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psihosocial ”n care are loc comunicarea.
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paraverbal.
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Canalele de comunicare au un suport tehnic reprezentat de toate mijloacele
tehnice care pot veni ”n sprijinul procesului de comunicare (mijloace de comunicare):
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oral sau mediu scris, mediu vizual.
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de comunicare. Perturbarea mesajului transmis poate avea o asemenea intensitate, ”nc‰t

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Bariere de comunicare

Doctor Leonard Saules, de la Grand School of Business, Universitatea Columbia,

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Bariere de limbaj:
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SHQWUXFăOHHVWHIULFăVăVSXQăFHHD ce g‰ndesc.

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comunicarea;
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comunicare.

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de:
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‡rutina ”n procesul de comunicare.

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de comunicare, barierele nu sunt de neevitat, exist‰nd c‰teva aspecte ce trebuie luate ”n
FRQVLGHUDUHSHQWUXvQOăWXUarea lor:
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- folosirea unui limbaj adecvat.

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semnificative ”ntre oameni, ca un concept care include toate acele procese prin care
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de mesaje tranVPLWH VHPQDOH SULQ LQWHUPHGLXO XQXL FDQDO OD UHFHSWRU FkQG HPLĠăWRUXO
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sens precis, destul de diferit de cel din limbajul curent unde este echivalent uneori c‰nd
FXLQGLFHOHFkQGFXVHPQDOXOHOGHVHPQHD]ăRXQLWDWHFRPSOH[ăFRPSXVăGLQDOWHGRXă
XQLWăĠL VHPQDOXO úL VHQVXO VăX 3HQWUX DFHVWH GRXă HQWLWăĠL 6DXVVXUH D XWLOL]DW DOWH
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propune semnificant úLSHQWUXVHQV- semnificat, ceea ce are avantajul de a pune ”n valoare
complementaritatea termenilor: unui semnificant ”i corespunde ”n mod necesar un
VHPQLILFDW úL LQYHUV 6H XWLOL]HD]ă IUHFYHQW +MHOPVOHY (FR WHUPHQXO ÄH[SUHVLH´ SHQWUX
VHPQLILFDQWúLÄFRQĠLQXW´SHQWUXVHPQLIicat.
6DXVVXUHXWLOL]HD]ăFXYkQWXOVHPQDYkQGvQYHGHUHXQIHQRPHQFRPSOH[FRPSXV
dintr-R ÄLPDJLQH DFXVWLFă´ úL XQ ÄFRQFHSW´ RELHFWXO VHPQLILFDW 8Q FXYkQW VDX R
FRPELQDĠLH GH FXYLQWH GLQWU-R OLPEă LQGLFă VDX VH UHIHUă OD XQ RELHFW H[WHULRU VDX R LGHH
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LDUXWLOL]DUHDVDFRQYRDFăLPDJLQHDPHQWDOăDFRQFHSWXOXL&RQIRUPPRGHOXOXLGRPLQDQW
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SH FDUH VXQW GHVWLQDWH Vă-O WUDQVPLWă 6H VSXQH vQ DFHVW FD] 6DXVVXUH Fă VHPQHOH

14
OLQJYLVWLFH VXQW DUELWUDUH FX DOWH FXYLQWH Fă QX H[LVWă R MXVWLILFDUH SHQWUX DOHgerea unui
anumit semnal ”n detrimentul celorlalte, pentru un anumit sens. De aceea, ”n limbi
diferite, unui anumit sens ”i corespund semnale complet diferite.

