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PROMOTING POLITICS AS WAY OF EXISTENCE IN CONTEMPORARY EUROPEAN MEDIA


Victor MORARU

Abstract. The article focuses on the promotion paradigm in media activity, it examines various aspects of the concept of promotion, and presents the accumulated experience of the Moldavian and Romanian media in the coverage of the political process through the comprehension of promotion as the primordial current function of media institutions. The paper looks at the peculiarities and the consequences of the promotion process, interpreting it as an expression of the increasing media intrusion into the political domain. A thorough examination of the evidence reveals that the ruling class manages to keep its functions in front of the expanded media power.
Keywords: democracy, political communication, mass media, promotion, media power

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