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Professional Communication and Translation Studies CONFERENCE SERIES PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES EDITORS DANIEL DEJICA – Politehnica University of Timișoara, Romania MARIANA CERNICOVA-BUCĂ – Politehnica University of Timișoara, Romania ASSISTANT EDITORS SIMONA ȘIMON – Politehnica University of Timișoara, Romania CLAUDIA E. STOIAN – Politehnica University of Timișoara, Romania ADVISORY BOARD EUGENIA ARJOCA-IEREMIA – University of Timișoara, Romania ȘTEFAN BRATOSIN – Paul Valéry University of Montpellier 3, France MARIANA CERNICOVA-BUCĂ – Politehnica University of Timișoara, Romania IGOR CHARSKYKH – Donetsk National University, Ukraine SEBASTIAN CHIRIMBU - Spiru Haret University / University of Wales, Romania ROGER CRAIK – Kent State University, USA DANIEL DEJICA – Politehnica University of Timișoara, Romania JAN ENGBERG – Aarhus University, Denmark VASILE GHERHEȘ – Politehnica University of Timișoara, Romania GYDE HANSEN – Copenhagen Business School, Denmark LETICIA HERRERO – Autonomous University of Madrid, Spain ANGELIKA IONAȘ – University of Timișoara, Romania DEBRA JOURNET – University of Louisville, USA JEFFREY KILLMAN – University of North Carolina at Charlotte, USA VLASTA KUČIŠ – University of Maribor, Slovenia MARIANNE MARKI – University of Timișoara, Romania ARSENIO JESUS MOYA GUIJARRO – University of Castilla-La Mancha, Spain UROS MOZETIC – University of Ljubljana, Slovenia HORTENSIA PÂRLOG – University of Timișoara, Romania IOAN LUCIAN POPA – Vasile Alecsandri University of Bacau, Romania ILIE RAD – Babes-Bolyai University, Cluj- Napoca, Romania KLAUS SCHUBERT – Hildesheim University, Germany RODICA SUPERCEANU – Politehnica University of Timișoara, Romania JOZEF ŠTEFČÍK – Constantine the Philosopher University in Nitra, Slovakia MIHAELA ALEXANDRA TUDOR – Paul Valéry University of Montpellier 3, France MARIA ȚENCHEA – University of Timișoara, Romania PUBLISHER DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES POLITHENICA UNIVERSITY OF TIMIȘOARA EDITORIAL ADDRESS Professional Communication and Translation Studies Department of Communication and Foreign Languages, Politehnica University of Timisoara Str. Petre Ramneantu 2, Room 204, 300596 Timisoara, Romania Email: [email protected] Professional Communication and Translation Studies is indexed in EBSCO - Communication & Mass Media CompleteTM (CMMC), CEEOL & Index Copernicus DISCLAIMER: The authors are solely responsible for the content of their articles. PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, VOL 8 / 2015, ISSN 2065 – 099X POLITEHNICA UNIVERSITY OF TIMIŞOARA DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES Volume 8, 2015 Proceedings of the 9th International Conference 26-27 March 2015 TIMIȘOARA, ROMANIA POLITEHNICA UNIVERSITY PRESS TIMIȘOARA – 2015 Copyright © Editura Politehnica, 2015 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. EDITURA POLITEHNICA Bd. Republicii nr. 9 300159 Timisoara, Romania Tel. 0256/403.823 Fax. 0256/403.823 E-mail: [email protected] Editorial advisor: Prof. dr. ing. Sabin IONEL Redactor: Claudia MIHALI Printing date: 07.12.2015 Printing paper: 14 ISSN 2065-099X Printed in Romania Printing order: 58 Printing center, Politehnica University of Timişoara PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 8 / 2015 15 years of professional communication research and translation studies at Politehnica University of Timișoara The 9th edition of the conference Professional Communication and Translation Studies (PCTS9) organized by the Department of Communication and Foreign Languages at Politehnica University of Timișoara in March 2015 focused on Language and communication in the digital age. Concerns for human relationships in cyberspace, for how the EU's Digital Agenda resonates with the spirit of our times, the unprecedented expansion of human skills due to digital technologies are vastly discussed by the academic community of the Politehnica University of Timișoara. The first Romanian university-developed and hosted computer, MECIPT (also used to perform computer-assisted translations from English into Romanian and vice versa) was the pride of Politehnica University in the early ’60s of the last century. Nowadays, digital technologies no longer concern exclusively programing and engineering design, but have become relevant for social sciences and linguistics, communication and public relations. Timișoara itself is a citadel in which digital and computer-mediated communication excels. Timișoara became the city where the first digital tree in Romania was “planted” – a solar Wi-Fi charger for mobile devices, which allows up to 840,000 charges of 10 minutes per year. And this is only one example which shows how the city facilitates thus human communication