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CNAA / Theses / 2021 / June /

Contemporary media campaigns: theoretical approaches and operational practices


Author: Ceban Marina
Degree:doctor of
Speciality: 10.01.10 - Journalism and Communication Sciences
Year:2021
Scientific adviser: Georgeta Stepanov
doctor habilitat, professor, Moldova State University
Institution: Moldova State University

Status

The thesis was presented on the 17 June, 2021
Approved by NCAA on the 22 December, 2021

Abstract

Adobe PDF document – 0.79 Mb / in romanian
Adobe PDF document – 0.67 Mb / in romanian

Thesis

CZU [070 + 659.3]:316.653(043)

Adobe PDF document 1.94 Mb / in romanian
180 pages

Keywords

media campaign, media phenomenon, social value, social domain, social problem, media product, media tool, design of the campaign, social journalism, social responsibility

Summary

PhD thesis in communication sciences, specialty 571.01 - Journalism and media processes. Chișinău, 2021.

Structure of the thesis: introduction, 3 chapters, general conclusions and recommendations, bibliography of 173 titles, basic text – 151 pages, 7 tables, 7 figures and 5 annexes. The obtained results are published in 11 scientific papers. Keywords: media campaign, media phenomenon, social value, social domain, social problem, media product, media tool, design of the campaign, social journalism, social responsibility. Field of study: Communication Sciences. The aim of the study consists in defining of the concept of media campaign in the contemporary journalistic context by designing the identity profile and the model of its organization and in elucidating of the forms of expression, the semantics of the discourses and the conditions for the manifestation of the media campaigns in the national media. Objectives of the study: researching the roles, functions and objectives of the media campaigns; characterization of identity elements, typology and topics of reflection; analyzing the organizational models and the conditions for their manifestation in the national press; defining the forms of manifestation and the types of messages of the local media campaigns. The novelty and the scientific originality: description of the identity elements and multiple models of the concept, proposing a model of organizing the social action by determinating the steps of the process and identifying the operational practices used by the local media actors. New results for science: conceptualization of media campaigns as (1) journalistic process by identifying organizational operational practices and (2) journalistic product by elucidating the forms of expression and the messages of the promotion actions. Theoretical significance: the theoretical value consists in establishing of the specificity of the national media campaigns and staging the operational practices in scientifically based theses. The applicative value. The established concepts may be used for the elaboration of the guides of launching of the media campaigns and for the elaboration of the journalism manuals. Implementation of scientific results: publication of 11 scientific articles on the subject of the campaign; contributions to national and international conferences.