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"Discourse analysis Romania."
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The Virality of TikTok and New Media in Disrupting and Overturning the Election Cancellation Paradigm in Romania
This study uses natural language processing (NLP) techniques to analyze the political discourse of the surprise presidential candidate, focusing on linguistic patterns, sentiment distribution, and recurring themes. This study addresses the problem of how TikTok virality and algorithmic amplification mechanisms can influence electoral outcomes in Romania, analyzing whether heuristic boosting strategies can distort traditional political paradigms. The text corpus included over 3915 words extracted from the candidate’s speeches, with the most frequent terms being “sovereignty” (271 occurrences), “democracy” (164 occurrences), and “freedom” (80 occurrences). The analysis revealed that 57.8% of the content was neutral, 10% conveyed positive sentiment, and negative sentiment was absent. A word frequency analysis highlighted the candidate’s strategic emphasis on concepts related to national identity and participatory democracy. Sentiment analysis revealed an intentional use of neutral language to maintain balance, with occasional positive terms maintaining confidence and optimism among voters.
Journal Article
Rhetorical Consensus About the EU? Comparing Established and New Parties in Europe
In recent decades, researchers have approached the topic of new parties, often explaining how they emerge, adapt to political systems, and gain supporters. However, little research has looked at how discourses differ between new and old parties. The present paper aims to cover this gap by looking at parties’ manifestos and their discourses in relation to the European Union to establish whether there are differences in their views. The study includes the manifestos of political parties that have received over 1% of votes in the latest national elections in 12 EU countries. The qualitative content analysis focuses on 101 electoral manifestos that were published between 2019 and 2024. This paper contributes to the literature that focuses on new political parties.
Journal Article
The Escalation of Organizational Moral Failure in Public Discourse: A Semiotic Analysis of Nokia’s Bochum Plant Closure
We examine the processes involved in the escalation of a plant closure from a local concern to a perceived organizational moral failure that commands national attention. Our empirical case covers the controversy over the decision of telecommunications giant Nokia to close a plant in Germany, despite having received significant state subsidies, and the relocation of production to Hungary and Romania. We conducted an inductive study that utilizes a semiotic analysis to identify how various actors framed the controversial plant closure and sought to cast it as moral failure. Our analysis uncovered two distinctive moral framings of the plant closure and revealed how key actors used evocative labels to frame these events in moral terms. These moral framings drew in additional stakeholders, generated more widespread media coverage, and turned the case into an organizational moral failure in the eyes of the national public. We contribute to the literature on organizational moral failure by theorizing its escalating process and elaborating why and how local events may become moral issues of interest to broader stakeholder groups.
Journal Article
Downplaying Euroscepticism in Mainstream Media: The Schengen Accession of Romania and Bulgaria
Scholars have expressed concern about the growth of Eurosceptic discourses in the media since Taggart’s (1998) article on Euroscepticism. While some progress has been made in understanding the media’s role in increasing Euroscepticism, previous studies have primarily focused on Western European media discourses. This research aims to address the knowledge gap on Eurosceptic discourse in Eastern Europe by analysing the impact of the veto against Romania and Bulgaria’s application to join Schengen, as reflected in mainstream media. The research question is: To what extent the Eurosceptic discourse arose in both countries in the weeks before and after the Justice and Home Affairs Council (8–9 December 2022)? The findings indicate that mainstream-mediated discourse employed a strategy of downplaying Euroscepticism. The Romanian and Bulgarian political class labelled the failure to join Schengen as “disappointing,” “unfair,” “unjustified,” and “regrettable.” This research provides evidence of how mainstream media discourses addressed the issue while promoting the European integration project by minimising Euroscepticism.
Journal Article
Generation X versus Millennials communication behaviour on social media when purchasing food versus tourist services
Knowledge and proper understanding of the needs, expectations, desires, demands, values or preferences of Generation X and Millennials is an essential goal of any company. The mission of marketers is increasingly difficult because they have to develop a marketing mix able to target efficiently all customers, invoking satisfaction and loyal behavior. Communication strategy therefore has a special role to play. While Millennials are easier to target, persuade even influence through social media, Gen Xers are more conservative, preferring to look for additional information about products and companies themselves, which makes the marketer's job even more difficult. Nowadays, social media plays an increasingly important part in influencing consumers and their consumption behavior. Being able to expand beyond geographical borders, social media creates strong links between consumers in different states and social environments. The results reveal that Millennials have stronger affinity with, and place greater reliance upon online information than Gen Xers. From a managerial perspective, this paper provides retailers with the opportunity to better understand the behavior of customers of different ages, making their targeting more successful.