([LVWăúLVHPQHPRWLYDWHFHOHvQFDUHVHPQDOHOHSUH]LQWăDQDORJLLFX VHPQLILFDĠLD
ORU ÌQ OLPbaj se dau ca exemple de semne motivate ÄRQRPDWRSHHOH´ FXYLQWH D FăURU
IRQLH UHSUH]LQWă XQ ]JRPRW VDX XQ VXQHW 'DU FRUHVSRQGHQĠD QX HVWH GHFkW UHODWLYă 'H
altfel, sunetul HPLV GH XQXO úL DFHODúL DQLPDO GH H[HPSOX XQ FRFRú HVWH WUDQVFULVă
fonetic difHULW vQ IXQFĠLH GH OLPEă cock-a-doodle-doo, quiquiriqui HWF ÌQ FRQFOX]LH
PRWLYDĠLDVHPQHORUOLQJYLVWLFHQXHVWHGHFkW UHODWLYăúLHVWHLPSUHJQDWăGHXQDUELWUDUFDUH
UăPkQHSUHGRPLQDQW $FHVWDUELWUDUVHUHJăVHúWHúLvQDOWHGRPHQLLGHFkWFHODOOLPEDMului.
([HPSOXO FODVLF HVWH FHO DO VHPDIRDUHORU UXWLHUH XQGH VHPQLILFDĠLD culorilor este pur
DUELWUDUă 7RWXúL DWXQFL FkQG SH XQ SDQRX UXWLHU GHVHQXO XQHL FXUEH VHPQDOHD]ă
XWLOL]DWRULORU Fă YRU DERUGD R FXUEă avem de-a face cu un semn motivat. Curba a fost
DOHDVăSHQWUX DVHPăQDUHDVDFXYLUDMXOÌQJHQHUDODWXQFLFkQGFRPXQLFDUHDVHIDFH altfel
GHFkW SULQ OLPEDM SDUWHD GH PRWLYDĠLH FUHúWH 2 LPDJLQH HVWH PDL SXĠLQ úL PXOW PDL UDU
DUELWUDUăGHFkWXQFXYkQWVDXRIUD]ăúLGHDFHHD comunicarea prin intermediul imaginii
este mult mai eficace. Se pare FăVHPQLILFDĠLDVHWUDQVPLWHFXDWkWPDLXúRUFXFkWHDHVWH
mai solid DQFRUDWă vQ VXSRUWXO VăX FX FkW GLIHUHQĠD GLQWUH VHQV úL VHPQDO HVWH PDL PLFă
1HSXWHPSXQHvQWUHEDUHDGHFHVXQWvQFăGHVSUHIHUDWHcuvintele imaginilor. Aceasta se
vQWkPSOă GHRDUHFH LPDJLQHD QX SRDWH YHKLFXOD toate tipurile de sensuri, ci doar acele
VHQVXULFăURUDOHÄVHDPăQă´vQ HVHQĠDHLFKLDUYRUELPGHLPDJLQHDXQXLHOHPHQWFăUXLDvL
VHDPăQă úL H[LVWă R PXOWLWXGLQH GH QRĠLXQL FDUH QX VH SUHWHD]ă VDX VH SUHWHD]ă cu
GLILFXOWDWH XQHL UHSUH]HQWăUL YL]XDOH /LPEDMXO FDUH XWLOL]HD]ă semne arbitrare, nu este
VXSXV DFHVWHL OLPLWăUL HO SHUPLĠkQG FRPXQLFDUHD RULFăUXL WLS GH VHPQ $FHVW FDUDFWHU
universal, numit RPQLSRWHQĠă, caracterizează OLPEDMXO vQ FDGUXO PLMORDFHORU GH
FRPXQLFDUH VXQW FD]XUL vQ FDUH QX SXWHP DOHJH vQWUH OLPEDM úL XQ DOW mijloc, deoarece
DFHVWDHVWHVLQJXUXOFDUHQXHVWHDWDúDWXQXL GRPHQLXOLPLWDWÌQDFHODúLIHOvQĠHOHJHPGH
FHWHOHYL]LXQHDWLQGHVă vQORFXLDVFăUDGioul, unde comunicarea se face prin limbaj.
7HOHYL]LXQHD FXPXOHD]ă RPQLSRWHQĠD OLPEDMXOXL úL HILFDFLWDWHD imaginii. Pentru
DFHOHDúLPRWLYHXQDILúFDUHĠLQHGHGRPHQLXO LPDJLQLLFRPSRUWăDSURDSHvQWRWGHDXQDR
SDUWH VFULVă LQIRUPDĠLLOH pe care imaginea QX UHXúHúWH Vă OH UHGHD VXQW vQFUHGLQĠDWH
cuvintelor.

