Globalization and Changing Patterns in the Public Sphere
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Copyright 2010, Comunicare.ro All rights reserved. Parts of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise provided that the names of the authors and the title of the volume are clearly stated. Faculty of Communication and Public Relations 6 Povernei, Bucharest, Romania www.comunicare.ro ISBN 978-973-711-262-0 The authors are entirely responsible for contents and language editing. The publication of this volume is supported by Burse doctorale pentru dezvoltarea societii bazate pe cunoatere BDSC POSDRU/88/1.5/S/63181, project co-financed by The Euro- pean Social Fund through the Sectoral Operational Program Human Resources Development 2007-2013. Descrierea CIP a Bibliotecii Naionale a Romniei GLOBALIZATION AND CHANGING PATTERNS IN THE PUBLIC SPHERE Globalization and changing patterns inthe public sphere / edited by: Nicoleta Corbu, Elena Negrea, George Tudorie Bucureti: Comunicare.ro, 2010 Bibliogr. ISBN 978-973-711-262-0 I. Corbu, Nicoleta (ed.) II. Negrea, Elena (ed.) III. Tudorie, George (ed.) 32.01(063) Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 2 GLOBALIZATION AND CHANGING PATTERNS IN THE PUBLIC SPHERE International Conference November 12-13, 2010 Bucharest, Romania National School of Political Studies and Public Administration Center for Research in Communication College of Communication and Public Relations in cooperation with Romanian-U.S. Fulbright Commission Selected Papers Edited by Nicoleta Corbu, Elena Negrea, George Tudorie Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 3 Scientific Committee Alina Brgoanu National School of Political Studies and Public Administration, Bucharest, Romania Lee B. Becker James M. Cox Jr. Center for International Mass Comunication Training and Research, Uni- versity of Georgia, USA Denis Benoit Institut des Technosciences de lInformation et de la Communication, Universit Montpellier 3 Universit Paul-Valry, France Alexandru Crlan National School of Political Studies and Public Administration, Bucharest, Romania Simon Cottle Cardiff University, UK Paul Dobrescu National School of Political Studies and Public Administration, Bucharest, Romania Bruce Gronbeck University of Iowa, USA Dorina Guu Romanian-U.S. Fulbright Commission, Bucharest, Romania Justin Lewis Cardiff University, UK Valerie Palmer-Mehta Wayne State University, Michigan, USA Marina Popescu Department of Government, University of Essex, UK Remus Pricopie National School of Political Studies and Public Administration, Bucharest, Romania Andreas Schwarz Institute of Media and Communication Science, University of Ilmenau, Germany Tudor Vlad James M. Cox Jr. Center for International Mass Comunication Training and Research, Uni- versity of Georgia, USA Alexandra Zbuchea National School of Political Studies and Public Administration, Bucharest, Romania Organizing Committee Nicoleta Corbu National School of Political Studies and Public Administration, Bucharest, Romania Dorina Guu Romanian-U.S. Fulbright Commission, Bucharest, Romania Elena Negrea National School of Political Studies and Public Administration, Bucharest, Romania George Tudorie National School of Political Studies and Public Administration, Bucharest, Romania Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 4 Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Media, Globalization, and the Public Sphere 1. Florin Constantin DOMUNCO, Bogdan IVACU, Student Lifestyles in the Social Media Context (tefan cel Mare University of Suceava, Romania; Valahia University of Trgovite, Romania) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 2. Raluca TUDOR, Les blogs de tourisme outil danalyse de limage de la Roumanie dans le rseau global des destinations touristiques (cole Nationale dtudes Politiques et Administratives, Roumanie) . . . . . . . . . . . . . . . . . . . . . 23 3. Bryan HALL, Kant on Geniuses and Scientists in the Public Sphere (Indiana University Southeast, USA) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 4. Georges MADIBA, La constitution dun espace public tribal en milieu urbain (LACREM, Dpartament des Sciences de la Communication, Cameroun) . . . . . . . . . . . . . . . . 49 5. Mohd Nizam OSMAN, Muhammad Pauzi Abdul LATIF, Developing a Conceptual Framework on Analyzing Effectiveness of Information Communication Technology (ICT) Sustainability Projects in Rural Communities of Malaysia (University of Putra, Malaysia) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Media, Public Opinion, Political Actors 1. Marcus LEANING, The Transformation of the Public Sphere, Media Technology and the Media / Social Ecology Perspective (University of Winchester, UK) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 2. Martin PASQUIER, Raphael VELT, Can Virtual Communities Change Politics? A French and American Perspective on Participatory Political Social Network Sites (Universit Lyon 2 Lumire, France) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 3. Lee B. BECKER, Nicoleta CORBU, Qingmei QING, Using Voter Lists as Sampling Frames: Two Studies on Vote Choice and Turnout (University of Georgia, USA, National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 5 4. Sofia FRUNZ, Ctlina GRIGORAI, Florena TOADER, The Influence of the Candidates Name on Vote Intention (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 125 5. Bogdan-Alexandru HALIC, Ion CHICIUDEAN, Corina BUZOIANU, Monica BR, The Released Image of Political Actors Taking Part in the Romanian Electoral Process in 2008 and 2009 (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 135 Reconfigurations of the European Public Sphere 1. Alina BRGOANU, Paul DOBRESCU, Adina MARINCEA, Does Europe Come to Save Us or to Scold Us? An Analysis of the Media Discourse on EU Funds (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 149 2. Mlina CIOCEA, Constructing a Cosmopolitan Public through Deliberative Journalism. The Case of Romanian Media Civic Campaigns (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 163 3. Elena NEGREA, What Makes the European Public Sphere Still a Prospective Project? (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 179 4. Grigore GEORGIU, Lage de la conjonction. Images de la mondialisation, images de lEurope (cole Nationale dtudes Politiques et Administratives, Roumanie) . . . . . . . . . . . . . . . . . . . . 191 Marketing and Organization Management in the Global World 1. Florina PNZARU, Alexandra ZBUCHEA, Cristina GALALAE, Marketing Strategies Development within Romanian Companies in the Context of the Global Economic Crisis. Case Study: The Automobile Market (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 209 2. Elena-Mdlina IORGA, Dan Florin STNESCU, Explorative Pilot Study Regarding the Relationship between the Emotional Labor and Burnout in Direct Sales Representatives (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 221 3. Daniela VERCELLINO, Drago ILIESCU, Lay Representations of Occupational Stress in the Romanian Culture (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 235 4. Ivona ORZEA, Constantin BRTIANU, Knowledge Creation Determinants in Organizational Environments (Academy of Economic Studies, Romania) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247 5. Dorina GUU, Alina DOLEA, Images and Nations. The Role of Cultural Institutes (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 257 6. Dan Florin STNESCU, Eva Alexandra PIROC, Adina IACOB, The Severity of Academic Dishonesty: A Comparison of Faculty Perception and Student Self-Reporting Perspective (National School of Political Studies and Public Administration, Romania) . . . . . . . . . . . . . . . 271 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 6 Introduction Enganging the (European) Public Sphere in the Global Age Nicoleta CORBU Elena NEGREA George TUDORIE Traditionally, the College of Communication and Public Relations organizes annually an International Conference that gathers members of the academia and professionals in commu- nication and related fields from all over the world. This years Conference topic touched the widely discussed phenomenon of globalization and the transformations triggered by global communication in the functioning of the public sphere. The Conference aimed at examining, through a critical lens, the increasingly substantial effects of globalization on society as a whole (in terms of politics, economy, knowledge production and diffusion, organization management, marketing, human resources development, policy-making, media and commu- nication). Furthermore, it sought to make a useful contribution to the ongoing debate over the nature and content of the concept of public sphere and its relation to the emergence of a communication arena within the European Union. It has been commonly acknowledged that the ideal of democracy associated with the Greek polis, in which ordinary people can participate directly in the process of decision- making, cannot be realistically applied to the complex mass societies of our time. Nonethe- less, the democratic ideal of intact public communication still remains the guiding principle of the exercise of critical evaluation to which people (need) subject the actions of govern- ments and political actors. In light of these thoughts, the prospects of genuine public partici- pation and deliberation within a supranational structure such as the European Union seem rather bleak. Recent criticism of the EU has been directed at its allegedly democratic and communication deficits. This has ignited an intense debate over the measures to be taken in order to overcome these deficits. The solution that many debaters have considered best fit for the problems the EU is currently facing is the consolidation of a European public sphere, a process which would bring citizens closer to the EU, and, hopefully, would favor a proactive support of EUs initiatives. In spite of the flourishing literature on the topic, the rationale behind the emergence of a European public sphere as well as the structure of such a public space for deliberation on EU- related issues are still subject to hot debate among theoreticians. Euro-optimists advocate the benefits of a functioning European public sphere, whereas Euro-skeptics question its very Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 7 existence. To this point, there is hardly a unanimously agreed solution to explain or justify the need for a communication and deliberation arena within the EU. The same goes in terms of making clear the role of this arena in the consolidation of a European identity (whether we consider this identity in terms of citizenship, territory, democratic processes, etc.), as well as its contribution to the future of the European integration process. The discussions triggered by the papers presented at the Conference have aimed to answer some of these issues while rais- ing further inquiries concerning the possibility of a functioning public sphere within the EU. In addition to this kind of contributions, the Conference has favored further discussions on the impact of the transformations of the (European) public sphere upon every dimension of a society (be it political, economic, cultural, communicational, etc.). To use Zygmunt Baumans words, we hope that the lively debate generated by the Conference has meant a step towards the successful explaining of this unfinished adventure called Europe. The conference volume includes a wide range of approaches to globalization and the pub- lic sphere, which have been assembled in four sections. The Media, Globalization and the Public Sphere subdivision comprises papers touching general aspects of global and media transformations of the public sphere. Scholars from different countries analyze in this context the theoretical, philosophical or sociological grounds of the concept of the public sphere. The second section of the volume Reconfiguration of the European Public Sphere puts together several important views on the topic of the consolidation of a public sphere within the EU. Papers either question the very conceptual and historical foundations of a European public sphere, or discuss the consequences that such a construct entails for the development of a discourse on the EU funds. Other papers examine the media transforma- tions to both national and European public spheres. The Media, Public Opinion and Political Actors chapter of the volume brings together papers which focus on the influence of media on the formation of political opinions as well as on the construction of the image of political candidates. We also included in this section papers which present methodologically-based approaches to media coverage of election cam- paigns. Transformations triggered by new media to the (political) public sphere constitute yet another topic critically investigated in some of the papers the reader will find in this section. The fourth part of the volume covers a wide range of views included under the umbrella of Marketing and Organization Management in the Global World. This section comprises a solid collection of mostly research papers in which current global challenges to different types of or- ganizations are examined. Consequences of the world economic and financial crisis on the de- velopment of marketing and management strategies of organizations are thoroughly discussed. This volume stands as proof of the richness and the complexity of the discussions gener- ated by the International Conference on Globalization and Changing Patterns in the Public Sphere. The organizers and the editors alike would like to thank all participants to this aca- demic event for the efforts they made in preparing their contributions and for their willing- ness to share their ideas with other members of the academic and professional communities. It is our hope that their ideas will be heard beyond the gates of these communities. 8 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 8 Media, Globalization and the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 9 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 10 Student Lifestyles in the Social Media Context Florin Constantin DOMUNCO* tefan cel Mare University of Suceava, Romania Bogdan IVACU Valahia University of Trgovite, Romania Abstract: Social communication studies show an increasing interest for the phenomenon of Social Media. The occurrence of Social Media has its roots in what Manuel Castells calls the network society. Seen as a new area of human interaction, as the virtual extension of contemporary society, Social Media has become a ubiquitous mechanism in the construction of social reality. The most affected cate- gory is the young people. For this study we have chosen the students to be our target population because of their easier access to the computer-mediated reality that the university offers to them. The aim of the study is to identify how Social Media changes the student lifestyle. The need to achieve this topic is justified by the co-presence of three elements: 1. the unlimited possibilities of the development of various forms of Social Media worldwide; 2. the exponential growth rate of the number of everyday users; 3. the lack of a clear, research-based image of the Social Media phenomenon and its degree of usage within Romanian student campuses. A questionnaire survey used in two Romanian universities enabled a quantitative picture of the Social Media phenomenon and produced sustainable arguments for other future researches. Keywords: student lifestyle, social media, network society 1. Introduction Technological innovations in the IT and mobile communication fields transformed the means of communication between individuals. In respect to young people, who are more easily adaptable to technological developments, personal relationships, and group relation- ships and, by extension, even attitudes and behavior are evolving in correlation with the evo- lutions of the most used communication environment at this time, the online medium. Under their pressure, lifestyles adopted by different social categories are changing. Impact of new technologies is grater on adolescents and young adults that find themselves in a continuous (and sometimes Sisyphus) process of gaining social status. * Contact: fdomunco@yahoo.com. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 11 Although the contemporary society offers an easier access to information, information managing proves to be most of the time difficult. The new configuration of the contemporary social reality is dominated by the emergence of the network society. Its main characteristic is the absence of a Center. This fact allowed the growth of the individuals adaptability to unforeseen situations within the network society model. With the emergence of the internet, this new type of society began manifesting a flexibility never before encountered in previous societal models. While the social actors of traditional societies had only the imposed reality of their environment as a space for manifestation, network individuals have the possibility of expression within the virtual extensions of the network society, identifiable with what we call social networking communication or the Social Media environment. Behaving like a social barometer, Social Media offers to the individual the possibility of action upon social reality from within an artificial zone. Thus, we witness the birth of a mechanism that has the potential to generate leverage in the processes of social construction and reconstruction, in the benefit of society and individuals alike. In the crossroads between adolescence and maturity, young adulthood has the advantage of a high degree of mobility and tolerance of its members mindset. This is the reason why youth is more open towards accessing the novelties that the network society has to offer. Having this new social reality as a starting point, this study proposes the identification of a few changes that Social Media produces in the lifestyle of a privileged Romanian youth category, university students (privileged through easier access to new communication tech- nologies, offered by the academic institutions). To do so, we propose first a theoretical incursion to clarify key concepts. 2. Theoretical Framework of the Research 2.1 Network Society and Social Ties One of the most frequent naming for the current social development stage is the Infor- mation Age. Manuel Castells (1996) considers its apparition possible largely due to the co- existence of three elements: 1. the unprecedented development of the information technolo- gy, 2. the crisis of the capitalist and communist systems and 3. the apparition of significant social movements with potential of development and transformation of the social construct (such as environmentalism and feminism). Together, the three processes (technological, eco- nomic-political and social) cooperate towards designing a new social construct: the network society. Functions and processes of the Information Age are organized incrementally in net- works. Networks represent the new social morphologies and the diffusion of the network logic modifies substantially the mechanics and the result of the production, experience, power and culture processes. Although the network shape of social organization existed in other times and spaces, the paradigm of the new information society offers the premise of its expansion in the totality of social structures (idem.). The conceptualization of the network society is further shaped in connection to the definition of power in the information society. Castells considers power is no longer concentrated in institutions (the state), organisations (private companies) or symbolic controllers (churches, mass-media). It is diffused within the 12 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 12 global networks of power, information and images, that flows within a variable geometry and disembodied geography (Castells, 1997). According with this interpretation, the new power is no longer the asset of institutions, but of informational and visual codes produced by networks. These codes and images reflect the dominant logic of the network society. Castells makes a distinction between Net and Self. He notices a cleavage forming between the complex production structures and power, organized in network form, and the individual identities of those involved in the organizational structures. The network-individ- ual division is a recurring them in the study of postmodern society, even before the Castel- lian analysis. Theoreticians such as Anthony Giddens, Featherstone or Jan Van Dijk noticed the existence of an opposition between social expansion of processes like globalization or corporatism and the assertion of individual and cultural identity at a micro-group level (Featherstone, 1990, Giddens, 1990, Van Dijk, 1997). As macro-level transformations work faster, movements of individual or cultural identity at micro-level are more engaged. The connections that happen within the network society are defined by the concept of social ties. Granovetter defines them as the connections established between individuals that bring them closer, indicating at the same time the strength of the ties. The strength of ties between two or more individuals can be evaluated according with the time spent together, the emotional intensity of ties, the degree of familiarity and intimacy, as well as the reciproc- ity between those involved (Granovetter, 1973: 1361). Ties are classified in two major cate- gories: weak ties or individuals considered simple acquaintances and strong ties, formed with close friends and family members. A third category, intermediary ties, is used to mark the individuals situated between the two primary types of ties (Wellman et al., 1996). 2.2 Social Media The main change generated by the network society paradigm is in the means of commu- nication between individuals. New and diverse forms of communication appear, influenced by new technologies, and Social Media is one of them. The term Social Media is certainly, very vast. The way it integrates, like an umbrella-concept, many forms of online communi- cation generated a diversity of definitions. Lon Safko and David K. Brake offer a general definition of Social Media the totality of activities, practices and behaviors of groups and communities of the online medium, more precisely those activities and practices that gener- ate and broadcast information through Web 2.0. Safko and Brake use the term conversation- al media to describe those elements of Web 2.0 that facilitate the creation of informational content, traditionally known as User Generated Content: words, images, video and audio sequences or combinations of all (Safko & Brake, 2009: 6). We can assimilate to this description applications such as YouTube or Flickr, that allow the interactive transfer of videos, images and posting comments on those materials, interactive encyclopedias (Wikipedia) or blogging platforms such as Wordpress. However, Safko and Brake consider the social networking websites, such as MySpace and Facebook as the most significant rep- resentatives of the social Media concept. Media, Globalization and the Public Sphere 13 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 13 14 Globalization and Changing Patterns in the Public Sphere 2.3 Student Lifestyle in the Social Media Age In Romania, studies on the student youth lifestyle were conducted by C. Schifirne (1973, 1982, 1986). Within this analysis of student lifestyle, some observations were made regard- ing extra-academic socialization and means of spending free time. Thus, it was observed that, before the evolution of computer mediated communication, three activities were pre- ferred: theatre shows, reading and open our activities (Schifirne, 1982:, 103). Another find- ing of these studies shown that university lifestyle has an integrating characteristic to the future professional evolution of the student (Schifirne, 1982: 121). Western studies on youth lifestyle confirm the fact that interpersonal relationships among young people are structured under the form of a development logic sustained by the educational institutions. There is a cultural agreement upon the fact that the ability to relate with individuals from the same social group is a key component of the individual development of social competence (Berndt, 1996: 355; Newcomb, Bagwell, 1996: 289). One of the major characteristics of student life is the obsession for status. Milner suggests that this obsession exists due to the still-limited economic independence young people have in this stage, and states that large gatherings of friends, romantic rendezvous and the influ- ence of pop culture are elements that play a central role in the development and maintaining of social status (Milner, 2004: 4). Identifying the cool generating elements the supreme synonym when referring to social status for adolescents and students is essential in estab- lishing attitudes towards sex, race, social class and sexuality (Bettie, 2003). Indirectly, these elements lead to the apparition of identity classification systems and the identification of young people with a few social sub-groups jocks and burnouts (Eckert, 1989), nerds and normals (Kinney, 1993: 22), or freaks, geeks and cool kids (Milner, 2004). Currently, relationships and social dynamics initiated within traditional social establish- ments (academic classes, coffee shops, students dorms, etc.) are expanding within the spaces created by social Media. The Digital Youth project, coordinated by Ito, Baumer, Bit- tanti and Boyd identifies 3 types of social participation intermediated by SM: hanging out, messing around and geeking out. Hanging out corresponds to relationing practices built on simple friendship bases. Messing around is a transitional frame between the other two frames. It describes the usage forms of SM in educational purposes, as young people treat with increased earnestness the elements that interest them not only personally, but also professionally. The third frame of participation identified by the authors, Geeking out, refers to the intense, even obsessive, usage of online communication forms by the young people. Taken together, the three types of participation offer a flexible referential framework that describes the forms of youth interaction through SM (Ito, Baumer, Bittanti, Boyd et all, 2009). For most of the young people, Social Media is not an alternative or virtual world (Abbott: 1998: 103). More likely, its perceived as another connection method with friends and acquaintances, a unitary component of lifestyle (Osgerby, 2004). Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 14 3. Research Methodology In order to test the research hypotheses we used the survey method. This method allowed us to identify the determinant factors that influence our study population to adopt behaviors and attitudes that can be included within the general concept of lifestyle. The theoretical par- adigm Social is socially determined (Singly, 1998: 29) became in these conditions an essential element in defining our investigative task. The subjects of the research are students of the Universities tefan cel Mare from Suceava and Valahia from Trgovite. The motivation for choosing the two public univer- sities is the balance of technical and humanistic sciences available in the curriculum of both institutions, as well as the possibility of undertaking all three forms of university study: bachelors degree, masters thesis and philosophy doctor. The study used a convenience sample. 210 students participated in the study (105 from each university). From the 105 students of USV, 63 are (60%) and 42 male (40%), while the UVT sample was composed by 58 female students (55,24%) and 47 male students (44,76%). Data collection was made through a survey filled by the students during classes through self-administration. The research instrument was composed of 19 questions (18 closed and one opened question). The study took place from 3 to14 May 2010. Defining Key Terms In the context of this study, we understand lifestyle as a set of behaviors determined by a coherent set of interests or social conditions, while being explained and justified by a set of values, attitudes and interdependent orientations that becomes, in some conditions, the basis of unitary social identity for those that use it (Stebbins, 2004: 65). In order to operationalize the concept of lifestyle we took into consideration 3 dimen- sions: values, attitudes and behaviors. These indicators were intended to identify the impor- tance of work, family, friends, spare time, religion, money, politics among students, their attitude towards social changes, information sources and Social Media, as well as the behav- ior of students during their spare time. We understand by student the person that follows the classes of an institution of supe- rior learning. The effective operationalization of the concept follows the following identifi- cation data: faculty, major category, year of study, level of study and occupation. The noticeable elements through which we intended to measure the impact of Social Media on the students lifestyle are the following: Social networking (Facebook, Hi5, MySpace etc.), Blogging, Micro-blogging (Twitter, etc.), Photography and art sharing (Flickr, Picasa etc.), Video sharing (Youtube etc.), Wikis (Wikipedia, Scholarpedia etc.), Livecasting (Skype etc.), Virtual Worlds (Second Life etc.). Research Question and Hypotheses RQ 1: What are the most popular forms of Social Media among students? H 1: If students use Social Media, then the most common form of usage of SM is social networking. Media, Globalization and the Public Sphere 15 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 15 16 Globalization and Changing Patterns in the Public Sphere RQ 2: What is the relationship between the students usage of social Media and the lifestyle he adopts? H2: Students who are more Social Media active have a more favorable perception on the society they live as a whole. 4. Data Analysis The first research question was formulated in order to identify the degree of popularity of Social Media among students. In order to do so, the frequencies obtained by compiling the answers to questions A9 and A11 were taken into consideration. The percentages for each category were calculated in report to the total number of answers. As the data from Table no.1 suggests, Wikis have the largest popularity among students, with 90.04%. They are fol- lowed by Video sharing and Social networking with 88,10% and 83,10% respectively. Table 1. A9. To which degree you are familiar with the following forms of Social Media? (largely and very largely familiar) The first hypothesis supposes that students who use Social Media are more likely to be using social networking as its most common form. During the testing of RH 1 we were inter- ested to identify if the high level of familiarity of students with different forms of social Media (largely and very largely familiar) influences in any way the frequency of usage for these forms. In other words, we sought to find out if an independent variable (in this case, the degree of familiarity of students) affects or influences a dependent variable (usage of SM applications). Figure no. 1 shows that there is a report of reverse proportionality among the two that acts differently in respect to every dimension SM analyzed. % total respondents Social networking (Facebook, Hi 5, MySpace etc.) 83.10% Blogging 62.70% Micro-blogging (Twitter etc.) 31.60% Photography and art sharing (Flickr, Picasa etc.) 44.60% Video sharing (Youtube etc.) 88.10% Wikis (Wikipedia, Scholarpedia etc.) 90.40% Livecasting (Skype etc.) 41.80% Virtual Worlds (Second Life etc.) 10.70% Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 16 Figure 1. A11: Percentage of daily usage from the total of sample familiar with SM. The larger percentage of those who use SM daily is confirmed in the case of the results for question C4, where 53% of those who have an account on a SM application chose as form of manifestation social networking (see Figure 2). Figure 2. C4: Please name the forms of Social Media where you currently have a person- al account, in order of their importance. On order to identify the relationship between the degree of presence of students in the Social Media area and the lifestyle they adopt we compared the answers offered by the respondents that use at least one form of SM daily with the answers of those that use SM a few times by month or dont use it at all. Thus we noticed that in regards to trust in other peo- ple, most of the students that use SM (42,4%) chose the answer not great, not little (see Figure 3). In case of respondents that do not use SM we can see an equal distribution between great and little trust. The report between the values of the media between the answers regarding trusting people in 3 to 2,92 in favor of the students that dont use the exist- ing forms of Social Media regularly. Media, Globalization and the Public Sphere 17 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 17 Figure 3. Students trust in people. As for the freedom of choice and ones control on his life the difference is in the SM users favor. (Figure 4) Figure 4. Total freedom of choice and control on ones life The results registered following the statistical compiling of data indicates a partial confir- mation of research hypothesis no. 2 (a slight advantage of SM users concerning the percep- tion of freedom and control over their life, but a lesser trust in people), and regarding the research question no. 2, we can say that the ties existing between the degree of activity in the SM area and lifestyle are weak 5. Data Interpretation The intention of our study was to offer an image of the student lifestyle in the Social Media context. The large volume of data necessary for the entire process determined the use of the survey as a research method of choice. Starting from the two research questions and hypotheses, our data gained the following significations: 18 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 18 Research question 1: What are the most popular forms of Social Media among students? The respondents could choose from a predefined list 8 forms of Social Media, with the possibility of multiple choices. The results are slightly inferior to those found in similar international researches. For example, the degree of popularity of social networking among the investigated students is 83,10%, while in similar researches conducted on students in the United States the popularity of social networking reaches to 94,1% (Outlaw: 2009; Vasquez: 2008). The difference can be explained mainly by the technological delay between the Romanian and the American societies (especially at the level of the middle class). The results concerning the popularity of blogs (62,7%), is another clue of the technologic delay of our society. Jones and Fox (2009) show that the preference of young people for blogs is only 43%, while Alisa Lynn Agozzino (2010) obtains a result of only 21,1% in a study that targeted the American students. The descendent trend of those studies show a lack of interest of youth towards blogging. The higher percentage registered in our research could be explained by the rather incipient stage of development of Social Media in the Romanian society. Hypothesis 1: If students use Social Media, then the most common form of usage of SM is social networking. Data compiling showed that hypothesis no. 1 is confirmed. Most of the students investi- gated (45,58%) use at leas one form of social networking (Facebook, My Space, Hi5, etc.). The reason why social networking is the most common form of SM comes from the pub- lic character of Social Media. For J. Vitak, social networking sites are the best way to create public ties between individuals (Vitak: 2008, p. 48). It is, in fact, a form of displaying identi- ty, social status. During the college years, the obsession for status appears and develops. Being online means more commonly being cool. Cool becomes in this context synony- mous with social status (Bettie: 2003). Research question 2: What is the relationship between the students usage of social Media and the lifestyle he adopts? The current study hasnt shown a strong connection between the activity of students in the Social Media area and their lifestyle choices. Even if the Romanian society is opened towards the value of the western world, it remains essentially a conservative society, this fact not being a good or bad indicator. Values such as family (99,44%), education (99,30), work (92,09%) are considered important and very important by the students attending the research, while technology occupies only the 7th position (from 8 investigated), with 78,53%. Hypothesis 2: Students who are more Social Media active have a more favorable per- ception on the society they live as a whole. Events in the offline medium have reaction in the online medium and vice-versa (Leander & McKim, 2003: 235). The rise of social networking sites allowed young people to expand their groups of intimate friends, in order to build complex social connections, formed from what Gra- novetter called weak ties larger and larger circles of acquaintances. As a rule, this type of social network is composed of a smaller circle of close friends, in frequent communication Media, Globalization and the Public Sphere 19 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 19 with the individual, and a larger group of acquaintances connected to the individual, but with a reduced frequency of communication (Matsuda, 2005: 134). Our study tried to clarify if students more active in the Social Media area have a more favorable perception of the society were they live and are more trustworthy in their forces. Although by calculating the Pearson correlation coefficients we noticed the existence of significant correlations, the value of the signification threshold, the positive sign of correla- tions and the absolute size of the Pearson coefficient have shown that the existing ties are weak, thus confirming only partially the hypothesis. 6. Conclusions The image resulted from this study is reducible to only a small part of the Romanian aca- demic environment, the students. The investigation has revealed the fact that currently the usage of online social communication mediums does not produce essential lifestyle changes among the target category. Still, the higher popularity of some of the Social Media forms offers the image of students preoccupied especially of gaining information (by using wikis) and managing their online social relations (by using social networking sites). Its the sign that the network society is becoming increasingly active in the Romanian cultural space. The investigative process realized is a potential starting point for future studies on lifestyles and social categories that influenced by and/or influencing Social Media. It creates the necessity of completing the quantitative snapshot with qualitative investigations to regis- ter the emotional effects of the online medium upon the contemporary society. The utility of the study is underlined by the possibility of the social decisional persons to exploit the comprehension of the way SM influences the values, attitudes and behaviors of students towards generating future communication strategies towards this social category. This is the reason why, for future studies, Pedagogy of Social Media might prove useful in educating everyone that could be interested in the phenomenon. References 1. Abbott, C. (1998). Making Connections: Young People and the Internet, in Sefton-Green J. (ed.) Dig- ital Diversions: Youth Culture in the Age of Multimedia, London: UCL Press, 84-105. 2. Agozzino, A. L. (2010). Millennial Students relationship with 2008 Top 10 Social Media Brands via Social Media Tools, a dissertation submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of Doctor of Philosophy. 3. Berndt, T. J. (1996). Exploring the Effects of Friendship Quality on Social Development, in The Com- pany They Keep: Friendship in Childhood and Adolescence, edited by W. M. Bukowski, A. F. Newcomb and W. W. Hartup, Cambridge University Press, UK, 346-365. 4. Bettie, J. (2003). Women without Class: Girls, Race, and Identity, University of California Press Berkeley, CA. 5. Blanchet A., Gotman A., Singly F., Kaufmann J-C. (1988). Ancheta si metodele ei. Interviul, intervi- ul comprehensiv, chestionarul. Iai: Polirom. 6. Castells, M. (1996). The Information Age: Economy, Society and Culture. The Rise of the Network Society, Vol. I. Cambridge, MA; Oxford, UK: Blackwell. 20 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 20 Media, Globalization and the Public Sphere 21 7. Castells, M. (1997). The Information Age: Economy, Society and Culture the Power of Identity, Vol. II. Cambridge, MA, Oxford, UK: Blackwell. 8. Eckert, P. (1989). Jocks and Burnouts: Social Categories and Identity in the High School, New York: Teachers College. 9. Featherstone, M. (1990). Global Culture, London: Sage. 10. Giddens, A. (1990). The Consequences of Modernity, Stanford, CA: Stanford University Press. 11. Granovetter, M. (1973). The strength of weak ties, in American Journal of Sociology, 78, 1360- 1380. 12. Ito, M., Baumer, S., Bittanti, M., Boyd, D. et all. (2009). Hanging Out, Messing Around, Geeking Out: Living and Learning with New Media a report of the Digital Youth project, The MIT Press. 13. Jones Sydney, Fox Susannah. (2009). Millennials. Confident. Connected. Open to change Retrieved from http://pewsocialtrends.org/assets/pdf/millennials-confident-connected-open-to-change.pdf 14. Kinney, D. A. (1993). From Nerds to Normals: The Recovery of Identity among Adolescents from Middle School to High School, Sociology of Education. 66(1), 21-40. 15. Leander, K. M., McKim, K. (2003). Tracing the Everyday Sittings of Adolescents on the Internet: A Strategic Adaptation of Ethnography across Online and Offline Spaces, Education, Communication & Information, 3(2), 211-240. 16. Matsuda, M. (2005). Mobile Communication and Selective Sociality, in Ito, M., Okabe D. (eds.), Personal, Portable, Pedestrian: Mobile Phones in Japanese Life, edited by, M. Matsuda, The MIT Press, 123-142. 17. Milner, M., Jr. (2004). Freaks, Geeks, and Cool Kids: American Teenagers, Schools, and the Culture of Consumption, New York: Routledge. 18. Newcomb, A. F., Bagwell, C. (1996). The Developmental Significance of Childrens Friendship Relations, in Bukowski, W. M., Newcomb, A. F., Hartup W. W. (eds.), The Company They Keep: Friend- ship in Childhood and Adolescence, Cambridge: Cambridge University Press, 289-321. 19. Osgerby, B. (2004). Youth Media. London: Routledge. 20. Outlaw (2009). Top 15 Gen Y web sites. (Issue 7). Retrieved from http://www.outlaw- newsletter.com/newsletters/website-issue 21. Safko, L., Brake, D. K. (2009). The Social Media Bible: Tactics, Tools and Strategies for Business Success, John Wiley & Sons, Hoboken, New Jersey. 22. Schifirne, C. (1982). Pregtirea pentru profesie a tineretului universitar, Bucureti : Centrul de cercetri pentru problemele tineretului. 23. Stebbins, R. A. (2004). Between work and leisure. The common ground of two separate worlds, New Brunswick: Transaction Publishers. 24. Van Dijk, J. (1997). The Reality of Virtual Communities, in Groebel, Jo (ed.), Trends in Commu- nication I, Amsterdam: Boom Publishers, 39-63. 25. Vasquez, D. (2008, March 6). Medias so very social for college kids. Media Life. Retrieved from www.medialifemagazine.com/.../Media_s_so_very_social_for_college_kids.asp 26. Vitak, J. (2008). Facebook Friends: how online identities impact offline relationships, PhD. The- sis, Georgetown University. 27. Wellman, B., Quan Haase, A., Witte, J., & Hampton, K. (2006). Does the Internet increase, decrease, or supplement social capital? Social networks, participation, and community commitment Amer- ican Behavioral Scientist, 45(3), 436-455. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 21 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 22 Les blogs de tourisme outil danalyse de limage de la Roumanie dans le rseau global des destinations touristiques Raluca TUDOR* cole Nationale dtudes Politiques et Administratives, Bucarest, Roumanie Rsum : Dans la socit globale en rseau, limage touristique dune destination est le liant entre le rseau conomique, le rseau des lieux et le rseau communicationnel. Les blogs de tourisme reprsentent une modalit accessible et pas chre dobtenir des informations authentiques et spontanes sur limage touristique dun pays. Cet article tudie limage de la Roumanie en tant que destination touristique, telle quelle est exprime par les bloggeurs franais. Afin datteindre cet objectif ont t analyss par la mthode de lanalyse de con- tenue les blogs hbergs par le premier site franais de tourisme signal par le moteur de recherche Google pages francophones la demande sites blogs voyage . Lanalyse a rvl une apprciation en gnral positive pour la destination touristique Roumanie de la part des voyageurs bloggeurs. Le point fort est lhospitalit des gens et le point faible est reprsent par linfrastructure routire. La plus visite zone touristique est la Transylvanie et la moindre visite est la rgion Valachie-Oltnie, lexception de la capitale et de la Valle de Prahova. Les rsultats recommandent lanalyse des blogs comme source dinformations riche et accessible pour les autorits qui dirigent le tourisme roumain. Mots-cls : socit globale en rseau, blogosphre, blogs de voyage, image de la destination touristique 1. Introduction La socit globale en rseau est form dune multitude de rseaux parmi lesquels les dominants, un moment donn, imposent les valeurs et programment les autres rseaux afin datteindre leurs buts. Apres la chute du bloc communiste, le rseau conomique qui reste le dominant, comme caractristique de la socit capitaliste globalise, impose laccumulation * Contact: tudor_raluca@yahoo.fr. Beneficiary of the project Doctoral scholarships for the development of the knowledge-based society, cofunded by the European Union through the European Social Fund, Sectorial Operational Programme Human Resources Development 2007-2013. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 23 de capitale comme valeur fondamentale. (Castells, 2008 : 27-29) ; Selon Castells (2008, 25) au sein des rseaux globales la production et la diffusion ont lieu au niveau globale mais la consommation au niveau local. En ces circonstances pas seulement les grands organisations financires et conomiques mais aussi les organisations gouvernementaux et non gouverne- mentaux, les tats, les rgions, les lieux et les individus deviennent partenaires et compti- teurs sur le march plantaire(Fairclough, Thomas, 2004). Les destinations deviennent con- currentes sur le march touristique global au niveau du rseau conomique dominant et au niveau du rseau communicationnel. Limage de la destination touristique saverre un liant entre le rseau conomique o les organisations touristiques dploient leurs activits, le rseau des destinations en tant que lieux dots dattributs capables dapporter plus valeur et le rseau communicationnel par lequel sont lis les acteurs conomiques, les destinations et les consommateurs. La plateforme web 2.0 de lInternet permet aux utilisateurs de devenir des producteurs de contenue, (Harrison, Barthel, 2009, Fuchs, 2009) et de participer lintelligence collective (OReilly, 2005). Lapparition des blogs parmi les applications de la plateforme web 2.0 ractive comme hypertexte la tradition du journal de voyage et par la publication online les bloggueurs touristes devient producteurs, diffuseurs et valuateurs de limage dune destina- tion. Le poids des blogs personnels de voyage en tant que partie du rseau communication- nel global et linfluence quils ont par leur visibilit et la confiance dont ils jouissent parmi les consommateurs sur le march touristique mondiale comme partie du rseau conomique ont dtermin lintrt accru des scientifiques et des praticiens. La concurrence sest beaucoup accrue sur le march touristique pendant les derniers 50 ans. Cest pourquoi lune des taches des marqueteurs de ce secteur dactivit est de raliser un positionnement distinct et positif de leur destination touristique. Une composante impor- tante de ce processus est la cration dune image attirante (Echtner, Ritchie, 2003, Wenger, 2008). Mme si ltude de limage savre une action coteuse et difficile, elle est indispen- sable la comprhension du comportement des voyageurs et llaboration des stratgies et des plans de dveloppement touristique court et long terme (Carson, 2008). On peut donc observer limportance que les scientifiques accordent limage dun pays comme destina- tion touristique dans lanalyse des 142 articles publis de 1997 2000 o il est clair que la plupart des articles (56) ont comme sujet le pays, et seulement 27 un tat et 26 ont tudi limage dune ville. (Pike, 2002) La plus complte tude sur limage de la Roumanie comme destination touristique, publi sur le site officiel du Ministre du Dveloppement Durable et du Tourisme, fait rfrence la priode antrieure lanne 2006 et fait partie du Master Plan pour le Dveloppement du Tourisme National 2007-2026 . Ceci a comme base les donnes fournies par lInstitut National de Statistique et prsente quelques inconvnients majeurs : il noffre pas des infor- mations dtailles sur le profile dmographique des visiteurs trangers, il ny a pas de contrle rel sur les enregistrements des touristes aux logements et a cause du systme de collecte des donnes on augmente artificiellement le nombre des touristes et on diminue la priode de sjour. (Master Plan : 92) De plus, les auteurs de ltude affirment qu il ny existe pas, pour linstant, les donnes ncessaires lanalyse de la segmentation du march du tourisme inter- national. La seule ressource disponible est reprsente par une srie dtudes ad-hoc . (Mas- ter Plan : 96) Un autre problme de ltude est de nature mthodologique : La structure des 24 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 24 chantillons est des questionnaires a vari dune recherche lautre ce quamne limpossibil- it dun dmarche comparative directe. (Master Plan : 103). Une mthode complmentaire dinvestigation de limage dun pays comme destination touristique pourrait tre lanalyse des blogs de voyage des visiteurs trangers. (Pan, MacLau- rin, Crotts, 2007, Akehurst, 2008, Carson, 2008, Mack, Blose, Pan, 2008) Cette approche est justifie avant tout par la dimension en dveloppement continu de la blogosphre. Le suivi de la blogosphre publi en avril 2006 prcise que la blogosphre doublerait son volume tous les six mois et chaque seconde il y avait un nouveau blog. 55 % des 37 millions enregistrs en 2006 au niveau mondial taient aliments avec de nouveaux articles au moins de 3 en 3 mois. Pendant les 3 ans de 2003 2006, la blogosphre a augment de 60 fois. (Sifry, 2006) Au cours de lanne 2006, le nombre de blogs a doubl de 35 millions 70 mil- lions. Le rapport sur ltat de la blogosphre publi en avril 2007 signale lapparition de 1,4 nouveaux blogs et de 17 nouveaux articles chaque seconde. (Sifry, 2007) Le rapport Techno- rati sur lanne 2008 inventorie 133 millions de blogs, ayant une moyenne de 900.000 arti- cles par jour, une multiplication par 400 pendant 28 mois. (White, 2009) La blogosphre, en tant que march, est de plus en plus importante pour les marqueteurs aussi en raison de la crdibilit dont jouissent les blogs auprs des consommateurs dInter- net. Ltude McCann (2009) montre que 36 % des utilisateurs actifs dInternet ont une meilleure opinion au sujet des entreprises qui ont blog et 32% ont confiance en les opinions des bloggeurs quand il sagit de produits et services. La plus part des bloggeurs 75 % se considrent sincres, indiffrent sils sont bloggeurs professionnels, personnels o corpo- ratistes. (Sussman, 2009) Une tude ralise par Buzz Logic et Jupiter Research est reprise par emarketer.com sig- nale une multiplication par 300 au cours des dernires 4 annes du nombre des lecteurs men- suels de blogs. 47 % de la population amricaine a dclar avoir lire blogs. Les auteurs de la recherche affirment quon doit ajouter ce pourcent les personnes qui ne savent pas quils ont trouv linformation cherche sur un blog. (emarketer, 2010) Ltude McCann (2009) affirme que 72,8 % des utilisateurs actifs dInternet lisent des blogs et que 67,5% lisent des blogs personnels. Les auteurs comprennent par utilisateurs actifs des personnes qui utilisent au moins une fois par jour linternet. Lchantillon a t form de 17.000 utilisateurs actifs provenant de 29 pays. Le march de recherche sur linter- net a augment de 46 % pendant lanne 2009. (comscor, 2010) Les blogs ont un impact plus lev sur la dcision dachat que les social media et en mme temps ils jouissent dune plus grande crdibilit. (Dellarocas, 2003, Chen, Tsai, 2007) Cest pourquoi les lecteurs de blogs sont trs importants pour les spcialistes en marketing. (eMarketer, 2008) La mme tude a dcouvert que 40 % des lecteurs des blogs et la moiti de ces qui lisent frquemment des blogs ont actionn aprs la lecture dun article de blog. Limportance de la blogosphre en tant que milieu de communication est bien mise en vi- dence par les conclusions du rapport McCann : La blogosphre est aujourdhui si ample quelle reprsente un baromtre prcis de lopinion du consommateur. Tous les brands doivent lutiliser comme instrument de mesure de lopinion () et comme forum de recherche. En tant que groupe social, la blogosphre rivalise les mass media en termes de rayon dinfluence et temps pass, ou plus large comme impact culturel, social et politique. (McCann, 2008) Media, Globalization and the Public Sphere 25 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 25 Les praticiens et les scientifiques du tourisme sont proccups davantage par les blogs comme moyen dinvestigation et de promotion de limage dune destination de voyage autant que les blogs de voyage occupent une position privilgie parmi les prfrences des consom- mateurs dinternet. A la question : Quel est le sujet de votre blog ? pose dans la plus rcente tude Technorati, 20 % des producteurs de contenue ont avou lintrt pour les blogs de voyage ; cest--dire les voyage sont plus intressants pour eux que les clbrits, les jeux, la famille, la sant, lconomie, le film, la tlvision, o environnement. (Sussman, 2009) Les lecteurs des blogs Amricains accordent la 4 me place aux blogs de voyages dans un classement de lutilit dans la prise de dcision dachat. (emarketer, 2008) Au niveau mondi- al 22.5% des lecteurs des blogs ont choisi le plus souvent les blogs de voyage et, dans le mme pourcentage, des consommateurs dinternet ont prfr les blogs de voyage. (McCann, 2009) Ltude de limage de la Roumanie comme destination touristique pour les consomma- teurs dinternet est particulirement importante parce que 22% des Franais, 24% des Alle- mands et 27% des Britanniques qui ont visit la Roumanie ont utilis linternet comme source dinformation. (Master Plan : 97) On peut objecter que linternet est plac seulement sur la troisime place comme source dinformation touristique dans le cas de la Roumanie, mais les auteurs de ltude expliquent cette situation particulire parmi les tats membre de lUnion Europenne par la trs faible prsence des renseignements sur la Roumanie dans le- space virtuel. (Master Plan : 107) Ce fait est de nature daugmenter limportance de la com- munication interpersonnelle word to mouth par linternet. Etant donn que les renseignements sur limage de la Roumanie comme destination touristique publis sur le site officiel du ministre de ressort sont dats, lacunaires et reprsentent le rsultat des recherches ad hoc, que la blogosphre est un espace de communi- cation en pleine expansion et digne de lattention des praticiens et scientifiques et que les blogs en gnral et ceux de voyage en particulier jouissent de la confiance des lecteurs (Joppe, Waalen, 2001, Johnson, Kaze, 2004), nous considrons que lanalyse des blogs per- sonnels de voyage crits par des visiteurs trangers peut tre un instrument de mesure et con- trle de limage de la Roumanie comme destination touristique et un moyen de surveillance du march touristique international. Nous nous proposons de contribuer la connaissance du march international de tourisme de la Roumanie avec une recherche exploratoire mene au but didentifier et val- uer limage de la Roumanie telle quelle est perue par les touristes Franais qui utilisent le blog comme moyen de partager lexprience du voyage. En ce but nous allons tudier les attributs que les bloggeurs Franais associent limage de la Roumanie comme destination touristique, lvaluation de ces attributs et lvaluation spontane et subjective des zones touristiques visites en Roumanie. (Scott, William, 1965, Echtner, Ritchie, 2003, San Mar- tin, del Bosque, 2008) Notre recherche apporte de nouvelles donnes ncessaires aux spcialistes en marketing touristique afin dlaborer des stratgies pour renforcer les points forts et pour amliorer les points faibles du tourisme roumain. Tout de mme, notre recherche largie la base dinfor- mations sur laquelle on peut mieux mener la communication des zones touristique roumaine vers lextrieur. Notre dmarche scientifique recommande aux praticiens et aux autorits 26 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 26 lanalyse des rcits de voyage publis par blog comme mthode complmentaire de surveil- lance de limage de la Roumanie en tant que destination touristique. 2. Methode et corpus Notre recherche propose lanalyse de limage de la Roumanie comme destination touris- tique perue par les voyageurs bloggeurs Franais. Nous prenons en compte laspect psy- chologique de la perception de limage qui ressort de la perception et de lvaluation des attributs des destinations touristiques. En ce but nous allons rpondre aux questions de recherche suivantes : Q1 : Quel est lintrt des touristes bloggeurs pour les diffrentes zones touristiques de la Roumanie ? Q2 : Quelle est lvaluation subjective, spontane et holistique des zones touristiques visites en Roumanie ? Q3 : Quels sont les attributs des zones touristiques les plus importants pour les voyageurs bloggeurs Franais ? Q4 : Quelle est lvaluation des attributs de chaque zone touristique ? Q5 : Quelle est limage de la Roumanie perue par les voyageurs Franais et diffuse par le blog ? Nous avons soumis lanalyse de contenue un corpus de 30 blogs qui comprennent 162 articles. Nous avons choisi comme unit denregistrement la zone touristique. Le choix a comme base le fait que la Roumanie est une destination avec un potentiel touristique vari qui comprend beaucoup de zones avec des spcificits trs marques. Pour cette tude nous avons pris comme base les rgions utilises couramment dans les recherches sociologiques menes en Roumanie. Il sagit des rgions : Valachie Oltnie, Transylvanie, Banat, Cri- sana, Maramures, Moldavie auxquelles jai ajout la Capitale et la Roumanie en tant que zones touristiques mentionnes en tant quunits distinctes dans les rcits des bloggeurs. Ensuite, nous avons partag les rgions en zones touristiques en tenant compte de leurs sp- cificits, des documents du Ministre du Tourisme et des documents mis par des praticiens. La grille danalyse repose sur les 33 zones touristiques prsentes dans les articles de blogs. Nous avons prfr la zone touristique comme unit de rfrence et non larticle de blog parce que, cause du haut niveau de libert du rcit, un post peut faire rfrence a une seule zone touristique, mai en abordant plusieurs attributs, o au contraire, un seule article peut faire rfrence a plusieurs zones touristiques visit mais avec des trs bref considrations. En plus, en utilisant la zone touristique comme unit denregistrement, ont peut dceler limage de chaque zone avec ses attributs et leurs valuations. Nous avons choisi seulement les blogs hbergs par les sites de voyage car, dune cot, dans la littrature de spcialit on mention quune recherche gnrale porte sur la blo- gosphre consomme beaucoup de temps et sans des rsultats concluants (Carson, 2008), et dautre cot les consommateurs forment des communauts dintrt (Schmallegger, Carson, 2008) et ceux qui sont intresss par les expriences de voyage des personnes prives vont les chercher sur les sites de blogs spcialiss. (Carson, 2008) Media, Globalization and the Public Sphere 27 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 27 Le corpus de donnes a t compos en partant du moteur de recherche Google, pages francophones. Pour les mots de recherche sites, blogs, voyage, le moteur a retourn les suiv- ants rsultats, au 20 avril 2010 : uniterre.com, enroutes.com, travelblog.fr, voyages.net, en- escale.com, expedia.fr, tour-du-monde.net, tourismevoyage.com, govoyages.com, globe- blog.com. La recherche a montr quil y a deux sites de blogs touristiques francophones qui hber- gent un nombre assez important darticles sur la Roumanie uniterre.com avec 182 et trav- elblog.fr avec 200 de articles les autres 8 sites ont maximum 6 articles. Suite a une recherche exhaustive en utilisant dautre combinaison de mots en gardant le mme thme au cours de 10 jours de 20 30 avril 2010 les premiers 10 places ont t occupes par les mme sites, seulement la hirarchie a vari, mais toujours uniterre et travelblog ont occup les premires trois places et toujours uniterre avant travelblog. Dans ces circonstances nous avons dcid de mener la recherche exploratoire sur les blogs qui ont comme sujet la Roumanie et qui sont hbergs par uniterre. La grille pour lanalyse de contenue a t conue selon la liste dattributs dEchtner et Ritchie (2003) afin de mesurer limage de la destination touristique en fonction des valua- tions positives, ngatives et neutres des touristes bloggeurs. Limage de la Roumanie en tant que destination touristique du point de vue des attributs a t value selon 5 catgories: attractions touristiques, infrastructure de transport, logement, cuisine traditionnelle et alimentation publique, et les gens sous laspect de lhospitalit. La catgorie attractions touristiques comprenne les distractions, les activits sportives, le tourisme balnaire, de sant et de beaut, lattraction culturelle, attraction pour la nature, lattraction pour le spcifique locale. Les composantes de lattraction culturelle sont les mon- uments historiques et darchitectures et les muss. Les parcs et les rservations naturels, les paysages, la nature vierge ont ts groups comme attraction pour la nature. Lattraction spcifique locale regroupe le style de vie patriarcale des terroirs ainsi que lunicit de la vie quotidienne urbaine, si est le cas. Le tourisme montagnard et splologique et lart popu- laire traditionnel sont encore deux sous-catgories prsentes au cadre de la grille danalyse. Ont a ajout la sous-catgorie autres pour pouvoir prendre en compte des lments qui ne sont pas des attractions touristiques proprement dites, mais qui par laccompagnement des attractions touristique influence la perception et lvaluation des destinations. La catgorie transport regroupe linfrastructure routire et le transport local par autoroute, linfrastructure ferroviaire et le transport par train, le transport en avion et en bateau. Le logement comprend les htels, les pensions, le logement chez les habitants, hberge- ment sous tente et dautres. 3. Resultats Lintrt pour les zones touristiques Afin dtudier lintrt pour les zones et les destinations touristiques nous avons utilis les frquences des rfrences. On a trouv 239 rfrences aux zones touristiques au cours des 162 articles de blogs examins. 95% font rfrence une zone touristique particulire ; le reste de 5% provient des blogs vides. Les plus frquente mentions sont lies la Roumanie en tant quunit individuelle. 28 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 28 Media, Globalization and the Public Sphere 29 Nous avons partag les zones en sous zones particulires afin de pouvoir mieux dceler les plus visits et mentionns objectifs touristiques dans les articles des bloggeurs. Les objectifs touristiques ont t ajouts dans la grille danalyse au fur et mesure de leurs apparitions dans les rcits des bloggeurs. En tant que destination individuelle, la Capitale est mentionne le plus frquemment 15.1% ; elle est suivit par les monastres de Bucovine 11.5% et par les monastres de Bucovine et Sinaia Brasov 9.1%. Bucarest est peru comme une destination touristique unitaire en taux de 64%, les seuls objectifs touristiques individuels voqus dans les articles des blogs en tant la Maison du Parlement 16%, le centre-ville historique 12% et le Mus du paysan Roumain 8%. Tableau 1. Lintrt pour les zones touris- tiques. Zones touristiques mentions% Bucarest 11.3 Cte de la Mer Noire 13.1 La Vale de Prahova 9.9 Valachie-Oltnie 1.4 Transylvanie 13.5 Bucovine 9.0 Moldavie 2.7 Banat 1.4 Crisana 0.5 Maramures 12.2 Roumanie 25.2 La Transylvanie, la plus visite zone gn- rale doit sa notorit parmi les bloggeurs qui y ont voyag la destination touristique Brasov - 43,33% et aux villes Sighisoara et Sibiu en proportions gales e taux de 16.67%. On ob- serve la manque des cits fortifies mdiva- les trs attrayantes mai inconnues ce public. Le littoral de la Mer Noire est peru comme destination en soi par 31% des bloggeurs qui crivent sur la rgion Dobroudja ; le Delta du Danube et Constanta- Mamaia ont des taux gaux 20.69%. La station Vama Veche juit dun statut spcial tant la plus frquemment voque location de distraction au bord roumain de la Mer Noir. On remarque labsence absolue des stations Eforie et Mangalia qui ont une composante de tourisme balnaire, de Neptun- Olimp qui ont t conues comme des stations ddies aux touristes trangers et de Costinesti, qui jadis tait la station de la jeunesse. Dans les articles des bloggeurs voyageurs franais, la Valle de Prahova est voque surtout pour les monuments historiques et darchitecture de Sinaia et les alentours de Brasov 71.43%. Tableau 2. Lintrt pour les destinations particulires. Destinations particulires % Bucarest 9.7 La Maison du Parlement 2.4 Le Muse du Paysan Roumain 1.2 Le centre-ville historique 1.8 Cte de la Mer Noire 5.5 Vama Veche-2 Mai 4.8 Constanta-Mamaia 3.6 Le Delta du Danube 3.6 La Vale de Prahova 3.1 Sinaia-Brasov 9.1 les Carpates Mridionales 0.7 Valachie-Oltnie 1.9 Transylvanie 4.2 Brasov 7.9 Sibiu 3.0 Sighisoara 3.0 Bucovine 11.5 Moldavie 4.2 Le Dfil du Danube 1.8 Crisana 0.7 Maramures 7.3 Les glises de Maramures 0.6 Le Cimetire de Sapanta 1.2 La Vale dIza 2.4 Cluj 4.8 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 29 Lvaluation des zones touristiques Pour cette tude exploratoire nous avons pris en compte seulement les apprciations spontanes, subjectives et holistiques des touristes Franais bloggeurs. Roumanie est la plus frquemment nominalise zone touristique unitaire, mais aux 54.1% des rfrences il ny a pas dvaluation, en plus 24.6% des valuations sont neutres. Les valuations positives sont en taux de 16.4% et les ngatives en taux de 4.9%. Tableau 3. Lvaluation des zones touristiques %. 65.5% du totale des 237 rfrences aux zones touristiques sont accompagnes par des valuations. 47% des valuations sont positives, 44% sont neutres et seulement 9% sont ngatives. En partant de celles-ci ont peut estimer la perception subjective et spontane des touristes blogueurs Franais sur la Roumanie en tant que destination touristique. Ces dates convergent vers les conclusions des recherches du Master Plan pour le Dveloppement du Tourisme National 2007-2026, o on affirme que la perception de la Roumanie comme destination touristique est confuses (p 102). Le haut niveau des valuation neutres est du aux nominalisations des destinations touristiques dans le contexte des prcisions sur le trajet du voyage ou dune location. Lvaluation des attributs qui participent la formation de limage de la Roumanie comme destination touristique Les attributs dont font rfrence les blogueurs Franais qui ont visit la Roumanie peu- vent tre groups en 5 catgories : le transport et linfrastructure de communication, le loge- ment, la catgorie des attractions touristiques, la cuisine traditionnelle et lalimentation publique et les gens ici en tant compris lhospitalit des habitants, la bienveuillance envers les trangers. Le plus haut intrt est manifest vers la catgorie qui regroupe les attractions touristiques. 30 Globalization and Changing Patterns in the Public Sphere Zones touristiques positive negative neutre sans valuation Bucarest 32 32 28 8 Cte de la Mer Noire 51.72 3.45 41.38 3.45 La Vale de Prahova 40.91 0 45.45 13.64 Valachie-Oltnie 33.33 0 0 66.67 Transylvanie 40 0 46.67 13.33 Bucovine 20 0 5 75 Moldavie 50 0 50 0 Banat 100 0 0 0 Crisana 100 0 0 0 Maramures 29.63 7.41 25.93 37.03 Roumanie 16.4 4.9 24.6 54.1 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 30 Tableau 4. Lvaluation des catgories des attributs. Le poids des attributs (%) dans lvaluation de limage de la Roumanie comme destination touristique Lanalyse des frquences des valuations rvle que les attractions touristiques ont le plus grand poids dans lvaluation positive de limage de la Roumanie comme destination touristique. Lattitude ngative des visiteurs est due en proportions sensiblement gales linfrastructure de transport et aux attractions touristiques. On observe la polarisation des points forts et des points faibles de limage touristique de la Roumanie. Tant que les attrac- tions touristiques attirent 40% des apprciations positives, chaque autre catgorie ramasse moins de 10%. De mme, le transport et les attractions touristiques attirent, chaque une, presque 10% des apprciations ngatives, en temps que la somme des touts autres mcon- tentements reprsente moins de 4%. Tableau 5. La contribution des catgories dattributs lvaluation de limage touristique de la Roumanie. Limage de la Roumanie value par le biais des attributs intrinsques des zones touristiques est plus tt positive (61.83%), tandis que les apprciations ngatives reprsentent 22.54%. 4. Discussions Lvaluation des zones touristiques La Roumanie en tant que zone touristique na pas un profile net, 44% des valuations en tant neutres. Cependant on remarque que les apprciations ngatives des bloggeurs Franais qui ont voyag en Roumanie sont seulement en taux de 9%. Ces rsultats convergent avec ceux Media, Globalization and the Public Sphere 31 valuation positive ngative neutre transport 8.99 63.3 27.8 logement 68.2 13.6 18.2 Attractions touristiques 70.7 18.1 11.2 Cuisine traditionnelle 74.5 0 25.5 gens 72.2 16.7 11.1 valuation positive ngative neutre Total rfrences transport 1.36 9.58 4.21 15.15 logement 5.7 1.15 1.52 8.37 Attractions touris- tiques 37.48 9.57 5.91 52.96 cuisine traditionnelle 7.38 0 2.48 9.86 gens 9.91 2.24 1.51 13.66 total apprciations 61.83 22.54 15.63 100 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 31 prsents par le Master Plan pour le Dveloppement du Tourisme Nationale 2007-2026, o on mention que la perception des touristes Franais qui ont dj visit la Roumanie est plus favor- able que celle des Franais qui nont jamais y voyag. La Capitale tire bnfice de son rle de nud communicationnel entre les principaux couloire touristique de Roumanie et entre lEurope Occidentale et la zone Balkanique et lOrient. En mme temps lanalyse a rvl que les touristes bloggeurs Franais ne connais- sent que trois objectifs touristiques de Bucarest la Maison du Parlement, le centre-ville historique et le Muse du Paysan Roumain ; ce qui montre la ncessit dintensifier la com- munication du potentiel touristique. La cte de la Mer Noire est prsente dans les rcits des bloggeurs voyageurs Franais seulement par les stations Vama Vache, Constanta -Mamaia et le Delta du Danube. Le patri- moine culturel et historique de Dobroudja, ainsi que le tourisme viticole ou les activits nau- tiques ne sont pas mentionnes parmi les attractions touristiques de la rgion. Lanalyse de la zone la Vale de Prahova et Brasov montre que les efforts de promouvoir les monuments darchitecture et historiques ont port des bnfices dimage en temps que le potentiel touristique montagnard reste encore faiblement valoris. Un regard plus gnral sur la reprsentation des zones touristiques dans les articles des bloggeurs Franais montre le manque dune vision stratgique unitaire sur la communication et sur la capitalisation du potentiel touristique de la Roumanie. Limage gnrale de la Roumanie en tant que destination touristique value par les voyageurs bloggeurs Franais du point de vue des attributs est en taux de 61.83% positive, 15.63% neutre et 22.54% ngative. Ces rsultats diffrent sensiblement de ceux publis dans le Master Plan pour le Dveloppement du Tourisme Nationale 2007-2026 qui est bas sur une recherche entreprise en 2006 et qui conclue : Les pourcents enregistrs en ce qui con- cerne lattitude ngative, neutre et positive des citoyens Franais ont t 49% ,32% et 2% (les autres nont pas manifest une opinion) mme si trois quart des rpondants se consid- rent mal informs sur les possibilit de passer les vacances en Roumanie. Mais lexemple franais est extrme. Le Master Plan noffre pas des renseignements sur la mthodologie de la recherche, le corpus de donns, la modalit dchantillonnage, les donns dmo- graphiques des rpondants etc. Par contre, les opinions des bloggeurs reprsentent une val- uation au cours o aprs le voyage en Roumanie ce quattnue le manque dinformation, elles sont exprimes librement, sans les contraintes imposes par les rigueurs dun question- naire o dune interview, elles ne sont pas vicies par la prsence de loprateur et elles ne sont pas filtres par lintrt du chercheur pour une certaine problmatique. La plus grande part de lapprciation positive de limage de la Roumanie en tant que des- tination touristique appartient aux attractions touristiques. Les plus grandes contributions dans lvaluation ngative appartiennent en proportions sensiblement gales aux transports (9.58%) et aux attractions touristiques (9.57%). Le mauvais tat de linfrastructure routire est voqu comme un point ngatif rcurent et drangeant ; il y a des blogs o pas seulement chaque article mais chaque rcit sur un changement de location est accompagn par des val- uations ngatives des autoroutes dans toutes les zones touristique y compris la Capitale. Le transport en train est valu positivement pour le confort quon assure aux passagers sur cer- tains trajets mais est sanctionn pour la lenteur et les retards causs par ltat du chemin de fer. 32 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 32 Les lments compris par la catgorie attractions touristiques qui ont la plus lourde con- tribution lvaluation ngative (11.91%) appartient la sous-catgorie autres . Cette sous-catgories contient les rfrences a ltat de propret, aux animaux sans abri, lcolo- gie (par exemple les rivires touffes par les dchs en plastique, les ordures masses en bordure des villages), la corruption, les problmes aux bureaux dchange, le fonction- nement dficitaire des institutions de ltat. La deuxime contribution, en pourcent, lvaluation ngative de la Roumanie comme destination touristique parmi les attractions touristiques 3.48% appartient au spcifique locale. Les bloggeurs saisissent comme ngatifs des comportements et des coutumes sur tout urbains comme par exemple le transport en chariot en centre ville mais aussi la juxtapo- sition des lments appartenant la mondialisation au dessus de la vie des paysans. On doit ajouter que la cuisine traditionnelle et lalimentation publique en tant que cat- gorie dattributs ont seulement des valuations positives. Parmi les attractions touristiques les sports, le tourisme montagnard et celui balnaire nont aucune mention ngative. Mes elles sont sous-reprsentes. Tout de mme le transport en bateau est apprci uniquement positif. En comparant lvaluation subjective et spontane de la Roumanie comme destination touristique avec limage obtenue par lvaluation des catgories dattributs on voit une dif- frence significative. Mes les deux indicateurs son complmentaires, le premier en tenant compte des caractristiques psychologiques du voyageur et le second des caractristiques fonctionnelles de la destination. Limage de la destination touristique obtenue de lanalyse des attributs est plus nuance et donc donne plus de renseignements sur les points forts et faibles de la destination et offre la base pour llaboration des plans stratgiques de dveloppement du tourisme. Lvaluation subjective offre les donnes ncessaires pour une stratgie de communication performante. 5. Limites et recherches ulterieures Cette recherche exploratoire offre des donnes rvlatrices exclusivement au niveau des bloggeurs touristes Franais. Elle reprsente le point de dpart pour une analyse tendue sur des voyageurs bloggeurs appartenant dautres espaces culturels et complte par une analyse qualitative. Dans la mesure dans laquelle les autorits nationales de tourisme auraient dispos d- tudes actuelles et cohrentes du point de vue mthodologique sur les visiteurs trangers on pouvait mener des recherches comparatives sur les diffrentes catgories de publique. Une recherche plus tendue sur des blogs conus par des visiteurs appartenant dautres espaces culturels que le francophone pourrait apporter des claircissements sur le rle de la culture dappartenance dans lvaluation des destinations touristique. Prenant en compte les limites de lanalyse de contenue la prsente recherche devait tre complte par une analyse qualitative. Des recherches ultrieures portant sur lanalyse des photos apporteraient un plus dinfor- mations afin de contrebalancer la manque dvaluations explicites en texte. Media, Globalization and the Public Sphere 33 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 33 6. Conclusions Ltude a mise en vidence que les zones touristiques les plus visites sont celles qui ont une image consolide durant les dcennies. Outre Sighisoara, Sibiu et Vama Veche aucune nouvelle zone touristique na russi simposer devant le public tranger. La Capitale ne tire pas fruit sur le plan touristique de sa position privilgie de nud communicationnel. De tout le patrimoine historique, architectural et culturel seulement 3 objectifs touristiques sont indi- vidualiss dans les rcits de voyage des bloggeurs Franais. Bucarest en tant que zone touris- tique en soi est valu ngativement en taux de 36% par rapport aux seulement 14% valua- tion positives. Limage prpondrante ngative de la Capitale est du surtout ltat gnral de propret, linfrastructure, et au manque des centres dinformations pour les touristes. Les zones touristiques les plus sous-reprsentes sont Crisana et la Valachie Oltnie, lexception de Dobroudja et de la Vale de Prahova. Les autres zones touristiques ont des valuations prpondrantes positives, ce qui est de nature confirm les tudes antrieures qui affirment que limage touristique de la Roumanie est meilleure aprs avoir y voyager quen absence du contacte direct. Ltude a rvl que les attractions touristiques reprsentent la catgorie dattributs qui ont le plus lourd poids dans limage de la destination touristique. Les attractions touristiques sont les principales responsables pour limage positive, mais en taux gale avec ltat de lin- frastructure de transport elles sont la cause des valuations ngatives. Les atouts indniables de la Roumanie comme destination touristique sont la cuisine traditionnelle et la qualit perue des services en alimentation publique dun part, et dautre part lhospitalit des habi- tants. Les bloggeurs Franais qui voyagent en Roumanie sont peu intresss au logement en htel, en prfrant dtre hbergs aux habitants ou dans des petites pensions familiales qui assurent aussi la restauration ; pour ceux-ci la bienveuillance, la chaleur et lhospitalit des htes sont trs importantes. Lanalyse de lvaluation des catgories dattributs nous a conduits vers la conclusion que la Roumanie a une image prpondrant positive, en taux de 61.68%, parmi les voyageurs bloggeurs Franais. La perception subjective de la Roumanie comme destination touristique est en taux de 47% positive, 44% neutre et 9% ngative. De la diffrence entre lvaluation des attributs et la perception subjective rsulte la ncessit dune communication plus effi- cace afin de mieux valoriser les attributs de la Roumanie comme destination touristique. Bibliographie 1. Akehurst, G. (2008). User generated content: the use of blogs for tourists and tourism organiza- tions, Service Business. 3 (1), 51-6. 2. Carson, D. 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Universal McCann,Power to the People, http://www.universalmccann.com/Assets/wave_3_- 20080403093750.pdf, consult le 24 juin 2010 30. ***, Global Search Market Grows 46 Percent in 2009, comScore, Jan 2010, http://www.- comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009, consult le 25 juin 2010 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 35 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 36 Kant on Geniuses and Scientists in the Public Sphere Bryan HALL* Indiana University Southeast, USA Abstract: In the Critique of the Power of Judgment (CJ), Immanuel Kant argues for a distinction between geniuses and scientists limiting the former to the production of beautiful art. Kants reason for doing so was to discount the opinions of geniuses on scientific matters in the public sphere, but his argument also has the effect of discounting the opinions of geniuses even in the realm of art. At first glance, Kants critique of genius seems at odds with his conception of enlightenment in his famous essay An Answer to the Question: What is Enlight- enment? (WE). As I will argue, however, Kants discussion in CJ actually serves as a useful supplement to his conception of enlightenment and his associated conception of the public sphere in WE. Keywords: artist, genius, Kant, reason, science 1. Introduction In the Critique of the Power of Judgment (CJ) from 1790, Immanuel Kant defines genius by distinguishing it from science. At the heart of Kants distinction is the idea that scientists possess a rule-governed procedure to generate their discoveries whereas no rule-governed procedure can fully determine the products of genius. Genius involves a free correspon- dence of the imagination to the lawfulness of the understanding that a rule-governed proce- dure could never produce. 1 Kant holds that only artists can be geniuses and only insofar as they produce beautiful art. 2 The fact that Kant does distinguish between geniuses and scien- tists, however, begs the question of why Kant would make such a distinction. It is likely that Kants rejection of scientific genius stems from his growing dissatisfac- tion with the Sturm und Drang movement in Germany and, in particular, with one of its main * Contact: hallbw@ius.edu. 1 CJ 5:317. All citations to Kants work use the Akademie-edition pagination of Kants Gesammelte Schriften. For a detailed discussion of this free correspondence and its connection to Kants conception of genius, see Alexander Rueger, The Free-Play of the Faculties and the Status of Natural Beauty in Kants Theory of Taste. 2 Although Kants comments seem to suggest that one must be a genius in order to produce beautiful art (see especially CJ 5:311), Bradley Murray has recently challenged this idea. See Murray, Kant on Genius and Art. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 37 38 Globalization and Changing Patterns in the Public Sphere figures, Johann Herder. 3 Kant sees, in Herder, an artistic genius playing scientist, i.e., an artist making claims about the natural world based not on rational arguments and empirical evidence but rather on creative inspiration alone. For Herder, furthermore, genius is a cre- ative faculty which he makes no attempt to rationally reconstruct. As one of the principal defenders of enlightenment thinking, it is not surprising that Kant strongly disagreed with Herders approach. The purpose of Kants contrast between genius and science is to assign them distinct domains. Whereas genius is limited to the production of beautiful art, science is limited to producing discoveries concerning the natural world. If Kant is right, then Herder is trying to make a use of genius in a domain for which it has no application. Kants distinction has important implications for discussions in the public sphere. Since geniuses are not able to provide reasons (in terms of argument, proof, or evidence) for why the public should agree with them, they should have no say on issues that fall under the purview of science in the public sphere. As we shall see, however, geniuses are no better off in their own artistic domain since they are unable to express their genius to others. This account of genius seems at odds, however, with Kants description of the public sphere in his famous essay An Answer to the Question: What is Enlightenment? (WE) from 1784. In this work, Kant argues that everyone should have the courage to think for themselves on any topic whatsoever. Furthermore, they should express their views through what Kant calls a public use of reason. 4 (WE 8:37) Kant believes that deferring to authority within the public sphere indicates a kind of immaturity that enlightenment aims to over- come. (WE 8: 35) Why should the genius defer to the scientist, however, when no one else is required to do so? As I will argue below, although Kants critique of genius in CJ might seem to pose a problem for his discussion of the enlightenment and his associated conception of the public sphere in WE, it actually serves as a useful addendum to his earlier views. The central prob- lem with genius is that it is not an expression of reason but rather a rejection of it. This rejec- tion of reason is not only incompatible with Kants conception of the public sphere (predicat- ed on a public use of reason) but is also a threat to enlightenment itself. This paper is broken into three sections. The first section examines Kants early theory of genius as well as how and why he changed his views in CJ. The second section will examine how Kant tries to develop a conception of the public sphere in WE as well as how his critique of genius in CJ might seem to be inconsistent with this conception. The final section will argue that Kants critique of genius in CJ is not only consistent with his views on the public sphere in WE, but is also an important defense of enlightenment principles. 3 Although the Sturm und Drang movement presented a new threat to enlightenment thinking, Kant had long been fighting these kinds of battles. For example, see Kants satire of Emmanuel Swedenborgs mysti- cism in Dreams of a Spirit-Seer (1766). In fact, Kant even warns a young Herder, in a letter from 1768, against falling into mysticism. See Kant, Correspondence, 10:73-74. In my discussion of the relationship between Kant and Herder, I am closely following John Zammitos own discussion. See Zammito, The Gen- esis of Kants Critique of Judgment, especially pp. 138-139. 4 All Quotes from WE are taken from the David L. Colclasure translation in Toward Perpetual Peace and Other Writings on Politics, Peace, and History. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 38 2. Information By the time Kant published CJ in 1790, he had decided that the scope of genius should be limited to the domain of beautiful art. Earlier in his career, however, he argues that philoso- phers, mathematicians, and scientists can all be geniuses. In the 1770s, the main criterion for genius seems to be a talent or ability to invent which both artists as well as scientists share. 5 Such an ability to invent, however, does not preclude a certain degree of imitation. In a Reflexion dating from 1772, Kant mentions Newton, Kepler, and Milton as examples of geniuses who invented new ideas though their respective discoveries all involved imitation. Whereas Newtons theory of gravity imitated [nachahmte] the apples fall and Keplers theory of elliptical orbits imitated harmonic proportions, Milton imitated the great poets that preceded him. 6 (Kant, Reflexionen, 15: 340) What sets imitating [nachahmen] in the above cases apart from mimicking or (literally) aping [nachffen] according to Kant, is that the imitating transcends that which is being imitated. 7 (CJ 5: 318) Kant considers this form of imitation the safe path of genius and goes on to describe it as an imitation in spirit which suggests that what Kant has in mind might better be described as inspiration rather than imitation. (Kant, Reflexionen, 15: 340) Although Kant believes there is no example of genius that does not involve a degree of imitation, genius requires being inspired to go beyond what is being imitated to discover something new. Once new ground is broken, it is possible to teach others how to follow the same path, though it is impossible to teach others how to break new ground themselves. Following the path, however, is the first step to becoming a genius in ones own right. Why did Kant change his mind with respect to the possibility of scientific genius by the time he published CJ in 1790? As mentioned above, the most plausible explanation is Kants growing dissatisfaction, in the 1780s, with the Sturm und Drang movement in Germany and in particular with one of its main figures, Johann Herder. In Herder, Kant saw an artistic genius making claims about the natural world on the basis of creative insight alone. 8 Kant believes Herder is attempting to supplant the natural scientist within the scientists own Media, Globalization and the Public Sphere 39 5 For further discussion of Kants conception of genius and its relation to science in the 1770s, see Gior- gio Tonelli, Kants Early Theory of Genius (1770-1779) Part One, especially pp. 126ff and Piero Gio- danetti, Das Verhltnis von Genie, Knstler und Wissenschaftler in der Kantischen Philosophie. After Kants change of heart in the CJ, however, he again suggests in his 1798 Anthropology from a Pragmatic Point of View that both scientists and philosophers can be geniuses citing Newton and Leibniz as examples. See Kant, Anthropology, 7:226. 6 Translations of the Reflexionen are my own. 7 Kant draws the distinction between imitation and aping in CJ as well. 8 See, for example, Herders Ideen zur Philosophie der Geschichte der Menschheit which offers a description of the development and organization of inorganic matter, organisms, human beings, and society that relies heavily on aesthetic considerations, literary metaphor, and mysterious insights into the inner workings of nature. Kant himself published critical reviews of Herders work in 1785 in the Allgemeine Lit- eratur-Zeitung which touch on many of the themes that Kant will return to in CJ when distinguishing the genius from the scientist. See Kant, Recensionen von J.G.Herders Ideen zur Philosophie der Geschichte der Menschheit. Theil 1. 2., 8:43-66. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 39 40 Globalization and Changing Patterns in the Public Sphere domain of expertise. 9 The idea that one could make important discoveries concerning the nat- ural world relying on creative imagination instead of rational inquiry was repugnant to Kants enlightenment principles. That Herder is the primary target of Kants discussion of genius can be seen by comparing a letter Kant wrote to F.H. Jacobi on August 30 th , 1789 with 47 of CJ written around the same time. 10 From Kants letter to Jacobi: [Referring to Jacobis latest work] You have thoroughly refuted the syncretism of Spinozism and Deism in Herders God. All syncretistic talk is commonly based on insincerity, a property of mind that is especially characteristic of this great artist in delusions (which, like magic lanterns, make marvelous images appear for a moment but which soon vanish forever, though they leave behind in the minds of the uninformed a conviction that something unusual must be behind it all, some- thing, however, of which they cannot catch hold). 11 (Kant, Correspondence, 11: 76) From 47 of CJ : But when someone speaks and decides like a genius even in matters of the most careful rational inquiry, then it is completely ridiculous; one does not rightly know whether one should laugh more at the charlatan who spreads about himself such a mist that one cannot judge clearly but can indulge in imagination all the more, or at the public, which trustingly imagines that its incapacity to recognize clearly and grasp the masterpiece of insight comes from the fact that whole masses of new truths are being thrown at it (CJ 5: 310) Although Kant does not mention science in either of these passages, he does mention rational inquiry. The main idea seems to be that, in certain matters (presumably including the domain of scientific inquiry), the imaginative reveries of the genius are no substitute for careful reasoning. Not only do geniuses delude themselves, but also the public who takes their inability to understand the geniuses as proof-positive of the geniuses wisdom. This is the rea- son why geniuses should not speak on matters of science in the public sphere. The obscuran- tism of genius leaves the public as ignorant as before since geniuses can provide no reasons for why the public should assent to their proclamations. As Kant says in CJ, if one were to ask the genius for a proof, one would be sent packing with tasteful expressions (bons mots). (CJ 5: 305.) Insofar as the public pays greater attention to the genius than to the scientist on a topic of scientific import, the public is misled. Put simply, when it comes to discussions in the pub- lic sphere, Kant thinks individuals need to be able to articulate reasons for why the public should agree them. For Kant, this is something that scientists can do though geniuses cannot. One might well wonder, however, why geniuses cannot provide reasons for assenting to their claims? Why is genius doomed to obscurantism? This returns us to the central distinction between scientists and geniuses. Whereas the former possess a rule-governed procedure that fully determines the products of science (e.g., scientific discoveries), the latter possess an originality all their own underdetermined by any rule-governed procedure. 9 For a somewhat different view on the relationship between Kant and Herder as well as on how Herder might defend himself against Kants charges, see Andrew Cutrofello, Kants Debate with Herder about the Philosophical Significance of the Genius of Shakespeare. 10 Zammito notes this similarity. See Zammito, The Genesis of Kants Critique of Judgment, p. 142. 11 Kant is referring to Herders book entitled Gott, einige Gesprche ber Spinozas System nebst Shaftesburys Naturhymnus and Jacobis book entitled ber die Lehre des Spinoza in Briefen an den Herrn Moses Mendelssohn. Neue vermehrte Ausgabe. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 40 To illustrate his point with regard to science, Kant offers Isaac Newton as the paradigmat- ic example of a great mind who was nevertheless not a genius. (CJ 5: 308.) In the Princip- ia, Newton famously claims that he frames no hypotheses and describes his scientific dis- coveries as deduced from the phenomena. 12 For example, according to Newton, all one needs in order to justify his law of gravitation are (1) the observed phenomena, (2) mathe- matics, (3) his laws of motion, and finally (4) certain widely accepted rules of reasoning in philosophy, e.g., that one should assign the same causes to the same effects. Having already been well established, (1) (4) should not be considered hypotheses and upon their assump- tion, Newtons law of gravity follows as a logical consequence. 13 Newtons rule-governed procedure fully determines the product of that procedure (i.e., the law of gravity) and by articulating this procedure, Newton provides reasons for why the public should accept the law of gravity. The situation is far different for the genius. Whereas Herder apparently saw no need to rationally reconstruct genius consigning it instead to a black-box of creativity, Kant thinks that genius can be partially explained in terms of a rule-governed procedure. At the same time, however, he holds that the rule-governed procedure underdetermines the products of genius. As he says: Although mechanical and beautiful art, the first as a mere art of dili- gence and learning, the second as that of genius, are very different from each other, still there is no beautiful art in which something mechanical, which can be grasped and followed according to rules, and thus something academically correct, does not constitute the essential condition of the art originality of his talent constitutes one (but not the only) essential ele- ment of the character of the genius. (CJ 5: 310) It seems that Kant believes that there are two necessary and jointly sufficient conditions for genius: (1) a rule-governed procedure for the production of beautiful art, and (2) an orig- inality that cannot be explained in terms of any rule-governed procedure. When it comes to genius, there is a gap between what the rule-governed procedure dictates and the ultimate product of genius. This is the gap that creativity and originality occupy. It is this gap that pre- vents geniuses from being able to adequately explain themselves in the public sphere. The originality that belongs to genius alone cannot itself be rationally reconstructed. If this orig- inality cannot be rationally reconstructed, the genius insights, insofar as they depend upon this creativity, cannot be defended in terms of reasons (e.g., proofs, arguments, evidence) within the public sphere. Media, Globalization and the Public Sphere 41 12 Isaac Newton, The Mathematical Principles of Natural Philosophy, Vol. 2, Book III, General Scholi- um, p. 314. Abbreviated Principia. 