This article presents the results of the qualitative research conducted on Polish users of the Sensor.Community network. Different types of motivation behind the decision to engage in the collection of air quality data are discussed. Users’ motives have been found to result predominantly from the concern for the health and safety of their loved ones, as well as the need to control air quality (and ultimately the quality of life) in their immediate environment (home and neighbourhood). Users do not display civic behaviour such as working for the local community. Three factors have been proposed to explain this status quo. First, the motives related to health and safety, as opposed to motives behind seeking a resolution to an environmental problem at the local level, may contribute to the solidification of individualistic attitudes. Second, Sensor.Community is organised in a way that does not promote a greater involvement from the network organisers in the development of the initiative and retention of users. Instead, the network focuses predominantly on the technical aspects of operation. Third, users have no sense of agency as, in our opinion, they remain largely unaware of the value of the data they collect.

The paper explores the assertion about multi-faceted tools of impact used by large corporations that they aim to limit the subjectivity of consumers. It is based on the concept of 'deep capture' developed by Jon Hanson and David Yosifon. According to this concept consumers have only the idea of their own subjectivity. The authors' basic assumption is that human behaviour is largely (but not completely) dependent on external situational factors rather than the individual dispositions of individuals. In this context we analyse the role of large corporations in shaping the image of LGBT people in Poland. Noteworthy seems to be the consideration to build and strengthen the belief that LGBT people are a group which suffers discrimination, to which anyone should make gestures of support throughout consumer decisions. An overview of the activities of business entities for LGBT groups in Poland lets us say that they cannot be called large scale actions. The actions of Polish companies can be recognised as not very intensive. Western transnational corporations have huge experience in actions for LGBT people, but this is not necessarily the case in Poland.

The paper explores the assertion about multi-faceted tools of impact used by large corporations that aim to limit the subjectivity of consumers. It is based on the concept of "deep capture" (Hanson & Yosifon, 2003). Deep capture suggests that the consumers have only the idea of their own subjectivity, and that human behaviour is largely dependent on external situational factors rather than the individuals' dispositions. In this context, the present authors analyse the role of large corporations in shaping the image of LGBT people in Poland. Noteworthy is the consideration to build and strengthen the belief that LGBT people are a group which suffers discrimination, to which anyone should make gestures of support throughout consumer decisions. An overview of the actions of business entities for LGBT groups in Poland allows us state that these actions cannot be called large-scale. The actions of Polish companies can be recognised as not very intense or committed. Western transnational corporations have vast experience in actions for LGBT people, but this is not necessarily the case in Poland.