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    STUDIA PHILOLOGIA - Issue no. 2 / 2004  
         
  Article:   TRANSNATIONAL MEDIA ICONS: VALENTINE’S DAY IN ROMANIA.

Authors:  DIANA ROXANA COTRĂU.
 
       
         
  Abstract:  In the following we have tried to report on how a media icon – Valentine’s Day - is circulated across the compressed space and time of the wired global village to reach a local (Romanian) audience. The audience response will be shown to be complex and differentiated even while the overall reception is favourable as dictated by the aspirational needs of the audience members. Although this might seem a case of international hypodermic effect, whereby dominant values are directly injected into the passive media consumers, it will become evident that the local audience, individually or collectively, activate the semiotic potential of the media product, whose message is indigenized and reassigned radical meanings.  
         
     
         
         
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