About the Journal
Styles of Communication is an international open access journal which is published bi-annually by the Faculty of Journalism and Communication Studies (University of Bucharest, Romania) in cooperation with the Committee for Philology of the Polish Academy of Sciences, Wrocław Branch, Poland.
The main purpose of Styles of Communication is to show the unity existing within global diversity. As communication implies, besides the transfer of information to others and the decoding of the others’ messages, the production of meaning within (non)verbal texts/objects is closely connected to interculturality, creativity and innovation and it needs a refining of styles in order to avoid misunderstandings.
This journal is a plea for interdisciplinarity as its aim is to include different perspectives on cultural studies, coming from different fields, such as communication, political and sociological studies, public relations, semiotics, linguistics, anthropology, translation studies and so on.
Current Issue
This is the 16th issue, no. 2 of Styles of Communication, the international journal which is published annually by the Faculty of Journalism and Communication Studies (University of Bucharest, Romania) in cooperation with the Committee for Philology of the Polish Academy of Sciences, Wrocław Branch, Poland. From 2009 to 2014, Styles of Communication was published by the “Danubius” University of Galați, Romania.
The main purpose of Styles of Communication is to show the unity existing within global diversity. As communication implies, besides the transfer of information to others and the decoding of the others’
messages, the production of meaning within (non)verbal texts/objects is closely connected to interculturality, creativity and innovation and it needs a refining of styles in order to avoid misunderstandings.
This issue is a plea for interdisciplinarity as its aim is to include different perspectives on communication, coming from different fields, such as advertising, public relations, or journalism.
Full Issue
Articles
-
MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO
Abstract
Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closing concert in Rio de Janeiro attended by 1.6 million people. Grounded in the theoretical frameworks of Aaker’s and Keller’s brand equity models, the study employs a quantitative methodology using a self-administered online questionnaire distributed among Madonna’s international fan communities. The survey examined the most important components of brand equity. The results suggest that Madonna has a firm stronghold in the entertainment world. Notably, most respondents reported that the 2024 tour enhanced her brand’s value on a global scale. This longstanding impact shows her capacity to continue to be an iconic cultural figure and confirms the longevity and power of her brand.
-
THE LANGUAGE OF LUCK: AN EXPLORATION INTO MEDIA DISCOURSE ON GAMBLING IN ROMANIAN NEWS OUTLETS
Abstract
The issue of gambling has become a widely discussed topic. In Romania, this discussion has gained momentum due to public concerns about excessive and unmarked advertising, as well as the proximity of gambling halls to public institutions and schools, posing a risk to young people. Mass-media also plays a crucial role in shaping and directing public opinion. Therefore, this research uses a mixed methods approach, combining quantitative methods with qualitative methods in order to closely examine how the media constructs its narratives about gambling and the individuals involved in such practices. This paper takes into account the predominant frames used in online media coverage of gambling in the general news websites Libertatea and Adevărul and the tabloids Click and Cancan, along with prevailing sentiments and narratives in each case. By using a Media Frames Corpus, the study unveils prevalent themes such as “Policy prescription and evaluation,” “Crime and punishment,” and “Public figures and celebrities”. Notably, sentiment analysis uncovers a pervasive negative tone across all sources, with Click exhibiting the highest negativity. It has further yielded results that showcase general news websites’ focus on legal and regulatory aspects, and tabloids’ tendency to expand on anecdotal, sensational or tragic stories.
-
TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA
Abstract
In today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of user engagement on the Facebook pages of two leading smartphone brands, Samsung and Xiaomi. The research explores the dynamics between messaging strategies (informational and transformational) and user engagement, providing insights into the digital advertising strategies adopted by these brands during the crucial holiday shopping season. The findings suggest that the informational dimension, notably ration message strategy, generated different types of engagement. In particular, ration led to higher levels of sharing than ego. Furthermore, regarding reactions, ration resulted in greater engagement than ego, routine and sensory. This research contributes to understanding digital consumer engagement and provides valuable insights for marketers seeking to optimize social media strategies in the competitive smartphone market.
Book Reviews
-
CHRISTOF AMRHEIN. 2024. Immersive Journalism and 360-degree Videos. An Experimental Approach and the Perspective of the Experts. Cluj-Napoca: Accent. 128 p.
Abstract
Christof Amrhein’s book, Immersive Journalism and 360-degree Videos. An Experimental Approach and the Perspective of the Experts, was published in 2024 by Accent, Cluj-Napoca. The book analyses thoroughly the effects of users’ engagement with 360-degree or immersive videos, as well as the prospects for the future development of 360-degree videos, especially for journalism and cinematic storytelling. According to the author, in today’s society, due to the latest technological developments, there has been a significant shift concerning how people search for information and engage with it. Therefore, the central issue addressed in this book is the “phenomenon of communication through 360-degree or immersive videos (IV)” (p.11). This review aims to analyze and summarize the
book, highlighting its strengths and areas for improvement. -
OANA MARIA CĂLIN. 2022. De la șezătoare la comunitate o line. Revitalizarea tradițiilor românești prin social media. From Gatherings to Online Communities: Revitalizing Romanian Traditions through Social Media. București: Editura Etnologică. 150 p.
Abstract
“From Gatherings to Online Communities: Revitalizing Romanian Traditions through Social Media” represents an important contribution to understanding how national traditions can be reintegrated into modern daily life through digital platforms. This work undertakes a multidisciplinary analysis of the revitalization of Romanian traditions, exploring aspects of authenticity, community, cultural heritage, emotions, and economic impact within virtual communities on social media. Additionally, the research proposes a
conceptual model that defines virtual communities of tradition within the framework of the “living tradition” concept—one of belonging to a group through shared values—and integrates them into contemporary theories of communication sciences. -
MIHAI CHIRICĂ. 2024. Celebritățile digitale și publicitatea. Utilizarea platformelor Instagram și TikTok dintr-o perspectivă comparativă/ Advertising endorsed by digital celebrities. A comparative perspective of Instagram and TikTok usage. București: Trit
Abstract
Mihai Chirică’s debut publication as a unique author is entitled “Advertising endorsed by digital celebrities. A comparative perspective of Instagram and TikTok usage.” The book is the outcome of his PhD thesis, which he successfully defended at Babes-Bolyai University. Due to the extensive literature on the topic, the comparative cross-platform approach, and the mix of qualitative and quantitative results derived from empirical research, this publication is an important addition to the national literature on influencer marketing and social media influencers.