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CONFERENCE SERIES

PROFESSIONAL COMMUNICATION AND

TRANSLATION STUDIES

EDITORS

RODICA SUPERCEANU – Politehnica University of Timișoara, Romania

DANIEL DEJICA – Politehnica University of Timișoara, Romania

ADVISORY BOARD

EUGENIA ARJOCA‐IEREMIA – University of Timișoara, Romania

MARIANA CERNICOVA‐BUCĂ – Politehnica University of Timișoara, Romania

GYDE HANSEN – Copenhagen Business School, Denmark

ANGELIKA IONAȘ – University of Timișoara, Romania

DEBRA JOURNET – University of Louisville, USA

MARIANNE MARKI – University of Timișoara, Romania

UROS MOZETIC – University of Ljubljana, Slovenia

HORTENSIA PÂRLOG – University of Timișoara, Romania

IOAN LUCIAN POPA, Vasile Alecsandri University Of Bacau, Romania

RODICA SUPERCEANU – Politehnica University of Timișoara, Romania

MARIA ȚENCHEA – University of Timișoara, Romania

PUBLISHER

DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES

POLITHENICA UNIVERSITY OF TIMIȘOARA

EDITORIAL ADDRESS

Professional Communication and Translation Studies Department of Communication and Foreign Languages Politehnica University of Timisoara Str. Traian Lalescu 2a, Room 302 300223 Timisoara, Romania Email: [email protected]

Professional Communication and Translation Studies is indexed in EBSCO ‐ Communication & Mass Media CompleteTM (CMMC).

DISCLAIMER: The authors are solely responsible for the content of their articles.

PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, VOL 4 (1‐2) / 2011

ISSN 2065 – 099X

POLITEHNICA UNIVERSITY OF TIMIŞOARA

DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES

PROFESSIONAL COMMUNICATION AND

TRANSLATION STUDIES

Volume 4, Issue 1‐2, 2011

Proceedings of the 7th International Conference

1‐2 April 2011 TIMIȘOARA, ROMANIA

POLITEHNICA UNIVERSITY PRESS TIMIȘOARA – 2011

Copyright © Editura Politehnica, 2011 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. EDITURA POLITEHNICA Bd. Republicii nr. 9 300159 Timisoara, Romania Tel. 0256/403.823 Fax. 0256/403.823 E‐mail: [email protected] Editorial advisor: Prof. dr. ing. Sabin IONEL Redactor: Claudia MIHALI Printing date: 26.01.2012 Printing paper: 9.5 ISSN 2065‐099X Printed in Romania Printing order: 16 Printing center, Politehnica University of Timisoara

PREFACE

In March 2011 the International Conference Professional Communication and Translation Studies reached its 7th edition, which proves that the interest of academia members in verbal communication is still high and that the research into this communication goes parallel with the socio-linguistic changes in society and with the needs of pedagogy and didactics. This volume of its proceedings maintains the already traditional sections of previous volumes: Professional Communication, Linguistics and Communication, and Translation Studies since they allow a systematic grouping of the articles on such various topics of research as those of the conference contributions. Moreover, they indicate the constant concern for communication in professional settings, for the contribution of linguistics to our knowledge about various forms of communication, and for effective solutions to teaching these forms. The articles in the Professional Communication section present the results of research into genres of political and PR communication: the blog and the press release, into aspects of intercultural communication in Europe, and into objectives of and approaches to teaching professional communication. The articles in the Linguistics and Communication section focus on linguistic creations in the economics terminology and journalistic articles, and on the influence of one language (German) over another (Romanian). The Translation Studies section includes one article on the hermeneutics of the source text and its consequences in translation and three articles on issues pertaining to the didactics of translation: models of text analysis, documentation and research for translation and methods of teaching the translation of false friends. The editors

PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 4 (1-2) / 2011

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CONTENTS PREFACE……………………………………………………………………………………..

