The Romanian Regional Public Radio - Context and Insights into the Social Dynamics
Reader PhD Gabriela Rusu-P?s?rin

Abstract
In the process of globalization, the regional public radio has an immediate and remote impact in training the public opinion, in identifying the expectations of the audience. Social dynamics and cultural identity become the markers of an increasingly persuasive media discourse. The history of a regional radio (Radio Romania Regional) with emphasis on Radio Romania Oltenia Craiova is both an argument of the "increase and decrease" of the media impact on the market as well as an eloquent case in this social dynamic. The case study diachronically and synchronically presents the audience value in the area, the regional radio consumer profile and it propounds solutions to ensure the primacy on the broadcasting market. The target is a return to the cultural value of the regional radio while considering it a brand of the region. The essential role of regional radio is to contribute to the preservation of cultural identity in the context of globalization, therefore identifying the area and "the voice" of regional media.

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