Interdisciplinary Dimensions of Communication Science
Contemporary Feminist Discourse,
an Interdisciplinary Approach
Abstract: Nowadays, f eminist discourse requires an interdisciplinary approa ch, through the sociology or
media studies. Comparing with other periods of time, the new feminists understood the inherent power of
New Media and tend to use it as a tool, for making their message more popular. Is it effective? Is it a waste of
time? Although, it is premature to draw conclusions, the soc ial facts that are to be used in this research (news,
specific blogs and sites, feedback on social networks) seem to tilt the balance towards a positive impact
created by recent feminist discourse. The aim of this research is to draw the features of the communication
established between feminist organizations, media institutions and media consumers, as it will be revealed
during the three case s tudies proposed. The pattern can be designed as follows: feminist organizations launch
a message; media institutions ignore it or transform it into a piece of news; readers or listeners reach the
message, giving their immediate feedback on social networks, blogs and sites belonging to feminist
organizations or media institutions. Feminist organizations are new comers in Romania, since the oldest of
them being launched 10 years ago, co mparing with European Women's Lobby, socially active for decades.
Among the current Romanian feminist organizations Centrul Filia ( Filia Center), Mame pentru Mame
(Mothers for Mothers) and Pro Women will be analyzed. The novelty of this paper consists mostly in
revealing their online impact on Romanian audience.
Keywords: New Media, feminism, organizations, media consumption, social networks
1.1. The impact of organizations nowadays
Few aspects of modern life are untouched by formal organizations (…) Education, work, politic,
government, religion, social services, charities and frequently leisure activities take place within or
through the involvement of organizations with a greater or lesser degrees of structure and
formalization (Handel, 2003, p.1).
Another sociologist, Anthony Giddens, expresses the unperceivable influence owned by organizations,
stating an example, which became classical in sociology: the modern birth at hospital
organizations play a major part, much more important than it was during any previous periods of time.
Besides being there when a man is born or dies, organizations mark our daily path: each time, when
we use the phone, turn on the water tap, open the TV or we travel, we get in contact with
organizations, much more interdependent than was ever the case before. Many of our requirements
are supplied by people we never meet and who indeed might live many thousands of miles away
(Giddens, 2006, p.638).
Whenever one asks about the organization's existence, will be indirectly wondering about when did
they appear, why are they necessary, how will they evolve, which are the functions implied by their
PhD student, University of Bucharest, Address: 36-46, M. Koglniceanu Bd, Sector 5, 70709, Bucharest, Romania, Tel.:
+4021307 73 00, Fax: +4021313 17 60, Corresponding author: firstname.lastname@example.org.
Once, all of us were born at home. Starting with the '50s, the habit of giving birth at hospital became a common fact and this
social change determined important effects upon the Modern Man. Few of us felt a special connection to the place of our
birth, a large and impersonal hospital (Giddens, 2006, pp. 312-313).