An esteemed associate professor and media scholar at the University of Warsaw's Faculty of Journalism, his expertise lies in the study of language and its impact. He heads the specialization in Documentary Studies. Previously, he contributed as an analyst and expert to the National Broadcasting Council (KRRiTv) until 2015 and has a background in producing documentary films. He is also a playwright and author, exploring the intricacies of rhetorical mechanisms in his works like "Retoryka Dominacji. Opowieści o Polsce – Retoryka narracji" and "Baśnie wolnego rynku," among others. In the realm of media studies, he analyzes narrative structures and meanings in popular culture, applying his insights to market-driven initiatives through the brand Narrative Impact.