Mediul antreprenorial european reflectat în mass-media din România, o perspectivă analitică
European Business Environment reflected in Mass-Media of Romania, an analytical Perspective

Summary/Abstract: Purpose statement - The aim of this paper is to examine the media’s influence on public perception of the European entrepreneurial environment, with specific reference to business performances as they are presented on Romanian economic journals, in 2010. Design/Methodology/Approach - The nature of the topic suggests the use of an interdisciplinary set of analysis, interpretation and evaluation of results, as well as the optionfor a jointresearchstrategy, whichisengaged in methods and techniquesfrommanyscientificfields, in ordertovalidatetheassumptions. Overview - Due to the unstable economic situation in Romania over the last few years, local entrepreneurs are interestedtoknowthefeatures, dynamics, and, aboveall, opportunities and threatsspecifictotheEuropeanbusinessenvironmenttoassessthe chances of achievingtheir targets. Likewise, beforemakinganyinvestmentdecisions, foreigninvestors and entrepreneursneedtoknowexactlyif and howthe new businessenvironmentwillsupportthedevelopment of theirownbusinesses. Therefore, mass media has a significant role in thissystemmostly as anopinionmakeramong target audiences and promoter of economicagents, companies, industries orcountries. Limits of Research - There are two main limitations of this study- firstly the selection of economicpublications in thefield, consideredrepresentative of the media in Romania, and secondlythe time constraints. Originality/Value - Theoriginality of thispaperisgivenbytheissuesapproachthattakesintoaccounttheinfluencefactors and theinitialassumptions. Itsvaluelies in theusefulness of research outputs, bothformedia representatives in Romania and forforeign and local entrepreneurs.

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