from school memories to an imagery faraway space, Neverland, where fictional schools could be created. Hogwarts, of course, attracted the largest group of people.
Over time, the original function of the portal began to be expanded with other services and tools. Nasza Klasa offered a whole range of browser games, including something for those seeking something bucolic (‘Wiejskie życie’ [Rural Life] or ‘PGR’ [Agro-Commune]) or thrills (‘Miejskie gangi’ [Urban Gangs]), and fishing fanatics (‘Na ryby’ [Gone Fishin’]) were not forgotten. In 2009, the website introduced its own internal currency – the euro-sponge. You could use it to buy new emoticons (referred to as ‘super faces’), virtual gifts for your friends, an extra transfer for photos in your gallery or – just after the Smolensk disaster – a black ribbon for your profile photo. The currency was named after the website’s mascot – Pan Gąbka (Mr Sponge).
Since there were also many young users on the portal, Nasza Klasa initiated an educational campaign for children that taught the rules of online safety. Its faces were a pair of superheroes – Sekurion and Protekta.
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In 2010, over 11 million people had accounts on this website – more than half of all internet users in Poland at that time. Soon after, however, the portal underwent rebranding and began to lose its character in competing with foreign social-media giants. Many of the new changes were met with resistance from users – this was the case, for example, with the introduction of śledzik, i.e. the equivalent of Facebook’s newsfeed. People unfamiliar with internet slang – much to the amusement of jokesters – spread a chain letter saying that, to get rid of the hated function, you should enter the code 5P13RD4L4J 5L3D21U (can be read as ‘f**k off śledzik, ed.). However, the real outcry was caused by the new website regulations (operating under the abbreviated name nk.pl since 2010). The main issue was that all content added by users was the property of the portal and could be used, for example, for marketing purposes. Ironically, users generally moved to Facebook, a service that, as we know, does not care much about user privacy and has similar provisions in its terms and conditions. The website only had about one million users in 2020, and it was closed on 27 July 2021 at 11:59pm.
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The Polish response to Twitter was BLIP – the name of the service is an acronym of the slogan ‘Bardzo Lubię Informować Przyjaciół’ (I so like keeping my friends informed). Its launch caused controversy in the Polish blogosphere, although it was not actually to blame. The problem was that shortly before this, Grono had started promoting its service with an almost identical name (Blimp) and functionality (although the launch of Blip had been announced earlier), preceded by an aggressive marketing campaign which involved spamming the most popular Polish blogs with comments …
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Blip users could share short messages of up to 160 characters and attach photos, links or voice messages. ‘Blip weighs nothing, Blip is everywhere’ – a woman’s voice assured us in an advertising spot. On 22 October 2009, the website proudly announced on its blog that 10 million messages had already been sent via Blip. Zakład Ubezpieczeń Społecznych (the Social Insurance Institution, ZUS) had a Blip account, as did the editorial offices of national media (Radio Zet, TVN24, Przekrój), football clubs (Legia Warszawa, Widzew Łódź) and city offices (Radom, Kraków). All the same, it remained a niche service, as the number of Blip users that year was just over 300,000. In 2013, the service was closed, and users were encouraged to migrate to Wykop.pl, which is still in existence today. Other platforms, such as Flaker.pl, Pinger.pl and Spinacz.pl also tried their hand in the microblogging market.
The most popular Polish messenger of the time, Gadu-Gadu (Chit-Chat) (which became the owner of Blip at one point), also tried to promote its social-media platform. The MojaGeneracja.pl portal, which was launched in February 2007, offered the possibility of creating a profile, rating other profiles or running a blog. An original feature was the option to leave voice comments. In addition to the typical set of tools, other branches of MojaGeneracja (MyGeneration) were developed over time, such as the educational portal EduNacja or Muzango, where artists could create their profiles and share mp3 files. The latter was probably an attempt to respond to MySpace.
Official blogs on the portal were also kept by public figures: the band Łzy, Tede, Gosia Andrzejewicz, Doda, Joanna Senyszyn and Lech Wałęsa (at mojageneracja.pl/1980; the former president also received a special number in the Gadu-Gadu messenger – 1980)….
Moja Generacja is a prime example of rapid growth and equally abrupt decline in user numbers. In 2008, there were 5 million registered accounts on the platform, but by 2012, this number had dropped to less than half a million. Despite protests from people attached to the portal, the decision to shut it down was made in November 2012….
In the middle of the second decade of the 21st century, domestic social media were already basically an endangered species – and those that survived were a mere shadow of their former popularity.