Tendecies in Communication Through Mass Media and the Economic Implications Nationally and Internationally

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1 Tendecies in Communication Through Mass Media and the Economic Implications Nationally and Internationally Ph.D.Student Terchilă Sorin Faculty of Economics, Lucian Blaga University of Sibiu, Romania Abstract In the present research I will analyze the reactions and opinions of the interviewed persons regarding the directions in communication through mass media and also the economic implications nationally and internationally. At the same time, it is aimed at presenting some comparisons between: classic mass media channels (TV, Radio, Newspapers) versus digital, online and mobile media. Thereby, I will use the interview as a qualitative research method, to confirm or infirm the hypothesis of the present research. Key words: Mass media, communication, tendencies, impacts. JEL classification: M Introduction At the beginning of the 21 st century, audiovisual communication monopolized particulary the individual's life and society in general. All other forms of communication have been put into the shade.[1] Literati, worried about the metamorphoses that occur in the human mind, dominated by the audiovisual environment and its effects, initiate debates on current issues of media culture, that are conclusively talked about in the works of the International Colloquium, entitled Television - Art or politics? [2], organized by the European Institute of Culture and Education through Image, and Hyperion Academic Society, dedicated entirely to culture and media. The new political and social conditions, established as a result of the fall of the communist regime and changes of governments, led to a vertiginous development of the mass media, particulary the audiovisual. Turning points in this area have resulted in radical changes in form and content of television programs, and the attenuation of European ideological censorship opened new paths for an independent development. The most important step was to obtain freedom of expression. Audiovisual communication has become a free environment for diverse cultural messages, accessible to all social classes, regardless of political beliefs, religion, race etc. Even the approach of current reality has expanded into a multidimensional area, events are analyzed and discussed from different points of view. On TV, disagreements are accepted, and discussions and debates on different issues ar at case. Another significant moment was the appearance of several radio and TV programs (national and privately held), including taking over foreign ones. But, along with its release from under the ideological censorship, media fell into the other extreme, the so-called economic race. Along with the whole society, which is becoming increasingly privatised and commercial, and the audiovisual is trading. The new market relations require to the media system, both the private and public sector, to solve their financial problems single-handid. Thus, information is "a product like any other, which sells and buys profitable or costly, condemned once it becomes unprofitable."[3] 2. Case Study In this research, I will analyze the reactions and opinions of the respondents on the directions in communication through the media, and also the economic implications nationally and internationally. Thereby, I'll use the interview as a qualitative research method in order to confirm or to rescind the hypothesis of this study:

2 a)in the next period ( ), budgets invested in communication campaigns nationwide will record an increase over the period b)public institutions in Romania will develop effective communication strategies through media. c)the main traditional media channels will not decrease, but rather develope based on an ascending direction of online and mobile communication segment. The topic of the interview is: Directions in communication through mass media, and economic overtones nationally and globally. The main purpose of the research is to present the respondents reactions on both directions in communication through the media, and economic overtones nationally and internationally. The interview was addressed to individuals residing in major cities of Romania, but also to several people living in the United States of America, and in countries of the European Union, such as Germany, France, Italy and Austria, aged over 20 years, with university education, working in public or privately-owned companies, who have visited a large number of countries, Undoubtedly, this category consists of people who are very often informed by the media and have a permanent contact with media organizations in each country. Furthemore, these people have very clear terms of comparison regarding mass media activity at European level. The interview was applied to 20 people. Average duration of the interview was 25 minutes, including detailed answers to all questions. The interviews took place between 25 th February th March After summarization, interpretation and analysis of the answers, I'll answer the two research questions stated: -Whereto are global media organizations heading, and what are the expectations from the audience? -To what extent will communication strategies optimize in the public sector, in Romania? The structure of the interview is as follows: 8 open-ended and closed-ended questions whose main objective is to measure the respondents reactions on both directions in communication through the media, and economic overtones nationally and internationally. At the same time it is aimed at presenting some comparisons between: classic mass media channels (TV, radio, printed media) versus digital, online and mobile media. At the end of the interview, after the 8 questions that follow the goals stated before, I have asked two more questions, whose main objective is to acknowledge the age and the actual residence of targeted subjects. I have chosen a structured interview in order to keep the same number of questions and the same disposal for all the respondents, likewise for the profound approach on the topic of the research. I will interpret and analyse the answers for each question in the interview guide In your view, how do you think the budgets invested in communication campaigns will change nationwide, during ? After addressing the first question in the interview guide, these percentages arise, in terms of amending budgets invested in communication campaigns: - about 80% of the respondents believe that budgets for the period will increase on a small scale as compared with that budgets for the period will increase to a great extent as compared with - about 5% of the respondents believe that budgets for the period will stay abreast of the period - about 5% of the respondents believe that budgets for the period will decrease on a small scale as compared with 2.2. Which of the following types of media channels do you think will score the biggest changes worldwide, during ? After addressing the second question in the interview guide, these percentages arise, in terms of evolution of media organizations worldwide, by category: - about 75% of the respondents believe that online segment will score the biggest changes over the next five years, globally.

