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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 – West 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 – West 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 – West University of Timișoara, Romania ARSENIO JESUS MOYA GUIJARRO – University of Castilla-La Mancha, Spain UROS MOZETIC – University of Ljubljana, Slovenia HORTENSIA PÂRLOG – West 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 – West 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 Timișoara 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 9 / 2016, ISSN 2065 – 099X POLITEHNICA UNIVERSITY OF TIMIŞOARA DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES Volume 9, 2016 Proceedings of the 9th International Conference 26-27 March 2015 TIMIȘOARA, ROMANIA POLITEHNICA UNIVERSITY PRESS TIMIȘOARA – 2016 Copyright © Editura Politehnica, 2016 No reproduction, copy or transmission of this publication may be made without written permission. EDITURA POLITEHNICA Bd. Republicii nr. 9 300159 Timișoara, 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: 09.03.2016 Printing paper: 14 ISSN 2065-099X Printed in Romania Printing order: 15 Printing center, Politehnica University of Timişoara PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 9 / 2016 By way of introduction: Enhancing communication and language use, research and study through science and technology The second volume of the Proceedings emerging from the already traditional conference on Professional Communication and Translation Studies (PCTS) at Politehnica University of Timișoara is linked to a symbolic anniversary: 55 years of using university-made computers in this institution. Politehnica is the first university in the country which designed, built and ran a computer for research and solving real tasks from local and national economy, MECIPT. Among other uses, MECIPT was tested in 1962 for computer-aided translations from English into Romanian. The first correctly translated text read: “You explain the development of science and we help describing the examples”. Later, this particular line was not pursued, but the interest for intertwining the so-called “hard sciences” with humanities is an important feature of research and teaching at Politehnica University of Timișoara. The topic of the 9th edition of Professional Communication and Translation Studies conference organized by the Department of Communication and Foreign Languages in March 2015, Language and communication in the digital age is, therefore, following an established and prestigious tradition. This volume of proceedings continues what has already become a standard for the publications of the Department of Communication and Foreign Languages at Politehnica: linguistic diversity of the contributions, four major areas of interest (professional communication, linguistics and communication, translation studies, foreign language pedagogy), and submission for indexation in major and relevant international databases. The majority of the papers are published in English, but the volume also contains two papers written in French and two in German. The sections of the volume are balanced: the ten articles in the first section focus on Professional Communication, while the other twelve articles focus on linguistics and communication (four), translation studies (six), and foreign language pedagogy (two). As far as indexation is concerned, the first volume of PCTS 9, published in 2015 has already been indexed by CEEOL, Index Copernicus, EBSCO and is also available via Google Scholar and WorldCat. Based on Harzing’s Publish or Perish software, the impact factor of our journal, based on the previously published issues, is remarkably good: Hirsch's h-index - 4, Egghe's g-index - 5, Contemporary h-index, hc-index - 4. The quality of the conference and of the contributions, the peer-review procedure, and the international scientific board are some of the reasons for which we believe that this volume will follow an ascending trend, as well, and that it will contribute to the dissemination of knowledge and advancement of new theories and research findings in humanities and social sciences. The Professional communication section contains articles dedicated mainly to media in the digital age: media and its responsibilities, media literacy, online media – specifically web-TV as a new occurrence. A second group of articles tackles theoretical v PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 9 / 2016 and practical issues in public relations: (re)defining the domain covered by PR, managing image crises in organizations, promoting Romanian touristic resorts (case study). A third group deals with the influence of new channels of communication upon communicational practices, be it the case of Facebook, so lovingly embraced by the student population, the intranet as a powerful managerial tool or the attitudes of students towards online commercial messages. One article analyses contrastively cultural characteristics salient in German and Romanian advertising messages, hinting at the importance of intercultural perception and the necessity of understanding cultural differentiators when putting messages in cultural contexts. The Linguistics and communication section ranges from interests towards integral linguistics, to discourse analysis, the contribution of language in creating and maintaining a public sphere, to semantic change or behavioural and language consequences of synchronization to modernity. The Translation studies section contains six articles, which contribute to building cases and clarifying dilemmas in this field of research and practice. Papers interestingly point to challenges in translating from English into Romanian, from English into Arabic, from Russian into Serbian and vice versa, be it the case of general texts or technical translations, phrasemes or interjections. This section also includes a very useful article on the practice of interpreting in a diplomatic protocol. The two papers in the fourth section, Foreign Language pedagogy, focus on a current concern of faculty members – how to encourage and use the various social contexts to enhance student life on campus – and on grammar for communicative purposes. We are convinced that the variety of papers, methods and schools of thought in this volume will continue to encourage an active professional debate and will create a strong incentive for marking the 10th edition of the Professional Communication and Translation Studies conference as one of the “must attend” academic events in the 2017 academic calendar. Mariana Cernicova-Bucă & Daniel Dejica Timișoara, March 2016 vi PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 9 / 2016 CONTENTS PREFACE………………………………………………….…………………………………….. v CONTENTS ……………………………………………….…………………………………….. vii EDITORIAL BOARD ..……………………………….…………………………………….…... ix CONTRIBUTORS ..…………………………………..…………………………………………. xiv I. PROFESSIONAL COMMUNICATION REDEFINING “PUBLIC RELATIONS” IN THE 21ST CENTURY…………….……….. 3 Mariana CERNICOVA-BUCĂ MEDIA AND ITS RESPONSIBILITIES. THE ROMANIAN SYSTEM OF EDUCATION AND ITS PUBLIC PERCEPTION WITHIN ROMANIAN CONTEMPORARY MEDIA…………………………………………………………………. 7 Adrian PĂCURAR, Lia Lucia EPURE MEDIA LITERACY: CONCEPTS, APPROACHES AND COMPETENCIES…….…… 13 Daniel CIUREL THE ROLE AND IMPORTANCE OF FACEBOOK AMONG STUDENTS IN TIMIȘOARA………………………………………………………………………………….. 21 Vasile GHERHEȘ, Ciprian OBRAD THE IMAGE CRISIS OF THE ORGANIZATION……………………………………….… 27
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