ABSTRACT. When we talk about the messages generated by journalists, the mediatic communication process is often perceived positively by a number of Subjects, while others are indifferent to it or have a negative perception. Things get complicated when media content is differently perceived by the Subjects, as some situations and contexts generate individual reactions and understandings which – for a certain period of time – become the attitude a group or community develops towards the matter/content. This is why this study intends to reveal the determinant issues for defining and expressing the concept of individual attitude of the Subject and the way it turns into social attitudes. pp. 111–118

Keywords: attitude; media(tic) communication; social reality; Subject

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Spiru Haret University

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