Faculty of Communication and Public Relations

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50 Essentials on Science Communication
(De Gruyter, 2024) Paul Bertemes, Jean; Haan, Serge; Hans, Dirk
Science communication skills are important in both academia and the industry. This book supports interactions between academia and the public by training early career researchers in communicating their research findings effectively to a non-specialist audience. The guide provides theoretical knowledge on science communication across disciplines, and it offers practical advice on how to apply this knowledge in a number of different contexts.
A New Paradigm in Global Higher Education for Sustainable Development and Human Security
(South-East European Division of The World Academy of Art and Science – SEED, 2021-11-29) Jacobs, Garry; Ramanathan, Janani; Wolff, Ralph; Pricopie, Remus; Dominici, Piero; Zucconi, Alberto
Every institution of higher education and every government is trying to overcome the problems it faces and improve the reach, relevance, financial viability and effectivity of education. But no one is thinking globally for solutions that will be optimal from the perspective of humanity as a whole. The enormous challenges we face in education today can best be solved only by including system-wide action at the global level. A new paradigm needs to be clearly formulated, designed and implemented. This paper briefly outlines the nature and magnitude of the challenges in higher education today, and identifies promising signs of a new paradigm waiting to emerge. That will require a new kind of leadership that thinks and acts globally. Such a paradigm can make an immense contribution to addressing global problems, implementing the UN Sustainable Development Goals and promoting greater human security for all. Education is an essential instrument and catalyst for social transformation. At the same time, the global education system itself is in need of radical transformation to upgrade capacity, quality, reach, and relevance. The current model of education was designed at a time when knowledge was scarce, sources of knowledge were limited, classrooms were essential for knowledge dissemination, and higher education was limited to a privileged few. Today the world needs a comprehensive global strategy that makes far better use of the existing resources, utilizes the potential of Information and Communications Technology, applies innovative, learner-centred pedagogy to provide affordable, interactive, personalized, relevant, quality education for all. Such a new paradigm in global education will make it a powerful catalyst for social transformation and fulfilment of the United Nations’ Sustainable Development Goals.
A Roadmap for the Design of a Public-participation Geographic-Information System to Support Urban Ageing
(AGH University Press, 2025) Aslanoğlu, Rengin; Chrobak, Grzegorz; Van Hoof, Joost; Perek-Białas, Jolanta M.; Ivan, Loredana; Tavy , Zsuzsu K.C.T; Maj, Milena; Kazak, Jan K.
Geospatial technologies have the potential to transform the lives of older adults by providing them with necessary tools to navigate their local communities, access services, connect with others, and access valuable information. However, the usability and accessibility of such technologies often fall short of the needs of older adults. Many existing geospatial tools are not designed with the needs and preferences of older adults in mind; this can lead to usability challenges and limit their usage. This paper explores a participatory approach in developing an inclusive geodata-collection tool that is specifically tailored to older users’ needs. The paper also highlights the importance of incorporating user-centered design principles, participatory design methods, and accessibility guidelines throughout the entire geodata-tool-development process. It also emphasizes the need for ongoing user engagement and feedback in order to ensure that the tool remains relevant and usable in the evolving digital landscape. This participatory approach has resulted in a tool that is easy to use and accessible for older adults; it is available in various languages, thus ensuring that the elderly can actively participate in the prototype’s creation and contribute to the collection of the geospatial information that reflects their lived experiences and needs.
Addressing the Challenge of Russian Hybrid Warfare the NATO Way: The Case of Norway and Romania
(New Strategy Center and NUPI, 2024) Godzimirski, Jakub; Bârgăoanu, Alina; Ceuca, Răzvan
New Strategy Center publishes new research. “Addressing the Challenge of Russian Hybrid Warfare the NATO Way: The Case of Norway and Romania” analyzes how Russia’s hybrid warfare manifests in Romania and Norway, two important NATO countries where the Russian Federation displays very aggressive behavior. This research explores the tactics of political warfare, including the use of various instruments of power other than kinetic warfare, to challenge the rules-based order. By investigating these strategies in Norway and Romania, the study provides relevant insights and policy recommendations aimed at strengthening resilience against Russian hybrid threats. The project is a collaboration between the New Strategy Center in Romania and the Norwegian Institute of International Affairs (NUPI), funded through the Bilateral Relations Fund 2014-2021.
Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising
(College of Communication and Public Relations, NUPSPA, 2018) Duduciuc, Alina; Bîră, Monica; Zyrtec, Liora
Research studies from various disciplines including sociology, psychology, social psychology, marketing, advertising and media research have analyzed the representation of old-aged people in advertising, as well as the consumers’ habits of a targeted population aged 50 and over. Despite the availability of data on inappropriate depiction of seniors in media (including advertising), little research has been done so far to understand which are the seniors’ preferences regarding their portrayal in certain advertising campaigns. The aim of the current study was to explore the preferences of middle-aged adults toward the representation of old age in advertising. Specifically, we tested whether there is a relationship between the preferences of Romanians gym-goers (45-60 years) on age-related advertising and their body image. The results showed that the middle-aged adults prefer models that do not necessary match their age, that is the young older model. Our data also revealed that the choices for age representations in advertising were not associated with respondents’ body image emotions in certain contexts or situations. No significant relationship between body image and preference towards age-related representations in advertising was obtained. Additionally, the analysis of the data also revealed that compared to men, women are more likely to express displeasure with their body weights, and they believe the body image strongly impacts their self-esteem during life.
Age as an important predictor for digital health literacy: Cross-sectional evidence of internet users from an international multisite study in North America and EU countries
(Taylor & Francis, 2025) Großschädl, Franziska; Marston, Hannah R.; Ivan, Loredana; Prabhu, Vishnu; Earle, Sarah
This study investigates digital health literacy across North America and Europe to understand the sociodemographic factors influencing eHealth literacy, specifically the role of age. This international, multi-site population employed a convenience sample across nine countries (N = 1,314) between April 2020–2021, presenting significant insights and recommendations for eHealth transformations. Using the eHealth Literacy Scale, a validated self-rated instrument, respondents in North America showed higher (t1641 = 2.18, p-value = .03) eHealth literacy than those in Europe. Respondents from the UK showed the highest scores (34.48 ± 5.45), and those from Spain – the lowest (29.50 ± 6.40). Age had a significant (f4,1292 = 3.73, p-value <.01) impact on the eHEALS scores, whereby respondents aged 50+ years reported higher eHealth literacy than younger respondents. Interaction effects of age*gender and age*employment predicted the highest eHealth literacy among adults aged 50+ years. Our findings reveal high eHEALS scores, suggesting that internet users in North America and Europe are confident in their ability to find and assess eHealth information. The coronavirus pandemic could have led to older people using mobile communication technologies for health purposes and becoming more confident in using digital tools. Offer diverse technology-based learning opportunities for older adults who want to learn about new technologies so that they have better access to their eHealth information.
Ageing and responsible consumption
(National University of Political Studies and Public Administration, Faculty of Management, 2021-12-30) Zbuchea, Alexandra; Ivan, Loredana; Mocanu, Rareș
Multiple studies show that the contemporary society is increasingly more responsible and ask companies to prove responsible citizens, too. The current study aims to a better understanding of the role of age plans in responsible consumption attitudes and values. Investigating the literature in the field, including studies developed worldwide as well as on the Romanian market. The research documents that the younger adults are more responsible and greener than older persons. Nevertheless, the older the consumer, the more trustful in the personal impact of her/his consumption is. The older adults seem to be less inclined towards responsible buying. The available data also suggests that the age gap is closing, and older consumers tend to be increasingly more responsible.
Alcohol consumption in the context of the covid-19 pandemic
(2022) Fitzek, Sebastian
In this study I aimed to conduct a qualitative research on the influence of alcohol on domestic violence using hybrid questionnaires (online and F2F) on three distinct groups of alcohol consumers in Bucharest (medium, high and low). I used the online scientific platform "SurveyMonkey" for the questionnaire application and data collection. The Alcohol Use Disorders Identification Test, AUDIT-C model was used to assess alcohol consumption in the 2 months (October, November 2021) according to three key consumption indicators: frequency of alcohol consumption, alcohol level, average amount consumed per drink and frequency of excessive alcohol consumption Change in consumption was recorded analogously to AUDIT-C variables (frequency of alcohol consumption, amount of alcohol consumption and excessive alcohol consumption), whereby consumption indicators are related to the degree of change. So, is there a link between degree of consumption, frequency and domestic violence? The results, together with a range of psychiatric, psychoanalytic and psychological theories, provide a variety of explanations for the violent behavior perpetuated in family relationships, denouncing their impact and harmful effects on personality upbringing, psychological profiling, and especially on the belonging and role of the dysfunctional family.
