Political Communication Aspects in Romania

• Author: Stan A.
• Position: Transilvania University of Brasov
• Pages: 29-34

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 11 (60) No. 2 – 2018

POLITICAL COMMUNICATION ASPECTS

IN ROMANIA

Anamaria STAN1

Abstract: The paper was conducted to identify the attitudes and

preferences of the specialists regarding political communication in Romania.

According to them, political communication should be constant and it should

represent a means by which the proposed political program is promoted in

order to help raise awareness for a particular candidate. The subjects

explained the link between the audience's level of understanding and the

intention to vote. In Romania, television communication and door-to-door

campaigns prevail. These should be complemented by online

communication.

Key words: qualitative research, political communication, in-depth

interviews, political specialists, political marketing.

1. Introduction

The need for political marketing research stems from the main changes taking place in

the political market highlighted by Mihalache (2012): young peo ple look less interested

in traditional politics; voter behaviour has become less predictable; TV and more

recently the internet has become a basic source of political information; the number of

media genres has increased, and the nature of the com petition has changed becoming

more commercial; voters are more critical of political elites and institutions;

participation in traditional politics has fallen, as well as voting, while involvement in

other types of movements and pressure groups has increase d; traditional segmentation

according to geographic criteria, family profile eroded being replaced by other complex

segmentation elements. For example, in Donald Trump's campaign, segmentation has

been made according to the data available on social networks and online: interests,

preferences, behaviour, connections, etc. reaching what specialists call “behavioural

microtargeting” (Puscas, 2016).

Interviewing specialists was considered necessary because the changes we are taking

in the Romanian political sphere must be approached first from the perspective of

specialists who are directly involved in the field and who are best able to explain the

political phenomena presented.

1 Transilvania University of Brasov, anamaria.stan@unitbv.ro