CONTENTS ………………………………………………………………………………….. EDITORIAL BOARD ..………………………………………………………………….…... CONTRIBUTORS ..………………………………………………………………………….

v vii ix xi

I. PROFESSIONAL COMMUNICATION

1

TENTATIVE CONCLUSIONS REGARDING ROMANIAN PROFESSIONAL PERCEPTIONS ON THE COMPETENCES SPECIFIC FOR PR SPECIALISTS............................................................................................................... Mariana CERNICOVA, Mugurel DRAGOMIR, Adina PALEA

3

THE BLOG – POLITICAL PR TOOL IN THE 2009 PRESIDENTIAL ELECTORAL CAMPAIGN……………………...................................................................................... Antonio MOMOC

11

INTERTEXTUALITY AND INFORMATIVITY OF PRESS RELEASES: FACTORS DETERMINING THE COMMUNICATION BETWEEN PR PRACTITIONER AND JOURNALIST………................................................................................................... Rodica SUPERCEANU

21

COMMUNICATING IN MULTI-CULTURAL EUROPE................................................. Elena C. CONSTANTIN

31

ZUR BEDEUTUNG DES INTERKULTURELLEN PHÄNOMENS IN DEN MULTIETHNISCHEN „KOMMUNIKATIONSGEMEINSCHAFTEN“ EUROPAS......... Andreea RUTHNER

41

PEUT-ON ENSEIGNER LA COMMUNICATION PROFESSIONNELLE?................... Carmen-Ștefania STOEAN

49

II. LINGUISTICS AND COMMUNICATION

61

THE MONEY IS A LIQUID METAPHOR IN ECONOMIC TERMINOLOGY – A CONTRASTIVE ANALYSIS OF ENGLISH, SERBIAN AND ROMANIAN.................. Nadežda SILAŠKI, Annamaria KILYENI

63

«NÉOLOGISMES D’AUTEUR» DANS LA PRESSE ÉCRITE GÉNÉRALISTE……… Andra-Teodora CATARIG

73

“MIT DEUTSCH IN EUROPA“. SPRACHENLERNEN UND INTERKULTURELLE KOMPETENZ................................................................................................................ Lora-Dagmar CONSTANTINESCU

85

DEUTSCHE SPUREN IM RUMÄNISCHEN TECHNISCHEN FACHWORTSCHATZ WURDEN NICHT VERWISCHT................................................................................... Maria-Dana GROSSECK

95


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III. TRANSLATION STUDIES

TRANSFORMING LITERATURE: THE HERMENEUTICS OF TRANSLATION......... Aba-Carina PÂRLOG

MODÈLES D’ANALYSE DES TEXTES À TRADUIRE (TAT), APPLIQUÉS DANS L’ENSEIGNEMENT DE LA TRADUCTION.................................................................. Mirela POP

ACH, DAS RECHERCHIEREN ................................................................................... Claudia ICOBESCU

107 117

127

DIDAKTIK DER FALSCHEN FREUNDE – PRAKTISCHE ANSÄTZE FÜR DIE ÜBERSETZER UND DOLMETSCHERGRUPPEN IM UNIVERSITÄTSBEREICH...... Adriana IONESCU

131

LIST OF ABSTRACTS IN ENGLISH ………………………………………………….…..

145


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EDITORIAL BOARD

Eugenia ARJOCA-IEREMIA, PhD, is a reader in French and Chair of the Romance Languages Department at the University of the West, Timişoara. Her research interests focus on contemporary French semantics, discourse analysis, LSP translation and French grammar. She is a member in several international associations such as Romanian Society of Romance Linguistics or Association des chercheurs en linguistique française. E-mail: earjoca[a]litere.uvt.ro

Mariana CERNICOVA-BUCĂ, PhD, is a reader at the Department of Communication and Foreign Languages, Politehnica University of Timişoara. Author of 10 books on stylistics, journalism and modern history, her focus is on applied linguistics, communication sciences and political science. Her professional experience includes translation, counselling in public relations, academic management (provost of a private university, 2004-2008), and political journalism. She is distinguished with the National Order for Merit in Education (2004). She is a member of the European Communication and Research Association, a Board member of the Alliance of Universities for Democracy, vice-president of the Association for Romanian Media History, vice-president of the Centre for Ethical Resources and Initiatives and a member of the Association for Professors in Journalism and Communication. She is a book reviewer and editor for the AUDEM: International Journal of Higher Education and Democracy. E-mail: mcernicova[a]gmail.com

Daniel DEJICA holds a PhD in translation studies from the University of the West, Timişoara. His research interests include translation theory and methodology, LSP translation, and discourse analysis for translation purposes. Daniel Dejica is a member of the Advanced Translation Research Center (ATRC) team at the University of Saarbrucken, Germany. He has been co-editing the Proceedings of the Professional Communication and Translation Studies conference at Politehnica University of Timişoara since 2001; he is also a member in the editorial boards of other international peer-reviewed journals such as conneXions: international professional communication journal (University of Lisbon) or MuTra Journal (University of Saarbrucken). E-mail: daniel.dejica[a]cls.upt.ro