13 Newton, Principia, Book III, Rules of Reasoning in Philosophy and following, pp. 160ff. For a clear discussion of Newtons argument, see Mary Hesse, Forces and Fields (Philosophical Library, 1962), pp. 144ff. Hesse argues, however, that one should take Newtons characterization with a grain of salt insofar as both Newton and Robert Hooke had guessed the law of gravitation before Newton provided his argument for the law. Since the phenomenon that Newton uses to justify his law can (in part) also be deduced from the assumption of this law, Hesse argues that the law of gravitation could be justified using a hypothetico- deductive model. Likewise, there is much skepticism as to whether scientists possess a rule-governed proce- dure in Kants sense or what would be called a logic of discovery today. See Thomas Nickles, Scientific Discovery. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 41 42 Globalization and Changing Patterns in the Public Sphere Although Herder does not even try to rationally reconstruct genius, Kant at least tries to do so. In the end, however, Kant admits that the original or creative aspect of genius cannot be rationally reconstructed. This comes with benefits and costs for geniuses according to Kant. The benefit is that geniuses can produce beautiful art, art which can serve as an exam- ple to inspire others (who are also geniuses) to produce their own beautiful art. 14 (CJ 5: 318) The cost is that geniuses cannot provide publically accessible reasons for their insights inso- far as they stem from the geniuses originality. Whether with respect to scientific matters or artistic ones, geniuses like Herder can neither explain how they made their purported scien- tific discoveries nor how they produced their beautiful art insofar as the production of this art depends on their inborn creativity. Scientists are not faced with this problem, since com- municating the rule-governed procedure is sufficient to explain how the scientists reached their conclusions. The contrast seems to be that whereas the rule-governed procedure that characterizes genius underdetermines the product of genius since an originality that cannot be rationally reconstructed is still necessary, the rule-governed procedure that characterizes science fully determines the product of science (e.g., the scientific discovery). Since the originality that belongs to genius cannot be rationally reconstructed, it prevents geniuses from giving reasons for their proclamations in the public sphere insofar as these proclama- tions stem from the geniuses originality. As we will see in the next section, Kants critique of genius raises serious questions for his discussion of the enlightenment and the public sphere in WE. At first blush, it seems as if only the genius is precluded from being enlight- ened and entering into a public sphere that Kant encourages everyone else to join. Kant opens WE by challenging everyone to have the courage to think for themselves or as he says in Latin, Sapere aude! (WE 8: 35) He believes the enlightenment is the human beings emancipation from its self-incurred immaturity. (WE 8: 35) This immaturity consists in conforming ones own opinions to the opinions of those in positions of authority and is self-incurred when one does not have the courage to challenge the opinions of those in authority through a use of ones own reason. Kant does, however, draw a distinction between two uses of reason, one of which is constrained by authority while the other is not. The pri- vate use of ones reason involves restrictions that follow from ones role within a given insti- tution. For example, as the citizen of a state you are obligated to pay taxes even if you dont agree with some of the taxes that are levied on you. In the private use of your reason, you must think of the best way to pay your taxes (e.g., by estimating your taxes and saving accordingly). You can, however, make a public use of your reason by writing books, essays, blog entries, or twitter updates challenging the propriety of these taxes. 15 (WE 8: 37) Kant 14 Corey Dyck argues that Kant thought the artistic products of genius could aid in humanitys cultural advancement (a cosmopolitan role) as long as the genius is appropriately refined (i.e., does not succumb to fanaticism) and builds upon the artists of the past. See Dyck, Spirit without Lines: Kants Attempt to Rec- oncile the Artistic Genius with Society. 15 Although Kants discussion of the public use of reason focuses on publishing books and essays, one can update his examples (as I have tried to do) to make them seem less elitist. One might still worry, howev- er, that Kants view on the private use of reason is insufficiently liberal since it demands that one obey even unjust authorities. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 42 neither limits the public use of reason to certain individuals nor does he limit the public use of reason to certain topics. He holds that nothing but freedom is required for enlightenment and this freedom consists of making public use of ones reason in all matters. (WE 8:36) It is this free exercise of reason that generates the public sphere and provides a peaceful forum to encourage social and political change not only domestically but also internationally as part of the society of citizens of the world, i.e., as part of a cosmopolitan public sphere. 16 Kants views on the public use of reason and how it differs from the private use of reason have been tremendously influential on how figures ranging from John Rawls to Jrgen Habermas conceive of the public sphere. 17 Although much could be said about these contem- porary standpoints on the public sphere as well as how they conform to or differ from Kants own position, I would like to examine a problem internal to Kants own philosophical stand- point that arises when one tries to conjoin his critique of genius in CJ with his conception of the enlightenment and the public use of reason in WE. Given what was said in the previous section, one might wonder whether Kant is unfairly demanding that the genius remain immature while at the same time encouraging everyone else to break free of their immaturity. After all, immaturity consists of not thinking for one- self but rather uncritically following the opinions of those who take themselves to be the guardians of certain kinds of knowledge. (WE 8: 35) Whether this be the doctor giving you a prescription, the pastor preaching about the road to eternal salvation, or the scientist telling you what to believe about the natural world, Kant thinks that everyone has the obligation to think for themselves in such matters. Why should the genius be any different? Why is the road to enlightenment closed off to the genius while being left open to the rest of us? Fur- thermore, isnt Herder actually embodying enlightenment values by challenging the scientist on matters of scientific import? How could Kant have a problem with such independent thought in CJ given his universal demand for independent thought in WE? While Kant says that with regard to the arts and the sciences our rulers have no interest in acting as a guardian of their subjects, he seems to be adopting the role of guardian by claiming that the genius should pronounce neither on scientific matters nor even on artistic matters in the public sphere! (WE 8: 41) Although Kant never says that the government (or anyone else) should constrain the public speech of geniuses (e.g., by censoring the articles or books that they might write), he does seem to making the point that they should restrain themselves from making such pronouncements. When they do not restrain themselves, fur- thermore, Kant takes it as his task to publish books and articles (of which CJ is an example) Media, Globalization and the Public Sphere 43 16 For more on the idea of a cosmopolitan public sphere in Kants philosophy see James Bohman, The Public Spheres of the World Citizen, pp. 179-200. 17 See Rawls, A Theory of Justice and Political Liberalismas well as Habermas, The Structural Transfor- mation of the Public Sphere and Between Facts and Norms. For a study dealing with how the two thinkers relate to one another through Kant, see Thomas McCarthy, Kantian Constructivism and Reconstructivism: Rawls and Habermas in Dialogue. For a discussion of how Kants views on the public sphere relate to some of his own antecedents (viz. Hobbes and Locke), see Simone Chambers, Who Shall Judge? Hobbes, Locke, and Kant on the Construction of Public Reason. For a historical anthology of literature on the public sphere beginning with Kant and ending with contemporary reflections on the public sphere, see Jostein Gripsrud et. al. (eds.), The Idea of the Public Sphere: A Reader. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 43 denouncing them in the public sphere. This is not a point he makes, however, with respect to anyone else. What leads Kant to discount geniuses opinions in the public sphere while encouraging others to express their own? Just as CJ has raised these questions for us, I think it can also help to answer them. First, it is important to clarify what Kant means by reason within the context of the public use of reason. In CJ, Kant talks about the common human understanding that holds its judgment up to human reason as a whole. (CJ 5: 293) Since the purpose of the public use of reason is to communicate your own views to the public at large in the hopes of convincing them of your views, judging in such a way that meets the standards of common human understanding would seem to be a necessary condition for this kind of communication. When holding ones judgment up to human reason as a whole, one should not take into account ones own sub- jective private conditions when judging but rather one should consider whether everyone else could, in principle, make the same judgment you are making. (CJ 5: 293) A rational judgment should not be based upon elements of ones character that cannot be communicat- ed to others. This is where the genius falls short of the kind of rationality that one should pos- sess to participate in the public sphere. As discussed in the first section of this paper, the cre- ativity that belongs to genius alone cannot be communicated to others. It is an inborn natural talent and so a purely subjective private condition. Insofar as the genius judgment must be predicated on this subjective private condition, it fails the test for rationality in the public sphere. Put differently, when it comes to the public sphere, geniuses are not fit to participate since their creativity precludes them from possessing the kind of reason for which they could make a public use. Although Kant believes that genius can at least be partially rationally reconstructed (unlike Herder), he still thinks the creativity of genius cannot. Judgments based on this creativity cannot meet the standards of a common human understanding. Inso- far as the geniuses judgments rely on a creativity that cannot be rationally reconstructed, they cannot provide reasons (e.g., proofs, arguments, or evidence) for their judgments that could be accepted, in principle, by anyone else in the public sphere. Kant continues his discussion by providing three fundamental principles of the common human understanding. One must think: 1) for oneself and so free of prejudice, 2) in the posi- tion of everyone else and so broad-mindedly, 3) in accordance with oneself and so consistent- ly. Kant says that the worst kind of prejudice is superstition since it leads to a kind of blind- ness whereby one must be led by others and so conform ones reason to an external authority. (CJ 5: 294; see also WE 8: 36) In a direct connection back to his earlier work in WE, Kant claims that liberation from superstition is called enlightenment. (CJ 5:294) Insofar as super- stition makes your thinking dependent on another, the only way to think for yourself again is to be liberated from it. It is pretty easy to see how this could apply to the genius as well as to those that are unfortunate enough to be drawn in by the genius. The genius clearly fails the second condition, since the very nature of genius prevents the genius from thinking like any- one else who does not possess the genius inborn creative talent. Likewise, those that follow the genius have their own reason compromised. When pronouncing on scientific matters, geniuses do not provide arguments and empirical evidence that the public could then weigh through a use of their own reason, but rather the public is seduced by its own inability to com- prehend the genius into following the genius. Insofar as genius encourages a passive reason, it is a central threat to Kants whole enlightenment project. (CJ 5: 295) The problem is not that 44 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 44 Kant is unfairly excluding the genius from the enlightenment project and from discussions in the public sphere. The problem is rather that geniuses actively aim to undermine the project and the very nature of genius prevents geniuses from possessing the kind of reason for which they could make a public use in the public sphere. This leads us to another issue. In addition to the above conditions for making a public use of ones reason, is there a minimum condition of expertise that one should meet before mak- ing pronouncements upon some matter in the public sphere? It is interesting to note that Kant talks about individuals making public use of their reason as scholars and most of his exam- ples of private vs. public uses of reason have to do with people who have institutional roles (and so must make a private use of their reason) but who Kant also encourages to make a public use of their reason with respect to their institutions outside of their roles within those institutions. For example, Kant talks about a military officer who disagrees with military pol- icy. Although the officer is bound to obey that policy within the context of the officers role in the military, the officer might also publish articles or books criticizing that same policy within the public sphere. (WE 8: 38) In this respect, we might think of the military officer as being an expert with respect to military affairs and so qualified to comment on these matters within the public sphere. Kant cannot hold, however, that one must have a role within an institution that requires a private use of ones reason in order to be qualified to speak on matters relevant to that insti- tution within the public sphere. This would run contrary to his claim, mentioned earlier, that one should be free to make a public use of ones reason on all matters. Here, I think the key might be Kants use of the word scholar. One way of understanding this is that people who want to make a public use of their reason should be well-informed and use reasoned argu- ments in the presentation of their views so that they can communicate to the public all of their own carefully examined and well-intentioned thoughts. (WE 8: 38) Even though an artistic genius like Herder cannot critically examine his own creative faculty since it is not amenable to rational reconstruction, the rest of us should make this effort when making a public use of our reason. One might also note how important such a process would be for insuring that ones judgments meet the standards of common human understanding. The crit- ical examination of ones own thoughts both internally and with respect to the available evi- dence is how one weeds out prejudice, avoids narrow-mindedness, and insures internal con- sistency. Kant would likely hold that such efforts are necessary to be considered a scholar where the latter is itself necessary for the public use of ones reason. Given the historical focus of my discussion, one might naturally ask whether there are any contemporary analogues to the geniuses that Kant saw as such a threat to enlightenment. Although Kant saw something particularly pernicious in the genius since the latters pro- nouncements cannot be supported by reasons and have the tendency to mislead the public on matters of scientific importance, it is easy to find other examples of pronouncements in the public sphere that would fail to meet the standards for a public use of reason. Individuals whose arguments in the public sphere trade on peoples prejudices, are formulated from narrow-mind- ed standpoints, or are internally inconsistent would all fail Kants test for the public use of rea- son. Such individuals promote those that follow them to have a passive reason which is unable to think for itself but instead requires direction from others. The kind of superstition that such individuals encourage need not be based on religious authority (though this seems to be Kants Media, Globalization and the Public Sphere 45 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 45 favorite target), but might be based on racism, sexism, homophobia, or any kind of ideology that is uncritically assumed. 18 Insofar as thinking for oneself is the goal of enlightenment, any- thing that compromises this ability is contrary to enlightenment. In conclusion, Kant was certainly right to think that Herder and the Sturm und Drang movement went too far in trying to supplant the scientist with the genius within the scien- tists own domain. When geniuses pronounce on matters of scientific import, they can have a pernicious effect in the public sphere insofar as the public remains ignorant on certain issues that scientific experts could help them to understand. Likewise, geniuses are of little help on topics of artistic import since their pronouncements on these matters are not backed by reasons that could be communicated to others. The genius is limited to producing beauti- ful art, though the artistic genius cannot explain to someone else how to produce their own beautiful art. Although it might seem as if Kants critique of genius in CJ is contrary to his enlightenment project in WE, the former rather serves as an important supplement to the lat- ter. The problem is not that Kant is unjustly excluding geniuses from the process of enlight- enment, but rather that geniuses cannot participate in this process given their reliance on a form of creativity that is not itself amenable to rational reconstruction. One cannot make use of ones own reason in an area where no reason is to be found. Insofar as the public might be seduced by the genius into not using their own reason, Kant saw the genius as a threat to enlightenment. For Kant, enlightenment is a gradual process, one that must be continued even today. Just as Kant challenged threats to the enlightenment in the 18 th century public sphere, so too would he encourage us to challenge their 21 st century descendents. References 1. Bohman, James. (1997). The Public Spheres of the World Citizen, in James Bohman and Matthias Lutz-Bachmann (eds.). Perpetual Peace: Essays on Kants Cosmopolitan Ideal, Cambridge, MA: MIT Press, 179-200. 2. Chambers, Simone (2009). Who Shall Judge? Hobbes, Locke, and Kant on the Construction of Pub- lic Reason, Ethics and Global Politics, 2(4), 349-368. 3. Cutrofello, Andrew (2008). Kants Debate with Herder about the Philosophical Significance of the Genius of Shakespeare, Philosophy Compass, 3(1), 66-82. 4. Dyck, Corey (2004). Spirit without Lines: Kants Attempt to Reconcile the Genius and Society, Ide- alist Studies, 34(2), 151-162. 5. Giodanetti, Piero (1995). Das Verhltnis von Genie, Knstler und Wissenschaftler in der Kantischen Philosophie, Kant-Studien, 86(4), 406-443. 6. Gripsrud, Jostein, Hallvard Moe, Anders Molander, and Graham Murdock (eds.) (2010). The Idea of the Public Sphere: A Reader, Lanham, MA: Lexington Books. 7. Between Facts and Norms, Cambridge, MA, MIT Press, 1998, Trans. William Rehg. 8. Habermas, Jrgen (1989). The Structural Transformation of the Public Sphere, Cambridge, MA: MIT Press, Trans. Thomas Burger. 9. Herder, Johann (1787). Gott, einige Gesprche ber Spinozas System nebst Shaftesburys Naturhym- nus, Gotha: Karl Ettinger. 46 Globalization and Changing Patterns in the Public Sphere 18 At one point, Kant claims that summoning the courage to use your own reason in challenging religious authority is the main point of the enlightenment. See WE 8:41. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 46 Media, Globalization and the Public Sphere 47 10. Herder, Johann (1785). Ideen zur Philosophie der Geschichte der Menschheit, Riga and Leipzig: Johann Hartknoch. 11. Hesse, Mary (1962). Forces and Fields, New York: Philosophical Library. 12. Jacobi, F.H. (1789). ber die Lehre des Spinoza in Briefen an den Herrn Moses Mendelssohn. Neue vermehrte Ausgabe, Breslau: Heinrich Schenk. 13. Kant, Immanuel (2006). Anthropology from a Pragmatic Point of View, Cambridge: Cambridge Uni- versity, Trans. Robert Louden. 14. Kant, Immanuel (1999). Correspondence, Cambridge: Cambridge University Press, Trans. Arnulf Zweig. 15. Kant, Immanuel (2000). Critique of the Power of Judgment, Cambridge: Cambridge University Press, Trans. Paul Guyer and Eric Matthews. 16. Kant, Immanuel (1902-1983). Kants Gesammelte Schriften, 29 Vols., Berlin: G. Reimer (now de Gruyter). 17. Kant, Immanuel (2006). Toward Perpetual Peace and Other Writings on Politics, Peace and Histo- ry, New Haven: Yale University Press, Trans. David L. Colclasure. 18. McCarthy, Thomas (1994). Kantian Constructivism and Reconstructivism: Rawls and Habermas in Dialogue, Ethics, 105(1), 44-63. 19. Murray, Bradley (2007). Kant on Genius and Art, British Journal of Aesthetics 47(2), 199-214. 20. Newton, Isaac (1803). The Mathematical Principles of Natural Philosophy, Vol. 2, London: Knight & Compton, Trans. Andrew Motte. 21. Nickles, Thomas (2008). Scientific Discovery, in Stathis Psillos and Martin Curd (eds.) The Rout- ledge Companion to the Philosophy of Science, London: Routledge, 442-451. 22. Popper, Karl (1963). Conjectures and Refutations: The Growth of Scientific Knowledge, London: Routledge. 23. Rawls, John (1971). A Theory of Justice, Cambridge, MA: Harvard University Press. 24. Rawls, John (1993). Political Liberalism, New York: Columbia University Press. 25. Rueger, Alexander (2008). The Free-Play of the Faculties and the Status of Natural Beauty in Kants Theory of Taste, Archiv fr Geschichte der Philosophie. 90(3), 298-322. 26. Tonelli, Giorgio (1966). Kants Early Theory of Genius (1770-1779) Part One, Journal of the His- tory of Philosophy 4(2), 109-131. 27. Zammito, John (1992). The Genesis of Kants Critique of Judgment, Chicago: Chicago University Press. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 47 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 48 La constitution dun espace public tribal en milieu urbain Georges MADIBA* LACREM Dpartement des Sciences de la Communication, Douala, Cameroun Rsum : La recherche de meilleures conditions de vie conomique a suscit un exode massif de la priphrie rurale vers les centres urbaniss. Cette recherche de lEldorado est un des facteurs lorig- ine des flux migratoires massifs observs depuis la fin des annes 1990 Douala et Yaound, les deux principales mtropoles camerounaises. Cet article se propose danalyser quelles sont les stratgies actantielles et les interactions qui sous-tendent le fonctionnement de ces regroupements communautaires et quels sont les enjeux qui dterminent laction dans les foyers communautaires. En nous appuyant sur le con- cept habermassien despace public, nous montreront que les foyers communautaires sont une forme prive de lexprience publique. Mots-cls : espace public, communaut, migration 1. Esquisse dune grammaire signifiante de la conflictualite dans les foyers communautaires au cameroun La recherche de meilleures conditions de vie conomique a suscit un exode massif de la priphrie rurale vers les centres urbaniss. Cette recherche de lEldorado est un des fac- teurs lorigine des flux migratoires massifs observs depuis la fin des annes 1990 Douala et Yaound, les deux principales mtropoles camerounaises. Ces deux bassins humains sont devenus des lieux de confrontation des cultures et de construction de nouvelles identits tribales 1 (Amselle, Mbokolo, 2005). Leur urbanisation, anarchique, saccompagne depuis lors dune extrme htrognit aussi bien sur le plan social que culturel. Au point qu Douala, la capitale conomique, par ponymie tribale, les villages simportent au sein de la ville : on parle alors des quartiers New Bell Haoussa , New Bell Bamilk , * Contact: madigeo@yahoo.com. 1 Tribu et ethnie sont des termes souvent employs lun pour lautre. Il sagit dun ensemble de person- nes qui se reconnaissent un mme anctre ou qui ont en commun un mme systme de valeurs, une mme culture, quelques fois une mme langue et un territoire, parfois symbolique. Nous les utiliserons indiffremment. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 49 50 Globalization and Changing Patterns in the Public Sphere Quartier Bafia 2 (Ela, 1983 : 129), etc. Si les regroupements par affinits tribales ont recon- stitu le village en ville, ils ont aussi contribu la construction des foyers communautaires 3 . Eu gard la multiplication de ces lieux de rencontre et de discussion dans la ville de Douala nous porterons notre interrogation principale sur les stratgies du dit et du fonction- nement intracommunautaire dans les foyers bamilk 4 , dans la mesure o ils constituent lessentiel de ces lieux de regroupement. Do les questions : Quelles sont les stratgies actantielles et les interactions qui sous-tendent le fonctionnement de ces regroupements communautaires ? Quels sont les enjeux qui dterminent laction dans les foyers communau- taires ? Comment se structure cet espace priv publicis ? Notre corpus sera essentiellement constitu du dit ainsi que des stratgies des acteurs qui frquentent les foyers des communauts Bakou, Nd et Bamougoum 5 de Mai 2009 Avril 2010. Ils ont t choisis pour des raisons daccessibilit de linformation 6 . Ces foyers sont tous situs Douala (dans la zone de Bassa) et appartiennent la grande communaut bamilk, originaire de lOuest Cameroun. Nous avons opt de limiter lobservation de ce phnomne Douala, car cest la capitale conomique et la ville la plus importante du Cameroun sur le plan dmographique 7 . Elle a attir et continu dtre llment capteur de nombreuses populations venant de divers horizons, mais surtout de la rgion de lOuest (Ela, 1983 : 51-52). Douala comporte en son sein lessentiel des grands groupes ethniques du Cameroun et une pluralit dassociations ethno-rgionales. Au point que la mtropole ressemble davantage un territoire de continuum 8 (Brunet, 1992 : 27). 2 Haoussa , Bamilk , Bafia etc, sont quelques unes des ethnies quon retrouve au Cameroun. Selon les sources officielles, ce pays dispose de 228 ethnies, parmi lesquelles une vingtaine de grands groupes.. 3 Nous entendons par Foyer communautaire un lieu de regroupement des individus originaires dune mme aire gographique ou appartenant une mme ethnie dans le but de mener des actions collectives quils ne pourraient mener individuellement au bnfice des ressortissants de ce territoire dorigine. 4 Ethnie de lOuest Cameroun, les bamilk ont une forte tradition commerante. Un esprit de commu- nautarisme pouss, une solidarit agissante sont quelques critres qui les caractrisent aux yeux des autres communauts. 5 Leur dnomination complte et leurs effectifs sont les suivants : Foyer Bakou (45 membres), Foyer culturel Nd (38 membres), Foyer culturel Djunang Bamougoum (29 membres). Soit un total de 112 membres. Notre chantillon est compos uniquement dhommes car ces foyers fonctionnent sur le principe de la sparation de sexes : Hommes et femmes sont spars lors des runions mensuelles. Ils se retrouvent seulement en assemble plnire une fois par semestre. 6 Ces foyers sont en plus ceux qui ont le moins caus de problme notre prsence pour lobservation de lobjet tudi. Il nous a t difficile davoir accs un certain nombre dinformations ou dassister cer- taines runions dans la mesure o ce sont des socits de frater o ltranger est considr comme un espion qui peut nuire la communaut. 7 Selon les donnes officielles, manant du dernier recensement du BUCREP publi en mai 2010, Douala compte environ 2.000.000 dhabitants et Yaound 1.500.000. Ces chiffres sont contests par de nombreux acteurs politiques qui les estiment minors par le gouvernement. Lintention tant, selon eux, de minimiser le poids politique de cette ville rpute frondeuse. Voir Le Messager n3101 du 17 Mai 2010, pp.5-9. 8 En gographie on considre quun territoire de continuum est un territoire construit par des migrants en transformant celui daccueil selon leurs modles doccupation de lespace. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 50 Notre mthode de recherche cumule une observation participante et une enqute par entretien auprs dun chantillon constitu de 40% de la population totale des trois commu- nauts concernes (112 adhrents), soit 45 membres. Les personnes composant cet chantil- lon sont ges de 20 59 ans et ont une activit conomique dans le secteur formel ou informel 9 (Lautier, 2004 : 38-41) leur permettant de participer au dveloppement de leur ter- ritoire dorigine. Il sagit dun chantillonnage alatoire simple qui permet la gnralisation partir de lchantillon de la population quil reprsente 10 . Tableau 1. Structure de lchantillon. Source : auteur. I = Adhrents ayant une activit qui relve du secteur informel. F = Adhrents ayant une activit qui relve du secteur formel. Lobservation participante nous offre une apprhension du phnomne de lintrieur tan- dis que lenqute par entretien nous permet dobtenir, des actants eux-mmes, le sens quils donnent leurs actions. Notre approche thorique se nourrit de lanalyse smiotique de la structure de Greimas. Elle permet de trouver la signification cache dun discours ou dun acte dans le contexte et dans les relations que lacteur entretien avec son environnement. Cest ainsi que le concept de stratgie articule notre rflexion sur les enjeux de lagir en communaut. Derrire ce choix conceptuel se dessinent les oppositions de lgitimation, propres aux organisations dynamiques. Cette toile de fond conflictuelle constitue en soi un angle majeur pour aborder la constitution de lespace public et la notion dactant dans un micro univers social. Historiquement, le concept despace public correspond symboliquement un champ daction o les diffrents acteurs, travers la discussion et le dbat contradictoire, participent la fondation des cadres institutionnels de linteraction politique et sociale (Habermas, 1997 : 89-92). Il sagit en fait dun espace de mdiation entre la Socit civile et ltat (Wolton et alii, 2008 : 379, Miege, 1995, 49-55). Dans la multiplicit de perspectives et des critiques suscites par ce concept, nous ne retiendrons que la dfinition canonique de Jurgen Habermas 11 (voir Schudson, 1995 : 192-193) qui laisse entrevoir le champ de la communica- Media, Globalization and the Public Sphere 51 Age et secteur dactivit 20 30 ans 31 40 ans 41 50 ans 51 59 ans TOTAL Foyers I F I F I F I F NDE 2 1 2 4 2 2 0 2 15 BAMOUGOUM 4 1 3 1 1 4 1 0 15 BAKOU 3 0 2 2 2 4 1 1 15 TOTAL 9 2 7 7 5 10 2 3 45 9 Le secteur formel correspond aux emplois salaris dans un des trois secteurs du public ou du priv (agriculture, industrie, ou services). Le secteur informel est en marge de lconomie formelle. Ce sont gnralement des activits lies la dbrouillardise. 10 Nous avons conscience de la fragilit de ce type dchantillonnage au plan de la reprsentativit. Nous avons voulu constituer un chantillon quilibr (ge, profession, etc.) qui puisse prsenter la population de ces foyers en faisant fi de la variable genre. 11 Ce qui nous permet dviter les interrogations sur les diffrentes volutions de lespace public moderne , qui se serait vid de son sens, ainsi que les critiques que ce concept a suscites propos de la Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 51 tion en communaut comme un lieu dargumentation, mais aussi comme un espace de rap- ports conflictuels entre les diffrents acteurs (Qur, 1982 : 78.). La conflictualit contenue dans la dfinition du concept espace public nous permet dar- ticuler les oppositions stratgiques celles structurelles du schma actantiel de Greimas. La stratgie nest rien si en face il ny a pas dadversaires ou des facteurs externes et internes qui concourent sa russite. Cest travers ce jeu de positionnement dans le dbat contradictoire qumerge lespace public. Aussi nous considrerons la conflictualit (les oppositions) comme le fil dAriane de notre rflexion. Dans un premier temps nous montrerons les diffrents rles sociaux du foyer communau- taire dans un environnement urbain domin par lindividualisme. Puis nous mettrons en exergue les stratgies des acteurs dans la sphre daction plurielle quest le foyer. Enfin nous montrerons les logiques structurantes de cet espace de dbat. 2. Le foyer communautaire : le village en ville Dans le contexte conomique et politique camerounais, on assiste une floraison de regroupements ethno-rgionaux qui rendent compte du bouillonnement du champ social et des dynamiques ethniques qui traversent les principales mtropoles camerounaises, Douala et Yaound. Leur mergence est historiquement lie aux questions conomiques issues de la colonisation et des travaux pour la construction des centres administratifs (Ela, 1983 : 12-14). Au point que ces deux villes deviennent des creusets de populations allognes qui y recrent des formes dorganisation villageoises. Ainsi le foyer socio-culturel 12 a quatre rles dans le nouvel espace territorial o se trouvent ces populations allognes. 2.1 Vie urbaine et mentalit ethnique La reprsentation est lune des principales fonctions du foyer communautaire en milieu urbain. Comme une Ambassade reprsente un pays hors de ses frontires, le foyer commu- nautaire regroupe rgulirement les membres du village en ville, un peu comme une chefferie. Il est dirig par un reprsentant du chef (qui est en mme temps prsident de lassociation des membres du foyer). Celui-ci rend compte au Roi ou au Chef du village des activits de ses ressortissants en ville : le foyer communautaire, cest comme lAmbassade dun pays lex- trieur. Tous les ressortissants de ce pays vivant lextrieur () quand ils ont un problme, ils se retrouvent lAmbassade. De mme quand un Bakou arrive Douala, il est tranger, et 52 Globalization and Changing Patterns in the Public Sphere qualit et non la quantit des participations; concernant la perversion ne de la culture de masse, voir Erik Neveu, Les sciences sociales face lespace public, les sciences sociales dans lespace public , in Isabelle Pailliart (dir), Lespace public et lemprise de la communication, Grenoble : Ellug, 1995 ; ou alors la discrim- ination lie aux particularismes des identits culturelles, voir Nicholas Garhnam, Emancipation, The Media and Modernity : Arguments About the Media and Social Theory, Oxford : Oxford University, 2000, p.170. 12 Nous utiliserons indistinctement foyer communautaire et foyer socio-culturel pour signifier que ces deux appellations, dans le contexte, renvoient une mme ralit : un lieu de regroupement des ressortissants de la communaut pour poser et grer les problmes politique, conomique, sociaux et cul- turel des populations en ville et participer au dveloppement du village. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 52 l o il doit aller sadresser cest au foyer. 13 . Les ruraux rsidents en ville considrent le foyer comme le symbole de leur identit, de leur origine dans un territoire qui leur est hostile. 2.2 Le contrepoids l individualisme urbain Dans la mesure o la ville est devenue le lieu de lindividualisation lie la socit de con- sommation de masse, le foyer joue aussi un rle de rliance sociale dans la socialit commu- nautaire. En ce sens quavec lorganicit tribale (Michel Maffesoli) et la dfaillance des rseaux tatiques de prise en charge sociale, on assiste au dclin du mythe de lindividu, matre de ses choix dans la socit moderne () Il est tributaire des autres, accepte un donn social et sinscrit dans un ensemble organique. (Maffesoli, 1988 : 87). Le foyer communau- taire joue donc en soit un rle de contrepoids lindividualisme citadin par une solidarit mcanique 14 (Durkheim, 2003 : 23-29). () On nentre pas ncessairement en relation avec ses voisins [du quartier]. Mais on connat les gens de son village qui se trouvent lautre bout de la ville. (Ela, 1983 : 59) Les formes dorganisation de la vie en milieu urbain exigeant de plus en plus une individ- ualisation, les arrivants considrent le foyer communautaire comme un refuge pour leur int- gration ou simplement pour la construction de leur identit socioculturelle de villageois et de no citadin : Exclu de lespace gographique du village, un individu banni lest aussi de lespace social du groupe en campagne, comme dans les milieux associatifs de sa chefferie en ville. (Tchawa, 2007 : 22) (Voir tableau 2). Tableau 2. Les motivations ladhsion dans les foyers. Source : auteur. Media, Globalization and the Public Sphere 53 Foyers communautaires Raisons deladhsion Nd Bakou Bamougoum Total Pourcentage% Solidarit, entraide et assistance 9 6 8 23 51.11 Retrouvaille en famille 1 3 1 5 11.11 Raisons conomiques et financires 4 5 4 13 28.88 Affirmation de lidentit culturelle 1 1 2 4 8.88 Total interviews 15 15 15 45 100 13 Entretien formel le 25 octobre 2009 avec Roger Siandjeu, membre du foyer Bakou son domicile. Car il est formellement interdit de recevoir un tranger dans le foyer. Roger Siandjeu est commerant, grant dun magasin de produits alimentaires. 14 Emile Durkheim explique que dans les socits traditionnelles, la conscience collective dapparte- nance un groupe ethnique et la tendance la vie communautaire sont fortes. Ce qui diffre de la ville o la solidarit est organique et se manifeste par une conscience individuelle forte et une faible pression du groupe sur lindividu. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 53 Les motivations ladhsion aux foyers communautaires sont pour lessentiel la solidar- it organique en milieu urbain,(62.22%). Selon les interviews il sagit de lentraide, lassis- tance toute preuve et de la chaleur des retrouvailles familiales. Se considrant comme des trangers sur leur territoire daccueil, ils se mobilisent pour mieux faire face lad- versit et manifester une mutuelle solidarit mcanique. Les bamilk tant majoritairement des commerants, les foyers socioculturels font aussi office dinstitution financire travers la tontine et lpargne. La tontine nest pas seulement un instrument financier. Elle est surtout un lieu de socialisation et de cration dune solidar- it tribale (Lautier, 2004 : 63). Les diffrentes caisses qui y sont ouvertes (pargne, scolaire, solidarit, etc) permettent aux membres de percevoir de largent sans tracasseries adminis- tratives et autres garanties afin de dmarrer ou de consolider leurs activits conomiques. Dans un contexte de prcarit financire, la dimension conomique des foyers socioculturels nest pas ngliger (29% des motivations ladhsion lassociation). Au plan politique, les foyers communautaires sont de vritables espaces dexpression citoyenne. Ils se prsentent comme des micros structures o la prise de parole et lexpression sont codifies comme dans les organisations politiques : les lections y sont libres et trans- parentes. Ce sont donc en quelque sorte des espaces de formation un esprit dmocratique balbutiant pour les citoyens. 3. Les strategies des actants dans un espace communicationnel codifi Espace de vie sur un mode associatif et alternatif, les foyers ethnocommunautaires sont aussi des lieux dune expression plurielle. Les principales thmatiques de ces topos ethniques ne se limitent pas aux problmatiques de type organique. Ils sont surtout traverss par les pro- blmatiques nationales sur le plan de la reprsentativit locale et celles plus particulires du dveloppement de la communaut dorigine (lectrification, adduction en eau potable, con- struction des coles et centre de sant etc). Les intrts politiques ny tant que sous-jacents, pour y parvenir, les acteurs dveloppent des stratgies qui peuvent tre divergentes. 3.1 Un espace dinformation hirarchis et de communication codifie Linformation est au centre de la vie de la communaut. Lessentiel est constitu des nou- velles en provenance du village et celle des activits des membres en milieu urbain. Sa mise en circulation obit une hirarchisation centralise autour des dirigeants, notamment du chef de famille ou du prsident de lassociation. Ceux-ci restent les interlocuteurs privilgis du Roi ou du Chef du village, en leur qualit de reprsentant lgitime de ce dernier en ville. Quelle soit descendante ou plus rarement ascendante, cette information constitue un l- ment fondamental de la sociabilit pour les membres de la communaut. Le processus de cir- culation de linformation dans ces espaces suit une trajectoire hirarchise deux niveaux, une sorte de two steps flow of communication . Au premier niveau de la trajectoire se trouvent les dirigeants de la communaut. Ils sont ceux qui reoivent linformation, quelle provienne du village ou des membres en interne, jugent de sa pertinence et de son intrt pour la commu- naut avant quelle ne soit diffuse dans les canaux internes de communication : laffichage ou 54 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 54 le bouche--oreille. Le second niveau de ltage est constitu des membres du foyer. Tel quil se prsente, le processus dinformation dans les foyers rend compte dune organisation forte- ment hirarchise et centralise. La communication telle quelle sy droule obit aussi un systme de codage et den- codage hors duquel linteraction communicationnelle est rendue impossible 15 . 3.2 Les stratgies des acteurs Pour comprendre le fonctionnement des foyers socio culturels, nous avons pris en compte leur structuration et leur organisation en considrant les membres comme des actants , au sens greimassien. Toute organisation humaine tant traverse par des intrts divergents, les acteurs mettent en place des stratgies pour atteindre leurs objectifs et con- tourner les diffrentes oppositions auxquelles ils doivent faire face et influencer les activits du groupe. Dans les foyers communautaires, les acteurs appartiennent deux grands groupes : les dirigeants ou leaders et les dirigs. Les dirigs encore appels Assemble incarnent le peuple au sein du regroupement communautaire. Constitus des diffrentes tranches dge, ils forment pourtant le pouvoir rel en ce qui concerne la vie du foyer communautaire, dans la mesure o ils sont ceux qui accordent la lgitimit aux dirigeants. Comme dans toute structure de type dmocratique, la mobilisation des dirigs est un atout et un danger pour les dirigeants. Ils peuvent par leur vote faire ou dfaire les prsidents dassociation. Quand ils ont limpression que leurs intrts sont menacs, ils dploient des stratgies partir des mobilisations de masse, pour faire face leurs adversaires. Les dirigeants sont ceux qui ont t lus comme membre du bureau de lassociation. Ainsi, partir du pouvoir obtenu de llection, ils orientent la vie de lorganisation dans les grands axes qui font lobjet de leur regroupement, quil sagisse des projets de construction dcole, de centre de sant ou alors de toute autre ralisation sur le territoire dorigine. Dans les relations-fonctions des membres de la structure organisationnelle quest le foyer communautaire, le mme actant peut tre reprsent par plusieurs acteurs, mais gale- ment un acteur peut remplir plusieurs rles actantiels, dans une sphre daction (Vladimir Propp) qui peut tre plurielle, au gr des intrts en jeu. Ce qui fait des runions communau- taires des cadres de ngociation et de cloisonnement des ides et des rles qui gnrent des attentes particulires . (Sikomb cit par Tchoupie, 2008 : 14) Il en est ainsi au foyer Nd lors de la runion du 27 mars 2010 concernant la constitution dun comit dorganisation des lections au bureau de lAssociation. Propos par le prsi- dent sortant, le comit dorganisation a t vivement critiqu, souponn par certains mem- bres du bureau dtre taill sur mesure pour sa rlection. Au-del des dsaccords entre les membres du bureau, dans lassemble des groupes de 4-5 personnes se sont forms dans le but de partager des arguments pour rallier un clan et influencer en nombre le camp adverse. Media, Globalization and the Public Sphere 55 15 Dans le foyer Nd, nous avons constat que la prise de parole publique est tributaire dun rituel com- municationnel entre le locuteur et lassemble. La prise de parole par le locuteur est prcde du mot Dpartement et la rponse de lassemble Nd . Ce rituel confre au locuteur le droit de sexprimer, sinon le silence de lassemble son appel lui signifie une rprobation. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 55 Le dbat observ tait sur deux plans. Le premier niveau relevait une opposition entre le prsident et certains membres du bureau ayant des ambitions prsidentielles. Et le second une opposition entre les diffrentes composantes de lassemble entre elles pour rallier un des deux ples qui se dessinaient. Le premier niveau de lopposition comportait des membres du bureau quon pourrait qualifier de anti comit . Ils soutenaient lide que le comit dorganisation devrait tre modifi et recompos, tandis que ceux favorables au prsident estimaient que le bureau form pouvait prendre place sans aucune forme de modification. Cette opposition (mem- bres du bureau pro ou anti comit dorganisation) rend compte de la dimension intrinsque- ment conflictuelle du pouvoir au sein du foyer. Autrement dit : tout pouvoir cre son contre pouvoir. A travers les financements quils mettent la disposition de lassociation commu- nautaire, le prsident du bureau et ses membres simposent alors comme des personnalits incontournables tant en ville quau village : quand on est chef, cela veut dire quen toutes choses on doit tre le premier. Cest ce qui permet que je sois respect dans notre associa- tion 16 . Dans la tradition bamilk o la notabilit confre un respect et une reconnaissance sociale, leurs ralisations leur permettent de bnficier des titres de notables auprs du Chef ou du Roi. Ainsi ils deviennent des membres influents dans la cour royale. Cest en cela que les acteurs mettent sur pied des stratgies leur permettant daccder au poste de prsident de lassociation communautaire, reprsentant du chef en ville. Il constitue, pour de nombreux membres, un tremplin vers des fonctions lectives nationales ou locales pour leur satisfac- tion personnelle. Ces runions au cours desquelles on dlibre essentiellement sur les problmes locaux sont loin dtre de simples rencontres entre personnes qui poursuivent des objectifs identiques. Certains, les lites les utilisent comme des moyens pour parvenir dautres fins auprs de la cour royale ou alors auprs des hommes politiques 17
Le second niveau dopposition qui runissait la majorit des membres de lassemble met en exergue les stratgies interindividuelles pour influencer les diffrents acteurs de la communaut rallier un ple daction. Dans le cas du foyer Bamougoum lors de la runion du 07 Fvrier 2010 concernant la construction dun centre de sant, le taux de participation individuelle au financement de cette uvre sociale avait t fix F/CFA 50 000 (soit 80 euro). De nombreux membres de lAssemble estimant ce montant lev, ont lev une motion dordre afin de revoir la baisse ( F/CFA 30 000 soit 50 euro) cette somme. La proposition fut adopte deux mois plus tard compte tenu de ce que les membres contes- tataires taient majoritaires (18 sur 29 adhrents, soit 62% de leffectif du foyer). Ce qui traduit lide selon laquelle dans les foyers il existe deux formes dopposition dans les inter- actions: lopposition verticale (entre le bureau et lassemble) et lopposition horizontale (les membres du bureau et de lassemble entre eux). Au regard de cette double opposition, on remarque que toute organisation suscite le dveloppement des stratgies de conqute ou de conservation du pouvoir travers un schma dopposition structurelle. 56 Globalization and Changing Patterns in the Public Sphere 16 Entretien formel avec Andr Mofah, Prsident du foyer Bamougoum , le 22 octobre 2009 son domicile. Il est par ailleurs comptable dans une institution de micro finance. 17 Entretien formel avec Joseph Fokwe, (Trsorier du foyer Nd , cadre commercial dans lAssurance) le 12 Avril 2010 son domicile. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 56 3.3 Le schma oppositionnel des actants A partir dune lecture smiotique de la structure dun rcit littraire, Algirdas Julien Greimas met lide que, malgr des diffrences dans leur ralisation, les rcits littraires ont une structure commune. Ainsi il est possible de dcrire lorganisation dun micro univers en dterminant ses lments constitutifs, ses traits caractristiques, ses fonctions ainsi que les rapports quils entretiennent au sein de lensemble (Greimas, 1986: 178-186). Greimas explique par ailleurs que le rcit peut tre compris comme une qute menant acqurir un objet recherch, quelle que soit sa nature, concrte ou abstraite. Il met ainsi en relief un ensemble doppositions qui rendent compte des moyens par lesquels les diffrents actants procdent dans leurs interactions. Dans cette perspective, il retient trois catgories dactants qui rendent compte de cette approche de la stratgie. Destinateur Sujet Destinataire Adjuvant Objet Opposant Ce schma peut tre lu partir de trois axes (vouloir, savoir et pouvoir) qui correspon- dent des oppositions. Sa comprhension rside dans les relations et les fonctions que les actants ont entre eux. Dun ct le Sujet est reli lObjet par laxe du dsir (ou du vouloir). Cest le Desti- nateur qui charge le sujet dacqurir un Objet donn. Axe du dsir Destinateur Sujet Objet De lautre ct, le Sujet est reli au Destinataire, qui est bnficiaire du rsultat de la qute, par laxe de la communication (ou du savoir). Axe de la communication Sujet Destinataire De lautre enfin, celui de la lutte (ou du pouvoir), le Sujet est reli lAdjuvant. Le rle de lAdjuvant consiste aider le Sujet accomplir sa mission, par rapport lOpposant, qui lempche de raliser sa mission (Greimas, 1986:180). Axe de la lutte Adjuvant Sujet Opposant La schmatisation la plus simple de lapproche greimassienne correspond au couple adju- vant/opposant 18 . Nous lavons reprsente dans notre schma par facteurs aidant le dirigeant laction (Adjuvant) et facteurs empchant le dirigeant laction (Opposant). En considrant le fonctionnement dans un foyer socio culturel comme une structure actantielle avec des classes dactants (les dirigeants et les dirigs) on peut caractriser les facteurs ( aidant , poussant et empchant ) qui rentrent en ligne de compte des Media, Globalization and the Public Sphere 57 18 Nous nous inspirons de cette approche des stratgies et de lanalyse fonctionnelle des actants pour tenter dappliquer le schma actantiel dans le domaine de recherche qui est le ntre. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 57 stratgies 19 . En adaptant ce modle aux ralits dune organisation communautaire non marchande, nous proposons lillustration des stratgies actantielles sous la forme suivante : * Facteurs poussant Le dveloppement du village Dirigeant/Leader * Facteurs aidant Le dveloppement du village Membres du bureau * Facteurs empchant Le dveloppement du village Membres du bureau et autres Dans la sphre daction que reprsentent les runions du foyer, on constate que certains acteurs (membres du bureau) jouent plusieurs rles au gr de leurs intrts. Ils peuvent tre la fois des facteurs aidant et/ou empchant le leader la ralisation de sa mission. La mise en commun de comptences managriales et financires reprsente une qute dont le but principal est le dveloppement du territoire dorigine et le bien tre des parents qui y sont rests (Objet) par le Dirigeant/Leader (Sujet) pour que la ville paye ses dettes au village (Destinataire) selon lexpression du gographe Martin Kuet. Dans cette qute, le leader peut tre pouss par des personnes ou des motivations diverses (Destinateur). Les autres membres du bureau lu peuvent savrer, sur le court terme, tre un obstacle, sils souponnent que le Prsident (Leader/Dirigeant) se sert de la communaut comme dun tremplin pour des objectifs personnels (devenir notable, conseiller municipal, maire ou dput de leur circonscription dorigine). Le Dirigeant pourrait donc tre aid ou gn par des facteurs externes ou internes (Adjuvant ou Opposant) qui influencent, directement ou non, ses stratgies. Ces facteurs internes concernent principalement la personne du Leader et dpendent de ses qualits intrinsques. Ce sont sa capacit manager, son image auprs des membres de la communaut, ses stratgies de persuasion, sa motivation, bref son implication dans la vie de la communaut tribale en ville. Parmi les facteurs externes nous pouvons citer les notables et le chef du village. Ils jouent un rle essentiel dans le cadre institutionnel o se droulent les projets de dveloppement. Ce sont eux qui permettent de lgitimer ou non le leader dans sa communaut. Lapprcia- tion quils peuvent avoir du Dirigeant est tributaire des actes quil pose. Et cette apprciation peut aider son adoubement politico-traditionnel. Il existe dautres facteurs conomico- politiques (les moyens financiers, les rseaux politiques, la situation professionnelle, etc.) lis la personne mme de lacteur. La poursuite des objectifs de chacun des acteurs dans ces associations ethniques permet de se rendre compte de leurs oppositions et ainsi des stratgies que les uns et les autres se donnent pour parvenir leur but. Toute organisation tant un lieu dopposition dintrts, des relations de pouvoir, dinfluence, lacteur dveloppe des stratgies dadaptation en fonction 58 Globalization and Changing Patterns in the Public Sphere 19 -Les facteurs poussant sont ceux qui permettent dexpliquer les motivations psychologiques ou matrielles de lAction (exemple : le dveloppement conomique du village) -Les facteurs aidant aident le leader raliser sa mission - Les facteurs empchant sont ceux qui se prsentent au leader comme un obstacle dans la ralisation de son action. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 58 des intrts quil poursuit dans la structure. De sorte que les attitudes et comportements adopts par lui ne soient que des lments qui permettent de contrler des zones dincerti- tudes des autres acteurs afin de tirer son pingle du jeu (Crozier et Friedberg, 1977 : 39-41). Au-del des objectifs collectifs qui engagent toute la communaut, les membres sont cha- cun porteur dun ou de plusieurs intrts sous-jacents, les uns et les autres prennent part leur dfense travers des dbats contradictoires au sein du foyer communautaire. Cette mobilisation des citadins la mentalit ethnique recre dans ces foyers une sorte darbre palabre lafricaine. La violence des discours des dirigs et des dirigeants, sans ncessaire- ment dpasser un seuil critique, laisse penser au rituel de la palabre, socle dun espace pub- lic villageois de dbat 20 (Bangas, 2003 : 164-165.). 4. La formation et la structuration dun espace public villageois en milieu urbain Rsultat de la libralisation du champ socio-politique dans les annes 1990, lEspace public merge comme tant un ensemble de lieux dexpression de la parole publique tra- vers le dbat. Les mutations des socits modernes lont amen se spcifier selon les acteurs et les publics pour en faire des micros espaces de proximit qui conservent, malgr tout, leur caractre conflictuel. 4.1 Des micro-espaces publics de proximit Initialement cest donc par la discussion qumerge lespace public au Cameroun. Con- trairement la socit bourgeoise europenne du 18 me sicle dcrite par Habermas, le- space public, au Cameroun, se forme grce une tradition tribale de la palabre et de la dis- cussion publique (Madiba Oloko, 2004 : 295). Les foyers communautaires en milieu urbain sont le rsultat des dynamiques ethniques qui expriment la monte du repli identitaire. Ils reprsentent lexpression prive (les problmes du village) sur la place publique. Cette expression est loin dtre une unanimit de circonstance. Chaque membre argumente son point de vue afin de ressortir des dbats un consensus salutaire pour la ralisation des projets communautaires. Les foyers sont comme de vritables socles sur lesquels repose toute prise de dcision collective o se pratique de la dmocratie de proximit, une dmocratie participative. Les diverses runions auxquelles nous avons assist en donne limage dune dmocratie idal- ise (Tchoupie, 2008 : 14). Mme si on doit reconnatre que certains problmes globaux et cruciaux ne peuvent trouver leur rsolution que sur le plan national, les foyers communau- taires restent pertinents pour grer des situations plus modestes lchelle locale afin de donner une forme sociale, territoriale et culturelle une (sous) communaut locale . Media, Globalization and the Public Sphere 59 20 Dans la tradition africaine, pour mettre fin un conflit ou rgler un contentieux, les adversaires se ru- nissent la place du village o se trouve symboliquement un baobab ou un arbre imposant afin de permettre au juge de dire o se trouvent les torts et de ramener le fautif la sagesse. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 59 (Bertho et Sintomer, 2010) Une tendance qui des socits modernes (Blondiaux, 2008 : 15.) o se multiplient de plus en plus des micro espaces publics ethniques. 4.2 Espace priv publicis, espace public privatis Daprs la dfinition canonique de Jrgen Habermas, lespace public est comprendre comme une sphre des personnes prives rassembles en public et qui font usage de la rai- son. Elle est en opposition celle de lexercice du pouvoir de lEtat (Habermas, 1997 : 38.). Au Cameroun, la reconfiguration de lespace public global a chang considrablement les pratiques des individus qui sont en perptuelle qute despaces dexpression de leurs opinions. Ainsi les regroupements associatifs et communautaires deviennent des lieux din- tgration urbaine des diffrentes couches populaires qui y adhrent ; ils favorisent la seg- mentation de lespace urbain de parole et lexpos de certains problmes publics dans les espaces de proximit (Ab, 2004-2005 : 22-23). Tout comme la cour royale, le foyer socio-culturel est un lieu qui accueille les individus appartenant la communaut afin quils puissent dbattre des problmes du village. Cette dis- cussion qui se droule selon le principe du dbat contradictoire participe lmergence dun espace public, entendu comme un espace symbolique o sopposent et se rpondent les dis- cours, la plupart contradictoires, tenu par les diffrents acteurs politiques, sociaux, religieux culturels, intellectuels, composant une socit (Wolton, 1997 : 380-381). Les questions qui sont dbattues dans ces assembles sont celles qui concernent une communaut locale restreinte. En cela les foyers communautaires restent au mme titre que la famille, une sphre prive domestique distincte de la sphre publique. Ce qui en fait un espace priv o se vit le secret de la communaut. Quil sagisse dassociations de regroupement sur une logique iden- titaire, idelle ou simplement tribale ces espaces permettent aux individus dexprimer leurs opinions sur des questions dintrt national ou local. Ds lors quen milieu urbain, les per- sonnes prives discutent en un lieu public (appartenant une communaut prive) des prob- lmes dont lintrt relve du priv, alors on constate la privatisation de lespace public et de manire subsquente la publicisation des problmes privs. Comment ces citoyens sapproprient-ils lespace public pour en faire une sphre prive ? Comment est-elle structure ? Quelles interactions y prvalent ? 4.3 Un espace conflictuel dintrts divergents En nous rfrant lanalyse bourdieusienne de la Socit comme un ensemble despaces sociaux plus ou moins autonomes, traverss par des rapports conflictuels, trois champs majeurs se superposent : le champ culturel, conomique et politique. Nous dfinissons le- space social comme tant une sphre dans laquelle toute position considre ne peut tre dfinie que par rapport aux diffrentes valeurs et variables qui structurent le systme : les agents et le capital (Bourdieu, 1984 : 3). Et nous considrerons le foyer communautaire comme un champ, selon la dfinition bourdieusienne, cest--dire un rseau, une configura- tion de relations objectives entre des positions () dfinies objectivement dans leur existence et dans les dterminations quelles imposent leurs occupants, agents ou institutions (). 60 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 60 (Bourdieu et Wacquant, 1992 : 70-85.) Cest donc en quelque sorte comme une structure o les agents se comportent comme des joueurs, ayant des positions dfendre ou conqurir. Pour ce jeu , le capital (culturel et conomique) et le positionnement auprs des instances politiques et royales de la communaut sont des lments de laction, le moyen et la fin de toute posture dans le foyer communautaire. Cest en cela que par sa structure, le foyer socioculturel comporte une relation conflictuelle ; do lide quil est un espace de forces et dintrts opposs. On en conclut alors que lespace public tribal en milieu urbain est une sphre qui emprunte principalement sa composition et sa structure aux interactions entre lespace politique et lespace socio-conomique ; chacun de ces espaces se construisant par des conflits entre les agents dominants et domins ou entre les agents de conservation et de subversion. Schma 2. La structuration des micro-sphres publiques. Source : auteur. Sphre prive = Domaine du prive Sphre publique = Domaine de lEtat (domaine du local) (domaine du global / du national) Media, Globalization and the Public Sphere 61 SPHERE VILLAGEOISE - Individus et regroupements communautaires (Domaine public d'action col- lective pour les intrts privs) SPHERE DOMESTIQUE - Individus et familles (Domaine de l'intimit et des pratiques culturelles individualises) SPHERE PUBLIQUE D'ECHANGES - Partis politiques - Associations citoyennes (Domaine public restreint) -Socit civile (Domaine de la proposition pour la gestion de la res publica) SPHERE ETATIQUE Etat (Domaine d'application de la loi par l'Etat) Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 61 Au risque de simplifier lillustration des micro- structures de lespace public, dans le schma ci-dessus (schma n2) nous avons voulu donner un aperu de la disposition des micro-espaces public et priv qui composent lespace public tel quil se prsente au Camer- oun 20 . Il ressort de ce schma lide que ce qui dmarque les regroupements ethnovillageois de lEtat spare en mme temps le domaine priv du domaine public. Lespace public se dfinit dans le domaine public (sphre publique dchanges et sphre tatique) en y ajoutant le domaine priv (individus, familles, communauts). Tandis que la sphre prive inclut la fois la sphre villageoise et la sphre domestique. Ce schma nous permet donc de distinguer clairement la sphre publique de la sphre prive. La premire, la sphre publique, nait de la dmarcation davec la sphre tatique par lusage de la raison et des opinions politiques exprimes publiquement. Elle joue donc le rle dinterface entre la Sphre tatique, dont le rle est de rguler la vie par la force lgitime des lois et la Sphre prive, domaine des pratiques culturelles et conomiques pour la satisfaction des intrts des personnes prives. La seconde, la sphre prive, se compose dune frange importante de la sphre villageoise et de la sphre domestique, celle o lon se donne aux pratiques culturelles en solitaire. On voit donc que les deux sphres se compltent pour quilibrer la gestion publique de la socit. 8. En guise de conclusion Le recours au modle actantiel de Greimas nous a permis de nous rendre compte de ce que les foyers socioculturels qui se trouvent dans lespace urbain sont en principe des lieux apolitiques. Mais ils constituent de vritables arnes o chaque acteur dveloppe une stratgie pour lintrt collectif et son intrt particulier. Ils sont ainsi des tremplins pour ceux qui aspirent des mandats lectifs tant sur le plan local que national (conseiller munic- ipal, maire ou dput) ou un titre dhonorabilit traditionnelle. Ce qui constitue, pour les populations originaires de lOuest, des signes extrieurs de russite ; lide que lmigration en milieu urbain na pas t vaine. Les multiples projets que les leaders ralisent alors dans leur localit dorigine savrent des investissements qui bnficient par ricochet aux populations villageoises, mais qui doivent servir, moyen terme, les intrts de leurs promoteurs. En nous appuyant sur le concept habermassien despace public, nous sommes parvenus lide que les foyers communautaires sont une forme prive de lexprience publique. On peut donc considrer les foyers communautaires comme tant des espaces privs qui rendent compte des dynamiques sociales de certains groupes sociaux et qui, en ralit, sont lexpres- sion de leurs valeurs culturelles malgr lloignement du territoire dorigine. Autrement dit les foyers communautaires sont une manifestation publique, dans un lieu priv, des pro- blmes publics dun groupe priv. Aprs les grandes mobilisations, les manifestations de la socit en voie de dmocratisation seffectuent dsormais travers des modes alternatifs qui portent sur les identits particulires 62 Globalization and Changing Patterns in the Public Sphere 20 Nous avons conscience de la fragilit conceptuelle de la schmatisation, car on ne peut reprsenter un espace public comme un lieu clos et la sphre politique comme centrale dans la mdiation sociale. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 62 Media, Globalization and the Public Sphere 63 et sur le positionnement politique et conomique lintrieur de ces regroupements de proxim- it. Do lide que lexpression de la dmocratie dans les socits en transition se fait travers la gestion des problmes publics par les institutions prives identitaires, dans une sorte de- space public de proximit. Aprs les grandes mobilisations, les manifestations de la socit en voie de dmocratisa- tion seffectuent dsormais travers des modes alternatifs qui portent sur les identits parti- culires et sur le positionnement politique et conomique lintrieur de ces regroupements de proximit. Do lide que lexpression de la dmocratie dans les socits en transition se fait travers la gestion des problmes publics par les institutions prives identitaires, dans une sorte despace public de proximit. Bibliographie 1. Ab, Claude (2004-2005), Multiculturalisme, cosmopolitisme et intgration politique en milieu urbain : les dfis de la citoyennet de type rpublicain Douala et Yaound , Polis, revue camerounaise de science politique, vol 12, Yaound, numro spcial. 2. Bangas, Richard (2003), La dmocratie pas de camlon, Paris : Karthala. 3. Blondiaux, Loc (2008), Le nouvel esprit dmocratique, Paris : Seuil. 4. Bourdieu, Pierre avec Wacquant, Loc J.D (1992), Rponses pour une anthropologie rflexive, Paris : Le Seuil. 5. Bourdieu, Pierre (1984), Espace social et gense des classes , Actes de la recherche en sciences sociales, n52/53, Paris : Seuil. 6. Brunet, Roger (1992), Les mots de la gographie, Paris: Reclu. 7. Crozier, Michel ; Friedberg, Erhard (1977), Lacteur et le systme, Paris : Seuil. 8. Durkheim, Emile (2003), Les formes lmentaires de la vie religieuse, Paris : PUF, 5 me dition). 9. Ela, Jean Marc (1983), La ville en Afrique noire, Paris : Karthala. 10. Greimas, Algirdas Julien (1986), Smantique structurale, Paris : PUF. 11. Habermas, Jurgen (1997), Lespace public, archologie de la publicit comme dimension constitu- tive de la socit bourgeoise, Paris : Payot. 12. Lautier, Bruno (2004), Lconomie informelle dans le tiers monde, Paris: La Dcouverte. 13. Madiba Oloko, Georges (2004), Mdias, mdiations et constitution dun espace public : une analyse socio-smiotique des stratgies discursives des acteurs de la socit civile au Cameroun , Thse de Doctorat en Sciences de lInformation et de la communication, Paris III-Sorbonne Nouvelle, Paris. 14. Maffesoli, Michel (1988), Le temps des tribus, le dclin de lindividualisme dans les socits de masse, Paris, Grasset/Kincksieck. 15. Mbokolo, Elikia et Amselle, Jean-Loup (ss dir) (2005), Au cur de lethnie : ethnies, tribalisme et tat en Afrique, Paris : La Dcouverte. 16. Mige, Bernard (1995), Espace public : au-del de la sphre politique , Herms n17-18, CNRS Editions. 17. Qur, Louis (1982), Miroirs quivoques, Paris: Aubier Montaigne. 18. Tchawa, Paul (2007), Approches des dynamiques territoriales des hautes terres de lOuest par le modle de la formation socio-spatiale , in Annales de la Facult des Arts, Lettres et Sciences Humaines, n6, nouvelle srie, Yaound, Universit de Yaound 1. 19. Tchoupie, Andr (2008) Linstitutionnalisation des dlibrations dans les espaces publics au sein des chefferies Bamilk de lOuest Cameroun , Codesria, Yaound. 20. Wolton, Dominique (2008), Lespace public, Paris : CNRS Editions, 21. Wolton, Dominique (1997), Penser la communication, Paris : Flammarion. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 63 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 64 Developing a Conceptual Framework on Analyzing Effectiveness of Information Communication Technology (ICT) Sustainability Projects in Rural Communities of Malaysia Mohd Nizam OSMAN* University of Putra, Malaysia Muhammad Pauzi Abdul LATIF University of Putra, Malaysia Abstract: This paper presents a conceptual framework in analyzing the effectiveness of ICT sustainable projects in Malaysian rural communities in the context of developing knowledge-based communities in the country. The framework discussed in the paper is largely based on the critical success factors associated with the designing, developing, implementation and sustainability of ICT projects in rural communities. The cur- rent situation of ICT projects across the rural parts of Malaysia has been analyzed through the formulation and implementation initiatives. The study is conducted based on empirical observations on the overall devel- opment patterns of a number of ICT-related projects in the rural areas of Malaysia. As one of the means of generating rich data for the study, a number of carefully selected key respondents have been identified and the in-depth interview approach has been adopted to support the main arguments of the study. Thus this paper attempts to analyze the sustainability of a number of ICT projects in the rural areas of the country through the development of a Conceptual Framework. The framework contains key and significant variables which are relevant to understand the implications of sustaining ICT projects in the rural areas of the country. Keywords: ICT, rural communities, sustainable projects 1. Introduction In the last decade, ICT has advanced rapidly and its impact has become so pervasive that it is necessary to study the issues and challenges arising from its diffusion and application, particularly in the context of developing countries. This is because most governments in developing countries seemed convinced that economic growth is driven by advances in tech- nology rather than the accumulation of physical and human capital. According to this view, differences in technological development account for most of the income and growth differ- ences across countries (Easterly 2001, Easterly and Levine 2001). * Contact: nizamosman@fbmk.upm.edu.my. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 65 One of the most apparent characteristics of ICT is the convergence of computer technol- ogy and telecommunication technology which has brought about a significant growth in net- work computing, thus enabling information to be processed and transmitted at unprecedent- ed speed and time. This networking capability has brought about applications that go beyond the traditional mode of automating, thus enabling computers to be deployed to enhance productivity as one of the means of achieving economic growth. The dependence on computing technology and information services has intensified the development of a new information-based economic sector in the domestic and international market. However, the key question here is how effective and practical are the policies of these countries, particularly developing countries, in facilitating the adoption and diffusion of ICT to foster economic growth and improve productivity at the various sectors of the local economy? Many policy makers and consultants seemed convinced that ICT applications have a sig- nificant impact on customer service improvement, cost reduction, and productivity improve- ment in providing new dimensions in the marketing of products and services (Yavas et. al. 1992, Fong 2001, Pilat & Wyckoff 2003). However the actual benefits of using ICT need to be critically analysed and studied because the findings of a number of academic studies indi- cate mixed findings on the impact of ICT on productivity and competitiveness. Apart from the arguments presented above, what has remained elusive is the capability of developing countries to fully harness the technological potential offered by the radical new technology for economic advantage. For example, Willcocks & Lester (1999:1) argued the high likelihood of ICT investments failing to contribute to significant rises in productivity and growth in the economy. Similarly, Brynjolfsson & Hitt (1996) concluded that despite the high investments in ICT, there is surprisingly little formal evidence linking ICT investments and use to higher productivity. Likewise, Yang (1997: 67) has warned that ICT is only considered significant if its applications can contribute to an increase in industrial productivity. On the macro level, governments in most countries seemed to believe that the use of ICT applications is also capable of enhancing the development of a countrys economy both domestically and internationally. This has triggered the pursuit of ICT adoption not only in developed nations but in developing countries as well. This has led governments in these countries to devote increased resources to the development of the countrys ICT and multi- media infrastructure to facilitate the process of ICT adoption and diffusion as a means to enhance economic growth. In this case, governments are orienting their development toward technological-intensive industries and higher value-added activities. This has also led to the formulation and implementation of ICT-led development projects not only in the urban areas, but also across the rural areas as well. 2. ICT in Rural Areas ICTs present vast opportunities to developing social and economic inequalities; support sustainable local wealth creation by overcoming barriers of geographic isolation, lack of access to information and challenges in communication (Siriginidi, 2009). Pade (2006) described the following branches as the uses of ICTs and also as an enabler in rural develop- ment projects: entrepreneurial activity and market access, access to education and knowledge, 66 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 66 addressing health challenges, rural empowerment and participation, addressing environmen- tal sustainability, establishing community networks. Therefore, ICTs are playing a vital role in connecting communities in regional, national and global development. (Prasad, 2008). Furthermore, Knowledge (Rao, 2007) and information (Siriginidi, 2009) are increasingly significant factors in rural development. Rural areas are often characterized as information- poor and information provision has always been a central factor of rural development initia- tives. The power of knowledge for development can be greatly enhanced by ICTs through improving the access and breaking down the barriers to knowledge and information exchange (Chapman & Slaymaker, 2002) and also by facilitating knowledge management (Siriginidi, 2009). Our growing understanding of information constraints suggests that markets alone are often inadequate; societies also require policies and institutions to facilitate the acquisition, adaptation, and dissemination of knowledge, and to mitigate information failures, especially as they affect the poor. This requires effective consideration to be taken of the role of knowl- edge in development in order to facilitate greater access to and use of ICTs through policy planning (Chapman & Slaymaker, 2002). Information and knowledge are basic among the resources to the development process. Getting information and knowledge, other than empowering civil society, helps poverty reduc- tion by allowing individuals and communities to enlarge their choices (CIDA, 2002). Informa- tion and knowledge through ICTs improves effectiveness and efficiency of rural development projects. The uses of ICTs as a tool and way in rural development can be applied in many development projects and activities to encourage sustainable rural livelihood approaches in lessening poverty (Pade, 2007) but still the sustainability of CT projects are questionable. 3. Usage of ICT in Malaysia in the Context of Global Economy In Malaysia, the commitment of the government to facilitate the wider and extensive dif- fusion in the uptake and use of computers across all sectors of the country, including the rural sectors can partly be seen through the establishment of various policies to enable the development of physical infrastructure as a means of facilitating the implementation of the governments ICT policies. Part of this can be seen through the implementation of the gov- ernments MSC policy in 1996 that was designed as a test-bed for the development of ICT policies and infrastructure as a means of providing a comprehensive world-class ICT- enabled working and living environment to catalyze the development of a knowledge-based economy (8MP: 369) 1 . In this case, the implementation of the MSC policy, has led to the establishment of vari- ous initiatives undertaken to encourage a larger percentage of the population to use compu- ters more extensively, not only for domestic usage but to engage in e-commerce-related activities at the global level. This includes among others, the implementation of the flagship Media, Globalization and the Public Sphere 67 1 8MP refers to the 8th Malaysian Plan report which outlines the various expenditure and initiatives planned at the national level for a period of 5 years. The 8th Malaysia Plan Report can be viewed from the fol- lowing website: http://www.pmo.gov.my/dokumenattached/RMK/RM9_E.pdf (Accessed 15th August, 2010). Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 67 applications projects that are encompassed within the implementation of the MSC policy, the provision of incentives for computerisation and automation, the enhancement of education and training programmes, and the creation of a number of legislation to encourage the use of E-commerce more extensively. These initiatives are introduced not only for the benefit of the urban communities, but rural communities as well. The implementation of the MSC, together with the implementation of the governments general ICT policies are aimed at getting a larger percentage of the general community to use computers more extensively. This is because the government held a firm belief that the use of computers is vital not only to the economic development of the country which in this case includes the rural economic development as well. This was explicitly stated in the various sections of the 8MP report, as indicated here: As ICT presented the best opportunities to increase productivity and improve competitiveness, several programmes and projects were implemented to encourage a wider diffusion of ICT in the economy (8MP report .363) The ability to create, distribute and exploit knowledge and information is often regarded as the single most important factor underlying economic growth and improvements in the qual- ity of life. Recognizing that ICT is an important enabling tool towards achieving this objec- tive, the Government undertook various initiatives during the Seventh Plan to facilitate the greater adoption and diffusion of ICT to improve capacities in every field of business, indus- try and life in general. (8MP: 364) In order to encourage the diffusion of computers across the various sectors of the local economy, the government has stepped up measures towards the development of its ICT initia- tives. These are aimed at encouraging the use of computers not only among the urban sectors of the country, but across the rural communities as well to enable the general public to use com- puters and ICT-related applications at the global level. The implementation of these initiatives are primarily aimed at encouraging the use of computing technology as a means of fostering development and engaging in online trade and e-commerce related activities at the global level. Apart from implementing various government ICTpolicies across the various sectors of the rural communities, the strategies undertaken by the government to encourage more people to use computers can also be seen from the formulation and implementation of policies to enable the development of the governments computerisation program which is mostly encompassed within the e-Commerce, e-Government, e-Public Services and e-Business initiatives. The implementation of the e-Government, e-Public Services also known as the e-Deliv- ery Services, as well as the e-Business initiatives which are encompassed within the MSC implementation policy have already been discussed. The focus here therefore is on the development of the e-Commerce initiative, where the extent and implications of the imple- mentation of this initiative are discussed in greater depth in the following sections. 4. Governments Initiatives to Promote E-Commerce The implementation of the governments electronic commerce (E-commerce) initiative, seen here as part of the governments general ICT policy, is primarily aimed at using comput- ing technology to partly enhance the economic development of all sectors of the country, including the urban and rural sectors. The implementation of this initiative, which is also part of the governments effort to increase the level of computer uptake across the wider society, has 68 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 68 been placed under the management and responsibility of the Ministry of International Trade and Industry (MITI). The importance of E-commerce, especially at the global level has been underlined by the government, and its significance as one of the key engines of growth for the development of the local economy has been explicitly spelled out in the 8MPreport, as indicat- ed here: The E-commerce market was estimated to have increased from USD1 billion in 1998 to USD6 billion in 2000 across the Asia Pacific region. E-commerce not only affected business and individual consumers, but it also reshaped market places, trading relationships and even international trading boundaries. E-commerce presented opportunities for businesses to improve competitiveness, have a global presence, undertake customization and create novel businesses. (8MP: 375-376) The importance of e-Commerce, especially in terms of enhancing the economic develop- ment of the country are explored and discussed in greater depth in the following section. 5. E-Commerce and Economic Development A number of reports have highlighted the importance and significance of e-Commerce, especially in its role at enhancing the economic development of a country. For example, according to a report published by the Malaysian External Trade Development Corporation (MATRADE), E-commerce is expected to generate US$2.6 trillion (RM9.9 trillion) in world-wide revenue by 2004, a substantial increase from the US$280 billion (RM1.1 tril- lion) recorded in 2000 2 . The report also predicted that uptake in e-Commerce related activi- ties across the various sectors of the Malaysian population in 2005 can generate income to the country by as much as RM14.8 billion (US$3.9 billion), up from the RM44.5 million (US$11.7 million) recorded in 2000. In spite of this, the report published by the New Straits Times (2002) indicates that the extent of e-Commerce uptake among the various sectors of the Malaysian population is rela- tively small 3 . According to the report, only 3 per cent of the online population in the country have engaged in e-Commerce-related activities, especially at the global level in the past and this is partly attributed to a number of reasons, most prominent of which is the fear of reveal- ing personal information such as bank and credit cards details, as well as other forms of per- sonal details over the Internet. This concern is also highlighted in a report published by Nua Internet Survey (2001) which indicates that 37 per cent of the Internet users in Malaysia have expressed worries about providing personal information online, especially in e-Commerce- related activities 4 . This partly explains why the government is giving special focus in getting Media, Globalization and the Public Sphere 69 2 Information obtained from MATRADE web page at: http://www.matrade.gov.my/ecommerce/news- archive/ecom-7.htm [Accessed 16th May 2003]. Other relevant online report highlighting importance of E- commerce include the following:http://www.itis.org.tw/forum/content4/01if39d.htm [Accessed 16th May 2003].http://www.matrade.gov.my/ecommerce/news-archive/int-12.htm [Accessed 16th May 2003] 3 Information obtained from New Straits Times Interactive (June, 2002), published in New Media Review Online, at: http://www.etcnewmedia.com/review/default.asp?SectionID=11&CountryID=72 [Accessed 20th May 2003]. 4 Information obtained from Nua Internet Survey (July 2001), published in New Media Review online at: http://www.etcnewmedia.com/review/default.asp?SectionID=11&CountryID=72 [Accessed 20th May 2003]. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 69 a wider percentage of the countrys community, including rural communities to use e-com- merce related activities to not only purchase goods, but more importantly to market their goods and products not only at the national level, but more importantly at the global market. 6. Government Role in Facilitating Diffusion of ICT in Malaysia In Malaysia, the commitment of the government to facilitate the wider and extensive dif- fusion in the uptake and use of computers can partly be seen through the establishment of various policies to enable the development of physical infrastructure as a means of facilitat- ing the implementation of the governments ICT policies. Part of this can be seen through the implementation of the MSC policy in 1996 that was designed as a test-bed for the devel- opment of ICT as a means of providing a comprehensive world-class ICT-enabled working and living environment to catalyze the development of a knowledge-based economy (8MP:369). It should be noted here that the MSC policy should be treated separately from those of the governments general ICT policies. This is because the governments general ICT policies were introduced as early as 1965 while the MSC policy only came into existence much later in 1996. In spite of this, the formulation and implementation of the MSC policy is largely seen as attempts undertaken by the government to partly extend and develop its general ICT policies through the various initiatives and measures introduced under the MSC policy as a means of increasing the rate of computerisation in the country. The implementation of the MSC, together with the implementation of the governments general ICT policies are aimed at getting a larger percentage of the general community to use computers more extensively. This is because the government held a firm belief that the use of computers is vital to the economic development of the country. This was explicitly stated in the various sections of the 8MP report, as indicated below: As ICT presented the best opportunities to increase productivity and improve competitiveness, several programmes and projects were implemented to encourage a wider diffusion of ICT in the economy (8MP: 363) The ability to create, distribute and exploit knowledge and information is often regarded as the single most important factor underlying economic growth and improvements in the quality of life. Recognizing that ICT is an important enabling tool towards achieving this objective, the Government undertook various initiatives during the Seventh Plan to facil- itate the greater adoption and diffusion of ICT to improve capacities in every field of busi- ness, industry and life in general. (8MP: 364) In this case, the implementation of the MSC policy, has led to the establishment of vari- ous initiatives undertaken to encourage a larger percentage of the population to use comput- ers more extensively. This includes among others, the implementation of the flagship appli- cations projects that are encompassed within the implementation of the MSC policy, the provision of incentives for computerisation and automation, the enhancement of education and training programmes, and the creation of a number of legislation to encourage the use of E-commerce more extensively. In terms of the initiatives taken by the Malaysian government to enhance the adoption and application of ICT projects in the rural areas, this can be seen from the report outlined in the 70 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 70 Eighth Malaysian Plan whereby the government has ascertained that priority was given to expand and further develop infrastructures which are needed to facilitate in the adoption and application of ICT in the rural areas of the country. The Eighth Malaysian Plan report also out- lined initiatives taken to enhance the accessibility to ICT infrastructure, especially in terms of having access to public payphones and Internet services across the underserved areas through government allocations and Universal Service Provision (USP) fund contributed by the indus- try. Through these initiatives, it was therefore possible for a considerable significant number of schools, clinics and libraries across the rural areas to have access to the Internet along with other forms of ICTs which include fixed telephone lines and public payphones. In order to accelerate infrastructure deployment and improve ICT penetration to the gen- eral public, including rural and underserved areas, the industry leveraged on wired and wire- less technologies to provide broadband services throughout the country. These efforts were part of the overall implementation framework contained in the National Broadband Plan (NBP), to provide for planned operationalization of the broadband nationwide. Table 1. ICT Subscriptions Indicators in 2000, 2005 and 2010. Source: Table 5.1 of the 8 th Malaysia Plan Report (135). The data presented in Table 1 above shows the overall ICT usage subscription across a ten year period, specifically in 2000, 2005 and 2010. The data presented in the table above clearly revealed a significant increase in terms of ICT subscription, specifically in terms of the number of fixed telephone lines in operation, the number of cellular phone subscription, the number of personal computers installed, the number of internet dial-up subscriptions and the number of internet broadband subscriptions from 2000 to the present (2010). In spite of the significant increase in the number of subscription of major ICT devices as revealed in the table above, the rate of Internet dial-up Internet Broadband subscriptions is still significant low. This is evident from the figures presented in the table above which Media, Globalization and the Public Sphere 71 Indicator 2000 2005 2010 Fixed Telephone Lines in Operation Number of Lines (in million) Penetration Rate (%) 4.6 4.4 - 19.7 16.6 - Cellular Phone Subscriptions Number of Subscriptions (in million) Penetration Rate (%) 5.0 19.5 24.4 21.8 74.1 85.0 Personal Computers Installed Number of Units Installed (in million) Penetration Rate (%) 2.2 5.7 11.5 9.4 21.8 40.0 Internet Dial-up Subscriptions Number of Subscriptions (in million) Penetration Rate (%) 1.7 3.7 10.0 7.1 13.9 35.0 Internet Broadband Subscriptions Number of Subscriptions (in million) Penetration Rate (%) - 0.49 3.7 - 1.9 13.0 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 71 revealed only 10 million people, out of a total current population of 26 million people in the country has Internet dial-up subscriptions, while only 3.7 million people has subscribed to Internet broadband services. In terms of percentage, these figures revealed that only 35% and 13% of the Malaysian population have Internet dial-up and Internet broadband subscrip- tions, respectively. The government views positively the adoption and application of the various ICT devices across all sectors of the society, including urban and rural areas of the country. This is evi- dent from the 8 th Malaysian Plan Report which revealed that the government has proposed guidelines for the orderly and integrated development of the convergence of the three key sectors of the ICT industry, namely cellular telephony, the Internet and broadcasting. The design of converging these three sectors of the ICT industry was made primarily with the aim of expanding the development of innovative ICT services, telecommunication infra- structure and investment in new growth areas, including content development, digital multi- media receivers and VoIP phones as well as embedded components and devices. In order to encourage the diffusion of computers across the various sectors of the local econ- omy, the government has stepped up measures towards the development of its ICT initiatives. These are aimed at encouraging the use of computers not only among the urban sectors of the country, but across the rural communities as well. This has resulted in the implementation of ini- tiatives such as the Gerakan Desa Wawasan, Internet Desa, InfoDesa and the establishments of Telecenters in a number of carefully selected rural communities across the country. The implementation of these initiatives are primarily aimed at firstly, introducing com- puters at the village level and secondly, encouraging the use of computing technology as a means of fostering development across the various sectors of the rural communities. While the formulation and implementation of these measures is largely meant to benefit the overall wider society, some of these were specifically introduced to promote the use of computers to facilitate development across the rural communities. The implementation of these measures, together with their implications is discussed in greater depth in the sections that follow. 7. Gerakan Desa Wawasan The Gerakan Desa Wawasan 5 initiative, under the administration and responsibility of the Ministry of Rural Development Malaysia (MRDM), was launched in 1996. The formu- lation and implementation of this initiative, largely seen as part of the governments measure to promote its general ICT policy, was primarily aimed at increasing the awareness of the rural population to participate actively in bringing about change and development to their areas (8MP:366). To facilitate this, measures were introduced for the allocation of comput- er facilities to be built across the rural communities to not only assist in the management and administration of the villages but as an initial step to introduce ICT at the village level (8MP:366). 72 Globalization and Changing Patterns in the Public Sphere 5 Refer to the information on Gerakan Desa Wawasan, online at: http://members.tripod.com/~- kemas_malaysia/gerakan_desa_wawasan.htm [Accessed 6th June 2010]. Also, the Ministry of Rural Development home page at: http://www.kplb.gov.my/utamaeng.htm [Accessed 6th June 2010]. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 72 Although the implementation of this initiative was largely seen as attempts undertaken by the government to help develop rural communities through the use of computing technology, however questions need to be raised here as to how the extensive use of computers can facil- itate development of the rural communities. Furthermore, are these computers mostly used to facilitate higher-level activities or are these mostly used as a form of basic information retrieval and dissemination, especially through the use of emails and the Internet and again, how would this result in the significant development undertaken at the village level. These issues have not been explicitly addressed by the government when it implemented the Ger- akan Desa Wawasan initiative. Furthermore, apart from the difficulty of getting the village communities to be interested in computers, the effectiveness in the implementation of this initiative has also largely been criticized by a number of policy makers who seemed to be questioning the practicality of introducing computers at the village level when its usage is largely either for emailing or other forms of usage which would not constitute to the economic development of the rural commu- nities. Part of this can be seen from the following quotation obtained from one of the inter- view respondents 6 of the study: compared to people living in the city, I think it would be a lot more difficult to get people living in the villages to even be interested in computersthese, to most of them are alien forms of technologymaybe the younger gener- ation would be interested in computers because they can use the computers to play computer games or for emailing but I dont quite know how the adults living in the villages can use computer more effectively, other than using the Internet to get the latest informationmost of them would still prefer to get the latest news and information from the local newspapers or radio or even through chatting with fellow villages at the local coffee shopsin this case, I dont see how getting computers to the villages could help them improve their life styleI think what the villagers would really want is government assistance to provide them with ade- quate supply of fertilisers, good supply of electricity, education facilities...and maybe loans for them to purchase tractorsthese are some of the badly needed things by the villagers In spite of this, the advantage of using computers for economic development at the rural level can only be achieved through a series of education and training programmes that are introduced at the village level which are aimed to firstly, get computers exposed to the village communities and secondly, get the village communities to learn to use computers more pro- ductively. This view has been expressed by one of the interview respondents of the study as revealed in the following quotation: maybe, especially through the introduction of more training programmesbottom line is, the villagers will need to be exposed to computers first, then introduce training before assisting them to use computers more extensivelythere are many things that can be done to help improve the lives of the villagersteach them how to use computers, especially emails to market their produces to retailers, show them how emails and the Internet can be used to communicate with the governmentI think there is potential in this project but proper execution is needed in order to achieve the best results Media, Globalization and the Public Sphere 73 6 The quotation presented above was obtained from one of the interview respondents involved in the study. A total of 8 carefully selected key respondents from the ICT industry and the Ministry of Energy, Telecommunication and Multimedia Malaysia were involved in the in-depth interviews to gather qualitative data for the study. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 73 In spite of the views generated from the interview respondents, the government seemed optimistic about the Gerakan Desa Wawasan initiative and ascertained that the implementa- tion of the initiative has benefited certain sectors of the rural communities. This is partly highlighted in the 8MP report below: by the end of 2000, a total of 995 villages benefit- ed from this programme (8MP: 366) In this case, questions will also need to be raised as to whether the implementation of government ICT initiatives at the rural level has indeed resulted in a significant rise in the level of development undertaken across the village communities. However, since no detailed studies have been found to address this issue more extensively and due to the lack of sufficient and reliable data, it would be rather difficult to examine this issue in greater depth. 8. Internet Desa The Internet Desa initiative, launched in March 2000, is one of the pilot projects intro- duced under the Gerakan Desa Wawasan initiative. It involves the provision of ICT infra- structure and facilities at post offices and community centres across the rural parts of the country. The implementation of this initiative enables the provision of Internet facilities, including the provision of free email accounts to enable greater percentage of the rural com- munities to use computers as a means of accessing information on government services, local events and other forms of information. Similar to some of the objectives introduced under the Gerakan Desa Wawasan initiative, the main aim of the Internet Desa is to firstly, introduce computers at the village level, secondly, promote a wider uptake and use of com- puters especially among the village communities and thirdly, promote the use of computers as a means of enhancing economic development of the rural communities. Here, a number of questions will need to be raised, especially in terms of the significance of establishing the Internet Desa initiative since the objectives in the implementation of this initia- tive are similar to those of the Gerakan Desa Wawasan. Obviously, it would be a lot more effec- tive to introduce only one initiative that is aimed at enhancing the development and application of computer technology at the rural level and outline various policies and action plans to ensure the effective implementation of the initiative. This way, the attention of the government can then be focused on the development of proper facilities such as developing computer centres in order to realistically implement the governments ICTpolicies at the rural level. Part of this was raised by an interview respondent, as reflected in part of the quotations below: set up more Internet facilitiesthe government also needs to ensure that the constant disruption of electrici- ty power supply, especially in the village communities are minimisedin terms of management of these facilities, maybe can rotate among the villagers, but I think constant monitor is a must to prevent these places to be turned into a coffee shop or conference centres Apart from this, the government also will need to take into account the strategies to ensure the effective usage of these places. In this case, these centres will need to introduce classes which provide lessons on the basics usage of computers, as indicated in the quotation obtained from one of the interview respondents below: have more training centres developed and conduct more computer classes to educate the village folks on the basics of using computersno point of introducing this initiative when the basic facilities are not even there 74 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 74 Although the implementation of the Internet Desa initiative, together with the Gerakan Desa Wawasan are primarily aimed at promoting computer usage as one of the means of enhancing across the rural communities, arguably given the lack of significant development undertaken at the village level, including lack of facilities to support the implementation of the government ICT policies, it would be rather difficult to justify government actions to get the village communities to use computers as a means of enhancing social and economic development of the rural communities. In spite of this, the government is optimistic that the implementation of its ICT policies at the village level will be appreciated by the village communities. Part of this is highlighted in the following 8MP report which highlights the governments confidence that the number of computer users at the village level would increase in accordance to the stage of development of the governments ICT policies that are introduced at the village level: its effectiveness is measured in terms of the number of users. Initial evaluation revealed that there were 55 to 70 users per week, many of whom were students. By the end of the Plan period, 12 such cen- tres were implemented throughout the country, and the number of users would certainly rise (8MP: 366) In spite of this, it should be argued here that the effectiveness in the implementation of any government policies and initiatives cannot be simply measured in terms of statistical fig- ures alone. These should also be measured from other perspectives as well, especially in terms of the realistic and practicality of these initiatives to the existing economic and techno- logical stage of development undertaken in the country. In this case, it would require more extensive and in-depth study on all aspects in the implementation of government policies before the effectiveness of these implementations can be accurately measured and analyzed. 9. Review of Literature on the Sustainability of ICT Projects in the Rural Areas Recently, issues relating to sustainability of ICT, especially in rural areas have emerged as a topic of interest in the development discourse. Sustainability is described as the ability of a project or intervention to continue in existence after the implementing agency has departed (Harris et al., 2003). According to Munyua (2007), sustainability should be considered from the start of a proj- ect, specifically bearing in mind the factors that influence its sustainability. Bailur (2007) described the financial (or economic), political and social sustainability as three main issues related to sustainability of ICT projects (Bailur, 2007). A number of past studies seemed to focus on financial sustainability, while it has been noted that social and political sustainabili- ty should also be considered as key issues (Colle, 2005, Harris et al. 2003, Whyte, 2000). The literature tends to focus more on organizational issues than social issues related to ICT sustainability (Kuma & Best, 2006, Ellen, 2003). While there are many factors that may affect sustainability, many of them are linked with economic issues (Madon, 2005). There is less focus on the issues resulting from the implementation of ICT projects in the rural areas and the services available to the communities (Bailey, 2009). Media, Globalization and the Public Sphere 75 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 75 76 Globalization and Changing Patterns in the Public Sphere Heeks (2005) suggested three main elements which make an e-development project sus- tainable and these include i) capacity: the project must match the available resources on an ongoing basis which includes money, skills, data and technology ii) utility: the project must keep satisfying the needs of at least some stakeholders; it must continue to be helpful to someone and iii) embedding: for long-term sustainability, the project must be institutiona- lized inserted in the rules and norms, culture and values of its setting (Heeks, 2005). Harris et al. (2003) identified four factors which should be considered in sustainability projects in the rural areas and these include financial viability, staff capability, community acceptance and service delivery as critical success factors for rural ICT project sustainabili- ty (Harris et al., 2003). Based on the results of Bailys (2009) thematic content analysis, the author suggests an effective process focusing on i) the social context of ICT projects usage, ii) participatory methods for needs assessment and knowledge sharing among stakeholders, especially stakeholders who are involved in the day-to-day ICT projects in the rural areas and iii) the continued development of core capabilities of the ICT projects in the rural areas (Bailey, 2009). 10. Analyzing the Sustainability of ICT Projects Based on the ICT Sustainability Conceptual Framework The paper has provided an overall analysis on the various initiatives undertaken by the Malaysian government to formulate and implement a number of ICT-led development proj- ects in the rural areas. While some of these initiatives have proven to be successful, there had been a number of cases of ICT projects, especially those developed in the rural areas failing to meet its implementing objectives. One of the means of analyzing the sustainability of these projects is through the use of a conceptual framework. The use of framework in this study is primarily aimed at guiding the empirical study, especially in the discussions relating to the attributing factors in enhancing the rate of sustainability of ICT projects in the rural areas of Malaysia. Figure 1 provides a diagram of the framework of the study. The framework of the study is largely based on the following four sets of variables: i) Interpretive Flexibility of ICT Pro- jects, ii) Development ICT Projects, iii) Stabilization of ICT Projects and iv) Context of ICT Projects. These four variables are believed to have influential effects on the sustainability of the ICT-led development projects across the various rural areas of the country. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 76 Figure 1. ICT Sustainability Conceptual Framework. In terms of the Interpretive Flexibility of the ICT projects, the framework provides a number of indicators which are believed to be able to have a positive impact on the sustain- ability of the ICT projects in the rural areas of the country. Some of these indicators include simple and clear project objectives which should be largely focused on the local demand and needs of the local communities. In this case, the main objectives in the implementation of any ICT projects in the rural areas should take into account the basic needs of the local com- munities. This is where the objectives of the implementation should be simple and easily understood by the local communities. In terms of the development of ICT projects in the rural areas, these projects should also take into consideration the appropriateness of these projects for the different sectors of the communities. In this case, the projects should be adaptive to the general communities in the context of gender, income and age groups and other related demographic factors. In terms of the development of the ICT related projects and programmes in the rural areas, one of the key factors to take note of is the readiness level of the communities to use ICT for various reasons, from acquiring information and knowledge to using ICT for eco- nomic benefits. The mobility and outreach programmes in the rural communities should also be considered in the initial design stage of any projects. It would be important to ensure the projects and programmes that have been implemented are of some use to the local communi- ties. In this case, it would be necessary to ensure the local communities have knowledge Media, Globalization and the Public Sphere 77 Interpretive Flexibility of ICT Project (Telecenters) - Simple and clear project objectives - Focusing on local / demand driven needs - Appropriate / flexible for different income, age, gender - Sensitive to the rural community's priorities needs Technological Framework / Context of ICT Telecenters - understanding the rural context - adapting to rural communities specific rural contexts - understanding policy requirements of rural contexts - consider the expectations of the rural communities - consider the economic status of the rural communities Stabilization of Telecenters - facilitating local content - build on existing public facili- ties - focus on programmes which clearly would benefit the local communities - involvement of the local com- munities in the planning, analysis, designing, imple- mentation and evaluation of the local telecenters - the availability of adequate access to ICT Development of Telcenters - based on local info and knowledge system - focusing on external and internal groups - inclusion of all contexts of the communities - mobility and outreach pro- grammes in the rural commu- nities Sustainability Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 77 about these programmes and projects and therefore have the capacity to access these projects and programmes more easily. As far as the stabilization of the ICT projects in rural areas are concerned, the study is proposing the adoption of a number of steps to ensure the continued sustainability of the var- ious ICT projects in the rural areas. Firstly, the study is proposing the development of ICT projects in the rural areas which are largely based on the local content. In this case, the main usage and application of ICTs in the rural areas should benefit the local users. This is where the designs and formulation of programmes should focus on the local communities readi- ness levels. In other words, the development of ICT-related programmes should be designed in stages which would benefit the local communities gradually. In relation to the discussions presented above, the planning, formulation, analysis and evaluation of ICT-related programmes should involve representatives of the local communi- ties. This is where areas of concerned can be addressed and highlight by the local communi- ties to benefit the local consumers. In this case, there would be no point of formulating and implementing ICT programmes which may only benefit the authorities, but may be of no significant usage for the local communities. Talyarkhan (2004) and Stoll (2003a) emphasize that ICT projects need to research the policy environment, and understand the issues arising across the country and regions, espe- cially considering policy that affects rural ICT implementation both directly and indirectly. Understanding of the political context of government officials, institutional, technological and even traditional village leaders are suitable policy environment and they are necessary to investigate for ICTs to be sustainable particularly in a rural community (Pade, 2007). The economic status of a rural community can persuade the sustainability of a project, especially considering the potential of the community, and the ability to manage the ICT services provided. Economic development is key to growing the use and affordability of ICTs. ICT projects should focus on creating job placements as community members gain ICT skills, so that they do not leave their families in search of employment elsewhere. ICT projects must consider the early high costs and must be implemented effectively for long-term sustainability. Many ICT projects lack the self sustaining base and after the exper- imental phase usually because they are funded by international agencies that stop funding after a period of time, the user communities stop because simply they are too poor to contin- ue it (Prasad, 2008) or do not get the importance and effectiveness of the project. Although its not completely true about Malaysia but it is considerable even when government plays the role of supporter the self sustaining bases of project are considerable. 11. Conclusion The detailed and extensive discussions on issues relating to the formulation and implemen- tation of various government policies to primarily facilitate the wider and extensive diffusion and uptake in the usage of computers across the country, especially in the rural parts of the country have generated a number of important findings. These findings are mostly centred on evaluating the direction and overall impact of government policies to increase the rate of com- puter usage and to ensure the sustainability of ICT projects across the rural communities to 78 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 78 what extent the implementation of these policies have been effective in increasing the exten- sive diffusion and uptake in the usage of computers across the rural communities and to what extent the sustainability of these projects in the rural areas can be sustained. The study to some extent has revealed that the government ICT policies which were introduced at the rural level have largely, not materialised and their practicality and effectiveness have been questioned and undermined by the general public. Despite implementing various measures and policies to increase the uptake of computer usage across the wider society, the findings of the study have revealed that it would be rather difficult to implement and sustain the development of ICT projects across the rural communi- ties. This is partly attributed to the significantly large percentage of the Malaysian population who are still residing in either rural or under-developed parts of the country. In this case, the practicality in the implementation of these initiatives, particularly those aimed at enhancing the rate of computer usage across the rural communities have largely been questioned and undermined by the general public. Furthermore, aspirations of the government to develop and sustain ICT projects at the village level as a means of facilitating economic development across the rural communities seemed unjustified. This is partly due to the state of under- development which is most apparent across most parts of the rural regions. Therefore, with- out basic infrastructure facilities and without the proper computer training skills, it would be rather difficult to sustain the development of ICT projects across the rural communities. References 1. Bailey, A. (2009). Issuses AffectingThe Social Sustainability Of Telecentres In Developing Con- texts: AField Study Of Sixteen Telecentres In Jumaica. The Electronic Journal on Information Systems in Developing Countries, 36(4), 1-18. 2. Bailur, S. (2007). Using Stakeholder Theory to Analyze Telecenter Projects. Information Technolo- gies and International Development, 3(3), 61-80. 3. Bank, T. W. (2003). ICT for Development Contributing to the Millenium Development Goals: Lessons learnt from Seventeen infoDev Projects. Washington, DC: The World Bank. 4. Brynjolfsson, E., and Hitt, L. (1996) Paradox Lost? Firm-Level Evidence on the Returns to Infor- mation Systems Spending Management Science (April). 5. Chapman, R., & Slaymaker, T. (2002). ICTs and Rural Development:Review of the Literature, Cur- rent Interventions and Opportunities for Action. London Overseas Development Institute. 6. CIDA. (2002). CIDAs Strategy on Knowledge for Development through Information and Communi- cation Technologies. (C. I. D. Agency o. Document Number). 7. Colle, R. D. (2005). Building ICT4D capacity in and by African universities. International Journal of Education and Development using Information and Communication Technology (IJEDICT), 1( I), 101- 107. 8. Easterly, W. (2001) The Elusive Quest for Growth: Economists Adventures and Misadventures in the Tropics. Cambridge, MA: MIT Press. 9. Easterly, W. & Levine, R. (2001) Its not factor accumulation: Stylized facts and growth models. The World Bank Economic Review. Vol. 15, 177-219. 10. Ellen, D. (2003). Telecentres and the provision of community based access to electronic informa- tion in everyday life in the UK. Information Research 8(2), 146. 11. Fong, M. (2001) Technological Leapfrogging by Developing Countries. Proceedings of the 15 th Annual Conference of the International Academy for Information Management (IAIM 2000) Brisbane, Aus- tralia, December 6-10, 348-353. Media, Globalization and the Public Sphere 79 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 79 80 Globalization and Changing Patterns in the Public Sphere 12. Harris, R. W., Kumar, A., & Balaji, V. (2003). Sustainable telecentres? Two cases from India. In S. Krishna&S.Madon (Eds.), The digital challenge: Information technology in the development context, 124135. 13. Heeks, R. (2005). Sustainability and the Future of eDevelopment. eDevelopment Briefing Retrieved 10 August, 2010 , from http ://www. sed.manchester. ac.uk/idpm/publications/wp/di/short/DIG- Briefing 1 0S ustain.doc 14. Kumar, R., & Best, M. (2006). Social Impact and Diffusion of Telecenter Use: A Study from the Sustainable Access in Rural India Project The Journal of Community Informatics, 2(3). 15. Malaysian Plan, Eighth (8MP) 2001-2005. Kuala Lumpur: Percetakan Nasional Malaysia Berhad. 16. Madon, S. (2005). Governance lessons from the experience of telecentres in Kerala. European Journal of Information Systems, 14(4), 401-416. 17. Munyua, H. (2007). ICTs and small-scale agriculture in Africa: a scoping study: Ottawa: IDRC. 18. Pade, C. I. (2006). An Investigation of ICT Project Management Techniques for Sustainable ICT Projects in RuralDevelopment. Rhodes University. 19. Pade, C. I. (2007). An investigation of ICT project management techniques for sustainable ICT proj- ects in rural development. Rhodes University. 20. Pilat, D. & Wyckoff, A. (2003) The impacts of ICT on economic performance An international comparison at three levels of analysis. Conference on Transforming Enterprise at the US Department of Commerce, 27 th -28 th January. 21. Prasad, K. (2008). The Digital Divides: Implications of ICTs for Development in South Asia. (C. f. I. C. Research of Document Number). 22. Rao, N. H. (2007). Aframework for implementing information and communication technologies in agricultural development in India. Technological Forecasting and Social Change, 74(4), 491-518. 23. Siriginidi, S. R. (2009). Achieving millennium development goals: Role of ICTS innovations in India. Telematics and Informatics, 26(2), 127-143. 24. Whyte, A. (2000). Assessing Community Telecentres; Guidelines for Researchers. Canada: Interna- tional Development Research Centre 25. Willcocks, & Lester, S. (1999) Beyond the IT productivity paradox. Chichester: John Wiley & Sons. 26. Yang, S. (1997) Koreas development strategy for Information and Telecommunications Technolo- gy in the 21 st Century. Eds. Droege,. Amsterdam: Elsevier Science BV. 67-75. 27. Yavas, U., Luqmani, M., & Quraeshi, A. (1992) Facilitating the adoption of Information Technolo- gy in a developing country. Journal of Information & Management, Vol. 23, 75-82. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 80 Media, Public Opinion, Political Actors Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 81 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 82 The Transformation of the Public Sphere, Media Technology and the Media / Social Ecology Perspective Marcus LEANING* University of Winchester, UK Abstract: Media / social ecology is an approach to understanding the interaction of media forms with human actors, social systems and political projects. This paper proposes that such an approach offers a nuanced explanatory tool for examining the transformation of the public sphere and steps for its revitalisa- tion. This approach foregrounds the necessity of both technical and non-technical activities to bring about the revitalisation of the public sphere. The paper consists of three sections: Section one critically examines the existing model of technological change and the public sphere. It is argued that the existing model employs a simplistic model of social change in which the deployment of new technology impacts upon social practice. Section two describes the media / social ecology perspective. A case study is used to illustrate how var- ious technological forms, multi-platform media content, social systems and practices and individual social actors are all integrated into a complex system. In section three it is proposed that new technology alone is not enough facilitate the revitalisation of the public sphere. Instead, a more holistic view is proposed wherein the deployment of media technology must occur in concert with other strategically -orientated social developmental practices such as media literacy programmes and citizenship development programmes. The paper concludes by advocating the necessity of a grounded, community centric and grass roots approach to the deployment of media technology to revitalise the public sphere. Keywords: public sphere, transformation, media ecology, social ecology, media meshing, new media technology, grass roots approach 1. Introduction In this paper I wish to propose a theoretical standpoint for the examination of the rela- tionship between media technology and social change. In a nutshell, I argue that social change can best be understood as being brought about by a variety of factors that includes technology, progressive political forces and macro-level factors. Such an account is at odds * Contact: Marcus.Leaning@winchester.ac.uk. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 83 with a body of literature that sees much social change as being driven by new forms of media technology. Indeed media technology is often regarded as a key engine by those seeking the revitalization of the public sphere. It is argued here that while such revitalization is vital and very desirable, the reliance upon media technology to do this is problematic. I intend to show that this position, of seeing media technology as a technological fix, owes much to an often unquestioned interpretation of technology. I will further argue that only when technology is used in concert with other factors such as progressive grass-roots political action can sustain- able political development be achieved. Finally, I will argue that media technology should be seen as one factor amongst many that should be deployed to achieve change, media technol- ogy is but one actor in a complex web or ecosystem of technology, human actors, social sys- tems and macro transformational processes. Indeed it may be better to view such a complex interaction in terms of an ecology or mesh rather than a simple cause and effect manner. However, while the term media ecology has been used in the title of this paper it should be noted that there are a number of conflicting uses of the term in contemporary media theo- ry. An alternative meaning is found in the work of Neil Postman. For Postman media tech- nologies impact directly upon human action: Technological change is neither additive or subtractive. It is ecological in the same sense used by environmental scientists Anew technology does not add or subtract something. It changes everything. (1). Similarly Naughton sees a media ecology as a system that is based upon a particular media technolo- gy, change the media technology and everything else changes: For most of our lives, the dominant organism in (the previous ecology) the one that grabbed most of the resources, revenue and attention was broadcast TV. This ecosystem is the media environment in which most of us grew up. But its in the process of radical change. (2). In this interpretation media technology is the primary force of transformation, change the media technology and everything changes. Other factors such as political action and even macro structural forces are all subject to technological change. Conversely the interpretation proposed here technology is conceptualised in a less influ- ential manner, it is not the only factor that may bring about social change and its ability to impact upon the social world is mitigated and contingent upon other factors. This interpreta- tion emerges from a critical examination of the relationship of technology to social change. 2. Technology and Social Change In many accounts social change is regarded as the direct consequence of one particular factor: indeed Bolter (3) argues that media theory can be roughly divided between formal- ist schools of thought those theories that focus upon the qualities of a media form to impact upon a society of form of social practice, and culturalist schools of thought those theories that see human action as more important. Of course these theories derive from the earlier debate between McLuhan and Williams in which the power of media technology to transform society was examined. In brief, McLuhan sees human history as divided into four distinct, technologically oriented ages or epochs; an oral/primitive age in which the domi- nant sense was aural, a literate age in which the visual sense became more important as visu- al artifacts rose in significance, a print age during which the visual sense was dominant, and 84 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 84 an electronic age, a multi-sensory period (4). The system of media technology that dominat- ed each age auditory, textual, print and electronic were the prime movers in structuring human interaction and experience of the external world. From this broadly quasi-historical system McLuhan proposed the notion that the medium is the message that attention should be focused not upon the content of the media but upon the form in which it is deliv- ered. It is the form of media rather than its specific content that has the power to structure relations and human action. New forms of media thus bring about new forms of interperson- al interaction. McLuhans position can be contrasted with that of Raymond Williams. Williams key work in this field, Television: Technology and Cultural Form (5), is primarily sociological, in contrast to McLuhans spiritual or psychological orientation. Deploying what became known as his cultural materialist approach he focuses attention upon the social conditions of technological and mediatic development and use. Williams contends that the social environment in which a media technology is developed and deployed plays a far greater part in the potency of the technology to affect social life that McLuhan credits it with. Thus, where McLuhan stresses the importance of technology in structuring human life, Williams proposes that nothing in a particular technology preordains its use or effects. Interestingly this debate, dated as it is, has considerable significance in exploring the ways in which the public sphere can be revitalized. The idea of the public sphere was popularized by (and in response to) the work of the German philosopher Jrgen Habermas. Briefly put, the public sphere is an idealised, virtual or imagined space in which members of a community may communicate. The public sphere does not necessarily exist in a particular geographical space; rather it is a concept or component of a particular political system. Habermas regarded the public sphere as a concept in the practice of democracy that was singularly identifiable in a particular historical, political and social situation. It is certainly not a constant feature of all human social life and was deeply linked to certain social conditions that afforded its emer- gence and eventually caused its demise. Some of the most marked modifications and adjust- ments to Habermass theories have arisen in response to changes in advanced capitalist soci- eties since 1989. Habermas acknowledged certain problems with his initial description of the public sphere and made a number of modifications to his theory. In addition to the recognition of a plurality of public spheres, the impact of technology upon contemporary western capital- ist society has also been understood to have had a considerable impact upon the public sphere. What is implicit within Habermas work yet never explicitly stated are the specifics of the way in which a media technology impacts upon a social form (6,7). Habermas sees the emer- gence of the public sphere as inherently tied to the emergence of various communicative and social processes and likewise the eventual decline as tied to the gradual rise of the mass media. Embedded in this account is the concept of a specific instance of technology impact- ing and structuring behavior. In this vision technology impacts upon humans and upon the general structuring of society technology determines human action. Such technological determinism has proven a strong and persistent strand of thought in understanding the role of technology within modern Western thought even though it seems rarely explicitly stated. Marx and Smith contend: Asense of technologys power as a crucial agent of change has a prominent place in the culture of modernity. It belongs to the body of widely shared tacit knowledge that is more likely to be acquired by direct experience than by the transmittal of explicit ideas (8). Media, Public Opinion, Political Actors 85 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 85 Similarly, Bimber proposes: Technological determinism seems to lurk in the shadows of many explanations of the role of technology. (9). With regards to a general description of technological determinism, Heilbroner summarizes the argument as follows: Machines make history by changing the material conditions of human existence. It is largely ma- chines that define what it is to live in a certain epoch. (10). Most understandings of the public sphere, its emergence, decline and potential salvation draw upon this model of technological change even if they never overtly state it. Some con- sider technological determinism as such a universal experience of technology and social transformation that it hardly warrants investigation. Moreover, this perspective is a widely used is discussions of how new technology and most recently social media such as blogs, twitter, social networking sites and an array of other communication technologies will help to revitalize the public sphere (11, 12, 13, 14), though there are critical interpretations of this position (15, 16). Opposed to this view is the argument that social transformation cannot be reduced to the effect of a particular technology. Instead it is argued here that social; change should be examined from a more mixed perspective that pays attention to a myriad of con- tributing factors in understanding and seeking to drive social change. The perspective adopted here is one that draws upon a two different traditions: first it draws upon a form of understanding social change that is broadly sociological in nature it pays attention primarily to human actors in understanding how change operates. To under- stand the impact of technology in the development of the public sphere we must as, Selwyn and Gorrard propose: step beyond the limitations of previous analyses of ICT if we are to gain a deeper understanding.We need to be aware of the social, cultural, political, econom- ic and technological aspects of ICT the soft as well as the hard concerns. (17). Second it draws upon the democratic and progressive approach to technology and tech- nological policy making advocated by authors such as Sclove (18) and seeks to promotes the grass roots, community centric (19). 3. The Social / Media Ecology Perspective The social media ecology approach or perspective is an assertion that technology, social practices and macro level forces should be understood as firmly tied together and that they intersect with each other in a non hierarchical fashion. Technology is not in some way out- side of society yet affective of it. Nor is technology more potent than other factors in driving social change. Instead technology is a part of society and emerges from it. However at the same time we must recognize that technology is an active and dynamic part of the late or post-modern world. Technology is a device that both facilitates and accelerates change in society (16) yet its ability to do so is dependent upon other social factors. Furthermore, it is explicitly disputed that media technology and society are separate and discrete. Rather they are deeply interwoven operating in a complex, reflective and integrated relationship (16). From a media / social ecology perspective media technology is part of our world yet it is not the main transformative force, it contributes to change but is filtered through and mediated by a variety of social factors. To understand how the relationship between certain social factors and media technology interrelate I shall describe the activities of a small non-governmental 86 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 86 organization operating in a British city. At the express wishes of the NGO in question their identity will be not be disclosed nor will the city in which they operate. The NGO is a small group of film makers and media producers who offer training, media development, equipment loans and facilities to members of migrant communities and ethnic minority groups including local community groups and alyssum seeker and refugee groups. Their remit is to facilitate inter-civilizational and inter-faith communication from a broadly unitarian and humane perspective. Additionally they operate on a rigorous democratic basis with elected officials and a collective decision making process. In the particular city in which they operate there have been considerable tensions between the local community and what the local community considers outsiders (often asy- lum seekers and refugees). Furthermore longer standing ethnic minority groups are present but there are considerable issues of a lack of integration and problems with the nature of inte- gration reports indicate the members of the ethnic minority feel they have to abandon their own ways to integrate. This has led to a more staunch assertion of particular forms of identi- ty emerging in the ethnic minority groups often a form of identity that is not recognized by elder members of the communities. These issues have occurred against the backdrop (and probable motivating factors) of the bombings in London and the British involvement in the wars in Iraq and Afghanistan. The city is also in a region with strong nationalist tendencies. Such factors have heightened the tensions between members of the differing communities and there have been several inci- dents of racial and religious intolerance. The NGO is funded by a number of international organizations and from grants by the local government authority for specific projects The NGO has sought to provide media training to facilitate inter faith dialogue. This training has involved grouping together various members of differing communities into pro- duction teams and having them engage in a media production activity. The production activ- ities were selected so as to raise issues of identity and faith in the groups while not directly requiring the advocacy or refutation of a particular set of beliefs. The resultant media texts were presented in a variety of film shows and media demonstrations and were then incorpo- rated into a social networking site. The social networking site was then opened to external groups and publicized through a viral marketing campaign. Further dialogue was encour- aged and follow-up activities organized around the texts produced. In terms of outcomes, the projects operated by the NGO proved very successful; partici- pants recorded their enjoyment, the take up was considerable and a number of the projects continued on their own steam once the funded portion had ended. While the inter-faith dimension of the projects would be hard to measure, the participants did report that they felt they appreciated others position (and that other now better understood them). Outside of these findings what is particularly interesting in this case is the manner of use of the technology. The project was for all intents and purposes aimed at instigating rational dis- course and the development of discourse ethics (20) of securing sustainable pathways of communication and building more collective and respectful forms of identity. The NGO saw their mission as one of transformation of offering participants the opportunity to engage with alternate forms of identity. The role of media technology played in this process raises two points: First, the media technology was deployed with the specific intention of achieving a goal. This aim was determined and planned by the NGO, the technology did not cause change of Media, Public Opinion, Political Actors 87 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 87 its own volition, rather it was used so as to achieve a specific outcome. Technology was deployed in the service of a social aim, to bring about a change in social practice. Second, the media technology was only part of the planned action. It was used in concert with training courses in technical training, media education and what amounted to citizen education (21). Media technology was used to facilitate the intended outcome but it very much played a sec- ondary role to the training and development work of the NGOs workers. Technology alone would not have resulted in the projects success, it was only with the considerable soft human aspects that the projects could function. In seeking to drive change a more totalized approach was need one that regarded technology as part of the solution but not the entirety of it. 4. Steering Transformation: A Multipart Approach to Driving Social Change From the media social ecology perspective, desired social change can only be achieved when a variety of steps are taken. The use of media technology may play a significant role in delivering change but it must be integrated within a broader range of policies or actions. I have argued previously (16) that such steps can be considered as dimensions in the process of delivering transformation that we must be aware of factors such as the educational, cul- tural, economic and social factors as well as the technological aspects of using media tech- nology to drive change. From this perspective driving change draws upon human factors as well as technological ones. Technology alone will not deliver change, educational, cultural, economic and social factors are all needed. Indeed in the case study indicated, it was the actual processes of learning to use the technology that prove important, the process of work- ing together to achieve the task was the facilitating aspect the media technology used was important but was not the only factor. Progressive social change must be driven by a multipart or multi-dimensional approach, technology on its own will not deliver; instead it must be situated within a range of transfor- mative practices such as educational programs, community action, and grass roots projects that recognize the local conditions and problems. This holistic approach to progressive social change is unfortunately expensive to oper- ate. While the purchase of technology the technological fix (17) is relatively cheap the human intensive aspects tend not to be. Furthermore, in times of economic privation such as the current situation, the temptation for funding agencies may well be to de-link the techno- logical from the social, cultural and educational aspects and at least deliver a technological and measurable outcome. 5. Conclusion The position of the media / social ecology perspective is both a descriptive account of how technology may intersect and be used to bring about change and a normative prescrip- tion of a way to facilitate change. The concepts noted here are proposals to use differing 88 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 88 means to encourage the revitalization of the public sphere. Furthermore, they are a call to de- centre technology in understanding how to bring about this change and to situate technology into more grass roots, local-level initiatives to engender social change. Building a grass roots, para or per poor approach (para poor refers to developing solutions in partnership with local communities, per poor refers to community initiated activities) (22) ensures that initiatives fit local conditions and problems. They can be contrasted with top-down one size fits all initiatives that while financially cheaper my not function as well. The media / ecology perspective advocates the recognition of local conditions and deploying media technology in concert with local social practices. In doing so it is argued that using new media to facilitate the revitalization of the public sphere will be a more moral- ly justifiable and successful endeavour. References 1. Postman, N. (1992) Technopoly: The Surrender of Culture to Technology, New York: Alfred AKnopf. 2. Naughten, J. (2006) Blogging and the emerging media ecosystem, Reuters Institute of Journalism, Oxford University, http://reutersinstitute.politics.ox.ac.uk/fileadmin/documents/discussion/blogging.pdf 24.07.10 3. Bolter, D. (2002) Formal Analysis and Cultural Critique in Digital Media Theory, Convergence, 8(4), 77-88. 4. McLuhan, M. (1962). The Gutenberg Galaxy: The Making of Typographic Man, Toronto: University of Toronto Press. 5. Williams, R. (1974) Television: Technology and Cultural Form, London: Fontana. 6. Kellner, D. (n.d.). Habermas, the Public Sphere, and Democracy: A Critical Intervention. Accessed 24.07.2010 from Illuminations website at http://www.gseis.ucla.edu/faculty/kellner/papers/habermas.htm. 7. Feenberg, A. (1999) Questioning Technology, London: Routledge. 8. Marx, L. & Smith, M, (1996). Introduction, in Smith, M. & Marx, L., (eds.) Does Technology Drive History? The Dilemma of Technological Determinism, Massachusetts: Massachusetts Institute of Technolo- gy. P. ix-xv. 9. Bimber, B. (1996). Three Faces of Technological Determinism, in M.R. Smith & L. Marx (eds.) Does Technology Drive History? The Dilemma of Technological Determinism, Massachusetts: Massachu- setts Institute of Technology. 10. Heilbroner, R. (1996). Technological Determinism Revisited, in M.R. Smith & L. Marx, (eds.) Does Technology Drive History? The Dilemma of Technological Determinism, Massachusetts: Massachu- setts Institute of Technology. 11. Haas, T. (2005) From Public Journalism to the Publics Journalism? Rhetoric and reality in the discourse on weblogs, Journalism Studies, 6(3), 387-396. 12. Jenkins, H. (2006) Convergence Culture: Where Old and New Media Collide, New York: New York University Press. 13. Keren, M. (2006) Blogosphere: The New Political Arena, Lanham, MD: Lexington Books. 14. Rettberg, J. W. (2008) Blogging, Malden, MA: Polity. 15. Baoill, A. (2005) Weblogs and the Public Sphere in L. Gurak, S. Antonijevic, L. Johnson, C. Ratliff and J. Reyman (eds.) Into the Blogosphere: Rhetoric, Community and the Culture of Weblogs, http://blog.lib.umn.edu/blogosphere/weblogs_and_the_public_sphere.html. 16. Leaning, M. (2009) The Internet, Power and Society: Rethinking the Power of the Internet to Change Lives, Oxford: Chandos. 17. Selwyn, N. & Gorard, S. (2002). The Information Age: Technology, Learning and Exclusion in Wales, Cardiff: University of Wales Press. Media, Public Opinion, Political Actors 89 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 89 90 Globalization and Changing Patterns in the Public Sphere 18. Sclove, R. (1995). Democracy and Technology, New York: Guildford Press. 19. Hayden, C. and Ball Rokeach, S. (2007). Maintaining the digital hub: locating the community tech- nology center in a communication infrastructure. New Media & Society, 9(2), 235-257. 20. Habermas, J. (2004). Public Space and Political Public Space the Biographical Roots of Two Motifs in my Thoughts, Kyoto Prize Speech, Kyoto http://homepage.mac.com/gedavis/JH/Kyoto_lec- ture_Nov_2004.pdf. 21. House of Commons Education and Skills Committee, (2007). Citizenship Education, http://www.publications.parliament.uk/pa/cm200607/cmselect/cmeduski/147/147.pdf 22. Heeks, R. (2008). ICT4D 2.0: The Next Phase of Applying ICT for International Development, Computer, 41 (6), 26-33. http://csdl2.computer.org/comp/mags/co/2008/06/mco2008060026.pdf Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 90 Can Virtual Communities Change Politics? A French and American Perspective on Participatory Political Social Network Sites Martin PASQUIER* Universit Lyon 2 Lumire, France Raphael VELT Universit Lyon 2 Lumire, France Abstract: Virtual communities, which became popular as an interactive space in the 1990s thanks to the Internet, are growingly becoming a new way to achieve political goals, an example of which can be found with Obamas successful web campaign in 2008. In France, the main candidates are all trying to take advan- tage of this phenomenon. The 2012 presidential election has already begun on the Internet with each party having its own virtual community set up. However, the cultural background is not the same in both states and we can wonder whether the American E Pluribus Unum pattern of public sphere included in these virtual communities can work in the one and indivisible French Republic, where the concept of community is linked to the fear of communitarianism and its supposed negative effects on the unity of the nation. After a brief review of the origin and meanings of the concept of community in the United States and in France, we will analyse how the virtual community, originally made in America , is being set up in French politics. This paper will try to create a new concept, participauty , a mix of participatory and com- munity , to explain this changing pattern of the public sphere which challenges traditional political institu- tions. This theoretical approach will be completed with a case study of political social networks in France. Keywords: virtual community, politics, online communication, civic participation, democracy 1. From the Birth of Internet to Virtual Communities: An American History The Construction of Internet in the American Context: Connecting Communities During those last years, the rapid growth of IT, especially the web 2.0 , that we can define as a mix of discourse, technology and usages boosting user participation to the activity of websites, has allowed the Internet to take a new turn. Weve all heard of user-generated content , which characterize a type of website where the content can be completely produced * Contact: martpasquier@gmail.com. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 91 by the user, the most popular sites being pure empty shells where the whole content is produced by people signing up (the most popular being Facebook, Flickr or Youtube to name a few). If we take the history of the Internet, we can see that almost from the beginning it is con- ceived as a participatory object, as stresses Levrel (2006) in a study on Wikipedia: As soon as the first computer networks were set, participation and cooperation usages have played an important role in the evolution of the available content and its circulation . We can find tes- timonies of such a cooperative spirit with the experiments of ARPANet in the 1970s, which connected UCLA to Stanford, then with the newsgroup Usenet (Flichy, 2001). This Ameri- can context of birth of the Internet is important, as it could have been really different. For instance, the birth of telegraph in the US and in France knew very different developments, the American using it to connect people needing Financial news, France state reserving the use of telegraph for kingly use, such as military communications (Flichy, 1997) 1990s : The Rise of Virtual Communities in America This short prehistory of the Internet is soon followed by the development of specific web- sites that allowed more and more people to gather and interact via the website they were log- ging to. The typical example of which can be found in the WELL (for Whole Earth Lectronic Link), started in 1985 as a dial-up bulletin board system (BBS) which was later described as a virtual community by one of its most active user, Howard Rheingold. From his point of view, the virtual community was then a social aggregate which emerge from the web when a suffi- cient number of person talk together for a sufficient period of time, with sufficiently human feelings, so as to create webs of interpersonal ties in the cyberspace (Rheingold, 1994) The most recent developments of the Internet seem to confirm this trend, with the success of UGC websites such as Wikipedia, Facebook or Youtube. Another evidence of the vitality of those communities is a growing industry that deals with these social media, including a new trade called community manager . As regards our subject more specifically, the rise of those virtual communities found in French a literal translation in communauts and communauts virtuelles . Let us take a look back on history to explain why the French meaning of communaut is very different from the American community , and how we can find a way to rule out this obstacle. US Community and French Communaut , a History of Two Opposite Political Patterns The concept of community has a very interesting history in France and in the US, with different meaning. Our hypothesis is that what we see on the web and which is called com- munaut in French is an inheritance of the American way of using this concept. Hence our idea to propose this paper in the changing patterns conference. E pluribus unum versus la Rpublique une et indivisible As Christian Descamps (1991) underlines, two massive meanings are struggling. A first one holds the community to be closing on itself. Another just states that we belong to different groups, languages, which, alone, gives us identities that makes us able to open to 92 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 92 the universality . Those two meanings are the French and American ones, as they are opposing to each other for a few centuries now. In France, the word communaut bears a very negative meaning due to our Universal- ist position of a One and indivisible Republic , which refers to Jean-Jacques Rousseaus social contract. There can be, in his sense, only one community, the national one. It is, says Bouvet (2007), the unanimity of the social body as soon as it expresses its general political will . The individual, entering the public space, must leave its differences. The interna- tional community is a direct by-product of this thought as it is supposed to express the common will of all states. Negativity arises in French as communauts is used on plural mode. There, the communauts become a place of exclusion, where people stay together out of the public sphere. In the US, on the other side, the community is a key element of the pluralism of social life (Bouvet, 2007). The waves of immigration, since the Mayflower, are all communities (religious, racial) coming to the US to find a heaven where they can live their difference (at least in theory). Even the political design of early America bears this conception, as the madisonian structure implies that none of the factions that compose the political body be in a situation to dominate the others. The building of the two nations itself reflects this difference. The construction of France as a nation has been a history of multiple integrations of counties, regions and people on an equal basis, without any distinction of rights between these communities. On the contrary, the US history began with a rupture of a religious community from the tough rule of Great- Britain, as an opposition to such a model, then with a second opposition to people living in the New World (Indians). The communitarian logic at work in America is hence more easily understood in such a context. 2. Identity Community versus Chosen Community Another gap between the French and American meanings of communaut is the free- dom it can implies or not. Bouvet holds that both countries faced very differently what he calls the identity turn of the 60s, when different groups of both states population began to claim rights : blacks, gay, women in the US, youth in France. Those groups want their differ- ence to be heard, and politics are not at ease with groups which do not use traditional politi- cal means to voice their demands (this point being particularly interesting as regards the way new groups of people use political virtual communities to voice demands without waiting for parties or elections to decide of it). In France, communaut, and, even worse, communautarisme (the fact to promote communauts as a way of living in society), then systematically refers to identity as a pas- sive, not chosen element (identity community). This may be race, but also religion, gender or age. Bouvet adds, as a concluding joke on the French case, that if the concept [of communi- tarianism] would have been in Flauberts Dictionary of Received Ideas we could have read: Communitarianism: denounce it in any time. The main reproaches are well known: nega- tive impact on the social fabric, and self-rejection of the communauts on them-selves. Any reference to the word communaut is a way to denounce a balkanization of public Media, Public Opinion, Political Actors 93 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 93 space and is loaded with the fear of communitarianism , a conception of public space where groups of people (usually community of fate ethnic, gender, etc rather than com- munity of choice interest groups, common belief, etc) split from the common space and set up their own rules of socialization and behavior towards the nation. This negative atmos- phere can be seen in France with the total misunderstanding with which the present govern- ment dealt with the Muslim scarf or with the Rom people, ousted out of France despite the fact they are European Citizen, hence free to go and leave any European country. On the contrary, the US managed to adapt its political frame to these social and cultural new demands, by giving specific groups specific rights, accepting that it may enrich society as a whole (concept of the Melting Pot), without, in theory, breaking the state in parts that would not talk to each other, making the process of democracy impossible. The concept of communi- ty is almost exclusively used in a positive way, as the description of the primary unit of the American political life (community may also mean a district or even a town, which allows us to link it with the importance of town meetings in the American local political life). Agood way to conclude about this gap of meanings can be found in Christian Deschamps introductory paper to a special issue of peer-reviewed journal Herms (1991), where he assesses that: Two meanings clash, massively. In a first sense the community is enclosure, withdrawing into itself: I am here, I eat here, I love here, and not elsewhere. But another meaning finds that our membership to groups or languages are the only way to give us iden- tity and thus to open to the universal. 3. Back to Present-Day Politics: Virtual Community as Participauty Recent Elections in the US and in France: The Rise of User-Generated Content In the field of politics, those virtual communities began to play an important role only recently, our work would like to start this appearance of communities as structured bodies on the stage of elections in 2004 in the US and a year later in France, at least for the first manifes- tations of these political virtual communities structured around one main participatory website. The 2004 US election saw the web play a more and more important role, not much as an organized tool to campaign, but as an echo room, as we can remember Howard Dean dis- grace after a record of him shouting went viral on video sites such as Youtube. In France, the 2005-year is interesting as a prelude to the rise of political virtual communities with the ref- erendum for a project of Treaty for a European Constitution. Mainstream media and politics were in favor of this project. The debate was seen as such locked by these two institutions that the nonistes , supporting a reject of this proposal, used the web to voice then gather against the project of Treaty. The final victory of the no in France was a real bomb as nobody saw it come, at least in the media and mainstream politics. An interesting cartogra- phy had though been done by a French start-up, RTGI, to show the size of the yes and no communities on the web, which clearly shown more sites for the latter side, and bet- ter organized. This 2005 event will be a first evidence of what I call participauty , that is not only a community as Rheingold says, which talks, exchanges and debates on the web, 94 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 94 but of a body with more specific features, notably a capacity to be a counter-weight to other media institutions. Another evidence is the success in France of the participatory site of Sgolne Royal, who in the end lost the 2007 presidential election to Nicolas Sarkozy. Her website, Dsirs dAvenirs (Desire for a Future), gathered about 48 000 messages between November 2006 and April 2007 (Desquinabo, 2008), which is primarily the most important period of the election that took place in May and June. Other parties did well too, with right-wing winning party UMP hitting more than 33 000 messages on the same period, and centre party UDF more than 25 000. The case of Segolene Royals Dsirs dAvenirs is interesting as she was not the expected party candidate for the presidential elections, but could thanks to this community gain enough weight to be elected by the partisan as the official candidate. Once again, we can call this community a participauty since it played its role of counter-weight in a political context. Well see later on that this event was so important for those taking part that still now, in the new Parti Socialiste social political network, the Coopol, her partisans are dominating the debate. Again, Sgolnes participauty may play an important role as the Socialist Party recently decided to open its primary elections to the vote of the partisan (and more). Another learning from this first wave of political participation through Internet is the shift we can see. 4-6 years ago, the online platforms where people gathered were primarily designed to stir the debate and make people voice their choice, opinion, so as to know, for the party, which ordered the Platform, what was in its peoples mind. Nowadays, and since Obamas campaign, the online presence is more designed as an organizational tool which allows party militants to Schedule, organize and optimize their action in real life , this being non exclu- sive with discussion groups, but the core of the sites are designed for organization and cam- paigning. Which reinforce the idea that this is not a mere virtual community but a partici- pauty with its own means of self-regulation, hierarchy and way to deal with the agenda. The Creation of a New Concept: Participauty In a nutshell, our concept of participauty would imply specific features which the sole concept of virtual community does not talk about, such as: a virtual space which is not linked to a single site (a virtual community is usually a way to designate a single site, as we saw it with the case of Rheingolds WELL, but which is also a more broader use of the concept in the discourse on the Internet today. It is not rare to see phrases such as join the community which is near of join the website, register, then log in and interact on the space of the website). One of our hypotheses to check later on will be how a participauty can be seen on different websites: mainstream or specific social net- works, twitter accounts, blogs, etc. a form of political collective action based on the participation of users with a definite political objective (hence the particip- root of our concept). If virtual communities are based on user-generated content, participauties have in their status and way of providing interactions a political objective (such as recruitment of new partisan, organization of cam- paigning in real life, debate on the ideas of the party, and in some case a fonction of voting, Media, Public Opinion, Political Actors 95 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 95 as KIES, 2008 underlines in the cas of Radicali Italiani). This can be checked by looking at the way political social networks define themselves (About pages, for instance). Within the political context of a party, a new form of power given to partisan, but not only, as these sites in France are open to the participation of non-registered users. Anew cat- egory of web users has hence the ability to take part to campaigns. One of the concepts we will develop later on will be the connective capital, roughly defined as the set of compe- tences those new participants can put forward to gain power within the institution of the party and amongst partisans (knowledge of web technologies and etiquette, for instance). Another aspect of this power games will matter directly to the customer, e.g the party which has paid for the creation of the participauty, as these new participants may gain and/or claim part of the power that lied previously in the traditional structure of the party. For instance, a sub-group in the participauty focused on cultural issues may be more productive than the official party commission on the same issues (more people proposing more ideas, or even drafts of bills to be passed). Amedia consumer and producer who acts differently from other media actors in terms of agenda setting. Our hypothesis is that what is being discussed by the participauty may dif- fer slightly of what is written and read on the web (we will check this on issues as well as on candidates), and our paper aims at giving first evidence of this phenomenon. Other features are being thought of and found within the data generated by these partici- pauties, such as the sources of information it uses to organize debates or discussions within sub-groups (do these participants refer more to mainstream media, which we could see by the number and/or rate of external links made to online media sites ? or do they prefer to put forward their personal or professional experience ?). The main point can be understood thanks to the concept of level of consciousness put forward by HARVEY (1991), speaking specifically of virtual communities: The virtual community is a level of consciousness, of interpretation, and such as, as a cultural level. It is the community, be it a little group of people or a single individual, which provides a way to give a meaning to information. 3. The Field: A Data-Mining Exercise on Agenda-Setting Differences Between Several Media Layers Data: Content Production of Several Media Layers After having set up the bases of this new concept, lets see now how we can check it in real life according to the geek vocabulary. The field of my dissertation and for this commu- nication is the agenda-setting practices of various media layers, for the special occasion of the 2012 presidential elections in France. Our objective is to check a certain number of hypothesis regarding the participauty, especially how, when, where or why they can possibly have a different behavior from mainstream media, for example. The tool we are trying to create will try to compare the occurrences of the different can- didates and of the campaign issues on several media layers with each its specific way to pro- duce the news and people to receive it. The layers that will be compared are: 96 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 96 Media, Public Opinion, Political Actors 97 The 6 political social networks of the main French political parties (main but not only home to the participauty): La Coopol (Parti Socialiste), Les crateurs de possible (UMP), Europe Ecologie (Europe Ecologie), Villepin Com (La rpublique solidaire), Epicentres (Nouveau Centres), Dmocrates (MODEM). Those sites are commonly referred to as each partys Facebook as they work on a more or less similar pattern and design. A selection of generalist mainstream media, thanks to a connection with another research project, IPRI 1 , whose aim is to check whether Internet is a means to achieve more pluralism in news. This layer encloses about 400 French source of news, in which we can find mainstream media (websites of Le Monde, Le Figaro), local press websites, pure play- ers (Rue 89, Agoravox). A selection of 10 000 Twitter accounts which is build so as to represent French media landscape on this medium. We used a basis of 389 accounts 2 of politicians and journalists gathered and certified by the social media company La Netscouade. Other layers will be added as the project and resources are available Methodology: Data-Mining and Data-Visualization The method of exploitation of the field is an exercise of data mining. Each layers con- tents can be automatically extracted through scripts so as to store and compare the data, with differences for each of our layers: Social political networks: a script allows us to harvest and anonymize user-generated content, and to know for instance the numbers of groups or posts linked to a candidate or a set of keywords which define an issue (occurrences of crime rate, police and prison can make the post sorted as part of the Justice issue). Mainstream media (provided by IPRI project): the RSS feeds of the 400 sources of information gathered in the IPRI corpus allows us to get the content of these sites and to look into this database for specific candidates or issues. Twitter accounts: the easy access to the API allows us again to sort and anonymize the content produced by our 10 000 users so as to check in the rapidly huge amount of tweets the occurrences of candidates or issues (here, hashtags may be helpful to qualify an issue). Data-visualization tools then allow us to make visible the difference of agenda-setting of each of those layers, as can be seen below. 1 Research project IPRI Internet, pluralisme et redondance de linformation , with the support of the Agence Nationale de la Recherche ref. ANR-09-JCJC-0125-01. 2 http://tweest.lepost.fr/. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 97 Figure 1 Figure 2 4. Discussion & Conclusion The Legal Frame of Data Mining One of the main issue which was raised by our work was the existence of a legal frame to the gathering of data from the different media layers, as each one seems to be made impossi- ble either by intellectual property rights (this can be the case for RSS feed extraction of online media content) or personal data rights (this is the case for our six political social net- works). The existing frame doesnt seem fit to the moving environment of Internet websites and social media especially. As political social networks leave registration open to anyone, this could be seen as a public object. On the other hand, French law is especially rude towards the collection of political personal data, to which the content produced by the inter- actions on these sites could be linked. 98 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 98 Media, Public Opinion, Political Actors 99 Following the Participauty Across the Web If our concept of participauty is primarily linked to the political social network websites, we will have to take into account the fact that members of this group also have a political activity on other websites or platforms, such as Facebook, Twitter or personal blogs. The concept of participauty should be strengthened by this phenomenon, as it would mean that the power effects of political participation on the Internet would not be limited to specific political websites (such as the 6 political social network we are studying, and which are linked to Frances main parties). The consequences of this could be that the political social network could be a core home to the participauty, where discussion and activity takes place between pairs (partisans), then users would spread within their personal networks the political information received there (on Facebook, Twitter, etc). Party Authority Undermined? One of the most interesting consequences of the existence of participauties across the web could be the change in the relationships between political parties and their partisans. Traditionally, and still now in France, parties hope to maintain a tight grip on partisan activ- ity, by framing it with people (local party chief, youth sections of the party, etc) or activities (summer university of each party during which the main points of the party agenda are set up and voiced to party members and partisans before the upcoming year). What if, as we said it, the activity of web-users of political social networks overlap in a way or another the activ- ity of the traditional structures of the party? People gaining power in such websites will for sure not be the same as the old party elite. Other skills and abilites are in action and new ways of being an opinion leader on social networks are appearing. The legitimacy of deci- sion taking could change as well. A new elite is probably raising through these sites, and clash could happen between old and new party structures. A New Democracy, but Which One ? On the other hand, several studies showed that previous trials of participauties had lit- tle effect on candidates political agenda, some seeing such sites as a mere marketing appeal to renew voters thanks to the hype around social media. Here we will be talking of different types of democracies, such as participative, representative or deliberative democracies. The way the Internet and social media could enhance democracy is not quite clear. The social dis- course on the Internet is a one of optimism, that new technology could, through mass partic- ipation of web users, give a new breath to ageing western democracies. However, we should wait for no miracles, as the penetration of political activity online remains an activity of a minority. Ideally, the Internet could help us fulfill the old Rousseauist dream of direct democracy, as our representative democracies seem to show their limits. Other talk of deliberative democracy, where Internet make participation possible, but a participation limited to discussion, and which in no case would allow decision making being delegated or partly given to web users. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 99 100 Globalization and Changing Patterns in the Public Sphere References 1. Benkler, Y., Shaw, A. (2010), A Tale of two blogospheres: Discursive practices on the Left and Right, Berkman Center for Internet and Society. 2. Bimber B. (1998), The Internet and Political Transformation: Populism, Community, and Accelerat- ed Pluralism, 31(1), 133-160 3. Bouvet, L. (2007), Le communautarisme, mythes et ralits, Lignes de Repres. 4. Descamps, C. (1991), Espace public et Communaut Introduction du Jerms 10. 5. Desquinabo, N. (2008), Dynamique et impacts des propositions politiques dans les webforums par- tisans, Rseaux, 150. 6. Flichy, P. (1997), Une histoire de la communication moderne. Espace public et vie prive, Paris: La Dcouverte. 7. Fondation Terranova (2009), Moderniser la vie politique: innovations amricaines, leons pour la France. Rapport de la mission dtude de Terra Nova sur les techniques des campagnes amricaines. 8. Greffet, F. Wojcik, S. (2008), Parler politique en ligne. Une revue des travaux franais et anglo-sax- ons, Rseaux, 150. 9. Harvey, P-L (1995), Cyberespace et communautique, Laval: Presses Universitaires de Laval. 10. Kies, R. (2008), Forum en ligne et parties politique. Analyse des Radicali Italiani, Rseaux, 150. 11. Petit J-F. (2007), Individualismes et communautarismes. Quels horizons aux Etats-Unis et en France, Paris: Bayard. 12. Reinghold, H. (1994), The Virtual Community. Homesteading on the Electronic Frontier, Harper Perennial. 13. Schrecker, C. (2006), La communaut, histoire critique dun concept dans la sociologie anglo-sax- onne, Paris: LHarmattan. 14. Smith, A. (2009), The internets role in campaign 2008, Pew Internet & American Life Project < http://pewresearch.org/pubs/1192/internet-politics-campaign-2008>. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 100 Using Voter Lists as Sampling Frames: Two Studies on Vote Choice and Turnout Lee B. BECKER* University of Georgia, Athens, USA Nicoleta CORBU National School of Political Studies and Public Administration, Bucharest, Romania Qingmei QING University of Georgia, Athens, USA Abstract: Most concerns about sampling in survey-based research focus on the lack of accuracy and the high costs of the sampling methods generally used. The growth of cell-phone-only households and increas- ingly lower return rates in surveys in general have brought new challenges in recent years. This study exam- ined some options for drawing inexpensive and valid samples that take advantage of new sources of informa- tion, such as telephone online directories. Address-based sampling using voter lists and mail contact has been shown in earlier research to be an effective alternative to random digit-dialing techniques. This research analyses two Georgia surveys using address-based sampling techniques using voter registration lists. The two studies show that voter list-based sampling is a good, inexpensive method to obtain accurate samples at the county level. Both of the studies provided good estimates of elections outcome, not only in a telephone survey, but also in a mail survey. Additionally, voter lists offer a great advantage in providing vot- ing history, as well as demographic characteristics for each voter, which can be a good base for testing the samples accuracy, and for refining the forecasting in order to obtain a more accurate outcome prediction. Keywords: sampling technique, voter registration list, turnout, election outcome 1. Introduction Sampling accuracy has been a key issue in studies using public opinion survey. Most con- cerns were related to possible demographic or overreporting biases and the high costs of commonly used sampling methods. Cell-phones only households and low return rates brought new challenges, especially for large populations. Issues associated with small, com- munity surveys have largely been ignored or considered less important than national ones. Local political office holders, small media organizations, and community organizations, however, rely on surveys based on what are often small community samples. * Contact: lbbecker@uga.edu. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 101 Random telephone number generation and random digit dialing are the most widely used method in telephone surveys. This paper focuses on sampling from voter lists, as an inexpen- sive alternative for both telephone and mail surveys, using the advantages of new resources, such as online telephone directories. One of the main problems related to sampling in public opinion surveys is overreporting and how this can affect other variables, especially elections outcome. The findings in two local surveys show that sampling from voter lists provides valid, reliable samples and that overreporting vote does not affect accuracy of the predictions of elections outcome. 2. Registration-Based Sampling: An Alternative to Random Digit Dialing Techinique Accuracy has been one of the main concerns of researchers using survey methods. The Mitofsky-Waksberg method of random digit dialing (RDD) is the most widely used survey method (Brick et al, 1995). It ensures that all residential telephones have an equal chance of selection. On the other hand, people living in institutions may have no chance to be selected (Mitofsky et al., 2005). The disadvantages of RDD sampling method are related to the fact that pollsters may discard or down-weight the interviews conducted with people whom they consider as unlikely voters (Green & Gerber, 2003). In recent years, researchers who conducted pre-election surveys have experimented with samples drawn from voter registration lists. They are used because researchers can identify potential voters, learn past voting history, and acquire demographic information of voters (Mitofsky et al., 2005). These attributes can be used as a source of parameters for improving the estimates, and in the same time they can provide a good accuracy test for the samples drown. In addition, they can be used as stratification variables, which can improve the design of the sample. As recent studies mention (Green & Gerber, 2006; McDonald, 2007), relatively little has been written about the practical details of registration-based sampling (RBS). Although rela- tively rarely used in research and political surveys in general, voter registration list sampling is shown to have considerable advantages as compared to the random digit dialing procedure (Green & Gerber, 2006; McDonald, 2007): useful background information about the respon- dents, simpler interview protocols, higher response rates (particularly in low-salience elec- tions), reduction of the costs associated with identifying likely voters, etc. There are also some possible drawbacks, such as incomplete coverage across and within states, lack of phone number information and unwillingness to disclose vote intentions when the survey is not anonymous. Little is also known about the sample accuracy in different types of surveys using voter registration lists. If investigated at all, differences emphasize the advantages or disadvan- tages of different types of surveys and the possible biases related to different aspects of the sampling procedures. Visser, Krosnick, Marquette and Curtin (1996) suggest that mail sur- veys not only may be viable alternatives to telephone surveys but may also be more effective under some conditions, based on their research findings, which shows a more accurate fore- casting for mail surveys (using voter registration lists in Ohio) as compared to random digit 102 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 102 dialing surveys. Green and Gerber (2003, 2006) found a more accurate prediction of midterm election outcomes for registration-based sampling (registration list for Maryland, Pennsylvania, New York and South Dakota) versus random digit dialing sampling. In addi- tion, they found that RBS is more money-saving then RDD. 3. Public Opinion Surveys: Estimating Turnout and Predicting Election Outcome The main focus of public opinion surveys during election times has always been forecast- ing an accurate election outcome. Additionally, turnout was important not only by itself, but also because of the challenges it raises. Research shows that, when discussing accuracy of public opinion surveys, overreporting vote is investigated in terms of possible influences on predicting outcome. Validity of survey data has been a constant concern in public opinion research. The earli- est large-scale data set that systematically investigated validity issues is the 1949 Denver Community Study. The data was consequently used to address specific validation issues for several decades (Presser, 1984). Overreporting thus started to be investigated in terms of causes and characteristic of people who declared they voted and did not. The main causes of misreporting are memory and social desirability (Katosh & Traugott, 1981; Presser, & Traugott, 1992; Belli et al., 1999; Fullerton, Dixon & Borch, 2007), and, for local issues, exposure to local television news (Volgy & Schwarz, 1984). Social desirability has an important impact on estimating turnout because it influences the way people report vote, especially for those who believe voting is a civic duty that should be filled in a healthy democracy. Therefore, one of the key questions related to overreporting vote is who misre- ports. In other words what are the characteristics of people who declared they voted but did not, as compared to true voters. Research shows that the most salient characteristic of overreporters is high education (Silver, Anderson & Abramson, 1986; Granberg & Holmberg, 1991; Bernstein, Chadha & Montjoy, 2001; Cassel, 2003; Karp & Brockington, 2005; Fullerton, Dixon & Borch, 2007), which is explained by the belief that they feel a pressure to misreport because they usually think they are the kind of people who vote or should vote. Other characteristics are related to the degree of partisanship. The more partisan and the more religious people are more likely to overreport (Bernstein, Chadha & Montjoy, 2001), as well as people who accept the norm of voting and have an interest in the outcome of the election (Karp & Brockington, 2005). Middle-aged people are less likely to tell the truth about voting, while young people would rather acknowledge not have been voted (Granberg & Holmberg, 1991). Race has proven an important indicator rather for misreporting registration (Fullerton, Dixon & Borch, 2007). The study of causes and characteristics of overreporters has led to a constant search for solutions and a further investigation of the impact of misreporting on other variables, with a focus on forecasting the outcome of elections. Different solutions have been proposed to decrease the overreporting bias: different wording, with options stating people have thought about voting but did not in the end (Belli et al., 1999), secret ballot technique as a solution to avoid misreports in exit-polls (Bishop, Fisher, 1995), post-debates polls to estimate likely- voters (Traugott, 2005). Media, Public Opinion, Political Actors 103 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 103 Overreporting has been an important issue not only by itself, but also in relation to other variables. A recent study (Cassel, 2003) provides some comfort to researchers by showing that the possible influence of overreporting on other variables that serve as predictors for the outcome is lower than previously estimated. Many scholars have used the approach of identifying likely voters to make an accurate forecast of election results (Anderson & Silver, 1986; Bolstein, 1991; Petrocik, 1991; Mon- son, 1998; Siegelman, 1982; Siegelman et al., 1985; Silver, Anderson & Abramson, 1986; Traugott & Tucker, 1984; Voss, Gelman & King, 1995). Using voter registration lists seems to be the most effective technique to identify likely voters (Mann, 2003). The Columbus Dis- patch poll in Ohio using mail surveys based on voter registration lists has proven to be more accurate in forecasting outcome as compared to RDD similar polls (Visser et al., 1996). Two main possible bias sources in forecasting election outcome are nonresponse and undecided respondents before elections. Nonresponse may affect the representativeness of the sample (Mann, 2005), because research provides evidence that respondents and nonre- spondents may have different interests and preferences in politics (Groves & Couper, 1998; Taylor, 1997; Voogt & Van Kempen, 2002). Allocating undecided respondents has proven a better method than just treating them as missing cases, and therefore researchers have devel- oped methods to deal with this issue (Mann, 2003). Possible solutions are allocating respon- dents who report leaning towards a candidate to improve the accuracy of pre-election fore- casts (Visser et al., 2000), using party identification reported by respondents or candidate assessments or issue items from the same survey (Crespi, 1988), allocating evenly between the candidates (Mann, 2003), assuming that undecided respondents reflect a portion of the electorate that will cast their ballots randomly (Visser et al, 2000). Traugott and Tucker (1984) propose a relatively complicated technique to allocate undecided respondents. They claim that undecided respondents should be divided by partisan affiliation then allocated based on the vote intentions of equivalent partisans who expressed a vote intention. Other methods to increase forecasting accuracy are based on research on the length of time between the poll and the election showing that the closer to the election, the more accu- rate the poll (Crespi, 1988), the number of days the poll is in the field (Lau, 1994), and screening likely voters (DeSart & Holbrook, 2003). 4. Research Questions and Hypotheses This research is based on two public opinion surveys using sampling procedures based on voter registration lists. One is a telephone survey conducted before the presidential elections in November 2008, the other is a mail survey conducted immediately after a local tax initia- tive election in March 2009. The focus of these research studies concerns two main problems. The first is related to voter registration lists as a reliable sampling technique in both telephone and mail surveys, and the second to the accuracy of election turnout and outcome. Although using online telephone directories in addition to voter lists to create the sample for the telephone surveys eliminate some voters for whom telephone numbers cannot be found, we argue that address-based sampling from voter registration lists will provide accu- rate samples in both telephone and mail surveys, in terms of demographic characteristics of 104 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 104 the voters, and therefore the representativeness of the samples would not be affected. How- ever we expect some bias in terms of an increased activism of people who respond in public opinion surveys, regardless of the type of survey. The research questions and hypotheses associated with these issues are RQ1: Does address-based sampling using voter registration lists associated with online telephone directories provide a sample accurately representing population parameters in a telephone survey? RQ2: Does address-based sampling using voter registration lists provide a sample accu- rately representing population parameters in a mail survey? RQ3: What kind of biases appear as a result of not being able to interview all the persons whose telephone numbers were found (nonparticipation biases)? RQ4: What kind of biases result from nonparticipation in a mail survey? H1: People who take a telephone public opinion survey are more active in terms of vot- ing behavior than the general population. H2: People who take a mail public opinion survey are more active in terms of voting behavior than the general population. The issue of accuracy of turnout and election outcome is partially influenced by peoples activism. In addition, literature shows that people tend to overreport voting in favor of a more socially desirable response. We predict similar behaviors in both telephone and mail surveys. Therefore we expect some bias in estimating election turnout, but we argue that election forecasting is not influenced by it. H3: People overreport voting when taking a telephone public opinion surveys. H4: People overreport voting when taking a mail public opinion surveys. H5: Forecasting election outcome in a telephone public opinion survey is not influenced by self-reporting voting behavior. H6: Forecasting election outcome in a mail public opinion survey is not influenced by self-reporting voting behavior. 5. Design Study 1 The first study focused on the presidential elections of 2008 in Oconee County, Georgia. The voter registration list was obtained on September 8, 2008, from the Secretary of State Office and contained records through that date. The list included 21,352 names. Registration closed on Oct. 6. On election day, November 4, 2008, the Board of Election in Oconee County reported 21,579 registered persons. The number of people who voted on November 4 but who were not registered on September 8 was 1,143. A simple random sample of 840 people was drawn via SPSS from the list on October 1, 2008. The numbers were randomly ordered and divided into groups of 30 for assignment to 21 interviewers, who were graduate students in a research methods class in the Grady Col- lege of Journalism and Mass Communication at the University of Georgia. The first two authors were enrolled in the class. The students were instructed to work them from top to bottom until they finished 10 completed interviews each. Media, Public Opinion, Political Actors 105 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 105 The interviewers first looked for telephone numbers available for the assigned names, using the names and addresses as search criteria, using www.whitepages.com, www.switch- board.com, www.yellowbook.com, www.dexknows.com, and simple www.google.com searches on the Internet. The interviewers were given new blocks of numbers as needed as they worked through the interview process and attempted to complete interviews with the assigned voters. In the end, from the 800 names and addresses, the student interviewers were able to locate 553 tele- phone numbers in the online directories. For 192 names, it was impossible to find correspon- ding telephone numbers using the Internet resources. For 55 names, there was no attempt to find telephone numbers. In these cases, the numbers had been assigned but never used. A total of 200 surveys were completed by telephone from October 15 to November 3. The interviewers were allowed to use alternative modes of gathering data, such as mailing questionnaires or in-person interviews, but few did so. In the end, only an additional 14 interviews were completed through non-telephone methods. For the purpose of this paper, only the 200 interviews completed by telephone will be considered. Out of the 553 sampled registered voters for whom telephones numbers were available, 200 were interviews com- pleted by telephone, another 14 by other methods, 32 were continuously answered by answering machines. Four numbers were always busy, and in 43 cases the person to be inter- viewed was never at home. In 69 cases, nobody ever answered the telephone. An additional 50 numbers were out of service. One person did not speak English and could not be inter- viewed. In one case, the interviewer made an illegal substitution, interviewing the wife of the selected registered voter. In 32 cases, the person to be interviewed no longer lived in Oconee County and was not interviewed. A total of 107 persons refused to complete the survey and could not be converted by subsequent calls. These data are summarized in Table 1, with the resultant AAPOR calculations of return rate shown. Return Rate 1 was 38.0%. The voter registration lists obtained from the Secretary of State contain a number of char- acteristics of the voters that can be used to compare the samples drawn with the population. In addition, the Secretary of State produces a voter history file that contains a record of voter turnout for each voter for each election during a given year. This voter history file is avail- able online for download and contains a voter identification number that also was part of the voter list purchased from the Secretary of State. This voter history file was downloaded and merged with the purchased list. 6. Measures Study 1 Characteristics from the voter registration and voting history files were examined and selected for analysis. Some overlap in these characteristics existed. All unique factors were selected. The first characteristic used was voter status. If a voter has not voted in two years and has not responded to a mailed challenge, the voter is labeled as inactive. If the voter does not go to the polls in two even-year elections, the voter is purged. The lists contain a full voter address, including Zip Code. Zip Code was recoded into a binary variable, reflecting delivery by the post office in the county seat of Watkinsville or by some other post office. 