Asking ChatGPT How to Fight Visual Ageism on Websites: Pitfall or Opportunity?
(Springer, 2024) Loos, Eugène; Ivan, Loredana; Sourbati, Maria
This paper explores the extent to which ChatGPT can be used to combat visual ageism, i.e., “the social practice of visually underrepresenting older people or misrepresenting them in a prejudiced way” [1, p.164] on websites. First, insights from earlier empirical studies on visual ageism are presented to illustrate how ageist pictures can be injurious to older people and howto combat this. Then, a chat session with ChatGPT will be used to discover whether the tool can generate reliable advice on how to counter visual ageism on websites. Finally, ChatGPT’s advice will be evaluated from a scientific point of view.
Aspects Regarding Virtual Reality as Innovation in Creative Industries
(Romanian Academy Publishing House, 2017) Leovaridis, Cristina; Bahnă, Monica
The paper focuses on innovation generated by using virtual reality in one of the most innovative economic sector, the creative industries, aiming to identify the characteristics and the context of innovation by using virtual reality in this complex domain. As new combinations of knowledge and resources, innovation, regardless of its type, creates possibilities of new innovations, and thus set the framework for continuous development; innovation in services, and especially in cultural-creative industries, became a theme of interest during the last years, because its effects extend beyond this sector and affect activity in the whole economy. From strengthening imaginary reality within gaming and entertainment, to simulate reality for educational or social purposes, virtual reality has proved to be an unrivaled innovation strategy. The paper will include an empirical research based on semi-structured interview guide addressed to some entrepreneurs in three different areas of creative industries (architecture, journalism, advertising) from three different European countries, aiming to identify the internal and external factors that determined the use of virtual reality as an innovative technology, the modalities and consequences of its implementation in these three fields of creative industries.
Atitudini și discursuri populiste în România. Dinamici în 2019-2021 și posibile explicații ale impactului AUR = Populist attitudens and discourse în Romania. Evolutions in 2019-2021 & possibile explanations of the impact of the AUR party
(Polis Revista de Stiinte Politice, 2021) Sultănescu, Dan; Teodorescu, Bogdan; Sultănescu, Daniela
Evaluating the populist phenomenon in a country like Romania is a complex research objective and requires an important distinction between two dimensions – effectively measuring the public’s populist predispositions, regardless of party affinities, and evaluating the ideological discourse of the main parties as well as the relationship between these ideological approaches and the populist attitudes in society. In this study, we evaluated the current state of the populist inclinations of the voting-age population in Romania, and also the ideological mechanisms that have recently stimulated these populist attitudes. We analyzed whether we can observe a rise in populist attitudes in Romania in recent years, especially in the context of the emergence of a new political force with populist and ultra-nationalist discourse. We also evaluate the evolution of this type of ideologic discourse during the last year, as well as its relation to earlier populist political discourses in Romania. We operate on the premise that parties can have populist approaches independently from the ideology they support, and also that understanding the relation between (political) discourse and populist orientation (of the public) is relevant.
Attitudes towards Russia in a Country bordering War-torn Ukraine: Antecedents, Prevalence, and Consequences for Voting Behaviour
(European Institute of Romania, 2025) Corbu, Nicoleta; Ștefăniță, Oana; Durach, Flavia; Vladu, Loredana
The war in Ukraine has raised many questions about how people in bordering countries react to such a conflict. Do they understand its stakes? How do they form their opinions about the belligerent parties, and what influences their attitudes and their domestic political choices? In this context, using a national survey (N=1000) with control variables for religiosity, education, and gender, we examine how the Romanians’ attitudes towards the Russian Federation are shaped by their political knowledge, conspiracy mindset, and media consumption and trust. We found that people prone to take pro-Russia attitudes usually have lower levels of political knowledge, hold conspiracy beliefs, consume and trust more the news disseminated through social media, and are more likely to vote with extreme right-wing parties. Religiosity and gender are also important aspects that influence people’s attitudes in the sense that more religious males take a more positive stance towards Russia.