Gyde HANSEN, PhD, Prof. Dr. Habil., has taught at the Copenhagen Business School since 1978 in the disciplines: comparative linguistics, intercultural communication, semiotics and marketing, translation theory and practice, textual analysis and revision, philosophy of science and empirical research methods. Since 2004, she has been Vice President of EST (European Society for Translation Studies). Her research projects include: TRAP (Translation processes), the Copenhagen Retrospection Project, a longitudinal study From Student to Expert and TraREdit, an investigation of quality in translation and revision. E-mail: gh.isv[a]cbs.dk

Angelika IONAS, PhD, is a reader and Vice-Dean of the School of Letters, University of the West, Timişoara. Her research interests include communication theory, intercultural communicarion, rhetoric, and german didactics. She has been authoring and co-authoring more than ten books and German language courses. Angelika IONAS is a member in several international associations, such as Deutsch-Rumänische Akademie-Internationales Forum für Wissenschaften, Ethik, Theologie, Literatur und Kunst (Maniz, Germany). E-mail: angelika.ionas[a]yahoo.com

Debra JOURNET, PhD, is a distinguished teaching professor and PhD supervisor at the University of Louisville, USA. Her research interests include rhetoric of science, narrative theory, technical and scientific communication, multimodal composition, and research methodologies in rhetoric and composition. In 2006 and 2008 she was Director of the Thomas R. Watson Conference in Rhetoric and Composition. E-mail: debra.journet[a]louisville.edu

Marianne MARKI, PhD, is a reader in German at the University of the West, Timişoara. Her research interests focus on German linguistics, comparative linguistics, languages in contact and German grammar. She teaches courses of German morphology and syntax. She is the author and the co-author of numerous articles and several books: Schwerpunkte der deutschen


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Grammatik: Die Präposition (1999), Grammatik im Überblick (2000), Das Verb (2001), Das Adjektiv (2001), Das Substantiv (2003), Lustiges/Listiges Deutsch (2006), ABC der deutschen Rechtschreibung (2008), Der Artikel (2009), Syntax. Der Satz (2011). Marianne Marki is a member of several national and international associations including Gesellschaft der Germanisten Rumäniens and Deutsch-Rumänische Akademie-Internationales Forum für Wissenschaften, Ethik, Theologie, Literatur und Kunst (Mainz, Germany). E-Mail: eva.marki[a]yahoo.com

Uros MOZETIC, PhD, is a reader in English and American literature at the English Department, the Faculty of Arts, University of Ljubljana, Slovenia. He is also a poet and literary translator, co-editor of the international scholarly journal ELOPE, member of the editorial board of the leading Slovene literary and humanist magazine Nova Revija, and a corresponding fellow of The English Association. His main areas of research lie in translation studies, narratology, modern English and American poetry. E-mail: uros.mozetic[a]ff.uni-lj.si

Hortensia PÂRLOG, PhD, is a professor in English at the University of the West, Timişoara, where she supervises doctoral students. She is the author or co-author of several books and dictionaries, the oldest being The Sounds of English and Romanian (co-author D. Chiţoran, J. Augerot), 1984, and the latest Translating the Body, München, Lincom, 2007, revised and enlarged edition, Iaşi, Institutul European, 2009 (co-authors Pia Brînzeu, Aba-Carina Pârlog). She is the founder and editor of the journal B.A.S.-British and American Studies. E-mail: abaparlog[a]gmail.com

Ioan Lucian POPA, PhD, is a reader in English at the English Department, Faculty of Letters, Vasile Alexandri University of Bacau, where he teaches English phonetics and phonology, morphology, the history of the English language and translation studies. He is a member of the European Association for Lexicography, of the European Society for Translation Studies, and of the International Association for Translation and Intercultural Studies. He is the author of several bilingual dictionaries (Dictionar englez-roman de afaceri, 2007) and books on translation studies (Translation Theories of the 20th Century, 2008; An Introduction to Translation Studies, 2009). Ioan Lucian Popa is the Editor-in-Chief of LiBRI – Linguistic and Literary Broad Research and Innovation. E-mail: i.l.popa[a]hotmail.com

Rodica SUPERCEANU, PhD, is a reader and Chair of the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she has been teaching discourse analysis, pragmatics and translation since 1993. Her research has focused on areas which run parallel to her teaching: discourse and genre analysis, translation studies, translation didactics and lexicography. She is the author of The Rhetoric of Scientific Articles (1998), Elements of Discourse and Discourse Analysis (2000), Translating Pragmatic Texts (2004, 2009), of three LSP textbooks and of numerous articles. She has also co-authored Professional Genres in Public Administration (2006) and two bilingual dictionaries of robotics (2004). She coordinated a research project on a NCSRHE grant about professional genres used in business and public administration settings. Since 2003 she has been the editor of the Scientific Bulletin of “Politehnica” University of Timişoara, the Modern Languages Series and since 2001, co-editor of the proceedings volume Professional Communication and Translation Studies. E-mail: rodica.superceanu[a]cls.upt.ro

