Global television has enabled cultures across the world to meet within the virtual space and interact in terms of decoding, meaning making and appropriating messages. It is also the case of the Romanian audience, a local community of viewers who have long been exposed to highly censored and restrictive programming (under the communist regime) and who are now enabled to identify with the (western) communities they have aspired to. We intend to illustrate our case with TV advertisements, which, generally, provide (...) abundant material for television viewers, with socio-culturally determined profiles, to re-construct meanings into either coincidental or disjunctive semantic outputs. Since the act of consumption is productive, we aim to show that in spite of the possibly conflicting readings of the poly- and multi-semantics of the ads, viewers can coalesce into interpretative communities irrespective of their cultural make and cooperate towards the production of a joint meaning. We consider that this is an illustration of transculturalism at the level of a local audience interacting with the symbolic representations of cultures elsewhere on television. (shrink)

This paper aims to establish and identify the linguistic devices through which the niche printed media specifically targeting a young female local audience identify, shape and construct their ad- dressee by acknowledging their subcultural ideology. Our intention is to trace the measure of congruency between the two types of discourse: of the encoder and of the decoder. Such instantiations as were found at the level of text functions, discourse patterns and strategies, rhetorical and linguistic items testify to our conclusion that (...) the niche printed media – specifically teen-oriented music and lifestyle magazines – gratify a local community of young female consumers by pro- grammatically encoding their cultural products in a language of solidarity with their audience. (shrink)

Malls have become social magnets for people of all social strata, young included, and, in this guise, they apparently emulate churches in their function of ritually congregating people at weekends or on Sundays. In the following we shall endeavour to read the city malls (in Transylvania) from a Cultural Studies perspective with the goal of showing that they function as cultural loci for youth congregation, as well as powerful agencies of identity construction. We aim to prove that through their ritual (...) presence in malls and their consumption and reassignment of meaning to mall space (teens make special use of mall space quite often contrary to, or at least different from, the original intentions) adolescents perform and display self-identities. The underlying assumption is that consumption is symbolic and that teens in malls consume signs and meanings rather than just commodities. During the process, there occurs a construction of sorts, that of self- or group identities, for this is an era where young people increasingly define themselves through what they consume, be it commodities or signs. Our concern is with how malls are appropriated by teenagers, and how through the ritualistic pursuit of leisure and pleasure therein Romanian teens consecrate the function of malls of symbolising a specific world view, a system of beliefs, and a set of attitudes, very much like religion does. Thus, while primarily secular temples (now a commonplace syntagm for malls), malls may be said to epitomize the sacred symbols of young people today1 although, at face value, they seem to tend to mundane rather than spiritual needs. (shrink)

Our aim in this paper is to identify the ways in which the new Romanian television has removed itself from its former (communist) status and orienta- tion, and has tuned in to the global media, in turn undergoing changes prompted, on the one hand, by new communication technologies and, on the other hand, by geopolitical changes per se occurring world- wide. We intend to show how the new types of media, particularly television, having interconnected consumers everywhere into a global village, (...) and having facilitated the segmentation of audiences and the targeting of audiences with narrowly focused messages, have impacted young Romania television viewers. We will also try to track the ways in which global media symbols interact with local specificities and are socially mediated with the direct intervention of culturally situated local young audiences. In addition, we hope to prove that young Romanian television viewers are adept managers of the multivalent televi- sion messages, which they successfully decode in ways that serve their subcultural interests and needs. (shrink)