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Mass Communication And Female Shaping Power

Author

Listed:
  • ERIKA KULCSAR

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • TUNDE CSOMA

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • NOEMI FULOP

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • NOEMI SZONDA

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • KINGA-IZABELLA TIMAR

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

  • DOROTTYA VITALYOS

    (Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca, Romania)

Abstract

Communication was born at the same time with humanity, and with the progression of historical ages the range of communication opportunities has become more widespread. Communication has the power, whether transmitted by words, images or even behavior, to shape the individual and thus the society. The greatest power of communication is its shaping potential. Individuals, organizations, companies, and governments are aware that what is being conveyed has an impact on the social values, but they also play a role in promoting societal problems, as empathy is the cornerstone of a healthy society. This article analyzes the following: (1) by what means and how did the communication of the expectations on women change during history (physical values/values regarding the appearance); (2) identifying the social problems of advertising campaigns; (3) the main guiding principle of Apple, Huawei and Samsung's advertising: the focus of their communication; (4) the values determined by Julia Roberts and the brands she represents; (5) the social problems promoted by world brands. The focus of the analyzes is on women, because women play a significant role in the implementation and solution of values and social problems, they also have an important role to play if they do not fight in the front line, but they are behind the scenes.

Suggested Citation

  • Erika Kulcsar & Tunde Csoma & Noemi Fulop & Noemi Szonda & Kinga-Izabella Timar & Dorottya Vitalyos, 2018. "Mass Communication And Female Shaping Power," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2018_4_2_kulcsar
    as

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    File URL: https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_4_2018.pdf
    File Function: Revised version, 2018
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    mass communication; feminine beauty ideal; media; corporate social responsibility (CSR); values; art;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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