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Romanian Case: local Aspects of European Business Communication.
Historical and local perspectives on market of communication in Romania
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“Legal and cultural constraints in European Business Communication”
Local Aspects of European Business Communication
EUKO 2010 conference in Riga in August 20
– 22, 2010
http://www.turiba.lv/eng/projects_and_research/euko_2010/about_euko_2010
Dr. Luminita Rosca, Senior Lecturer, Press Department, University of Bucharest
([email protected])
Private mobile phone number: (+4) 0724874349
Madalina Balasescu, Assistant Professor, Press Department, University of Bucharest
([email protected], [email protected])
Private mobile phone number: (+4) 0724542692
University of Bucharest, Faculty of Journalism and Communication Studies (www.fjsc.ro)
Iuliu Maniu, No. 1-3, Complex Leu, Corp A, Etaj 6, Sector 6; Bucharest, Romania
Phone: (+4021) 3181555; (+4)0724390038
Abstract
Historical and local perspectives on market of communication in Romania
The paper that potentially follows the present abstract proposes to present further what we are
considering the key-moments of the developments that have produced within Romanian market
of communication in the last 20-th years, especially underlying the most visible and the most
important processes that have influenced the construction of the institutional field above
mentioned. For Romanian case, we can talk about a few of “the most significant” moments seen
nowadays as key-points for the development of the communication field landscape (industry and
academic issues as well): 1. First: ’90 years that could be profoundly associated with the
“kilometer zero” of the new process of the general reform of Romanian society involving radical
changes within all levels of the general system frame (economical, social, professional,
institutional etc) that have produced after the fall of the communism; 2. Second: the “birth” of
the first formal regulations and institutions regarding communicational field as a part of the postcommunist society implementing the very first steps to follow in order to offer to the market a
framework for further developments; 3. Third: the Romanian EU membership (January, 2007)
having as consequences reorganization processes within media, advertising, public relations and
academic field due to the new EU general regulations; 4. Fourth: the general crisis context that
affected especially small communication businesses but the national holdings as well and print
media, most of all.
1. Historical Approach
Considering those important historical moments as generating the most significant impact within
the field, the objectives of the further paper are as follows: a) the identification of the elements,
general and particular as well, that have generated the evolution of the area of communication
(legislative frame, social expectances, political influences, economical factors, professional
issues); b) the identification of the most important particularities of the industry and of the
institutional actors reaction to the general context by stressing on the core of the market
strategies developed by all actors involved. The analysis will focus especially upon the market
actors and academic actors. The most probably, the main analysis criteria to use further will be
the relation established between tradition and innovation visions as paths to follow during
developing legislative frame or curricular strategies of the institutions involved in educational
process.
The methodological approach refers to secondary analysis of every relevant data, quantitative
and qualitative, concerning the issues put in discussion in the following paper. More precise, the
corpus will be constitute from market analysis, statistics, legislative documents, curricula
programs, mission & vision texts.
For a better contextual understanding of the evolution of the Romanian communication market
during 20 years, the analysis will take place under the theoretical frame inspired by ideas of
some researchers interested in East-European public space and communicational market
developments as well.
2. Qualitative approach
Complementary, the historical approach will be completed by some particularities specific to
Romanian case: industrial configuration, technological developments, consumption structuration
process related to communicational products, the influence of media market on public relations
and advertising industries, the role of the academic and professional training system upon human
resources an personnel recruiting market structuration within PR and advertising industries. In
some points, the proposed study will discuss about the general role of communication within
society.
The research method will be content analysis of the structured interviews with specialists and
professionals involved in communication industry.
The theoretical ideas associated to further study are issued from reference works and studies of
the authors: Adorno; Boorsma, Peter B, van Hemel, Annemoon and Niki van der Wielen; Bruck
P.; Burnett, J., Moriarity; S; Dyer G.; Fill. S.; Hartley J.; G Hoskins, Colin, Stuart M. McFadyen
and Adam Finn; A. Mattelart, Bernard Miege, Pierre Moeglin.