Perspectives on media and advertising research

Iulia GRAD

Abstract:

The field of communication, with all its ramifications, is nowadays, one of the most dynamic and challenging research areas. The recent developments of communication technologies demand a permanent reconfiguration of the conceptual tools which can be used in the theoretical and empirical approach of the field. The recent developments within the sphere of the communicational technologies contribute at the augmentation of the impact of media communication, both on the individual, and on the society at large. In this framework, the necessity of the investigation from multiple perspectives of media communication becomes obvious. One of the scholars whose researches offer such a perspective is Delia Balaban, PhD.

Keywords: communication, media, media communication, advertising, public relations, new media

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