106 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 106 Oconee County divides voters into 13 precincts. Precinct was recoded into a binary variable dividing the county into the southern, agricultural part of the county and the northern, more developed part of the county. The county has four small, incorporated cities, including the county seat of Watkinsville. These were collapsed to create a variable for incorporated vs. unincorporated areas of the county. The election file also includes race and gender. Since 92 percent of the Oconee County voters classify themselves as white, race was also reduced to a binary variable of white and non-white. Another characteristic was registration year, reduced to a binary distinction between those who registered before and after 2000. The original voting record contained a recording of the year of last voting, prior to the November 2008 election. The year people last voted was reduced to a binary variable, distinguishing between first time voters (at the address) versus those who had voted at the address before. The voting history file downloaded for all of 2008 contained a record of voting or not voting for five elections. The first was the February 5, 2009, presidential primary, in which eight Democrats , including frontrunners Hillary Clinton and Barack Obama, and nine Republicans, including frontrunners Mike Huckabee, John McCain and Mitt Romney, appeared on the ballot. (Obama and Huckabee won their respective races.) The second was the July 15 primary for local and statewide offices. The third was the August 5 runoff elec- tion for the local and statewide offices. The fourth was the November general election. (McCain carried Georgia.) The fifth was a runoff election for a U.S. Senate seat. In addition, the record indicated whether the voter used an absentee ballot or provisional ballot, which included ballots casts as part of the early voting procedures allowed in the state. Georgia does not register voters by party and has open primaries, meaning that a voter decides on election day which ballot she or he wishes to cast. The record indicted whether the voter had asked for a Democratic or a Republican ballot in the February, July and August primaries. Finally, the official vote record showed John McCain received 12,113 votes (70.8%) in Oconee County in November of 2008, Barack Obama received 4,824 votes (28.2%), and Libertarian Bob Barr received 177 votes (1.0%). The telephone survey contained a measure of vote intent (or actual vote, if the voter has already cast a ballot). The question measuring the likelihood to vote in the questionnaire on a 10-item Likert scale was recoded into a bina- ry variable. People who chose the definitely will vote (or 10 on the scale) option or had already voted at the time of the interview were considered as likely to vote, all the others as not likely to vote. The sampling procedures described above resulted in the creation of five samples that can be compared with the population on these characteristics. These samples are summa- rized below. Sample 1: Sample Drawn (N=800). This is the random sample of voters assigned to inter- viewers. Sample 2: Sample of Eligible Respondents (N= 703). This is the sample of voters actual- ly used by interviewers. Excluded were numbers assigned but never used because the inter- viewer did not need them as well as those who were not registered at the address. In the lat- ter case, this exclusion was confirmed by the interviewer who either reached the voter at a new address or reached someone else at the address. If the number was inoperative, was Media, Public Opinion, Political Actors 107 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 107 always busy, or only was answered by an answering machine and the interviewer could not confirm that the voter had moved, the individual remained in this sample. Sample 3: Telephone Sample (N= 532). This is the sample for which telephone numbers could be located. Sample 4: Sample Interviewed (N= 200). This is the sample of registered voters actually interviewed by telephone. Sample 5: Telephone Sample Plus Confirmed Improperly Registered (N= 242). This is the sample of voters interviewed plus voters found to have moved and therefore to be ineli- gible to vote. Sample 1 shows if any biases appeared in the originally, randomly selected sample. These biases would have to result from the error of sampling alone. Acomparison of Sample 1 with the population would indicate if there were any error resulting from random sampling. Sample 2 differs from Sample 1 in two ways. The first is by eliminating randomly subjects not assigned to the interviewers. The second group eliminated were those who were improp- erly registered and this was confirmed by the interviewers. A comparison of Sample 2 with the population would indicate if any bias resulted from elimination of these two groups. Sample 3 is the sample of voters for which telephone numbers could be found. Acomparison of this sample with the population will indicate the biases that can appear because of the design of the study itself, in other words, from using telephone directories to identify land- line phone numbers. Sample 4 is the sample of registered voters actually interviewed. A comparison of it with the population will show the biases of nonparticipation. Sample 5 includes those who were interviewed as well as those who could have been interviewed but were not because they were improperly registered. A comparison of this sample with the population provides a second test of the biases of using a telephone sample based on num- bers found in online directories. 7. Design Study 2 The second study was completed during the period following a vote for what is in Geor- gia is called a Special Purpose Local Option Sales Tax. This is a one cent on the dollar tax for designated capital projects that requires periodic approval by the voters. Such an election was held on March 17, 2009, in Oconee County. For this study, a simple random sample of 500 was drawn via SPSS from a voter registra- tion list obtained on February 3, 2009. At that time, 22,090 people were registered to vote. The registration closed on February 17, when a total of 22,113 people were officially regis- tered to vote for the March 17 election. There were 1,457 voters who actually voted on March 17, according to the official returns. The voter history contained records for 1,438 voters, meaning by the time it was uploaded 19 persons who voted had been purged from the list, presumably because they moved by the time those records were created at the Secretary of State Office in May of 2009. Of the 1,438 voters, 83 had not been registered when the voter list was purchased on February 3, 2009. Five hundred questionnaires were mailed on March 16, and a second mailing followed on April 3. Eighty-one valid completed questionnaires were returned after the first mailing, and 108 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 108 another 43 after the second mailing and before the closing data of April 24. Another valid completed questionnaire was returned after that date but was not included among the com- pleted questionnaires. An addition four questionnaires came back after the first mailing, but the persons who completed them removed their names from the instrument, making it impossible to identify them. The total completed returns thus was 128. One survey was returned blank after the second mailing. Thirty-nine letters were returned to sender by the postal services because the address was no longer valid. These data are summarized in Table 2, with the resultant AAPOR calculations of return rate shown. Return Rate 1 was 26.6%. Although there was no intent to conduct a telephone survey, the first two authors of this report looked for telephone numbers, using the same strategies as in the first study. Atotal of 321 numbers were found out of the sample of 500. For 26 names there were no telephone numbers at all in the online databases used. Another 38 were identified as unlisted, and for 115 names, the address did not match the name in the online records. One hundred and twenty-nine voters returned questionnaires. In one case, the form was not filled out. Atelephone number had been found for this respondent. Four additional ques- tionnaires were returned with the voter identification number removed. Three of these were partials; all four have been treated as unusable. Of the 124 returned questionnaires that could be identified, 92 were among the cases for which telephone numbers were found. Four of them were cases without any address or telephone number, eight were unlisted numbers, and 20 were identified as wrong addresses in the telephone numbers search. Thirty-nine came back returned by the U.S. Postal Service. For eight of these, a telephone number had been found. In seven cases, no telephone number had been found. One of the 39 was unlisted, and in 23 cases the address did not match with the voter on the voter list. A total of 336 questionnaires were never returned. In 220 cases a telephone number had been found. In 15 cases no telephone number had been found. In 29 cases the number was unlisted, and in 72 cases the address found did not match with the voter list. For a summary of the cases, see Table 5. The voter registration lists obtained from the Secretary of State contained the same infor- mation as was included in the voter registration list obtained for the November 2008 study. Those records were updated, of course, to reflect voting behavior and registration since that time. The Secretary of State voter history file for 2008 was downloaded and merged with the purchased list. In addition, the voter history file for the March 17, 2009, election was down- loaded and merged with the voter registration file. 8. Measures Study 2 The same variables were taken from the voter registration lists as in the first study. Anew variable for vote in the March 17, 2009, SPLOST election as well as use of absentee or a pro- visional ballot for that election also was added to the file. The official vote record showed 1,037 persons voted in favor of the SPLOST and 420 voted against it. The mail survey contained a measure of vote intent (or actual vote, if the voter had already cast a ballot). Media, Public Opinion, Political Actors 109 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 109 The sampling procedures described above resulted in the creation of five samples that can be compared with the population on these characteristics. These samples are summa- rized below. Sample 1: Sample Drawn (N=500). This is the random sample of voters assigned to inter- viewers. Sample 2: of Eligible Respondents (N= 461). These are registered voters minus those confirmed as ineligible when the questionnaire was returned by the U.S. Postal Service. Sample 3: Telephone Sample (N=313). This is the sample for which telephone numbers could be located. The eight cases for which the mailing came back undelivered were elimi- nated. Sample 4: Interviewed Sample (N= 124). This is the sample of registered voters who returned a completed, usable questionnaire and had not eliminated the voter registration number. Sample 5: Interviewed Sample Plus Confirmed Improperly Registered (N= 163). This is the sample of voters who returned a questionnaire plus voters found to have moved and become ineligible to vote. As in Study 1, Sample 1 was compared to the population to make sure the simple random sample fell into the 95% of confidence level. Sample 2 was created to see if any biases appeared if only eligible persons were considered from Sample 1. This sample actually elim- inated improperly register people. Although they were never used, telephone numbers were looked for, in order to verify the biases that might appear in a telephone survey using online directories to identify land lines numbers, because of the address-based sampling design itself. This was Sample 3.The purpose of Sample 4 is see if biases resulted from participa- tion. Just as in the first study, Sample 5 is used to show if improperly registered people in Sample 1 (and in the population) play a part in any biases of Sample 4. 9. Findings Study 1 In order to have a complete view of the possible biases, each variable in the comparison tables will be discussed. The voter status shows little variation across the samples, with a slightly increased value for the telephone sample, and a more significant variation for the interviewed sample. Even if the percentage still falls into the confidence interval, the varia- tion is explicable by the fact that people who agree to being interviewed are generally more interested in the elections and are more likely to vote, therefore they are more likely to be active voters. There are insignificant variations for the zip code. The distributions for precinct and the municipal names vary starting with the sample drawn, but no variation is greater than 2.8%, and they all fall into the confidence interval. The variation of the race is rather insignificant. However, it should be point out that the improperly registered people added to the sample of completed interviews seem to be the explanation for the 2% variation in the final interviewed sample, if one compares the sample of interviewed people and the sample obtained by adding the improperly registered people. The gender has a variation of 4.6% for the interviewed sample. A reasonable explanation is 110 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 110 that women are generally more likely to agree to the telephone interviews. Still, the percent- age falls into the confidence interval and all the other variations for the rest of the samples are insignificant. The registration year is slightly leaning toward more people registered before 2000, for the telephone sample. This was to be expected as well, since people registered more than eight years ago are among the most stable in terms of changing addresses> Therefore, there are better chances that their landline telephone numbers are registered in the public data bases. The sample obtained by adding the improperly registered to the interviewed sample has a small variation leaning toward the recently registered voters, which indicates the fact that improper data in the registration list is to be found probably to a greater extent among recently registered people. The variations for the variable measuring the distribution of new voters or people who never voted since their registration are to be found within the telephone sample, and the sam- ple interviewed, although all the percentages fall within the confidence interval. This shows that people whose telephone numbers are listed in online directories and people who would agree to take surveys are generally slightly more active. Again, adding the improperly regis- tered people to the interviewed sample reduces the variation. The greatest variation among the samples, as compared to the population are related to the variables measuring whether or not people voted in the five 2008 elections. The greatest differences are in the interviewed sample. In four cases out of the five, the bias follows a trend toward an increased activism among people for whom telephone numbers were found, and was more prominent for the people who took the survey and were more likely to have voted during the year. Again, the sample containing the improperly registered people reduces somewhat the bias and it is a good indicator of one of the possible causes of the bias, the improper data in the whole population, which will never be found in the interviewed sample. The three variables measuring the percentages of people who chose to vote in the Repub- lican ballot on February, July, and August elections show an increasing trend toward a Republican choice in the samples, although the differences are smaller than the cases of the variables measuring the vote itself; most of them also fall into the confidence interval. The sample containing the improperly registered people slightly reduces the differences for this variable too. The voter absentee measure has insignificant variations, except for the absentee in the November elections, for the interviewed sample and the interviewed and confirmed improp- erly registered sample. The differences show that people who voted earlier are more likely to take a telephone survey, which is consistent with the slightly more active people in the inter- viewed sample overall. The outcome of the elections, as a means to verify the accuracy of the final sample of interviewed people needs further explanations. Out of the 200 people, 178 actually expressed their vote preference for the elections, 2 declared they would not vote, 13 were undecided at the time of the survey, and 6 refused to reveal their options, and one just skipped this particular question when completing the survey. Out of the 178, 64.6% declared they would vote McCain, 33.7% declared for Obama, and 1.7% said other (Bob Barr). In fact, after the elections, the records show that 164 of them actually voted. Of theses, 67.3% declared they would vote McCain, 31.5% Obama, and 1.2% Bob Barr. Media, Public Opinion, Political Actors 111 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 111 The real outcome for Oconee County was 71.1% voted McCain, 27,7% Obama, and 1.2% Barr. The sample error calculated for the 178 persons sample is 7.4%, and the result falls into the confidence interval. However, as Murray, Riley and Scime (2009) suggested, in forecasting presidential elections outcome, the probability of voting increases with intent to vote and previous presidential vote. Therefore, before the elections and without knowing who will actually vote, a more reliable measurement of forecasting the vote outcome should have been obtained measuring the percentages within the group of people who voted in the previous presidential elections and declared they were likely to vote on November 4. There were 106 people who definitely intended to vote or had already voted in 2008 and also voted in 2004 presidential elections. Based on this sample, the forecasting of the outcome is: 69.8% declared they would vote McCain, 28.3% Obama, and 1.9% Barr, a very accurate pre- diction for the sample size. As far as the turnout of the presidential elections is concerned, 87.5% declared they would definitely vote or had already voted by absentee, even though not all of them declared how they would vote. Another 9.5% estimated more chances for voting than for not voting (chances of 6 to 9 on a 1 to 10 scale), although they were not sure about it. The real turnout for the interviewed sample is 91.5%. Most of the people (19 of 23) who were not sure about voting finally did vote, even people who estimated low chances (2 to 5 on a scale of 1 to 10). However, some of the people who declared they would definitely vote or had already voted did not actually vote. The real turnout for Oconee County was 80.2%. The comparisons indi- cate an increased activism among interviewed people, as compared with the population, and a slight tendency to overreport vote. Overall, the small biases due to the mode of interview seem to follow the rule of an increased activism among people who usually complete opinion polls, and, to a significantly smaller extent, among people listed with workable telephone numbers in the online directo- ries. All the variables for which the percentages do not fall into the confidence interval are related to previous elections. For all these cases the improperly registered people seem to play a part in the biases observed. The comparison between the population, the sample drawn, the sample of eligible respondents and the telephone sample indicates accurate sam- ples in general, which shows no biases due to the mode of interview itself. The people left out of the sample, for lack of telephone numbers, are evenly distributed and do not cause sig- nificant biases in the final sample. Vote behavior also indicates a good sample. Self-reported behavior shows that overre- porting vote influences turnout estimations, which are already influenced by the increased activism of the interviewed sample. However, outcome seems to be very accurately predict- ed, especially following the rule of refining predictions based on vote behavior in previous presidential elections and vote intention. 10. Findings for Study 2 The samples for the second study were built as to be replicas of the samples in the first study; the only difference is that interviewed sample is no longer a sub-sample of the tele- phone sample. The differences between the samples will be discussed for each variable. 112 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 112 The voters status shows small differences for the telephone sample and the interviewed sample, within the confidence interval. The value of the variable in the sample of inter- viewed and improperly registered people shows that it is probable that a good share of the inactive people is to be found among the improperly registered people in the population, and therefore it would have been impossible to interview most of them. There is a small difference, within the confidence interval, for the zip code and the precinct distribution in the interviewed sample. Percentages in all the other samples are very close to the distribution in the population. No significant differences were found for the municipal name. People interviewed, as well as people improperly registered are white in a greater propor- tion than people in the population. Both differences still fall into the confidence interval. Gender is evenly distributed in all the samples, with a slightly greater proportion of males among the people for whom telephone numbers were found. It is possible that males in the household would rather list their telephone numbers in the online directories, although in most cases both husband and wife were found in the directories used. The registration year shows expected small biases for the telephone sample, the inter- viewed sample, and the interviewed and improperly registered sample. For the first two sam- ples, it was most likely for people who have been living in Oconee County for a longer peri- od of time to have their names listed in the online telephone directories, as well as to be more interested in the SPLOST local issue than for people who had recently moved in the county. Therefore, it was expected that both samples would have a variation for this particular vari- able. The variation for the interviewed and improperly registered sample suggests that the difference between the interviewed sample and the population is even smaller than what the actual numbers show. The same increased activism can be observed in the variable measuring the distribution of people newly registered to vote or who had never voted since registration, in both tele- phone sample and interviewed sample. However, the percentages fall into the confidence interval, and the sample of interviewed and improperly registered people reduces the varia- tion, thus offering a new explanation for the differences observed. All the variables measuring whether or not people voted in the 2008 (February, July, August, November, December) and 2009 (March) elections show more active people in the telephone sample and the interviewed sample. An interesting finding (also observed, to a smaller extent, in the first study) is that people listed in the telephone directories are more likely to be active voters than the population in general. Interviewed people are even more interested in voting issues in general and therefore more likely to vote in both local and national elections. For all the six elections, the sample of interviewed and improperly regis- tered voters considerably reduces the biases, showing that another explanation for the differ- ences between the interviewed sample and the population is the fact that voters list contains a good share of improperly registered persons in general. The percent of people using a Republican ballot in the three primary elections (February, July, and August) suggest a slightly more Republican preference for all the samples, with the exception of the Presidential Primary Election for the interviewed sample. However, all the percentages fall into the confidence interval. Media, Public Opinion, Political Actors 113 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 113 The comparison for the Absentee variables shows significant and consistent variation only for the interviewed sample, which suggests again that people who are more likely to respond to questionnaires are more active in general, particularly more likely to vote earlier. The interviewed and confirmed improperly registered sample offers again a secondary explanation. In all six cases the percentages in this sample significantly reduce the difference in the interviewed sample, if compared with the population. As far as the vote itself in the SPLOST election is concerned, the results raise interesting issues. If one tries a forecast of the outcome based on what people declared in the question- naires, there are 32 people who declared they voted (26.2% of the 122 interviewed people how answered that particular question). The real outcome of the SPLOST election was 6.6%. Twenty-nine of them also indicated how they voted, 69.0% for and 31.0%. The real outcome of the election was 71.2% for and 28.8% against the tax, which would indicate a very accu- rate prediction for such a small number of respondents. However, voters registration list shows that only half of the respondents who reported they voted actually did so. Fourteen of the 29 respondents voted, 9 for (64.3%) and 5 against (35.7%) the SPLOST tax. Even though only half of the people who declared they voted actually did, results show that had the other half actually voted, they would have voted in a very similar way with those who actually par- ticipated in the election. Overall, the comparisons for the second study show a replication of what was observed in the first one. All significant but small biases are related to the degree of activism of people who are listed in the online telephone directories on the one hand, and of people who are more likely to take a public opinion survey on the other hand. All the demographics show very accurate samples, for all five samples built for this study. Just as in the first study, the interviewed and improperly registered sample suggests that the biases are even smaller than the numbers show, because the percentages for this particular sample always seem to reduce the observed differences in the interviewed sample. The findings also show that even though predictions for turnout are influenced by a slightly increased activism of people responding to the survey and even more by the overre- ported vote behavior, outcome can be accurately forecast, regardless of the real vote behav- ior of interviewed people. 11. Discussion The purpose of the two studies presented in the paper was to propose a very reliable and inexpensive sampling procedure for local public opinion surveys. Both modes of interview, telephone and mail surveys based on voter registration lists, provided accurate interviewed samples in general and needed very limited resources. RQ1 and RQ2 were thus answered, the results showing that address-based sampling using both telephone numbers found in online directories and mailings provide accurate samples and represent a very good alterna- tive to RDD techniques. In both cases, the variables measuring demographics showed little variation across the samples analyzed. Although mail survey should have the advantage of covering people with- out landline telephones, and thus providing a more accurate sample, results show that tele- phone samples in both studies are accurate samples, with small variations, if compared to the 114 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 114 population. This provides a new, free and accurate sampling methods using online resources for telephone surveys. The small biases related to nonparticipation observed in both studies are all related to previous voting behavior. Telephone samples indicate that slightly more active people in general are to be found in the online telephone directories. Nevertheless, people without landlines telephone numbers publicly listed have roughly the same demographic characteris- tics with people for whom telephone numbers could be located in the online data bases. Interviewed samples are generally accurate samples (if compared with the random sam- ple drown initially), with rather insignificant variations for the demographics, and small biases observed in the variables related to previous voting behavior, all showing an increased activism in general for people who agree to take the surveys, regardless of the mode of the interview. Nonparticipation biases are related to activism as well in both modes of interview, and with gender only for the telephone surveys, women being more likely to take telephone surveys than men. At the same time, hypotheses H1 and H2 were confirmed. Nevertheless it should be stated that the biases observed are rather small. The samples of eligible respon- dents are generally very accurate samples, just slightly leaning toward more active people. In the same time, the samples of interviewed and confirmed improperly registered people con- siderably reduce activism biases observed in the interviewed samples. Both observations argue for another possible explanation of the differences observed in the variables measuring voting behavior: improperly registered people in the voter registration lists. Interviewed samples in both studies tend to overreport vote. Correlated with the slightly increased activism of people in these samples, estimations for turnout lean toward overre- porting vote. Hypotheses H3 and H4 were supported. We emphasize that survey mode does not affect in any way overreporting, and thus socially desirable behavior influences self- reported vote behavior both in a direct (telephone) and indirect (mail) communication. How- ever, outcome forecast had proven a very accurate prediction in both cases, regardless of self-reported vote behavior. Hypotheses H5 and H6 were supported. Address-based sam- pling is a reliable technique for public opinion survey, offering good forecasting of elections outcome. Voter registration lists offer information that provides tools for a more refined and accurate prediction. 12. Conclusions Probably the most important result of this research is related to the new sampling tech- nique using address in voters list and online telephone directories to obtain good samples for both telephone and mail surveys. This technique links voter lists with telephone numbers, thus providing a viable alternative to RDD in public opinion surveys. Telephone numbers were found for about two-thirds of the people in the lists. However, the biases related to this mode of interview are only related to the activism of people for whom telephone numbers could be found. Of them, even more active people actually take surveys (for both telephone and mail surveys), and women are more likely to respond in a telephone survey than men. Another important finding is related to turnout. People tend to overreport vote in public opinion surveys. Biases in estimating turnout are due not only to the increased activism of Media, Public Opinion, Political Actors 115 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 115 people taking surveys (that was observed in both studies), but also to a general tendency to declare voting even when this is not true, probably because of the socially desirable dimen- sion of voting itself. However, both studies showed that overreporting vote does not influ- ence predictions of election outcome. Overall, sampling within the population provided by voter registration lists has proven a reliable and inexpensive alternative to random digit dialling for local public opinion surveys. It also offers important information regarding people interviewed in the surveys, thus being a rich resource for alternative investigations related to the profile of people who vote in gen- eral, or for people who respond to public opinion surveys. References 1. Anderson, B. A., & Silver, B.D. (1986). Measurement and mismeasurement of the validity of self- reported vote. American Journal of Political Science, 30 (4), 771-785. 2. Belli, R. F., Traugott, M. W., Young, M. & McGonagle, K. (1999). Reducing Vote Overreporting in Surveys: Social Desirability, Memory Failure, and Source. Public Opinion Quarterly, 63(1), 90-108. 3. Bernstein, R., Chadha, A. & Montjoy, R. (2001). Overreporting Voting. Why It Happens and Why It Matters. Public Opion Quarterly, 65(1), 22-44. 4. Bishop, G. F., Fisher, B. S. (1995). Secret Ballots and Self-Reports in an Exit-Poll Experiment. Public Opinion Quarterly, 59(4), 568-588. 5. Bolstein, R. (1991). Comparison of the likelihood to vote among preelection poll respondents and nonrespondents. Public Opinion Quarterly, 55(4), 648-650. 6. Brick, M. J., Waksberg, J., Kulp, D. & Starer, A. (1995). Bias in list-assisted telephone samples. The Public Opinion Quarterly, 59(2), 218-235. 7. Cassel, C. A. (2003). Overreporting and Electoral Participation Research. American Politics Research, 31(1), 81-92. 8. Crespi, I. (1988). Pre-election polling: Sources of accuracy and error. New York Russell Sage Foun- dation. 9. DeSart, J., & Holbrook, T. (2003). Campaigns, polls, and the states: Assessing the accuracy of statewide presidential trial-heat polls. Political Science Quarterly, 56(4), 431-39. 10. Fullerton, A. S., Dixon, J. C. & Borch, C. (2007). Bringing Registration Into Models Of Vote Over- reporting. Public Opinion Quarterly, 71(4), 649-660. 11. Granberg, D. & Holmberg, S. (1991). Self-Reported Turnout and Voter Validation. American Jour- nal of Political Science, 35(2), 448-459. 12. Green, D. P. & Gerber, A. S. (2003). Enough already with random digit dialing: Can registration- based sampling improve the accuracy of election forecasts? Paper presented at the Annual Meeting of the American Association for Public Opinion Research, May 16-19, 2003, Nashville, TN. 13. Green, D. P. & Gerber, A. S. (2006). Can registration-based sampling Improve the accuracy of midterm election forecasts?. The Public Opinion Quarterly, 70(2), 197-223. 14. Groves, R. M., & Couper, M. P. (1998). Nonresponse in household interview surveys. New York: Wiley. 15. Karp, J. A. & Brockington, D. (2005). Social Desirability And Response Validity: A Comparative Analysis Of Overreporting Voter Turnout In Five Countries. The Journal Of Politics, 67(3), 825-840. 16. Katosh, J. P., Traugott, M. W. (1981). The Consequences of Validated and Self-Reported Voting Measures. Public Opinion Quarterly, 45(4), 519-535. 17. Lau, R. R. (1994). An analysis of trial heat polls during the 1992 presidential election. Public Opin- ion Quarterly, 58(1), 2-20. 116 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 116 Media, Public Opinion, Political Actors 117 18. Mann, C. B. (2003). Improving pre-election forecasts from registration based sampling: Using voter registration data to predict partisan vote intention and to allocate undecided voters. Paper prepared for the 2003 Annual Conference of the American Political Science Association, Philadelphia, PA. 19. Mann, C. B. (2005). Do advance letters improve preelection forecast accuracy? Public Opinion Quarterly, 69(4), 561-571. 20. McDonald, M. P. (2007). The true electorate: Across-validation of voter registration files and elec- tion survey demographics. The Public Opinion Quarterly, 71(4), 88-602. 21. Mitofsky, W., Bloom J., Lenski, J., Dingman, S., & Agiesta, J. (2005). A dual frame RDD/registra- tion-based sample design: Lessons from Oregons 2004 National 22. Election Pool Survey. Proceedings of the Survey Research Methods Section of the American Statis- tical Association, Alexandria, VA, 392936. 23. Monson, Q. (1998). Predicting voter turnout in local elections: A vote validation study. Paper pre- sented at the Annual Meeting of the Midwest Association for Public Opinion Research, Chicago, IL. 24. Murray, G. R., Riley, C. & Scime, A. (2009). Pre-Election Polling: Identifying Likely Voters Using Iterative Expert Data Mining. Public Opinion Quarterly, 73(1), 159-171. 25. Petrocik, J. R. (1991). An algorithm for estimating turnout as a guide to predicting turnout. Public Opinion Quarterly, 55(4), 643-647. 26. Presser, S. (1984). Is Inaccuracy on Factual Survey Items Item-Specific or Respondent-Specific?. Public Opinion Quarterly, 48(1), 344-355. 27. Presser, S. & Traugott, M. (1992). Little White Lies and Social Science Models. Correlated response errors in a panel study of voting. Public Opinion Quarterly, 56(1), 77-86. 28. Siegelman, L. (1982). The nonvoting voter in voting research. American Journal of Political Sci- ence, 26(1), 47-56. 29. Siegelman, L., Roeder, P. W., Jewell, M. E. & Baer, M. A. (1985). Voting and nonvoting: A multi- election perspective. American Journal of Political Science, 29(4), 749-765. 30. Silver, B. D., Anderson, B. A., Abramson, P. R. (1986). Who Overreports Voting?. The American Political Science Review, 80(2), 613-624. 31. Taylor, H. (1997). Why most polls overestimated Clintons margin. Public Perspective, 8(2), 45-48. 32. Traugott, M. W. (2005), The Accuracy Of The National Preelection Polls In The 2004 Presidential Election. Public Opinion Quarterly, 69(5), 642-654. 33. Traugott, M. W., & Tucker, C. (1984). Strategies for predicting whether a citizen will vote and esti- mation of electoral outcomes. Public Opinion Quarterly, 48(1), 330-343. 34. Visser, P. S., Krosnick, J. A., Marquette, J. & Curtin, M. (1996). Mail surveys for election forecast- ing? An evaluation of the Columbus dispatch poll. Public Opinion Quarterly, 60(2), 181-227. 35. Volgy, T. J., Schwarz, J. E. (1984). Misreporting and Vicarious Political Participation at the Local Level. Public Opinion Quarterly, 48(4), 757-765. 36. Voogt, R. J., & Vam Kempoen, H. (2002). Nonresponse bias and stimulus effects in the Dutch national election study. Quality and Quantity, 36(4), 325-345. 37. Voss, D. S., Gelman, A., & King, G. (1995). Preelection survey methodology: Details from eight polling organizations, 1999 and 1992. Public Opinion Quarterly, 59(1), 98-132. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 117 Table 1. AAPOR return rates for study 1. 118 Globalization and Changing Patterns in the Public Sphere Final Disposition Codes for RDD Telephone Surveys (Adapted for ABS) 1. Interview (1.0) 200 Complete (1.1) 199 Partial (1.2) 1 2. Eligible, Non-Interview (2.0) 198 Refusal and break-off (2.10) 107 Refusal (2.11) Household-level refusal (2.111) Known respondent refusal (2.112) Break-off (2.12) Non-contact (2.20) 75 Respondent never available (2.21) 43 Telephone answering device 32 (message confirms residential household) (2.22) Message left (2.221) No message left (2.222) Other (2.30) 16 Dead (2.31) Physically or mentally unable/incompetent (2.32) Language (2.33) 1 Household-level language problem (2.331) Respondent language problem (2.332) No interviewer available for needed language (2.333) Inadequate audio quality (2.34) Location/Activity not allowing interview (2.35) Miscellaneous (2.36) / Completed by other method + Illegal substitution 15 3. Unknown Eligibility, Non-Interview (3.0) 128 Unknown if housing unit (3.10) 128 Not attempted or worked (3.11) 55 Always busy (3.12) 4 No answer (3.13) 69 Telephone answering device (dont know if housing unit) (3.14) Telecommunication technological barriers, e.g., call-blocking (3.15) Technical phone problems (3.16) Ambiguous operators message (3.161) Housing unit, Unknown if eligible respondent (3.20) No screener completed (3.21) Unknown if person is household resident (3.30) Other (3.90) Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 118 Media, Public Opinion, Political Actors 119 4. Not Eligible (4.0) 274 Out of sample (4.10) / Not at the address anymore 32 Fax/data line (4.20) Non-working/disconnected number (4.30) 232 Non-working number (4.31) Number not found 182 Disconnected number (4.32) Temporarily out of service (4.33) 50 Special technological circumstances (4.40) 10 Number changed (4.41) / Wrong address 10 Call forwarding (4.43) Residence to residence (4.431) Nonresidence to residence (4.432) Pagers (4.44) Cell phone (4.45) Landline phone (4.46) Nonresidence (4.50) Business, government office, other organization (4.51) Institution (4.52) Group quarters (4.53) Person not household resident (4.54) No eligible respondent (4.70) Quota filled (4.80) e=never tried/total 32,0% RR1 38,0% RR2 38,0% RR3 45,6% RR4 45,6% RR5 50,0% RR6 50,3% COOP1 61,6% COOP2 61,9% COOP3 64,8% COOP4 65,1% REF1 20,3% REF2 24,4% REF3 26,9% CON1 61,4% CON2 73,6% CON3 81,2% Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 119 120 Globalization and Changing Patterns in the Public Sphere T a b l e
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1 . Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 120 Table 3. AAPOR return rates for study 2. Media, Public Opinion, Political Actors 121 Final Disposition Codes for Mail Surveys of Specifically Named Persons 1. Returned questionnaire (1.0) 124 Complete (1.1) 124 Partial (1.2) 2. Eligible, Non-Interview (2.0) 2 Refusal & Break-off (2.10) 1 Refusal (2.11) Other person refusal (2.111) Known respondent-level refusal (2.112) Blank questionnaire mailed back, implicit refusal (2.113) Break-off questionnaire too incomplete to process (2.12) 1 Non-Contact (2.20) 1 Other notification that respondent was unavailable during field period (2.26) Completed questionnaire, but not returned during field period (2.27) 1 Other (2.30) 0 Death (including USPS category: deceased) (2.31) Physically or mentally unable/incompetent (2.32) Language (2.33) Respondent language problem (2.332) Wrong language questionnaire sent for needed language (2.333) Literacy problems (2.34) Miscellaneous (2.36) 3. Unknown eligibility, non-interview (3.0) 370 Nothing known about respondent or address (3.10) 331 Not mailed (3.11) Nothing ever returned (3.19) 331 Unknown if eligible respondent in unit (3.20) 9 No screener completed (3.21) USPS category: refused by addressee (3.23) Refused to accept (3.231) Refused to pay postage (3.232) USPS category: returned to sender due to various USPS violations by addressee (3.24) USPS category: cannot be delivered (3.25) 7 USPS Category: Illegible Address (3.251) USPS Category: Insufficient Address on Mail from One Post Office to Another Post Office (3.252) USPS Category: No Mail Receptacle (3.253) 2 USPS Category: Delivery Suspended to Commercial Mailing Agency (3.254) Unknown Whereabouts, Mailing Returned Undelivered (3.30) 30 Cannot Be Delivered as Addressed (3.31) 23 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 121 122 Globalization and Changing Patterns in the Public Sphere USPS Category: Attempted Addressee Not Known (3.311) USPS Category: Postal Box Closed (3.312) No Such Address (3.313) USPS Category: No Such Number (3.3131) 1 USPS Category: No Such Office in State (3.3132) USPS Category: No Such Street (3.3133) 1 USPS Category: Vacant (3.3134) Not Delivered as Addressed (3.314) USPS Category: Unable to Forward (3.3141) 3 USPS Category: Outside Delivery Limits (3.3142) USPS Category: Returned for Better Address (3.3143) USPS Category: Moved, Left No Address (3.32) 2 USPS Category: Returned for Postage (3.33) USPS Category: Temporarily Away, Holding Period Expired, Unclaimed (3.34) USPS Category: Unclaimed Failure to Call for Held Mail (3.35) USPS Category: No One Signed (3.36) Returned with Forwarding Information (3.40) 0 Returned Unopened address correction provided (3.41) Returned Opened address correction provided (3.42) Other (3.9) 4. Not Eligible, Returned (4.0) 4 Selected Respondent Screened Out of Sample (4.10) 4 No eligible respondent (4.70) Quota Filled (4.80) Duplicate Listing (4.90) e= 89,5% RR1 26,6% RR2 26,6% RR3 28,8% RR4 28,8% RR5 98,4% RR6 98,4% COOP1 99,2% COOP2 99,2% COOP3 99,2% COOP4 99,2% REF1 0,2% REF2 0,2% REF3 0,8% CON1 26,8% CON2 29,1% CON3 99,2% Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 122 Media, Public Opinion, Political Actors 123 T a b l e
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2 . Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 123 124 Globalization and Changing Patterns in the Public Sphere Table 5. Telephone numbers found distributed by mailing outcome. Telephone numbers Return Received Returned Refused Returned to Sender No Response Total Found 92 1 8 220 321 Not found 4 0 7 15 26 Address matched voter but unlisted in white pages 8 0 1 29 38 Address did not match voter 20 0 23 72 115 Total 124 1 39 336 500 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 124 The Influence of the Candidates Name on Vote Intention Sofia FRUNZ National School of Political Studies and Public Administration, Bucharest, Romania Ctlina GRIGORAI National School of Political Studies and Public Administration, Bucharest, Romania Florena TOADER* National School of Political Studies and Public Administration, Bucharest, Romania Abstract: Over the years, factors influencing the voting intention were a fertile research topic. Until now, there are no studies in Romania that investigate the influence of candidate names on the voting inten- tion. Through this paper we aimed to answer the question: Do voters prefer candidates with a common name but with an inappropriate political program, or candidates with an uncommon name but with an appropriate political program? In order to answer this question we used the experiment method during the 27th of April to the 2nd of May 2010 in three Romanian University Centers: Bucharest, Iai and Galai. The method was tested on three groups of 14 Romanian students each. In addition, we had a group of 14 students from The Republic of Moldavia in order to compare the results. The experiment was followed by a series of interviews. Even through we expected that the name would be important for the voters, the results were unexpected. The key factor that influenced the respondents choice was the political program of the candi- dates. However, the results showed that there are still a lot of controversies about the influence of the candi- dates name on the voting intention. Keywords: Romania, politics, candidate, voters, elections 1. Introduction One of the major challenges for the researchers is to reveal what determines the voters to prefer a certain candidate. Studies show that every aspect of a candidates image and every one of his actions are important for winning the voters support. In this case, how important * Contact: florenta.toader@yahoo.com. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 125 is the name of the candidate, especially if the candidate has an uncommon name? The aim of the present paper is to find an answer to the following question: What do voters prefer: a candidate with a common name, but with an inappropriate political program, or a candidate with an uncommon or comic name, but whose political program is focused on the voters needs? By uncommon name should be understood a name that has a comic or negative meaning, which can indicate a negative trait of character of the person carrying that name. For a better understanding of the citizens voting behavior it is important to know what leads them to vote. Richard Law and David Redlawsk (2006) identify o series of general models in decision making: the classic economic rational choice, in which decisions are based on explicit calculations of self-interest; the social psychological model, in which deci- sions are influenced by early-learned social identifications, that tend to be accepted with lit- tle or no consideration or alternatives; fast and frugal decision making, specific to single issue voters; bounded rationality and intuitive decision making, specific to voters who want to make a good and easy decision based on little information achieved during the electoral campaign. According to Dorina Guu (2006), voters who form the hard core electorate of a party dont need a large amount of information to sustain a certain candidate. But there are also citizens whose vote isnt ideological, nor the result of an affiliation to a party. These vot- ers need information to create and consolidate their image about a candidate. There are three main steps to the actual voting process. First of all, the voter must know and recognize the name of the candidate. To this effect, the candidate needs to be popular. Secondly, the candi- date has to provide more information in order to create a more coherent picture of him. Thirdly, having reached this stage, the candidate can inform the public about his political position, his solutions and his objectives. Therefore, a politician running for a second term has a major advantage over his competitor (Guu, 2006). Until now, the American space has the largest number of studies regarding the variables that influence the voting intention. Some of the variables tested are the appearance of the candidate, the attributes of the ideal candidate, the gender, the public exposure, the name familiarity and incumbency or the candidate name exposure. Richard R. Lau and David P. Redlawsk (2003) investigated if the voters choose the candidate they like or the candidate they agree with. The study illustrated that citizens are most likely to choose the candidate whose ideas and political program are closer to their needs and political beliefs rather than choosing a good looking candidate they didnt agreed with (Lau & Redlawsk, 2003). Anoth- er study (Trent et al., 2005) that tested the concept of the ideal candidate, shows that the views of individual members of the mass media regarding the ideal qualities of a presidential candidate does not differ significantly from those of voters. The two most important attrib- utes of the ideal candidate remained being honest and talking about the nations problems for both the media and the public. Nevertheless, there were noticeable party differences in rating these attributes. Republicans consistently rate moral values as more important than democrat respondents do. Astudy (Dolan, 2009) on the impact of the gender on evaluation of a candi- date, investigated if there is a gender affinity effect in American elections. The assumption of this study was that usual, female American voters tend to be the main source of support for female candidates. The results revealed that the party to which the candidate belongs plays a central role in public evaluations of women candidates. Women voters tend to feel closer to Democratic female candidates, but dont have the same affective feelings for 126 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 126 Republican female candidates. This is explained bay the fact that when women prefer a female Democratic candidate, they are pulled by two forces in the same time: candidate sex, and political party. However, in the case of a female Republican, women voters may experi- ence cross-pressure, with gender considerations taking them in the opposite direction from the political orientation of the candidate (Dolan, 2008: 10). In 2001, L. Althaus, P.F. Nardul- li and D.R. Shaw focused on candidate appearances in counties, media markets, and states in American general elections since 1972 to 2000. The study accomplished that presidential candidate appearances increased in number and in geographic scope over time (Althaus et al., 2001). The public appearances are numerous in areas with large population. Most eligi- ble voters live in media markets that receive at least one visit from a presidential candidate, and the percentage of eligible voters exposed to intense personal campaigning has been on the rise. Although candidate appearances are targeted at electoral competitive states, candi- dates tend to visit states that consistently vote for the opposite partys candidates, and the allocation of candidate visits to electoral competitive states has remained stable over time. Name familiarity and reputation were analyzed in a research carried out by Alan I. Abramowitz (1975). He tested the name familiarity of the candidate hypothesis, assuming that this is the best known explanation for the incumbency effect in congressional elections; however, he didnt find enough support for this assumption. Thus, he turned to an alternative explanation: the reputation hypothesis. This other hypothesis states that the incumbency effect is a function of an incumbents reputation among the voters in his constituency. Abramowitzs second hypothesis was supported by the evidence from a survey made in Lane County, Oregon. Miller and Krosnick (1998) studied if voters may be influenced by the order in which candidates names appears on the ballot. The results of his research indicated that the structure of the ballot influences the voters especially when citizens dont have enough information or clear preferences. Other three American researchers, Schaffner, Wandersman & Stang (1981), revealed the impact of candidate name exposure in electoral campaigns in two studies. In their first study, they found support for the supposition that the level of name exposure on campaign posters significantly increase the number of votes received. In the second study, the results showed that the exposure of one candidate name significantly improved the way citizens perceive his electoral performance. After reviewing these researches, a question still remains unsolved: how do voters come to a decision if they have to choose between a candidate with a common name and a candidate with an uncommon name? A short analysis over the Romanian Parliament, since 1990 until 2010, shows that citizens voted politicians with uncommon names as well as politicians with common names to represent them in the Senate or in the Chamber of Deputies. However, this may be the result of the fact that a long period of time Romanian voters had to choose lists of candidates. The introduction, in 2008, of the uninominal voting system increased the personalization of par- liamentary elections, this is why every aspect of a candidates image became important, even his name. At this point, it is important to comprehend the framework of the Romanian anthropono- my. It should be noted that the Romanian anthroponomical system is available from the ancient times until today because it is the logical product of how people have seen the natural relations between them in terms of continuity through ancestry. Regional differences do not alter the unity of Romanian anthroponomy because the fund is the same in all regions of the Romanian coun- ties. In addition, due to migration flows in different historical periods, the names have migrated with people. In other words, the regional differences were erased. Media, Public Opinion, Political Actors 127 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 127 Another aspect that should be taken into consideration is the fact that ordinary people sometimes want to change their names because they sound too trivial for them. The aim is to achieve long term social effects (Constantinescu, 1963). This phenomenon is very widespread today. Women are looking for very sophisticated and unusual names for their children to replace the common ones. Some people think that they could change their condition by changing their names. Apeculiarity of the Carpatho-Danubian space is the fact that a part of the Romanian population has Roman names. The phenomenon can be interpreted as a polit- ical frame, a national mission to preserve the Latin origin when people feel their identity and their culture threatened. In Transylvania, for example, that was cohabitated by important com- munities of Germans and Hungarians, Romanians, who were the majority population, tried to conserve their identity and culture by reminding the others their origin by using Latin names. Over the river Prut, in the Republic of Moldavia, there is a mixture of names which reflects pretty clearly the influence of the past epochs. These names were preserved by tradi- tion and they have been transmitted from generation to generation. According to Maria Coniceanu (1991), all the name categories which appear heterogeneous have a common pool: the Greek-Slav and the Latin-Roman. An innovation compared to the traditional names, in the contemporary period, is the emergence of some names of nonreligious or pedantic origin, which are wide spread nowadays. 2. Methodology There are no previous studies in Romania that investigate the positive or negative influ- ence of the name of a candidate on the vote intention. Therefore, this experiment is a first step in a pursuit to find out weather a candidate with an uncommon name but with an appro- priate political program has lower chances to be voted than a candidate with a common name, but with an inappropriate political program. With this object, three hypotheses were tested: If a candidate has an uncommon name, the voting intention will be influenced nega- tively; If a candidate has an uncommon name with a negative connotation in a different language in this study Russian that the voter is familiar with, the voting intention will be influenced negatively; If a candidate has an appropriate political program, which is focused on the needs of the voters, he has more chances to win the elections. In order to test the hypotheses above, the experiment method was used during the 27th of April to the 2nd of May 2010 in six Romanian Universities: The National School of Political Studies and Public Administration, The Romanian-American University and The Academy of Economic Studies from Bucharest, The University Al. I. Cuza and The Technical Uni- versity Gh. Asachi of Iai and The University Dunrea de Jos from Galai, on groups of 14 students each. Furthermore, there was a group of 14 students from The Republic of Mol- davia, who are studying at The University Al. I. Cuza and The Technical University Gh. Asachi in Iasi. The experiment design was an adapted version of Lau and Redlawsks experiment (2006) regarding the influence of the candidate appearance on voters choice, and included three tasks for the participants. First of all, they had to answer a short political attitudes questionnaire about political knowledge, interests, and political involvement, in order to establish if they are 128 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 128 interested in politics, if they go to vote and to see if they are part of a political party. Secondly, the participants at the experiment were told that a certain Romanian political party (the name of the party wasnt specified because the ideology and the party affiliation werent variables in this experiment) is preparing the candidates for the 2012 parliamentary elections and wants to find out which candidates are more suitable to enter the electoral campaign. Therefore, the par- ticipants were asked to carefully read two lists of 10 candidates each, List Aand List B, in order to choose the list of candidates most suitable to participate in the 2012 Romanian parliamentary elections, in different circumscriptions. List Ahad three candidates with common names, and seven candidates with uncommon names. In List B there were seven candidates with common names and three candidates with uncommon names. In order to establish which names were common and which names were uncommon, a pretest was made on a separate group of 10 sub- jects, college students from the National School of Political Studies and Public Administration. Moreover, the two lists included a candidate with an uncommon name, which had a negative meaning in Russian. Enclosed to each list, there was a political program. List Ahad an appro- priate political program, focused on the needs of Romanian voters, especially young voters, while List B had an inappropriate political program. After choosing a list with the best candi- dates to represent them in the Parliament, the subjects were asked to rank the candidates in the chosen list considering the chances they had to be voted in the uninominal elections. Thirdly, the experiment, that lasted approximately 20 minutes, was followed by a series of face to face interviews in which the participants were asked about the motivation and difficulty of their choice. After the interview, the subjects were dismissed. The results of the interview were com- pared with the results of the political attitudes questionnaire and the results of the experiment in order to observe if there were major changes of attitudes and to see if there were certain partic- ularities in the participants choice. 3. Data Presentation and Analisys Two variables were taken into consideration in the analysis of the results of this experi- ment: the participants gender (masculine or feminine) and the studying profile of the partic- ipants (exact sciences or social sciences). Also, the results obtained among the sample group of students from The Republic of Moldavia were compared to the results gathered from the Romanian students to see if there are differences or similarities between them. The results show that the candidates name didnt play a decisive role in choosing between the two lists of candidates. Subjects attention was focused on the political program, because, as they said when being asked, the name doesnt have an effect on their lives but the politicians actions do. Among all the participants at the experiment 92.8% of the male par- ticipants and 82.14% of the female participants said the political program played a very important role in their choice. The main aspects that the respondents took into consideration in choosing the best political program and the most suitable list of candidates were the coher- ence, the ampleness and the concordance of the political program to their needs. Both female (100%) and male (92.8%) participants were more convinced by the candidates with uncom- mon names. There was only one male respondent who preferred the list of candidates with common names, but the reason for this fact was that he felt closer to the political program of the chosen candidates. Media, Public Opinion, Political Actors 129 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 129 The participants considered that the candidates with uncommon names have more chances to be voted because they have a political program focused on their needs. The male respondents who decided on the list of candidates with uncommon names are 78.57% con- vinced that the candidates chosen are going to be voted, and 64.28% female respondents think the same way. Apercentage of 71.42% male participants that said the political program played an important role on their option rated their choice as being easy and very easy. The same trend is preserved among female respondents, 67.85% considering the choice as being easy. However, results show that female participants were less confident in the chances of the candidates with uncommon names to receive votes. The reason is that they took into con- sideration the fact that these candidates need to be popular in order to have big chances to receive votes. The results also suggest that the name of the candidates was more important for female participants because they thought the name reveals the personality of the candi- date, and if he can be trusted or not, as shown in the post-experiment interview. The participants that rated the option between the two lists of candidates as being diffi- cult were persons who paid small attention to politics, and didnt used to search information about politics, persons who considered that candidates with uncommon names have the same chances to be voted as candidates with common names, or persons who considered the name of the candidate as being important because it reflects the personality of the candidate. Nev- ertheless, there were only two cases of respondents from a sample group of 42 Romanian students, who considered the name as being important. The rest of the respondents consid- ered that the candidates name doesnt influence his performance as a politician. Both students in exact sciences and students in social sciences prefer the candidates with uncommon names, considering they are more prepared to represent their interest in the Parlia- ment. Yet, the confidence of students in social sciences in the chances of candidates with uncommon names to be voted is smaller than the confidence shown by the students in exact sciences. Among them, 63.33% students in social sciences consider that candidates with uncommon names have more chances to receive votes, while 70.96% of the students in exact sciences believe the same way. Also, 83.37% of the participants in exact sciences rated the choice as being easy and very easy, while 63.63% of the participants in social sciences rated their choice as being easy and very easy. These results show that students in social sciences are skeptical about the chances of candidates with uncommon names to receive votes, espe- cially those studying political sciences. This is the result of the fact that students in social sci- ences use more sources of information and believe they have a better understanding of politics than their colleagues in exact sciences, who would rather consider politics as being an easy game. Nevertheless, the fact that they study social sciences, and are closer to theories about politics and society, they tend to be more politically involved than students in exact sciences. It should be mentioned that there were also 14.28% participants who stated they never go to vote, but they dont consider the name as being important. However, they declared that the political program is important, if the politicians respected the promises enunciated in their program. In other words, the reason they do not go to vote is the fact that they are disappoint- ed by politicians, but if they went to vote one day, the name would not be important. Avery important aspect revealed by the results of this experiment is that even though par- ticipants who selected candidates with uncommon names said that the name of the candidate wasnt important, when asked to rank the candidates, they placed on the first positions the can- 130 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 130 didates with common names. A percentage of 72.19% Romanian students who selected the candidates with uncommon names did the same. Despite the fact that, in statements, they said the name isnt important, when they didnt had any other criteria to differentiate the candidates, the participants preferred the candidates with a common name. In other words, they leaned to find rational reasons for their actions, based on their needs and on self-interest calculations (Lau & Redlawsk, 2006: 10). Also, the participants didnt state that the name of the candidate is important because they wanted to be seen as rational human beings who vote by their reason. The results are alike among the students from The Republic of Moldavia, where 85.71% of the participants decided on candidates with uncommon names, while 14.28% of the sub- jects selected the candidates with common names. The central criterion that set apart the two lists of candidates was also the political program. Considering this aspect, the choice between the two lists was rated by 71.42% of the participants as being easy and very easy. When asked to rank the candidates in the chosen list considering the chances every candidate has to be voted, 62.28% Moldavian students placed on the first positions candidates with common names, revealing the fact that the name is important. The results show that between the two groups, from Romania and from Republic of Moldavia, there are more similarities than differences. One difference revealed a special trend among this group of students: 42.85% of Moldavian participants placed Russian names on the first positions of the hierar- chy, despite the fact that these names had a negative meaning and they are not considered as being common. This fact is caused by the familiarity of the Russian names for the Moldavian students. In other words, the candidates name was important for them because of their famil- iarity. In this case, their decision was influenced by early-learned social identifications, as Lau and Redlwask (2006) observe. Overall, the results of the experiment show that the participants are interested in political problems and had the custom to search for information on this matter. Television and Inter- net are the favorite sources of information regarding political aspects. An explanation could be that an important part of the students are living in a university campus where Internet or online television is their main source of information. In addition, the greater part of the par- ticipants admitted they have an average understanding of political problems. This fact con- tradicts the common belief that youth dont usually search for information about politics. Moreover, the participants were more influenced by the political program than they were influenced by the name of the candidates. Therefore, the first hypothesis was invalidated. By statement, the name of the candidates didnt ponder very much in the participants choice. However, when asked to rank the candidates in the chosen list considering the chances they have to receive votes, the subjects placed on the first positions the candidates with a common name. These findings show that when voters dont know any other information that could help them differentiate the candidates, the name becomes the key aspect on which they establish their choice. The addition of the political program as a clear distinguishing variable helped the participants to better understand the objectives of the candidates of which they have to choose. The central role played by the political program on participants choice con- firmed the third hypothesis. The respondents were more interested in selecting a list of can- didates who are capable to represent their interests in the Parliament. The decision is one based on rational criteria, while when the subjects didnt have any information on the candi- date than their names, the choice was based on emotional criteria, or early-learned social Media, Public Opinion, Political Actors 131 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 131 identifications. The motivation given by those who considered the name as being important in their choice was that they believed the name is part of the personality of the candidate. This wasnt a general trend because there were also subjects who refused to rank the candi- dates without having any information to differentiate them. Nevertheless, the number of those who refused to rank the candidates, two participants of the whole sample group, isnt relevant for the dimension of this study. The second hypothesis was partly validated, considering that, when asked to rank the candidates in the chosen list, almost a half of the participants from The Republic of Mol- davia placed on the first positions the candidates with Russian names, despite their negative meaning. This trend observed among Moldavian students contradicts the general inclination of the Romanian subjects to place the candidates with an uncommon name on the last posi- tions of the hierarchy. This is the result of the fact that the Russian names have a closer reso- nance to Moldavian names. The familiarity of these names determined the students from The Republic of Moldavia to identify themselves with the candidates. The particularity found in the group from the Republic of Moldavia reveals another aspect that should be taken into consideration: the cultural background of the participants. This shows that participants who live in another community where uncommon names are wide spread think that uncommon names are, in fact, common ones, due to habit. It is the same case for participants who live in small towns, or regions where a comic or unusual name is very popular. These participants dont see anything uncommon in such names and their choice isnt be influenced by this aspect. This is a very important feature that this study has revealed; therefore the cultural background is a variable that should be further tested in other name related experiments. The interviews that followed the experiment, allowed a deepen investigation of the par- ticipants choice and the reasons for which they would go to vote. The majority of the partic- ipants who declared in the political attitudes questionnaire that they are interested in politics said that they are looking forward for a big change in society. They are optimistic and hope in a better future, believing that their vote is important. Moreover, they stated that indiffer- ence is not a solution for the crisis which is affecting the society they live in. In these circum- stances, the name of the candidate doesnt matter, but the actions of the politicians do. 4. Conclusions The results of this experiment are unexpected and open the path for new deepen studies regarding the aspects influencing the vote intention in Romanian elections. The name of the candidates was far from being the key aspect on which subjects based their choice. The majority of the participants took into consideration the political program rather than the unusual or comic name of the candidate because they said that this aspect does not affect them, but the political program could have direct effects on their life. In this case, they made a rational decision based on the resolution found in the political program of the candidates, because they are more interested in seeing result that could alter their lives for the better and the society they live in. There were also participants that stated they never go to vote, but who didnt consider that the name of the candidate plays an important role in the electoral process. The reason they dont vote is the fact that they are disappointed by the politicians 132 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 132 who never keep their promises. Although, if they went to vote, they would choose the candi- date that better represents their interest, without taking into consideration his name. Results show that female participants and students in social sciences are reserved in what concerns the chances of the chosen candidates to receive votes. Even though female partici- pants didnt admit the name was important for them, they stated that the name could repre- sent the personality of a candidate, or shows if a candidate can be trusted or not. They also consider that it is difficult for a candidate who is not very popular to receive votes. This is also the case of candidates with uncommon names, who can be misjudged by voters because of their names. In the case of social sciences students, the reason for their skepticism is the fact that they use more sources of information and they have a better understanding of poli- tics. They believe that winning an election requires more resources than a political program and there are other aspects to take into consideration in the electoral campaign, such as the personality of the candidate, his actions, the way he responds to the attacks of other candi- dates etc. Even if the participants talked about the lack of importance of the name, they pre- ferred common names when asked to rank the candidates. It can be noticed that this trend is available for all the participants excepting an important part of the Moldavian students who perceive themselves as being different and they would vote the candidates they can identify with. The results of this experiment revealed some hypothesis to be tested in further studies. Voters would support politicians who are similar to them, or politicians who better respond to their needs. Another hypothesis is that young Romanian voters with tertiary education are rather rational in making political choices. However, in a real electoral campaign the number of variables rises considerably, show- ing the first limit of this experiment. In a different situation, with more variables to be taken into consideration, the results may be different. Although, this study allows a more focused view over the influence of a candidates name on the voting intention, by isolating two vari- ables: the name of the candidate and the political program. Another limit of this study con- sists in the fact that the participants at the experiment are all college students. However, stu- dents represent the future electoral base of Romania; this is why this study can be considered a first step in finding what influences the voting intention of Romanian electorate. For the experiment to be more representative it would be also necessary to include a sample group of students from Transylvania. In the future, the experiment grill will be extended, and other variables will be added. The appearance and the candidates profile and also the cultural background of the participants are some of the variables that will be tested in association with the name of the candidate. One of the positive aspects that were revealed by this experiment is the fact that young people from Romania vote and are interested in political aspects. The importance given by the participants to the political program of the candidates is an indicator of the fact that politicians should pay more attention to the dissemination of their electoral proposition. Nevertheless, the promises made in the electoral campaign must be respected, otherwise the candidate looses credibility. In Romania, the governmental party did not win more than two successive elections and this fact may indicate that citizens are not easy to trick and they will not support a politician who never accomplishes his promises. The students that participated in this experiment showed they vote on rational criteria this is why politicians should think twice when they want to promise something that they are not able to accomplish. Media, Public Opinion, Political Actors 133 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 133 134 Globalization and Changing Patterns in the Public Sphere References 1. Abramowitz, A. I. (1975). Name Familiarity, Reputation, and the Incumbent Effect in Congression- al Elections, The Western Political Quarterly, 28 (4), 668-684. 2. Althaus, S. L., Nardulli, P. F., Shaw, D. R. (2001) Candidate Appearances in Presidential Elections 1972-2000, Campaign Studies 2000: Lessons Learned Conference, Santa Barbara, CA. 3. Constantinescu, N. A. (1963) Dicionar onomastic romnesc, Bucureti: Ed. Academiei Populare Romne. 4. Dolan, K. (2008). Is There a Gender Affinity Effect In American Politics? Information, Affect and Candidate sex in U.S. House Elections, Political Research Quarterly, 61(1), 79-89. 5. Guu, D. (2006). Rzboiul din Irak i rzboiul de acas. O campanie prezidenial american, Bucureti: Comunicare.ro. 6. Lau, R. R., Redlawsk, D. P. (2003). Do Voters Want Candidates They Like or Candidates They Agree With? Affect vs. Cognition in Voter Decision Making, Paper prepared for delivery at the annual meeting of the Midwest Political Science Association, Chicago. 7. Lau, R. R., Redlawsk, D. P. (2006). How Voters decide: Information Processing during Election Cam- paigns, Cambridge: Cambridge University Press. 8. Miller, J. M., Krosnick, J. A. (1998). The impact of candidate name order on election outcome, Public Opinion Quarterly, 62(3), 291-330. 9. Schaffner, P. E., Wandersman, A., Stang, D. (1981). Candidate Name Exposure and Voting: Two Field Studies, Basic and Applied Social Psychology, 2 (3), 195-203. 10. Trent, J. S., Short-Thompson, C., Mongeau, P. A., Metzler, M. S., Trent, J.D. (2005). The Idealized Presidential Candidate: AVision Over Time, American Behavioral Scientist, 49, 130. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 134 The Released Image of Political Actors Taking Part in the Romanian Electoral Process in 2008 and 2009 Bogdan-Alexandru HALIC* National School of Political Studies and Public Administration, Bucharest, Romania Ion CHICIUDEAN National School of Political Studies and Public Administration, Bucharest, Romania Corina BUZOIANU National School of Political Studies and Public Administration, Bucharest, Romania Monica BR National School of Political Studies and Public Administration, Bucharest, Romania Abstract: This paper aims to identify the structure of the candidates released image in 2008 parliamen- tary elections and 2009 presidential elections. Although the image parameters and levels are different from one candidate to another and from one electoral process to another, our analysis points out the common structural elements. In this way we can identify the imagological levels that are the closest to the audiences expectations. Also, our research underlines the key role that media plays in developing the public image of the political actors. Nevertheless, media has an important role in shaping audience expectations. Our methodology was developed in the Image Management Methodology Special Seminar from the Faculty of Communication and Public Relations. The raw data has been collected by monitoring the daily newspapers in 2008 and 2009, mainly the ones with the highest market share. Keywords: social image, political actor, elections, media, image analysis * Contact: bogdan.halic@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 135 The paper presents the results of the study conducted by the researchers from the Image Management Methodology Special Seminar 1 during the academic years of 2008-2009 2 and 2009-2010 3 . Our research purpose is to investigate the released image of political actors taking part in the electoral process. We consider that the released image is obtained through the analy- sis of information on the subject of the investigation produced by other sources (B.-A. Halic, I. Chiciudean, 2004, p. 19). Therefore, we analyzed the candidates image released by the media during the 2008 parliamentary elections and the 2009 presidential elections. The analysis rep- resents a continuation of research that begun in the year 2008 (B.-A. Halic, I. Chiciudean, C. Buzoianu, 2009) and that was meant to inquire whether there were common or similar structur- al elements between the image released by the media of candidates in the parliamentary elec- tions in 2008 and of candidates in the presidential elections in 2009. We departed from the premise that the desirable image is built depending upon the medias willingness to report on certain aspects rather than upon functional and image dimensions. Therefore the working hypothesis to validate was that if there are similarities in the structure of the released image, then they are aimed particularly at those areas of the image that are accessible to the target audience and that hold interest for them. The raw data used in this research was obtained by monitoring three important daily jour- nals: Adevrul, Evenimentul Zilei and Jurnalul Naional. The three of them were cho- sen because, according to market studies, during the period taken into consideration they held the greatest share of the market. For the candidates to the parliamentary elections of 2008 the three journals were monitored between January 1 st , 2008 and the 31 st of October 2008, and for candidates to the presidential elections of 2009 the monitoring period was from the 1 st of January 2009 to the 30 th of November 2009. Due to space limitations, in the current paper we will only be discussing those elements that are relevant to the structure of the candidates image during the elections, without there- fore making a larger exposition of the research results. Thus we cannot enter into the details of the structural elements of the image of each individual candidate and neither will we be interpreting the image profiles obtained through journals monitoring. 1. Analytic Methodology The research was based on the methodology developed by authors in the Image Manage- ment Methodology Special Seminar which allows us to investigate the dynamics of social images in the Romanian political space. In analyzing the released image of the candidates, we 136 Globalization and Changing Patterns in the Public Sphere 1 Image Management Methodology Special Seminar is a research center at the Faculty of Communication and Public Relations, National School of Political Studies and Public Administration, Bucharest, Romania. 2 The research on the released image of candidates in the parliamentary elections of 2008 was aided by the following students: Irina Balt, Adriana Bltreu, Oana-Raluca Brtil, Diana Blasciuc, Raluca Costil, Radu Delicote, Alina-Maria Enescu, Ancua Frncu, Oana Grigore, Alina-Florina Ionescu, Ana-Georgiana Minea, Adina Radu, Daiana Rdulescu, Alexandru Tunaru, Ana-Maria Trandaburu i Roxana Zegrean. 3 The research on the released image of candidates in the parliamentary elections of 2008 was aided by the following students: Adelina Dumitrescu, Delia Apintei i Valentin Busuioc. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 136 begun with establishing a set of functional and image characteristics based on which the polit- ical actors image can have a positive perception in Romanian society. These functional and image levels articulate the image indicators system and represent, in our opinion, the scheme of category for an image analysis. So, the image indicators system outlines the criteria for the candidates positive image. We developed this methodology considering the image that poli- tical actors should have and considering the media interest to transmit certain messages. The system was built to match our research needs and was structured along six image indicators and forty-two image sub-indicators: Attributions Fulfillment 4 , Political Dimen- sion 5 , Professional Dimension 6 , Public Dimension 7 , International Political Actor 8 and Human Dimension 9 . The media monitoring had its counting unit referenced to the image sub-indicators. The raw results obtained after the media monitoring were processed in order to obtain the calcu- lated values necessary for building image profiles and also in order to highlight image index- es. When interpreting the obtained data, we operated both with the resulting values, calculat- ed through processing the data from the monitored sources, and with a set of hierarchical indexes of the image areas, which aided us in the comparative analysis. 2. Context The analyses that had taken place during the 2008-2009 and 2009-2010 academic years allowed us to interpret data on sixteen candidates to the parliamentary elections in 2008 and the foremost three candidates to the presidential elections in 2009. The in-depth analysis of the candidates released image highlighted some image and structural elements characteris- tic to the Romanian electoral process. During the 2008 campaign the three sources were monitored for references to Crin Antonescu, Marko Bela, Vasile Blaga, Cristian Diaconescu, Media, Public Opinion, Political Actors 137 4 The Attributions Fulfilment indicator contains the following sub-indicators: transparency in office, optimal performance of functional duties, no abuse of political power and efficient crisis management. 5 The Political Dimension indicator was broken down into the following sub-indicators: promotes party interests, good working relationship with other members of their party, good working relationship with other members of other parties, good speaker, adept at having an argument based debate, viable legislative initiatives, viable political offer, political consistency. 6 The Professional Dimension indicator contains the following sub-indicators: significant leadership position experience, significant experience in holding a public office, significant experience in working with people, good team-work and good decision-making abilities. 7 The Public Dimension indicator contains the following sub-indicators: good relationship with civil society, publicly expresses the party position on any current political issue, takes part in cultural events, takes part in charity events, takes part in public social events and good relationship with the church. 8 The International Political Actor indicator contains the following sub-indicators: promotes the nation- al interest, good relationship with the European Union, good relationship with the NATO, a good relation- ship with neighbouring countries, supports the fight against terrorism and good representative of the coun- try abroad. 9 The Human Dimension indicator was divided into the following sub-indicators: intelligence, honesty, modesty, irreproachable ethics, good Christian, good family man or woman, credible, decisive, close to the people, polite, generous. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 137 138 Globalization and Changing Patterns in the Public Sphere Mircea Geoan, Adrian Nstase, Sergiu Nicolaescu, Eugen Nicolescu, Bogdan Olteanu, Clin Popescu Triceanu, Raluca Turcan, Elena Udrea, Corneliu Vadim Tudor, Dan Voiculescu, Gheorghe Becali and Varujan Vosganian. If we were to analyze the political actors according to their parties we might say that the National Liberal Party (Crin Antones- cu, Eugen Nicolescu, Bogdan Olteanu, Clin Popescu Triceanu, Varujan Vosganian) sur- vived a very difficult period, as it represented the minority government before the elections, the Democratic-Liberal Party (Vasile Blaga, Raluca Turcan, Elena Udrea) took the advan- tage of being in opposition and succeeded to obtain its highest electoral score and the Social Democrat Party (Cristian Diaconescu, Mircea Geoan, Adrian Nstase, Sergiu Nicolaescu) was the major loser of the elections 10 . During the 2009 presidential elections the analyzed candidates were Traian Bsescu, Mircea Geoan and Crin Antonescu. Traian Bsescu won the presidential campaign after he confronted Mircea Geoan in the second electoral term. We must mention that the 2008 parliamentary elections showed the highest absenteeism rate in Romania after 1990. Although we encounter a reduced civil participation in electoral terms in other European Union countries in 2008, we must consider some particular ele- ments for the Romanian case. First, the 2008 parliamentary elections brought for the first time the uninominal vote 11 , which strengthened the local political leaders power and weak- ened the national political leaders. (B. Teodorescu, D. Sultnescu, 2009, p. 118). Second, the public opinion barometers 12 indicate a major discontent of citizens towards politicians and a strong lack of interest for political matters. Instead, citizens seem sensitive to emotional aspects regarding candidates and political actors. 2008 and 2009 analyze of electoral campaign revealed a certain gap between the political discourse and the civic one. Obviously, this had an important influence on the behaviour of the citizen. The lack of a credible and relevant electoral discourse, focused on real social problems, made the electors who didnt lose total interest in the campaign to be interested more in emotional themes, which led to an irrational vote. (Ghe. Teodorescu, 2009, p. 183). Obviously, each individual social actor has a particular image structure, depending upon the image profile path, the career specific elements and previously held public offices. In the current paper we are not concerned with these aspects, seeing as we tried to use the research results to highlight the interest the media had in each image area. Hence, we resorted to using a generic structure. 10 According to the dates provided by the Central Electoral Office at http://www.becparlamen- tare2008.ro/. 11 In Romania, the electoral system was changed from a simple party-list proportional representation into a uninominal voting system, through a law, adopted by the Inferior Chamber of Parliament, in March 2008. 12 Standard Euro-barometer, National report Romania, Spring 2008, pp. 31-33, http://ec.- europa.eu/public_opinion/archives/eb/eb69/eb69_ro_nat.pdf. Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 138 3. Data Interpretation The data reveals that the political actors who have a positive visibility of the Human Dimension indicator manage to obtain a positive character of the released image. Moreover, the media interest in the image area of the Human Dimension is by far the main common element between the images of political actors running in the 2008 and 2009 elections. Our analysis shows that the released image of political actor that won the presidential elections wasnt focused on the Political Dimension. This also the case for some parliamentary candidates, although they held high positions in their party, and they supposedly had the opportunities and the means to enforce their image regarding this dimension. This is also the case for Attributions Fulfilment, who loses visibility in favour to Professional Dimension. But, nevertheless, certain particularities must be considered further as we deal with two different type of election. For candidates to the 2008 parliamentary elections, the analysis of the hierarchical weighted distribution indicated a major mass-media interest in the Human and Political Dimension areas. (Figure 1) Figure 1. Image indicators visibility. The mass-communication media were less interested in the Public and Professional Dimension indicators, these taking the fourth and fifth place in the interest hierarchy. On the third place is the Attributions Fulfilment indicator, and the sixth place is taken by the Inter- national Political Actor image indicator. Instead, we see that the 2009 presidential election candidates released images profile is structured particularly around the Professional (26.48%), Human (22.98%) and Political (22.18%) dimensions, whereas the lowest visibili- ty is registered at the level of the International Political Actor indicator (1.86%). One of the most interesting cases was that of the released image of Traian Bsescu (Figure 2), the then current president who was running for a second term, which he won. In his case Media, Public Opinion, Political Actors 139 Conferinta_Globalization_Changing.qxd 11/4/2010 11:39 AM Page 139 we noted that the weighted hierarchical distribution indicated a major mass-media interest in the Professional Dimension indicator to the detriment of the Attributions Fulfilment indicator, which has a far lower visibility, at 13.35%. If the lack of visibility of the Political Dimension indicator can be explained away as it comes in direct conflict with the constitutional duties of a president, the same cannot be said about the Attributions Fulfilment indicator. The reduced visibility of the indicator that describes the performance of presidential office, when correlat- ed with the primarily positive image of Traian Bsescu, as it emerged from the analysis of the monitored data, makes obvious the tendency to structure the image on levels that are not nec- essarily connected to the satisfactory performance of the duties of the political mandate the candidate was seeking to renew. The emotional dimension of the presidential candidates image is revealed by the important visibility of his Human Dimension. Mass media were very much interested in this level as it describes the elements that are so close to the public. Figure 2. Image dimensions for Traian Bsescu, presidential candidate. If we consider the 2008 parliamentary elections candidates visibility we observe that only in the case of two political actors have the mass-media been interested in the Attribu- tions Fulfilment dimension. It is worth remembering that the two are former cabinet mem- bers: Clin Popescu Triceanu, the former prime-minister and Eugen Nicolescu, the former health minister. For the two, the Attributions Fulfilment indicator had a visibility of 31.46% and 58,11% of total references respectively (Figure 3). As mentioned, Clin Popescu Triceanu and Eugen Nicolescu are members of the National Liberal Party, who managed to survive very difficult governance, but didnt reach the 2004 electoral level 13 . 140 Globalization and Changing Patterns in the Public Sphere 13 National Liberal Party (at that time in an electoral alliance with the Democratic-Liberal Party) had a quota of 31,6% out of the population vote, meanwhile at the 2008 elections (this time without their allies) they managed to achieve only a quota of 18,6%. (http://www.becparlamentare2008.ro/rezul/anexa8abun.- pdf) Nevertheless, before creating the 2004 electoral coalition, the National Liberal Party was credited with a higher percentage of vote intentions, than their coalition partners. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 140 Figure 3. Image indicator Attributions Fulfillment for Traian Bsescu, Clin Popescu Triceanu and Eugen Nicolescu. Other than for the aforementioned exceptions, for the majority of candidates the released image is structured along the Human and Political Dimensions. In addition, our research revealed similarities in the image structure among candidates of the same political party, which clearly suggests that the mass-media interest is focused on specific functional levels depending on party affiliation. When grouping the analyzed political actors by their party affiliation a series of interest- ing points of contention come forth. The first one being that the released image of the three candidates from the Democratic-Liberal Party (PD-L) is structured nearly identically, the most visible image indicators being the Political and Human Dimensions. This type of released image structure makes these three the favourites within the monitored sources, see- ing as they address in equal measure rational voters thus the dominance of the Political Dimension and emotional voters thus the second place taken by the Human Dimension in the image structure. We must underline that only in this case can we observe a similar distri- bution of interest on these particular image areas, areas which are in fact particularly relevant for the candidates of a party that was for that time in opposition. The Social Democrat Party (PSD) candidates benefited from a media presence built around the Human Dimension indicator, with the exception of Mircea Geoan whose image was focused on the Political Dimension (42.44% of total references). But, even in this case, the second position in the media interest hierarchy is taken up by the Human Dimension indi- cator (21.55% of total references). As Mircea Geoan lost the electoral competition in favour to Traian Bsescu, we can explain the importance that Human Dimension has in structuring the candidates image. Unlike Mircea Geoan (Human Dimension 21,55% of total refe- rences), Traian Bsescu won with the help of an important visibility on Human Dimension (35,35% of total references). An interesting distribution of references can be observed in the case of the National Libe- ral Party (PNL) candidates, for whom the interest hierarchy is equally distributed along the Media, Public Opinion, Political Actors 141 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 141 142 Globalization and Changing Patterns in the Public Sphere Attributions Fulfilment indicator and the Political and Human Dimensions. Nevertheless, there are significant differences between the released images of candidates. Thus, with the exception of the image constructed mainly around the Attributions Fulfilment indicator for Clin Popescu Triceanu and Eugen Nicolescu, whom we have mentioned above the released image of Crin Antonescu (41.82% of total references) and Bogdan Olteanu (27.75% of total references) are structured predominantly around the Political Dimension, whereas Varujan Vosganians released image is concentrated on its Human Dimension (43.59% of total references). This probably makes for the most nuanced approach taken by the press, which proves that in this case social actors were treated differently, depending on their indi- vidual merits. Special attention needs to be paid to the level of the International Political Actor indica- tor, which took the last place in the interest hierarchy during both the parliamentary and pres- idential elections. Not even Traian Bsescu, the current president at the time the analysis was conducted, has much visibility in this area (5.58%). If we keep in mind that these political actors are running for the position of president, which clearly has important responsibilities regarding Romanias foreign affairs, the small visibility of the above mentioned indicator should be surprising. The small amount of attention the media pays to this imagological level is not any less than that which the target audience pays to the international activities per- formed by political actors in general. This conclusion is also enforced by the lack of media interest in international activities during the parliamentary elections. It is nevertheless inter- esting that there is a greater amount of attention paid to the International Political Actor indicator during the parliamentary elections (2.40% of total references) than during the pres- idential ones (1.86% of total references). The only candidate to the presidential elections whose image was centred on the Political Dimension is Mircea Geoan (Figure 4). In the case of this candidate at the highest state function, the Political Dimension indicator was present in 66.57% of the total references. This is the only case where we can identify structural similarities at the level of the indicator that regards the political activity from among the candidates to the parliamentary and presi- dential elections. The other two candidates, Traian Bsescu and Crin Antonescu, have a released image concentrated on the Professional Dimension (42.84% of total references) and the Attributions Fulfilment (41.26% of total references) indicators. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 142 Figure 4. The image indicators visibility for Mircea Geoan, candidate in the presidential elections. Traian Bsescus released image brings forth another element which must be taken into consideration. The only imagological level where the character of the political actors image is slightly negative is the Attribution Fulfilment indicator, which is of major importance as during the monitored period Traian Bsescu was still exercising his office as president. Nev- ertheless, the image vulnerabilities in this area did not stop him from winning a second term. The victory can however be explained since this indicator was the least visible in the candi- dates image and even more so when we consider the structure of the targeted publics inter- est in state functions. The analysis of the monitored data presents an interesting facet of the released images emotional side. With no exception, during both of the electoral campaigns, within the struc- ture of each candidates campaign the Human Dimension takes an important role. The major importance of this indicator in the image of political actors is directly connected to the very character of their image. Thus, candidates to the parliamentary elections who do not have a significant positive visibility along the Human Dimension indicator generally have an image with only a slightly positive character or even a slightly negative one. This image indicators visibility and the consequences of its visibility for candidates image must be understood through the light of the increased targeted publics interest in emotional image areas. Correlating all of the abovementioned elements with the character of candidates image during the presidential elections reveals the fact that the released image has a highly positive character in the cases of Traian Bsescu and Crin Antonescu, the positive references reach 84.94% and 92.9% respectively, whereas for Mircea Geoan the image has only a slightly positive character at 56.33%. Media, Public Opinion, Political Actors 143 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 143 4. Conclusions The study of the released candidates images highlighted a series of structural imagolog- ical elements, but also opened up several further investigation areas. The first of our research conclusions is related to the emotional dimension of the political actors image, conclusion proved by the relationship between the positive visibility of the Human Dimension indicator and the mainly positive character of the released image. The media interest for Human Dimension dominates the image structure both for candidates in the parliamentary and pres- idential elections. As we deal with political actors we would expect a certain visibility on this level in order to have a relevant and positive image, but the data showed that the lack of vis- ibility regarding the political activity is not at all a disadvantage for their released image. A political actor can have a positive released image and win the elections without having an important visibility on the political level. Another element revealed by our analysis is the reduced relevance that the Attribution Fulfilment indicator holds in the structure of the released image. We can therefore conclude that those political actors who had a reduced visibility on the Attribution Fulfilment general- ly have a positive image. It seems that when political actors focus their campaigns on this aspect, and not on the Human Dimension, their image profile suffers. This conclusion is rein- forced by Traian Bsescus released image, which did not turn on the way he fulfilled his duties but rather on those imagological dimensions that were advantageous for the candidate and that hold interest for the targeted interest: the Human and Professional Dimensions. Thus our analysis confirmed the premise that the image that reaches the targeted public holds a great amount of importance, since it gives visibility to those themes and image dimensions that match the publics interests and expectations. The mass-medias interest in certain themes emphasizes a number of elements that can either help or hinder political actors, regardless of whether the political context is beneficial or not. Certainly this research area needs to be further investigated through an analysis of the way in which the fundamental imagological themes are structured for political actors at the level of the targeted public. If the Political Dimension and Attribution Fulfilment levels are structured in a similar way for candidates to the 2008 parliamentary elections and 2009 presidential elections, the Professional Dimension is far more visible in the image of those political actors who ran in the presidential elections, particularly so in the case of Traian Bsescu. However we must keep in mind that its very likely this particular political actor willingly redirected the medias interest towards other image levels, distracting attention from the Attribution Fulfil- ment and International Political Actor indicators. The latter dimension was very poorly rep- resented during the electoral campaigns, and the small amount of visibility can be explained by the lack of interest exhibited by the targeted audience in this topic, but also by the real lack of socially debated topics in this area. The fact that the International Political Actor indicator was more visible in the parliamentary elections than in the presidential elections also points to a lack of interest of the candidates in these issues. However, our research will need to be extended with a study that would reveal the real cause of the lack of visibility of certain themes: the targeted audiences lack of interest, a deficiency in background informa- tion, as well as the lack of competency exhibited by the political actors in this subject area. 144 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 144 Media, Public Opinion, Political Actors 145 As we mentioned in the introduction, we were considering the premise that the candi- dates desirable image is built depending on the mass medias willingness to report on certain events and topics, rather than on the imagological and functional levels which would be rel- evant to their duties while holding public office. Evidently, our research has revealed this point, highlighting the high importance of the Human Dimension as well as a particularly low interest in the Attribution Fulfilment indicator in those social actors who held public office during the monitored period. We can conclude that our initial hypothesis was validated since there are similarities in the released image of candidates to the parliamentary elections in 2008 and those of candi- dates in the presidential elections in 2009. These similarities are in the accessible imagolog- ical areas and in those areas that hold interest for the targeted audience. The candidates vis- ibility in specific areas is in fact not only the medias response to the publics limited areas of interest but also represents a testament to the political actors ability to model their self- image. Social interest loses its importance in public sphere due to citizens emotional reac- tions and to their incapacity in understanding what is in their best interest (A.O. Hirschman, 2004, p. 64). Therefore, the public concern for the human dimension should be analyzed considering the interpretation horizon and the reference system. Addendum: Concepts Used in the Current Paper (B. A. Halic, I. Chiciudean, 2004, passim) 1. The released image is obtained through the analysis of information on the subject of the investigation produced by other sources. 2. The interpretation of image profiles implies distinguishing general aspects, establishing the images character, identifying specific connections, highlighting vulnerabilities and establishing image related risks. 3. The image indicators system constitutes the category system with which the image analysis operates. 4. Image indicators are structure elements for the image they define, particularize and at the same time they allow us to measure it. 5. Image sub-indicators are those elements which compose the image indicator and which finally allow us to measure the social image. 6. Primary profiles represent, in principle, the image formed at the level of the monitored sources (how much and how the sources referred to the social actor). Therefore the cumulative profile highlights the struc- ture of the sources interest for the image areas, whereas the dichotomized profile highlights the weighted amount of positive and negative accounts in relation with each image area and the binary profile allows us to establish the character of the transmitted image through the monitored sources. 7. Weighted profiles present the structure of the image that reaches the target audience. 8. Image indexes represent the guiding values calculated for image areas image indicators and sub- indicators with a lower relevance than the values of the image profiles. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 145 146 Globalization and Changing Patterns in the Public Sphere References 1. Best, H., Wenninger, A. (eds.) (2010), Landmark 1989. Central and Eastern European Societies Twenty Years After the System Change, Berlin: Lit Verlag. 2. Br, M., Buzoianu, C (2009), Imaginea promovat de candidaii la alegerile parlamentare din anul 2008, Romanian Journal of Communication and Public Relations, 16, 275-277. 3. Chiciudean, I., Halic, B.-A. (2003), Imagologie. Imagologie istoric, Bucureti: Comunicare.ro. 4. Habermas, J. (1998), Sfera public i transformarea ei structural, Bucureti: Univers. 5. Halic, B.-A., Chiciudean, I (2004), Analiza imaginii organizaiilor, Bucureti: Comunicare.ro. 6. Halic, B.-A., Chiciudean, I., Buzoianu, C., Bira, M., Management of Social Reactions under Global- ization Conditions, at International Conference R&D Perspectives. Promoting Innovation through Educa- tion, Culture and Communication, November 6-7, 2009, Bucharest, Comunicare.ro, 153-163. 7. Halic, B.-A., Chiciudean, I., Buzoianu, C. (2009), The image promoted by the candidates to parlia- mentary elections in Delia Cristina Balaban, Ioan Hosu (eds.), PR Trend Society and Communication, Ger- many, Hochschulverlag Mittweida. 8. Hirschman, A. O. (2004), Pasiunile i interesele: argumente politice n favoarea capitalismului ante- rioare triumfului su, Bucureti: Humanitas. 9. Teodorescu, B., Sultnescu, D. (2009), O campanie electoral diferit, dar care nu schimb nimic, Journal of Communication and Public Relations, 15, 115-127. 10. Teodorescu, Ghe. (ed.) (2009), Alegeri 2008, Iai, Polirom. Daily newspapers 1. Adevrul, January, 1 st -October, 31 2008 collection. 2. Adevrul, January, 1 st -November, 30 2009 collection. 3. Evenimentul Zilei, January, 1 st -October, 31 2008 collection. 4. Evenimentul Zilei, January, 1 st -November, 30 2009 collection. 5. Jurnalul Naional, January, 1 st -October, 31 2008 collection. 6. Jurnalul Naional, January, 1 st -November, 30 2009 collection. Websites www.bec2004.ro/ www.becparlamentare2008.ro www.ec.europa.eu/public_opinion Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 146 Reconfigurations of the European Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 147 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 148 Does Europe Come to Save Us or to Scold Us? An Analysis of the Media Discourse on EU Funds Alina BRGOANU* National School of Political Studies and Public Administration, Bucharest, Romania Paul DOBRESCU National School of Political Studies and Public Administration, Bucharest, Romania Adina MARINCEA National School of Political Studies and Public Administration, Bucharest, Romania Abstract: The last Eurobarometer survey (August 2010) draws the attention of the European Commis- sion on the need to communicate with EU citizens. Amid the economic crisis, peoples confidence has decreased, while euro-skepticism has increased. Among other things, this shows that, in spite of the efforts undertaken by the Commission to improve efforts towards public communication, we still cannot speak of a European identity and, even less, of a European public sphere. Successive changes have been made during the 60 years of EU Communication, in attempt to bring Europe closer to Europeans and win their support for the Commissions policies. It is the purpose of this paper is to identify and briefly present these mile- stones in the evolution of what today we call EU Communication and analyse them in the context of a famous debate that has shaped the study of communication since its inception, that between Walter Lipp- mann and John Dewey. We will then present the results of a research on the coverage of EU policies in the online media from Romania against this theoretical background. Keywords: the transmission model, the ritualic model, EU communication, EU funds 1. Our Babel is not One of Tongues, but of Signs and Symbols Communication study was shaped by a famous dispute between Walter Lippmann and John Dewey regarding public opinion, the role of mass media in forming it and the entailed consequences on the functioning of democracy. Their widely different theoretical positions led to the crystallization of two fundamental models of communication the transmission and * Contact: alina.bargaoanu@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 149 the ritual one. In spite of the current sophistication of the theories and perspectives proposed by communication scholars, the theoretical lines drawn by each of them seem to reinforce any discussion about how communication can be conceptualized. Although both authors find a series of weaknesses inherent in democracy, they differ widely in terms of the solutions provided. Lippmann believes that democracy cannot work as a result of the involvement of a non-specialist public in decision-making: institutions, hav- ing failed to furnish themselves with instruments of knowledge, have become a bundle of problems which the population as a whole, reading the press as a whole, is supposed to solve (Lippmann, 1991: 177). Thus, Lippmann repels two fictions which he associates with democracy: the fiction that identifies the functioning of government with peoples will and that of the omnicompetent citizen. Since the public can only remain passive, outside the public problems (Lippmann, 1993), Lippmanns solution lies in granting responsibility to govern to a group of experts (Lippmann, 1993). John Dewey considers Lippmanns book the greatest indictment of democracy and argues that expert government is equivalent to oligarchy, thus undermining the very concept of democracy. Deweys solu- tion is fundamentally different from Lippmanns: educating the public, with the involvement of other stakeholders such as experts or media. Lippmann critically analyses the role of the media in transmitting information and forming public opinion. Medias fundamental role is to organize information for the society. But jour- nalists are subject to the same limitations as the rest of the citizens, and filter information through their own stereotypes. The press reflects a distorted image of truth and is far from being an accurate mirror of society. On the other hand, the inability of public institutions to build upon the instruments of knowledge and to pass on to the public an accurate picture of the public space has reinforced medias role as guardian of public opinion: The press, in other words, has come to be regarded as an organ of direct democracy, charged on a much wider scale, and from day to day, with the function often attributed to the initiative, referen- dum, and recall. The Court of Public Opinion, open day and night, is to lay down the law for everything all the time (Lippmann, 1991: 177). Therefore, media play a key role in shaping public perceptions, but, at the same time, they deepen the problems of public opinion by prop- agating a distorted and subjective picture of reality. Hence the solution proposed by Lipp- mann assigns the accountability of mediating the communication relationship between gov- ernment and citizens to experts and not to the media. According to him, it is only experts who are capable to objectively analyze facts and information, to transmit a true picture and provide the necessary means for creating a relevant public opinion. Public opinion is distorted by the subjective representations that people operate with and, therefore, if these representations could be accurate (mediated by experts), then an informed public opinion would be possible. The premises underlying Deweys study of public opinion are different. In his perspec- tive, public opinion is formed only through debate and does not necessarily depend on the degree of truth and accuracy of the information and representations. Therefore, his criticism of the press does not have to do with the fact that it does not reflect reality correctly, as in Lippmanns case, but that it fails to stimulate dialogue and public debate. While Lippmann considers communication a linear process of transmitting information from elites to citizens, Dewey has a fundamentally different perception. For him, communica- tion is essentially a sharing of experiences and an exchange of symbols. As direct experiences 150 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 150 become fewer and the possibility of direct knowledge of the world around us is increasingly smaller, the only solution is to appeal to the meanings of events and facts that build reality, meanings embodied in symbols and signs: events can not run from one person to another, but such meanings can move and can be shared through signs. Desires and impulses are then attached to common meanings. They are thus transformed into desires and purposes which, since they involve a shared, common, understanding, create new links, convert a concerted action into a community of interest and effort (Dewey, 1954:153). John Dewey is preoccupied by the profound changes occurring in post-industrial society, warning that it is not technology that underlies the current social problems, but the lack of appropriate symbols that are adequate to the new context, our Babel is not one of tongues, but of the signs and symbols without which shared experience is impossible (Dewey, 1954: 142). Only communication can convert the Great Society into a Great Community. Dewey thus provides the foundation for the ritual communication model which will be further developed by J.W. Carey, who highlights the fundamental difference between the transmis- sion and ritual model, in which communication is directed not towards the extension of messages in space but towards the maintenance of society in time; [it is] not the act of trans- mitting information, but the representation of shared beliefs (Carey, 1989: 18). 2. A Short History of EU Communication After EUs last enlargement in 2007, the challenges faced by the European Union became more visible, urging resolution. Topics such as European identity (viewed from the perspective of the national European cleavage), citizenship and common values have called into question the need for public communication. In the context of the perception gap between Brussels re- presentatives and EU citizens, the European Commission began to pay more attention to its communication strategy. Aseries of key moments underlies its progress and a review of these steps will help shape a broader picture of what we generically call EU Communication. At the beginning of what today represents the EU, related communication was perceived as solely aiming at disarming the opponents of integration (Kohnstamm apud Slys, 1996), and according to its strongest critics, it was a matter of mere propaganda. (Slys, 1996). The need of public support for the EU single market initiative led to a change in the communication strategy, which was premised on the attempt to seduce the public opinion. During the 90s the EC worked towards transforming the EU into a branded product and turning journalists and editors into enthusiastic supporters of the cause [...] As a result, the Commission multiplied events and infotainment campaigns on symbolic Community issues that could give it a positive image: a G7 meeting in Brussels on information motor- ways, conferences on the single currency, etc (Meillier, 2007: 9). However, changing the strategy proved largely ineffective. Citizens distrust in the EU was amplified by the accession of three Euro-skeptic countries in 1995: Austria, Finland and Swe- den. At the same time, the need for public support for important endeavors (such as the single currency) increased significantly. However, EU-related communication remained fragmented, and was perceived rather as an arguable obligation than a necessary strategy: At least between 1958 and 1999, being responsible for information was always a task that no commissioner Reconfigurations of the European Public Sphere 151 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 151 wanted. Almost invariably, this portfolio was attributed either to a commissioner from a small member state or to the second commissioner from a larger country (Smith, 2004: 8). Aradical change was initiated by Romano Prodi, who restructured the whole institutional framework of the communication policy. The former DG X and the spokespersons service were grouped into a new Directorate General: DG Press and Communication, which was placed under the direct authority of the EC president. In 2001, the Commission proposed a shift from what until then had been considered a communication strategy to a policy in itself, through its Communication Anew Framework on Cooperation on Activities concerning the Information and Communication Policy of the European Union. The document divides com- munication responsibilities between DG Press and Communication and Commission repre- sentatives of Member States (MS), responsible for passing on information from Brussels and maintaining relation with the national media. Hence, Member States became mediators of communication between the EU and European citizens, one of their priorities being to explain EU policies in order to obtain the support of public opinion (COM (2001) 354 final). In 2004, Margot Wallstrm became the first commissioner for communication. Ayear later, the first Barroso Commission launched the Action Plan to improve Communicating Europe by the Commission. The document identifies a number of issues, such as the fragmentation of communication, the exclusive focus on media and political elite and the lack of citizen-cen- tered communication and dialogue at the expense of the predominance of public campaigns. The EC now underlines the need to focus on listening and communicating with citizens, by increasing the role of experts in communication, and the financial allocation. The first Bar- roso Commission (2004 2009) thus emphasizes the importance of going local by listening better and explaining better. For this purpose, the Commissions Representations in the Mem- ber States are considered responsible for communicating the Commissions policies and actions to people in a way that takes into account their specific demands and concerns, and pro- vide the Government, national stakeholders and regional and local media with timely and rele- vant information about developments within the Commission (SEC (2005) 985, 10). Plan D for democracy, dialogue and debate (2005) proposes new measures for going local: communicating with the media, visits of Commissioners to Member States, consulta- tions with citizens or partnerships with other institutions. An important role is assigned to the Commission Representations in Member States: to organize regional events, specific infor- mation days (Europe Day) and to allow free access to the public regularly in their premises. The White Paper on a Communication Policy (COM (2006) 35 final) goes a step further than Plan D, aiming to create a European public sphere. The question of the existence of several national public spheres at the expense of a European public sphere is brought to the surface in this document. According to the Commission, this is due to the fragmentation and the lim- ited space provided by the national media for European issues. The main concern is thus to ensure national debate on EU-related topics. The responsibility of creating a European pub- lic sphere belongs to the European institutions, but, as the White Paper stresses, this cannot be achieved without a close collaboration with Member States, which are regarded as links for the information transmitted from Brussels to citizens through a decentralization process of communication. Communicating Europe in Partnership (CEP) (COM (2007) 569 final) reinforces the key role of MS in communicating EU policies to citizens and media and stim- ulating debate on European issues at national level. 152 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 152 3. EU Communication from the Perspective of the Transmission and Ritual Models In the first 50 years of EU Communication, the European Commission was primarily focused on a one-way, top-down communication (from the Commission towards citizens). After 2000, important efforts have been undertaken in order to integrate citizens feedback in the communication policy and to stimulate bidirectional communication. Still, the model underlying EU Communication remains focused on the transmission of information from Brussels to the Member States; messages are spread with the help of national and European media, the Commission Representations and national authorities. In spite of the repeated attempts of the EC to improve communication, a European iden- tity and, further more, a European public sphere, are concepts that remain largely remote. Furthermore, the EU seems to be faced with a rise of euro-skepticism. If we turn to the per- spective proposed by John Dewey, we can correlate this communication failure with the lack of symbolic communion at a European level. European institutions themselves acknowledge that the European public sphere is actually a sum or a gathering of national public spheres in which European issues fall far too rarely and fragmented on the public agenda of both media and citizens. Europe remains an abstract, distant, incomprehensible concept, that marketing strategies fail to bring closer to citizens. The model that underlies most of EU Communication as it is conceptualized now is the transmission one, while the ritual aspects of public communication are greatly overlooked. The essential concepts underlying Deweys ritual model are almost entirely missing. Citi- zens participation in decision-making and the sharing of common experiences are over- looked in the official communication model adopted by the EU. Although there have been efforts in recent years to stimulate debate on European issues among citizens, they had poor result. European symbols are communicated through the simple transfer of information (visual identity manuals, rules for promotion) and not by ritual communication. The default theoretical model underlying communication in general and more specifically, EU Communication, determines its effects on the audience to be addressed (in this case EU citi- zens). EU Communication Policy and the way it is implemented show a conceptual poverty. Du- ring the 60 years of communication, the EC remains anchored in the traditional model of infor- mation transmission. In spite of the successive changes in strategy, the effects remain the same and the EC risks distancing Europe from the citizens instead of bringing it closer to them. 4. Research into Online Coverage of EU Policies/ EU Funds in Romania In this context, we have underlined a research into how Romanian online media cover EU policies, more specifically EU Regional and Cohesion Policy and the corresponding funds allocated to its implementation. The 5 research questions were as follows: 1. How do the online media cover the topic of EU funds? 2. What are the main frames for this topic? 3. Is there a relation between journalists source of information and their specific approach? Reconfigurations of the European Public Sphere 153 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 153 4. How well prepared are online media to act as intermediaries in communicating on EU, in general, and on the EU funds, in particular? 5. What is the implicit communication model that underlies online media communication on EU funds? 4.1 Methodology An examination of 100 articles from the two online media sources with the largest audi- ence in Romania, Hotnews.ro and Ziare.com, was carried out. The last 50 articles and news (until September 9, 2010) were chosen from the section devoted to European funds in each portal, in order to capture the general approach to the subject. The research questions deter- mined using textual analysis as the optimal method of qualitative research. The publication periods of the articles analyzed were significantly different due to distinct periodicity of pub- lishing for each media source (July 26 to September 9, 2010: Ziare.com; April 7 to Septem- ber 9, 2010: Hotnews.ro). The selection of online resources takes into account the current virtualization trend of tra- ditional media and is based on the interest to study the image conveyed by journalists, seen as mediators of information on European subjects, to the young audience (21 40 years). Among the frequent readers of the two news portals are both the general public, with a high level of education (higher education), mainly in urban areas, and a specific target group con- sisting in potential or actual beneficiaries of EU funding under various programs. The type of analysis used for this research is textual analysis, without a default analysis grid. Two working frames were identified: Messianic Europe and Penalizing Europe and the analysis conveyed the following categories: a. Editorial format: news, article, editorial; b. Main theme; c. Causes; d. Solutions; e. Arguments; f. Information sources cited. 4.2 Editorial Format. Style and Significance In order to explore the interrelation between media format and the content of the two sources analyzed, a careful analysis of the specific features of each portal is needed. The image propagated by online media on the broader topic of European funds relies on the very perception of journalists. How the issue is put on the media agenda, the editorial style and format and the information sources used by journalists, seen as intermediaries of EU messages, are codes for deciphering both their perception and the mental representation for- warded to their audience. Both portals have assigned a special thematic area to this subjects, which shows that Euro- pean funds are a topic of interest on the public agenda of online media, although not nece- ssarily a priority. euROfonduri is placed under the Economic news category on Hot- news.ro and Funds in the Business category on Ziare.com. 154 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 154 Three editorial formats were identified for the two sources analyzed, although they are not always explicitly or intentionally separated: news, articles and editorials. Since Hot- news.ro and Ziare.com are news portals, news is the predominant format in both cases, but with a different frequency. On Hotnews.ro the number of articles (22) is close to the number of news (27), indicating a shift towards interpretation andin depth coverage of the topic, while Ziare.com prefers the news format (36 pieces of news) rather than articles (11 articles). Differences appear regarding the editorial style, too. Most articles and news published on Ziare.com have a short, almost telegraphic format, confined to the communication of infor- mation from official sources (calls for proposals, absorption stage of different EU programs, numbers of contracts signed) and quoting or paraphrasing official statements. However, the range of news published on Hotnews.ro is wider, and in many cases is accompanied by jour- nalists interpretation or additional information. An explanation of the two different approaches results from the publishing frequency of news and articles on each news portal. The analysis of the corpus covers different periods for each website, the total duration of the examined interval being significantly higher for Hot- news.ro (about 5 months) then for Ziare.com (1 month and a half). In other words, Hotnews.ro publishes news or articles on European funds less frequently, with an average of 1 article in 3 days (or 50 in 156 days), while Ziare.com publishes articles in the Funds cat- egory daily (or 50 in 46 days). The predominance of news format and brief content is there- fore understandable for this latter source. This tendency also appears in the form of a neutral, objective, tone, present in many of the news published on Ziare.com (21) compared with those on Hotnews.ro (16). The number of editorials is very low for both news portals: during the analysed period, a single editorial was identified on Hotnews.ro and only three on Ziare.com. At least two rea- sons can justify the low preference for this format: information on EU funds is largely tech- nical and not suitable for this format and journalists are not sufficiently trained on the topic in order to express informed opinions. The source of news also has an influence. Only 12 news from Ziare.com come from other sources (NewsIn and Agerpres), over half (27) of the articles and news on Hotnews.ro are published on EurActiv.ro, as well. Most articles published on Hotnews are written by a jour- nalist specialized in EU funds and legislation, who is also part of the editorial team of EurActiv.ro portal. It is therefore expected to have some more professionalized content on Hotnews and a deeper analysis in comparison to Ziare.com. The frequent references to offi- cial documents or studies carried out by different institutions confirm this. At a national level, journalists play the role of opinion leaders who take information from authorities, who also receive messages from the European Commission. During this three- step flow of communication, the possibility of interference and distortion of messages is high. Therefore, any additional interference can cause not only further fragmentation of the message, but also an altered public perception. Both online sources rely on the political discourse on the absorption of European funds to a lesser or greater extent. If Hotnews.ro cites statements of ministers and the Prime Minister in 9 articles and news, Ziare.com resort to this type of references more often (16 articles and news). Besides, Hotnews.ro cites various representatives of the authorities that manage the funds in 11 articles published, while only two of the news on Ziare.com relate to this source. Reconfigurations of the European Public Sphere 155 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 155 Content-wise, a common orientation of the two news portals is noticeable: the presenta- tion of concrete examples of projects being implemented or contracted, either as case studies (Project profiles published by Hotnews.ro), or explicitly mentioned in different contexts. The frequency of this type of examples is higher for Ziare.com (12 news / articles) than for Hotnews.ro (8 news / articles). 4.3 Themes and Categories in Online Media In spite of noticeable differences, there is a great similarity in the way in which online media address the topic of EU funds. The core of the overall media representation is the highly debated issue of absorption, consistently present both in the national media land- scape (print and online, televised debates) and, on a recurring basis, in political speeches. Three major themes are emerging in the online press articles on European funds: absorption of funds, fraud and irregularities in the management of funds and problems in implementa- tion of European funded projects. The most frequent one is the general topic of absorption of EU funds, which occurs in 21 articles out of 50 on Hotnews.ro and 18 of those on Ziare.com. A secondary theme that occurs less often is the delay of the absorption, the Hotnews journalists being particularly concerned to identify the causes for the delay. The amount paid to beneficiaries for projects from EU funds until March 31, 2010 is nearly 3 billion, according to data published by the Ministry of Finance. Reported to the 2007-2009 financial allocation, it is about 12.41%, with approximately two per- centage points over the one at the end of December 2009, which was 10.26%. The number of contracted projects has reached 2450 and they cover 70% of the EU money allocated for 2007-2009 (Hotnews.ro: Morovan, April 12, 2010). Although the absorption of funds is the main theme on both online resources, Ziare.com treats it in rather general terms, without too many references to specific documents of statis- tics. The approach appears as a clich repeated not only by journalists, but also by politicians and national or international authorities; in most cases, the theme has a negative connotation. I complain about the absorption of Community funds, the Prime Minister com- plains, the president complains. We should not complain, we must find solutions for Romania to attract European money. It is priority number one in the Ministry of Finance, along with combating tax evasion, said Vldescu (Ziare.com: Bodeanu, July 27, 2010). Head of the International Monetary Fund mission in Romania, Jeffrey Franks, said Tuesday that the IMFs main concern is related to the poor absorption of EU funds in Romania (Ziare.com: Ghinea, July 27, 2010). A10% of the analyzed articles published by each source have as a primary or secondary theme frauds and irregularities in the management of funds. The theme is frequently associ- ated with the media frame of Europe penalizes us by blocking the funds. Media style dif- fers in the two online portals, the language used by journalists of Ziare.com being rather biased, while Hotnews.ro adopts a cold approach even for hot topics. For a start, take the European funds. 15%. This is the rate of absorption of EU funds in 2007-2009. Only 15%. That means tens of billions that were virtually ours and escaped 156 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 156 us through our fingers. Because of people who are not capable, but especially because of the disorder that reigns in the field. Corruption, bureaucratic incompetence and bureau- cratic inefficiency. The result: huge amounts evaporate, which would otherwise be a blessing to the Romanian economy (Ziare.com: Lumezeanu, August 5, 2010). The Political Investigation Group (GIP) released Monday the names of 11 companies in the meat industry where OLAF has already requested full recovery of funds allocat- ed through the SAPARD program in which OLAF has asked the NAD [National Anti- corruption Directorate]. According to the GIP press. OLAF challenges the Romanian authorities to meet their obligations and to fully recover the SAPARD funds for proj- ects implemented by fraudulent means (Hotnews.ro: Mixich, August 2, 2010). A third common theme found on both websites refer to the most frequent problems encountered by funds beneficiaries. Ziare.com does not insist on this issue, treating it spo- radically, Hotnews.ro tries a broader approach. The theme is placed in a special category of articles presenting the Project profiles in order to identify specific or general problems faced by different types of beneficiaries: An entrepreneur in Caransebe received a Structural Funds grant for the purchase of machinery and equipment in the wood processing industry. He claims that he lost over $10,000, on the other hand, which went on interests paid to the bank for unexpected delays in the project implementation. He wanted to tell his story for EurActiv.ro for other beneficiaries to learn from his mistakes (Hotnews.ro: Morovan, April 15, 2010). Significant differences have emerged as a result of the textual analysis. While the two news portals have common themes and topics, the approach varies. The editorial format and frequency of publishing contribute to the nature of these distinctions between Hotnews.ro and Ziare.com manner of covering the EU funds. Further differentiations are identified and strengthened within the next step of the analysis, regarding causes identified by journalists for the low absorption rate. 4.4 The Issue of the Absorption of Funds. A Causal Perspective 12 main causes leading to a low rate of absorption of EU funds (as the main common theme) were identified in the articles published by the two news portals analyzed. In order of their frequency, these are: delays in project implementation, providing the co-financing, pro- curement, complaints during public tenders, long process of evaluation/selection of project proposals and late contracting, reduced rhythm of spending the money, bureaucracy, political interests, banks reluctance to grant loans for co-financing, reduced number or non-special- ized staff in the institutions managing the funds, delayed reimbursements, disagreements between institutions that manage the funds, projects low appeal to the banking sector (dubbed bankability). The number and frequency of references to the identified causes differ significantly from one source to another. A total of 63 references appear in the articles published on Hotnews.ro, with only 24 references on Ziare.com. This further reveals Hotnews.ros edito- rial emphasis on explaining the central issue of the local media landscape a low rate of the absorption through an in-depth study of the cause effect relationship. Reconfigurations of the European Public Sphere 157 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 157 4 out of the 12 causes identified by Hotnews.ro are missing from the articles on Ziare.com. Frequent references on Hotnews such as those relating to banks reluctance (references in 7 out of 50 articles), the delay of reimbursement (6 articles), or the less often regarded to causes like disagreements between the authorities and bankability (2 references each) are omitted by Ziare.com. In addition, the hierarchy of causes differs substantially. Hotnews.ro prioritizes articles on co-funding debate (references in 9 articles out of 50), on the evaluation process or the reluctance of banks to grant credits (7 articles). Ziare.com does not appear to be interested in these issues; it considers as key causes of the low absorption rate problems such as delays in project implementation, bureaucracy and political interests (approximately 5 references each), the last two issues being considered as less relevant by Hotnews. Both the type of prioritization and the approach of the causes identified by each source show the fundamentally different positioning of the two media portals on the broader issue of EU funds. Hotnews.ro adopts a more professional attitude, seeking a rational, in-depth and argumentative interpretation, justified by references to official documents, studies or consultations with third parties. Ziare.com displays a tabloid-like style, which is used not only for editorials, but also for news format (choice of title). The news portal is prone to a sensational journalistic style (especially in editorials) and on a telegraphic news format. Another aspect that is brought to the surface by textual analysis is that the media vocabu- lary regarding European funds is not yet sufficiently well defined. Both portals mainly use the term European funds, while other formulations also appear: EU funds, EU money, Structural funds, Structural Instruments, Community funds. Ziare.com journalists prefer the more accessible EU money formulation, which appears in 14 news out of 50 (especially in headlines), unlike in Hotnews articles, with only 3 such references. 4.5 Media Format as a Vector of Public Opinion The textual analysis shows two major frames in which messages on EU funds are framed: Messianic Europe (European funds are the safe and quick way out of economic crisis) and Europe penalizes us (Romania may be placed in a position to return the European money, blocking of EU funds). The frequency of the two frames is significantly different from one source to another. The two media frames appear in only 7 articles on Hotnews.ro and only in the context of state- ments or messages from third parties (government representatives, European Commission, other national or international authorities). This indicates a lack of identification of journalists with the above-mentioned frames. On the other hand, the media frames appear in 17 articles (more than one third of all news and articles) published on Ziare.com. Most of the references are placed in the context of quoting other sources, but they also appear in editorials or news where the voice of journalists is apparent, indicating an identification with the two frames. There is a common tendency of the two news portals analyzed to look at the two portals in terms of the risk of losing EU funds rather than the rescue opportunity coming from Europe. If the pre- and post-accession euro-enthusiasmprevailed in the media three years after Romanias EU accession, an euro-skeptical attitude emerges (at least in the online media). The results of the textual analysis identify a number of links to the Europe penalizes us media frame that is almost double to that of Messianic Europe. The way these frames are distributed between the 158 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 158 two sources is also relevant to their editorial style. On Hotnews.ro only one article refers to the latter frame, placed in the Prime Minister Emil Bocs statement European funds are the safe and quick way out of the economic crisis (Hotnews.ro: Prvoiu, August 6, 2010); such refer- ences are more frequent on Ziare.com (8 news and articles). There are several different ways of framing messages about European funds within the wider image of Messianic Europe: European funds represent the solution for the economic crisis; European funds are the key to the development of various sectors (economy, agricul- ture, infrastructure) and European funds are free money. The Messianic Europe media frame is reflected both in editorials, presenting the journalists own perception, For a start, take the European funds. 15%. This is the rate of absorption of EU funds in 2007-2009 [] huge amounts of money evaporate, which would otherwise be a blessing to the Romanian economy (Ziare.com: Lumezeanu, August 5, 2010) and the perception of other stakeholders: tefan Niculae, Agrostar Federation president, says that Romania is sitting on a bag of money which we might receive from the EU to develop agriculture (***, tefan Niculae: Romania is sitting on a bag of money. July 30, 2010. Accessed: September 4, 2010. http://www.ziare.com/economie/agricultura/stefan-niculae-romania-sta-pe-un-sac- de-bani-1032454). In both online sources, the frame Europe penalizes us by blocking funds appears more often. This perception is justified, but the way it is introduced imprints it with dramatic con- notations, the theme being treated unilaterally by both news portals. The frame appears in correlation with strong negative connotations such as: danger, losing money, risk, money disappearing, to claim refunds. Europe penalizes us frame appears in six articles on Hotnews, in the context of political statements or information received from the European Commission and other relevant authorities. In political speeches the frame is most common- ly associated with the broader theme of absorption. The issue is regarded in a cause effect perspective: delays in implementing the European-funded projects result in a low rate of absorption, which translates into the loss of European money. In Slaj, the rehabilitation of Ciuc-Crasna-Vrolt road. Works contract was signed with a delay of 12 months. Again, you will say that we still have time; 12 months of delay, I repeat, puts Romania in a position to be in danger of losing European money, said Emil Boc (Hotnews.ro: Morovan, August 27, 2010). Prime Minister Emil Boc warned certain beneficiaries of European funds to be attentive to the implementation of projects [...] Because of these delays, Romania risks being put in the position to return the European money (Hotnews.ro: Prvoiu, August 6, 2010). Messages transmitted by authorized sources confirm and strengthen the perception according to which Europe penalizes us by requesting the return of funds or by reducing the amount of money. The textual analysis outlines a transformation from the Messianic Europe image to the representation of a distant and relentless arbitrator, transformation consolidated by the European Commission and other supra-national actors (IMF): The consequences of not meeting the Growth and Stability Pact requirements include a measure relating to the reduction of European funds, measure which would Reconfigurations of the European Public Sphere 159 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 159 actually affect the new Member States, major beneficiaries of these funds, rather than several isolated regions in old member states (Hotnews.ro: Bljan, May 12, 2010). He [Jeffrey Franks, the representative of IMF mission in Romania] said that if these funds are not used until the end of availability, all these money will disappear, no longer be available for Romania (Ziare.com: Ghinea, July 27, 2010). A dramatic tone is reinforced by different sources that intermediate the communication flow between the European Commission and the Romanian citizens. The causes of a poten- tial suspension of funds are diversified, amplifying the negative perception of a Europe that penalizes us. Suspension of funding is attributed to fraud, strengthening the image of redeeming Europe that punishes a corrupt Romania: Because of fraud, it is possible that European funds be blocked, says Teodorovici [Eugen Teodorovici, former Secretary of State in the Ministry of Finance]. The Commission always says it, but who needs to hear it does not want to hear it. There is the possibility that European funds on a particular program or even all, depending on how serious the problem is, may be suspended temporarily or, worse, on a very long term. During which the Romanian state should cover the money, do what hasnt done and then, after solving that problem, persuade the Commission to request the release and the resumption of payments, Teodorovici explained (Ziare.com: Bodeanu, August 9, 2010). In addition to the messages collected from different sources mentioned above, the journal- ist himself, as bastion of public opinion, sets his seal to the image of a Europe that penalizes us: If it is only a Romanian engineering or simply a mioritic naivety, approved insti- tutions will decide. The fact is that Romania is losing money annually, money with which it should build up the country, heighten it, and the situation must change (Ziare.com: Rdulescu, August 11, 2010). It is clear from the textual analysis results that the two media frames are applied as a form of simplifying the mental representations of the EU funds issues. We consider that the frames are relevant for Ziare.com much more than for Hotnews.ro, whose journalists try to keep their distance from these patterns and avoid citing the avalanche of political statements that refer to them. 4.6 Discussion We consider it necessary to place the coverage of EU funds into a larger context. Amid a worsening economic crisis and the impoverishment of the national finance, European funds have become a priority issue in the political and public discourse. The IMF loan (together with regular visits from the IMF representatives) and the decrease in budget revenues ampli- fy the pressure felt in the collective mentality and determine the search for redeeming solu- tions. In this context public attention has moved towards European funds, seen as an exit from the crisis and potential return on an upward economic trend. But Messianic Europe is dethroned by numerous messages received from various sources on Romanias inability to capitalize on the opportunity of free money. Ordinary citizens remain caught in the antagonistic conflict between a Messianic Europe and one that penalizes us for a collective 160 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 160 failure. Media messages, institutional leaders and the European Commission thus seem to anticipate a dramatic denouement to which the citizen only passively assists. The European funds remain the only real issue in the local media landscape that brings us closer to the abstract concept of a European public sphere. Media discourse is still poorly structured, although, as the analysis shows (for Hotnews.ro), there are efforts towards the professionalization of the field and the specialization of journalists. The information received by the audience from the online media is not necessarily useful, in many cases being transmitted in emotional terms only. Media do not necessarily distort the content of the message content; rather, the interference occurs due to selection and prioritization of infor- mation. So the final message transmitted to the large public tends to mentally frame the EU funds theme within a good bad dichotomy. The answers to the research question can be summarized as follows. Online media cover the topic of EU funds by focusing on one main issue, which is the absorption and, more specific, the low rate of absorption. Though the approach is different, two main frames are common for both sources analyzed: Messianic Europe and Europe penalizes us. One reason for the differences between the two news portals comes from the sources of information. Our analysis shows that the sources chosen by journalists determine the approach adopted in the articles. This premise is most evident in the case of articles quoting political statements, which automatically induce and reinforce a series of clichs. While Hotnews.ro is rather reluctant and much more selective in quoting political statements, Ziare.com falls back more often on this information source. This leads to different approaches and to a different weight of the identified frames. 5. Conclusions There is a common theme for both online resources analyzed, a theme that seems to dom- inate the entire media scene: the low rate of the absorption of EU funds. Although both Ziare.com and Hotnews.ro are concerned with identifying the causes and possible solutions for this issue, their prioritization and approach differ substantially. Hotnews.ro seeks a deep- ening of the causes that delay absorption, while Ziare.com treats the theme more stereotypi- cally (bureaucracy, political interests) and adopts a more telegraphic style. With due differ- ences, the number of individual media investigations and editorials from both sources is very low, with journalists being rather content with simply quoting official information. The online media analysis confirms that the communication model underlying the EU Communication is a transmission model. Journalists play the role of gatekeepers, forward- ing the information from the national or European authorities and institutions to the general public. Most of the articles are purely informative, quoting official sources without evaluat- ing or interpreting their messages. Messages about European funds are placed in two major media frames: Messianic Europe and Europe penalizes penalizing us, but only the jour- nalists from Ziare.com appear to identify themselves with these subjective perceptions. The two frames can be considered a distortion of the messages transmitted by the European Commission, mainly conveyed in political statements. Within both sources, there are signi- ficantly more references to Europe penalizes us frame than to Messianic Europe frame. Reconfigurations of the European Public Sphere 161 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 161 162 Globalization and Changing Patterns in the Public Sphere There appears a slow demythologization of the panacea image of the EU funds, in contrast to the prior enthusiasm that dominated the media outlook during the accession period. Questions still remain regarding the deliberative ability of media players and their readi- ness to assume the role of intermediaries of information about European funding. The wider process of developing a European public sphere involves both critical engagement of media representatives and a collective responsibility of the communication intermediaries. References 1. Carey, J. W. (1989). A cultural approach to communication, in J. W. Carey (Ed.), Communication as culture: Essays on media and society, 13-36, Boston: Unwin Hyman. 2. Dewey, J. (1954) [1927]. The Public and Its Problems, Swallow Press, Ohio University Press. 3. Lippmann, W. (1991) [1922]. Public Opinion, New Brunswick and New Jersey: Transaction Publishers. 4. Lippmann, W. (1993) [1927]. The Phantom Public, New Brunswick and Londra: Transaction Publishers. 5. Magistro, E. (2010). The marketization of institutional discourse: The case of the European Union, Okulska, U., Cap, P. (eds.) Perspectives in Politics and Discourse. John Benjamins Publishing Company. 6. Meillier, S. (2007). Towards better EU Communication. A conceptual, organisational and structural challenge, College of Europe, Bruges Campus, European Political and Administrative Studies,. Available at: www.touteleurope.fr/fileadmin/CIE/06-observatoire/etudes/S._MEILLIER_-_College_of_Europe_-The- sis.pdf Accessed on: 15 September 2010. 7. Slys, G. (1996). La machine de propagande de la Commission, n Le Monde Diplomatique. Availa- ble at: http://www.monde-diplomatique.fr/1996/06/DE_SELYS/3753 Accessed on: 10 September 2010. 8. Smith, A. (2004). European Commissioners and the Prospects of a European Public Sphere: Infor- mation, Representation and Legitimacy, paper presented at the Conference Citizenship and Democratic Legitimacy in Europe, University of Stirling. . Available at: http://www.arena.uio.no/cidel/WorkshopStirling/PaperSmith.pdf Accessed on: 13 September 2010. 9. Wilson, J., Millar, S. (2007). (eds.) The Discourse of Europe, John Benjamins Publishing Company. 10. ***, Action Plan to Improve Communicating Europe by the Commission, SEC (2005) 985, 20 July 2005. 11. ***, Communication from the Commission to the Council, the European Parliament, the European Economic and Social Committee and the Committee of the Regions. The Commissions Contribution to the period of reflection and beyond: Plan-D for Democracy, Dialogue and Debate, COM (2005) 494 final, 13 October 2005. 12. ***, Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. Communicating Europe in Partnership, COM (2007) 569 final, Bruxelles, 3 October 2010. 13. ***, Communication to the Council, European Parliament, Economic and Social Committee, the Committee of Regions on a new Framework on Cooperation on Activities concerning the Information and Communication Policy of the European Union, COM (2001) 354 final, Bruxelles, 27 June 2001. 14. ***, Eurobarometer 73. Public Opinion in the European Union. First results, studiu comandat de DG COMM, august 2010. Available at: http://europa.eu.int/comm/public_opinion/index_en.htm 15. ***, White Paper on a European Communication Policy, COM (2006) 35 final, Bruxelles, 1 Februa- ry 2006. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 162 Constructing a Cosmopolitan Public through Deliberative Journalism The Case of Romanian Media Civic Campaigns Mlina CIOCEA* National School of Political Studies and Public Administration, Bucharest, Romania Abstract: This paper 1 will discuss the role of the media in constructing a cosmopolitan public. We will analyze a recent mobilizing campaign of a Romanian newspaper (Jurnalul Naionals Resistance Move- ment) in order to show how the Romanian media build a potential cosmopolitan space by involving the pub- lics imagination into a project of value redefinition. The research hypothesis I start from is that the journal- ists thematic cut-up and the choice of medium mobilize the cosmopolitan sensibilities of the public. Endowed with deliberative instruments in a participative environment and presented with a controversial topic, the public gains a new identity as a reflexive producer of culture. Such militant campaigns initiated by the media integrate the public in a cosmopolitan civic perspective. Keywords: cosmopolitan public, deliberative journalism, public sphere, media civic campaigns, media morality 1. Introduction My analysis draws on recent developments in cultural theory regarding the role of the media in constructing and promoting a global civil society. By discussing the efficiency of several civic campaigns initiated in the media whose declared finality is value reconstruc- tion, I will appraise medias role in the formation of a cosmopolitan community. The perspective assumed in this paper is fed by discourses on globalization as the driving force behind (yet another) dramatic change in the social landscape. Among the very dense haze of globalization studies, one track is of utmost interest here: the study of the rise of a * Contact: malina.ciocea@comunicare.ro. 1 This paper is the result of research conducted as part of the research project Fenomenul migraiei forei de munc i formarea publicului diasporic: impactul asupra spaiului public i a practicilor insti- tuionale [The phenomenon of the migration of workforce and the formation of the diasporic public: impact on public space and institutional practices] (project coordinator: Professor Camelia Beciu), financed by the National University Research Council. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 163 global public sphere giving a voice to various self-reflexive publics. If to this idea we add the contention that the media are instrumental in the creation of this global public sphere, we have a very rich conceptual background that deserves some discussion before proceeding in our analysis of the new identities of the journalists and the public. The first part of the paper will then follow the complex changes in the nature of the public sphere (encouraging multi- plicity of perspectives) and its actors (growingly aware of the deliberative instruments available to them) and discuss medias role in shaping cosmopolitan sensibilities. 2. Transformations in the Public Sphere While analysts questions as to the locus of an emerging global society are still waiting for a new methodology exempt from the bonds of national space and limitations, the age-old concept of public sphere might well serve as provisional site. That the term public sphere should be allowed to signify public spheres where a variety of self-reflexive publics are at work, is quite self-understood ever since Habermas refined the idea of the public sphere as a network permitting exchange of viewpoints. The reflexivi- ty of publics is further emphasized by Appadurais understanding of mediascapes and ideoscapes as constructs molded by actors various backgrounds. While mediascapes are rather centered on images and based on reality narratives, and ideoscapes belong to the polit- ical realm of ideologies, both are enabling for actors, since they offer pooled resources for building new contexts (be they semiotic or political). Back in the XVIII th century the public sphere as a functional element in the political realm was given the normative status of an organ for the self-articulation of civil society with a state authority corresponding to its needs (Habermas, 1989: 74). Now the political public sphere is subject to the influence of two competing processes: the communicative generation of legitimate power (which communication processes, while interlinked and inclusive, are legitimated by weak institutions) and the manipulative deployment of media power to pro- cure mass loyalty, consumer demand, and <compliance> with systemic imperatives (which is more of an interference in the public sphere, based on alternative referential frames Habermas, 1992: 452). If power is now exercised by various actors following competing agendas, it is to be expected that they will attempt to identify and create their own publics, consequently multiplying perspectives and encouraging eccentric (if not individual) choices. In these circumstances, the principle of rationality makes room for impulsive/emotional reac- tion (rational-critical debate gave way to the consumption of culture Calhoun, 1992: 21). The pessimistic view of a degraded public sphere not serving its purpose may find a coun- terpart in a stance where the multiplication of publics and public spaces would allow various identities to express themselves. In this postmodern view, trivialization (the invasion of private matters into the public space) would stretch the field of choice for identities, commercialization (producing on demand) would make ideas accessible by forging them on the framework of working-class culture, spectacle (replacing rational debate with spectacular communication) would accentuate the appeal to emotions, fragmentation (into distinct, overlapping public spheres) would allow public debate from different perspectives, and deplored apathy towards public matters would be in fact a new way of doing politics and being politically involved 164 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 164 (McKee, 2005). We may recognize in this analysis the tokens of global culture: global reach, diversity, polyphony, empowerment. It is not insignificant that Habermas himself acknow- ledges the critical potential of the public, become pluralistic (Habermas, 1992: 438). 3. The Cosmopolitan Actors and their Power Despite contrasting visions of a global community, the concept of a global society bring- ing together people from different cultures, sharing the same ideals, is very much the talk of the day. The view (often dismissed as a highly utopian empty concept) comes as a continua- tion of the more comfortable idea of globalization as an instance of modernization, which has come to signify an emancipation from the strains of national topography (community included). Whether globalization is, au fond, a continuation, albeit in an intensified and accelerated form, of the perduring challenge of modernization (Berger, 2002: 16), or a post- modern stance involving the loss of national perspectives, it follows that all concepts per- taining to modernity should be at least revised, if not re-defined, to answer the challenges of the process. Defenders of globalization as a distinct historical epoch call for the necessity of an ideology that would govern, organize and imbue this state. No study of global projects can be attempted without the critical investigation of the ide- ological project called <globalism>. (Steger, 2007: 380) The general feeling among globalist academia is that global flows of objects, images and discourses of universal appeal somehow have the edge over national imagination. Still, such competitive advantage loses its force in the absence of a global community that would manage the flows for the benefit of the world. In creating this new loyalty, emancipation is a significant process emancipation not only from space (as in Scholtes concept of deterritorialized experience), but also from time and collective memory (Beck, 2002: 27). Consequently we should not understand that the geocultural and geolinguistic locations of modernity (a term coined by Mignolo, 1998: 38, to discuss civilization processes) belong to the non-space of globality, but that they are rather reinterpretations of natural allegiances. The ideological deconstruction of modern national perspectives should be followed by a new critical theory which might well be cosmopolitanism. Acosmopolitan social and political perspective would need to build a moral authority (which some researchers believe to be grounded in the language of universal individual rights and needs Hunter and Yates, 2002: 338), but also open up negotiation spaces and strategies which the national viewpoint precludes, such as relations of power in the global arena or the power of actors in new polit- ical networks (Beck, 2007: 175). Changes in the geography of global cultural interactions (Held et al., 2004: 387, Scholte, 2000: 59, Scholte, 2003: 85, Smith, 2003: 279), the spreading of modern cultural institutions (Tomlinson, 2003, 270), the plurality of cultures (following the earlier fragmentation of societies Connor, 2000: 376), increasing reflexivity impacting the structure of social relations (Giddens, 2005: 63), are all signs of a shift in the symbolic struc- ture of the world (Thompson, 2003: 246), where culture is power (see Castells, 1999). The global civil sphere would harbor the production and negotiation of meaning (Schirato and Webb, 2003: 137, discussing Hardts and Negris proposition in Empire). Cosmopolitans do not share a common past, but project a paradigm of communitarian bonding in the future. The moral epistemology that feeds cosmopolitanism (Appiah, 2004), Reconfigurations of the European Public Sphere 165 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 165 irrespective of its vagueness in present, would have the double advantage of imagining a new cultural order and of projecting it in the future. The cosmopolitan agreement on values and their weight would not lead to harmony without the necessary companion of pluralism, which Appiah (2006) calls fallibilism (admitting that our share of knowledge is imperfect). Part of the problem in trying to seize the loyalties of citizens towards a cosmopolitan ideal lies in the disjuncture between imagined and real communities. One solution would be to allow imagination to play its part in designing new patterns of collective life (Appadurai, 1996) that would help communities not only imagine better worlds, but construct them. Within this frame research of social build-ups would play the part of imagination going prac- tical (Appadurai, 2000). Before Beck, cosmopolitanism was seen as departing from the natural order of local attachment and entering the fuzzy, abstract order of non-attachment. Beck claims that cos- mopolitanization means internal globalization, globalization from within the national soci- eties (Beck, 2002: 17). Banal cosmopolitanism (Ong, 2008) or grassroots globalization (Appadurai) characterizes those individuals who behave as cosmopolitans because of globa- lization awareness (Axford and Huggins). Although lacking in some respects the visible side of performance, this form of low globalization could shape the cosmopolitan society to whom it feeds a narration which, in time, could create loyalty, very much like loyalty to localism. Cosmopolitanism is, basically, an alternative to modernization as put forward by the given cultural paradigm. By questioning the value attached to inherited principles, the cosmopolitan creates culturally significant practices that form that system of meanings which, in Goodmans vision, is necessary for validating cosmopolitanism as an ideology (An analysis of global culture requires the identification of a set of practices that consti- tute a cultural field Goodman 2007: 335). Global culture does not demand absolute loyalty from individuals (all sectors of the emerging global culture enhance the independence of the individual over against tradition and collectivity Berger, 9). The significant influence of global culture is evident in the reconstruction of identity: the individual acts as an autonomous producer of culture, taking a critical attitude towards community culture. The individual can construct her own hybrid cultural paradigm, putting together values from diverse cultures which resonate with her principles, values which might be more or less harmonized, but dramatically influence the cultural behavior of the individual, who feels freed from the pressure of the official cul- ture. It is this process of individualization that spills into a new ethic of personal cultural programming. (Lull, 2000) While culture is still a staple space for identity construction, the locus of much cultural activity today is shifting from structure and tradition to indi- vidual persons and their chosen networks that are composed of varying degrees of proximi- ty and mediation. (Lull, 2006: 45) Global culture comes with its own set of values, already simplified, tagged and self-explana- tory, and with their own interpretation grid which attaches significance to values. The individual accepts the convention of this grid, since this form of culture does not bring about the obligation of final attachment (Multiple allegiances and identities are often quoted among the liberating features of a global community.) The alleged freedom of the individual (individuals are autonomous, rational, resourceful, and acquisitive, pragmatic ... self-directed agents Hunter and Yates: 339 340) is, however, quite limited in the very relativity offered to her. 166 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 166 4. Medias Role in Creating the Global Public Sphere The media have long been pinpointed as instrumental in negotiating and reflecting the meanings and ideological allegiances of individuals and communities. So long, that the com- plex relations of power between the media and its public have been clichd (Curran, 2006: 139). Understanding the complex exchanges between media and the publics, the power rela- tions governing them, the configuration of the knowledge circulated among them, the fields of action opened up to the publics thus empowered and the ethical implications of this inter- change is, undoubtedly, one of the most fertile grounds to explore in future years (in the encouraging words of Couldry, a new map of media studies should include two crucial landmarks (knowledge, agency) that, assuming media research still wants a critical edge, imply a third (ethics) Couldry, 2006: 187). We find here much to encourage our analysis on how the media shape the public matters by involving an active public. In the age of increasing reflexivity, the media appropriate the reflective instruments need- ed to turn spectators (long thought of as passive and weak) into an active, conscientious pu- blic. If, along this reality, one goes a step further towards the ideal of an ethical public space, then the media should be seen as a moral force enabling and creating such representations. The permanent negotiation of meaning and opinion (the contrapuntal seen by Silverstone, 2007, as the mediating logic governing the mediapolis) allows the creation of a moral public life (our media provide the most pervasive and persuasive perceptual frameworks, in an increasingly global society, for the way in which meanings, representations and relationships to the other are offered and defined Silverstone, 2007: 101). If we employ Jeffrey Alexan- ders definition of the civil society as containing not only symbolic categories but also struc- tures of feeling (among which, the idea of the public as it has inserted itself into social sub- jectivity Alexander, 2006: 72), we must allow for the media (as a communicative institution) to provide interpretations and define representations of the public. Although there is still no theory of the relationship between media and cosmopolitan identity development (media and morality currently lacks a sophisticated and rounded theorization and examination of the relationship between the media and the development of a moral identity an identity that has come to be described as cosmopolitan Ong, 5), it is not far-fetched to claim that the media are able to build empathy between local and distant communities and nurture attachment to cosmopolitan identity. By encouraging reflexivity, media take a stand on inducing social change. One of their instruments is mediation, defined by Silverstone as the dialectical process in which institutionalized media of communication are involved in the general circulation of symbols in social life (Silverstone, 2007: 109). It is shaped towards the ideal foundation of the mediapolis by the proper distance (which might be seen as the kind approach of difference), trust (in the view the media take), complicity and collusion (in accepting the mediation of the media) and responsibility (for such shaping). A step further is to see mediation as a political process insofar as its potential to define public response and cosmopolitan traits in spectators (Chouliaraki, 2006: 18). The dilemma is how to negotiate between the consequence of such mediation (namely, the creation of a cosmopolitan public) and public action. The ethical role of the media derives not only from responsibility to educate the public (if not yet global, through the work of transnational flows, then at least cosmopolitan, through the build up of its moral sphere by Reconfigurations of the European Public Sphere 167 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 167 means of universal values), but from the infinitely more difficult task of inviting public action in the name of the cosmopolitan sensibility it has thus created. The moral issues involved by mediation derive from two transformations it brings about: immediacy and deterritorialization, both of which raise the issue of rendering various moral horizons ade- quate (Tomlinson, 2002: 252). In line with Tomlinson (who asks for taming moral issues from distant spaces, rather than require people to cover the moral distance), Chouliaraki tackles the problematic of governmentality associated with mediation, given its potential to influence the conduct of the public (Chouliaraki, 2006: 71). For instance, the position of reflexive identification of ecstatic news allows spectators to feel for and with distant suffer- ers (Chouliaraki, 2006: 187), which amounts to cosmopolitan disposition (by breaking with the moral horizon of the locality, only to accede to universal morality). The long-standing issue of media power is thus refined by the trickier problem of media responsibility. 5. The Case of Romanian Media Civic Campaigns 5.1 Hypothesis It is now time to see how these changes in the public sphere and in the positions assumed by journalists and the public (and the subsequent transformations in the media role) work in the Romanian media landscape. The research hypothesis I start from in this analysis is that the journalists thematic cut-up and the choice of medium mobilize the cosmopolitan sensi- bilities of the public. Endowed with deliberative instruments in a participative environment and presented with a controversial topic, the public gains a new identity as a reflexive pro- ducer of culture. Such militant campaigns initiated by the media integrate the public in a cos- mopolitan civic perspective. From among the initiatives that have lately been launched in the Romanian media land- scape (the news channel Realitatea TV, We demand respect!, the internet websites, blogs and Facebook), campaigns brought together by protest aimed at deficient public communi- cation, politicians irreverent attitude towards citizens, lack of vision in Romanian politics and pervasive media ignorance of true values, I have chosen the ongoing campaign of Jur- nalul Naional, Resistance Movement. Following the troublesome political campaigns of 2009, some newspapers and TV channels took an unprecedented stand against what they denounced as utter immorality of Romanian public sphere, and their campaigns have echoed in the public, rallying support from a whole range of public figures and anonymous citizens. The ethos of mobilizing campaigns in Romanian media is quite rich: Generaia ateptat, Generaia expirat [Waited-for Generation, Expired Generation] initiated by Cotidianul in 2006, and meant to identify agents of change and their counterparts, 10 pentru Romania [10 for Romania], initiated by Realitatea TV, searching for influential personalities, Martor Ocular [Eye Witness], inviting Realitatea TVs watchers to post videos on the site denouncing short- comings in the system. Jurnaluls campaign is illustrative for the symbolic mechanisms employed in the press for constructing a new social imagery and public culture, involving new social practices of the public. It is also relevant for a certain complicity between a public that trusts media enough to join the deliberative game it lays forth, and the media that incorporates 168 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 168 Reconfigurations of the European Public Sphere 169 the public into a setting of participative journalism. This complicity serves an educational final- ity. For the public, participation in the campaign is a way of appropriating and cultivating cos- mopolitan disposition, while for the media it is a way of developing and polishing the deliber- ative discourse, and learning the techniques for building a public matter with the help of an active public. Jurnalul Naional is one of the few quality papers in Romania which managed to survive in print (with a readership of around 67.000 copies), partly due to its accompanying Library for all books (reviving a much loved collection of good Romanian literature), and its supple- ments and Sunday papers on health and lifestyle. Jurnalul changed its identity several times from its launch in 1993, from tabloid to The Guardian-like format. The target audience is educated people between 20 and 40, with an above average income. Editorials signed by per- sonalities in the press, in economics and politics are accompanied by investigations and fea- ture articles on less known events in the Communist times. Part of a powerful media holding under the influence of opposition groups, Jurnalul has hosted a series of debates on Romani- ans identity and values. Its editor, Marius Tuc, gained a reputation as an objective journal- ist, following his TV show in the mid-nineties, and is now at the forefront of Jurnaluls cam- paigns, many of them focusing on denouncing faults in the system and attempting a redress. 5.2 Elements of Methodology Given the scope of the paper, one should perhaps wonder about the most appropriate instruments to employ in the analysis. Any attempt at analyzing media role in promoting cos- mopolitan values is in danger of falling down on several important points, the most promi- nent of which is probably that concerning the incongruity between instruments and scope. Global or cosmopolitan seem abstractions in the absence of the more salient national perspective. Before tackling the issue of cosmopolitan perspectives within nationally delim- ited campaigns, however, we will follow the thematic construction and the involvement devices employed in the campaigns, in an attempt to demonstrate that the choice of medium and themes is instrumental in the construction of cosmopolitanism. Integrating in such an approach the three ensembles (semio-discursive, socio-communicative and of interpretation) which, in Charaudeaus view (1997), should govern the study of social discourses, seems a reasonable approach. Since the media have a role in constructing allegiances of the individ- ual, the themes and instruments it chooses to put forward are relevant for the complex shifts of the publics perspective. So are the fields of action opened up as a result of debating both the issues and the ethical choices laid out to the public. Consequently, we have introduced in the methodological grid the followign elements: the position of journalists towards the issues launched and towards the contributing public, the symbolic distance created as a result of the complex interactions between the journalists, the personalities and the anonymous readers, the types of participation and alliances proposed by the online forum, and the types of actors that are valued (the identities that are legitimized, the conventions and values of such actors). With such instruments we will attempt to outline how journalists construct public matters starting from general interest themes opened up to a public endowed with instruments of deliberative discussion. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 169 5.3 The Thematic Orientation The thematization space is relevant since it helps construct an axiological imaginary. The campaign approaches themes that are under subdued circulation among the public: national values are ignored, value appreciation follows arbitrary criteria, the political sphere perverts values, loyalty towards true values is at an all-time low. The finality condition proclaimed by Jurnalul is to engage the public in developing an inventory of true values and act based on them. The vocation of permanent beginnings has been bewailed by many analysts as one of the prominent (and disturbing) features of Roman- ian culture. The constant attempt of cultural personalities to lay the foundations of their work on the ruins of former orientations and schools of thought, and the accompanying effort of defining Romanians representative values, are the underlying enterprise of centuries of cul- tural creation. In this respect, the theme of the campaign launched by Jurnalul is not a new dis- covery. TV station Realitateas campaign, launched on its site (We demand respect!) at about the same time with Jurnaluls, is strikingly similar, as we will see below. Nor is a novelty the treatment of value rejuvenation in the media and not in more traditional cultural settings. Jurnaluls campaign, started in the print and online edition, moves towards a platform where petitions can be posted and signed by users (petitieonline.ro), Realitateas campaign, launched on the site of the TV channel, invites comments on Voxpublica, its platform of comments, blogs and opinions, only to be picked up on socializing networks. The choice of themes already announces the complicity between the journalists and the public, revolving around a mutual understanding of what is good for society. The manifesto of Jurnaluls campaign, written by Marius Tuc and posted on the campaign page (hosted by the site of the newspaper), identifies the most stringent issues of society, from Everybodys perspective, and vilifies the political class as corrupt, lacking vision, will and character. The threat to Romanias value system is denounced as immediate, inevitable and tragic in its con- sequences. Jurnalul posts different articles motivating the initiative (Because we receive EU funds but arent able to spend them, we have started the Resistance Movement! Because we have been singing <Wake up, Romanians!> for 20 years and are still sleeping, we have start- ed the Resistance Movement!). Most reasons are gathered from the area of value/non-value, but the cut-up is unequal in terms of relevance or prominence (from fallacies in reason to failings to recognize true literary figures, for instance), probably in order to allow readers identification with an array of social perspectives. Taking a stand against lack of civic action or ignorance of communitarian values is at the forefront of the discourses. While this first stage is militant in tone and intention, the second stage introduces a more pronounced deliberative tone. The editorial of this new stage, Were we born in the right place? Why would you stay in Romania? Why would you leave Romania?, gives a descrip- tion of the desolate Romanian landscape and lists some areas of discontent, among which politics (and a particular understanding of democracy). Dreaming of running away from Romania becomes habitual, as it was during Ceausescus time. Despite all this, people return home because of inner nonsense. Reasons for leaving are bizarre mentalities, indif- ferent and corrupt politicians; the counter-arguments are more emotionally laden: the color of Christmas and love and sweet language. The journalists posts are imbued with cultural imagery and idioms, while personalities interventions are emotional and defensive. In the 170 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 170 words of a journalist, Talking about your relationship with Romania is like talking about your relationship with religion, with church. Much too intimate. The strategies of assembling information and delivering it from a perspective result in giving pre-interpreted information to the readers (ever since Goffman, frames serve not only for defining the situation, but also for interpreting it.) The retrospective construction of the event, for instance, derives legitimacy from previous states. The manifesto of Jurnalul cam- paign relies heavily on images of a distant, untainted past of fully-fledged values which, in time, have degenerated into negative reflections. The problem identified is approached in the name of collective actors. The insufficient symbolic capital (sparse criteria for selecting values or establishing their representativity) is not the only argument that can be brought against the campaign. Critics emphasize various constraints (such as the difficulty of transfering a list of desirable values and behaviours into real life) and the ethical dimensions of the campaign. If the campaign is just a media concept based on spectacular devices, is it moral to invite confessions of the pub- lic on very sensitive themes? The question can be answered if the journalists are entrusted with a second finality (besides that of legitimizing their own discourse by the use of anony- mous voices): attempting a change in the publics behaviour. We will tackle this issue below. 5.4 Mechanisms for Involving the Public What is relatively new in such campaigns is the treatment of the theme (value definition) in a new medium (the online forum involving direct participation) by new actors (the reading public). The mere access granted to the public to new forms of representation is not a great breakthrough. What is groundbreaking is that the journalists make use of a new medium to select a public and endow this public with two instruments: the deliberative mode (forcing the public to acquire some competence not only in the topic, but also in building arguments to qualify their assertions) and the rhetoric of emotions generating discursive effects. In order to identify the types of actors aimed at, selected and given visibility by the jour- nalists, we will take a look at the types of participation open to the public and at the network- ing between the different participants. While any public involves rituals of participation and sociability, the unstable nature of an online public invited to debate a sensitive issue with some level of competence requires mediation from journalists that first offered the instru- ment of online deliberation. Besides legitimizing a theme (and the accompanying arguments developing it), by means of deliberative campaigns the journalists legitimize a citizen-public (and its accompanying emotions). The campaign parades a manifesto, an anthem (sung by known figures of Romanian music) and the odd personality (actors, professionals, writers) supporting the initiative. The public are invited to join the movement (a list of Movement members is provided on the website) and to post reasons why they would or would not leave Romania. In terms of avail- ability, the Movement is quite visible (a banner sends to the site from the main page of the online edition), and the public can choose whether to pass as generic identity (a reader) or in person (with full name) when writing on the forum. The second stage of the campaign allows even more freedom to the individuals, since many of their for or against posts reach the front page, along with journalists and personalities posts (although previously selected Reconfigurations of the European Public Sphere 171 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 171 by journalists from an array of pooled comments, probably on criteria of representativeness or relevance and to observe discretion). The selection of anonymous voices clearly follows that of types delineated in personalities posts: professionals are given equal stage as private people telling their life story, for and against discourses are as visible as emotional renditions of the theme. Many of the publics roles are present here: they are information sources but also reflexive instances, anonymous actors/witnesses, but also civic actors. However, it is the journalists and personalities discourse and arguments that set the tone of deliberation, and the readers comments, while not arising to the aesthetic quality of pro- fessional writers/thinkers, reiterate some arguments, in defensive, poetic or cultural lan- guage, adding up to a line of thinking. Readers are free to comment on journalists posts, but journalists preserve a position of objectivity by not intervening in readers discourse (alt- hough, as we have seen, some censorship takes place). The campaign revives certain media practices already active in the Romanian public space, the journalist as a skeptical representative of collectivity (Beciu, 2009, 61). Yet, while journalists regard themselves as representatives of collective identity in the frequent use of us versus them and the appeal to mutual responsibility against a degraded reality, the fact that the debate is apparently set free after the initial input introduces some symbol- ic distance from the public. Even if such distancing produces its effects, it is undoubted that an active public (let aside its limited activism) will change the construction of public matters (since the media settings dedicated to the active public institute a certain imagery on the cul- ture of public engagement Beciu, 2010: 10). 