3 that radio will score the biggest changes over the next five years, globally. printed media will score the biggest changes over the next five years, globally. - about 5% of the respondents consider that television will score the biggest changes over the next five years, globally Please explain your opinion about the media channels category that will score the largest changes worldwide, over the next five years. I will present the main opinions and arguments of the respondents on the evolution of media organizations worldwide, by category: - "I think the online tends to grow more and more, trying to cover a larger number of branches. - There is a trend in using massivelly the online channel, and it will probably increase in the next years, I hope that radio and print media won t fall. - The ONLINE segment is the one that will score the biggest changes, since investments in this field are enormous at present, Also, the interest of the population increases continuously and thus will increase the online audience. - The technology is developing quickly and online media keeps up, and the society adapts very fast. - The online will be the first source of information, which would lead to a customization of the online in order to meet every individual s needs. - I believe that television, radio and online platforms will record positive changes, and printed media will record negative changes globally. - Printed media will disappear to a great extent, probably it will move online. - Market penetration with devices that allow internet access - smartphons, tablets etc.-is becoming larger and larger, leading to a taking over of the information by the online channel. - I think in future the emphasise will be laid on online media, counting that lately information travels much faster online, costs are lower and perceptiveness, especially of young people, is very high. (A clinching example could be the campaign of President Klaus Johannis in 2014). - The online has the highest rate of growth worldwide, and I believe that this will continue On what type of programs broadcast through the media do you think will be laid more emphasis during , globally? After addressing the fourth question in the interview guide, these percentages arise, in terms of trends of media programs worldwide, over the next three years: - 60% of the respondents consider that during , the emphasise will lay more on economic, social and political news, - About 25% of the respondents consider that during , the emphasise will lay more on gossip and TV shows, - About 15% of the respondents consider that during , the emphasise will lay more on entertainment shows, 2.5. To what extent do you do you think that most public institutions in Romania will develop effective communication strategies through the media? After addressing of the fifth questions in the interview guide these percentages arise, in terms of confidence in the development of public sector in Romania: - about 75% of the respondents have little confidence regarding the development of public sector in Romania. - about 25% of the respondents have great confidence regarding the development of public sector in Romania To what extent do you think that the mobile communications segment will develop, worldwide? Question number 6 brings in the the evolution of a mass media category, especially in terms of its impact on the economy and society, The results are as follows: - about 90% of the respondents believe that mobile communications segment will grow hugely in the coming period, and the impact will be proportional as concerns the economy and society. that mobile communications segment will not