Cuv‰nt
Prototipul semnului lingvistic este cuv‰ntul, dar rareori vorbim de cuvinte
izolate. &XYLQWHOH vQVăúL VXQW IăFXWH SHQWUX D VH FRPELQD vQ IUD]H FRPSOH[H FDUH
UHSUH]LQWăPDFURVHPQH (semne formDWHODUkQGXOORUGLQDOWHVHPQH$FHDVWăSURSULHWDWH
HVWH YL]DWă vQ JHQHUDO DWXQFL FkQG VSXQHP Fă OLPEDMXO HVWH DUWLFXODW 8QLWDWHD GH
comunicare ”n acest caz este fie fraza, fie ansamblul GHIUD]HSHFDUHvOSXWHPQXPLHQXQĠ
sau text. Dar putem generaliza la toate tipurile de comunicare ceea ce este evident pentru
OLPEDMXO YRUELW VDX VFULV" &RPXQLFDUHD QX RSHUHD]ă vQWRWGHDXQD FX ajutorul mesajelor
DUWLFXODWH vQ VHQVXO GHILQLW PDL VXV 8Q DILú XQ FOLS SXEOLFLWDU VH GHVFRPSXQ mult mai
greu ”n elemente sePQLILFDQWHvQVHPQDOHGLVWLQFWHDYkQGXQVHQVGHFkWRIUD]ăSHFDUHR
putem descompune ”n cuvinte.

15
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termen GLILFLOGLQ FDX]D SROLVHPLHLVDOH6ăSOHFăPGHODFRGLILFDUHDFHDVWDGHVHPQHD]ă
uneori RSHUDĠLXQHDFDUHIDFHVăFRUHVSXQGăXQHLVHPQLILFDĠLLDQXPLWHVHPQDOHHODERUDUHD
unui mesaj SOHFkQG GH OD R VHPQLILFDĠLH FDUH FKLDU GDFă QX D IRVW GDWă vQ SUHDODELO FHO
SXĠLQ QX D IRVW vQFă UDSRUWDWă OD R VHULH GH VHPQDOH $OWHRUL FRGLILFDUHD GHVHPQHD]ă
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FDUH DSDUĠLQ XQXL DOW VLVWHP ÌQ DFHVW al doilea sens, vom merge de la un mesaj deja
constituit, ”n general un text, la un alt mesaj. ÌQFD]XOFRGLILFăULLOLQJYLVWLFHvQFDX]ăHVWH
VHPQLILFDĠLD&RPXQLFDWRUXOSURGXFHXQ PHVDMGHFLRVXLWăGHVHPQDOHGDUvOHODERUHD]ă
vQ IXQFĠLH GH VHQVXO FăUXLD DFHVW PHVDM YD WUHEXL Vă-L FRUHVSXQGă ùL GHFRGLILFDUHD YD
UHSUH]HQWDDFXPvQĠHOHJHUHvQPRPHQWXO”n care percepe un mesaj constituit din semnale,
GHVWLQDWDUXO vL DIHFWHD]ă XQ VHQV FkW PDL DSURSLDW GH VHQVXO OD FDUH se g‰ndea
comunicatorul.
ÌQVHQVOăUJLWFRGXOHVWHXQVLVWHPGHvQĠHOHVXULFRPXQPHPEULORUXQHLFXOWXULVDX
VXEFXOWXUL(OFRQVWăDWkWvQVHPQHFkWúLvQUHJXOLVDXFRQYHQĠLLFDUHGHWHUPLQăvQFHPRG
úL vQ FH FRQWH[W VHPQHOH VXQW IRORVLWH úL FXP SRW IL HOH IRORVLWH SHQWUX D IRUPD PHVDMH
complexe. Orice DVSHFW DO YLHĠLL QRDVWUH VRFLDOH -)LVNH Introduction to communication
studies) care este FRQYHQĠLRQDOVDXJXYHUQDWGHUHJXOLODDFăURUDSOLFDUHFRQVLPWPHPEULL
XQHL VRFLHWăĠL SRDWH IL QXPLW ÄFRGDW´ 7UHEXLH Vă GLVWLQJHP vQWUH FRGXUL DOH
FRPSRUWDPHQWXOXL QXPLWH FRQYHQĠLL VRFLDOH úL FRGXUL GH VHPQLILFDĠLL &RGXULOH GH
VHPQLILFDĠLL VXQW sisteme de semne (lingvistice, imagistice, JHVWXDOHHWF )ăFkQGDFHDVWă
GLVWLQFĠLHWUHEXLHWRWXúLVăDGPLWHPFăFHOHGRXăWLSXULGHFRGXULVXQW interconectate. Nici
XQFRGGHVHPQLILFDĠLLQXSRDWHILVHSDUDWGHSUDFWLFLOHVRFLDOHúLGHXWLOL]DWRULL VăL