Maria ŢENCHEA, PhD, is a professor in French with the Romance Languages Department, University of the West, Timişoara. She teaches French linguistics and translation and her research interests include French and Romance linguistics, contrastive analysis, and translation theory and methodology. She is the author of L'expression des relations temporelles dans le système des prépositions du français. Préposition et verbe; Études contrastives (domaine français-roumain); Le subjonctif dans les phrases indépendantes. Syntaxe et pragmatique; Noms, verbes, prépositions; (coord.) Etudes de traductologie; (coord.) Dicţionar contextual de termeni traductologici (franceză-română) [Contextual Dictionary of Translation Terms]. Maria Tenchea is a member of the SEPTET (Société d’Études des Pratiques et Théories en Traduction). E-mail: mtenchea[a]yahoo.com


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CONTRIBUTORS

Mariana CERNICOVA-BUCĂ, PhD, is a reader at the Department of Communication and Foreign Languages, Politehnica University of Timişoara. Author of 10 books on stylistics, journalism and modern history, her focus is on applied linguistics, communication sciences and political science. Her professional experience includes translation, counselling in public relations, academic management (provost of a private university, 2004-2008), and political journalism. She is distinguished with the National Order for Merit in Education (2004). She is a member of the European Communication and Research Association, a Board member of the Alliance of Universities for Democracy, vice-president of the Association for Romanian Media History, vice-president of the Centre for Ethical Resources and Initiatives and a member of the Association for Professors in Journalism and Communication. She is a book reviewer and editor for the AUDEM: International Journal of Higher Education and Democracy. E-mail: mcernicova[a]gmail.com

Andra-Teodora CATARIG, PhD, is a lecturer at the International Business Department of the Faculty of Economics, University of Oradea. In 2009 she obtained the title of Doctor in Philology at the Babeş-Bolyai University, Cluj-Napoca. Andra-Teodora Catarig is the author of more than 25 papers in different fields such as linguistic analysis of the media discourse, comparative stylistics, and language for special purposes. She is the author of an Italian-Romanian economic dictionary, of two Italian language course books and of a French language course book for distance learning students. She is also a contributor to a multilingual business dictionary and to French language course books for the economic students. E-mail: acatarig[a]yahoo.fr

Elena CONSTANTIN is an assistant lecturer at the Department of Communication and Foreign Languages at the Politehnica University of Timisoara, where she teaches translation practice, general English and English for specific purposes. Her major research interests include translation studies and English as a foreign language; she has published more than 30 scientific articles in these fields. She is undergoing her PhD studies in the Management of Communication. E-mail: claudia.constantin[a]cls.upt.ro

Lora CONSTANTINESCU, PhD, is a lecturer in German/English for Business Communication at the Academy of Economic Studies, Bucharest. She has co-authored German language textbooks for students of Economics, contributed articles to many scientific journals, and given presentations in national / international conferences and symposia. As a team member in the EU-project for “Studienbegleitender DU” (German as LSP), she co-authored “Mit Deutsch in Europa”- 2nd vol./2009 (A2-B1). She takes a special interest in research domains such as the methodology of LSP/German, teaching material design, business communication, the rhetoric of advertising, and sociolinguistics. E-mail: constant_lora[a]yahoo.com

Mugurel Gabriel DRAGOMIR, PhD, is a lecturer at Politehnica University of Timisoara. His research interests focus on sociology and communication. He teaches sociology of public opinion, organizational culture and communication, communication methods and techniques used in public relations and promotion campaigns. He is a member of several professional associations including the Romanian Sociological Society. He has authored and co-authored five books. E-mail: mugur.dragomir[a]yahoo.com

Maria-Dana GROSSECK, PhD, is an assistant lecturer at the Department of Communication and Foreign Languages, Politehnica University of Timisoara. Her research interests include communication theory, intercultural communication, German for specific purposes, terminology and German as a foreign language. She has published more than 25 scientific articles and co-authored two books. In 2010 she published Bausteine der Fachsprachen, a book based on her PhD research. Maria-Dana Grosseck is a member of national and international associations, such as Gesellschaft der Germanisten Rumäniens and Mitteleuropäischer Germanistenverband (Dresden, Germany). E-mail: dana.grosseck[a]yahoo.de


