De la reclamele postdecembriste la influencerii din social media. Repere privind conţinutul comunicării
From Post-December Ads to Social Media Influencers. Communication Content Benchmarks

Summary/Abstract: The fall of the communist regime in 1989 fundamentally changed Romanian society. The changes refer to the state institutions, fashion perceptions, consumerism, new educational fields, and a different vision regarding the foreign. This process is directly related to economic changes and global integration. Romanian society was open to an avalanche of changes, aimed at destabilizing the last strongholds of the communist regime. In this context, consumerism was encouraged through the public speaking of post-December advertising. Those were the exciting years after the 1989 Revolution when everyone in Romania began to discover capitalism, the market economy, and the free market. The filmmakers were the ones who produced Romanian commercials for the first time. They experienced real difficulties in expressing a story in just one minute. After almost 33 years, a substantial shift took place from post -1989 advertising to the public discourse of influencers. The social media space promotes a large variety of products rebranded by influencers. Today, we are witnessing a new type of growing culture, the culture of influencers. More and more brands decide to invest in contracts with influencers who can promote their product and influence a distinct target group to choose a product or service.

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