Mediul Antreprenorial European Reflectat În Mass-Media Din România, O Perspectivă Analitică

Purpose statement - The purpose of this paper is to examine the media’s influence on public perception of the European entrepreneurial environment, with specific reference to business performances as they are presented on Romanian economic journals, in 2010. Design/Methodology/Approach - The nature of the topic suggests the use of an interdisciplinary set of analysis, interpretation and evaluation of results, as well as the option for a joint research strategy, which is engaged in methods and techniques from many scientific fields, in order to validate the assumptions. Overview - Due to the unstable economic situation in Romania over the last few years, local entrepreneurs are interested to know the features, dynamics, and, above all, opportunities and threats specific to the European business environment to assess the chances of achieving their targets. Likewise, before making any investment decisions, foreign investors and entrepreneurs need to know exactly if and how the new business environment will support the development of their own businesses. Therefore, mass media has a significant role in this system mostly as an opinion maker among target audiences and promoter of economic agents, companies, industries or countries. Limits of Research - There are two main limitations of this study- firstly the selection of economic publications in the field, considered representative of the media in Romania, and secondly the time constraints. Originality/Value - The originality of this paper is given by the issues approach that takes into account the influence factors and the initial assumptions. Its value lies in the usefulness of research outputs, both for media representatives in Romania and for foreign and local entrepreneurs.