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.
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.
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.
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.
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."
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.
Comportamentul de organizare a evenimentelor familiale
(Romanian Academy, 2013) Predatu, Codruța; Leovaridis, Cristina
The present work aims to identify the main features of the family events’ organizing behavious in Romania, from a comparative perspective between the urban and rural area. The theoretical presentation, from a historical-anthropological point of view, of the role of these events in the life of individuals and the community they are part of, as well as of their way of organization and development, is followed by a secondary analysis of statistical data regarding the current situation of family events in Romania, before, during and after the pandemic, including the effects of the pandemic on the event organization field. Subsequently, the paper focuses on the applied approach, based on a qualitative research carried out through interviews with both event organizers and with people who have been the main actors in family events in the last three years (2020−2023).
Consumer Behavior Towards Apparel E-Commerce in Romania
(2018) Devderea, Ciprian; Toader, Florența
The aim of this paper is to study consumer behavior towards apparel ecommerce in the context of the Romanian market. Besides the local context, the study is concerned with the factors that may influence consumer behavior, and the attitude of Romanian consumers towards online apparel shopping. Therefore, the following objectives were set: to identify the attitude of individuals towards online shopping for apparel in Romania; to find out what are the factors of influence on the consumers' attitude towards buying apparel online, and to identify the advantages and disadvantages perceived by consumers toward buying apparel online. In order to reach these objectives, 14 interviews with young Romanian consumers were conducted. The results of the study revealed two consumer profiles: occasional apparel shopping users and regular apparel shopping users. These two different consumer profiles have different behaviors, but both of them pay attention to the matter of trust and risk, word of mouth, website quality, and customer support, considering them critical factors in choosing online stores over classical brick and mortar stores.
Crisis of confidence in vaccination and the role of social media
(Elsevier, 2021-12) Durach, Flavia; Buturoiu, Raluca; Craiu, Dana; Cazacu, Cristina; Bârgăoanu, Alina
Introduction: The aim of this paper is to review the current situation of vaccine hesitancy, with emphasis on children with neurological disorders, and to present the role social media plays in this situation. Methods: A literature review using the following search words was performed: vaccine* OR immune* AND hesitancy OR confidence AND social media. Results: The search retrieved 277 results; 17 duplicates and 234 irrelevant articles were excluded. 43 articles were fully analyzed. Conclusions: An increasing number of parents are becoming vaccine hesitant. Their motives are complex and nuanced and involve factors related to vaccine safety and efficiency, perceived personal risks and benefits, socio-demographic and psychological characteristics. Attitudes toward vaccination differ in adolescents from their parents. In children with neurological disorders, factors involved in vaccination decision included physicians' knowledge of neurological diseases and parents’ concerns that vaccination would exacerbate the chronic disorder. Unfortunately, the current pandemic is associated with an increase in vaccine hesitancy and brought forward unique determinants. The social media platforms can be a tool for the anti-vaccine movement to spread misinformation, but it can also be valued as a way for promoting health and pro-vaccine information.
Culture and Aging. Exploring older generations through the lenses of shifting patterns
(Department of International Relations and European Integration of the National University of Political Studies and Public Administration, 2023-07-10) Duduciuc, Alina; Bîră, Monica; Ivan, Loredana
Worldwide, the phenomenon of population aging has been acknowledged by statistics, and the irreversible rate of aging presents exceptional challenges. In 1950, only 22% of the European population belonged to the age group of 50+. In 2019, the same age group accounted for 38% of the European population. In the next 30 years, the percentage of older adults (+50 and above) is projected to reach 46% of the population (Rogelj & Bogataj, 2019). However, despite the significant demographic shift, only recently academic researchers and policymakers have begun to recognize the importance of the rapidly growing silver segment within the population structure and its implications for the social and economic development of society for the coming decades. In response to the rapidly growing older market, the business world has reacted differently (Kohlbacher & Herstatt, 2011) to the demand of population aging: some appear to be unaware of the existence of this phenomenon; others are considering it loss-making; while few are actively seeking for solutions to be age-friendly pioneering by developing and promoting innovative products aiming to silver consumers.
Cyber Influence Defense: Applying the DISARM Framework to a Cognitive Hacking Case from the Romanian Digital Space
(NASK – National Research Institute, 2024) Bârgăoanu, Alina; Pană, Mihaela
One of the main lessons learned in the context of Russia’s full-scale invasion of Ukraine starting in February 2022 is that for- eign information manipulation and interference (FIMI) operations are closely coupled with cyber threats. Regardless of whether cyberattacks are followed by an information manipulation compo- nent and vice versa, the merger of the two can be an early indica- tor of the potential for a conflict to escalate from the cyber area to the ground. Our article is premised on the idea that today’s highly technologised information ecosystem is a fertile ground for cyberattacks and information manipulation in the context of FIMI; more specifically, it enables cognitive hacking, meaning hacking the human mind and human cognition altogether through techno- logical disruption and cyber pressure. Starting from this premise, the aim of the article is to highlight the technological determi- nants of cognitive hacking and identify silent or emerging threats that bypass technological sensors and seek to disrupt and manip- ulate the information environment. The empirical part is based on observation as a descriptive method, which is used to analyse a case of cognitive hacking carried out via a YouTube malvertis- ing campaign targeting Romanian users. This case study is anal- ysed qualitatively by matching the DISinformation Analysis & Risk Management (DISARM) framework with evidence collected through Open-Source Intelligence (OSINT) tools, following an innovative analysis structured according to the purposes, actions, results and techniques (PART) model. The extensive analysis of the identified case shows that applying the DISARM framework to cyber-enabled operations can be useful for anticipating and responding to FIMI threats, even when such operations do not appear to have a spe- cific, immediately identifiable purpose.
Despre necesitatea parteneriatului dintre universitate și comunitate
(Fundatia Orient Expres, 2015) Frunzaru, Valeriu
This theoretical study addresses the partnership university – community, a reality that in Western educational area has had a history of several decades. Beyond the EU policy which requires the development of such a relationship, the mutual need for collaboration between the university and the community has begun to manifest as a result of changes in the global economy and the raise of the importance of knowledge in the development of products and services. It should be emphasized that the relationship between university and community is not restricted to economic aspects, it may approach social and civic issues as well. Moreover, we can talk about this relationship as a component of the welfare state. Although there are arguments for developing the relationship between university and community, resistance to change can be an obstacle in this regard.

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