5.5 Strategies for Legitimizing the Movement There are many elements in this campaign confirming the marketing logic governing simi- lar past campaigns. The title of the campaign, the editorials, the mobilizing language used, the strategies for public visibility, all lead to a double discursive effect (Beciu, 2009: 59): legit- imizing the media initiative as a campaign of the newspaper and as a necessity for the public. The use of us versus them, the diary of campaign (who else joined the movement, what other events were hosted under the slogan), the involvement of personalities, all lead to the idea of significant impact on the public. Since change is iminent, participation is a civic duty. The use of rhetoric strategies defining the issues that respond to citizens needs has the potential not only to shape the journalist as a mediator, but also to facilitate the access of actors to the public sphere. Yet, apart from some instruments open to individuals (posting comments on the forum, joining the movement, posting life stories), not many channels of direct intervention are avail- able, leaving open the question of the relevance of such campaigns in real life. Here we must stop and inquire into the power of these campaigns to rally support from the public they claim to represent. Given the channels used for spreading Jurnaluls Resistance Movement: the web page of the newspaper, YouTube, the petition page, and their potentially cascading effects, the number of people openly joining the Movement is quite low (3500 for the website, 200 for the petition in June 2010). In contrast, a movement on Facebook, Wake up! This is not your Romania!, begun by a private person, gathered 11.000 friends. Part of the explanation is in the medium the emotional involvement is lower on a socializing web- site, while another, perhaps more pungent, explanation resides in the fact that on Facebook no 172 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 172 Reconfigurations of the European Public Sphere 173 personalities were rallied, giving the members a feeling of belonging to a community of equals, rather than an exclusive club of illuminated citizens (Asecondary thread of analysis might elaborate on the topic from Bourdieus perspective of symbolic capital). Before giving a final sentence on the comparative irrelevance of such movements, one should ponder on the various constraints governing them. The finality condition and the thematization space of the campaign have both been questioned as heavily indebted to the interests of the media trust, preoccupied with recovering from the potentially dangerous blows of face loss during the presidential campaigns (see Ctlin Sturza in Observatorul Cul- tural, Values Crisis and Death of Culture as Marketing Tools). The commercial logic might have been forgiven, had the target not been missed: since the scope of issues was too broad and vague to allow precise identification of threats and enemies worth fighting against, rally- ing sizeable public figures to talk about the movement seems morally unacceptable, the dis- parity between the festive means (use of an anthem, among others) and the poor outcome being quite similar to putting on a fabulous upmarket carnival costume for a backstreet jig. It is not to be inferred that faire ressentir is any more blamable than faire savoir. Staging objectivity is, by and large, the privilege of the media, and successfully negotiating spectacular devices to generate credibility shouldnt necessarily lead to chastising media morality against pre-established norms of deliberative communication. Rather, we should see whether that par- ticular format contributes by means of specific scenic formulas, irrespective of their atypical dress to the build-up of a public issue (Beciu, 2009: 107). In this logic, the thematic con- struction, the staging of events and the deliberative mode are the tools of the journalist who is highly involved in the topic and who not only comments on events, but provokes them (Cha- raudeau, 1997: 140-143). And one cannot deny the relative novelty of all of the above tools in the Romanian public space. The cut-up and hierarchy of themes (the otherwise subdued inter- est in value construction and recognition amounts to general interest topic), the choice of delib- erative discourse (in a media space seemingly dominated by narratives) and the scenes chosen for mediation between publics (from the print newspaper to the online edition, from a TV sta- tions website to opinion platforms, from socializing networks to blogs) create a movement (to use the very name) whose potential for changing perspectives is not to be denied. The eclectic devices used in the campaign (militant vocabulary, use of mobilizing language to enphasize civic motivations and iminence of action, marketing logic through the promo- tion of hierarchies, dichotomies, cumulative effect of multiple channel use and employment of deliberative practices) tie in with the various facets of journalists involvement: as ideologists (at the forefront of fight against spoilers of true values), as civic actors (mobilizing the pu- blic), as authorities (on representative values), as average citizens (sharing the same experi- ences with the public), as teachers (of desirable behaviours). Journalists that assume all these roles have a certain vision of the public space and of the public. Mediation between various viewpoints is appropriated as a deliberative instrument (all the while, in media studies, <inter- pretative> would not equal the journalists unfounded subjectivity; deliberative [journalism], meaning interpretation constructed on the principles of mediation among several viewpoints and providing knowledge for the citizen-public Beciu, 2007: 8). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 173 5.6 The Construction of the Cosmopolitan Public While the work of such instruments in the practice of participative journalism in Romania is highly illustrative of the transformation of media discourse towards a more deliberative stance, one other change is important as well: the media construction of the public. Valuing the public as a gathering of cases and experiences, as a participative self-reflexive partner, works well with the idea of a cosmopolitan public sphere relying on self-conscious individuals. The choice of themes and the deliberative practices employed signal a preoccupation with individuals empowerment as creators of culture. Since the campaign is imbued with the issue of value recognition and revival which would lead to a better Romania, one might wonder whether this campaign does not display, at the most, the very opposite of cosmopolitan value formation. Can a campaign aimed at cultivating communitarian values be an instrument for universalist reflexivity? And what qualifies the term cosmopolitan by which we choose to define the new identity of the public? Going back to the hypothesis of this analysis, do deli- berative practices work up the cosmopolitan sensibilities of the active public? Irrespective of the low turnout of the public in Jurnaluls campaign, the use of an interac- tive medium (the online forum) creates the stage for dialogue and empowerment. Although not all readers posts make the front page, their proximity with journalists and personalities arguments not only democratizes this virtual agora, but also multiplies perspectives on the issues under debate. By laying open the question of values representativeness, the media offer the public the possibility to acquire moral authority as producers of meaning. The voli- tional act of joining a movement and posting comments takes the readers to a higher level of autonomy. One might claim that this autonomy is quite limited, given the journalists inter- vention in selecting front-page posts. However, the possibilities offered to the public at large (of reading both front and back page posts together with more qualified opinions) amount to the creation of an environment where production of meaning is accompanied by negotia- tion of meaning. In this respect, the public comes to acquire cosmopolitan traits. Emancipa- tion from traditional perspectives on values is what results from debating their representa- tiveness, be such perspective only an enrichment or confirmation of traditional thought. Awareness of the axiological imbuement of actions, on the one hand, and of the universal validity of local values, on the other, means internalizing a global perspective. The short answer to the above questions would be that all reflection on value revival may be a first step towards such high education. This attempt at giving a higher meaning to realities, at putting aside the degraded national environment and immediate political concerns for an alternative agenda of cultivating universalist values is in tune with what is required of cos- mopolitans. Alocal context does not revoke universalist propensity; nor can universalist sensi- bilities be devoid of local meaning. A critical appraisal of current affairs, given the chance of deliberative devices lending it a voice (and potential public action) might well serve the pur- pose. In defense of this view we might summon Chouliarakis elegant solution of a similar dilemma: since Western public life offers a narrow repertoire of participatory positions for the ordinary citizen (a fact made clear before by Boltanski), it is hard to account for the way in which transnational flows of visibility actually cultivate a beyond the nation cultural res- onance among Western audiences. The way out is to relieve the public from its local bonds and see it as a symbolic act of cultural identity (Chouliaraki, 2006: 12). If we add the cosmo- politan potential of mediation, we have a double-fold contingency that rings true. 174 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 174 6. Conclusions It is high time to draw a conclusion on the media role in the construction of a cosmopoli- tan community through deliberation and value redefinition. The study of the rise of a global public sphere allowing self-reflexive publics to define their identity is a fruitful track to follow in globalization studies. The publics agreeing on shared narrative frameworks and meanings become agents of cosmopolitanization. Globaliza- tion from below could shape a cosmopolitan society by creating a set of culturally significant practices, along with the legitimation of moral authority and definition of relations of power between actors. The development of global communication flows and the individuals access to means of self-expression encourage new forms of political and cultural engagement. Employing reflexive instruments in the mediation between communities and their narra- tives, the media can well be the scene needed for the build-up of a global public sphere. The mediating logic governing the mediapolis might lead to the creation of a moral public life. The dilemma laid before the media is how to negotiate between the consequences of media- tion (among which, the cosmopolitan identity) and public action. An analysis of the staging of an event as a public issue should reflect on the instruments employed by the media (the themes and experiences brought forth), the symbolic sphere (val- ues, opinions, stereotypes, emotions), the mediation practices between the social identities, the imaginary communities built on the basis of shared narratives and cultural standing. The con- struction of a cosmopolitan perspective invites comment on the ethical choices opened to the public by the media. The mediation between the political and cultural allegiances of the public is one of the instances encouraging the idea of media as the frame of choice for forging a cos- mopolitan perspective. 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On the Rise of the Mediapolis, London: Polity. 176 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 176 Reconfigurations of the European Public Sphere 177 35. Smith, A. (2000/2003) Towards a Global Culture?, in David Held and Anthony McGrew (eds.), The Global Transformations Reader: An Introduction to the Globalization Debate, Cambridge: Polity Press. 36. Steger, M.B. (2007). Globalization and Ideology, in George Ritzer (ed.). The Blackwell Companion to Globalization, Malden: Blackwell Publishing. 37. Sturza, C. Criza Valorilor i moartea Culturii ca instrumente de marketing [Values Crisis and Death of Culture as Marketing Tools], Observatorul Cultural, http://www.observatorcultural.ro/Criza-Valo- rilor-si-moartea-Culturii-ca-instrumente-de-marketing*articleID_23182-articles_details.html 38. Thompson, J. (2000/2003). The Globalization of Communication, in David Held and Anthony McGrew (eds.), The Global Transformations Reader: An Introduction to the Globalization Debate, Cam- bridge: Polity Press. 39. Tomlinson, J. (2000/2003). Globalization and Cultural Identity, in David Held and Anthony McGrew (eds.), The Global Transformations Reader: An Introduction to the Globalization Debate, Cam- bridge: Polity Press. 40. Tomlinson, J. (2002). Globalizare i cultur [Globalization and culture], Timioara: Amarcord. www.jurnalul.ro www.miscareaderezistenta.jurnalul.ro www.petitieonline.ro www.realitatea.net www.voxpublica.realitatea.net Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 177 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 178 What Makes the European Public Sphere Still a Prospective Project? Elena NEGREA* National School of Political and Administration Studies, Bucharest, Romania Abstract: This paper seeks to critically examine the required conditions for the emergence of a Euro- pean public sphere. The topic is one of the most intensely discussed among scholars who have expressed their interest for both the development of the widely used concept of the public sphere, and the political and social mechanisms underpinning the function of the European Union. I shall try to evaluate here the prospects for the emergence and consolidation of a European public sphere by taking into account the crite- ria that Habermas used to establish his model of the public sphere. I shall refer in more detail here to the rational critical discourse, a condition that Habermas considered to be crucial for the development and, more importantly, the consolidation of the public sphere. Although the scope of this paper is somehow limi- ted to a habermasian view of how a public sphere should look like, I consider that a historical approach to the concept may shed some light on the uses and misuses of its contemporary transformations. Keywords: Habermas, identity, legitimacy, rational critical discourse, European public sphere 1. Some Insights Into the Concept of Public Sphere In light of the recent debates over the (social, political or communicational) future of the European Union, the concepts of public sphere and, more specifically, European public sphere have gained significant ground in the literature on the European Union as well as in the published views on future implications on the development of the Union triggered by the integration process. As expected, many of the authors have started their analyses on the emergent European public sphere from the historical approach to the public sphere pro- posed by Habermas in his classical book, Structural Transformation of the Public Sphere. How far these views on the European public sphere have gone from the original concept, remains to be seen. Irrespective of the distance at which they placed themselves from the habermasian view of the public sphere and its modern transformations, almost every propo- sal of what a European public sphere should be has reconsidered a least three of the essential * Contact: elena.negrea@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 179 components of the model described by Habermas. These key elements of the public sphere are: the rational-critical debated it nurtures, and which, at the same time, feeds it; the public as a critical judge of the public affairs; and the potential of the public sphere to reflect and reshape interests and identities of the participants to the public debate. From a chronological point of view, the public sphere is a concept that acquires substance in the eighteenth century. At that time, literary journals and periodicals flourished and educat- ed people discussed the subjects presented in these publications in salons and coffee houses. Habermass historical investigation of the concept revealed that it was the emergence of the literary public sphere that had made possible the apparition of the expression public sphere, which was inexistent in the seventeenth century vocabulary. The literary public sphere of the eighteenth century replaced the obsolete representative publicity only to transform itself into the political sphere in the public realm. This was the last metamorphosis of the concept before it became the bourgeois or liberal public sphere. This reshaping of the public sphere that took place in the nineteenth century was linked to the invention of the bourgeois constitutional state (Habermas, [1962]/ 1989). Despite the criticisms drawn by historians and scholars in political theory and political philosophy 1 , the historical examination of the public sphere helped Habermas grasp an understanding of the evolution of the category of publicness. The classical distinction between public and private, functional in the ancient Greece, has been replaced by another division adapted to the new type of societal organisation. Thus, on the one hand, the public gathered private individuals who join in debate of issues bearing on state authority (Calhoun, 1992: 7); this category acted as a counterpart to public authority. The pri- vate, on the other hand, related to the family, the economy or the society; it was conceived as the realm of freedom that has to be defended against the domination of the state (Calhoun, 1992: 7). In the contemporary world, the separation between public and private has faded, as the increase of consumer interests and the massification of culture have contributed to the jel- lification of the society. In fact, one of the key shifts in the structural transformation of the public sphere is the loss of the distinction between the two notions. But Habermas is not entirely pessimistic with regard to the development of a strong pub- lic sphere in the modern world. Furthermore, he believes that in the mass democracies of the twenty-first century, public deliberation and communication constitute a powerful course of legitimacy. Habermas notes that the function of the communicational infrastructure of a democratic public sphere is to turn relevant societal problems into topics of concern, and to allow the general public to relate, at the same time, to the same topics, by taking an affirma- tive or negative stand on news and opinions. Over time, these implicit attitudes coagulate to constitute public opinion, even though most citizens do not send public messages beyond voting or non-voting (Habermas, 2006: 36). 180 Globalization and Changing Patterns in the Public Sphere 1 A collection of essays edited by Calhoun (1992) shows a wide range of critical approaches to Haber- mass work. The reactions touch the factual foundations of some of the claims presented in the book (such as the economic and political history of the bourgeoisie or the development of the publishing industry), the overemphasis on the degeneration of the modern mass public or the disregard of the role of women in the public sphere. Habermass attempt to answer his critics was also included in the volume (see Further Reflec- tions on the Public Sphere). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 180 The public sphere is intrinsically related to the existence of a genuine public communica- tion that would spur the development of a functioning discourse on issues of public interest. Public discourse (or what Habermas later calls communicative action) and public participa- tion are the two key elements, which taken together ensure the crystallisation of an authentic public sphere. The connection between the two seems to be stronger than one would have thought. The constitution of the public sphere in a democratic society depends both on the quality or form of the rational-critical discourse and the quantity of, or openness to, popular participation (Calhoun, 1992: 4). However, Habermass analysis of the modern transforma- tions of the category of the public sphere has revealed a paradoxical situation: apparently, the expansion of participation (i.e. the continuous enlargement of the public sphere to include more and more people) has led to a decrease in the quality of discourse. Public debate was supposed to transform voluntas into a ratio that in the public compe- tition of private arguments came into being as the consensus about what was practically nec- essary in the interest of all (Habermas, [1962]/ 1989: 83). The Latin words used to refer to will and reason, respectively, are crucial for the model of the public sphere put forth by Habermas. The debate stimulated by the functioning public sphere should reflect the triumph of arguments over emotions and that of the general interest over the fluctuant particular interests. Although nowadays it may seem difficult to obtain, especially in a conglomerate such as the European Union, the general consensus over the topics that should be addressed publicly, through communication and deliberation, is essential to the very existence of the public sphere. One of the very harmful situations that could affect the public sphere is the accumulation of particular, subjective interests, which people who hold them try to promote as matters of general interest. In such a situation, the future of deliberation and of the public sphere as such is put in jeopardy. The dissolution of the public sphere would come naturally. The members of the public sphere would lose their common ground because of the disinte- gration of the notion of general interest and the growth of the consumption industry. As a result of the increasing orientation towards consumption, the public has been split apart into minorities of specialists who put their reason to use non publicly and the great mass of con- sumers whose receptiveness is public but uncritical (Habermas, [1962]/ 1989:175). Due to the immixture of peoples personal interests with those matters of common con- cern, the category of public as such has been set back, because the very idea of the public was based on the notion of a general interest sufficiently basic that discourse about it need not be distorted by particular interests (Calhoun, 1992: 9). Three very important features of the public sphere have been lost because of peoples incapacity to separate general interest from their particular voluntates: a) the essence of the public, b) the quality of the discourse and c) the practice of the rational-critical debate on an issue. Without a discourse, there is no public sphere, no symbolic place where people make public use of their reason (Haber- mas, [1962]/ 1989: 27), no agora where private people have come together as a public. Literature on the public sphere largely uses a spatial metaphor to refer to a notion that cannot be confined to spatial boundaries (Calhoun, 2004), whereas this is a phenomenon that derives its life from conversation and discourse. The public sphere really exists only in and through communication. Public communication involves not only sharing what the partici- pants to the process already know or think, but it also favours the reshaping of peoples Reconfigurations of the European Public Sphere 181 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 181 beliefs and knowledge as a result of the use of reason to govern the discursive exchanges. Therefore, the public sphere is not a setting where fully-formed identities, interests, beliefs work together to bolster the debate over matters of public concern. It is, however, a symbol- ic encounter place where people set aside their private interests and identities in favour of the preservation of the rational critical discourse. Having set up the framework for my analysis of the European public sphere, I turn now to investigation of the possibility for the existence of such a European arena of public debate. I admit that I have adopted a rather pessimistic tone in my paper I consider that, at least so far, the so-called European public sphere has failed to meet the requirements of a genuine public sphere (at least, Habermass criteria). However, I do not want to discard here the mer- its of any efforts to create a European public sphere. The question is this: if these high stan- dards determine the functioning of the public sphere, would it be possible for a European public sphere to reach and, at the same time, to maintain them? 2. Three Models to Explain the Emergence of a European Public Sphere The development of a European public sphere whichever position one may adopt in con- ceptualising this space of communication seems to be rather difficult to account for in habermasian terms. The greatest challenge in explaining the necessity for such a symbolic construct to tie in with the communication within the EU comes from the very nature of this supranational structure. Since the European Union is neither a state nor a nation, ascribing it a public sphere may seem uncanny. The concept of the public sphere belongs to the logic of the nation-state. The members of the public sphere are supposed to watch over the legitimacy of the actions taken by the state and the government. To this sense, the public sphere should be closely related to a sovereign power (Fraser, 2007). The people acting as voices in the arena are empowered, to ensure that the state takes into account the will expressed by the citizenry and, at the same time, it is their responsibility to hold accountable the officials who neglect that will. Perhaps this explanation would seem a bit too simplistic to a reader in search for an encompassing definition or model of a European public sphere. Let me elaborate some more. The very challenge is not to dismiss the possibility of a European public sphere, but to search for the idea of the public sphere that best fits the specificity of the European Union (Fossum &Schlesinger, 2007). So far, the results of such a search have led to the shaping of three models of the European public sphere that have attained a certain visibility among the academics preoccupied with this topic. These three theoretical approaches to what the Euro- pean public sphere should be constitute a point of departure for future research on the topic or on related issues. Despite the growing popularity of these three models, there is quite a heated debate as to whether the European public sphere is a void concept or not and, if it is not, how it could be materialized into a helpful construct. I shall briefly present here the models that propose three distinct ways of conceptualising the European public sphere. The first model is the most intuitive and the least original. It states that the European public sphere should reproduce the national public sphere at the European level (Lingenberg, 2006). According to this model, a common European-wide public sphere 182 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 182 could develop if some conditions are to be fulfilled. In order for a European public sphere to repeat the national public sphere in content and form, there is a pressing need for a common media system, a common language and, overall, a European identity that ensure an accurate reception of the subjects discussed all over the European Union. As reality has shown us so far, this is rather unlikely to happen. Attempts have been made to consolidate a European media system 2 (e.g. Euronews, Eurosport or the newly created portal presseurop.eu; for a discussion on the potential of these media to consolidate a European deliberative arena, see Bargaoanu, Negrea & Dascalu, 2010), but they have resulted in failure so far. The second approach seeks to view the European public sphere as the consequence of the Europeanization of the national public spheres. What makes this approach interesting is the idea that topics pertaining to European affairs should also be covered in national media, but they should be evaluated from a European, not a national perspective (Kunelius & Sparks, 2001). This is the model that brings forward the importance of a solid discourse of the EU, and of distinguishing between EU-issues and national issues and covering the former sepa- rately in the national media. The current image of the coverage of EU-issues across the national media shows that topics on the EU and EU affairs are discussed predominantly from a national point of view. It would seem, thus, that this model does more justice to the ideal of creating a European public sphere than the one previously presented did. Furthermore, some think that the Europeanization of national public spheres may be the only successful way in which a European public sphere could be brought to light (Bruggemann, 2005:2). Finally, the third approach to the development of a public sphere within the EU seems to have gained the majority of sympathies. This view sees the emergence of the European public sphere as a consequence of the segmentation of publics. This model explains the continuing transformation of European publics to keep pace with the ongoing variation of the issues on the EU debated in national media. Therefore, the European public sphere would consist of an ensemble of issue-oriented publics (Lingenberg, 2006: 123). This model is intrinsically connected with media reporting and analysis on EU issues. The existence of issue-oriented publics that form the European public sphere is determined by the need that EU-issues be simultaneously reported, analysed and debated in various media across Europe. Furthermore, the information transmitted has to be decoded using the same schemes, and any interpretation has to use same relevance criteria (van de Steeg, 2002; Risse, 2003). Therefore, in order for an EU-issue to cause public debate that supports the consolidation of the European public sphere, it should gain the same level of attention across all the member states of the EU. This is another way of saying that the crystallisation of a public sphere within the EU is merely a form of transnationalisation of the public sphere. Despite the beautiful arrangement that the supporters of this model have described, they have pushed the discussion on the European public sphere on slippery ground. No matter how appealing the concept of transnational pu- blic sphere might be, from the perspective on the public sphere endorsed by Habermas, this expression is quite oxymoronic (Fraser, 2007). Reconfigurations of the European Public Sphere 183 2 Efforts have been made to set up a pan-European media, to include newspapers (such as The European) and TV channels (such as Europa TV). This initiative has been dismissed due to language barriers and lack of demand (Kevin, 2003). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 183 3. Why the European Union Does Not Yet Have a Fully-Fledged Public Sphere The brief outline of the most influential three models of the European public sphere, which almost any piece of Euro-literature reports on, allows me to move forward and reflect on the places that the habermasian key concepts of public, general interest and rational debate occupy in these views of the public sphere within the European Union. Although I have already stated that I am rather pessimistic about the actual functioning of the European public sphere, there might be some better prospects ahead. If the search for a definition of the European public sphere had been a lottery, I would have bet on the second model. The Europeanization of the national public sphere by means of disentangling the EU-related topics from the national per- spective used to cover them in the media is the only model that, so far, proposes a view of the European public sphere situated at a safe distance between the requirements of the classical habermasian model and the particularities of the area to which this public sphere is attached. Despite this promising vision of a functioning arena of lively debate within the EU, to state that a European public sphere currently exists would be unwise. The very idea of a genuine arena for rational debate within the diverse and (currently) troubled European Union is sur- rounded by many doubts. In what follows, I shall try to inventory some of the main reasons for which the European public sphere is still a prospective project, and not a reality. My analysis will focus on theoretic assumptions and conceptualisations rather than empirical evidence. The Lack of a (European) Public So far, there is little evidence that such a category as a European public exists. There is a category of public related to the EU, but it is not referred to as a European public since it is mainly formed by the EU Commissioners, civil servants or other professionals working within the EU institutions. Ordinary people of the member states are rarely directly touched by mat- ters discussed at the European level and, in many of the cases, they do not even care about such issues (Wilson & Millar, 2007). Since the number of debates over the future of the EU has gradually grown, the issue of a better and stronger communication with the European citizens became an overtly assumed objective of the EU. In a speech delivered in 2000 at the Humboldt University in Berlin, the former foreign minister of Germany, Joschka Fischer, pleaded for the establishment of a European federation and stated the reasons for which the EU needs a consti- tution that helps it find the right balance between a Europe of nation-states and a Europe of the citizens. The project of the constitution has been initiated, but unfortunately for its sup- porters it was abandoned after the powerful non and nee it received in France and the Nether- lands, respectively. Beginning with 2005, the year of the rejection of the EU constitution project by the citi- zens of two of the most important members of the Union, the initiatives to bring the citizens closer to the EU have multiplied and intensive discussions on dialogue, debate and delibera- tion, as well as on communication with the people, have occupied much space in the online arena (forums, blogs, portals have been created in order to encourage people to express their opinion and to facilitate public debate on EU-related issues). 184 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 184 Despite the significant effort made by officials of the EU to set up a communication arena in which matters of public interest be debated by the citizens, the results show that peoples interest in such endeavours has been lower than expected. Not only have the EU-related issues only slightly made it to the public agenda, but they have been greatly overcome by discussions on national-related issues. Furthermore, there is still room for discussion on the nature of the EU-related issues that may be put under scrutiny in the public sphere. Follow- ing their examination of a wide range of EU-related texts and conversations, Wodak & Weiss (2005) reported a list of recurring topics in these texts. Those topics gave rise to discourses on unemployment, European identity, attitudes towards EU Enlargement and on multilin- gualism or language policies (2005: 128). Most of these are easily cast into shadow by to- pics reflecting national or global-related issues (such as environment and climate change, threat of terrorism, economic development, socio-economic gaps, etc.). While the theory on the emergence of a public sphere where EU-related issues are discussed may have looked promising, in practice it has failed to deliver. People have shown little interest in such issues as Europe identity and multilingualism, to name but two of the topics mentioned above. Thus, attempts to form a public of citizens who willingly participate to public debates on European affairs have failed. So far, it seems that citizens of the EU involved in public commu- nication and deliberation are mainly concerned with topics addressed from a national rather than a European perspective. Furthermore, the economic and financial crisis has favoured debates over national-related issues, such as the loss of jobs, the decrease of incomes, the response-to- crisis measures taken by the governments, the consequences of the crisis on the education and health systems, etc. Since these topics are deeply connected to the national realities of the mem- ber states, the EU has not been too present in such debates. This should not surprise us, since, apparently, public perception and understanding of the EU are hardly separated from a national perspective (Galasinska & Galasinski, 2007). News on the demise of the nation-state have been greatly exaggerated; as the recent situation in Greece has shown, the instinct of national (indi- vidual) welfare has exceeded the instinct of a (manifested) European solidarity. Again, Joschka Fischer somehow foretold such a behaviour of the citizens of the EU (and his words below pre- dicted not only peoples response to the financial and economic crisis in Greece, but, more importantly, the response of the EU institutions, as well): The nation-states are realities that cannot simply be erased, and the more globalisation and Europeanization create superstructures and anonymous actors remote from the citizens, the more the people will cling on to the nation- states that give the comfort and security (www.ena.lu/speech_joschka_fischer_ultimate_objec- tive_european_integration_berlin_12_2000-2-17984). To sum up, there is little evidence to attest to the existence of a public sphere, in Haber- mass understanding of the concept, in which European issues are addressed by a public formed of citizens of the member states who either acknowledge the legitimacy of the initia- tives taken by the EU or who hold EU officials accountable for their actions. The Undefined European Identity, or What is it Like to Be a European? The question of the European (collective) identity has been a problematic issue that many scholars have tried to solve. Solutions and formulae to define the European identity have been put forward. Nonetheless, there is no agreement yet on the form that the European identity Reconfigurations of the European Public Sphere 185 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 185 should take. Furthermore, recent transformations within the EU (e.g. the successive Enlarge- ment waves in 2004 and 2007, the debate over Turkeys accession or the pressure on the Euro- zone triggered by the economic and financial crisis) have largely fuelled the considerable industry of research on whether there is or there will be a European identity. Recognition of the importance of the European identity is not new. It has been always attached to the ongoing growth of the EU. As long ago as the 70, the high officials of the then nine members of the EU met at the Copenhagen summit and issued a document entitled Declaration on European Identity. Adefinition of the European identity as it was conceived by the nine member countries would involve the following three aspects: 1) re-examining the common heritage, the interests and the special obligations of the member states within the EU, 2) taking into account the dynamic nature of the European unification and 3) deter- mining the extent to which the (nine) member states collaborate in relation to the rest of the world. Thus, according to the heads of state or government gathered in Copenhagen in 1973, a definition of the European identity should be intimately tied to the coordination and development of the member states (Wilson & Millar, 2007). This view supports to a certain extent the idea that the European identity is pragmatically built. Europe and the EU should be treated separately, despite the (too much) freedom applied to their interchangeabil- ity. The two ideas can be understood in a myriad of ways, and both embody ideas that are socially and discursively constructed. Furthermore, both ideas bear a multiplicity of mean- ings and both are context sensitive. Lately, while not conterminous, Europe and the EU have blended in peoples minds as a sense of what Europe is. To a certain extent, this is a consequence of constant efforts of the EU to develop a collective (European) identity and to advocate the expansion of the we-feeling beyond the boundaries of nation-states (Erik- sen, 2009). In spite of this concern, peoples reaction to the EU and its benefits still pays tribute to the pragmatic, personal needs. A shared idea of Europe, a sense of Europeness, become attractive when it manages to solve peoples own problems: e.g. immigrants need for a citizenship (or residence), farmers need for a regulated market, merchants need for protective trade laws, etc.). Therefore, a pragmatic, need-based idea of European identity seems to overcome a more sophisticated, value-based approach to what belonging to the EU might mean. There is little doubt that, at least nowadays, people value highly the practical benefits that the EU brings them, more so than the emotional and symbolic elements associ- ated with it. I believe that, contrary to how people relate to their national identity, the banal assimilation of everyday symbolism and categorizations (Schlesinger, 2007: 71) is much less important for their identity as European citizens (flags, anthems, national/ Europes day, distinction between EU-related news and home news, etc.). Irrespective of the way in which it has been framed, the European identity or identities (Wodak & Weiss, 2005), has been intrinsically connected to the emergence of a European public sphere. Some even say the prospects of the European public sphere are rendered rather bleak by the absence of a collective identity (Eriksen, 2009). This may sound bizarre to someone who tries to examine the concept of a European public sphere from a haber- masian perspective. As Habermas himself remarked in his work, the public sphere should be a communication arena where actors reason about matters of general interest. There is no room for emotions, collective identities or symbolic values to be displayed and acted upon in such a place. While this may be the case for a national public sphere, this argument seems 186 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 186 not to hold anymore when referring to the EU. Let us suppose that a genuine European pub- lic sphere would greatly contribute to the reduction or even elimination of the democratic deficit that the EU is insistently charged with. This is why a way must be found to cope with the problem of the collective identity, as it lingers and represents a barrier to the develop- ment of a general public (Eriksen, 2009: 124). A Shared View of a Common (European) Good Ideally, a functioning European public sphere should bring together private citizens of the EU who publicly deliberate and decide about affairs of common interest. Matters of par- ticular concern are set aside while the citizens forming the European public scrutinize the matters of general interest. In Habermass view, discourses inspired by personal interest abound in uncritical arguments, which, in most cases, make them profoundly flawed. The interests of those who publicly discuss EU-related issues are discursively judged with respect to their generality and universality (Eriksen, 2009). Habermas hopes that a genuine public sphere will give rise to a rational agreement between citizens and the state, which ultimately would reinforce the democratic society. He describes a model of the public sphere where access is limited to citizens who are well- equipped to contribute to the public communication and deliberation on matters of general interest (at the same time, these citizens must be capable to determine the content of the general interest in a certain period of time). This is a precaution that the German philoso- pher takes in order to keep the public discourse from being distorted by disqualifying diver- sity of interests and of identities. Thus, Habermas proposes an account of how actual social inequality might be kept from disturbing the equilibrium of a sound public sphere, where only enlightened and equal (Eriksen, 2009) citizens could be active; those individuals fully formed in private who may communicate about public affairs (Calhoun, 2004). Would this ideal image of the construction and the function of the public sphere hold for the deliberative activity within the EU? My pessimistic feelings towards the European pub- lic sphere have already been disclosed to the reader. I do not wish to reiterate them. The doubts concerning the enthusiastic approaches to the European public sphere I hope to have risen in the previous sections of the paper should be sufficient to let the reader know that I do not embrace this eagerness. There are still a lot of aspects underpinning the functioning of a European public sphere that prevent it from being an arena of qualified debate over major European decisions. The difficulty of determining the category of European public or the exclusive pragmatic terms which ground European identity formation contribute to slowing the process of public deliberation on EU affairs. 4. Concluding Remarks Regardless of the strength of the arguments concerning the lack of necessary conditions for the emergence of a European public sphere presented in this essay, there is no doubt that the topic will further generate a considerable amount of writing. There are not only scholars and researchers in the field of communication, sociology or European studies who are interested in Reconfigurations of the European Public Sphere 187 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 187 this subject, but more and more EU officials and high representatives of the European Com- mission show growing enthusiasm for the idea of a communication arena for the public assess- ment of the European affairs. During a conference on EU communication held in Brussels, a high representative of the European Commission 3 has emphasised the idea that Europe should be brought closer to the citizens, so that a greater local impact of the European issues should be obtained, and that all these will help transform the EU into a lively democracy. One way to achieve such goals is to focus on the creation of a functioning European public sphere, where citizens can assemble and discuss EU-related public matters on the basis of a shared concep- tion of the general interest. Despite this ambition, this paper has attempted to show that, at least in theory, current pro- posals for the development of such a public sphere within the EU lack a few of the necessary crucial constitutive elements. Drawing my arguments from Habermass classical approach to the public sphere, I hope to have demonstrated that, to this point, there is a long way still to be covered until the required conditions for the functioning of a European public sphere are met. References 1. Brgoanu, A., Negrea, E., Dasclu, R. (2010). The Emergence of a European Public Sphere: An Analysis of Europes News Website www.presseurop.eu, Journal of Media Research, 6, 3-17. 2. Brggemann, M. (2005). How the European Union Constructs the European Public Sphere: Seven Strategies of Information Policy, TranState Working Papers, 19, 1-25. 3. Calhoun, C. (2004). The Democratic integration of Europe. Interests, identity, and the public sphere. http://www.eurozine.com/articles/2004-06-21-calhoun-en.html, retrieved on September 12, 2010. 4. Calhoun, C. (1992). Habermas and the Public Sphere, MIT Press. 5. Eriksen, E. O. (2009). The Un?nished Democratization of Europe, Oxford University Press. 6. Eriksen, E. O. (2007). Conceptualising European public spheres: General, segmented and strong publics, in Fossum, J.E., Schlesinger, P. (eds.). The European Union and the public sphere. A communica- tive space in the making? 23-45, Routledge. 7. Fossum, J.E., Schlesinger, P. (2007). The European Union and the public sphere: a communicative space in the making? in Fossum, J.E., Schlesinger, P. (eds.). The European Union and the public sphere. A communicative space in the making? 1-19, Routledge. 8. Fraser, N. (2007). Transnationalizing the Public Sphere.On the Legitimacy and Efficacy of Public Opi- nion in a Post-Westphalian World, http://eipcp.net/transversal/0605/fraser/en, retrieved on September 5, 2010. 9. Galasinska, A., Galasinski, D. (2007). Rejecting an identity: Discourses of Europe in Polish border communities in Millar, S. and Wilson, J. (eds.) The Discourse of Europe, 95-111, John Benjamins Publi- shing Company. 10. Habermas, J. [1962]/ (1989). The Structural Transformation of the Public Sphere. An Inquiry into a Category of Bourgeois Society, translated by Thomas Burger with the assistance of Frederick Lawrence, Cambridge: MIT Press. 11. Habermas, J. (2006). Why Europe Need a Constitution? in Rogowski, R. and Turner, C. (eds.) The Shape of the New Europe, 25-45, Cambridge University Press. 188 Globalization and Changing Patterns in the Public Sphere 3 Claus Sorensen, Director General for Communication, European Commission, during the panel debate Communicating on/ in Europe The Challenge of Proximity, 1st European Public Communication Con- ference, Brussels, 12-14 October 2010. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 188 Reconfigurations of the European Public Sphere 189 12. Joschka, F. (2000). From Confederacy to Federation Thoughts on the finality of European integra- tion, Speech delivered at the Humboldt University, Berlin, http://www.ena.lu/speech_joschka_fischer_ulti- mate_ objective_european_integration_berlin_12_2000-2-17984, retrieved on September 20, 2010. 13. Giorgi, L. von Homeyer, I., Parsons, W. (2006). Democracy in the European Union. Towards the emergence of a public sphere. Routledge. 14. Kevin, D. (2003). Europe in the Media. A Comparison of Reporting, Representation, and Rhetoric in National Media Systems in Europe, London: Lawrence Erlbaum Associates. 15. Kunelius, R., Sparks, C. (2001). Problems with a European Public Sphere, The Public, 8, 5-20. 16. Lingenberg, S. (2006). The audiences role in constituting the European public sphere. Atheoreti- cal approach based on the pragmatic concept of John Dewey in Carpentier, N. et al. (eds.) Researching media, democracy and participation, 121-132, Tartu: Tartu University Press. 17. Risse, T. (2003). An Emerging European Public Sphere? Theoretical Clarifications and Empirical Indicators, http://www.polsoz.fu- 18. berlin.de/polwiss/forschung/international/atasp/publikationen/4_artikel_papiere/22/index.html, retrieved on January 5, 2010. 19. Schlesinger, P. (2007). Afragile cosmopolitanism. On the unresolved ambiguities of the European public sphere in Fossum, J.E., Schlesinger, P. (eds.). The European Union and the public sphere. A commu- nicative space in the making? 65-85, Routledge. 20. van de Steeg, M. (2002. Rethinking the Conditions for a Public Sphere in the European Union, European Journal of Social Theory 5(4), 499519. 21. Wilson, J., Millar, S. (2007). Introduction in Millar, S. and Wilson, J. (eds.) The Discourse of Europe, 1-16, John Benjamins Publishing Company. 22. Wodak, R., Weiss, G. (2005). Analyzing European Union discourses: Theories and applications in Wodak, R. and Chilton, P. (eds.) A New Agenda in (Critical) Discourse Analysis, 121-135, John Benjamins Publishing Company. 23. *** (1973). Declaration on European Identity Bulletin of the European Communities, 12, 118- 122, http://www.ena.lu/declaration_euro 24. pean_identity_copenhagen_14_december_1973-2-6180, retrieved on October 10, 2010. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 189 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 190 Lage de la conjonction. Images de la mondialisation, images de lEurope Grigore GEORGIU* cole Nationale dtudes Politiques et Administratives, Bucarest, Roumanie Rsum : La mondialisation est dfinie souvent par un set dimages expressives qui nous aident com- prendre dune manire intuitive la complexit de ses aspects. LEurope, dans sa nouvelle configuration institutionnelle, est aperue elle mme travers un complexe dimages comme une mosaque dtats et nations. Limage de la mondialisation voque une srie de termes appartenant la mme famille sman- tique: liaisons, interdpendances, connexions, rseaux, interfrences, dialogue, communication. Tous ces termes prsupposent lide de la conjonction. LEurope sest engage dans un ample processus dintgration, qui se droule sous le signe de la con- jonction. Pour mieux comprendre ce processus jai propos le concept de paradigme conjonctif. Jai cherche des arguments pour cette ide et, dans ce sens, jai mis en question certains modles thoriques et images labors par les penseurs europens et roumains sur le rapport entre europen et national. Mots-cls : mondialisation, identits, images, lEurope, paradigme conjonctif 1. Introduction Nous nous sommes habitus invoquer la mondialisation comme un systme de rfrence pour expliquer et interprter divers processus et phnomnes caractristiques du monde actuel. Le thme de cette confrence est aussi une illustration de cette tendance dont je parle. On peut dire que la mondialisation influence, dans des proportions diffrentes, toutes les sphres de lactivit humaine. Conformment plusieurs approches, la mondiali- sation est mise, quelque fois juste titre, dautre fois tort, dans des relations de causalit avec tous les processus qui changent notre vie. Mais par mondialisation (id. est: globalisa- tion) on entend tant de choses et on opre avec des images diffrentes sur celle ci. Je vais en rappeler quelques unes. On dit souvent que la mondialisation a chang le monde. Cest bien tort pourtant de simaginer quil sagit dun facteur unique, singulier, tout-puissant. La mondialisation est un terme commun travers lequel on envisage un complexe de facteurs et conditions qui se sont * Contact: grigore.georgiu@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 191 accumuls dans une priode historique courte. Ces processus ont chang graduellement tous les lments de notre vie et, par un effet de multiplication, ils nous ont impos des modes et styles de vie nouveaux, en changeant nos reprsentations sur le monde. Dans une reprsentation schmatique, je considre quil faut avoir en vue ce triangle des forces qui agissent en synergie: la mondialisation, la rvolution dans la sphre des technolo- gies dinformation et de communication (NTIC) et lamplification de la communication interculturelle. Evidemment, il ne faut pas oublier les autres changements, tels que ceux dordre gopolitique, si spectaculaire et imprvisible. Cest pourquoi, il faut voir la mondial- isation dans une connexion troite avec tous ces processus, parce quils sont solidaires et profondment interdpendants, dans le plan de la vie relle aussi. Dans ce texte je voudrais approcher deux aspects qui concernent: 1) les images avec lesquelles nous vont oprer quand nous nous rapportons la mondialisation et 2) les reprsentations avances par les thoriciens pour la configuration future de lEurope. Un fait me semble symptomatique: toutes les images sur la mondialisation et, implicitement, sur lEurope, restent sous le signe de la conjonction, que nous rencontrons dans des formulations et hypostases linguistiques diverses. Dans un sens plus gnral, on peut considrer la conjonction comme un signe du temps et un trait dfinitoire du monde actuel. LEurope a choisi comme slogan et signe distinctif le rapport entre unit et diversit. Cest un rapport constitutif de la condition humaine. Il peut tre projet sur toute la surface de lexistence humaine et prend des formes historiques diffrentes. Les disciplines sociales et historiques ont assimil en profondeur lide de lunit en diversit de lhumaine. Lim- portant cest la manire dont on dchiffre et on comprend la conjonction entre unit et diver- sit. On trouve ici une clef pour diffrencier les paradigmes et modes de pense, y inclus les attitudes qui regardent les rapports entre europen et national. 2. La mondialisation comme une imago mundi La mondialisation est un concept ayant une vocation intgrateur et une fonction stratgique pour les sciences sociales actuelles. Ce concept a envahi les analyses gopoli- tiques et conomiques ddis au monde contemporain, il est devenu un terme utilis jusqu la saturation dans les discours politiques et mdiatiques. Comment est-ce quon peut com- prendre mieux le processus de mondialisation? Quelles analogies nous aident le conceptu- aliser et reprsenter? Les approches thoriques partent dune certaine reprsentation du monde actuel, o les facteurs de causalit et de conditionnalit sont pris en inventaire, ensuite additionns et envelopps dans le concept de mondialisation, et les consquences sont distribues ensuite sur la surface de la vie sociale et sur ses diffrents niveaux. Ce con- cept porte plus sur le contexte et moins sur les contenus; il a en vue un nouveau type de rela- tions entre les entits du monde (conomies, marchs, socits, tats, cultures, organisations, groupes, individus). Les thoriciens utilisent une gamme vaste de synonymes provenant de la mme zone smantique: interactions, connexions, liaisons, interdpendances, rseaux, compression de lespace et du temps, simultanit, synchronisation, contexte unique. Pour dcrire la complexit de ce monde, les thoriciens ressortent souvent des images expressives pour synthtiser leurs ides, leur vision et leur perspective dapproche. Ces images 192 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 192 Reconfigurations of the European Public Sphere 193 sont des mtaphores pistmologiques (selon Umberto Eco), des cartes mentales simplifies qui retiennent seulement des repres et indicatifs relevant pour que nous puissions nous orien- ter dans un territoire sociopolitique gomtrie variable, instable. Dans cette hypostase se trou- ve aussi lide de mondialisation que nous utilisons souvent comme une imago mundi, comme une macro-mtaphore pour suggrer les connexions multiples du monde, la texture des fils et noueux, des liaisons et rseaux innombrables o nous menons notre vie. Lide de village global, formule par Marshall McLuhan il y a une cinquantaine dannes, prend dans notre esprit les valences dune telle image du monde. McLuhan a anticip la configuration nouvelle du monde postmoderne ayant en vue les effets cumulatifs engendrs par les nouveaux moyens de communication sur la vie sociale et sur lunivers culturel. Le village global est une image plus adquate pour le monde actuel que pour le monde divis du point de vue idologique et politique de la priode de la guerre froide, quand lauteur canadien crivait ses penses. Limage du rseau est prsente aussi dans dautres mtaphores de la globalisation. Par exemple, le neurologue isralien Jean Askenasy considre que la globalisation reprsente ltape de la maturit de lhumanit, partir de lide quon peut faire des analogies entre la croissance en complexit du cerveau humain, par la multiplication des synapses, et les phases parcourues par lvolution de lhumanit. Selon lui, les performances du cerveau humain sont directement proportionnelles avec le nombre des synapses, cest dire le degr dinterconnexion des neurones (apud Munteanu, 2007). Les synapses sont des conjonc- tions. Si les performances du cerveau dpendent de la capacit des neurones de communi- quer entre eux, de mme les performances adaptives de lhomme devraient crotre en mme temps avec lintensification de la communication interculturelle. Ainsi, dans un sens mtaphorique, on peut regarder la globalisation qui a multipli les synapses entre socits comme une image macroscopique du cerveau humain, dans sa complexit, image projete sur lcran de lhistoire universelle. Toute dfinition de la mondialisation implique lide de la conjonction. Elle voque lide de champ gravitationnel ou dinteraction distance, comme en Butterfly Effect: si un papillon bat ses ailes en Chine il y aura un orage New York. Dans un monde global, chaque part dpend de ses liaisons multiples avec les autres parts. Cest un monde solidaire, o un vnement local peut produire des modifications aux autres parts, et mme au rseau entier. Ainsi, nous nous sommes habitus regarder la globalisation comme une sorte den- veloppe du monde, une atmosphre qui entoure la plante et qui influence notre vie. Voila un tel tableau du monde actuel: Sur la plante sont jets des rseaux qui la serre comme sils voudraient la dfendre con- tre la dsintgration. Lun porte la communication instantane, un autre linformation sans limites, un autre envoie au systme financier bancaire et lconomie globale; un rseau porte sur lcologie, un autre renvoie aux institutions politiques et de scurit, de la problmatique commune, tous superposs sur lancien rseau des hommes de science et celui millnaire de lidal universel. Nous appelons lenroulement de la plante en voiles et filets mondialisation (Malia, 2001: 134). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 193 3. La mondialisation : limage de lexterieur et limage de linterieur Les images que nous utilisons pour nous reprsenter la mondialisation peuvent tre encadres sur deux niveaux, en fonction du systme de rfrence dans lequel nous nous plaons: lun intrieur et lautre extrieur. Dans le premier cas, le monde nous apparait comme un tout entier, un contexte unique, form par la multiplication des synapses, par interdpendances, rseaux, synchronismes, interconnexions. Cest un regard den haut, de lavion, quand nous voyons le monde enroul en filets, fils et nuds, entour par la mme atmosphre et soumis aux mmes champs gravitationnel. Les nouveaux moyens de commu- nications ont construit des rseaux efficaces pour cette interaction sans prcdent entre Etats, socits, nations, organisations et individus. De cette position, de lobservateur situ au dehors, nous voyons que la mondialisation conomique et les nouveaux mdia ont interconnect tous les coins du monde. Cette per- spective, par exemple, appartient aussi Thomas Friedman (2008), pour lequel la rvolution du domaine de NTIC et le systme mdiatique, vu comme un univers entier, ont aplatis le monde et ont construit une infrastructure de communication (un hard commun, une plate- forme on line), sur laquelle des individus, des groupes et dorganisations, des nations et dE- tats peuvent interagir et communiquer de divers coins de la plante. La deuxime image de la mondialisation cest celle de lintrieur, qui prsuppose une radiographie analytique des effets que ces changements ont produit dans la structure interne des socits, dans les relations sociales, la structure du quotidien, dans les modes de vie, dans les systmes des valeurs et dattitudes, dans les faons de penses, dans les pratiques sym- boliques et dans les diverses formes dexpression culturelle. Limage de lintrieur nous montre un monde htrogne, non unitaire, non uniforme, diversifi, vari, aux discor- dances, dsynchronismes, dcalages et ingalits conomique flagrantes. Ces aspects con- cernant le mlange des mondes, les synthses tranges entre le globale et locale, entre le moderne et le traditionnel, sont investigus avec passion et application par les thoriciens et de nombreuses recherches applicatives. Cest ici, dans limage de lintrieur quune srie daspects problmatiques sont visibles: la dissolution du tissu social et danciennes formes de solidarit, la relativisation des fron- tires entre la sphre politique et celle prive sous limpact du systme mdiatique (qui a colonis la sphre publique), la crise des identits culturelles construites dans la priode moderne, le processus de hybridation des cultures, la dterritorialisation du capital et la nou- velle vague de migration de la force de travail, lrosion et la fluidisation des identits dans le contexte de la mondialisation et le monde de lInternet. En rsumant, la premire image met laccent sur lunit, la deuxime sur la diversit. La premire image nous montre un monde unitaire, intgre, interconnect dans divers rseaux, solidaire et orient par des processus de convergence rayon daction globale, qui induisent, dans certaines couches de la socit, des phnomnes dhomognisation et uniformisation transculturelle. La deuxime nous montre un monde htrogne, diversifie a lintrieur, mar- qu de diffrences culturelles, politiques, sociales, conomiques, y inclus des conflits dor- dre civilisationel et gopolitique, comme soutient Huntington et beaucoup dautres theo- riciens et analystes. 194 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 194 Ces images diffrentes coexistent dans notre tte tant actualises, alternativement ou simultanment quand nous nous rapportons au monde actuel. Pour comprendre la complex- it du processus de la mondialisation il faut combiner toujours ses deux images, combiner lunit et la diversit, les convergences et les diffrences, lentier et les parties, le globale et le locale. De nos jours, on tmoigne dune interaction sans prcdent entre individus et socits, dune hybridation des modles culturels, des mlanges inattendus entre valeurs, ides, traditions, attitudes et comportements. Peut tre que les sciences sociales vont impos- er, au fil du temps, le concept de glocalisation, pour dfinir cette culture amalgame, qui prfigure les synthses futures, pour le moment incompltes, entre global et local. En opposition avec ce concept, George Ritzer a cre un terme nouveau, celui de groba- lisation (en partant du verbe to grow, croitre, augmenter), qui se rfre aux ambitions imprialistes des nations, corporations, organisations, etc., et leur dsirs, si non leur besoin de simposer dans diverses zones gographiques (Ritzer, 2010 33). Lauteur prcise que le nouveau terme est destin exprimer le fait que le nouveau contexte de la mondialisation offre un milieu favorable pour que certains acteurs importants (Etats, corporations transna- tionales, institutions bancaires, organisations non gouvernementales, etc.) largissent leur sphre dinfluence et de domination, lintention dobtenir une hgmonie globale. Dans cette vision, la mondialisation prsuppose deux processus opposs: a) glocalisa- tion, une interfrence (hybridisation, crolisation) entre le globale et le locale ayant comme rsultat une redfinition des identits et le maintient des diffrences; b) grobalisation, la ten- dance de domination et dhgmonie globale de certaines entits par lexpansion transna- tionale de certains codes et pratiques communs, de certaines instituions et modles dorga- nisations similaires (sous aspect conomique, politique, ducationnel, etc.). La grobalisation est associe aux tendances noimprialistes et nocolonialistes, la mac- donaldisation et lamricanisation des modes de vie, aux processus de convergences et homognisation culturelles sous la pression puissante de la culture de consommation et sur le plan des politiques conomiques aux thses nolibralistes concernant lEtat minimal et la capacit du march libre de sautoquilibrer. Un instrument efficace de cette homognisation culturelle est lextension plantaire de certaines cathdrales de la consommation (des malls, des restaurants fast-food, des casinos-htel, Disneyland, etc.), qui ont comme effet prvisible luniformisation des attitudes et des pratiques de consommation, lattnuation des diffrences culturelles, la dvalorisation et lannulation des identits locales. (Ritzer, 2010 : 33-39). En rsumant, nous pouvons parler de certaines similitudes entre les perspectives thoriques qui utilisent avec prdilection ce que nous avons appel limage de lextrieur de la mondialisation et le concept de Ritzer sur la grobalisation. Limage de lextrieur nous oriente vers le paradigme de la convergence culturelle, dans laquelle les phnomnes de syn- chronisation, isomorphisme et homogenisation nous apparaissent comme relevantes. Dans cette perspective, laccent tombe sur les ides dintgration et dunit, en invoquant des valeurs, des ides et attitudes communes, soit disant universelles. Mais dune analyse plus profonde, nous dcouvrons que ce paradigme, apparemment gnreux, est utilis comme une forme de lgitimation des tendances de domination et hgmonie gopolitique. Par contre, les thoriciens qui focalisent leur analyse sur limage de lintrieur de la mondialisation oprent avec le paradigme de glocalisation, tant rceptifs aux diffrences entre les socits et leurs diffrences lintrieur (de nature historique, thnique, religieuse, Reconfigurations of the European Public Sphere 195 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 195 linguistique, etc) et la problmatique tellement sensible des identits culturelles. La grobali- sation exprime la tendance vers luniformisation, mais la glocalisation est une nouvelle forme dcoexistence des diffrences et des identits. Pour comprendre les effets de la mondi- alisation il faut combiner les deux paradigmes. 4. La mondialisation : un bazar multiculturel Les images diffrentes dont je parlais ont des correspondances bien documentes dans les processus qui dfinissent les tendances contradictoires du monde contemporain, et en mme temps, dans les thories consacres la mondialisation. Nous allons faire rfrence seulement quelques analyses et interprtations qui problmatisent le thme de lidentit culturelle dans le contexte du monde daujourdhui. La mondialisation est un phnomne si puissant que les cultures ne peuvent pas se soustraire son immense champ gravitationnel. Sous la pression de certaines forces multiples, la terre est maintenant entoure par le filet de certains rseaux immenses travers lequel circulent en mme temps des signes, des informations et dimages, dans toutes les directions. Les cultures, elles aussi, sont prises aujourdhui dans le net du processus de mondialisation et dans le rseau de la communication gnralise, ainsi que les conomies et les socits, qui reprsentent leur support existentiel. En consquence, la mon- dialisation est comprise comme une transition globale dune poque caractrise par lau- tonomie culturelle des socits une poque de la gnralisation des interrelations et com- munications, o prvalent les processus interculturels (Leclerc, 2003: 10). Mais, paradoxalement, dans le contexte apparemment gnreux de la mondialisation, le thme de lidentit culturelle est devenu lun de trs problmatique pour les individus et pour les communites. Dans le contexte des changements qui influencent les structures de pro- fondeur de la civilisation, tous les pays et toutes les socits passent par une crise identitaire, de mme que les crises lies lidentit nationale sont devenues un phnomne global (Huntington, 2004: 16). La mondialisation est la source des tendances contradictoires, ten- sions sociales et gopolitiques, parce que, dans son cadre, interagissent des socits et cul- tures de facture diffrente, qui sont actives et co-prsentes sur la terre. Ce sont des socits ayant des histoires, des systmes de valeurs et niveaux de dveloppements diffrents, donc, des pouvoirs ingaux de sadapter et de rpondre aux nouveaux dfis globaux. Le problme de lidentit est li dune manire ombilicale aux modalits de manifesta- tion des diffrences culturelles dans le contexte de la mondialisation. Le dialogue intercul- turel et la diversit culturelle sont aujourdhui les thmes les plus dbattus dans le primtre des disciplines sociales et humaines, ainsi que dans le domaine des tudes culturelles, thoriques ou appliques. Une culture ou des cultures? Cette question est dsormais au cen- tre des enjeux contemporains de la construction de lespace-monde (Mattelart, 1999: 8). En difiant un march unique des biens et des informations, la mondialisation postmoderne a stimul non seulement la communication interculturelle, mais aussi elle a gnr dune manire surprenante un courent assez fort de revitalisation des diffrences culturelles, a ressuscit des forces apparemment endormies de lidentit et a produit, dans beaucoup de situations, des crises identitaires et des conflits thniques. Dune manire paradoxale, la mondialisation conomique a men vers la redcouverte de la diversit intrieur du monde, 196 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 196 de nature culturelle. La renaissance de lintrt pour les identits culturelles dans les dernires dcennies a t une surprise pour beaucoup de thoriciens. Entre la crise conomique actuelle et la crise des identits culturelles il y a de nombreuses corrlations souterraines. Toutes les deux sont engendres par les effets contradictoires de la mondialisation. La crise conomique actuelle, qui a dtruit tant despoirs et dillusions, a quand mme tempr lenthousiasme des thoriciens connus sous le nom de hyperglobal- istes (Held et al., 2004) et a fourni des arguments supplmentaires pour ceux qui voient la mondialisation comme un mythe et une construction idologique destine lgitimer les nouvelles stratgies et pratiques de domination. Le fait est que le mythe de la socit de con- sommation sest croul et aussi lide que la mondialisation va aboutir un monde uni- taire, qui effacera les diffrences conomiques, sociales et culturelles. Les socits et les Etats sont la recherche des solutions et des moyens spcifiques nationaux et locales pour dpasser cette crise. Le problme des identits culturelles dans le contexte de la mondialisation bnficie danalyses, dinterprtations et dimages diffrentes, en fonction du systme de rfrence et de la position thorique des auteurs. Une demarche complexe de ce problme, qui conjugue les deux perspectives et les images de la mondialisation, dordre externe et interne, appar- tient au rput sociologue Zygmunt Bauman, celui qui a consacr lide que le monde con- temporain peut tre dfini par le concept de la modernit liquide. Dans un livre ou il fait lanalyse du problme des identits individuelles et collectives, Bauman soutient que la mondialisation a fondu aussi les structures fortes de lidentit. Dans le nouveau contexte de la mondialisation et de la culture mdia, les individus vivent dans un bazar multicul- turel (Bauman, 2004: 96), ou ils construisent et ils ngocient des identits multiples, pas- sagers et nonconsistents. Le sentiment traditionnel de loyalt envers ltat-nation et envers lidentit culturelle nationale subit une erosion et pert sa force dautrefois. Selon Bauman, le phnomne gnrale auquel nous assistons est la liqufaction (la dsintgration, leffondrement) des structures fortes de la modernit (famille, cole, class- es sociales, organisations, institutions, lEtat-nation, identits culturelles, les distinctions entre valeurs, concepts, domaines et niveaux de la ralit) et lapparition de nouvelles alliances et alliages entre modes de vie, religions, idologies et modles de pense. Sous la pression des processus spcifiques de la mondialisation nous assistons une transition vers le monde kalidoscopique de la socit de consommation, vers un monde amalgame, ou les individus, mancips par des contraintes et de responsabilits sociales, naviguent dans le- space virtuel et extraterritoriale de lInternet, ou ils construisent des identits multiples, flu- ides et fictives. Bauman dit que, en 1994, sur une rue de Berlin, il y avait une affiche qui exprimait ce mlange des identits dans un monde globale et liquide: Votre Christ est juif. Votre auto est japonaise. La pizza que vous mangez est italienne. Votre dmocratie: grecque. Le caf: basilien. Les vacances: turques. Vos numros: arabes. Les lettres: latines. Tout ce qui vous entoure est trange (Bauman, 2004: 27). Dans ce bazar multiculturel, le sentiment de loyalt vers la communit nationale, telle- ment fort autrefois, subit une erosion et les individus saffilient aux groupes nouveaux, informels, transitoires, ventuellement aux communits virtuelles. Pour illustrer cette ide, Bauman cite une tude rcente qui a investigu le changement des paradigmes identitaire dans la socit polonaise. Dans la priode moderne, de construction de la nation polonaise, et Reconfigurations of the European Public Sphere 197 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 197 mme dans la priode communiste, les enfants, quand ils taient demandes sur leur identit, ils rpondaient dhabitude: Qui est tu? Un petit polonais. Quel est ton signe: Laigle blanc. Aujourdhui, si tu tadresses un polonais, jeune ou mature, avec la mme question, la rponse est diffrente: Qui est tu? Un bel homme, lge de 40, avec le sens de lhumeur. Quel est ton signe? Gmeaux (2004: 27). Les diffrences entre les rponses indiquent, parmi dautre, la distance entre la modernit classique et la modernit liquide concernant les faons dans lesquelles les individus se rapportent au problme didentit. Laffiche de Berlin et les rponses concernant lidentit sont des expressions ou des effets de la mondialisation, mais elles sont deux phnomnes troitement lies et elles signalent le collapse dont la hirarchie des identits a subit (Bau- man, 2004: 28). Lidentit nationale avait auparavant un statut de prminence sur dautres formes de lidentit, compares aux petites identits, de groupe ou individuelles. Aujour- dhui, les hirarchies se sont inverses. Les identits individuelles (multiples, construites, inventes, ngocies, fluides, passagres etc.) surclassent lidentit nationale. Cest un indi- cateur des changements qui a affect le systme de valeurs des individus, les attitudes, les modes de vie et leurs reprsentations sur le monde et le sens de la vie. Dans le monde actuel, lidentit nest plus un attribut prdtermin, mais une construction culturelle, personnelle, gomtrie variable. La conclusion de lauteur est dificatrice Lidentit nous est releve comme tant quelque chose qui doit tre invente, plutt que quelque chose qui doit tre dcouverte (Bauman, 2004: 15). 5. La culture media : dissolution et reconstruction des identites La mondialisation et tous les processus entrains ont chang les systmes de rfrences pour dfinir des identits collectives et individuelles. Il y a beaucoup de facteurs qui ont con- tribu ce changement par une influence directe ou indirecte. Mais, le facteur majeur, qui est prsent dans toutes les analyses, est le systme mdiatique, vu comme un univers tout entier. Ayant en vue limpact globale de la rvolution du domaine NTIC, les thoriciens ont con- struit, suite aux concepts de culture de masse et dindustries culturelle, le concept de culture mdia, plus adequat dfinir dune manire synthtique la combinaison entre lunivers cul- turel et le nouveau espace communicationnel. La culture mdia a fondu et a dconstruit les anciens modles didentit en contribuant, en mme temps, leur reconstruction sur dautres plans. Pour comprendre laspect problmatique de lidentit il faut tenir compte de limpor- tance crasante acquise par les nouveaux moyens de communication et du statut spciale de limage dans tous les registres de la vie humaine. Dans le monde de lcran globale (Lipovetsky, Serroy, 2008: 8), cran qui est omniprsent dans notre vie (sur la rue, sur les stades, dans le mtro, dans les aroports, les clubs, les institutions publiques, dans nos maisons: tl, ordinateur, tlphone mobile etc.), lidentit se reconstruit continuellement et elle est traduite dans ses images. Les identits culturelles (dans leur structure) et la reprsentation que nous nous en faisons sur elles se transforment sous limpact de la mondialisation et des nouveaux dispositifs mdia- tiques, y compris lmergence des new media. Dans le monde postmoderne, les nations, avec leurs identits culturelles, sont regardes comme des formations fluides, des communauts 198 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 198 imagines (Anderson, 2001) qui se rinventent continuellement travers des mcanismes de la communication. Dans ces conditions, le mythe dune identit essentialiste, antrieure et indpendante est tomb devant un monde des images et expressions. Les thoriciens nous ont averti il y a longtemps que nous sommes entrs dans une civilisation de limage, une poque o les distinctions entre valeurs, concepts, domaines et niveaux de la ralit sont relativiss et fondus dans le creuset de la pense faible (pensiero debole), caractristique pour le monde postmoderne (Vattimo, 1993). Lidentit dune culture nationale dpend maintenant, dune manire dcisive, de limage quelle a dans dautres espaces culturelles. Dans ce con- texte, les cultures se voient obliges de redfinir leur identit dans les termes de lactualit, travers louverture, le dialogue et la confrontation sur le march des biens symboliques et non matriels. Dans cet espace interculturel et communicationnel ce qui compte, plus quautrefois, cest limage dune culture, sa visibilit, sa notorit, sa rputation, les brands et la sphre de diffusion de certaines crations et valeurs, mais aussi le degr dans lequel elles sont reconnues sur le plan international. Lide dune identit de substrat, ayant des supports anthropologique et historique, est considre comme une prsupposition sans fondement, une fiction des philosophies spculatives sur lhistoire. Mais, les diffrences culturelles restent des ralits, pas des fictions, elles se sont consolides dans lpoque moderne, mais maintenant, le dfi auquel nous sommes soumis, est celui de trouver des modalits et de formes dorganisation laide desquelles nous assurons leur coexistence dans un monde unitaire et divers en mme temps. 6. LEurope et la logique de la conjonction La carte de lUnion Europenne nous montre un archipel trange. Dans un espace gopolitique commun, mais trs restreint sous aspect gographique, plusieurs peuples, cul- tures, langues et croyances religieuses dune grande diversit coexistent. Est ce quils for- ment une unit? A quel niveau et de quel type? Les dirigeants de lUnion Europenne ont ralise que le problme capitale de cette entit rside dans la devise choisie: unit dans la diversit. LEurope se trouve la recherche dune nouvelle articulation historique entre unit et diversit, entre les mcanismes intgrateurs et les ralits identitaires, variables et particu- laires. En effet, lEurope, dans sa nouvelle formule institutionnelle, est un bon exemple pour illustrer tant la signification du rapport unit/diversit, que les difficults pratiques et inimaginables dun projet historique dune telle envergure. La construction dune identit culturelle europenne, dun niveau supranational ou transnational, est laspect le plus prob- lmatique du projet europen. La construction dun espace public europen et dun espace culturel commun, qui pourrait solidariser en profondeur les citoyens des divers pays ne peut pas tre que le rsultat dun processus systmatique et intense de communication intercul- turelle, qui doit tre stimul et soutenu, des niveaux divers et par des stratgies diverses. Lespace europen est devenu aujourdhui un milieu gopolitique dans lequel on expri- mente un nouvel arrangement institutionnel entre les Etats nationaux et une nouvelle for- mule de coexistence des diffrences culturelles. LEurope sest engage dans un ample processus dintgration, qui se droule sous le signe de la conjonction. Je crois quil est instructif de faire rfrence quelques images rcentes de lEurope qui ont t construites sur cette logique de la conjonction. Reconfigurations of the European Public Sphere 199 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 199 Une perspective intressante sur lEurope appartient Giovanni Sartori. Il considre que lEurope se confronte au dilemme multiculturalisme / pluralisme. Le pluralisme est une vision sur le monde qui apprcie positivement la diversit, mais qui nest pas une fabrique des diversits, tandis que le multiculturalisme est surtout un projet politique destin encourager et mme consolider ces diffrences (Sartori, 2007: 68-69). Le pluralisme encourage les interactions et la communication entre cultures, tandis que le multicultural- isme les accepte comme un tat de fait dsirable, mme lisolation des cultures, afin de les protger, de garder leur spcificit. Cest bien clair que pour lEurope on ne peut pas appli- quer le modle du melting pot amricain. Ainsi, le multiculturalisme ne peut plus tre vu comme une continuation du pluralisme, mais plutt son renversement. Quoi quil soit revendiqu du principe de la tolrance, le multiculturalisme voque plutt la logique de la disjonction (les diffrences sont acceptes, lgitimes, mais elles sont aides de lextrieur), tandis que le pluralisme entre dans la sphre du paradigme conjonctive. Dans la mme logique de la conjonction dautres images de lEurope peuvent tre asso- cies. Selon la reprsentation de Jeremy Rifkin, la vocation de lEurope et le rve qui lanime sont de donner vie au rapport unit/diversit, une formule magique qui exprime lquilibre dynamique entre la tendance dapprofondir lintgration et celle de protger ses diversits cul- turelles. Le cas europen est exemplaire, paradigmatique, pour la tendance de rgionalisation du monde et pour le rle dcisif que la communication interculturelle authentique joue dans lmergence et la construction des units dordre post national. LEurope est devenu un vaste terrain dessai et dexprimentation au niveau mondial, parce quelle a mis la diversit cul- turelle devant lassimilation et la coopration entre Etats, socits et cultures diffrentes devant lexercice unilatral du pouvoir. Il faut retenir la conclusion du penseur amricain: lEurope est devenu la salle de classe du monde pour repenser lavenir (Rifkin, 2006: 153). Rifkin apprcie dune manire superlative le paradigme conjonctive de lEurope, mais un autre auteur amricain, promoteur des politiques noconservateurs, Robert Kagan, a une opinion totalement diffrente. Il examine les orientations gopolitiques diffrentes de lEu- rope et des Etats Unis et arrive les expliquer, en dernier lieu, par les diffrences culturelles et historiques entre les deux continents. Ces diffrences sont devenues plus visibles aprs lvnement de 9/11/2001 et dans la priode ultrieure, quand la lutte contre le terrorisme sest dclenche. Alencontre du modle amricain, bas sur la force et la confrontation, les europens ont choisi la coopration, le dialogue et la convergence. Robert Kagan fait la dmarcation tranchante entre ces diffrences. Lauteur exprime, dune manire mtaphorique, cette diffrence par une boutade: les amricains sont sur Mars tandis que les europens sont sur Venus (Kagan, 2005 : 5). Cest une faon de dire que les Etats Unis mise sur le paradigme disjonctif, et les europens sur celle conjonctive. La nouvelle orientation gopolitique des Etats Unis, dans le mandat du Prsident Barak Obama, semble tre une combinaison entre le pouvoir hard et le pouvoir soft (selon les ter- mes de Joseph S. Nye), entre la logique de la disjonction et celle de la conjonction. Pour comprendre les nouveaux changements auxquels nous assistons, les sciences sociales ont besoin dun paradigme nouveau parce que les problmes culturels ont acquis une telle importance que la pense sociale doit sorganiser autour deux (Touraine, 2005 : 9-11). Les processus culturels nous offrent un code pour dchiffrer ceux de nature sociale et politique. Cette ide est aussi valable pour comprendre le projet europen. Outre les intgrations 200 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 200 conomiques, juridiques et politiques, le projet dune Europe unie se joue sur le terrain cul- turel, au sens large. Lunification relle, de profondeur, de lEurope sera un rsultat cumulatif des processus de communication interculturelle. Ces processus ont videmment des antc- dents historiques, mais ils ont t acclrs et redimensionns par la mondialisation et les nou- velles formes de communication. Au cours des sicles, lEurope a t un espace propice pour la coexistence des diffrentes cultures et aussi un milieu privilgi pour la communication interculturelle. LUnion Europenne peut devenir une entit viable si elle russit difier, au cours des annes, un espace culturel commun (plus exacte, un espace de linterculturalit), capable de consolider le sentiment communautaire des citoyens des Etats membres. Dans un ouvrage crit il y a dix ans (Georgiu, 2001) jai avanc lide que les changements survenus dans le monde postmoderne, et surtout dans lespace europen, peuvent tre mieux compris laide dun paradigme conjonctif, lencontre du paradigme disjonctif, qui tait spcifique la pense et culture modernes. Certainement, ce paradigme nouveau a t prpar par une longue srie de changements spirituels. 7. LEurope : une exception qui devient la regle Quand on parle dun paradigme conjonctif, en opposition avec celui disjonctif, nous avons en vue les matrices de pense pour interprter le rapport unit/diversit. LEurope parcourt un experiment historique et nous offre une image qui anticipe la configuration du monde de demain. Lhistoire de lEurope nous offre limage dune permanente alternance entre le para- digme disjonctive et le paradigme conjonctive. Que nous nous rappelons les oppositions entre la croyance et la raison, lglise et lEtat, des conflits religieux et politiques qui couvrent tant de sicles dhistoire du continent, mais aussi des priodes dans lesquels les Etats europens se sont solidaris contre les menaces externes, au nom des ides religieuses et ensuite des principes politiques communs. A juste titre, Edgar Morin soutenait que lEurope devait tre reconstruite comme units multiplex, parce que les structures communautaires taient un cadre adquat pour garder les diffrences culturelles et aussi pour intensifier leur dialogue fcond. Selon son opinion, le paradoxe de lEurope rside du fait que son unit surgit de la coexistence conflictuelle des diffrences, alors que lunit de la culture europenne rside dans la vitalit de ses antagonismes (Morin, 2004: 139). Ces antagonismes historiques se sont teints, videmment, mais leurs traces sont restes inscrites profondment dans les cultures, mentalits et attitudes, do elles surgissent la surface en formes quon ne peut pas ignorer. Le paradigme conjonctif dont nous parlons essaie de mettre en corrlation et de rconcili- er les deux dimensions contradictoires du monde actuel. Cest une formule qui nous permet de comprendre la coexistence paradoxale de lunit et de la diversit dans la configuration des cultures postmodernes. Paul Valry disait que lesprit europen, incarne dans des hypostases nationales tellement varies, a son support dunit dans un ensemble de valeurs, attitudes et dmarches qui ont des sources diverses, mais qui qui se sont fondues dans une synthse, reprsente par la culture europenne moderne, avec son art exceptionnel, avec la science qui a change nos reprsentations sur lunivers, toutes ses crations tant rayonnes dune perspective humaniste et rational sur le monde. Dans cette synthse ont fusionn Reconfigurations of the European Public Sphere 201 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 201 lhritage grco-romain et les traditions judo-chrtiennes, le patrimoine scientifique et artistique des grecs, la matrice juridique et organisatrice de lhritage romain et le sceau spir- ituel et morale de la chrtient. La force et la supriorit de lEurope sur le reste du monde ont leur source dans son trouble crateur, dans la diversit fconde quelle a entoure, dans les contrastes qui ont aliment son dynamisme sans limites dans lpoque moderne. LEu- rope est devenue, par ses capacits et performances cratives, une bourse universelle des ides scientifiques et des mouvements artistiques une usine intellectuelle sans prcdent, fait qui a assure sa prminence sur le reste du monde. Mais Valry et dautres penseurs ont compris que, de la position du centre du monde, comme elle tait une fois, lEurope risque de perdre ses repres axiologiques et de tomber proie son dsordre interne. Dans la priode dentre les deux guerres mondiales, Valry apprciait que lEurope pse encore davantage que le reste du globe, mais il tait conscient que les avantages comparatifs traditionnels de lEurope sont en cours de disparition (Valry, 1996: 270). Noublions pas que Valry met ce diagnostique dans la priode dentre les deux guerres mondiales. Les lites qui donnent le ton dans le monde actuel, dans la recherche sci- entifique et dans lavant-garde culturelle ne sont plus concentrs en Europe. Le vieux conti- nent nest plus la bourse universelle des ides scientifiques et des mouvements artistiques, elle nest plus une usine intellectuelle comptitive, tant surclasse dautres zones qui ont surgi lhorizon. Dans cette perspective gopolitique aujourdhui on met le problme de la runification politique et conomique et culturelle de lEurope, pour rsister dans la com- ptition du dveloppement dclenche par les nouvelles forces de la civilisation. LUnion Europenne constitue une rponse historique ces dfis. Quand mme lEurope a une signification spciale dans lhistoire universelle. Edgar Morin considre que lEurope sindividualise par sa vocation dialogique, par la faon dans laquelle elle a russi de mettre en corrlation laspect et les dimensions opposes de la vie et de lesprit. Cette ide entre en rsonance et des similitudes avec la dmarche de Constantin Noica (1909-1987), un philosophe roumain qui considre que tous les paradigmes et modles de pense connus peuvent tre mis, avec certaines nuances, dans un tableau gomtrique des rapports entre lUn et le Multiple, entre unit et diversit. Ils se diffrencient en fonction des prsuppositions ontologiques et cognitives, tacites ou explicites, mais qui ont des implications aussi dans la sphre des engagements et prfrences axiologiques. Noica affirme que dans ce rapport se runie la structure elle-mme de la culture et toutes ses variations possibles. Suiv- ant le schma logique des textes de Platon, Noica analyse cinq possible rapports entre lUn et le Multiple, chacun dfinissant un type possible de culture: 1) lUn et sa rptition; 2) lUn et sa variation; 3) lUn dans le Multiple; 4) lUn et le Multiple; 5) lUn multiple (Noica, 1993 : 44). Dans toutes les cultures appariassent, aux intensits diffrentes, des aspects et des carac- tristiques de ces cinq rapports. Le dernier rapport, spcifique la culture europenne, pr- suppose une unit synthtique, dans laquelle ni lUn ne prdomine, ni le Multiple, mais lUn est des le dbut le multiple en se distribuant sans se diviser (Noica, 1993 : 51). La cul- ture europenne illustrerait ainsi le modle dune unit synthtique, en expansion, qui se dfait en champs, en dautres units autonomes, en isotopes, lunit qui se diversifie et se mul- tiplie soi mme, en produisant un monde de valeurs autonomes. Cest ainsi que la culture europenne est devenue lune de lincarnation de la loi en cas et toutes ses manifestations suivent ce principe de lunit dans la diversit. Cest le principe 202 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 202 qui oriente aussi le paradigme conjonctif. Mais ce nest pas une conjonction extrieur, qui unit deux entits a existence spare, mais dune conjonction interne, entre des ralits qui ne peuvent pas tre conues quensemble. Lhumanisme, le rationalisme, le droit, les sci- ences, les arts, les Etats-nations, la dmocratie, avec la sparation des pouvoirs en Etat, lau- tonomie des valeurs, toutes les manifestations cratrices de la culture europenne illustrent ce mcanisme de lunit dans la diversit, formule qui est devenues, pas du tout par hasard, aussi le principe constitutif de lUnion Europenne. Mai, lide dune unit multiple en soi mme est une exception des rgles fortes de la logique classique, ainsi comme elles apparaissent dcrites dans la pense grecque, de Par- mnide a Aristote. Noica a trouv une formule originale pour caractriser lesprit europen, en le mettant sous le signe dun rapport spcifique entre la rgle et lexception. Les types his- toriques de culture se diffrencient aussi par leurs attitudes envers le rapport entre la rgle et lexception. En accord avec les cinq types de rapports entre lUn et le Multiple, Noica dter- mine cinq types dexception: les unes qui infirme la rgle, les autres qui les confirme, les autres qui llargissent, les autres qui seulement la proclame et, enfin, celles qui deviennent elles mme la rgle (Noica, 1993 : 11). Dans sa forme moderne, qui apparait par une rupture envers le monde de lantiquit, lEurope illustrerait le rapport: exception qui devient le rgle. Que signifierait cette chose sur le plan historique, sociale et culturel? Des cultures antiques ou non europennes, stagnantes et closes dans leur corps de normes et dides, ont t intolrantes envers les liberts reprsentes par les exceptions. Dautres cultures, comme celle antique grecque, ont lgitim les exceptions (la diffrence, la multiplicit) auprs du principe unitaire de la rgle. Par contre, le monde europen, par son dynamisme crateur, invente continuelle- ment des exceptions (ides, langages, formes dexpression et dorganisation sociale etc.) qui au fur et mesure deviennent des rgles et des normes qui simposent sur celles antrieures. Concernant le modle spcifique de la culture europenne a veut dire de procder par des exceptions qui deviennent des rgles, rappelons nous quelques initiatives davantgarde pour lhistoire universelle. Dans lespace europen la science a obtenu un statut dexcel- lence, le politique sest dtach et sest autonomis de la religion, lEtat sest spar de lglise, la scularisation est devenue norme dans lorganisation des institutions, dans ldu- cation et la vie sociale. Par ce mcanisme de la cration, lart europen a invente et consacre une richesse formidable de langages et formes dexpressivit, la science europenne a dpass les apparences du rel et a formul des explications rationnelles, oprant avec un monde des fictions mathmatiques, et la technique a cre un univers dobjets et dinstru- ments par lesquels le milieu de vie est devenu non naturel, cest dire autre chose que le milieu naturel dans lequel la vie de lhomme sest droul depuis de millnaires. Il y a des exceptions qui sont devenues des rgles. En partant de cette vision comparative, Noica fait un loge de la culture europenne, en affirmant quelle est devenue la seule culture accomplie, en pouvant fonctionner comme prototype pour dautres cultures, parce quelle a une vocation universelle, et son modle sest globalis, chose dmontre par le fait que le globe entier est assis aujourdhui sous le modle europen (Noica, 1993: 25). Mais, noublions pas que LEurope a t lespace gopolitique dans lequel sont ns quelques exception aberrantes et quelle a t le thtre dexpriences dsastreuses: deux guerres mondiales, deux types de rgimes totalitaires, avec des effets monstrueux, lHolocauste et le Goulag. Enfin, lEurope est celle qui a invent la Reconfigurations of the European Public Sphere 203 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 203 nation et lEtat-nation, des exceptions qui sont devenues des rgles pour le monde moderne. Et encore une fois lEurope est sur le point de dpasser aujourdhui cette structure de rsis- tance de lpoque moderne, inventant lexception nomme lUnion Europenne, comme structure sui generis, qui na pas dantcdents historiques comme type dorganisation supra-nationale ou mta-nationale. LUE est une invention historique, unique, qui se remar- que par sa capacit de se construire lunit politique sans supprimer sa diversit culturelle. Au fond, le projet de la construction europenne elle-mme, dmarr aprs la deuxime guerre mondiale, peut tre mis sous le signe de la conjonction, en dsaccord avec les disjonc- tions et les conflits intra-europennes de lpoque moderne. Le modle europen dintgra- tion est orient par un vecteur supranationale, mais elle a une particularit: LUnion Europenne est une organisation suprastatale, mais une qui ne dtruit pas les Etats nationaux components, mais les contient et les conserve, en reconnaissant leur souverainet et leur pouvoir de dcision dans certaines limites. Cest ici que se trouve son originalit historique. Voila pourquoi lUE est une exception et pourquoi elle pourrait tre nomme plutt une organisation postnationale et non pas supranationale. Un autre aspect. Le processus de la mondialisation a commence, au fond, par la rgiona- lisation. LEurope a construit la premire rgion conomique fonctionnelle, aprs 1950, la premire exception qui est devenue rgle dans le milieu de la globalisation. LUnion Europenne est la seule rgion conomique et politique rellement intgre, qui dispose dinstitutions fonctionnelles (parlementaires, excutives et juridiques), dun marche conomique unifi, dune monnaie commune, ainsi que des politiques convergentes, dans divers domaines, aspects qui la singularise sur les autres rgions conomiques du monde. Cest pourquoi lUE est la seule organisation postnationale qui puisse jouer le rle dun acteur globale dans un monde domin encore par des Etats-nations. References 1. Anderson, B. (2001). Comuniti imaginate. Reflecii asupra originii i rspndirii naionalismului, Bucureti: Editura Integral. 