)LVNHFRQVLGHUăFăRULFHWLSGHFRGDUHXUPăWRDUHOHWUăVăWXUL
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VLQWDFWLFă
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‡vQGHSOLQHúWHRIXQFĠLHFRPXQLFDWLYăVDXGHLGHQWLILFDUHVRFLDOă
‡este transmisibil prin mijloacele de comunicare sau canalele care ”i sunt aplicabile.

Umberto Eco (7UDWDWGHVHPLRWLFăJHQHUDOă) este autorul unei semiotici speciale,

ED]DWHSHWHRULDFRGXULORUFDUHSOHDFăGHOD SUHVXSR]LĠLDFăXQFod nu poate fi separat de
cultura ”n care s-a IRUPDW úL SH FDUH R GHVHUYHúWH 3UHPLVD GH OD FDUH DXWRUXO SOHDFă vQ
HDOL]DUHD DFHVWHL VHPLRWLFLHVWHFă SHQWUXD H[SOLFDIXQFĠLRQDUHD VLVWHPHORUVHPLRWLFH QX
avem nevoie de FRQFHSWXO GH UHIHUHQW ÄGDFă UHIHUHQWXO HVWH FRQGLĠLD QHFHVDUă SHQWUX
SURLHFWDUHDPRGHOXOXLVHPLRWLFQXHúLFRQGLĠLDIXQFĠLRQăULLVHPLRWLFH´ /DVXUVăVHSRDWH
DIOD R PLQFLXQă XQ IDSW FDUH QX HVWH UHDO GDU DVWD QX vQVHDPQă Fă QX PDL H[LVWă
osibilitatea de semnificare. Astfel, semioticD OXL (FR HVWH FRQIRUP SURSULHL GHILQLĠLL R
VHPDQWLFăED]DWă QXPDLSHFRQGLĠLLOHGHVHPQLILFDUHWHRULDFRGXULORUúLQXSHFRQGLĠLLGH
DGHYăUWHRULDUHIHULQĠHL &RQFHSWHFDVHPQFRGPHVDMúLWH[WFDSăWăRDFFHSĠLHGLIHULWă
Codul DVRFLD]ă HOHPHQWHle unui sistem vehiculant (expresia) elementelor unui sistem

16
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HVWH FRUHODWă FX XQ FRQĠLQXW LDU DPEHOH HOHPHQWH FRUHODWH GHYLQ IXQFWLYH DOH FRUHODĠLHL
Astfel, putem denumi semnul ca fiind constituit din unul sau mai multe elemente ale unui
plan al expresiei FRUHODWHFRQYHQĠLRQDOFXXQXOVDXPDLPXOWHHOHPHQWHDOHXQXLSODQDO
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diQWUH XQ VHPQLILFDQW úL XQ VHPQLILFDW 6HPQXO QX HVWH R XQLWDWH IL]LFă VDX R XQLWDWH
VHPLRWLFăIL[ăFLORFXOGHvQWvOQLUHDO unor elemente reciproc interdependente, provenind
GLQ GRXă VLVWHPH GLIHULWH úL DVRFLDWH SULQWU-R UHODĠLH FRGLILFDQWă Un semnificant
HKLFXOHD]ăFRQĠLQXWXULGLIHULWHúLvQOăQĠXLWHLDUFHHD FHVHQXPHúWHÄPHVDM´HVWHGHFHOH ai
PXOWH RUL XQ WH[W DO FăUXL FRQĠLQXW HVWH XQ GLVFXUV FX PDL PXOWH QLYHOH 7H[WXO HVWH
ezultatul FRH[LVWHQĠHL XQRU FRGXUL GLIHULWH VDX FHO SXĠLQ DO XQRU VXEcoduri diferite. ÌQ
L]LXQHDOXL(FRGLQSXQFWXOGHYHGHUHDOIXQFĠLRQăULLFRGXOXL referentul trebuie exclus ca
SUH]HQĠă VWkQMHQLWRDUH FKLDU GDFă referentul poate fi obiectul numit, trebuie admis din
ULQFLSLXFăR H[SUHVLHQXGHVHPQHD]ăXQRELHFWFLYHKLFXOHD]ăXQFRQĠLQXW cultural.