Beyond Self-Presentation. An Analysis of the Romanian Governmental Communications on Facebook
(Babes-Bolyai University, Faculty of Political, Administrative and Communication Sciences, Public Administration Department, 2023) Zeru, Florin; Balaban, Delia Cristina; Bârgăoanu, Alina
The present study is one of the few studies that examine the social media communication of the Romanian governmental institutions from a systematic perspective accounting for three categories of messages that enhance the goals of pen governance, transparency, participation, and collaboration. Our research contributes to developing the research methodology in the field, given the methodological tool we used based on previous literature on social media communication of public institutions with relevant elements added from political communication. The research focuses on the official Facebook pages of the following Romanian governmental institutions: the Romanian Government, the Ministry of Foreign Affairs, the Ministry of Internal Affairs, the Ministry of National Defense, the Ministry of Transportation and Infrastructure, the Ministry of Education, and the Ministry of Health. Moreover, based on content analysis of N = 2,484 Facebook posts, we examined how different social media content generates differences in citizen engagement. Findings showed that the Romanian governmental institutions we analyzed frequently used Facebook posts. However, we observed significant differences between the institutions regarding message types. Our results align with previous research conducted in other Western countries showing that public institutions mostly used social media for impression management and transparent communication and less for participation and collaboration.
Branding Romania as a ”Tech Country”. Nation Branding in Times of Digital Disruption
(‘Henri Coanda’ Air Force Academy Publishing House, 2020) Cheregi, Bianca Florentina; Bârgăoanu, Alina
In the age of “digital disinformation 2.0” (Bârgăoanu, 2018) and “digital deceit” (Ghosh & Scott, 2018), nation branding has become part of a new paradigm of strategic communication between states, trying to seduce various audiences. According to Korjus (2017), the next big industry to face digital disruption will be our nations. For instance, Estonia’s brand image is based on the idea of a digital state, both for domestic and foreign audiences. In Denmark, Casper Klynge has become the first nation state ambassador to Silicon Valley, describing his job as “techplomacy” (Baugh, 2017). The nation-state is responding to the new communications environment by reinventing itself in the current climate of intercultural dialogue for Europe. An interesting case is to be found in contemporary Romania, ranked 46th in the world, in terms of digital competitiveness at global level (World Digital Competitiveness Ranking, 2019). Overall, the aim of our research is to investigate technology as a soft power (Nye, 2004) instrument for Romania and to analyze how journalists and public actors construct the topic of new technology as a competitive advantage. In doing so, our research revolves around 50 news articles, published in the Romanian quality press (Adevărul, Gândul, România Liberă), employing mixed methods such as framing analysis (Entman, 1993) and critical discourse analysis. The results show that journalists have an active role in constructing technology as a public issue in Romania, related to future policy-making and regulation endeavors, as well as the future of public diplomacy.
Branding Romania in the Age of Disruption.Technology as a Soft Power Instrument
(Editura Accent, 2020) Cheregi, Bianca Florentina; Bârgăoanu, Alina
"In the age of disruption and in today’s platform society (Van Dijck et al., 2019), communication between nation states is influenced by the development of technology. The nation state is responding to the new communication environment through “techplomacy” and through the use of Artificial Intelligence as a strategic asset in the global tech race. Artificial Intelligence (AI), including the strategies to come up with viable AI, has a big potential for nation branding, being also a competitive advantage for countries worldwide. In this context, the aim of our research is to investigate technology as a soft power (Nye, 2004) instrument for Romania and to analyze how the nation brand is constructed in relation to technology. In doing so, our research revolves around the Artificial Intelligence (AI) Strategy for Romania, presented at the IT&C Summit on May 8, 2019, and 50 news articles, published in the quality press (Adevărul, Gândul, România Liberă) employing mixed methods such as framing analysis (Entman, 1993) and critical discourse analysis (Van Dijk, 1993). The results show that there are four dominant media frames: (1) artificial intelligence, (2) the 5G technology, (3) education and (4) smart city, while both journalists and public actors have an active role in constructing technology as a public issue in Romania."
Can AI-Attributed News Challenge Partisan News Selection? Evidence from a Conjoint Experiment
(SAGE Publications, 2025) Zoizner, Alon; Matthes, Jörg; Corbu, Nicoleta; De Vreese, Claes; Esser, Frank; Koc-Michalska, Karolina; Schemer, Christian; Theocharis, Yannis; Zilinsky, Jan
With artificial intelligence (AI) increasingly shaping newsroom practices, scholars debate how citizens perceive news attributed to algorithms versus human journalists. Yet, little is known about these preferences in today’s polarized media environment, where partisan news consumption has surged. The current study explores this issue by providing a comprehensive and systematic examination of how citizens evaluate AI-attributed news compared to human-based news from like-minded and cross-cutting partisan sources. Using a preregistered conjoint experiment in the United States (N = 2,011) that mimics a high-choice media environment, we find that citizens evaluate AI-attributed news as negatively as cross-cutting news sources, both in terms of attitudes (perceived trustworthiness) and behavior (willingness to read the news story), while strongly preferring like-minded sources. These patterns remain stable across polarizing and non-polarizing issues and persist regardless of citizens’ preexisting attitudes toward AI, political extremity, and media trust. Our findings thus challenge more optimistic views about AI’s potential to facilitate exposure to diverse viewpoints. Moreover, they suggest that increased automation of news production faces both public mistrust and substantial reader resistance, raising concerns about the future viability of AI in journalism.
