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Advertising uses a multitude of stereotypes as a result of social representations. Gender stereotypes are also present in this industry, where women are mostly represented as domestic, emotional and especially sexual beings. The present paper aims to analyze the representation of the sexual dimension of women in the Romanian advertising industry and the public perception on the role models of women in the Romanian ads. The empirical research is based on qualitative and quantitative methods: focus group, expert interviews, content analyses and opinion survey. [ABSTRACT FROM AUTHOR]

The medialization phenomenon has become an area of great interest in the field of communication. This study focuses on the medialization in the field of sports. The main objective of the paper is to analyze this phenomenon by using a qualitative approach. Indepth interviews have been carried out in Cluj–Napoca, Romania. The relationship between athletes and sports clubs on the one hand and the media on the other hand, sports culture in Romania, media coverage of different sport arts, the influence of new media in sports and the extent to which the influence of the media on the field of sport has changes over the last 15 years were the main issues that were discussed. The results are reflected in a series of conclusions regarding different aspects of the interaction between the field of sport and mass media, representing a starting point for further research on the medialization of sports in Romania. [ABSTRACT FROM AUTHOR]