Styles of Communication, Vol 2, No 1 (2010)

Abstract

Media intake throughout the Romanian countryside takes into account the targeted audience, the final result being an adjustment to its needs. The metamorphosis of the Romanian village into a town and the EU policies are the main events which determined the radio stations whose main target was the rural population, to change their approaches. As a result, there could be noticed a discrepancy between the audience’s background and the data broadcast. The information is often so highly specialized that its abstract level does not reach the common people who do not listen to the radio station any longer. Therefore, the audience of the “Village Antenna” radio channel became more diverse, given the migration from villages to cities. This is a way of doing away with the traditional village, namely a change within the structure of the inhabitants: the present inhabitants also include small enterprise people, farmers, white-collar people, plus political and administration authorities. The genuine countryman still constitutes the large majority, but he appears either as a future European farmer or as an outsider since his interests and projects do not match his profile.