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Claudia ICOBESCU, PhD, is a lecturer at the Politehnica University of Timişoara. She teaches translation studies, interpretation, German grammar, and German and English as a foreign language. Her major fields of interest are cognitive processes in translation and interpretation about which she has published a series of scientific articles. She has recently published Soziokognitive Prozesse beim Übersetzen [Socio-cognitive Processes in Translation] at the Politehnica University Press. E-mail: ca.icobescu[a]yahoo.com

Adriana IONESCU is an assistant lecturer at the University of Bucharest where she teaches German language, German culture and civilization, translation, and interpreting. Her research interests focus on note-taking techniques in consecutive interpretation, strategies in simultaneous interpretation, and efficient presentation and communication. She works at the same time as a freelance translator and interpreter. E-mail: anana12003[a]yahoo.com

Annamaria KILYENI is an assistant lecturer at the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she teaches communication mediation, translation, and EFL. She holds an M.A. degree in Terminology and Translation Studies from the University of the West, Timişoara, where she is currently doing her PhD studies in Linguistics. Her research focuses on cognitive linguistics, terminology and the analysis of advertising discourse. E-mail: annakil78[a]yahoo.com

Antonio MOMOC, PhD, is a post-doctoral researcher focusing on communication sciences at the University of Bucharest. He is a lecturer at the Faculty of Journalism and Communication Sciences, at the Communication and Anthropology Department. He teaches political marketing and electoral advertising. Together with Zoltan Rostas, he published Petty activists. Life histories at Curtea Veche Publishing House in 2007. His PhD thesis treats the political and social history of the Bucharest School of Sociology and the beginning of the Romanian political PR. He is now working on a new book, The Political Traps of the Interwar Sociology. E-mail: antoniomomoc[a]yahoo.com

Adina PALEA is a doctoral student at Babes-Bolyai University, Cluj-Napoca, Romania. She works as an assistant lecturer at the Politehnica University of Timisoara, where she teaches crisis situation management, corporate communication and media relations. Her research interests are in the field of communication sciences, public relations, and new media. E-mail: adina.palea[a]yahoo.com

Aba Carina PÂRLOG, PhD, is a lecturer in English at the University of the West, Timişoara, where she teaches postmodern literature, literary translation, and translation methodology. Her research interests include literary theory and translation studies. She is the author of The Clash between Body and Mind: Orwell, Beckett and Durrell (2006), and co-author of Translating the Body (2007, Munchen; 2009, Iaşi). E-mail: abacarina.parlog[a]yahoo.com

Mirela POP, PhD, is a lecturer at the Department of Communication and Foreign Languages of the Politehnica University of Timişoara, where she teaches general and specialized translation and French language. She is a doctor of linguistics since 2007 with a doctoral dissertation in translation from French into Romanian (Repérage et traduction des modalités dans les chroniques de presse). Her research interests include translation studies, applied linguistics and foreign language teaching (French and Romanian). She has published several books such as Initiation à la traduction. Cahier de séminaire pour la Ière année (1999), Pratique du français. Manuel (with M.-C. Segers, 2004, 2010), Pratique du français. Cahier de séminaire (2004, 2010), Intensive Romanian Course for beginners (with D. Tănase, D. Popescu 2010). E-mail : mirela.pop[a]cls.upt.ro

Nadežda SILAŠKI, PhD, works as an associate professor at the Faculty of Economics, University of Belgrade. Her fields of interest include ESP, (critical) discourse analysis and cognitive linguistics. She has published a number of papers in Serbian and international linguistics journals and participated in numerous international conferences. She is the co-author of a monograph on Serbian public discourse and three ESP economics textbooks. E-mail: silaskinp[a]sbb.rs


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Carmen-Ştefania STOEAN, PhD, is a professor at the Academy of Economic Studies of Bucharest and chair of the the Department of Roman Languages and Business Communication. Her research interests focus on specialized discourse analysis from the perspective of social-discursive interactionism, contrastive analysis of modality, and teaching French for specific purposes. She is teaching French language and specialized communication, business French and business culture. She authored and co-authored Temps, modes et actes de parole (1999), Elements de pragmatique linguistique (2004), Modalités d’énonciation (2004), and Notions de pragmatique et applications (2009). E-mail carmen.stoean[a]gmail.com