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Bernstein, ”n lucrarea Class, Codes and Control (apud Christian Baylon, Xavier
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FDUH XUPăUHúWH WH[WXO ”ntr-o carte. Unii copii nu pot WUDQVPLWH GHFkW XQ QXPăU PLF GH
LQIRUPDĠLLLQWHUORFXWRUXOXLFH FXQRDúWHGHMDSRYHVWLUHDIRORVHVFXQcod restr”ns), ”n timp
FH DOĠL FRSLL GHVFULX FRQĠLQXWXO FRPSOHW DO LPDJLQLORU IăUă Vă XLWH QLFL XQ DPăQXQW
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GHIDYRUL]DWHQXvQWUHEXLQĠHD]ăGHFkWFRGXOUHVWUkQVvQWLPSFHHOHYLL SURYHQLĠLGLQFODVHOH
superioare se folosesc la fel de bine de ambele FRGXUL$XWRUXOQXDILUPăFăILHFDUHFODVă
VRFLDOăDUSRVHGDXQ OLPEDMGLVWLQFWGDUUDSRUWXOYDULD]ăvQIXQFĠLHGHLPSRUWDQĠDFDUHVH
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UHIOHFWH]H DVXSUD VHQVXOXL FXYLQWHORU Vă UHIRUPXOH]H IUD]HOH LQFRUHFWH Vă-úL H[SULPH
VHQWLPHQWHOHSHUVRQDOHÌQPHGLLOHSRSXODUH folosirea OLPEDMXOXLYL]HD]ăvQDLQWHGHWRDWH
respectarea unei norme. /LPEDMXO FRPXQ SXQH DFFHQWXO SH HYLGHQĠHOH SURSULL
interlocutorilor úLQXSHFUHDUHDXQRUVHPQLILFDĠLLQRL
7H]DOXL%HUQVWHLQQXPLWăúLWH]DGHILFLHQĠHLOLQJYLVWLFHa fost SURVWvQWUHEXLQĠDWă
ILLQGDFX]DWăGHIDSWXOFăÄQXXUPăUHúWHGHFkWVă inculce valorile clasei mijlocii copiilor
clasei muncitoare prin vQVXúLUHDYRUELULLHODERUDWH´'LQFRORGHFDX]HOHFDUHGXFvQVăOD
IRORVLUHD FRGXULORU UHVWUvQVH VDX D FHORU HODERUDWH GLVWLQFĠLD vQ VLQH poDWH IL IRORVLWă FX
mult succes ”n a analiza raporturile pe care codurile le au cu societatea.

17
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”n comunicare au LGHQWLILFDWGRXăIHOXULGHIHHG-back ±SR]LWLYúLQHJDWLY
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DOWă GLVFLSOLQă HWF aceste semne constituie un feed-EDFN QHJDWLY FDUH DU WUHEXL Vă
GHWHUPLQHSURIHVRUXOVăVchimbe modul de comunicare).

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DFHOHDúLFXYLQWHVDX fraze;
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ajuta comunicarea;
c) zgomotul de mediu VHUHIHUăOD]JRPRWHOHH[WHUQHFDUHLQWHUYLQvQSURFHVXQ
UHVWDXUDQW]JRPRWRVSHQWUXFLQHYDFDUHGRUHúWHVăvQWUHĠLQăRFRQYHUVDĠLHHWF)HHG-back-
ul este important ”n reducerea efectelor zgomotului.