in the digital age. Thus, it is no wonder why in 2015 PCTS9 aimed at encouraging exchanges of ideas on the impact of new technologies on communication, at highlighting the evolution of humanities and social sciences in conjunction with technological innovation, and at investigating how the language industry adapted to the challenges of today’s digitized world. The first PCTS conference was first organized in 2001, and right from the start it became a visible scientific event in the academic community and attracted numerous participants from Romania and abroad. Selected contributions were regularly published in the conference proceedings, in the first years as separate collected volumes, and starting with 2008 on a yearly basis (ISSN 2065-099X). The proceedings’ international advisory board includes renowned scholars from Europe (Denmark, France, Germany, Ukraine, Slovakia, Slovenia, Spain and Romania) and from the United States. Since 2013, the conference enjoys the support of the Romanian Academy of Scientists. A distinctive feature of the conference is multilingualism. PCTS is one of the few events that uses Romanian, English, French and German as working v PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 8 / 2015 languages, which, except Romanian, are also the languages of publication of the conference proceedings. The 2015 edition of PCTS gathered over 140 participants, out of which 65 were affiliated with universities or research centers from the USA, Europe, Asia or Africa. The Romanian participants represented 19 universities, academies and research centers. In the tradition of PCTS, the contributions presented at the conference and submitted for publication were peer-reviewed, and the selected authors will be published in two separate volumes in 2015 and 2016. The current volume reflects the four sections of the conference: professional communication; linguistics and communication; translation studies; and foreign language pedagogy. The volume also mirrors the main research trends in these respective areas. The Professional communication section comprises eight articles dedicated to media and new media, to rhetoric and multimodality in communication, to semiotics, the new language of signs and meanings, triggered by the intervention of new technologies in generating messages for the digitally empowered public. The second section, Linguistics and communication, focuses on Romanian language and anglicisms, citation practices in professional literature (economics), a comparative approach to antonymy and on phonetics from the point of view of challenges for non-native speakers of English in medical communication. The section Translation studies displays the largest linguistic variety – English, German and French. The six articles tackle different challenges of the translator of professional texts, diachronic approaches in translation studies, the digital dimension of language use and the cultural competence which accompanies (or should do so) the translator’s practice. Finally, the Foreign language pedagogy section consists of 4 articles and represents a valuable contribution to teaching English and German in a culturally rich and diverse medium, with traps and challenges which can be successfully addressed by competent and talented professors. The section List of abstracts in English at the end of the volume offers a quick look into the articles that set up the volume. The abstracts are arranged alphabetically, by their authors’ name. In the long tradition of the PCTS volumes, the current volume will also be submitted for indexation in major databases relevant for social sciences and language studies, contributing thus to the dissemination of theories and ideas in our fields of study and research. Mariana Cernicova-Bucă & Daniel Dejica Timișoara, December 2015 vi PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 8 / 2015 CONTENTS PREFACE………………………………………………….…………………………………….. v CONTENTS ……………………………………………….…………………………………….. vii EDITORIAL BOARD ..……………………………….…………………………………….…... ix CONTRIBUTORS ..…………………………………..…………………………………………. xii I. PROFESSIONAL COMMUNICATION HOW MUCH IS INFOTAINMENT THE NEW NEWS? ……………………………......... 3 Nicolae MELINESCU THE IMPACT OF NEW MEDIA ON IOHANNIS’ PRESIDENTIAL VICTORY………... 11 Ada-Maria ȚÎRLEA, Andreea-Nicoleta VOINA RHETORIC OF TETRAD MEDIA................................................................................. 21 Cosmin-Constantin BĂIAȘ THE SOCIALIZATION BETWEEN THE EFFECTIVE AND VIRTUAL PATTERNS.... 27 Delia NADOLU, Bogdan NADOLU MULTIMODALITY AND MULTIMEDIALITY IN COMMUNICATION………………….. 33 Lavinia SUCIU, Muguraş MOCOFAN EUROPEAN COMMUNICATION IN THE DIGITAL ERA. A CASE STUDY ON THE 37 AUDIOVISUAL SERVICES OF THE EUROPEAN COMMISSION……………………
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