Rodica SUPERCEANU, PhD, is a reader and Chair of the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she has been teaching discourse analysis, pragmatics and translation since 1993. Her research has focused on areas which run parallel to her teaching: discourse and genre analysis, translation studies, translation didactics and lexicography. She is the author of The Rhetoric of Scientific Articles (1998), Elements of Discourse and Discourse Analysis (2000), Translating Pragmatic Texts (2004, 2009), of three LSP textbooks and of numerous articles. She has also co-authored Professional Genres in Public Administration (2006) and two bilingual dictionaries of robotics (2004). She coordinated a research project on a NCSRHE grant about professional genres used in business and public administration settings. Since 2003 she has been the editor of the Scientific Bulletin of “Politehnica” University of Timişoara, the Modern Languages Series and since 2001, co-editor of the proceedings volume Professional Communication and Translation Studies. E-mail: rodica.superceanu[a]cls.upt.ro

Andreea UNGUREANU-RUTHNER is an assistant lecturer at the Department of Communication and Foreign Languages at the Politehnica University of Timisoara, where she teaches German and English as a foreign language. She holds an M.A. degree in German Interdisciplinary Studies from the University of the West, Timişoara. Her currently pursued PhD studies focus on intercultural aspects of the foreign language teaching methods. E-mail: arruth2002[a]yahoo.com


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LIST OF ABSTRACTS IN ENGLISH

TENTATIVE CONCLUSIONS REGARDING ROMANIAN PROFESSIONAL PERCEPTIONS ON THE COMPETENCES SPECIFIC FOR PR SPECIALISTS, Mariana CERNICOVA, Mugurel DRAGOMIR, Adina PALEA

Abstract: The paper is an attempt to present current perceptions of Romanian PR practitioners on the output of higher education institutions, delivering programs for this new profession. It is based on a qualitative survey and on the discussion of the results, compared against relevant literature regarding the “professional identity” of PR specialists and their competences and skills. The basis for the survey is underpinned by national efforts to create a generally accepted template of knowledge and skills as part of the accreditation of university programs, a process still in progress at national level, as part of a European effort to forge the European Higher Education Area.

Key words: competence (general, specific), qualification, development outcomes, autonomy and responsibility, labour market, PR specialists

THE BLOG – POLITICAL PR TOOL IN THE 2009 PRESIDENTIAL ELECTORAL CAMPAIGN, Antonio MOMOC

Abstract: The article The blog – political PR tool in the 2009 presidential electoral campaign is the outcome of monitoring the blogs of the 12 candidates during the 2009 presidential elections. This article presents the results of the research Electoral Communication in Romania after 1989. Old and New Technologies in Presidential Campaigns, which is part of the post-doctoral program POSDRU/89/1.5/S/62259, applied social, human and political sciences. Post-doctoral training program and post-doctoral research scholarships in the field of the social, human and political sciences. The research hypothesis was that populists paid more attention to new media. The radicals understood better the advantages of online communication, so they used the blog for image improvement. I monitored whether the speech of the blogger politicians aimed to promote a certain self-image (by conveying electoral messages) or to depict a bad image of the competitors (attacking the opponents’ statements). I also inventoried the candidates' replies to the readers’ comments.

Key words: blog, presidential campaign, electoral campaign, candidate

INTERTEXTUALITY AND INFORMATIVITY OF PRESS RELEASES: FACTORS DETERMINING THE COMMUNICATION BETWEEN PR PRACTITIONER AND JOURNALISTS, Rodica SUPERCEANU

Abstract: Of the textual properties of press releases intertextuality and informativity significantly influence the communication between the PR practitioner and the journalist. The article defines the release intertextuality by highlighting its specific characteristics and suggests future research directions. The notion of informativity as it was defined by R. de Beaugrande and W. Dressler does not apply to releases and therefore, it is re-defined and its sources of expectations are identified. The article also proposes a model of analysis, which can be used for didactic or research purposes to identify the release informativity.

Key words: press release, intertextuality, informativity, textual property source of expectation, model of analysis

COMMUNICATING IN MULTI-CULTURAL EUROPE, Elena C. CONSTANTIN

Abstract: The article is part of a research on the management of communication in the EU programs. It analyzes the way in which EU communicates with its citizens and it studies the EU


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strategy for communication. The findings show that from 2001 to 2007, the Commission has made a lot of efforts to improve communication. The EU citizens have access to legislation, procedures and information in their national tongue and the possibility to communicate with all the institutions in 23 official languages. Nevertheless, the surveys indicate a general lack of interest of the public opinion in the European problems and the EU policy. Improving the way in which EU communicates with its citizens remains an ongoing process. The author suggests that the Romanian people should also be informed about the communication problems faced by the founding member states, so that adequate measures can be taken.