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principiul reaFĠLHL LQYHUVH HVWH LPSRUWDQW SHQWUX FRQWUROXO HILFLHQĠHL XQHL DFĠLXQL SHQWUX
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GHVIRORVLWHúL eficiente tehnici de feed-back sunt:

1. Parafraza ± a reda mesajul cuiva cu propriile cuvinte, spre deosebire de citat,

c‰nd textul respectiv este reprodus; ea este XWLOă DWXQFL FkQG GRULP Vă FODULILFăP SR]LĠLD
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2. ÌQWUHEDUHD GLUHFWă ± HVWH LQWHURJDĠLD SULQ FDUH VH SRDWH UăVSXQGH prin da sau
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XQRU LQIRUPDĠLL VFXUWH úL FRQFLVH FkQG QH DIOăP vQ IDĠD XQXL LQWHUORFXWRU ODFRQLF IRDUWH
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18
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de refuz,DVWIHO vQFkW SRWDSăUHD GLYHUJHQĠHGH SăUHUL Limbajul (verbal sau nonverbal) al
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aceste VHPQDOH GH QHDFFHSWDUH vL SURYRDFă SDUWHQHUXOXL GH GLDORJ WHDPă LQGLVSR]LĠLe,
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LVODPLúWL GXSă GHVFKLGHUHD GH FăWUH 68$ D Uă]ERLXOXL vPSRWULYD terorismului ”n
$IJDQLVWDQ GH SLOGă ÄDPHULFDQ´ YL]HD]ă DFHD SHUVRDQă FXOWXUă FDUH OH DPHQLQĠă modul
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cuvintelor. Cuvintele DX R VHPQLILFDĠLH JHQHUDOă YDODELOă SHQWUX WRĠL YRUELWRULL úL XQD
YDULDELOă SUH]HQWă GRDU OD unii GLQWUH YRUELWRUL $úD FXP DP Yă]XW ÄDPHULFDQ´ SRDWH
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VDXQHJDWLYă(apud Cuilenburg, ùWLLQĠD FRPXQLFăULL.

Simbol
Un alt tip de semnal este simbolul 'LQ QHIHULFLUH QX H[LVWă XQ DFRUG JHQHUDO
asupra FRQĠLQXWXOXLH[DFWDOWHUPHQXOXL3HQWUu Saussure, simbolul este un semnal care nu
este, sau nu ”n WRWDOLWDWH DOHV vQ PRG DUELWUDU GH H[HPSOX EDODQĠD FDUH VHUYHúWH GUHSW
VHPQLILFDQW MXVWLĠLHL GHRDUHFH PHWDIRULF MXVWLĠLD FkQWăUHúWH DFĠLXQLOH RDPHQLORU 3HQWUX
DOĠL VSHFLDOLúWL vQVă VLPEROXl HVWH úL HO XQ VHPQ DUELWUDU 'DU VLPEROXO HVWH XQ WHUPHQ

19
comod pentru a desemna un semnal HPEOHPDWLF FăUXLD L VH LGHQWLILFă XQ JUXS VRFLDO R
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Simbolizarea este procesul prin care unui cuv‰nt, unui obiect, unui desen
ILJXUDWLY L VH DWULEXLH R YDORDUH SDUWLFXODUă UHFXQRVFXWă SH SODQ VRFLDO FXYkQWXO nu mai
DUH GRDU VHQVXO VăX SULPDU RELHFWXO QX VH PDL UHGXFH OD XWLOL]DUHD VD LPHGLDWă GHVHQXO
H[SULPă DOWFHYD GHFkW FHHD FH UHSUH]LQWă ÌQ WHUPHQL WHKQLFL SXWHP IRORVL FXSOXO
GHQRWDĠLHFRQRWDĠLHSHQWUXDH[SOLFDDFHDVWăGLVWLQFĠLH'HQRWDĠLDXQXLVHPQHVWHUHDOLWDWHD
pe care DFHVWDRGHVHPQHD]ăvQPRGGLUHFWSULQFRQRWDĠLHWUHEXLHVăvQĠHOHJHPUHDOLWăĠLOH
desemnate ”n PRGVHFXQGDUGHFăWUHVHPQFDúLHYHQWXDOHOHHYDOXăULMXGHFăĠLIDYRUDELOH
sau defavorabile) care VXQWDVRFLDWHUHDOLWăĠLORUSULPDUHVDXVHFXQGDUH
Putem considera simbolizarea (Denis McQuail, Comunicarea) un proces prin
care, ”n primul r‰nd, sensul este asociat cu obiecte, FRQFHSWHSUDFWLFLQDUDĠLXQLVSHFLILFH
VDXFXUHSUH]HQWăULDOHDFHVWRUD ÌQDOGRLOHDUkQGSULQDFHVWHPLMORDFHLGHLOHúLLPDJLQLOH
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dincoOR GH H[SHULHQĠD LPHGLDWă VXQW WUDQVPLVH vQWU-un mod HFRQRPLF úL VLJXU DFHORUD
FDUH DX IRVW VRFLDOL]DĠL vQWU-R FXOWXUă VDX vQWU-o societate. Simbolismul este un proces
HVHQĠLDO FROHFWLY 8WLOL]kQG simbolurile pentru a comunica, individul face apel la fondul
colectiv de VHPQLILFDĠLL SH FDUH OH vPSăUWăúHúWH FX LQWHUORFXWRULL VăL Simbolurile sunt
exprimate ”ntr-un limbaj de semne, iconi, semnale, dar limbajul simbolic ”l constituie de
fapt obiectele sau evenimentele fizice ODFDUHVHUHIHUăOLPEDMXO