4 score high growth in the coming period, 2.7. Do you think that in the near future the main traditional media channels will go out of use? (television, radio, newspapers) Please explain your answer. I will present the opinions and arguments of the respondents on the eventuality for traditional media channels to be closed or directed towards the online or mobile environment.the main responses of the respondents were: - Printed media will die out, if we consider the current trend. I don t think that television and radio will go out of use, but they will probably be associated with the online and accessed from mobile devices. - Printed media reduces the activity in favour of the online and mobile segment. - They will not go out of use but they will lose ground, and the audience will be shared with online platforms. - I do not think they will go out of use, but I believe that online media will become leader of information. - I do not think they will go out of use, they are the basis for development of other media channels. - No. There are still traditional media channels and an audience that has a fancy for them. - In the near future traditional channels will not die out because the man got used to them, they are at hand especially for people who do not have internet access, smartphone, PC or they simply don t know how tu use these means. - No. There will always be a target audience for any media channel. - No, the romanian society is not ready yet. - No, at present they are the main channels of communication, the Internet is expanding but there are still quite a few people who do not use the internet. - No, because they are the main sources of information and can not be replaced. - In the near future I do not think they will die out, but the audience will decrease a lot favourable to the online. - No, but they will decrease as a percentage." 2.8. What are your expectations from media organizations in Romania during ? Please explain your answer. I will present the opinions and arguments of the respondents as regards both the public expectations and demands, seen as general audience. The main responses of the respondents were: - "To communicate only relevant and useful information for the population, and to consider a permanent internal development. - Better information in a short time, if possible even in real time. - I wish they would no longer lay as much emphasis on gossip shows, but emphasise those that deliver educational information, good and objective news and high-class entertainment. - To provide information that is accurate, complete and timely. - To participate actively in refuting corruption infractions, tax evasion and money laundering. - To improve the way communicating information and their quality as well. - During I want a smaller involvement, or none at all, of politics in mass media, and these, whether radio, television, print media or online, to be able to work real, and to deliver professional and impartial information to citizens. - To be objective and impartial in political terms. - Not to bring to the fore only negative aspects of the economy and society. - Economic news of social interest, national security, and things like that. - More quality information, editorial independence, less gossip and handling. - To promote less gossip shows and news. - To provide accurate information, uninfluenced politically or built to achieve certain political goals." 2.9. How old are you? Questions were addressed to people aged over 20 years, as follows: - 60% of the respondents aged 20 to 30 years. - 40% of the respondents aged between 31 to 40 years Where do you live at present? The questions were addressed to people living in the United States of America and in Europe - mainly Romania ( Bucharest, Sibiu, Brasov, Cluj-Napoca), Germany, Franta, Italia and Austria.

5 3. Results and conclusions Most interviewees consider that the budgets for the period will increase remotely as compared to Most interviewees believe that the online segment will score the biggest changes worldwide over the next five years, stating the next main arguments: The online segment is the one that will score the biggest changes, since investments in this field are enormous at present, worldwide; Also, the interest of the population increases continuously and thus will increase the online audience; The technology is developing quickly and online media keeps up, and the society adapts very fast; The online will be the first source of information, which would lead to a customization of the online in order to meet every individual s needs. Most interviewees consider that during , the emphasise will lay more on economic, social and political news, Most interviewees have little confidence regarding the development of effective communication strategies in the public sector in Romania. Most interviewees consider that mobile communications segment will grow hugely in the coming period, and the impact will be proportional as concerns the economy and society. The main opinions and arguments of the respondents on the eventuality for traditional media channels to be closed or directed towards the online or mobile environment were: Printed media will die out, if we consider the current trend. I don t think that television and radio will go out of use, but they will probably be associated with the online and accessed from mobile devices; Printed media reduces the activity in favour of the online and mobile segment; They will not go out of use but they will lose ground, and the audience will be shared with online platforms; I do not think they will go out of use, but I believe that online media will become leader of information; I do not think they will go out of use, they are the basis for development of other media channels. The main expectations and demands of the public, seen as general audience, relating to mass media organizations were : To participate actively in refuting corruption infractions, tax evasion and money laundering; During I want a smaller involvement, even none at all, of politics in mass media, and these, whether radio, television, print media or online, to be able to work real, and to deliver professional and impartial information to citizens; Economic news of social interest, national security, and things like that; To be objective and impartial, in political terms; Not to bring to the fore only negative aspects of the economy and society. Acknowledgment This work was supported by the strategic grant POSDRU/159/1.5/S/133255, Project ID (2014), co-financed by the European Social Fund within the Sectorial Operational Program Human Resources Development References [1] Mucică,D. Creativitate şi industrii culturale în Secolul 21. Cultura şi mass-media, editată de Uniunea Scriitorilor din România şi Fundaţia Culturală Secolul XXI, Bucuresti, 2006 [2] Mucică,D., Despre televiziune, diversitate culturală şi comerţul cu servicii audiovizuale în Televiziunea Artă sau Politică? Volum îngrijit de Dana Duma şi Geo Saizescu, Editura Victor, Bucuresti, 2005 [3] Halimi,S., Noii câini de pază, traducere din limba franceză de Felicia Dumas, Editura Meridiane, Bucureşti, 1999