2. Bauman, Z. (2004). Identity. Conversations with Benedetto Vecchi, Cambridge Polity Press. 3. Friedman, T.L. (2007). Pmntul este plat. Scurt istorie a secolului XXI (La terre est plate. Histoire brve du XXI sicle), Iai : Polirom. 4. Georgiu, G. (2001). Identitate i integrare. De la disjuncie la conjuncie, Bucureti : Editura Institu- tului de Teorie Social al Academiei Romne. 5. Held, D., McGrew, A., Goldblatt, D., Perraton, J. (2004). Transformri globale, Politic, economie i cultur, Iai : Polirom. 6. Huntington, S. P. (2004). Cine suntem noi? Provocri la adresa identitii culturale americane (Qui sommes-nous? Les dfis de lidentit culturelle amricaine), Bucureti : Editura Antet. 7. Kagan, R. (2005). Despre paradis i putere. America i Europa n noua ordine mondial (Sur le par- adis et le pouvoir. LAmrique et lEurope dans le nouvel ordre mondial), Bucureti : Editura Antet. 8. Leclerc, G. (2003). Mondializarea cultural. Civilizaiile puse la ncercare, (La mondialisation de la culture. Les civilisations face aux dfis), Chiinu : ntreprinderea Editorial Poligrafic tiina. 9. Lipovetsky, G., Serroy, J. (2008). Ecranul global. Cultur, mass-media i cinema n epoca hipermod- ern, Iai : Polirom. 10. Malia, M. (2001). Zece mii de culturi, o singur civilizaie, Bucureti : Editura Nemira. 11. Mattelart, A. (1999). La communication-monde, Paris : La Dcouverte. 204 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 204 Reconfigurations of the European Public Sphere 205 12. Morin, E. (2004). Gndind Europa (Penser lEurope), Iai : Polirom. 13. Munteanu, M. (2007). Globalizarea este inevitabil. Interconectarea, secretul performanei cere- brale i sociale, article publie dans le journal Ziua. 14. Noica, C. (1993). Modelul cultural european, Bucureti: Humanitas. 15. Rifkin, J. (2006). Visul european. Despre cum, pe tcute, Europa va pune n umbr visul ameri- can (Le rve europen. Comment, en silence, lEurope va depasser le rve amricain), Iai : Polirom. 16. Ritzer, G. (2010). Globalizarea nimicului. Cultura consumului i paradoxurile abundenei, Bucureti : Humanitas. 17. Sartori, G. (2007). Ce facem cu strinii? Pluralism vs. multiculturalism (Quesquon va faire avec les trangers? Pluralisme vs. Multiculturalisme) Bucureti : Humanitas. 18. Touraine, A. (2005). Un nouveau paradigme. Pour comprandre le monde aujourdhui, Paris : Fayard. 19. Valry, P. (1996). Criza spiritului si alte eseuri, Iai : Editura Polirom. 20. Vattimo, G. (1993). Sfritul modernitii, Constana : Editura Pontica. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 205 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 206 Marketing and Organization Management in the Global World Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 207 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 208 Marketing Strategies Development within Romanian Companies in the Context of the Global Economic Crisis. Case Study: The Automobile Market Florina PNZARU* National School of Political Studies and Public Administration, Bucharest, Romania Alexandra ZBUCHEA National School of Political Studies and Public Administration, Bucharest, Romania Cristina GALALAE National School of Political Studies and Public Administration, Bucharest, Romania Abstract: Under the influence of global financial crisis, national markets experienced significant con- tractions, the demand decreased and economic mechanisms faced some of the greatest difficulties in the past three decades. The European Union has been seriously affected by the impact of economic crisis, and the effects seem to be continuously aggravating. Amid significant structural deficits, Romania was also frontally reached by the effects of the global eco- nomic crisis and the measures taken in order to revive national economy proved to be rather modest in their scope and results. In the absence of coherent and adapted macroeconomic policies to the Romanian market, traders have reassessed their actions at the level of both production and trade decisions, on the domestic sale market and regarding the efficiency of export flows. This paper aims to analyze the development of marketing strategies in the Romanian companies in the context of the economic crisis (2008-2010) on the automobile industry, using public data and in-depth inter- views with marketers from the industry. Keywords: economic crisis, marketing management, strategic management, world economy, Romanian automobile market * Contact: florina.pinzaru@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 209 1. Introduction Marketing is now a mature discipline in Romania, with a very rapid development and good practice examples often presented in the business media. Romanian customers are increasingly demanding as they learn to compare, select, recognize and appreciate their own expectations as consumers. Therefore, the role of customers, suppliers, institutions, non- profit organizations etc. in the consumption process hasnt ceased to grow for several years (Dwyer, Tanner, 2009). On this market we can find very strong 100% Romanian brands with loyal customers, as well as locally integrated campaigns and approaches meant to support sales of products hosted under the umbrella of international brands. However, economic cri- sis effects have determined rapid changes in marketing activities on the Romanian market, in response to substantial reduction in consumption manifested in most industries. Management activities are typically based on medium-term planning, usually for three years. However, in the context of economic turmoil, even chaos, the traditional three-year strategic plan is outdated and bears no more value (Kotler and Caslione 2009: 26), fact which has an impact on all organizational sections. After a period of rapid economic development, the years of 2008-2009 brought in the spotlight the need to rethink marketing activities in Roma- nia, considering the context of economic crisis and taking into account several variables such as decreasing demand, stronger competition, changes in purchasing behavior and in consumer behavior, restrictive regulations and management mentality still subject to academic debate in business literature. After a period of unprecedented growth, the automobile industry is one of the most affected markets by economic crisis, also in Romania, fact which raises serious ques- tions about the possible need for restructuring marketing approaches in this sector. While the production of cars has become a large scale enterprise which demands enor- mous capital outlays, customers demand and behavior is rather specific for each national market (Dankbaar, 1993: 183). The auto crisis, mainly influenced by the crash of the credit markets, generated the need of different marketing strategies implemented by auto dealers (Zeese, 2008). In the following chapters we will emphasize the mechanism of economic cri- sis and its effects on Romanian markets, especially on the automobile industry. In addition, we will present the results of an empirical research regarding marketers perception about the crisis and post-crisis marketing boost. 2. The Economic Crisis Contagion Mechanism The financial crisis, globally visible ever since fall of 2008, although predictable, has sur- prised most markets and economic players, and thus some industries started facing severe liquidity problems and a significant drop in demand. Most economists believe that for 2009 we can speak, without a doubt, about a genuine structural crisis, preceded only by the 1997 Asian crisis and by the collapse of web companies shares in 2001, and that we can expect the roughest economic developments encountered ever since the 30s. Originated in USA, where the existence of a financial crisis was visible ever since 2007-2008 (Cechetti, 2008), the phenomena we call today crisis translates in the rest of the world into major pressures on the banking sector and into restricting production due to falling demand especially in industries where it depends on credit, such as those of durable goods. 210 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 210 The most common explanation of the international financial crisis of 2008-2009 is over- indebtedness of American households, propagated worldwide by financial speculation, fact which triggered the so-called butterfly effect that determined the fall of capital markets and real estate markets in a chain reaction. In fact, not only in USAbut also in other capital- ist countries, consumption was boosted by credit and not by increasing the effective purchas- ing power. This was possible partly due to the massive relocation of production in countries with cheap labor and high productivity. Thus, we have witnessed stagnation in average wages on a global level and therefore in responsible credit demand. On a microeconomic level, the generic route for the contagion mechanism of the crisis is the following: falling stock markets determined liquidity search on behalf of the entrepreneurs. Already in a confidence crisis, banks refuse loan approvals. This leads to dropping investments and increasing concerns on profitability, fact which determines difficulties on the workforce level (employment decline and possibly increasing unemployment) and consequently spreads a general state of panic in the market. At the macroeconomic level, the crisis is visible through unemployment rate, low incomes and ultimately by decreasing consumption. Thus, restoring the route of contagion of the crisis leads us to the conclusion that in order to get out of the crisis we need to stimulate sustainable consumption and strive to meet the needs of the customers, without falling into the trap of excessive lending. In this direction we have the macroeconomic policies, on one hand, which as we saw before are not without their limits. However, on the other hand is the entrepreneurs replies which reside in their manage- ment and marketing strategies. The economic crisis has impacted heavily on many industries, but some traders chose to continue to invest in promotion, in order to reinforce the company brand and to position it in the minds of the customers as favorable as possible, in order to prepare for post-crisis sales. Industries most affected by the economic crisis are those whose sales usually depend direct- ly on lending, such as automobiles, furniture, real estate etc. Romanian market was no exception to this rule, and one of the areas most affected was the automobiles. 3. Crisis Marketing in Romania: The First Effects In economically difficult times, managers first action is to reduce company expenses, especially on communication and advertising. Therefore, as a direct consequence of econom- ic crisis, advertising spending dropped in Romania, by 40% in 2009 (APIA, 2009). However, even if the principle of efficient distribution of communication budgets cant be questioned whether we are in economic good times or not, sometimes this is not the key to profit or to cut the losses in times of crisis. Sometimes, reallocation of budgets is sufficient in order to rede- fine the promotional mix components, depending on the target and background. In Romania, only a few months after the financial crisis became visible, consumption levels fell in most industries. Romanians made fewer purchases in 2009 even if they belong among those directly hit by the effects of economic collapse or not. This consumer behavior is explained on the one hand by limited access to credit, and secondly, by the panic generated by the media. Therefore, overcoming crisis times depends not only on microeconomic level actions, but especially on macroeconomic policies. However, we cant deny the fact that the actions of each company can be set so that this period of crisis passes with minimal losses or even with Marketing and Organization Management in the Global World 211 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 211 prospects on profit opportunities. But what is quite clear is that in times of economic crisis, the share of various promotional elements changes in the communication mix, according to new media habits of targeted publics or to available budgets, given the context of dropping sales. For example, because people spend more time at home during the crisis, preferring to save the budget once spent on holidays, the cinema and restaurants, it is expected that TV advertis- ing will still hold a prominent place among preferred communication channels by companies during the economic crisis. In the first quarter of 2009, television has maintained first place in media budgets, with a 90.56% share of total gross expenditure (Zbuchea, Pinzaru, Galalae, 2009: 374). Another area heavily hit by reducing budgets during the economic crisis is BTLs (non-conventional promotion activities, Beyond-the-line). Narrow framework events, organ- ized right in the points of sales of companies are often seen to replace attendance at tradeshow exhibitions or national class caravans. Printed media is yet another channel which showed dra- matic decreases in 2009 (Zbuchea, Pinzaru, Galalae, 2009: 375), while alternative media will grow significantly. Moreover, it is expected that indoor advertising segment, which currently owns 1.1% of total investment in advertising, will evolve on an upward trend due to compa- nies desire to move closer to more and more customers (Zbuchea, Pinzaru, Galalae, 2009). Increasing investment in communication channels shows traders orientation to alterna- tive channels and to a new way to promote products and services focused on creating lasting relationships with customers. Creativity, ingenuity and well defined targeting are the main instruments by which organizational actors try to cope with changes in customers purchasing and consumption behavior and to reduce overall communications budgets. 4. The Impact of Economic Crisis on Marketing Policies in Romanian Automobile Industry The pressure to keep distribution costs low while conveying a clear brand message has been the main challenge for auto dealers for the last decade. (Parment, 2009). After a unique and unexpected increase in the Romanian economic history (Dogaru, 2007), the car market has experienced in 2009 a dramatic decrease which continues, albeit at a slower pace in 2010 as well. The main outcome of the economic crisis experienced by automobile industry mar- keters in Romania, aside from the obvious decline in sales (both in turnover and the number of units) was the change in consumer profile. If only two or three years back customers were very sensitive to design and branding, in 2010 they became rather fond of comparing prices (Alecu, 2009). This consumer behavior oriented solely on the price argument proves to be very difficult to deal with especially for trade and post-sales teams of producer compa- nies, importers and dealers, especially giving the fact that the amortization for the show- rooms, mostly built in 2003-2006, is far from being covered (Alecu, 2009). Therefore, the situation implies a various sum of important factors that constraint the business policy in this industry. Romanian car market, from a sales perspective, is actually at the same level in early 2010 as in 2003, making the development or even survival of dealers very difficult, since many of them must cover ongoing bank loans taken for business development before the onset of economic crisis. 212 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 212 In Europe, the number of new cars sold fell in September 2008 by 8 percent compared to the previous year, to approximately 1.3 million vehicles. Customers are delaying their pur- chase decisions and face difficulties financing a new car, according to the European Automo- bile Manufacturers Association (Rippert, 2008). Figure 1. Evolution of new car sales in Romania (Alecu, 2010). Until the emergence of the economic crisis, most marketing budgets in the auto industry were directed towards launching and supporting new models of cars. Thus, these last few years, marked by an unprecedented increase in market share, were governed by huge adver- tising budgets (Miric, 2009). For example, in 2007, Renault-Nissan Romania was the importer who has invested most in advertising its models, almost EUR 37.9 million gross (Miric, 2009). The second most important budget in 2007 was owned Auto Italia (official importer of the brands Fiat, Lancia, Alfa Romeo, Ssang Yong, Maserati), whose gross invest- ment in advertising totaled 33.4 million euros. Dacia was ranked third, with a gross invest- ment of 23.9 million euros (Miric, 2009). Comparatively, in 2009, the number of advertis- ing inserts in campaigns supporting automobile brands halved compared to 2008, reaching 60.744 commercials and inserts and a total investment of 92 million gross (rate card rates without discount) compared to 180 million in 2008 (Miric, 2009). Since 2009, the auto companies marketing mix, increased in importance the post-sale element, by developing nation-wide communication campaigns, organized by importers and producers in an increasingly more aggressive tone. Comparatively, in 2007 2008, such actions were seen more seldom, being set up locally by car dealers. This happened due to credit freeze, which almost blocked car sales: suddenly, companies were forced to find new sources of monthly cash income and incentive opportunities for their network members (the dealers). This source proved to be post-sale services. The economic crisis started affecting the markets since the end of 2008 and the first sign of the impact on marketing strategies for the brands on the market was as unexpected as Marketing and Organization Management in the Global World 213 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 213 possible. Thus, the most important car fair in Romania (and in Central and Eastern Europe), SIAB (Bucharest International Auto Show), held its last edition in 2007, the 2009 edition was cancelled by the Association of Automobile Manufacturers and Importers (APIA) due to the economic crisis impact. The delicate situation the automobile industry is in, both nationally and internationally, together with massive inflows of used vehicles, led the Association to this decision (APIA, 2009). However, for 2011 the fair is included in the official calendar of the International Auto- mobile Manufacturers Organization. It is interesting to note that the cancellation of SIAB is not just an independent decision, but a true icon for the decline of the automobile market since the end of 2008 after several years of prosperity. Comparatively, in the 2007 edition, 23 com- panies attended the event and exposed 40 car brands, 10 tuning companies with 50 brands, and 12 motorcycle and ATV companies which exposed 35 brands (APIA, 2009). 5. Auto Marketing, Where to? The Marketers Perception Romanias business press has constantly reported the evolution in sales figures of auto- mobile manufacturers and importers related to the context of economic crisis, since it is an issue of great importance for many consumers. In most cases, the main points that emerged from the statements of quoted marketers were restricted budgets, brand communication efforts and the need to continue to launch new services in order to increase the loyalty of existing customers. Romanian car market has been for a decade, in a typical situation for emerging economies, governed by consecutive increases in sales and a reduced short-term need to secure existing customers. The economic crisis led to the necessity to rethink marketing poli- cies in this direction. In order to outline the main future directions of automobile marketing in Romania we present further findings that have emerged from a qualitative enquiry that the authors of the article have conducted during April-May 2010. The research consisted in eight in-depth interviews with marketing responsible special- ists from five automobiles companies on the Romanian market (five marketing specialists, one commercial responsible, and two marketing managers). Six of our subjects are working for auto dealer companies and other two are affiliated to import companies. The interview guide is made of twenty open questions which covered the following main aspects: The impact of economic crisis on marketing budgets; Changes due to economic crisis on the marketing communication mix; Changes due to economic crisis on the broadcasted messages in communication cam- paigns; Changes due to economic crisis on the products and services portfolio offered to con- sumers; New practices included in any specific marketing policies. We used several methods for qualitative date collection such as identifying alternative explanations (identifying best fit) and review by inquiry participants in order to understand marketers perception upon marketing strategies. 214 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 214 The interviews revealed that from early 2009, the perception of economic crisis was quite different from one importer to another, but in most cases the first decision was to wait and to freeze or reduce budgets. But the fall of 2009 was marked by an abundance of promotional activities in all companies whose representatives were interviewed. For the most part, these actions were designed to boost sales as their level unexpectedly dropped. In the automobile industry marketing campaigns in times of crisis have been built on the same algorithm for almost all of the brands releasing new products. Television remained, along with outdoor media, the communication channel of choice for companies, but there is also an increase in interest for CRM initiatives, in developing campaigns using the Internet and at least one of the companies whose representatives were interviewed also created spe- cial events with the brands Fan Club. Although the primary message related to the specific context was in all cases, time-lim- ited special offer, emotional tone was also preserved. In most cases, one could notice the use of the same TV commercials used for brand communication except for the last few frames where the local offer was included (the case of respondents representing import com- panies and subsidiaries). All brands have continued their generic brand communication campaigns in a systematic manner, regardless of seasonal sales and the impact of economic crisis. The economic crisis led to a very interesting situation, highlighted by five of the eight people interviewed and summarized as follows: Decrease in the number of buyers due to lower purchasing power, credit freeze and ori- entation of a segment of consumers towards the second-hand market; Manifestation of a certain degree of inertia in the purchase process as a consequence to adopting a cautious purchase behavior; Higher negotiation power for customers in showrooms due to their decreasing numbers; Worried dealers due to lower cash flow, correlated with the background of existing debts to banks, as a result of investments made to open showrooms in 2003-2006. In this context, the year of 2009 came with the unexpected appearance of price sensitive and price demanding consumers. The brands response was simple and very straightforward starting with the summer of 2009: discount offers. This trend backfired by sacrificing certain categories of comfort and safety features and thus, the cars presented in the special offers were not equipped as the ones proposed in the discount offers highlighted during the boom of 2007. Therefore, the interviews conducted revealed the increase in number of discounted offers on the products and services in the portfolio of importers, and dealers as well (one free periodical technical inspection upon the purchase of tires, free item or a discounted option upon the purchase of certain services etc.).. 6 out of 8 interviewed marketers highlighted, additionally, the increasing need to promote post-sale services, as part of providing the necessary cash requirements for dealers, as well as a trend meant to respond to the threat of the aftermarket. Technical service activities con- tribute at least by 20% to the turnover of car dealers and bring usually about 80% of their profits. In the context of economic crisis, when new cars sales fall abruptly, service acti- vities may become one of the dealers survival sources, able to make up for a minimum of 40% of revenues. Typically, the post-sale activity mechanism in the automobile industry is closely related to service, which, as revealed in the conducted interviews, was not placed in the highlights of Marketing and Organization Management in the Global World 215 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 215 216 Globalization and Changing Patterns in the Public Sphere communication campaigns prior to the emergence of the economic crisis. All of the importing and manufacturing companies sell their vehicles and related spare parts (originals) in their own showrooms and through a fairly homogeneous network of dealers. In 2009, more than ever, importers and manufacturers have started and developed a joint action to promote spe- cial offers from service stations, trying to boost both turnover of dealers in specific service activities as well as their own turnover (and hence, the dealers), by selling spare parts of cer- tified origin. The deepening economic crisis and increasing sales of used cars was supposed to have a general positive impact on turnover development of service stations, as well as on that of the authorized dealers. But that growth didnt happen nor did it generate a similar trend in sales rates for authentic spare parts, out of which importers and manufacturers profit. The dealership agreements stipulate that licensees are required to buy and use only cer- tain quantities of original spare parts, enabling them to call upon the aftermarket for purchas- ing the remaining necessary volumes, at less expensive rates but manufactured at compara- ble quality standards. Therefore, development of promotions for certified origin spare parts became a widely spread communication and sales activity on the Romanian automobile mar- ket in 2009 and 2010, bringing forward the challenge of finding new ways to enhance this area. From the conducted interviews it was revealed that, in general, post-sale promotion in the automobile industry is a rather short-term practice, since it depends on existing stocks, specific consumer behavior related to seasons and copying competition activities. According to collected data during the interviews, regardless of the objectives aimed by spare parts promotions and service units activities, total annual budgets allocated to post-sale communications were stretched in 2009 between 200,000 and 400,000 euro / network, and the promotional mixes focused mainly on point of sale activities (leaflets and posters distributed in service stations), direct marketing activities (newsletters to lists of e-mails, letters sent to exist- ing customer lists, and SMS) and on outdoor prints displayed in areas where the service units are located. It should be noted that there is rarely a clear synchronization between communica- tion plans for new cars and the promotion of post-sale services (only in 4 out of 8 cases), either form the main theme perspective or from the broadcasting message or the time period synchro- nization perspective. However, special events in the lives of prominent brands or companies make an exception to this rule. Such was the case of the 90 th anniversary of Citroen. In the opinion of the interviewed marketing specialists, the future of automobile market- ing in Romania is governed by efficiently spent budgets, which means, strengthening brands, proactive attitude in launching short-term special services campaigns, directing a larger share of communication budgets to the Internet activities (6 out of 8 respondents reinforced that statement), cutting unnecessary costs and increase in promotion of post-sale services or even including the auto repair service as a separate product in the importing companies port- folio (one in eight respondents). In addition, the need to preserve television and outdoor advertising as priority channels for communication is once more confirmed (8 of 8 respon- dents), but not without pressing on the need to use a more refined customers segmentation, based on psychographic together with socio-demographic criteria ( 1 of 8 respondents). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 216 6. Conclusions As Kotler and Caslione state (2009: 175) Great marketers not only recover from crises, they build their internal capacity to expect the unexpected. They always reinvent business models and marketing strategies for chaotic times, so they can rapidly adapt as market cir- cumstances change. Our exploratory research on the Romanian automobile market confirms the need for rein- vention of local profile marketing. If certain elements revealed in the interviews were pre- dictable, such as effective marketing budgets administration and the growing importance of Internet in the communication mix, other issues strive to demonstrate the need to at least par- tially reconfigure the marketing policies. Thus, during the crisis and post-economic crisis times, securing the customers loyalty must be an objective just as important as attracting new customers, not only in statements but also in actions. However, if retention practices allow further achieving of even more business goals such as ensuring cash flow, they ought to be developed on a professional level and budgeted accordingly. In marketing theory, after-sales services promotion is one of the most used techniques for ensuring long term customer retention. Moreover, in the traditional sense of the marketing mix, the primary activities of specific post-sale, regardless of industry, i.e. service and war- ranty are elements included in the product policy (Dragon, 2003: 334). Thus, service is seen as a complementary package of features offered by the basic product or assembly of goods for their full valuation for consumption or use (ibid.), and it can be technical or commer- cial. Warranty policies, as extended producer responsibility for the product, represent a defined period of time beyond the time of sales and it is a tool for increasing the competitive- ness of traders, and for helping in retaining customers and in increasing the companies rep- utation (Dragon, 2003: 336). The present economic crisis has shown, however, clearly on a practical level that some product markets, such as the automobile after-sales service must be understood not only in the classic sense of the theory, but as a means to insure the availability of cash funds needed to run the companies concerned. While the warranty policy itself remains as an option that increases customer loyalty and that highlights additional positive arguments at the time of initial sale, service and spare parts are, by themselves, a whole new business, that implies more than just the basic customer loyalty. In fact, when sales rates collapse as they did in the Romanian car markets case, by 53% between January and November 2009 (Gubandru, 2009), the turnover of companies in the field begins to depend increasingly on the ability to sell new products to existing customers using post-sale service activities. Therefore, the loyalty issue arises in this context, on a very peculiar way, as a result of doubling the stakes thinking beyond the medi- um term and long term plans for retention of brand consumer portfolio, they should be attract- ed to service stations in order to ensure a comfortable level of business income from the paid after-sales service activities that extend beyond the warranty itself. The most important lesson that automobile companies learned from the economic crisis hold in regard the need for strategic planning of marketing communication in general and post- sale activities in particular, and especially the careful management of the latter. 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Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 219 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 220 Explorative Pilot Study Regarding the Relationship between the Emotional Labor and Burnout in Direct Sales Representatives Elena-Mdlina IORGA* National School of Political Studies and Public Administration, Bucharest, Romania Dan Florin STNESCU National School of Political Studies and Public Administration, Bucharest, Romania Abstract: The internationalization of human resources management enforced the tendency of putting the human back into the human resources management. This is why special attention has been paid lately to the emotional component of the job, especially concerning people work jobs, such as health care, social services work, teaching or sales. On the other hand, affective outcomes have been linked with burnout. Due to these issues, the current study seeks to investigate the extents to which emotional labor results in burnout for employees who work in direct sales. The study was conducted using a survey method of 24 direct sales employees (2 males and 22 females). The results confirmed the fact that expressing organizationally desired emotions while interacting with customers is emotionally taxing. Significant correlations were found not only concerning the overall scores for emotional labor and burnout, but also between the respective subscales. The variety of emotions displayed at work posi- tively influences the frequency of the personal accomplishment felt by the sales representatives. Likewise, the more one paints on affective displays the more emotionally exhausted he/she feels. These findings represent a basis for new antecedents on the implications of emotional labor in the Romanian workplace. Keywords: emotional labor, burnout, people work 1. Introduction Emotions in work settings represented a recurrent issue in the 1930s, but from this point for- ward the interest towards the emotional dynamics in work and organizations diminished. Despite that, Rafaeli, Semmer and Tschan (n.d.) note that there were two exceptions from the main rationale-cognitive approach of organizational behavior: the study of job satisfaction, which was seen as an affective reaction and the research on stress at work, which was primarily related to negative emotions (Lazarus & Cohen-Charash, 2001). The end of the 20 th century * Contact: iorgaem@yahoo.com. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 221 was marked by such a surge in the academic interest in emotions in the workplace, that Barsade, Brief & Spataro proclaimed the affective revolution (Rafaeli et al., n.d.). One of the pillars of this revolution was the concept of emotional labor, which was first conceptualized by the American sociologist Arlie Hochschild (1979, 2003). Once launched in the academic market it became a privileged issue. Researchers seemed to try and deter- mine whether emotional labor was to open new directions in understanding organizational behavior or it was just another buzz word (International Journal of Nursing Studies, vol. 44, 2007). Therefore, beginning with The Managed Hearth (Hochschild, 1983) a wide range of studies were conducted in order to describe the concept of emotional labor and its out- comes, among which the most frequently approached were burnout or job satisfaction (Ash- forth & Humphrey, 1993; Morris & Feldman, 1996; Grandey, 2000, 2003; Brotheridge & Grandey, 2002; Brotheridge & Lee, 2003; Pugliesi, 1999 etc). Emotional labor was initially studied in the service context, which was seen as the pro- totypical emotional labor work (Brotheridge & Grandey, 2002). Adopting Goffmans dra- maturgical perspective, Hochschild considered service encounters as a performance directed by the organization (Grandey, 2003). This performance implies impression management in order to achieve organizational goals, such as client satisfaction and return business. Since the interpersonal aspect of the job is taken into consideration (the customer-client relation- ship) and as emotions are an important part of communication, the management of feeling to create a publicly observable facial and bodily display urges (Hochschild, 2003: 7). The main difference between emotion work the term proposed by Hochschild in a first stage of her study (1979) and emotional labor is the fact that the later has exchange value, since it is sold for a wage, while the former is used in private life and therefore has use value. Another important concept related to emotional labor is that of display rules, which refer to standards for appropriate expression of emotions on the job (Ekman, 1973). These can be seen as part of the wider concept of feeling rules, which are social guidelines that specify the extent, the direction and the duration of a feeling in a specific situation due to social conven- tion (Hochschild, 1979). Furthermore, Hochschild proposed two main ways of managing emotions in the workplace in order to meet the specified display rules: surface acting (regu- lating the emotional expressions) and deep acting (modifying inner feelings) (Hochschild, 2003). These processes are effortful and, when organizations get to control something as per- sonal as employees emotions, the commoditization of emotions intervenes and it can lead to unpleasant consequences (Hochschild, 1979). As one can see from the discussion above, Hochschilds conceptualization of emotional labor mainly refers to the management of feelings. Ashforth and Humphrey (1993), in exchange, are more concerned about the expressions. They define emotional labor as the act of displaying appropriate emotions with the goal to engage in a form of impression manage- ment for the organization (Ashforth & Humphrey, 1993: 89). Hence, the focus moves on the observable behavior. Another contribution of the two authors to the study of emotional labor is that of introducing the concept of identity (both social and personal) as a moderating variable in managing emotions in the workplace (Ashforth & Humphrey, 1993). Morris and Feldman (1996) moved even further and approached the concept of emotion- al labor taking into account the characteristics of the job. From an interactional point of view, they described emotional labor as the effort, the planning and control needed to express 222 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 222 organizationally desired emotions during interpersonal transactions (Morris & Feldman, 1996: 987). Emotional labor was seen as consisting of four dimensions: the frequency of interactions, attentiveness (intensity of emotions and duration of interaction), variety of emotions required representing the organizational expectations for employees in their interactions with clients, and emotional dissonance (an internal state of tension due to the demand of performing emotional labor regardless of what the employee truly feels). Considering all three theories on emotional labor presented Grandey (2000) notes that, despite the differences in defining the process these theories have a common theme: the fact that individuals can regulate their emotional expressions at work. On this basis, Grandey (2000) formulated an integrated model of emotional labor, as the process of regulating both feelings and expressions in order to meet the organizational goals. In doing so, she started from Grosss model of emotion regulation (1998b). Since in most theories on emotion, the term is usually associated with a physiological arousal and cognitive appraisal of the situation, Gross (1998b) identifies two strategies of emotion regulation: antecedent-focused emotion regulation and response-focused emotion regulation. The first strategy implies that individuals can regulate the antecedents of emo- tion, such as the situation or the appraisal. But, as in service jobs there are no options such as choosing or modifying the situation, Grandey suggests that changing the focus of personal thoughts and changing external appraisals of the situation (attention deployment and cogni- tive change, in Grosss terms) are antecedent-focused emotion regulation types that are sim- ilar to Hochschilds deep acting. In the same manner, response-focused emotion regulation, understood as modifying expression either by faking or by enhancing nonverbal signs of emotion, corresponds to Hochschilds surface acting. Grandey (2000) also emphasizes that the perception itself of the organizational expecta- tions regarding certain emotion displays will lead to a higher degree of management of emo- tions by employee. And there are three distinct types of emotional work requirements, as shown by Jones & Best (1995) and Wharton & Erickson (1993): integrative emotional work requirements (it is the case of front-line workers who have to service with a smile); differ- entiating emotional work requirements (bill collectors or law enforcement officers, for example, have to display negative emotions); masking emotional work requirements (con- trolling emotions such as in the case of judges or therapists). From the very beginning, there was a clear distinction between genuinely felt emotions and surface acting and deep acting as emotional labor strategies. Hochschild (2003: 36) sug- gested that feelings do not erupt spontaneously or automatically in either deep acting or sur- face acting. In both cases the actor has learned to intervene either in creating the inner shape of a feeling or in shaping the outward appearance of one. That is why, later on, Rafaeli and Sutton (1987) characterized the two processes as faking mechanisms. There is though a difference in terms of faith between deep acting (seen as faking in good faith, since the intention of the actor is to seem authentic) and surface acting (described as faking in bad faith, since what motivates the actor to conform to display rules is not helping the cus- tomers or the organization, but rather the personal goal of keeping the job). Furthermore, the expression of naturally felt emotions as a distinct strategy for displaying emotions at work was acknowledged in a study (Diefendorff, Croyle & Gosserand, 2005). Marketing and Organization Management in the Global World 223 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 223 Regardless of the strategy used, emotional labor means managing both ones own and others emotions. That is why Humphrey et al. (2008) coined the phrase leading with emo- tional labor, moving the analysis at the managerial level. He concluded that leaders fre- quently perform emotional labor as part of their effort to influence their followers moods and emotions (Humphrey et al., 2008: 165). The implications of leaders performing emotional labor are multiple, as shown by Humphrey et al. (2008). Unlike service workers, who usually express a narrow range of emo- tions in a repetitive way, leaders need to display a wide range of emotions and in doing so, they must use judgement when it comes to expressing the appropriate emotion at a particular time. And this aspect is crucial in times of crisis or when dealing with negative workplace events, as leaders have to maintain the confidence, the hope and optimism of their subordinates. Given the importance of a positive affective group climate, one of the best ways to influ- ence team members moods in this direction is through emotional contagion (catching or sharing the moods of those around) (Humphrey et al., 2008). Furthermore, the stronger the relationship between employees and their supervisors, the higher the employee involvement will be, as proved by Wen-Bao Lin (2008). Emotional labor itself was shown to have a sig- nificantly effect on the involvement of employees (Wen-Bao Lin, 2008). But emotional contagion was found efficient in the case of service encounters, as well (Pugh, 2001). Performing service with a smile determines the customers to catch the pos- itive moods displayed by emotional laborers and be satisfied with the services provided. In another study, customer orientation was found to moderate the display rule emotional labor relationship, by increasing goog faith acting (Allen et al., 2010). Up to this point one can see that emotional labor cannot be discussed as a dichotomous variable (in terms of presence/absence), but it has to be considered in its multiple dimen- sions. This influences, further on the study of the consequences of emotional labor, since specific facets may have distinct impacts on workers (Pugliesi, 1999). Considering the indi- vidual variable, there are people who self-select occupations that require particular types of emotional labor (Shuler & Sypher, 2000). In analyzing the possible outcomes of emotional labor, we shall infer, together with Tolich (1993) that emotional labor can be both alienating and liberating. Hence, regulating emotions in work settings in order to meet specific organizational display rules can have either negative or positive consequences for employees. The major tendency in research was to determine the extent to which emotional labor is taxing in people work. A comparison between the emotions generally experienced in the workplace and those experienced in private life revealed that people tend to feel more often negative emotions at work than at home (Rafaeli et al., n.d.). Consistent with these findings, emotional labor was mainly related to negative attitudinal, psychological and behavioral out- comes for employees. That is why special attention has been paid to the relationship between emotional labor and burnout, as a specific form of job stress. The association of the two variables was first suggested by Hochschild (2003). Further on, Hochschilds view that organizational control of emotional displays is inherently stress- ful has received mixed support in both qualitative and quantitative studies (Morris & Feld- man, 1997; Pugliesi, 1999; Erickson & Wharton, 1997; Kruml & Geddes, 2000; Brotheridge & Grandey, 2002; Grandey, Fisk & Steiner, 2005). Kruml and Geddes (2000) showed that 224 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 224 individuals experience stress when they fake emotion, rather than genuinely expressing what they feel, since there appears the so-called emotional dissonance process. Morris and Feld- man (1996) similarly found that emotional labor and emotional exhaustion correlate posi- tively among debt collectors, military recruiters and nurses. In another study, Pugliesi (1999) showed that emotional labor was significantly and positively related to job stress and increased psychological distress. Other researchers used moderating variables such as job resources (de Jonge, le Blanc, Peeters & Noordam 2008), personal control (Grandey, Fisk & Steiner, 2005) or gender and emotional intelligence (Johnson, 2004) in exploring the relationship between emotional labor and burnout. So, burnout (in terms of its core dimension emotional exhaustion) was shown to be a response to emotionally demanding tasks; the results acknowledged a stronger relation- ship when particular job resources such as emotional support were absent (de Jonge, le Blanc, Peeters & Noordam 2008). On the other hand, Grandey, Fisk & Steiner (2005) supported in their study the hypothesis of the influence of job autonomy (as a form of personal control) on the relationship of emotion regulation with emotional exhaustion: the positive relationship of response-focused emotion regulation with burnout is weaker for employees with high job autonomy than for those with low job autonomy. Johnson (2004) reported that females are more likely to experience negative consequences when engaging in surface acting. In the same time, employees with high scores in emotional intelligence experienced positive outcomes as emotional labor increased, whereas those with low scores in emotional intelligence experi- enced negative outcomes while trying to express organizationally desired emotions. As Ashkanasy, Hartel & Daus (2002) point out, these kinds of results should be taken into account considering the individual characteristics of employees, where some may be better equipped or skilled when it comes to performing emotional labor effectively and without adverse personal consequences. And this observation leads to the question whether manag- ing the heart in the workplace must be necessarily stressful or not. For example, in recent developments, age was demonstrated to have both direct and indi- rect effects on the emotional labor strategies used in different service contexts (Dahling & Perez, 2010). These findings revealed that the older the worker the higher the tendency to maximize positive and minimize negative emotional experiences. Although the approach of positive emotional labor outcomes was underexplored, there were some studies that acknowledged emotional labor as a social dimension which connects employees and makes their work more enjoyable (Schuler & Sypher, 2000). Even Hoch- schild (2003) admitted that deep acting, as an emotional labor strategy, may have potential benefits for employee outcomes, but warned of the commoditization of employees feelings by the organizations. As the interest in the current study was to explore the relationship between emotional labor and burnout in direct sales representatives, the conceptualization of the later term urges. Job burnout was seen as a psychological syndrome in response to chronic interpersonal stres- sors on the job (Maslach, Schaufeli & Leiter, 2001: 399). The research on this syndrome is rooted in caring and service occupations, since the core of these kinds of jobs are the relation- ship between provider and recipient (Maslach et al., 2001). Therefore, due to this interperson- al context of the job, burnout was studied in terms of an individuals transactions in the work- place rather than as an individual stress response. Aspecific service occupation is that of bank Marketing and Organization Management in the Global World 225 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 225 tellers. They are considered the front line in the banking business, as they promote the financial products of the institution they work for. Thus they deal directly with customers and have to service with a smile, regardless of their true feelings, which may lead them to expe- riencing burnout. But how can the experienced burnout be measured? It was described as a tri-dimensional response, consisting in emotional exhaustion (the individual dimension), depersonalization or cynicism (the interpersonal dimension) and reduced efficacy or accomplishment (the self- evaluation dimension) (Maslach & Jackson, 1981). In the initial research and scale develop- ment, involvement was proposed as a fourth factor, but subsequently it became optional. The factors leading to burnout were widely categorized as situational and individual. Job characteristics both quantitative (such as workload or time pressure) and qualitative (such as role conflict or role ambiguity) and organizational characteristics (such as organizational values) represent typical situational factors that affect employees well-being. On the other hand, demographic aspects (age, gender, and education), personality traits or job attitudes are individual factors that relate to burnout (Maslach et al., 2001). Since the current study was conducted in the Romanian service work context, it is important to note that comparative studies emphasize a difference in terms of intensity of experienced burnout between European and North American emotional laborers (Maslach et al., 2001). Important findings regarding the extent to which emotional labor can set employees in peo- ple work jobs on fire and make them burn out were reported by Brotheridge and Grandey (2002). Focusing on the quality of experiences in service encounters, the authors established that surface acting or faking emotional expressions at work was related to feeling exhausted and detached, whereas deeper emotion work was related positively to personal accomplishment. When it comes to the intensity of the provider-recipient interactions, it seems that employees who had less emotionally charged interactions with clients reported less emotion- al exhaustion than did those whose interactions were more intense (Maslach, 1978). In another study, the variables of duration, frequency and intensity of interactions were not con- firmed as predictors for employee burnout (Cordes, Dougherty & Blum, 1997). The trigger for the current research was the increasing interest in emotional labor as it emerged as core concept in recent organizational behavior studies. Since the concept is still in its pioneer state in the Romanian context, it was considered appropriate to approach it in the case of direct sales representatives prototypical emotional laborers. And, as the concept was long conceptualized, it was also approached with focus on its outcomes, namely on burnout. 2. Methodology The objective of the present research was to establish whether there is a relationship between emotional labor and burnout in the case of Romanian direct sales representatives (bank tellers). The main hypothesis of the study was that emotional labor is positively related to burnout. This major hypothesis was divided into three others, regarding the factors used in describing the analyzed organizational processes. Thus, surface acting was expected to posi- tively correlate with emotional exhaustion and depersonalization, whereas deep acting was expected to be positively related to personal accomplishment. 226 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 226 In order to reach the proposed objective the following standardized instruments were used: the ELS Brotheridge & Lee Emotional Labor Scale (Brotheridge & Lee, 1998) and the MBI Maslach Burnout Inventory (Maslach & Jackson, 1981). The Brotheridge & Lee Emotional Labor Scale (Brotheridge & Lee, 1998) consists in six subscales, which determine distinct dimensions of emotional labor. The duration of customer interaction is assessed with a single free response question, while the other five dimensions are measured on a five-point Likert response scale, where 1 = never and 5 = always. The respondents are asked to think of an average day at work and rate using the foregoing scale: the frequency (three items), intensity (two items) and variety (three items) of emotional expression, as well as the extent to which they perform deep acting (three items) and surface acting (three items). The authors (Brotheridge & Lee, 2002) report good combined coeffi- cient alpha for both role characteristics (frequency, intensity and variety) subscales (alpha = 0.71), and deep acting and surface acting subscales (alpha = 0.89, alpha =.86). The Maslach Burnout Inventory (Maslach & Jackson, 1981) is grouped in four subscales (emotional exhaustion, depersonalization, personal accomplishment and involvement the later is optional), which are measured on a seven-point Likert scale in terms of intensity (1 = very mild, barely noticeable, 7 = very strong, major) and frequency (1 = never, 7 = every day). The Emotional Exhaustion subscale contains nine items, which describe feelings of being emotionally overextended and exhausted by the work. The five items in the Deperson- alization subscale refer to unfeeling and impersonal response towards the recipients of ones care or service. High scores on these two subscales indicate high degrees of experienced burnout. The Personal Accomplishment subscale consists of eight items, which show feel- ings of competence and successful achievement in people work. This subscale is negative- ly related to experienced burnout (the less one feels personal accomplishment, the more he/she experiences burnout). The last subscale Involvement with people, did not obtain high scores in the factorial analysis. Anyway, as it moderately correlated with Emotional exhaustion it was retained as an optional factor of the MBI. As was mentioned earlier, bank tellers represent a specific emotional labor as well as burnout occupation. That is why the two instruments described above were administered on a sample consisting of 24 bank tellers, of which 22 were females and 2 were males. As for the age of the participants, it had a wide distribution: 22 to 42 years old, M = 25.42 years, S.D. = 4.43. 3. Results The current study examined the relationship between the emotional labor and burnout in the case of Romanian bank tellers. Firstly, the means and standard deviations for the overall scales were calculated. The results are reported in Table 1. Secondly, the operations were repeated for the subscales of the two aspects of employee and organizational life investigat- ed. The results are reported in Table 2 and 3. Thirdly, the effective relationship between emo- tional labor and burnout was assessed by determining the bivariate correlations between them Table 4. Marketing and Organization Management in the Global World 227 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 227 Table 1. Mean and standard deviation for emotional labor and burnout. The mean value for emotional labor (M = 3.04) shows that bank tellers are sometimes in the situation of regulating their feelings when interacting with customers. The low score for the standard deviation (SD = .44) supports this tendency. Similarly, the mean value for burnout (M = 3.57) suggests that having to act, regardless of whether in good faith or in bad faith, leads to experiencing burnout monthly, almost a few times a month in the case of bank tellers. Taking a closer look to the subscales of the two processes it can be seen that, in terms of means, the values are not homogeneous (Table 2). Thus, the items that compose the frequen- cy subscale in the ELS (example: how often do you adopt certain emotions as part of your job) were reported to be often experienced (M= 4.01) in the work settings taken into account. The items in the remaining composite scales (intensity, variety, deep acting, and surface act- ing) are on average only sometimes performed by bank tellers. It is likely that bank tellers mainly perceive the need to adopt and express specific emotions as part of their job due to the constant interactions with customers. As for the moderated mean values for the other fac- tors used in conceptualizing emotional labor, a possible explanation could be the fact that bank tellers may express genuine felt emotions, which is another emotion regulation strate- gy that can be used in people work as shown by Diefendorff et al. (2005) and that cannot be measured through the ELS. Table 2. Mean and standard deviation for the ELS. The same tendency can be noticed in the means distribution for the other investigated process. Personal accomplishment seems to be the most frequently and intensely experienced burnout subscale (M f = 5.20; M i = 4.90). Therefore, bank tellers feel competent and success- ful in what they do a few times a week and they feel it strongly. On the other hand, Emotion- al exhaustion and Involvement are experienced monthly and in a mild manner. The lowest means in terms of both frequency and intensity were reported for depersonalization (M f = 2.68; M i = 2.72). And this shows that bank tellers rarely, but moderately (in terms of intensi- ty) adopt a detached attitude in approaching their recipients. In other words, bank tellers usu- ally show respect and really engage themselves in their relationships with customers. 228 Globalization and Changing Patterns in the Public Sphere Emotional labor scales Mean Standard deviation Frequency 4. 01 .54 Intensity 2.67 .83 Variety 2.94 .93 Deep acting 2.72 .93 Surface acting 2.88 .72 Mean Standard deviation Emotional labor 3.04 .44 Burnout 3.57 .55 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 228 Table 3. Mean and standard deviation for the MBI scales. Although the findings presented up to now are valuable, the most important part of the research consists of determining the correlations between emotional labor and burnout. As it can be noticed from the correlations matrix (Table 4), emotional labor and burnout positive- ly correlate in the case of Romanian bank tellers (r = .414, p < 0.05). Therefore, the fact that these kinds of direct sales representatives have to modify their feelings or the expressions of their feelings in order to meet specific display rules (showing positive emotions in interac- tions with customers) leads them to experience burnout. The main hypothesis of the current research was thus confirmed by the results. Concern- ing the first secondary hypothesis, which implied that surface acting positively correlates with emotional exhaustion, it was also acknowledged by the results reported in Table 4 (r = .477, p < 0.05), the results being consistent with those from other studies (Brotheridge & Grandey, 2002). This means that, the more bank tellers try to show positive emotions at work, the more overextended and exhausted they feel. And that is because painting on a smile when not really feeling like smiling can be quite emotionally taxing (especially in terms of intensity). Table 4. Bivariate correlations of emotional labor and burnout. * Correlation is significant at the 0.05 level ** Correlation is significant at the 0.01 level Marketing and Organization Management in the Global World 229 Exh int Accomp freq Depersint Involv freq Involv int Burnout Intensity Pearson Correl. -.052 .354 -.058 .396 .340 .188 Sig. .809 .090 .788 .056 .104 .379 Variety Pearson Correl. .270 .535 ** -.096 .598 ** .427 * .460 * Sig. .202 .007 .654 .002 .038 .024 Deep acting Pearson Correl. .105 .278 -.436 * .096 .002 -.110 Sig. .626 .188 .033 .656 .992 .607 Surface acting Pearson Correl. .477 * -.235 .285 .134 .092 .314 Sig. .019 .269 .176 .532 .670 .135 Emotional labor Pearson Correl. .340 .454 * -.140 .568 ** .412 * .414 * Sig. .105 .026 .514 .004 .046 .045 Burnout scales Mean Standard deviation Emotional exhaustion frequency 3.42 1.14 Emotional exhaustion intensity 3.60 .99 Personal accomplishment frequency 5.20 .77 Personal accomplishment intensity 4.90 .77 Depersonalization frequency 2.68 1.32 Depersonalization intensity 2.72 1.37 Involvement frequency 2.97 1.05 Involvement intensity 3.05 .92 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 229 230 Globalization and Changing Patterns in the Public Sphere As for the next secondary hypothesis, regarding the relationship between surface acting and depersonalization, it was invalidated by the findings (r = .285, p > 0.05). Instead, deper- sonalization was negatively correlated to deep acting (r = -.436, p < 0.05). Thus, the more a bank teller tries to change not the outwardly emotional display, but the feeling itself, the less he/she will treat customers like objects, showing a detached attitude. Albeit this correlation was not acknowledged in other studies, this comes as the reverse of the relationship implied between surface acting and depersonalization. Trying to actually feel what one should feel as part of the job role diminishes the tendency of unfeeling (detaching oneself not only from his/her own feelings, but also from others feelings) (Maslach & Jackson, 1981). In fact, as shown by Grandey (2003:. 93), it is more likely that payoffs of deep acting, such as reduced emotional dissonance or positive feedback from customers may restore the employees emo- tional resources. The dimension of personal accomplishment did not correlate with deep acting, as expect- ed according to the last secondary hypothesis (r = .300, p > 0.05). This is even more interest- ing, as personal accomplishment was scored as the most frequently and intensely experi- enced burnout subscale (it was scored positively) and the correlation has already been demonstrated by Brotheridge and Grandey (2002). In an exploratory analysis, other interesting findings were found. For instance, the variety subscale from the ELS seems to have an important role when it comes to feeling successful at the job the two subscales positively correlate (r = .535, p < 0.01). Therefore, the more one has to display many different kinds of emotions (item 6), the more competent he/she feels. The variety of emotions is also related to both the frequency and intensity of involve- ment (r =. 598, p < 0.01; r = 427, p < 0.05). This means that the wider the range of emotions required by the job, the more attention the bank teller pays to his/her customers needs. Eventually, displaying many different emotions also increases the level of burnout experi- enced by bank tellers (r = .460, p < 0.05), as going from one register to another can lead to emotional strains. Another finding that was not stated beforehand refers to the relationship between the emotional labor and two subscales from the MBI. Firstly, emotional laborers experience more often the feeling of personal accomplishment (r = .454, p < 0.05). Bank tellers, in this case, feel more competent when they have to regulate their emotions according to job demands. Secondly, using surface acting or deep acting in order to service with a smile increases the perceived involvement of bank tellers at both levels (frequency and intensity: r = .568, p < 0.01; r = .412, p < 0.05). And that is because trying to modify either the display or the inner feeling makes the provider empathize with his recipient. The results presented are considerable evidence that emotional labor can be stressful in the case of bank tellers, since expressing socially appropriate emotions as a form of role demand undermines employees well being. Direct sales representatives enact the organiza- tions desired image towards external customers. But this enactment is subject to norms concerning the content, intensity, diversity and consistency of displayed emotions. Further- more, these norms constitute literally emotion work imperatives, which, if not followed out, can lead to emotional strains, such as burnout. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 230 3. Conclusion The current study has implications for the research on the emerging role of emotions in the workplace. Not only do the findings acknowledge the existence of emotion regulation strate- gies in the Romanian work settings, but they also explore the impact of emotional labor on service agents. Of course, that the present results should be discussed in terms of strengths and limitations of the study. As a first limitation, we note that the present research is an explo- rative pilot study. Hence, the results cannot be seen as generally valid in the Romanian work- place, as they express the relationship between the two organizational aspects in a specific form of people work, that of direct sales representatives. Another limitation is that the sam- ple used in the conducted survey is quite reduced. Furthermore, though our results show that emotional laborers experience negative affective outcomes future research should examine the extent to which emotional job demands can lead to positive outcomes. And that is because the results regarding the subscales of emotional labor that correlate with the personal accom- plishment dimension from the MBI support this antecedent. Maybe a deeper investigation of the sample (e.g. position, hierarchical status) would reveal further useful data. This research also provides preliminary support for using emotion regulation as an inde- pendent variable in explaining other aspects of organizational life, such as work performance or job satisfaction. Future work should replicate these findings in the case of organizational roles beyond service roles, since as already stated by Ashforth & Humphrey (1993: 109) it is difficult to imagine an organizational role to which display rules would not apply at various points. As for the practical implications of the current findings, it is important for organizations to acknowledge the role of emotional labor in the workplace, since understanding the social relations in work settings allows service based companies to develop and implement policies that meet the needs of both internal and external customers. That is because emotional labor was proven a key determinant of quality of service and of organizational performance (Hsieh and Guy, 2008). On the other hand, special attention should be paid to the psychological effects that portraying emotions has on the actor. To conclude, there are still many questions to be answered regarding the story behind service with a smile (Johnson, 2004), but the current study represents a milestone in explor- ing the phenomenon in the Romanian context. References 1. Allen, J., Pugh, D., Grandey, A., Groth, M. (2010). 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Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 233 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 234 Lay Representations of Occupational Stress in the Romanian Culture Daniela VERCELLINO* National School of Political Studies and Public Administration, D&D/Testcentral, Romania Drago ILIESCU National School of Political Studies and Public Administration, D&D/Testcentral, Romania Abstract: Accordingly to the European Agency for Safety and Health at Work work-related stress is one of the biggest health and safety challenges that we face in Europe. Stress is the second most frequently reported work-related health problem (Takala, 2009). However, the individuals beliefs and meaning about stress affect their perception and of course their reactions toward this phenomenon. In this paper, we address the issue of what people really mean and understand when they say they are stressed, by identifying the lay representations of work related stress. In order to investigate this, we utilized a structured interview with 220 individuals from a range of occupations and organizational levels. The meaning of occupational stress and the way it should be addressed was examined using a qualitative approach. We analyzed the interviews accordingly to Smith and Kendalls methodology, using 2 pairs of experts; first we identified the core representations and than a second pair of experts reallocated the examples to the labeled categories. Results indicate that there is little consensus regarding these representations of occupational stress. The interpretation of the concept varies in a large range of personal, environmental and organizational factors, which were highlighted by the participants. Keywords: occupational stress, lay representations, qualitative analysis 1. Introduction Stress, particularly work-related stress, has aroused growing interest across Europe in recent years (National Institute for Occupational Safety and Health, 2002). The workplace has changed dramatically due to globalization of the economy, use of new information and communication technology, growing diversity in the workplace (e.g. more women, older and higher educated people, as well as increased migration, particularly between the EU member * Contact daniela.vercelino@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 235 states), and an increased mental workload (Kompier, 2002; Landsbergis, 2003; National Institute for Occupational Safety and Health, 2002). It is not easy to properly define what stress is, although it is quite a common experience for everyone. Stress is a part of everyday life and not necessarily a negative phenomenon, being based on a physiological stimulus usually connected with human-environment interac- tions (Costa, 1995). Nowadays, stress is defined in different ways by researchers in various fields of studies (psychological, medical, biomedical, management, and social sciences). The term stress may have different meanings for each individual, and even scientists have developed widely varying definitions. Studies have shown that stress is not confined to any specific occupation or geographical area. Concomitantly, occupational environment, organizational structure and policies, as well as role and task demands have been identified as determining factor for the levels of stress (Dharmangadan, 1988). Thus, researchers assert the need to acknowledge and deal with these issues more accurately at a situational level (DiMartino, Hoel and Cooper, 2003; Giga, Faragher and Cooper 2002). Occupational stress is becoming increasingly globalized and affects all countries, all pro- fessions and all categories of workers, as well as families and the society in general. Despite the volume of literature that is available about work stress, few definite conclu- sions can be drawn because of: (1) the elusive nature of work stress as a concept; (2) methodological issues in the identification of contributing factors; and (3) inadequate evalu- ation of management strategies (Kendall, Murphy, ONeill & Bursnall, 2000) There have been many attempts by researchers in a number of publications, to accurately define occupational stress (European Agency for Safety and Health at Work, 2000) but yet there seem to be no generally accepted definition. This, however, does not reduce the impor- tance of recognizing and managing occupational stress in the workplace. Rees and Redfern (2000) have suggested that due to the lack of clarity related to the construct and the substan- tial definition of occupational stress, it could easily occur that employers and employees are misguided by their own perceptions of the nature and causes of occupational stress, when involved in stress-related issues. As a result, intervention strategies to stress-related prob- lems could be misdirected. Therefore, there are considerable difficulties in measuring stress, as well as its various manifstations in the occupational arena. Interpretation of various data sources on occupa- tional stress relies on understanding a studys methodology and the problems inherent with this type of phenomenon. 2. Lay Theories The theories people use in their everyday life have been termed with names such as lay, implicit, naive, intuitive, common sense, or background beliefs, because people are not nec- essarily aware of their theories or the impact of those theories on their social understanding (Hong, Levy & Chiu, 2001). Research on lay theories has been dominated by a functionalist assumption that people are intuitive scientists (Kruglanski, 1990). Motivated primarily by epistemic goals, perceivers 236 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 236 Marketing and Organization Management in the Global World 237 have presumably developed naive theories to understand, predict, and control their environ- ment. Thus, in the dominating intuitive scientist metaphor, lay theories, like scientific theo- ries, are products of an inductive-hypothetical-deductive process (Hong, Levy & Chiu, 2001). Like scientific theories, lay theories serve the epistemic function of sense making sense. Levy, Plaks, Hong, Chiu, and Dweck (1999, as cited in Hong, Levy & Chiu, 2001) submit that a lay theory provides meaning systems that impose psychologically meaningful con- straints on the infinite variety of interpretations available for a particular stimulus or event (Hong, Levy & Chiu , 1999: 156). 3. Lay Theories of Occupational Stress Occupational stress is widely invoked by both professionals and lay persons as an expla- nation of illness. However, examination of the stress literature reveals that stress is a multi- faceted concept which many argue is yet to be adequately defined. While professionals gen- erally agree that stress arises because of a lack of balance between the worker and the work environment (Cox, 1993) argument exists over whether stress is an individual or a workplace problem (Baker, 1985). As a result, a range of explicit scientific theories have emerged to describe and explain antecedents, consequences and the relationships between them. The concept of stress, however, is not confined to academic discourse. It is also well established in the public discourse on health and psychological well-being. Lay and scientif- ic theories of stress share many similarities and it is argued that these theories are to some extent mutually reinforcing (Furnham, 1997, as cited in Lewig & Dollard, 2001; Pollock, 1988). Pollock (1988: 381) observes that `the emergence of stress and its diffusion through society ... seems to directly parallel its discovery as a theoretical concept. He argues that stress is a manufactured concept which has become a social fact, the elaboration of which has had a pronounced and direct effect on lay beliefs and behavior. This proposed symbiot- ic relationship between everyday beliefs and scientific theory can have important conse- quences for workers. First, lay theories play a prominent role in the etiology and reporting of stress. Theories about the causes and consequences of stress can determine a persons expec- tations of what causes stress in themselves and others (Furnham, 1997, as cited in Lewig & Dollard, 2001). More importantly, failure to recognize stress and/or reticence to report stress can have serious personal implications. Public understanding of health issues is influenced by the social and political interests of those who gather the information and by the media which disseminates it. This has implica- tions for lay peoples beliefs about work stress and has potentially serious personal implica- tions in terms of recognizing, reacting to, and reporting stress in the workplace (Furnham, 1997, as cited in Lewig & Dollard, 2001). The somewhat ambiguous nature of work stress renders it vulnerable to political, social and economic manipulation. This study explores how the issue of work stress is represented in the mind of Romanians. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 237 4. Method Participants Lay representations of work stress were obtained from semi-structured personal inter- views with 220 working adults; 65% of the participants were female and 35% were male, with ages between 19 and 56 (m=32.46, SD=?5.14). Only 15% of the participants were in management positions, the rest being employed in non-managerial work. Participants were recruited by students attending the master degree program in organizational behavior, as a task of there final exam for a course taken on occupational stress and workplace wellbeing. The sample was uncontrolled as per demographic and geographic variables, most of the par- ticipants being employed in Bucharest. Measures The questions utilized in this study were taken from the study realized by Kinman & Jones (2005). The questions initiating discussion on each topic, as suggested by the above mentioned authors, were as follows: 1. What do you think the term occupational stress means? 2. Some people think there is more work stress around nowadays? To what extent do you agree with this view? 3. Are there any particular jobs or working conditions that you think are more stressful than others? If so, what are they, and why do you think they more stressful? 4. Are there any particular types of people that you think would be more likely to suffer from stress? If so, what types of people are they, and why do you think they are more stressed than others? 5. If somebody was experiencing stress at work, what would be the signs? 6. A number of things can be done to help people manage stress at work. If people are stressed at work what do you think can be done about it? Procedure The questions were piloted with a small sample to ascertain that they were understand- able and elicited a free response. Participants were assured of confidentiality and anonymity. The interviews with most participants (88%) where taken one to one. The interview takers were instructed to offer explanations if the questions where not clear enough for the partici- pants. Most of the explanations offers during the interview regarded the term occupational stress, due to the fact that most of the people were not familiar with the expression. Inter- view lastetd between 20 minutes and 45 minutes. After registration of the interniew using moder technology, we translated the interviews in order to analyse its. The other part of the interviews (12%) where taken by sending the participants the questions. We applied this methodology only with participants with whom we assumed that the questions will not pres- ents much difficulty interpreting its; paricipants that were questioned in such manners were psychologist (employed within human resources departments), or other professionals com- ing from the human resouces field. 238 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 238 Marketing and Organization Management in the Global World 239 Analysis Not being able to access the methodology used by Kinman & Jones (2005) within their research (they used a specific program for qualitative research, the NuD*IST data analysis software), we applied the methodology suggested by Smith and Kendell (1963, as cited in Pitariu, 2006). The methodology described by Smith and Kendall (1963, as cited in Pitariu, 2006) uses a couple of experts who group the information obtained through a qualitative measure in chunks of information. In this case we worked with 2 pairs of psychologists 2 of them grouped the information obtained through the interview in categories and the other 2 psychologist received the interviews and the categories, their task being that of placing each piece of the interview (each response to each question) back into a category; when an ambi- guity arose, they were asked to label a new category or to declare the item (response) as ambiguous / impossible to categorize. Generally this procedure assumes that experts are selected to contribute, based on their expertise in the focal area. Smith and Kendall (1963, as cited in Pitariu, 2006) maintain that these procedures allow for an instrument to be devel- oped in the language of the area that is being investigated, therefore increasing its face valid- ity. Acriterion of 80% successful retranslation was used for retaining items. That is, an item was retained only if at least 80% of the ratings indicated that the item represented a particu- lar dimension. Based on this measurement, only 138 interviews were selected to be analyzed in order to develop the representation of occupational stress in Romania. Results All participants to the survey were generally surprised by the idea that such a research is going on in Romania. The basis of the idea was the reading of the European Commission report on stress (2005), a survey which is run by the European Commission every five years. This year will be the first year in which Romania will take part to this survey and will be part of the report, due to the fact that now Romania is a full member of the EU. In alignment with this idea and having as a start point the research conducted by Kinman & Jones (2005) we addressed the issue of how well the concept of stress, and especially occupational stress, is known in Romania, and most important what is it that people really mean when they say they are stressed out. Results of the survey will be presented in such a way as to underline the issues addressed. 1. What do you think the term occupational stress means? Most of the participants who took part in this survey were quite surprised of hearing a questions addressing occupational stress, for many of them the term being almost unknown. So, we had to explain the term and we used the following expression the stress that you experience within a work setting. When picturing the question in such terms, participants felt more secure in giving an answer. Table 1 presents the results (in percentages) regarding the conceptual answers offered by people to this first questions. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 239 Table 1. What do you think the term occupational stress means? Analyzing the above mentioned answers, which were given by the participants, we can underline that, as in the case of theoretical scientific theories where no final agreement was reached regarding the definition of stress the lay definitions of stress also vary very much. Stress is seen as a response to environmental factors -the incapacity of the organism to adjust to the requirements (A.N., 35 years) but is also seen as a response to the limited resources of the individual I felt that I am resourcefulness, that my body does not have the energy to go on (C.T., 29 years) and is also seen as a stimulus that could generate illness, by some of the participants when talking about negative conditions within the workplace, about monotony of the tasks. 2. Some people think there is more work stress around nowadays. To what extent do you agree with this view? A considerable majority of the sample (N=121) alleged that stress at work has reached epidemic proportions in recent years. The most common explations of the participants used to explain this changing nature of stress relies on the economic crisis that increased insecuri- ty in the workplace, the possibility to lose ones job (30.97%). Another reason offered, which is correlated with the first presented, is that very few jobs are available on the labour market (10.86%). Participants also pointed to the fact that life expectancy has decreased due to the fact that worries induce a large spectrum of illness and poor life conditions (20.28%). This could be related to the fact that people are experiencing higher demand than before the crisis situatioan and low control (which leads to the impossibility to leave their working life within a secure enviroment) and this might lead to a great deal of psychological strain (Schnall, Dobson & Rosskam, 2009). What would be interesting to draw attention to is that even if we are talking about very few participants (even in the total sample), there are some who pointed out that even though the variety of stress factors increased we have to take into consideration that the natural first 240 Globalization and Changing Patterns in the Public Sphere Conceptual answers Percentage All the strains that one is experiencing within a work setting 34.78% A high volume of work 2.17% An illness accumulated over time 1.44% A high level of tension and worries that are experienced within the work setting 6.52% The work-family conflict 10.14% Peoples perception over an important event that took place at work and that had negative results 5.78% The tension generated by the activities that a person is performing every day monotony 5.79% Social interactions which are negative for the individual and are repetitive 2.89% Limited resources 10.14% The limited resources of the person 10.14% The reaction to deadlines time pressure 9.41% Did not provide an answer .72% Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 240 reaction of a human being is to adjust so that our cognitive systems have developed more accurate strategies to react in a positive manner to these new conditions (6.5%). An interest- ing remark which must be addressed here is that some participants pointed out that being stressed is similar to being fashionable (T.G., 42 years). 3. Are there any particular jobs or working conditions that you think are more stressful than others? If so, what are they, and why do you think they are more stressful? Talking about the most stressful jobs, peoples first reaction was to point out that every type of job has some particular stressor (10.86%). Some participants pointed out that work- ing within the public sector is more stressful (13.04%), meanwhile only 2.17% pointed out that working within the private sector means dealing with more job stress. Table 2 illustrates the occupations that were considered by the participants as most stress- ful, as well as the explanations that some participants offered. Table 2. Most stressful occupations. 4. Are there any particular types of people who you think would be more likely to suffer from stress? If so, what types of people are they, and why do you think they are more stressed than others? Results show that peoples perceptions on the typology of those persons wjo are most affected by stressor talk about those people who have a high emotivity; therefore the expla- nation of why di we experience stress is mostly based on personal characteristics rather than on job characteristics or other stressors. As shown in Table 3, most of the participants considered that individual characteristics have a priming effect on experiencing stress. Marketing and Organization Management in the Global World 241 Occupations Percentage The medical personnel because they have peoples life in their hands 17.39% The firemen 9.42% The miners 2.17% The banking sector they work with money, clients, many numbers 13.76% The managerial level they are making many decisions and have bigger responsibilities 23.18% The IT field 4.34% The construction workers they work outside much of the time, despite adverse meteorological conditions 5.07% The air traffic controllers 9.42% The teachers / professors 10.14% People working with clients / Sales representatives 3.62% The drivers 5.07% The policemen 2.17% Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 241 Table 3. Typology of people experiencing stress. As we can easily see from the above categories, most of the respondents ascribe the rea- son for experiencing stress to personal characteristics. Interesting to remark is the fact that women are considered by a large number of participants as the most affected category Gen- erally speaking, I consider that women are more affected than men; women have to worry about the job but also about their families (G.T., 37 years). Even though the answer could be categorized as discriminative because it pictures the fact that women are the principal actor in the family life, the results are consistent with cultural studies that shows that Roma- nia has a strong masculinity (Hofstede et al., 1996). 5. If somebody was experiencing stress at work, what would be the signs? Interviewees maintained that work stress affected employees in various ways. Statements to this question were allocated into four categories: psychological, behavioural, physical and cognitive. As can be seen in Table 4, the psychological consequences of stress, most notably anxiety, were most commonly emphasised. The negative impact of work stress on physical health but also on job performance was also commonly highlighted by interviewees. 242 Globalization and Changing Patterns in the Public Sphere Individual characteristics Percentage People who generally show high levels of emotivity; generally women 27.53% People with a high level of emotional instability 12.31% People who are overburdened too many tasks to carry on 5.07% People who do not have onfidence in their own abilities 11.59% People who are not communicative 12.31% People with no resilience and who are irascible 7.24 Perfectionist people individuals who are constantly seeking perfection and control 15.94% People who also have problems at home 10.14% Decision makers 9.42% People experiencing job incompatibility 6.52% People wjo are constantly interacting with clients 6.52 % Lonely people 2.89% Tired people; individuals affected by sleep disorder 2.17% Young people who need to get a job and do not have a balance in their private life 2.17% Participants thinking that such typologies do not exist 3.62% Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 242 Table 4. Reaction to stress. As seen from above, stress was thought to result in physical illness in general and tired- ness, aches and pains, and digestive problems in particular. More serious physical health problems such as heart attacks and hypertension were not mentioned. One possible explana- tion could be that the phenomenon is not related in peoples mind with such negative impact, due to the fact that nowadays occupational stress is not considered by the Romanian legisla- tion a professional illness. Workplace stress was also thought to impact on the employees cognitive functioning, leading to a reduction in performance and difficulties in concentrating and prioritising activ- ities within their work settings. 