PenWUX D GD QXPDL FkWHYD H[HPSOH VWHDJXO VHPQLILFă

identitatea unei QDĠLXQL VDX FRPXQLWăĠL úL vQWUXFKLSHD]ă LGHHD GH
QDĠLXQHVDELDHVWHXQVLPERODOGUHSWăĠLLOHJLL sau armatei; crucea
HVWH VLPEROXO FUHúWLQLVPXOXL vQ JHQHUDO OHXO HVWH XQ VLPERO DO
puterii úL curajului.  $VWIHO SXWHP VSXQH Fă VLPEROXULOH ILH
RELHFWH SUDFWLFL VDX PLWXUL DX R IRUPă PDWHULDOă FRQFUHWă
UHODĠLRQkQGX-se unei idei abstracte; ”n al doilea r”nd, ele sunt
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de colectivitate. Faptul care trebuie subliniat aici este limitarea
VIHUHL H[SUHVLHL VLPEROLFH OD DQXPLWH JUDQLĠH GH VSDĠLX úL WLPS úL
SURSULHWăĠLOH sale mediatice pentru colectivitate.

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20
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VHPQLILFDĠLHL /D DO GRLOHD QLYHO VLVWHPXO GH VHPQH DO SULPXOXL QLYHO HVWH LQVHUDW vQ
sistemul cultural de valori.

5D\PRQG)LUWKvQOXFUDUHDVDWHRUHWLFăSymbols, Public and Private (apud Denis

McQuail, Comunicarea SUH]LQWă WHRULD OXL 'XUNKHLP DVXSUD VLPEROXULORU úL HIHFWXHD]ă
XQFRPHQWDULXSHUWLQHQWDOLGHLORUDFHVWXLDÌQRSLQLDOXL)LUWKSHQWUX'XUNKHLPH[LVWHQĠD
sentimentelor sociale depinde de procesul de simbolL]DUHÄYLDĠDVRFLDOăVXEWRDWH
DVSHFWHOH HL úL vQ WRDWH PRPHQWHOH LVWRULHL VDOH HVWH SRVLELOă QXPDL GDWRULWă XQXL YDVW
simbolism´6LPEROXOHVWHXQRELHFWVDXRDFWLYLWDWHGLUHFWH[SHULPHQWDELOHDVRFLDWHXQRU
FRQFHSWH úL LGHL JHQHUDOH D FăURU H[SHULHQĠă GLUHFWă QX R SXWHP DYHD GDU FDUH VXQW
LPSRUWDQWH SHQWUX IXQFĠLRQDUHD XQXL JUXS VDX D XQHL FROHFWLYLWăĠL 3OHFkQG GH OD DFHVWH
FRQVLGHUHQWH )LUWK IDFH GRXă REVHUYDĠLL XQD SULYHúWH VLPEROXO FD ÄGHSR]LW GH
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vQVSHFLDOSHQWUXVRFLHWăĠLSUHOLWHUDOHVDXSHQWUXVRFLHWăĠLFHSUH]LQWăGLYHUVLWDWHFXOWXUDOă
úL OLQJYLVWLFă 9DORDUHD VD GHSLQGH GH JDPD GH LQWHUSUHWăUL SRVLELOH vQWU-un caz dat:
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DPELJXLWDWHDúLFDUDFWHUXODOX]LYDl simbolului. Astfel, simbolul poate fi utilizat lesne de
LQGLYLGSHUPLĠkQGX-LVăIDFăUHIHULQĠHVăDFĠLRQH]HvQUHODĠLHFXFHLODOĠLúLVăvQĠHOHDJăGH
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moduri.