Journal Article
PLANNING HATVAN: URBAN PLANNING AND REPRESSION IN ONE OF BAIA MARE’S ROMA NEIGHBOURHOODS (1950-1989)
This paper starts from the premise that social space, the state space, is a socially productive territory characterized, among others things, by hierarchical social, economic and political relations. This hierarchical dimension of space comes to the fore when researching the urban marginalization of Roma people in Romania. The mechanisms of exclusion employed by the state against Roma groups are situated in a wide range of other policies, among which uneven territorial development ranks chief. As such, this paper seeks to analyse the junction between these processes. It asks the question: how did the process of urban planning reinforced the urban marginalization of Roma people during socialism in Baia Mare? In order to address this question, I mobilize the results of two years of archival research in the city of Baia Mare, coupled with the discursive analysis of this archival material. I perform a diachronic analysis of how Roma people were targeted by state practices of urban marginalization, such as stigmatization, criminalization and repression. I show how the policies of systematisation of Baia Mare shaped the territory of a particular neighbourhood – Hatvan, attempting to manage and control the Roma population there. Throughout the 1960s, Hatvan was considered a focal point for crime. This led to a large-scale plan to completely transform the area through evictions, demolitions and the displacement of Roma people. The result was a place that was seen as clean, ordered and lawful social space, which became what is currently known as the Vasile Alecsandri neighbourhood. However, this space continues to this day to be one of social marginalisation, economic deprivation and institutionalised racism.
Journal Article
Strategic Horizons: Comparative Lessons on Higher Education Internationalization from Romania and Poland
This article presents a comparative analysis of internationalization strategies at two leading higher education institutions (HEIs) in Central and Eastern Europe: Universitatea Babeș-Bolyai (UBB) in Romania and the University of Warsaw (UW) in Poland. Drawing on formal policy documents from the two institutions, the study employs content and discourse analysis to examine how institutional visions, goals, and actions articulate internationalization as a strategic imperative. Findings reveal both convergence and divergence in approach. UBB adopts a pragmatic, five-year operational strategy oriented toward measurable growth in international student recruitment, expansion of foreign-language programs, mobility diversification, and comprehensive student services. Its initiatives, such as the Françubb francophone project and alumni ambassador networks, underscore a market-driven, niche-focused model shaped by national legal constraints on joint degrees. By contrast, UW embeds internationalization structurally within its broader institutional strategy, envisioning joint and multiple-degree programs, multilingual curriculum expansion, and mobility as a permanent feature of study. Anchored in the 4EU+ European University Alliance, UW positions itself as a European trend-setter, aiming to integrate internationalization into its institutional culture through systemic reforms and cultural transformation. The comparison highlights shared emphases on alliances, mobility, curricular internationalization, and student integration, while also underscoring distinctive pathways shaped by national contexts and institutional ambitions. UBB exemplifies operational pragmatism within constraints, while UW embodies aspirational integration aligned with European higher education reforms. Together, the cases demonstrate the diversity of internationalization models in newer EU member states, illustrating how HEIs translate global imperatives into locally responsive strategies.
Journal Article
Social factors mediating human–carnivore coexistence: Understanding thematic strands influencing coexistence in Central Romania
Facilitating human-carnivore coexistence depends on the biophysical environment but also on social factors. Focusing on Central Romania, we conducted 71 semi-structured interviews to explore human-bear (Ursus arctos) coexistence. Qualitative content and discourse analysis identified three socially mediated thematic strands, which showed different ways in which perceived interactions between people, bears and the environment shape coexistence. The \"landscape-bear strand\" described perceptions of the way in which the landscape offers resources for the bear, while the \"landscape-human strand\" related to ways in which humans experience the landscape. The \"management strand\" related to the way bears was managed. All three strands highlight both threats and opportunities for the peaceful coexistence of people and bears. Management and policy interventions could be improved by systematically considering the possible effects of interventions on each of the three strands shaping coexistence. Future research should explore the relevance of the identified thematic strands in other settings worldwide.
Journal Article
Rhetorics of Hope and Outrage: Emotion and Cynicism in the Coverage the Schengen Accession
Discourses on European integration and Euroscepticism have benefitted from increased interest after Brexit. Researchers point out that there is a great variance from one national context to another and that there is a gap in the literature concerning non-elite discourses and perspectives from Central and Eastern European countries such as Romania. The Eurobarometer findings of early 2023 indicate a shift in Romanian public opinion towards Euroscepticism. To better understand the potential causes for these shifts, we approach the politicisation of the issue in Romania through an analysis of online news headlines and related social media news sharing metadata. In the aftermath of the decision not to accept Romania and Bulgaria, this research investigates shifts in the media framing of the Schengen issue and EU over two months (from October 15 to December 15, 2022) in the 14 most accessed Romanian online news sites (with more than 10 million visits per month). Quantitative analysis of news headlines (N = 3,362) shows that the coverage focuses on Romanian politicians in power and emphasises conflict. Furthermore, the analysis of the interactions produced by news sharing of the analysed sample shows the impact of the political rhetoric encouraging the boycotting of Austrian companies in retaliation for the denial of Schengen Area accession: scapegoating and disenchantment with politics and politicians. The two-step approach used and results that use Facebook interactions as indicators of public resonance of politicisation and strategic framing may be replicated in future research.
Journal Article