Caracteristici ale freelancing-ului în industriile creative
(Romanian Academy Publishing House, 2018) Leovaridis, Cristina; Antimiu, Roxana; Cârcu, Laura
The present article sets out to clarify the concept of freelancing, with a focus on the characteristics of freelancing in the creative industries. In the last decades, there has been an evolution from traditional jobs to a much more flexible alternative, namely freelancing. A significant part of this article is devoted to the definition of cultural and creative industries, theories and models representative of them, as well as to the enhancement of the economic and social role of creative industries in Europe and Romania. Another part focuses on freelancing on the labor market. The qualitative empirical research is based on semi-structured interview guide, applied face to face on a group of young freelancers, aged 23 to 32, from the urban area, working in the creative industries sector.
Challenges and social vulnerabilities for Romanian seasonal workers in Germany during the Covid-19 pandemic
(2022) Fitzek, Sebastian
In the present study I highlighted the subjective indicators of the quality of life in the Romanian diaspora during the COVID-19 pandemic, using as a case study the situation of Romanians residing in Germany, as well as of Romanians working in seasonal jobs. The data collected were extracted from primary research based on in-depth interviews that I conducted with Romanian respondents living both in Romania and in Germany between April 2021 and August 2021, also with administrative officials from both countries who agreed to present their opinions on the topic under analysis. The secondary databases have largely completed the data specific to a statistical analysis, but without being able to access a complete picture of Romanian migrants in Germany, as many of the specific macro-data for the period 2020 and 2021 are lacking and others are not finalized. An important part of the secondary data comes from statistical sources provided by Eurostat and the National Institute of Statistics. The increasing presence of Romanians in Germany in recent years has become a topic of interest for both countries, involving joint diplomatic efforts, closer communication and a streamlining of legislation and bureaucracy. In order to strengthen administrative and diplomatic relations between the two countries, the need for research on the proposed topic is a major priority for both Romanian and German academic society.
Characteristics of organizational culture and climate inknowledge-intensive organisations
(College of Communication and Public Relations, NUPSPA, 2014) Leovaridis, Cristina; Cismaru, Diana Maria
The article focuses on organizational culture and climate in knowledge-intensive organizations, aiming to identify the specific values and features of climate for each sector.The sample of organizations included organizations from five sectors: higher education, banking and financial, research and development, IT and marketing-advertising. The qualitative design of research included near 80 in-depth interviews with employees and managers. The results showed that climate was based on various characteristics: human relations and friendship in small marketing-advertising agencies and IT companies, competition in large advertising companies. In the research development sector, the climate was based on achieving goals in the private area of the sector ( in higher education as well), while in the public areat of the sector it was based on freedom and creativity. The climate in the banking sector was very different, being based on discipline and obeying rules. From the point of view of the organizational culture, all the interviewed employees of the advertising, IT and banking sector experienced, inside the company, the presence of certain forms of organizational culture. Only half of the interviewees from the higher education sector admit to the presence of an organizational culture in their institution while in the public funded research-development sector, employees reportedly did not experience visible manifestations of any type of organizational culture.
Closing the gap between museums and schools
(Sciendo, 2022-12-12) Zbuchea, Alexandra; Ivan, Loredana; Timofte, Mona Silvia; Iordan, Iulia
Museums’ roles are diversifying considering their dynamic relationships with the present-day economy, society, and communities. Nevertheless, education is the main constant marketing museums’ complex activities. An important part of the educational mission of museums is designed with and for teachers and their students. Nevertheless, these partnerships are complex and they need more understanding for designing more effective educational programs. Having this in mind, the present study analyzes the way primary-school teachers in Bucharest, Romania, interact with museums and how they use their collections as educational resources in class. The qualitative investigation implemented shows that there is a high potential for partnership and teachers need more guidance and cooperation opportunities coming from museum educators and curators.

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