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NARCISSISM AND THE NEW FREE MARKET SEGMENT. ABOUT THE NEW NARRATIVE IDENTITIES

Xenia Negrea and Dan Valeriu Voinea
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Xenia Negrea: University of Craiova
Dan Valeriu Voinea: University of Craiova

Annals of the University of Craiova for Journalism, Communication and Management, 2018, vol. 4, issue 1, 122-128

Abstract: In this article we propose new themes of marketing and communication, themes created by the transformations in the media market. Thus, the new digital world implies not only new types of channels, but new types of expression. Changes as intense and deep can be identified at the level of the recipient of the communication efforts. We propose, through this study, a new type of active, involved recipient that no longer seeks to respond to social patterns but seeks to assert his individuality, identity. The old mental map is now a mirror of the deep self, which is not necessarily social.

Keywords: media market; advertising; recipient; narcissism (search for similar items in EconPapers)
JEL-codes: Z0 (search for similar items in EconPapers)
Date: 2018
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Annals of the University of Craiova for Journalism, Communication and Management is currently edited by Dan Valeriu Voinea

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