MAPPING HETEROGENEITY: QUALITATIVE RESEARCH IN COMMUNICATION Loredana Ivan, Corina Daba-Buzoianu, Brenden Gray (Editors) Mapping Heterogeneity: Qualitative research in Communication Copyright © Loredana Ivan, Corina Daba-Buzoianu, Brenden Gray (Editors) Copyright © TRITONIC 2014 pentru ediția prezentă. Toate drepturile rezervate, inclusiv dreptul de a reproduce fragmente din carte. TRITONIC Str. Coacăzelor nr. 5, București e-mail: [email protected] www.tritonic.ro Descrierea CIP a Bibliotecii Naționale a României IVAN, LOREDANA Mapping Heterogeneity: Qualitative research in Communication / Loredana Ivan, Corina Daba-Buzoianu, Brenden Gray (Editors) Tritonic, 2014 ISBN: 978-606-8571-51-5 I. DABa-BuzOIANU, CORINA II. GRAY, BRENDEN Coperta: ALEXANDRA BARDAN Redactor: BOGDAN HRIB Tehnoredactor: DAN MUȘA Comanda nr. 39 / iunie 2014 Bun de tipar: iulie 2014 Tipărit în România Orice reproducere, totală sau parțială, a acestei lucrări, fără acordul scris al editorului, este strict interzisă și se pedepsește conform Legii dreptului de autor. Loredana Ivan, Corina Daba-Buzoianu, Brenden Gray (Editors) MAPPING HETEROGENEITY: QUALITATIVE RESEARCH IN COMMUNICATION Table of Contents P ART 1. REMARKS ON QUALITATIVE RESEARCH IN COMMUNICATION 9 Loredana Ivan, Corina Daba-Buzoianu, Brenden Gray PART 2. IDENTITY CONSTRUCTION AND SOCIAL MEANINGS 17 1. Analyzing cultural identities in an intercultural historical approach: a critical discussion of the methodological assumptions 19 Grigore Georgiu, Alexandru Cârlan 2. Hijab as a symbol of identity. The case of the Romanian Muslim women 41 Corina Daba-Buzoianu, Elena Negrea-Busuioc, Cristina Cîrtiţă-Buzoianu 3. Taste, fashion and adolescence identity: the social function of fashion trends 55 Alina Duduciuc 4. Personal Identity as Phenomenology of Capable Man 71 Lorena Stuparu PART 3. SEMIOTICS, PRAGMATICS AND REFLEXIVITY 85 1. Speech text/image act and class habitus: practicing agency through photography 87 Brenden Gray 2. Beyond an ethics of privilege. Suffering and agency in the age of mediated uncertainty 117 Saiona Stoian 3. Metareference in Visual Communication 147 Odette Arhip, Cristian Arhip PART 4. PERFORMING NARRATIVITY: FROM LIFE STORIES TO STORYTELLING 163 1. Understanding of inclusion through digital storytelling: A case study of assessing the impact and effectiveness of workshops across Romania 165 Camelia Crișan, Mark Dunford 2. When the social documents are standing by the black marketers (Bişniţarii) 187 Antonio Momoc, Zoltan Rostas PART 5. APPLIED COMMUNICATION: INQUIRING BEHAVIOURS AND ATTITUDES 205 1. Elders and the use of mobile phones in Romania: Results of semi-structured interviews 207 Loredana Ivan, Mireia Fernández-Ardèvol 2. An example of figuration – night time workers. A qualitative research among the workers of a call centre from Bucharest 221 Ramona Marinache 3. How do young people visit museums? 237 Alexandra Zbuchea PART 6. DISCOURSE ANALYSIS 257 1. Power legitimating in Romanian identitarian discourses. The case of Schengen file in Romania 259 Mălina Ciocea, Livia Popa 2. Normalization of Romanian political discourse on Facebook. The Schengen issue 283 Cătălina Grigoraşi, Florenţa Toader 3. Discourse analysis in French communication research 311 Odile Riondet PART 7. MEDIA COVERAGE AND MEDIA REPRESENTATION 329 1. Implementing a social policy in the health care sector: the media construction of the process 331 Adela Elena Popa 2. Communicating science: how Romanian newspapers reflect archaeological discoveries 361 Monica Bîră 3. Frame analysis, emotions and social media 377 Ioana Alexandra Coman, Camelia Cmeciu 4. Web Content Analysis and news sites: Advantages and limitations 399 Georgeta Drula PART 8. INTERCULTURAL COMMUNICATION 433 1. Three Countries, One Profession: Comparative Analysis on Evolution of Journalism Culture in Post-Communist Poland, Romania and Moldova 435 Natalia Milevschi (Vasilendiuc), Paulina Barczyszyn 2. Intercultural communication in the 21st century: Multilingualism, new media and technology: divide or bridge for building a socially intelligent EU 469 Mariana Nicolae, Roxana Marinescu, Mihaela Zografi 3. Pre-Service Teachers’ Intercultural Communication Competence 491 Hasan Arslan, Ferda Beytekin, Sari Hosoya P ART 9. COUNSELING STUDIES 505 1. Career counseling in the postmodern Era 507 Spyros Kriwas 2. Academic coaching – a human development chance for building future carriers 535 Cornelia Maxim, Laura Mohorea, Alina-Alexandra Kartman PART 10. STRATEGIC COMMUNICATION 565 1. Advertising campaign storytelling for different product categories. A comparative study of local and global brands 567 Mădălina Buga-Moraru 2. The evaluation of cause-related communication through qualitative research, a gateway to sustainable planning of