Key words: European Commission, EU average citizen, EU jargon, civil society, citizen-centred communication, strategy, media, information.

ZUR BEDEUTUNG DES INTERKULTURELLEN PHÄNOMENS IN DEN MULTIETHNISCHEN „KOMMUNIKATIONSGEMEINSCHAFTEN” EUROPAS / THE IMPORTANCE OF THE INTERCULTURAL PHENOMENON IN THE EUROPEAN MULTI-RACIAL “COMMUNICATIONAL COMMUNITIES”, Andreea RUTHNER

Abstract: The elimination of internal borders in the European Union facilitates and supports the free circulation within its territories, primarily in search of a better workplace that would guarantee one’s financial well-being. All European residents, no matter if immigrant or citizen, act under the influence of major historic events: the foundation of the European Union, the fast worldwide technical and economic development and the surprising social changes. Furthermore, we have to admit there aren’t any pure mono-lingual cultures left, particularly in the west and central Europe, as a result of the emigration movements. Especially Europe‘s large cities have turned into multi-ethnic centres and developed a “new sociolect” (Androutsopoulus 2001), which proves the inextricable cultural mélange and the necessity of acquiring a new competence: the intercultural competence, that will enable a common European spirit of tolerance and intercultural dialogue.

Key words: intercultural competence, interaction, cultural integration, fusion, multilingualism, linguistic creativity, sociolect, language crossing

PEUT-ON ENSEIGNER LA COMMUNICATION PROFESSIONNELLE? / CAN ONE TEACH PROFESSIONAL COMMUNICATION?, Carmen-Ștefania STOEAN

Abstract: Teaching modern languages for professional communication means facing a paradox: although it is not a recent preoccupation and has evolved from teaching the scientific and technical vocabulary to teaching professional communication situations or professional jargon, and although the need for training for professional communication has been acknowledged and claimed as a must in the context of globalisation, there is no systemic approach to the subject. What is professional communication? What is specific to it? What makes it different from ordinary communication? How does it manifest? Could one teach/learn it? We will try to find answers to these questions and to revise them based upon our teaching experience.

Key words: professional communication, context, hierarchy, information, reference area, communication situations

THE MONEY IS A LIQUID METAPHOR IN ECONOMIC TERMINOLOGY – A CONTRASTIVE ANALYSIS OF ENGLISH, SERBIAN AND ROMANIAN, Nadežda SILAŠKI, Annamaria KILYENI

Abstract: In this paper we deal with the MONEY IS A LIQUID metaphor as linguistically instantiated in economic terminology in English, Serbian and Romanian from the perspective of Conceptual Metaphor Theory, as propounded by cognitive linguists (Lakoff and Johnson 1980; Lakoff 1987; Kövecses 2002; etc.). The main aim of this cross-cognitive and cross-linguistic analysis is to


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establish whether the three languages share the same conceptualisations of some important financial concepts based on the LIQUID metaphor, or alternatively, whether they exhibit any cross-cultural differences. Since the mind is embodied and our bodily experience with liquids (water in particular) is universal, we expect to find little difference across the three languages.

Key words: conceptual metaphor, MONEY IS A LIQUID, economic terminology, Serbian, Romanian.

«NÉOLOGISMES D’AUTEUR» DANS LA PRESSE ÉCRITE GÉNÉRALISTE / “NEOLOGISMS BY AUTHOR” IN THE GENERAL WRITTEN MEDIA, Andra-Teodora CATARIG

Abstract: Oscillating between the responsibility to provide clear-cut, correct and precise information and the tendency to play with the words, the written media uses a wide range of strategies. The journalist informs, argues, persuades, touches, entertains and incites. The journalist's creativity manifests itself especially in the opinion pages and in the sections “Economy” and “Politics”. The paper presents a study of the linguistic innovations created by fantasy on a corpus made of French, Italian and Romanian periodicals. Due to the ephemeral nature of periodicals, not all creations endure in time. To be able to understand them, one needs to have good knowledge of the political, economic and cultural contexts of these countries.

Key words: written media, neology, linguistic innovation, creativity, intercultural communication, interdiscoursivity.