6. A number of things can be done to help people manage stress at work. If people are stressed at work what do you think can be done about it? Even though organizations rarely address the difficult problem of stress management, participants to the study explained easily how stress can be reduced, in their view. It is important to note that the responsibility of stress management is shared in the mind of the people; they think that there are things which can be done by the organizations, but also actions which can be taken by the individuals. Table 5 shows the most relevant stress management techniques proposed by the partici- pants. Marketing and Organization Management in the Global World 243 Reactions Percentage Tension / anxiety / worry 59.41% Tiredness 15.21% Poor physical health (ulcer, gastritis, loss of appetite, dizziness) 14.49% Lack of concentration 21.01% Poor performance 34.77% Depression / unhappiness 19.56% Less sociable 13.76% Panic difficulty prioritising 8.69% Physical reactions trembling 11.59% Reduced committment 6.52% Increased consumption of substances alcohol, caffeine and nicotine 2.89% Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 243 Table 5. Stress management techniques. Discussion As noted by Kinman & Jones (2005) the representations of occupational stress found in the present study are not naive beliefs about cause and effect, but sophisticated and multifac- eted (2005: 115), even though they do not picture the whole phenomenon. In dissonance with Lewig and Dollard (2001), who examined newspaper coverage of the phenomenon and found out that work stress was perceived to be positive and functional as well as a negative feature of the workplace, our study suggests that most of the participants perceived the phenomenon as a negative one. On the long term, experiencing stress at work was generally believed to erode the indi- viduals physical and/or psychological integrity. This reflects the prevailing view amongst researchers that chronic work stressors are likely to result in poor health. Perceptions of a strong causal link between work stress and poor health were commonly expressed. Interviewees were more likely to associate the concept with minor psychosomat- ic complaints such as headaches and fatigue, than with more serious conditions such as hypertension and coronary heart disease. The most general conclusion which can be drawn upon this research is that stress is a complex phenomenon not only for the scientist but also for the people experiencing it. Researchers often have posited a strong relationship among perceived stress, an individ- uals coping resources and coping mechanism, and the etiology of stress-related maladaptive health responses (Lazarus, 1999). How an individual handles stress plays an important role in determining the health outcomes of the individuals encounter with stress (Shirom, 2003). In respect with current findings, lay theories of stress may therefore play a crucial role in the individuals expectancy to cope with the situation. Our aim is to address the importance of such an approach within the study of stress, because one starting point for the development of stress interventions is to gain an understanding of 244 Globalization and Changing Patterns in the Public Sphere Stress Management techniques Percentage Recreational activities 10.86% Taking time to rest 5.79% Socializations meeting people whom you like 13.04 Therapy or other form of specialized help 13.03 Positive thinking 10.14% Efficient time management prioritization 17.39% A good communication at work promoted by HR techniques 18.84% Good professional relationship with direct managers 12.31% Vacations disconnecting from all stress sources from work 25.36% Self-management 11.59% Practicing sport 7.24% Healthy way of life starting with healthy food 5.07% Improving working conditions 5.07% Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 244 how individuals think about and understand the phenomenon and its causes. This is based on the idea that individuals are similar to experts (i.e., that they have good knowledge about the phenomenon via personal experience). References 1. Baker, D. E. (1985). The study of stress at work. Annual Review of Public Health, 6, 367-381. 2. COSTA, g. (1995). Occupational stress and stress prevention in air traffic control. International Labour Office, Geneva. 3. Cox, T. (1993). Stress Research and Stress Management: Putting Theory to Work. Sudbury: HSE Books. 4. Dharmangadan, B. (1988). Stress at work: a comparison of five occupations, Psychological studies, 33, 3,162-169. 5. Di Martino V. Hotel, and Copper, C.L (2003). Violence and Harassment in the Workplace: Areview of literature, Report commissioned by the European Foundation for the improvement of living and working conditions, Dublin. 6. European Agengy for Safety and Health atWork (2000). http://osha.europa.eu/en/publications/reports/203 (accesed on 25.06.2010). 7. Giga, S., B. Faragher, and C.L. Cooper (2002). Identification of Good Practice in Stress Preven- tion/Management: A State of the Art Review. University of Manchester Institute of Science and Technolo- gy, Report commissioned by the Health and Safety Executive (HSE). 8. Hofstede, G., Kolman, L., Nicolescu, O., Pajumaa, I., (1996), Characteristics of the ideal job among students in eight countries, H. Grad, A. Blanco and J. Georgas (Eds.), Key Issues in Cross-Cultural Psychol- ogy, Lisse NL., Swets & Zeitlinger, 1996, 199-216. 9. Hong, Y., Levy, S.R. & Chiu, C.(2001). The Contribution of the Lay Theories Approach to the Study of Groups. Personality and Social Psychology Review, Vol. 5, No. 2, 98-106. 10. Kendall, E., Murphy, P., ONeill, V. & Bursnall, S. (2000). Workers Compensation and Rehabilita- tion Commission 11. http://www.workcover.wa.gov.au/nr/rdonlyres/430fd50b-d86b-4b98-8f9a-af5a5d072f09/0/occupa- tionalstressareviewoffactorsinfluencingitsoccurrenceandeffectiveinjurymanagementp.pdf (accesed on 12.04.2010). 12. Kinman, G. & Jones, F. (2005). Lay representations of workplace stress: What do people really mean when they say they are stressed?, Work & Stress, April_-June 2005; 19(2): 101-120. 13. Kompier, M. A. J. (2002). The psychosocial work environment and health: What do we know and where should we go? Scandinavian Journal of Work, Environment and Health, 28, 1-4. 14. Kruglanski, A. W. (1990). Lay epistemic theory in social cognitive psychology. Psychological Inquiry, 1, 181-197. 15. Landsbergis, P. A. (2003). The changing organization of work and the safety and health of working people: Acommentary. Journal of Occupational and Environmental Medicine, 45, 61-72. 16. Lazarus, R.S. (1999). Stress and Emotion: A New Synthesis. New York: Springer-Verlag. 17. Lewig, K.A. &. Dollard, M.F. (2001). Social construction of work stress: Australian newsprint media portrayal of stress at work, 1997-98. Work & Stress, 15, 2, 179-190. 18. NIOSH (2002). The Changing Organization of Work and the Safety and Health of Working Peo- ple; NIOSH Publication No. 2002-116. http://www.cdc.gov/niosh/docs/2002-116/. 19. Pitariu, H.D. (2006). Proiectarea fiselor de post, evaluarea posturilor de munca si a personalului. Un ghid practic pentru managerii de resurse umane. Irecson: Bucureti. 20. Pollock, K. (1988). On the nature of social stress: Production of a modern mythology. Social Sci- ence and Medicine, 26, 381-392. 21. Rees, CJ & Redfern, D. (2000). Recognising the perceived causes of stress: a training and develop- ment perspective, Industrial and Commercial Training, vol. 32, no. 4, 120-27. Marketing and Organization Management in the Global World 245 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 245 246 Globalization and Changing Patterns in the Public Sphere 22. Schnall, P.L., Dobson, M. & Rosskam, E. (2009). Unhealty Work: Causes, Consequences, Cures. Baywood Publishing Company, Amityville, NY. 23. Shirom, A (2003). The Effects of Work Realted Stress to Health, in Handbook of Work and Health Psychology, Schabracq, M.J., Winnubst, J.A.M. & Cooper, C.L. Eds.; Wiley. 24. Takala, J. (2009). European Agency for Safety and Health at Work [http://osha.europa.eu/- en/blog/takala-talks-eu-osha-blog2019s-first-post]. 25. http://www.ilo.org/public/english/protection/condtrav/pdf/wc-gc-95.pdf (accesed on 12.05.2010). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 246 Knowledge Creation Determinants in Organizational Environments Ivona ORZEA* Academy of Economic Studies, Bucharest, Romania Constantin BRTIANU Academy of Economic Studies, Bucharest, Romania Abstract: The capability to create and apply new knowledge is considered as one of the main sources of the competitive advantage of any company. Knowledge creation has produced an enormous interest in knowledge management field of research, lots of theoretical models, and abundant literature that tries to test and measure knowledge creation processes. In a knowledge creation process the managers must not consid- er only the types of knowledge that intervene in the process, but also the country, regional and industry characteristics and employee subjective factors that all become determinants of the process. Through gath- ering data from organizational environments using specific surveys, the purpose of the paper is to provide an empirical evidence about the factors influencing knowledge creation processes both from the point of view of the organization and of the individual. The results evidence that the process of knowledge creation is a contextual and dynamic process that requires a constructionist approach for a proper analysis, imple- mentation and evaluation. Keywords: knowledge, knowledge creation, knowledge dynamics models, organizational culture 1. Introduction The importance of knowledge as a substantial source of competitive advantage is well established in management studies. According to the knowledge-based view (Yang, Fang, Linc, 2010) a companys competitive advantage is deeply rooted in its own knowledge and those that it can obtain. Organizations can accomplish things that individuals cannot, this is why organizational knowledge represents a companys ability to take action that can distin- guish it from competitors and afford competitive advantage (Leonard-Barton, 1992). There- fore, to explain the dynamic processes of knowledge creation and the strategies to create knowledge become important issues to understand and to clarify organizational behavior. * Contact: ivona.orzea@gmail.com. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 247 The process of organizational knowledge creation has raised intense attention in the last decade, thus creating numerous perspectives on the concept. The concept of knowledge cre- ation is described by a composition of descriptors: the ability to originate novel and useful idea (Marakas, 1999), chaotic, unstructured and unsystematic (Davenport et al., 1998), when a company acquires and adopts knowledge from others, it modifies knowledge to make it suitable (Bhatt, 2000). In this perspectives knowledge creation is not a mappable process but a multisource phenomenon, which it is believed to lead to idea generation. Maybe the most popular definition of the concept is that of Nonaka and Takeuchi (1995), who define the process of knowledge creation as the capability of a company as a whole to create new knowledge, disseminate it throughout the organization and embody it in prod- ucts, services, and systems. Nonaka and Takeuchi (1995) describe a cognitive approach to knowledge creation that is realized through schemata, mental models and beliefs, a percep- tion which re?ects our image of reality and our vision of the future and what ought to be. Thus, according to the authors (Nonaka, Takeuchi, 1995) knowledge creation is achieved through metaphors, pictures and experiences. The theory is rooted in the philosophy of rationalism and empiricism, implying the truth is out there approach (McAdam, 2004). In order to analyze the process of knowledge creation it is necessary to use a categoriza- tion of knowledge. On one side there is the epistemological dimension of knowledge intro- duced by Polanyi (1983). The dimension distinguishes between tacit knowledge and explicit knowledge, where tacit knowledge is highly subjective and deeply rooted in personal experi- ences, and explicit knowledge is objective and easily articulated in formal language. On the other hand there is the ontological dimension of knowledge that distinguishes individual from collective knowledge. Some scholars, among them Nonaka and Takeuchi (1995) consider that only individuals are able to create knowledge, and the organization has the role of application. Although the static view of knowledge is important in explaining how existing knowl- edge can be created, exploited, the dynamic perspective on knowledge (Nonaka, Takeuchi, 1995) emphasizes how new knowledge leads to the generation of novel organizational out- comes. Thus, if knowledge and the processes of knowledge creation are so important deter- minants of organizational performance, then the strategies that lead to the increase of know- ledge creation processes are likely to be key area of strategic choice for the organization. 2. Knowledge Creation Models According to Nonaka (1994), knowledge embraces a continual dialogue between explic- it and tacit knowledge which drives the creation of new concepts and ideas that are formed in the minds of individuals (Yang, Fang, Linc, 2010). At the organizational level Nonaka and Takeuchi (1995) specify four knowledge creation modes as the processes of interplay between tacit and explicit knowledge that lead to the creation of new organizational knowl- edge: socialization (tacit to tacit), externalization (tacit to explicit), combination (explicit to explicit), and internalization (explicit to tacit). Through the socialization mode new tacit knowledge is yielded. According to the authors (Nonaka, Takeuchi, 1995) this is realized through informal interaction, through spending time together, making joint hands on experi- ences, working in the same environment, informal social meetings between members of an 248 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 248 organization. Externalization on the other hand is converting tacit knowledge into explicit knowledge through formal interactions. The combination mode involves transforming explicit knowledge into explicit knowledge through colleting, editing, sorting, synthesizing existing explicit knowledge and disseminating it into new knowledge. Through absorption, embodiment explicit knowledge is transformed into tacit knowledge. This mode is known as internalization. The most common ways of internalizing explicit knowledge are day-to-day work, experimenting, trial-and-error activities, tests. The four conversion modes shape the knowledge-spiral of the knowledge-creating company. Zollo and Winter (2002) develop a similar approach to Nonakas model, based on four knowledge transformation processes (variation, selection, replication, and retention). The interaction between these processes is named evolution cycle, in which feedback and exter- nal stimuli to the knowledge creating entity are introduced as triggers for knowledge creation. Although Nonakas model of conversion has been described as one of the most influen- tial model in the knowledge strategy literature, it has numerous drawbacks. Nahapiet and Ghoshal (1998, cited in Yang, Fang, Linc, 2010) argue that within Nonakas model all knowledge processes have a tacit dimension rather than using different terms for those forms of knowledge conversion involving tacit or explicit knowledge. Moreover, while the model specifies four distinct knowledge creation modes, in reality they are reiterative and overlap- ping (Bratianu, 2010). Schulze and Hoegl (2008) proved through empirical research that out of the four modes only two are positively related to the generation of new ideas. According to the authors (Schulze, Hoegl, 2008) socialization is positively related to the generation of new ideas. Informal and face to face interactions of individuals, especially with different backgrounds are ideal grounds for novel ideas generation. Informal discussion, dialog, trust and informal networking are key-preconditions for socialization. Socialization is believed to give rise to novel ideas in two ways: by stimulating sparks and by taking them further. On the other hand, externalization has been proven to be negatively related to knowledge cre- ation, mostly because of the employees tendency to stick to a winning formula. Habit tends to inure to inconvenience. Collecting, editing, sorting and synthesizing explicit knowl- edge gives rise to systematized knowledge, product specifications, manuals, which allow people to shake reality into a new pattern. The sole synthesis of familiar technologies in a new way is not sufficient. For the generation of truly novel product ideas, organizations must actively create knowledge about alternative components, not only knowledge of new combi- nations of existing, thus combination is believed to be negatively related to knowledge cre- ation, whereas, internalization, the absorption of existing knowledge to create new tacit knowledge, supports the generation of novel ideas. Internalization entails trial-and-error simulations to gain a deep rooted comprehension of the logic or the functioning of an initial spark, experimenting utilizes existing knowledge in order for new ideas to emerge. In order to provide a complete description of every process ok knowledge creation and transfer Martin de Castro, Saez, Novas Lopez, Galindo Dorado (2007) propose an improve- ment in the Nonakas model of knowledge creation. The authors (Martin de Castro, Saez, Novas Lopez, Galindo Dorado, 2007) propose placing the epistemological and ontological dimensions of knowledge, creating the EO-SECI model. The main characteristics of the model are the consideration of the SECI knowledge creation cycle at al ontological levels Marketing and Organization Management in the Global World 249 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 249 250 Globalization and Changing Patterns in the Public Sphere within the organization, the treatment of knowledge leaps from one level to another, consent- ing knowledge to pass from one level to another within crossing intermediate ontological le- vels and conceding a two-way path to processes which link different levels. Within this model an internal cycle of knowledge conversion takes place at each ontological level, which leads to the idea of an organization where leach level becomes an entity with learning and know- ledge creating capabilities (Martin de Castro, Saez, Novas Lopez, Galindo Dorado, 2007). Having as a starting point the knowledge creation models developed throughout the time, the main purpose of this article is to determine by means of quantitative non-experimental research the main factors, determinants, that companies within Romanian business environ- ment employ in order to boost the knowledge creation process. 3. Research Methology In order to reach our goal to determine the factors employed to boost knowledge creation processes, we developed a survey for the concepts to be analyzed. The survey was designed to assess the degree of importance of several factors (organizational culture, motivation, per- formance systems, mistake tolerance, socialization activities, re-use of information, innova- tion encouragement etc.) presumed to affect the process of knowledge creation according to each respondents opinion and perception. In order to assess the accuracy of the measure- ment the factors were extracted solely from the literature, based on the strategies of the pre- viously proposed models (Nonaka, Takeuchi, 1995; Martin de Castro, Saez, Novas Lopez, Galindo Dorado, 2007; Schulze, Hoegl, 2008; Yang, Fang, Linc, 2010; Zollo, Winter, 2002; McAdam, 2004; Martin de Castro, Saez, Novas Lopez, 2008). To establish the profile of each respondent the first part of the survey was dedicated to identifying the respondents details (age, educational level, position within the company, and years of experience on the job). The factors presumed to affect the knowledge creation process were assessed by obtaining the respondents level of agreement with the existence of the indicators in their work environment. For that reason a Likert scale was used, ranging from 1-totally disagree to 5-totally agree. The data was gathered from companies acting within the Romanian business environment, during the period May June 2010. For an accurate and objective answer 330 surveys were distributed both to public and private companies. Out of the total number of surveys distrib- uted, 204 were validated and used for analysis, resulting in a response rate of 61.8 percent. The results were analyzed using Statistical Package for Social Sciences (SPSS) version 17. 4. Results Analysis The method used to reach the goal was factor analysis. This technique allows the identi- fication of factors from analyzed data. Both Bartlett and KMO tests suggest the appropriate- ness of this analysis method (table 1). Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 250 Table 1. KMO and Bartletts Test. Once applied the factor analysis with main component extraction through varimax orthogonal rotation, we obtained six factors that represent 59.6 percent of the information contained in the original data. Applying an oblimin rotation also shows the same results. Table 2. Total variance explained. The analysis revealed that the first factor holds a 34% of the total variance. This factor gathers eleven questions of the survey. Among the statements included are: the employees are encouraged to express freely their ideas; the company actively encourages innovative ideas; the managers are open to employees suggestions; the company respects experiences, ideas and opinions diversity; the best suggestions coming from the employees are applied throughout the company; the employees are given autonomy to act according to their posi- tion within the company; creativity is appreciated and rewarded within the company; know- ledge creation is a criterion in the overall performance appraisal. After the analysis of the statements contained in this factor we named it openness towards and encouragement of innovative and creative ideas. The second factor explains almost 7% of the total variance and it comprises statements mostly related to socialization activities among employees and the encouragement of team- work and involvement in the decision process: employees often engage in informal activities, focused on free-time and social activities outside the work place; informal meetings like cof- fees, luncheons, and other social activities are highly encouraged throughout the company; Marketing and Organization Management in the Global World 251 Component Initial Eigenvalues Total % of Variance Cumulative % 1 8.535 34.139 34.139 2 1.730 6.918 41.057 3 1.328 5.311 46.368 4 1.275 5.099 51.467 5 1.037 4.146 55.613 6 1.002 4.007 59.620 7 .907 3.630 63.250 8 .841 3.364 66.614 9 .807 3.229 69.843 10 .805 3.219 73.062 Kaiser-Meyer-Olkin Measure of Sampling Adequacy .898 Bartletts Test of Sphericity Approx. Chi-Square 1969.200 df 300 Sig. .000 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 251 252 Globalization and Changing Patterns in the Public Sphere mentoring and master-apprentice relationships are common practices within the company; the company promotes the creation of workgroups, communities of practice and personal net- works among employees; the company promotes workgroups to visit other units or areas to be visited by other individuals or groups. The studies (Martin de Castro, Saez, Novas Lopez, Galindo Dorado, 2007; Martin de Castro, Saez, Novas Lopez, 2008) reveal that the close and personal relations provided by mentoring practices, help reach a high level of cultural homo- geneity within the company and this makes appropriate from this factor to be considered as important determinant of socialization, which leads us to name the second factor socializa- tion activities inside and outside the workplace With 5.3% of total variance explained the third factor contains nine statements from the sur- vey: the company employs information gathered by its employees to develop reports, memos, and goal plans etc.; the information contained in files, databases, intranet is classified but it can be accessed. Analyzing the components of this third factor we can conclude that an important element in the knowledge process is the re-use and combination of existing knowledge. The fourth factor of the analysis comprises mostly statements related to the organization- al culture of the company: the corporate vision, mission and values are shared by employees; the corporate vision, mission and values as well as the organizational history are well known by every employee, which lead us to name the factor identification with the organizational values, objectives. The two remaining factors, factor five and factor six, contain items that do not constitute a coherent totality from a conceptual point of view, and as such, are not easily interpretable. Some of the statements that load on these two factors appear to overlap in meaning with other factors. For example, statements (e.g. the employees are given autonomy to act accord- ing to their position within the company) in factor six appear reflected in factor one too. Given that the present factor structure appears to be represented by four dimensions we decided to rerun factor analysis, stipulating the extraction of only four factors. The second factor analysis revealed the desired four factors. The first factor contains twelve statements that clearly reflect the openness towards innovation and the encourage- ment of creativity among employees. Second factors statements reflect the encouragement of teamwork and informal activities. The third factor contains eight statements closely relat- ed to the re-use, combination of existing knowledge to develop new knowledge, while the fourth factor reveals the importance of employees identification with the corporate values, vision. The rotated factor structure shows a number of cross-loaded statements that were deleted prior to interpretation. Deletion of cross-loaded statements serves to clarify the fac- tors and makes their interpretation easier. The present four-factor model represents the com- bination of the six original factors, and appears to reflect more accurately the underlying fac- tor structure of the 25-statement knowledge creation inventory. The reliability of a measuring instrument is defined as its ability to consistently measure the phenomenon it is designed to measure, thus the importance of measuring the consistency of the factors determined. The internal consistency of the factors should be tested to ensure the reliability of the factors. Cronbachs Alpha is higher than 0.81 for all of the four factors, which indicates high overall internal consistency among the items representing the factors. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 252 Marketing and Organization Management in the Global World 253 5. Discussion and Conclusions The results of the analysis outline important differences among the processes of knowl- edge creation proposed by the models developed at theoretical level (Nonaka, Takeuchi, 1995; Martin de Castro, Saez, Novas Lopez, Galindo Dorado, 2007; Schulze, Hoegl, 2008; Zollo, Winter, 2002) and those that can be found in the practice of the companies acting within the Romanian business environment. The processes of knowledge creation within companies do not follow the scheme of a certain knowledge creation model. The results reveal that the companies use four general categories of factors related to the knowledge cre- ation processes: openness towards and encouragement of innovative and creative ideas, socialization activities inside and outside the workplace, re-use and combination of existing knowledge, identification with the organizational values, objectives. As depicted from figure 1 the four factors identified can be combined to outline the determinants of the process of knowledge creation in businesses environments: organizational culture, vision and mission and the combination of existing knowledge. Acompany cannot order people to be creative. All it can do is attempt to create an envi- ronment, atmosphere of freedom and safety in which innovation and creativity can develop, to create an organizational culture with the emphasis on knowledge creation. Astrong orga- nizational culture, which acts on individual intelligence and core values, and generates the spirit of excellence, contributes especially in building up an intellectual capital with a great potential for innovation and creativity (Bratianu, Vasilache, Jianu, 2007). This can be done by constantly reinforcing the importance of creating new knowledge, not just in meetings but also include knowledge creation as performance criteria and reward employees that reach the targets regarding knowledge creation. Customized award programs can be developed in order to recognize creativity and the creation of new knowledge within the company. Figure 1. Knowledge creation determinants. Encouragement of innovative and creative ideas. Socialization activities inside and outside the workplace. Identification with organizational values, objectives. Re-use and combination of existing knowledge. Organizational culture Vission and mission Knowledge combination Knowledge creation Factors Determinants Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 253 254 Globalization and Changing Patterns in the Public Sphere Another important element in building a strong organizational culture is the element of trust among employees. Informal meetings both within the workplace but also outside the working environment lead to building trust among employees and consequently to the cre- ation of new knowledge. When individuals address in an informal environment a common challenge, each skilled person frames both the problem and its solution by applying the men- tal schemata and patterns he or she understands best. The result is a cacophony of perspec- tives, whereas these varying perspectives foster creative abrasion (Schulze, Hoegl, 2008). Convergence is needed and happens by discussion and dialogue of employees where thoughts are exchanged informally, building on trust and informal networking as key-pre- conditions (Leonard, Sensiper, 1998). For a company to be successful in creating new knowledge it needs a vision, a clear establishment of where it is going and how is it going to get to the desired position. There- fore determinants in the process of knowledge creation are the vision and the mission of the company. On a par with organizational culture, the mission and the vision also act on the emotional intelligence and the core values of the employees and can help to increase the cre- ation of knowledge within the company. Top managers who have absorbed the companys traditions and stories should constantly re-tell those stories to reinforce the values and atmosphere that encourages the creation of new knowledge. Although the theoretical perspective on knowledge creation model regards the re-use of existing knowledge as being negatively correlated to knowledge creation processes the analysis of the data reveals it as being one of the determinants of knowledge creation processes within the Romanian business environment. Sorting, editing or combining explic- it knowledge allows people to shake reality into a new pattern (Schulze, Hoegl, 2008) which can lead to incremental innovation. The main contribution of this article is the drawing of the determinants of the process of knowledge creation. The process of knowledge creation employed by companies from the Romanian business environment does not follow the general scheme of a certain knowledge creation model. The managers must look for the factors that condition the creation of knowl- edge within the company. Of course, there is no unique way of creating knowledge but the processes can always be determined by the same factors. The analysis undergone within this article reveals the determinants of the knowledge creation process within the Romanian business environment: the organizational culture, the vision and the mission of the company and the combination of existing knowledge. Thus, the process of knowledge creation is a contextual and dynamic one that requires a social constructionist approach (McAdam, 2004) for its proper analysis, implementation and evaluation. 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The Role of Cultural Institutes Dorina GUU National School of Political Studies and Public Administration, Bucharest, Romania Alina DOLEA* National School of Political Studies and Public Administration, Bucharest, Romania Abstract: The paper approaches the theme of creating the image of a nation in the context of a global- ized society defined as a network society with a focus on culture. The importance of culture is discussed from an interdisciplinary perspective that includes intercultural communication, international public relations, branding and public diplomacy in order to identify the convergent points and underline the differences between different perspectives. The concept of cultural diplomacy is further analyzed and comparative practices in Romania and USA are presented, in order to reveal the challenges faced today by the cultural diplomacy in action. The study opens the discussion on the role of cultural institutes in this context and ana- lyzes them as integrated in the cultural diplomacy strategy of the USA and Romania The paper focuses also on a possible role cultural institutes could play as initiators of cultural transformation of the national soci- ety. They should be first internally oriented and only then interested in communicating externally. Keywords: cultural diplomacy, nations, cultural institutes 1. Introduction The paper discusses the role that cultural institutes should have in a global context which redefines their status as social actors. The shift from the realism paradigm to the neoliberal paradigm that introduces the idea of organizations as actors competition on a global market leads to a reconfiguration of status in organizations, cultural institutes included. Traditional- ly, they are mainly perceived as part of diplomacy, even if diplomacy itself is undergoing a process of change from traditional to public diplomacy. However, a new field focused on * Contact: alina.dolea@comunicare.ro. Beneficiary of the project Doctoral scholarships for the development of the knowledge-based society, co-funded by the European Union through the European Social Fund, Sectorial Operational Programme Human Resources Development 2007-2013. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 257 cultural diplomacy has emerged; therefore cultural institutes should assume a wider role than being only cultural diplomacy representatives. In the global network society where visibility is essential and the competition is at cultur- al as it is political and economical, cultural institutes should have a different approach and a new strategy of development. If until now the main purpose of the cultural institute was communicating the national culture of each ones country, today, as a result of global changes, their role is rather focused on putting into contact diverse national cultural markets. Their internal strategy of cultural institutes aims to discover and help creating national va- lues with global significance. When it comes about their external strategy, there should be a shift in their communication processes from the one-way communication model to the two- ways symmetrical communication model, thus allowing a real cultural exchange to take place. Cultural institutes could become more than just simple actors competing against each other, and contribute actively to the creation of a global culture of dialogue and inclusion. That would imply doing less cultural diplomacy and more cultural relations. The paper explores the idea of promoting countrys images though cultural exchanges and activities. While most current studies and papers focuses mainly on how the image of a nation is created and communicated either internally or externally, this study is concentrated on the importance of cultural diplomacy and cultural institutes in this process. Although the relevance of culture increased lately due to the acceleration of the phenomena of globaliza- tion and communication technologies development, as shown before, this aspect was little and only indirectly explored so far in the international literature dedicated to country and nation image building and this is actually the first approach of the topic in Romania. Thus, the authors insist on clarifying several concepts and theories that link culture to nations images from a multidisciplinary perspective. 2. Images of Nations The Importance of Culture The phenomenon of globalization and development of the communication technologies is generally acknowledged today, although there is a continuous debate with regards to its effects on the present society, its future and the way organizations, nations understand to adapt to these changes. The process of globalization is driven by major economical and tech- nological transformations that generate interdependency between phenomena and is mani- fested wide-world. As Paul Dobrescu noted, due to the general evolutions in terms of tech- nology, economy, politics and media, it affects everyone (2003: 364). At the same time, it is important to understand the phenomenon in its complexity, although the focus in literature is rather on the economical and then on the political aspects of globalization. In this respect, Anthony Giddens rejected the stereotypical approaches to globalization as an economic process and stated that this is a mistake, because globalization is at the same time political, technological and cultural, as it is economical (2000:22). The cultural aspect of globalization was discussed with certain cautiousness due to its sensitive implications and constant tension between global and local, and between global, western values and national cultural identi- ties, often perceived as opposite. This aspect will be further developed in the discussion of several aspects related to intercultural communication. 258 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 258 The paper emphasis the concept of globalization and its linkage to the network society. It was first elaborated by Jan A.G.M. Van Dijk in 1991 in his book The Network Society (trans- lated in English in 1999) who defines it as a general type of (modern) society increasingly organized by media networks gradually replacing and supplementing social networks of face to face communication: the modern society is characterized by a combination of simultane- ous scale extensions and scale reductions in all aspects of society and that networks of infor- mation and communication are the necessary means and media of this combination (1999). Closer to our approach is the theory of the network society formulated by Manuel Castells which takes into account the complex phenomenon of globalization, acknowledges the power of media as key networks and primary source of messages and images that reach peoples minds and praises the dialogue between cultures: a network society is a society whose social structure is made of networks powered by microelectronics-based information and communication technologies (2004: 3); the culture of the global network society is a culture of protocols of communication enabling communication between different cultures on the basis, not necessarily of shared values, but of sharing the value of communication. Thus, the new culture is not made of content, but of process. It is a culture of communication for the sake of communication. It is an open-ended network of cultural meanings that can not only coexist, but also interact and modify each other on the basis of this exchange (2004: 39-40). Moreover, Castells believes that all cultures have their relevance as nodes of a net- worked system of cultural dialogue; thus there is no opposition between hypermodernity and tradition, but complementarity and reciprocal learning. The result is a process in which a diverse world is shared and thus ends the ancestral fear of the other. In the context of the global network society, an increased need of nations to create or maintain a favorable image and to promote it worldwide has a broader meaning. Nations have to communicate in order to gain visibility and to become nodes in this network, other- wise they remain outside the network and loose the opportunity to be integrated in the glob- al communication process between cultures. The creation of an image for a nation is subject of reflection and debate in several approaches and perspectives from intercultural communication and international public rela- tions, to branding and public diplomacy. They all have in common the focus on the notion of culture and underline its importance when it comes to communicating ones nation beyond its borders and addressing foreign publics. Nevertheless, the perspectives vary from the gen- eral conceptualization and theory of culture with regards to the national cultures between global and local (intercultural communication) to a practical dimension of culture seen as a challenge for practitioners due to the contact with new different languages, customs, tradi- tions and values (international public relations). Culture becomes a symbolic resource of a nation when it comes to branding the nation and also to public diplomacy which includes it in the concept of soft power. Each perspective is briefly discussed below in order to have a complete picture and identify the convergent and different points of view on the topic and establish a basis for our further analysis. The concept of culture in intercultural communication used in this study is focused on how culture is manifested in a society and its consequences to individuals, groups and nations when cultures engage in dialogue. We consider the theory of Geert Hofstede to be the most relevant for the purpose of our paper as he presented the multilayered consistency of culture, established Marketing and Organization Management in the Global World 259 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 259 a model of cultural dimensions that can be applied to every culture and which is of significant relevance for explaining cultural differences. Besides that, he also validated the model and offered an interpretation on the causes of these differences which he places mainly in history. Hofstede goes even further and points out some solutions for managing these cultural differ- ences, imposing the concept of software of the mind related to the different ways in which peo- ple think, feel and act everywhere. His central hypothesis is that each individual has a model of thinking, feeling and acting which was first learnt in the family during childhood and developed continuously in school, at the work place and in the community which represent the software of the mind (1996: 20). It contains the fundamental values that are natural or previously acquired, thus explaining why people are not aware of them. When it comes to the contact with a different culture, the author points out that one can learn the superficial manifestations of the new culture (heroes, rituals, symbols), but it is less probable that one will truly feel and understand its pro- found values. Nations too have dominant software of the mind which explains the cultural differ- ences between them (1996: 268). The main differences consist in the fundamental values of each culture and are related to: power, inequalities between individual and group, social roles for women and men, the cope with uncertainty in life and the preoccupation for past or present or future. From this idea, Hofstede further elaborated his model of the dimensions of national cul- tures: power distance, individualism, masculinity, uncertainty avoidance, long term orientation (p.30). The author concludes that it is important for our common survival to have a raised con- science on the limits of our software of the mind as related to the others and explains his key message that such a conscience can be developed and while we cannot expect to be all the same, we can at least aspire to become more cosmopolite and open minded in our way of thinking (1996: 268). The paper intends to continue Hosftedes approach by stating a first perspective that such a conscience could be created should the values of the national culture are known and recog- nized beyond the geographical area in which they were created. This process can occur when the national values are communicated wide-world and are valuable, significant and mean- ingful to other cultures as well. Despite their intrinsic quality, values have to be adapted to the modern context so that every culture integrates in the global network society which facil- itates the global cultural exchange. The second perspective discusses the importance of cul- ture in international public relations which cannot and should not be separated from the international cultural relations. As long as the public relations activities are initiated and developed in another country, they are not only international, but also intercultural. In sever- al countries nowadays even practicing public relations at national level imply intercultural aspects due to the variety of employees and clients (Gutu, 2007:11; Dolea, Tarus, 2009: 21). Carl Botan was the first to discuss the importance of cultural aspects in international public relations and conclude that actually, international public relations are intercultural public relations (Botan 1992: 31, apud Wilcox: 380). Other 2 authors, Carl Banks and Hugh Cul- bertson, also highlighted this idea and considered it essential to the understanding and prac- tice of the domain. The global village became a reality and therefore the public relations practitioners must have solid notions on the political, social, economical and especially cul- tural and media system of the country in which they activate. It is necessary to go beyond the formal education and make efforts to understand the culture of the country in which they work in order to create the relevant messages, send them using the right communication 260 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 260 channel and the adequate image vectors. More than this apparent technical role, the interna- tional public relations practitioners are creators of content and meanings with impact on society, and not simple translators of messages, thus their role is a key one. These aspects related to cultural difference in international context have been integrated in the theoretical models of public relations. In their study on global public relations, Sri- ramesh and Veri present the evolution of this approach starting from the Excellence proj- ect developed by James Grunig in 1992 and continuing with the conclusions of Veri, Grunig and Grunig who identified in 1996 nine generic principles that could be used to set up global public relations practices. They also stated that five variables should be taken into consideration by public relations practitioners when designing public relations strategies specific to a given country: political ideology, economic system (including the level of development of the countrys economy), degree of activism, culture and media system. Sri- ramesh and Veri mentioned also another study of Culbertson and Jeffers (1992) that high- lighted what they called social, political and economic contexts (SPE) at the same time that the Excellence Study was underway, but they did not explore these contexts internationally. Making a synthesis of these approaches, Sriramesh and Veri conceptualized a three-factor framework for international public relations made up by infrastructure of a country (which includes the political and economic system and the activism), media and culture (2003: 2). Paraphrasing Patricia Curtin and Ken Gaither, it can be thus concluded that in the global network society, international public relations are about negotiating culture, identity and power (2007). Relating public relations practices to environmental variables and analyzing the impact that they have on practice helps increase the ability to predict which strategies and techniques are better suited to a particular organizational environment and this is an essential demand for the future development of the domain. The third perspective on culture is related to nation branding, term used for the first time in 1996 by Simon Anholt to point out that the reputation of a geographic space/country/city started having the same importance for their future development as the reputation of products and com- panies. He was the one to develop a nation brands index which is made up by the sum of per- ceptions on a country and its citizens according to 6 dimensions: exports, governance, culture and heritage, people, tourism, investment and immigration (Dolea, Tarus, 2009: 35). In dis- cussing the management of a country image, Anholt introduces the concept of competitive iden- tity to describe the synthesis of brand management with public diplomacy and with trade, investment, tourism and export promotion and underlines it is a model for enhanced national competitiveness in a global world (2007: 3). In his view of competitive identity, culture is a truly unique feature of a country and plays an essential role in enriching a countrys reputation, in driving public perception towards a fuller and more durable understanding of the country and its values. In developing this idea, Anholts perspective converges with the one of Hosftede and intercultural communication when stressing that the challenges for all countries is to find ways of continually presenting and re-presenting their past cultural achievements alongside their modern equivalents in ways that are relevant, fresh and appealing to younger audiences (2007: 98). Anholt offers also the reason why culture is important in building competitive identity for countries: consumers arent that suspicious of it as they are of commercial messages (2007: 100). While brands have their commercial imperatives, the communication of culture is actually agenda-free. Summing up these ideas, it can be said that culture helps brands, including nation Marketing and Organization Management in the Global World 261 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 261 brands, in creating long term value and attaching to the competitive advantage of the product something more meaningful that leads to loyalty and trust. The last perspective is focused on public diplomacy as a specialized segment of internation- al public relations whose main characteristics is to go beyond the relations between govern- ments and address directly to the citizen (Miculescu, 2006: 60). According to Simon Anholt, the notion was first mentioned in the early 1960s by the United States Information Agency in relation to the management of the states reputation (2006: 12). It is important to notice that the aspects of inter-cultural communication were included already at that time in the definition of public diplomacy. Now, public diplomacy is a communication process initiated by govern- ment for foreign publics in an attempt to create goodwill and understanding for the ideas and national ideals, its institutions and culture, but also for the policies and national interests (Gilboa, 2008: 59 apud Dolea, Tarus, 2009: 25). The same point of view is expressed by Joseph Nye who stresses that government mobilizes certain resources in order to communicate to publics in foreign countries and to attract those using media, the export of cultural products and cultural exchanges (2008: 96). The result consists in generating a soft power for the country, but only when the culture of a country, its values and policies are attractive. This soft power is defined as the ability to influence others in obtaining the wanted results through attraction and adhesion and not through force or payments and rests primarily on three resources: its culture (in places where it is attractive to others), its political values (when it lives up to them at home and abroad), and its foreign policies (when they are seen as legitimate and having moral authority) (2008: 97). The notion of soft power is essential to our approach of creating the image of a nation with emphasize on culture as it includes the symbolic goods and values of a nation that have to be promoted and re-contextualized. The comparison made by Joseph S. Nye between the past wars fought with weapons and armies and the nowadays wars based on information and technology is thus very relevant for the role of culture as discussed so far: Traditionally, victory went to the country whose armies won. But in a global Information Age, victory also depends upon whose story wins. In addition to hard military power, we need skill at winning hearts and minds with soft power the ability to attract others with our values and culture. (LATimes, July, 21, 2004) Contextualizing this approach to the purpose of the paper, the question of how this story about culture is created before it gets out and wins the hearts and minds in communicating the nation to the world is related closely with the question about the role of cultural institutes in this endeavor. 3. The Concept of Cultural Diplomacy The concept of cultural diplomacy emerges naturally from the perspectives presented above as a specialized form of public diplomacy that focuses only on cultural aspects and values. Although cultural activities existed in practice long before they were united under this name, the institution of both a concept and a field of study for cultural diplomacy is clear evidence for the increasing role that culture plays today. More than that, the need to be addressed specifically and not altogether with the other aspects of public diplomacy becomes more than obvious. 262 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 262 Ambassador Cynthia P. Schneider defines cultural diplomacy as a prime example of soft power, the exchange of ideas, information, art and other aspects of culture among nations and their peoples to foster mutual understanding and argued that since it consists of nations sharing forms of their creative expression, it is inherently enjoyable, and can therefore be one of the most effective tools in any diplomatic toolbox (in Melissen, 2005: 147-148). She also points out that cultural diplomacy is often easily dismissed by governents as too soft and peripheral to the real issues of policy. A convergent point of view on this aspect of cultural diplomacy is also expressed by Simon Anholt who speaks about the concern of governments that culture doesnt sell or pro- vide an return of investment like turism or exports, so it becomes relegated to the status of a non for profit activity, a kind of charitable or philantropic obligation (2007: 97). Anholt stresses the impact of cultures manifestations that people usually come in contact with because they add colour, details and utimately shape perception and therefore the advantage of integrating culture in a coherent strategy should not be neglected. In a different approach, a study focused on Central and Eastern European public diploma- cy and made by Gyrgy Szondi identifies cultural diplomacy as one of the pillars of foreign policy and distinguishes it clearly from cultural relations. On one hand, cultural diplomacy is related to governments efforts to present a favorable image so that diplomatic operations, as a whole, are facilitated, the role of culture being that of an instrument of achieving for- eign policy goals and thus is politicized. On the other hand, cultural relations are the one to promote literature, films, TV, and radio programs, arts, science, music and languages abroad with the goal of making foreign publics familiar with a nation, its people, culture, and lan- guage, and to create a favorable opinion about the country through its culture (in Snow, Tay- lor, 2008: 302). Sharing creative expressions identified by Cynthia P. Schneider as part of cultural diplomacy appears according to Gyrgy Szondi to be rather specific to cultural rela- tions. His distinction between the two terms goes even further, because he conceptualizes them as using different communication models with implications on the results. Thus, cultur- al diplomacy is seen as a one-way communication process, while cultural relations, which aim to achieve understanding and cooperation between national societies for their mutual benefits (Mitchell apud Szondi) fit to a bidirectional communication process. Therefore cultural relations should be used when there is a need to change negative or false stereotypes as they have deeper impact and carry more credibility. We will conclude the discussion about cultural diplomacy with John Browns considera- tions on arts diplomacy which he defines as the use of high art (music, literature, and paint- ing) as an instrument of diplomacy. In his view, arts diplomacy can offer a response to the desires of information of overseas publics, a context for the national culture and unique and memorable aesthetique experiences which create powerful impressions and make people abroad associate the country with these special moments He also distinguishes between arts diplomacy and other aspects of cultural diplomacy: While it may not have a message, as information programs do, or educational goals, as exchanges do, arts diplomacy helps present a country as a complex and multidimensional one that cannot be reduced to slogans or simplifications. It proves that a country is human (in Snow, Taylor, 2008: 59). The per- spective of John Brown is the one of a practitioner who has witnessed U.S. cultural diploma- cy in action and therefore when he calls arts diplomacy the neglected aspect of cultural Marketing and Organization Management in the Global World 263 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 263 diplomacy, it refers to the case of the United States of America. Nevertheless his views on the benefits of arts diplomacy complete our approach and are valuable for the discussion of the case studies in the next part of our study. 4. Cultural Diplomacy in Action. Romania versus USA The analysis of comparative practices in several countries starts with the United States of America as reference due to its long tradition in public and cultural diplomacy and continues with several countries in Europe in order to have a first perspective that could be developed and further improved. The main purpose is to explore how countries promote their cultures and what role cultural institutes have in this process, as presented in the literature dedicated to cultural diplomacy. The first efforts to communicate America to the international public opinion were made with the establishment of the Committee for Public Information (also known as the Creel Committee) in 1917. Cynthia P. Schneider argues that in the USAthere has been a consensus about the importance of promoting understanding of the United States to other countries, but not on how to accomplish that goal because there was a question of separating or integrating the functions of diplomacy, information, cultural expression, and exchanges that started back in 1917 and continued to the present. Another example in this respect is the feedback after cre- ating the United States Information Agency (USIA), in 1953 when questions arose about the wisdom of separating cultural programs designed to promote understanding of the United States and its the policies from the State Department, where the policies were promulgated (Melissen, 2005: 155). Her approach on cultural diplomacy is made taking into account two major moments in the history of the United States, the Cold War and the 9/11 which influ- enced the way American culture was promoted wide world. She analyzes the factors that facilitated the success of cultural diplomacy during the Cold War and discusses how things changed after the fall of the Soviet Union both strategically and institutionally. During the Cold War, the U.S. public diplomacy consisted in launching a Book Pro- gram, promoting music, particularly jazz and rocknroll, exhibitions of modern art and films. These various modes of creative expression formed part of an overall portrayal of the United States as a country of individual freedoms, opportunity and tolerance. Schneider insists on the book diplomacy program that was funded at up to one million dollars per year and argues that it is unacceptable that the source of founds was the CIA, the amount invested demonstrates a commitment to cultural diplomacy that is absent today (Melissen, 2005: 156). After the end of Cold War, cultural and public diplomacy programs suffered increasing cutback and even the USIA was dissolved and its functions and people absorbed into the State Department. This tendency continued and in 2000 the total budget for all pub- lic and cultural diplomacy activities amounted to approximately one-third of one per cent of the Pentagon budget (Melissen, 2005: 149). After 9/11, the return of cultural diplomacy was expected to increase understanding between America and the Arab/Muslim world, all the more as there was a precedent success. Although there were taken some actions, there was not a coherent strategy and not to such extent as the one developed during the Cold War. The former president of Ogilvy & Mather 264 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 264 and J. Walter Thompson was designated Under Secretary for Public Diplomacy and Public Affairs to manage the situation and sell a positive image of the US to the Arab world. She initiated an integrated marketing campaign which included leaflets, booklets and several promotional materials such as the TV show Shared Values that targeted the Muslims and the Arab world. New stations on radio Radio Sawa and TV Alhurra were launched in the Middle East. These initiatives had more or less good results and the estimation of their impact is subject to continuous controversies (Gutu, 2007: 37-38). Schneider considers that successful cultural initiatives launched in recent years by the U.S. are the Culture Connect program, the Ambassadors Fund, and American Corners which are located primarily in the former Soviet Union, inside local libraries and cultural institutions, and offer access to the internet, videos, CDs and books about the US. In her view, valuable resources that should further be encouraged are also popular culture, arts and cultural exchanges. She concludes that the changes in US public and cultural diplomacy, both in terms of strategy and policy, are resulted from a profound misunderstanding of diplomacy in the post-Cold War world: In a world made smaller by globalization, and one in which non-gov- ernmental actors and organizations (NGOs) exert increasingly greater influence, public opin- ion matters more, not less. With the collapse of the Soviet Union and the opening up of the communist bloc, the need to communicate democratic values and ideas with people at all lev- els of society was greater than ever (Gutu, 2007: 156). The solution proposed consists in launching a forceful, energetic policy of cultural diplomacy under the leadership of the White House and the State Department and in partnerships with the private sector. At the same time, she underlines that soft power requires hard dollars (Gutu, 2007: 163) in reference to the need of proper funding which is essential for any initiative of this sort. European approaches of cultural diplomacy place cultural institutes in the center of the countrys strategy. Gyrgy Szondi analyzed the cultural diplomacy activities of several Central and Eastern European countries and identified the cultural institutes as the leading institutions of cultural promotions for Hungary, Poland, Estonia, and Latvia respectively (Snow, Taylor, 2008: 302). He underlines that the cultural institutes are closely linked and dependent on fund- ing from the governments or ministries of culture, unlike the Western European counterparts, such as the British Council or the Goethe Institute, which have more independence and are not associated with the governments. Another argument in favor of his theory is also the fact that CEE cultural institutions are located in strategic countries due to lack of funding. In Romania, there are several institutions that promote nowadays the Romanian culture: the Ministry of Foreign Affairs, as part of their diplomatic activities, the Ministry of Culture focused on programs and activities addressed to the internal Romanian public and the Roman- ian Cultural Institute whose main purpose is to communicate the Romanian culture abroad. The Romanian Cultural Institute was created in 2003 as a public institution of nation interest under the authority of the Romanian President, with distinct budget and several cul- tural institutes abroad. Before 2003 there was the Romanian Institute for Cultural Relations with Foreign Countries created in 1962, and the Romanian Association created in 1972. Both institutions were dissolved after the 1989 Revolution when the Romanian Cultural Founda- tion was created. However, it had no real cultural and budgetary autonomy and it did not have the authority to create cultural centers or institutes abroad. It is only after the establish- ment of the Romanian Cultural Institute that Romania has started creating its network of cul- tural institutes abroad. Marketing and Organization Management in the Global World 265 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 265 As compared to other countries, the situation of the Romanian Cultural Institute is unique as it is under the patronage of the Romanian president, which has in fact no effect on its budget or programs. More than that, the activities of the institutes abroad have a double sub- ordination: from the administrative point of view, including administrative budgets for func- tioning and salaries, they depend on the Ministry of Foreign Affairs, while the budgets for cultural strategy, activities and programs are totally dependent on the center (the Romanian Cultural Institute). In 2005, the Institute underwent a major institutional transformation and although the law that stipulated this double subordination could not be changed, the new management of the institute elaborated strict protocols with the Ministry of Foreign Affairs to clarify these aspects and separate the competences. Its purpose it that of promoting the current Romanian culture and acts as mediator between the Romanian culture and the for- eign cultural markets. It functions on project based programs which are public, transparent and evaluated not by the institute, but by independent experts committees. 2005 marked actually not only a shift in management but in the entire strategy of the institute which was changing its status: it started the transition from cultural diplomacy to cultural relations. On the other hand, it is obvious that the preoccupation for the infrastructural and administrative details is in line with the youth of the cultural institutes network. It is only after establishing the grounds that an institution can work and achieve its purpose and goal. At the end of 2008 Romanian 17 cultural institutes were functioning abroad, each of them having a distinct budget and a strategy in line with the general strategy of the Romanian Cul- tural Institute. The main areas of the Romanian Cultural Institutes activity are the programs for translating Romanian authors abroad (71 titles in 17 languages from 2005 to 2008), par- ticipating at national and international book fairs and festivals, organizing the European Film Festival, offering founding for young artists, organizing conferences, exhibits and concerts. The Institute also involved in creating an informal network of collaboration with the foreign cultural institutes present in Bucharest and organized monthly meetings and consultations. Moreover, the Romanian Cultural Institute entered the EUNIC (European Union of the National Institutes for Culture) and a result of its activities, the director was chosen to become vice-president (2008 and 2009) and president in 2010. The Romanian Cultural Institute is still depending on the budget of the government, but has established a mechanism of spending this budget that allows it to implement the planned programs. On the other hand, it has acquired a liberty of action and realizing its own strategy through the protocols signed with the Romanian Ministry of Foreign Affairs that stipulate its independence in conceiving the content of the cultural programs, the ministry offering only the administrative support. Still, all the programs in the strategy are dependent on the amount of the budget the president of the Institute manages to attract each year from the Ministry of Finances and approved by the Senate. So, on the long term it is a question of how persuasive and perseverant the president of the Institute is. As a result, discussing these perspectives is a base for further reflection and research on how countries promote their culture today as related to how they used to in the past, the rea- sons their strategy changed in time and how they manage this change. Cultural institutes are seen as instruments in a wider equation of country and culture promotion and it is a question of whether they should continue to be just instruments in a context that is so rapidly chan- ging and placing the dialogue of cultures in a key position. These perspectives underline the 266 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 266 necessity of organizations, institutions and nations to gain visibility and position themselves in the new international technological and informational context. They have new media of communication though which they can send information everywhere on the globe. However, this is just the technical support that the technological revolution brings, what matters is the content that every node in the network (be it organization, institution and nation) can create and its capacity of re-creating and re-contextualizing to create new meanings. This will make possible a global culture of dialogue and inclusion, but only if the content is accessible and recognizable because we cannot re-contextualize what we do not understand. Thus, there is a need to a strategic, long-term approach of the contents that organizations, institutions and nations want to place in circulation in the great global network. There is a cultural competition between nations and what makes the difference between them is not the strategy itself, but the values, the creations of each of them. This is the reason why every nation has to promote itself, to integrate in the network. Nations have to generate new values that reflect the local specificity, but which are in line with the modern times. There are local values, but with global significance. In order to achieve this global significance it is important to have values with universal dimension. Nations have to focus less on the strategy of promoting the culture abroad and more on generating these new sets of values and cre- ations. No matter what role they will have in the future, a common conclusion of the studies presented is the necessity of funding, working in close collaboration with other structure with responsibilities in this area and, ultimately, that of being integrated in a coherent and long- term strategy. 5. Conclusions The purpose of this paper was to discuss the importance of culture in the complex process of creating the image of a nation due to the challenges faced today by every nation in the global network society. The paper focused on an interdisciplinary perspective that included intercultural communication, international public relations, branding and public diplomacy in order to identify the convergence and divergence points of several theories on culture. The new emerging concept of cultural diplomacy was thus analyzed to set the grounds for the comparative case studies which have revealed the challenges faced today by cultural diplo- macy and addressed the research questions on how nations could or should promote their cultures and also on the role cultural institutes should have in this process. The debate on culture and cultural diplomacy is set today on the importance of its inclu- sion in a wider strategy of country promotion, on the necessity to institute a cultural policy at national level which should be more oriented towards cultural relations and less towards for- eign policy and on building long-term relationship with other nations through a constant pre- occupation for engaging in a two-way symmetrical communication process. The study opens the discussion on the role of cultural institutes in this context and ana- lyzes them as integrated in the cultural diplomacy strategy of the USAand Romania. The nov- elty of cultural diplomacy as independent field of study and the approach on cultural institutes constituted a challenge in itself for our paper due to the few resources available, as compared to the other fields also discussed. Nevertheless, case studies on practices in several parts of the Marketing and Organization Management in the Global World 267 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 267 globe have increased lately and make possible a future wider approach. Future research should focus more on other European countries as well, in order to have a complete European perspective on the issue and then developed to include other continents so that a global per- spective to be obtained. The role of media in promoting culture in general and the way cultur- al institutes manage their relations with media in order to disseminate their key messages is also an area that is worth investigating. In this context, the role of cultural institutes should be of initiators of cultural transforma- tion of the national society. They should be first internally oriented and only then interested in communicating externally. Their mission should be to discover new talents and initiate new programs so that new creative ideas emerge. They should be the catalyst and the engine of the cultural transformation in the society. It is only after creating the good story that one should launch in the battle for winning the hearts and minds, at another dimension and with other coordinates than before. Then cultural institutes should engage in promoting this new story but through a new two way, symmetrical communication process which takes into account also the other stories on the cultural market, in order to send a credible message of change and modernization in response to the challenges of this global network society. References 1. Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions, Palgrave Macmillan. 2. Brown, J. (2008). Arts diplomacy. The neglected aspect of cultural diplomacy, in Snow, Nancy, Taylor, Philip M. (eds.), Routledge Handbook of Public Diplomacy, 57-59, Routledge. 3. Castells, M. (2004). Informationalism, networks, and the network society: a theoretical blueprint, in Castells, Manuel (ed.), The Network Society-A Cross-cultural Perspective, 3-45, Edward Elgar Publishing Inc. 4. Curtin, P., Gaither, K. (2008). Relaii publice internaionale. Negocierea culturii, a identitii i a put- erii, Bucureti: Curtea Veche Publishing. 5. Dobrescu, P. (2003). Geopolitica, Bucuresti: Comunicare.ro. 6. Dolea, A., Tarus, A. (2009). Branding Romania. Cum (ne) promovam imaginea de tara, Bucuresti: Curtea Veche Publishing. 7. Giddens, A. (2000). Runaway World. How Globalization Is Reshaping Our Lives, New York: Rout- ledge. 8. Gutu, D. (2007). Relaii publice n mediu internaional, Bucure?ti: Comunicare.ro. 9. Hofstede, G. (1996). Managementul structurilor multiculturale, Bucure?ti: Editura Economica. 11. Institutul Cultural Roman (Romanian Cultural Institute). (2008). Raport de activitate 2005-2008 (Activity report 2005-2008). 12. Miculescu, S. M. (2006). Relaii publice din perspectiv internaional, Iai: Polirom. 13. Nye, J. S. (2008). Public Diplomacy and Soft Power, Annals of the American Academy of Politi- cal and Social Science, 94, 94-109. 14. Nye, J. S. (2004). Today, Its a Question of Whose Story Wins, Government reform could help sell our values to the world, LA Times, http://articles.latimes.com/2004/jul/21/opinion/oe-nye21. 15. Schneider, C. (2005). Culture Communicates: US Diplomacy That Works, in Melissen, J. (ed.), The New Public Diplomacy. Soft Power in International Relations, 147-168, Palgrave Maccmillian. 16. Sriramesh, K., Vercic, D. (2009). The Global Public Relations Handbook Revised Edition: Theory, Research, and Practice, Routledge. 17. Szondi, G. (2008). Central and Eastern European Public Diplomacy, in Snow, Nancy, Taylor, Philip M. (eds.), Routledge Handbook of Public Diplomacy, 292-313, Routledge. 268 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 268 Marketing and Organization Management in the Global World 269 18. Van Dijk, J. (1999). Book outline. The Network Society. Social aspects of new media, Sage Publica- tions,http://www.gw.utwente.nl/vandijk/research/network_society/network_society_plaatje/a_book_out- line_outline_of_the.doc/. 19. Wilcox, D. L., Cameron, G. T. (2009). Relaii Publice: Strategii i tactici, ediia a 7-a, Bucureti: Curtea Veche Publishing. 20. Zllner, O. (2008). German Public Diplomacy. The Dialogue of Cultures, in Snow, Nancy, Taylor, Philip M. (eds.), Routledge Handbook of Public Diplomacy, 262-269, Routledge. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 269 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 270 The Severity of Academic Dishonesty: A Comparison of Faculty Perception and Student Self-Reporting Perspective Dan Florin STNESCU* National School of Political Studies and Public Administration, Bucharest, Romania Eva Alexandra PIROC National School of Political Studies and Public Administration, Bucharest, Romania Adina IACOB National School of Political Studies and Public Administration, Bucharest, Romania Abstract: The widespread access to web based (and not only) informational sources and the convenient mechanism it provides (online books, articles database, paper mills etc.), such as easy access, easy down- loads, and easy copy and paste functions have made many types of unethical behaviors easier, particularly those involving students in academic settings. Among the issues in ethics within the academic environment are fraudulence, plagiarism, falsification, delinquency, unauthorized help etc. Given these issues, the study seeks to investigate the extent to which students at a public university in Bucharest engage in such unethical behavior and to compare self reporting perspective with their teachers perspective. This study was conducted using a survey method of 252 students (17 males and 235 females) from grad- uate and post-graduate level, and of 28 teachers (10 males and 18 females). The envisaged results should provide significant contributions in allowing educational institutions in developing relevant policies and guidelines on matters pertaining to academic conduct. Keywords: academic ethics, cheating, unethical behavior 1. Introduction There is little doubt that academic dishonesty has been a persistent problem in higher education for quite some time (Harding, Passow, Carpenter & Finelli, 2003). According to * Contact: dan.stanescu@comunicare.ro. Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 271 the literature (Baird, 1980; Davis, Grover, Becker & McGregor, 1992), it appears that aca- demic dishonesty is epidemic across most universities, and the majority of students have engaged in it in some degrees at some point in their academic careers. Although academic dishonesty has been a concern in higher education for about seven decades (Blankensip & Whitley, 2000; Davis, Grover, Becker, & McGregor, 1992), a con- certed research effort has been made only for the last three decades (Davis et al., 1992: 16) with more than 100 published studies Whitley (1998). Those studies indicates that cheating occurs at all educational levels, starting from ele- mentary school children, in middle and high school (Anderman, Griessinger, & Westerfield, 1998; Murdock, Hale, & Weber, 2001), and as late as college (Newstead, Franklyn-Stokes, & Armstead, 1996) and even graduate school. On the average, it was estimated that 70% of students engage at least once during their col- lege enrollment in some form of academically dishonest behavior (Whitley, 1998). In a survey of marketing students, it was found that 49% admitted to some form of cheating (Tom & Borin, 1998). In another anonymous survey of students at a major public university, the findings showed that over two-thirds reported cheating at least once (Hollinger & Lanza-Kaduce, 1996). Other research has shown that academic dishonesty is pervasive on most of the college campuses, with the majority of students having engaged in it at some point during their col- lege career. Depending on the type of survey used, reported percentages of undergraduate and graduate students who admit to having cheated has ranged from 9% to as high as 90% (Davis, Grover, Becker, & McGregor, 1992; McCabe & Trevio, 1996). In some environ- ments, cheating has become so common that students may not even view their behavior as dishonest (Cizek, 2003). During the time, many justifications have been given for cheating behavior such as pres- sure to succeed, stress, too heavy work load, ineffective preventive measures by instructors, and peer pressure (Davis et al., 1992; McCabe et al, 2001; Wajda-Johnston, Handal, Brawer, & Fabricatore, 2001). From this motivational perspective, there have been report many dif- ferent reasons for engaging in academic cheating (Murdock, Hale, & Weber, 2001). Some students cheat because they are highly focused on extrinsic outcomes such as grades; others cheat because they are concerned with maintaining a certain image to themselves or to their peers; still others cheat because they lack the requisite self-efficacy to engage in complex tasks or because of the types of attributions they have developed. In spite of the seriousness of the problem, there is evidence that professors underestimate and ignore the prevalence of academic dishonesty (on American campuses) (Keith-Spiegel et al., 1998; McCabe et al., 2001; Wajda-Johnston et al., 2001). Also, many faculty simply look the other way when they see cheating occur in their courses, which may passively encourage cheating (McCabe et al., 2001: 226). Evans and Craig (1990) found that people dont always agree on what constitutes aca- demic cheating, and, as such, developing a definition is thorny. Symaco and Marcelo (2003) considered cheating as a violation of rules and regulations, a phenomenon most people abhor yet profess to have committed at one time or another (2003: 327). Cizek (2003) pro- vides a less limiting definition. He states that cheating behaviors fall into three categories: (1) giving, taking, or receiving information, (2), using any prohibited materials, and (3) capitalizing on the weaknesses of persons, procedures, or processes to gain an advantage on academic work (p. 42). 272 Globalization and Changing Patterns in the Public Sphere Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 272 From the review of the literature (Caruana, Ramaseshan & Ewing, 2000; Coston & Jenks, 1998; Stern & Havlicek, 1986; Roig & DeTommaso, 1995), there can be distinguished many different forms of academic dishonesty. Pavela (1978), showed that there are four general areas that comprise academic dishonesty: cheating by using unauthorized materials on any academic activity, such as assignments, tests etc.; fabrication of information, references, or results; plagiarism; and helping other students engaged in academic dishonesty (i.e. facilitat- ing), such as allowing other student to copy their work, memorizing questions on a quiz etc. Student academic dishonesty includes, but is not limited to, lying, cheating on exams, copying or using other peoples work without permission, altering or forging documents, buying papers, plagiarism, altering research results, providing false excuses for missed tests and assignments, making up sources, and so on (Arent, 1991; Packer, 1990). William L. Kibler (1993) defined academic dishonesty as forms of cheating and plagia- rism that involve students giving or receiving unauthorized assistance in an academic exer- cise or receiving credit for work that is not their own. According to Burke (Ercegovac & Richardson, 2004), cheating is intentionally using or attempting to use unauthorized mate- rials, information, or study aids in any academic exercise. He defines fabrication as inten- tional and unauthorized falsification or invention of any information or citation in an aca- demic exercise. Facilitating academic dishonesty is defined as intentionally or knowingly helping or attempting to help another to commit an act of academic dishonesty, and plagia- rism is defined as intentionally or knowingly representing the word of another as ones own in any academic exercise. McCabe et al. (2001) documented the amount of cheating behaviors in different contexts. Aserious test cheater is defined as someone who admits to one or more instances of copying from another student on a test or exam, using unauthorized crib or cheat notes on a test or exam, or helping someone else cheat on a test or exam (McCabe et al., 2001: 223). Serious cheating on written work includes plagiarism, fabricating or falsifying a bibliography, turn- ing in work done by someone else, and copying a few sentences of material without footnot- ing them (2001: 223). Hetherington and Feldman (1964) attempted to isolate four different types of cheating methods: individualistic-planned, individualistic-opportunistic, social-active, and social- passive. Individual-opportunistic cheating was labeled as changing answers when self-grad- ing an exam or using materials left out during an oral exam when the professor left the room. Independent-planned cheating was identified as using crib notes during an exam or bringing in already completed essays into an exam rather than actually writing them during the allot- ted exam period. Finally, social-active cheating was classified as copying from others, and social-passive cheating was allowing others to copy. 2. Method In researching academic dishonesty, surveys were the most common method used (Whit- ley, 1998). As with any study on deviant behavior which uses a self-report questionnaire approach, underreporting due to social desirability is a concern (Edwards, 1957). Despite this possible source of error, there is evidence that in many situations self reports of dishon- est behaviors can be accurate (Himmelfarb & Lickteig, 1982). Marketing and Organization Management in the Global World 273 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 273 This study was conducted using a survey method of 252 students at a public university in Bucharest (age M= 21.23, SD=3.45; 17 males and 235 females) from graduate and post- graduate level. The prevalence of female participants is an artifact which can be explained by the nature of the faculty specialization itself, being well known that communication and public relations, psychology and human resources are usually gender biased occupations. A non-random, convenience sampling design involving a wide array of students was used. The most obvious criticism about convenience sampling is sampling bias and that the sample is not representative of the entire population. Since the sample is not representative of the pop- ulation, the results of the study cannot speak for the entire population. Students were asked to participate in the study by voluntarily completing the survey. The Academic Dishonesty Questionnaire consisted of 39 items adapted from Pavela (1978) and Cizek (2003) descriptors. Out of those, 23 measure dishonest behavior clustered in five scales: cheating / fraudulence, fabrication / falsification, facilitating dishonest behavior / unauthorized help, plagiarism and misconduct; 10 items are dealing with possible motiva- tions, one is related to past behavior, one with the role of religion and 4 are factual items (gender, college level etc.). The questionnaire was distributed by one of the authors of this paper who briefly discussed the nature of the research. The demographic characteristics of the respondents are presented in Table 1. Table 1. Demographic characteristic of the students (N=252). The Professors Questionnaire was used to survey professors opinions related to aca- demic honesty. All questions were similar to questions asked of students, including the pos- sible motivations associated. After several reminders we have managed (see Table 2) to receive answers from 28 teachers (10 males and 18 females). Table 2. Demographic characteristic of the teachers (N=28). 3. Results Based upon the frequency of self-reported cheating behaviors listed in Table 3 some con- clusions can be drawn. First, only a minority of students admit or report to engaging in fa- brication (M=1.38; I have falsified or fabricated a few research data). On the other hand, the 274 Globalization and Changing Patterns in the Public Sphere Gender Total Male 10 Female 18 Total 28 Gender/ College Level First year Second year Third year Postgraduate Total Male 4 7 1 5 17 Female 76 68 25 66 235 Total 80 75 26 71 252 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 274 highest score was reported for facilitating/unauthorized help (M=1.87; I have wrote or pro- vided a paper for another student), followed by plagiarism (M=1.77; I have paraphrased issues that I had been reading here and there, without mentioning in my paper that they belong to other authors) and cheating (M=1.73; I have used unpermitted crib notes or cheat sheets to help me complete my test or exam). Sixty-three percent of students admitted that they have facilitated in one way or another academic dishonesty, 58% plagiarism and 53% involvement in cheating behaviors. Table 3. Mean scores distribution by type of behavior. Regarding the comparison between the self reporting perspective and teachers perspec- tive on overall level of academic dishonesty, additional interesting findings were revealed. According to the results reported in previous studies, we expected professors in the present study to underestimate the prevalence of academic dishonesty on their university. Further analysis revealed significant difference between self reporting perspective and teachers per- spective on four out of five dishonest behaviors, namely cheating, fabrication, plagiarism and misconduct. Contrary to what is generally believed, professors estimated the prevalence of academic dishonesty on their university to be higher than their students admitted of engaging in some type of academic dishonesty. Table 4. Independent samples test prevalence. But, what are the causes of academic dishonesty? One simple answer might be that dishon- esty arises from bad faith in the part of the student. The data analysis provide some interesting Marketing and Organization Management in the Global World 275 Levenes Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2-tailed) cheating .147 .702 7.213 278 .000 7.044 32.913 .000 fabrication 7.141 .008 2.521 278 .012 2.080 30.817 .046 plagiarism .147 .702 7.213 278 .000 7.044 32.913 .000 misconduct 2.620 .107 6.218 278 .000 5.206 30.964 .000 cheating fabrication facilitating plagiarism misconduct Students Mean 1.73 1.38 1.87 1.77 1.39 S.D. .451 .449 .412 .532 .344 Teachers Mean 2.54 1.61 1.91 2.54 1.83 S.D. .548 .571 .463 .548 .430 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 275 276 Globalization and Changing Patterns in the Public Sphere justifications for such type of behaviors starting from helping a friend (M=3.89), lack of time (M=3.76), not interested by the course (M=3.57), to unreasonable teacher expectations (M=3.13), laziness (M=2.73) and to get a better grade (M=2.71). To put this in another way, 92% of students are considering helping a friend an important reason for engaging in dishonest behavior, 89% lack of time (due to work, hospitalization etc.) and 83% if they are not interest- ed by the course. Table 5. Mean scores distribution by motivation students (N=252). Professors perspective on the same issue is slightly different. Thus, laziness (M=4.00), if teacher or context allowed (M=3.96) and to get a better grade (M=3.82) are considered the main reasons for academic cheating from their perspective. The lowest scores were obtained for unreasonable teacher expectations (M=3.17), not interested by the course (M=3.17) and helping a friend (M=2.78). Table 6. Mean scores distribution by motivation teachers (N=28). Further data analyses showed that the only significant difference between students self reporting perspective and professors perspective was revealed for laziness, to get a better grade and helping a friend, as possible motivations for involvement in academic cheating behaviors. Interesting enough is that teachers are aware of both the prevalence and some of the rea- sons associated with academic dishonesty and, to some observers it may seem objectionable or at least perplexing, that they do not work more vigorously to detect and prevent cheating. Several reasons have been given by previous researchers for teachers lack of active involvement in dealing with academic dishonesty, such as difficulty in proving the dishonest behavior, stress involved in dealing with the problem, not wanting to invest the time in a dif- ficult procedure to deal with the problem, fear of student retaliation, denial of the problem, and feelings of guilt (McCabe et al., 2001; Keith-Spiegel et al., 1998). Keith-Spiegel et al., (1998) found that 71% professors in their study considered confronting cheating students as one of the most negative aspects of their profession. Teachers laziness if teacher or context allowed to get a better grade .... unreasonable teacher expectations not interested by the course helping a friend Mean 4.00 3.96 3.82 .... 3.17 3.17 2.78 S.D. 1.15 1.40 .862 .... 1.02 1.12 .875 Students helping a friend lack of time not interested by the course .... unreasonable teacher expectations laziness to get a better grade Mean 3.89 3.76 3.57 .... 3.13 2.73 2.71 S.D. .932 1.01 1.13 .... 1.12 1.22 1.21 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 276 Table 7. Independent samples test motivation. But a broader perspective reminds us that there may be other objectives that matter just as much, if not more. Suppose that cheating could be at least partly curtailed by tightly moni- toring and regulating students or by repeatedly announcing the dire penalties that await any- one who breaks the rules. Would this result be worth the cost of creating a climate of mis- trust, undermining a sense of community, and perhaps leading students to become less enthusiastic about learning? (Andreman & Murdock, 2007). Rebecca Moore Howard (2001), who teaches writing at Syracuse University, put it this way: In our stampede to fight what some call a plague of plagiarism, we risk becoming the enemies rather than the mentors of our students; we are replacing the student-teacher rela- tionship with the criminal-police relationship. Worst of all, we risk not recognizing that our own pedagogy needs reform... [if it] encourages plagiarism because it discourages learning. 4. Conclusion Despite a continued concern for ethical behavior and integrity, dishonesty still remains an endemic problem in the university setting. A seen in this study, justifications for cheating are mostly related with helping a friend, lack of time, not interested by the course or disin- terested professor. The difference between students and professors perspective regarding the possible reasons for academic cheating could be explained first by the different role they are engaged in. Thus, it is not a surprise that professors considered laziness to be the top reason for cheating, when students reported that helping a friend is the main reason for their behav- ior. Because there is no single reason why students engage in academic dishonesty, deciding where to pool institutional time and resources to combat the problem is a real challenge. Regarding the comparison between the self reporting perspective and teachers perspec- tive on overall level of academic dishonesty we must emphasize the fact that, contrary to what is generally believed, professors estimated the prevalence of academic dishonesty to be higher than their students reported. At the same time students often have differing views on what constitutes cheating (Ba- ker, Berry, & Thornton, 2008), and possess varying degrees of tolerance toward it (Baker et Marketing and Organization Management in the Global World 277 Levenes Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2-tailed) helping a friend .188 .665 -5.996 278 .000 -6.304 34.165 .000 to get a better grade 12.021 .001 4.683 278 .000 6.144 40.029 .000 laziness 1.996 .159 5.213 278 .000 5.484 34.177 .000 Conferinta_Globalization_Changing.qxd 11/4/2010 11:40 AM Page 277 al., 2008). It is a persistent and pervasive problem that remains a source of concern, not only in education but also in other aspects of society, because today students represent tomorrow specialists. It is now known that institutions that adopt and effectively communicate policies and increase student awareness of the penalties associated with academic misconduct and its enforcement tend to reduce cheating (Aaron, 1992; Crown & Spiller, 1998, McCabe, & Bowers, 1994; McCabe, Trevio, & Butterfield, 2001). This study was limited to one university. There is much more research needed to fully understand what types of cheating students engage in, how frequently they cheat, and why they cheat. Additional research using in-depth analysis at different academic institutions can determine whether the results were unique or can be generalized to university students in general. Also, future studies should include measures for social pressures to cheat or not to cheat and other variables such as personality, previous experience etc. In conclusion, future research should look also at the academic system in general to see whether it discourages or contributes to student academic dishonesty. It is time to create a course of action that discourages dishonesty. However, this can only be done once the prob- lem is better understood, including the salient correlates and causes of academic dishonesty. Acknowledgements The authors would like to thank all the students and teachers involved in this study for their participation. References 1. Aaron, R. M. (1992). Student academic dishonesty: Are collegiate institutions addressing the issue? NASPA Journal, 29(2), 107-113. 2. Anderman, E. M., Griesinger, T., & Westerfield, G. (1998). Motivation and cheating during early adolescence. Journal of Educational Psychology, 90, 84-93. 3. Andreman, E.M., Murdock, T.B. (2007). 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