communication campaigns 599 Anca Topliceanu Part 1. REMARKS ON QUALITATIVE RESEARCH IN COMMUNICATION Remarks on qualitative research in communication L oredana Ivan Corina Daba-Buzoianu Brenden Gray The international conference, Qualitative Research in Communication, held in 2013 at the National University of Political Studies and Public Administration in Bucharest set out to explore a range of topics related to the qualitative research in communi- cation including narrativity, social identity construction, media, framing, discourse analysis and semiotics, intercultural, organiza- tional and counseling communication. Papers from a various range of national contexts were presented, a selection of which are com- piled in this volume Mapping Heterogeneity: Qualitative Research in Communication. The conference is the result of several years of qualitative studies in communication conducted at the National University of Political Studies and Public Administration and is already developing into a research project in which we aim to in- vestigate the practices of qualitative research in communication in different cultural contexts. The volume does not focus on method- ology, but rather gathers papers in which scholars have used quali- tative methods in communication research. 12 | Loredana IVAN, Corina DABa-BuzOIANU, Brenden GRAY (Editors) Through the volumes’ preliminary remarks we aim to introduce a set of critical signposts and questions into this heterogeneity. These are centered on the ontological status of qualitative research in communication; the conceptual implications of bringing the theory and practice and communication into contact with those of qualitative research. By investigating the other’s reality and by analyzing how the other gives meaning to life, qualitative research is strongly linked to cultural studies. Moreover, qualitative research highlights the re- lation between researcher and research, as it reveals how research is being represented in different cultural environments and the way the individual experience is revealed. Qualitative methodologies are products of the Western Europe and Nord American nineteen and twenty’s century scholars (Taylor & Lindlof, 2013). These west- ern epistemologies have had a significant influence on qualitative research in other countries, scholars arguing about the universal- ization of certain cultural elements used in interpreting qualitative data. This idea is grounded on the relation between the qualitative research and the representation of the colonized world (Denzin & Lincoln, 2005), and implicitly on the post-colonial and post-com- munist politics. Considering all these, this volume is the first in a series of studies in which we aim to investigate the practices of qualitative research in communication in different countries. Constructing meanings Qualitative researchers are generally preoccupied with the real- ity of the ‘field’, and try to decipher it by investigating the represen- tational construct. Researchers in communication are concerned with the role that social representations have in social reality regu- lation, and are aware of the fact that social representation compete MAPPING HETEROGENEITY: QUALITATIVE RESEARCH IN COMMUNICATION | 13 to monopolize this regulation. As the process of meaning-making has a significant importance for researchers in communication, qualitative research becomes crucial. A special attention is being given to the relation power-text, with emphasize upon how power is encoded in texts. Generally, the analysis of texts are prioritized over the analysis of acts and performances because texts apprehend, “fix and frame” (Kress 2009, pp. 76-77). Social meaning is thus ‘read off’ text and situa- tion is backgrounded. Given their interest in the constituting and legitimizing powers of language, communication researchers deal primarily with how texts represent and mediate social action. In contrast to traditional field researchers, discursive research seems to assume that the way that various texts ontologically mediate and shape says more about social reality itself than the phenomena that they are said to mediate and shape. Considering these, we may ask why communities of practice would seek to integrate the social and practical concerns of the social inquirer with the textual and dis- coursal concerns of the communication inquirer. Qualitative research in communication highlights the extent to which power is invested in language. Critical projects in this domain and those with claims to reflexivity would therefore aim to develop reliable methods to describe power-in-action, in social practice and therefore demonstrate how power is fixed in language. It should also take into consideration the fact that research text in itself