“MIT DEUTSCH IN EUROPA“. SPRACHENLERNEN UND INTERKULTURELLE KOMPETENZ / “WITH GERMAN IN EUROPE”. FLL AND CROSS-CULTURAL COMPETENCE, Lora-Dagmar CONSTANTINESCU

Abstract: In the multi-layered process of FLL (LSP included, here in the case of German), communication is language system-oriented and at the same time it involves specific ways of sharing ideas, values, attitudes. FLL, as a means of social integration, moulds individual personality by widening one’s socio-cultural horizon. This happens to the extent that not only the linguistic system appears to be unfamiliar, but especially when “negotiations of (cultural) meanings” occur. The paper points to theoretical and practical aspects of teaching German as LSP/ “SDU”, within the framework of a never-ending debate on the cross-cultural competence, which A2-B1-learners of German are expected to acquire when using a new teaching material (“Mit Deutsch in Europa”/2009).

Key words: action competence, ”SDU”, cross-cultural learning, cross-cultural competence

DEUTSCHE SPUREN IM RUMÄNISCHEN TECHNISCHEN FACHWORTSCHATZ WURDEN NICHT VERWISCHT / GERMAN INFLUENCES IN THE ROMANIAN TECHNICAL TERMINOLOGY HAVE NOT VANISHED, Maria-Dana GROSSECK

Abstract: The cultural and intellectual interests change over time. In today's language, they have all left their mark. The interest in world events never really disappears. The eventful life, the superiority of technology, the influence of science in all areas of life, and the tendency of globalization have influenced language as well. The German language has left marks in the Romanian technical vocabulary which have not lost their validity in the current context; more than that, they provide a starting point for contact with the German language in other areas, as well.

Key words: technical language, terminology, technology, specialized vocabulary, communication, borrowings


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TRANSFORMING LITERATURE: THE HERMENEUTICS OF TRANSLATION, Aba-Carina PÂRLOG

Abstract: This article focuses on the manner in which the translator signals her presence in the translation of Kiran Desai’s Hullabaloo in the Guava Orchard. In the light offered by semiotics and componential analysis, I will attempt to illustrate the differences regarding shades of meaning, the appropriateness of lexemes in the given context and the occasional inaccuracies that emerge in the TT. The study will also prove that receptor response is usually challenged by the effect the content, form and style of the ST had on the translator and that it loses its importance if the translation has not been previously evaluated.

Key words: addition, dynamic equivalence, explicitation, free modulation, receptor response, shade of meaning

MODÈLES D’ANALYSE DES TEXTES À TRADUIRE (TAT), APPLIQUÉS DANS L’ENSEIGNEMENT DE LA TRADUCTION / TEXT ANALYSIS MODELS APPLIED IN TRANSLATION CLASSES, Mirela POP

Abstract: The perspective of translation as an undertaking consisting of successive phases, as it can be found in the theoretical approaches based on the description of the translation process has been included in translation pedagogy by those who have systematically dealt with every single phase of the global process. The source text analysis is part of this process. In this study we aim to deal with some of the source text analysis models designed by translation scholars and instructors in order to identify their characteristics and to evaluate to what extent they could be applied in translation classes. Particularly, we have focused on three models of the nineties: the “interpretive” model, the “functional” model and the model of F.Grellet.

Key words: text analysis, models, translation process, translation pedagogy

ACH, DAS RECHERCHIEREN / OH, THIS RESEARCH WORK! Claudia ICOBESCU

Abstract: Any translation task involves research work, mostly because translators cannot be fully knowledgeable about the subject matter of the texts they have to translate. The state of affairs in the translation classes reveals students’ dislike for documentation and research. In this paper, we try to find an explanation for this situation.

Key words: research competence, information retrieval competence, information validation competence, computer aided translation

DIDAKTIK DER FALSCHEN FREUNDE – PRAKTISCHE ANSÄTZE FÜR DIE ÜBERSETZER UND DOLMETSCHERGRUPPEN IM UNIVERSITÄTSBEREICH / FALSE FRIENDS DIDACTICS – A PRACTICAL APPROACH FOR TRANSLATION AND INTERPRETATION DEPARTMENTS IN ROMANIAN UNIVERSITIES, Adriana IONESCU

Abstract: This paper deals with the issue of false friends in teaching German as a foreign language at universities in Romania and with their dangers in this context. It is self-evident that false friends are a typical problem in beginner classes. The danger of ambiguity errors is high in the case of students of levels A1 to B1, but it diminishes in the case of students of level B1 or higher, that is B2 to C2 (according to the Common European Framework of Reference for Languages). What is the purpose of a discussion about false friends at university level? One could consider that false friends do not represent a problem for students of German Studies, but rather for school pupils. The intention of this article is to prove the opposite and to provide possible solutions to the existing problems.

Key words: false friends, interference, strategies, translation and interpretation

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