Styles of Communication is an international open access journal which is published annually by the Faculty of Journalism and Communication Studies (University of Bucharest, Romania) in cooperation with the Committee for Philology of the Polish Academy of Sciences, Wrocław Branch, Poland. From 2009 to 2014, Styles of Communication was published by the “Danubius” University of Galați, Romania.

The main purpose of Styles of Communication is to show the unity existing within global diversity. As communication implies, besides the transfer of information to others and the decoding of the others’ messages, the production of meaning within (non)verbal texts/objects is closely connected to interculturality, creativity and innovation and it needs a refining of styles in order to avoid misunderstandings.

This journal is a plea for interdisciplinarity as its aim is to include different perspectives on cultural studies, coming from different fields, such as communication, political and sociological studies, public relations, semiotics, linguistics, anthropology, translation studies and so on.

Call for papers -

Vol. 15/ 2023

All researchers are invited to submit their original research articles, book reviews, review articles by

- April 15, 2023, Vol. 15, n° 1

- October 15, 2023, Vol. 15, n° 2

The research may cover communication studies, political and sociological studies, public relations, semiotics, linguistics, anthropology, or translation studies.

See Submission / Author Guidelines for further details.

No submission, processing and publication charges.

Proposals will be sent to:

stylesofcomm@fjsc.ro


ISSN 2065 – 7943

E-ISSN 2067-564X


Styles of Communication is published under a Creative Commons Attribution 4.0 International (CC BY 4.0) license

SStyles of Communication is indexed by ERIH PLUS, Index Copernicus, Genamics Journal Seek, EBSCOhost, DOAJ databases and it is recommended by the Polish Ministry of Science and Higher Education.

Current issue

Vol 14, No 2 (2022)

Table of Contents

All articles are published under a Creative Commons Attribution 4.0 International (CC BY 4.0) license.

Articles


On-Pack Communication: Ingredients Information Containing Metaphorical Cues Increases Processing Confidence, Product Evaluations and Purchase Intentions (PDF)

https://doi.org/10.31178/SC.14.2.01

Yalım ÖZDİNÇ

Abstract: Information on the back of packaged consumer goods, such as the ingredients list, is increasingly becoming a purchase-decision influencer in informed consumer markets. However, processing such content is mainly challenging due to metacognitive impairment caused by technical terminology use (e.g., Ascorbic Acid instead of Vitamin C), which affects the purchase decision-making process. Therefore, this study examines whether metaphorical-cue use (e.g., “dispatches an elite nano-coating force with heavy defensive armament” for a sunscreen—metaphor italicised) influences consumer product evaluations and purchase intentions by increasing their confidence in processing the ingredients information. Two experiments, using a 2 (metaphorical cue: yes, no) × 3 (packaged consumer good: food, drink, drug) between-subjects factorial design, recruited samples comprising student surrogates (N experiment 1 = 1326) and supermarket shoppers (N experiment 2 = 956). Ingredients panels containing metaphorical messages elevated consumers’ confidence in processing the ingredients information even when it was only partially understood. Such confidence yielded more favourable product evaluations and higher purchase intentions. These results show that supplementing the ingredients panel with metaphorical cues could turn this less-understood section into a seller by resolving consumers’ metacognitive impairment.

Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims (PDF)

https://doi.org/10.31178/SC.14.2.02

Fabia-Roberta BERA, Maria-Mălina BERAR, Oana-Mihaela GRIVASĂ, Ioana IANCU

Abstract: Health concerns are the main reason for healthy product purchasing. Likewise, the packaging plays an important role in the decision-making process. The present paper investigates the health halo effect and the Mandela effect produced by the nutrient content claims on the packaging of food products (chocolate). The main objectives are: to determine if the respondents remember ingredients and claims that are not actually listed on the packaging, to investigate if the existence of nutrient content claims on the packaging determines a more positive perception on the healthfulness of the product and a higher purchase intention, and to explore if risk-avoidance claims (Low sugar and Cholesterol free), in comparison with benefit related claims (Vitamin A and High in fibers) are more likely to determine a more positive healthfulness perception of the product and a higher purchase intention. A 1x3 survey-based experiment has been conducted on 160 young adults in Romania. The results show that, regardless of the situation, subjects tend to remember a high number of ingredients and claims that are not actually written on the packaging. The nutrient claims, in comparison with the lack of them, play an important role in shaping a positive healthfulness perception and a higher purchase intention. Finally, the risk-avoidance claims seem to have a more positive effect.

Pragmatics of Audiovisual Text: Dynamics of Establishing Authority in Doctor-Patient Relationship in TV Series “In Treatment” (PDF)

https://doi.org/10.31178/SC.14.2.03

Aušra POKVIETYTĖ

Abstract. In natural communication speakers and hearers unconsciously follow some rules that are scientifically investigated by linguistic pragmatics. Even though dialogues in films are created, they mirror natural conversations. Consequently, research methods of linguistic pragmatics are equally beneficial for the investigation of audiovisual texts. Combining theoretical approaches of politeness, implicatures, discourse analysis and multimodality, the study seeks to disclose the process of establishing an authority in a doctor-patient relationship. As a research material, an episode from an American TV Series In Treatment created by Rodrigo Garcia was selected. Both verbal and non-verbal channels were essential for the dynamics in switching between negative and positive politeness. Non-verbal information was also vital for implicatures, when the participants were trying to identify who is in charge and establish the authority relationship.

Mapping Twenty Years of Digital Empowerment in Romania: Limits and Challenges (PDF)

https://doi.org/10.31178/SC.14.2.04

Natalia VASILENDIUC, Alexandra BARDAN

Abstract. The quick process of digitalization has proven to be a significant component in the structural transformation of the local public space during the last two decades, notably after Romania’s accession to the European Union. This has been the case notably since the advent of social media applications. Significant societal shifts have occurred because of recent developments in Internet access and mobile broadband usage, as well as in the technological architecture of communication networks. These advancements, along with a paradigm change in communication that alters the conventional notion of political and media communication, have also contributed to these societal shifts. The democratization of access to information as well as the means of information production has been accompanied by changes in the function of civic associations as well as the emergence of new kinds of digital activism, opening new opportunities for democratic engagement. Moreover, the elimination of exclusionary effects produced by the digital divide, and the promotion of digital literacy as a method of resolving major concerns linked to the social and political functions of digital communication and as a means of encouraging the development of growth-enhancing elements in the networked information economy are the main sources of challenges that Romania is currently facing. Our study provides a map of the difficulties associated with adjusting to global trends and the impact of social media on Romanian politics and society in general, as identified by the studies that were selected; however, it does not critically consider the empirical approach and results that were obtained by those studies.