21
Sens
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asociat XQVHQVVDXRVHPQLILFDĠLHXQPHVDMFRPSRUWăXQsens, VLPSOXVDXFRPSOH[GDFă
nu mai multe. 6HQVXO QX HVWH WUDQVPLVLELO SH FDOH PDWHULDOă QX H[LVWă VHQV GHFkW SHQWru
PLQWHD XPDQă úL VHQVXO nu poate exista ”n afara acesteia. Din acest punct de vedere,
FRPXQLFDUHDHVWHGHFLSDUDGR[DOă 'HVWLQDWăVHQVXOXLFDUHHVWHVLQJXUXOLPSRUWDQWHDQX
HVWH FDSDELOă Vă-O YHKLFXOH]H (D RSHUHD]ă SULQ VXEVWLWXĠLH 7UDQVPLVLXQHD HVWH OHJDWă GH
elemente materiale sau mai exact perceptibile, VHPQDOHOH GDU FRPXQLFDUHD QX UHXúHúWH
GHFkW vQ PăVXUD vQ FDUH FRPXQLFDQĠLL VWDELOHVF R DFHHDúL HFKLYDOHQĠă vQWUH VHPQDOHOH
SHUFHSXWH úL VHPQLILFDĠLLOH DWULEXLWH 'DU QX VH vQWkPSOă GHFkW UDU FD eFKLYDOHQĠD Vă ILH
H[DFW DFHHDúL úL DSURDSH vQWRWGHDXQD QH PXOĠXPLP FX R HFKLYDOHQĠă DSURSLDWă 5HXúLWD
FRPXQLFăULL QX HVWH QLFLRGDWă GHFkW UHODWLYă úL DFHVW OXFUX QX WUHEXLH QHJOLMDW DVWIHO VH
H[SOLFăIDSWXOFăXQDFHODúLPHVDMSRDWHSULPLVHQVXULIRDUWHGLIHULWH(VWHWRWXúLSRVLELOvQ
DQXPLWH WLSXUL GH FRPXQLFDUH FXP DU IL OLWHUDWXUD Vă YHGHP vQ DFHDVWă GLYHUVLWDWH R
ERJăĠLHúLQX RLPSHUIHFĠLXQH

Sistem de semne
ÌQOLQLDWUDGLĠLHLVDXVVXULHQHOLPEDHVWHFDUDFWHUL]DWăQXFDXQFRGFLFDXQsistem
de semne7HUPHQXOGHVLVWHPLQGLFăIDSWXOFăvQWUHHOHPHQWHvQFD]XOGHIDĠăVHPQHOHúL
FRPSRQHQĠLLORUVHPQDOHúLVHQVH[LVWăUHODĠLLFDUHOHUHXQHVFSHQWUXDFRQVWLWXLRXQLWDWH
VLVWHPXO1RĠLXQHDGHVLVWHPLPSOLFăFRHUHQĠDvQWUHHOHPHQWHOHFRQVWLWXWLYHÄXQDQVDPEOX
”n care WRWXOVHOHDJă´$FHVWVLVWHPSRDWHILIRDUWHELQHHOvQVXúLFRPSOH[úLFRQVWLWXLWGLQ
mai multe VXEDQVDPEOH vQ FDGUXO FăURUD H[LVWă vQWUH HOHPHQWH UDSRUWXUL VSHFLILFH (VWH
cazul sistemelor lingvistice, ceea ce l-a condus pe GXVWDYH *XLOODXPH OD D GHFODUD Fă
limba este nu at‰t un sistem, c‰t un sistem de sisteme.

6HPLRORJLDVHPLRWLFDúLGRPHQLLOHVDOH

'HILQLQG OLPELOH FD VLVWHPH GH VHPQH 6DXVVXUH DGPLWHD IDSWXO Fă putem ”nt‰lni
VHPQHúLvQDOWHGRPHQLLGHFkWOLPEDMXO'HDceea, din SXQFWXOVăXGHYHGHUHOLQJYLVWLFD
este un capitol dintr-RúWLLQĠăPDL JHQHUDOăFDUHVHRFXSăGHVHPQHOHGHWRDWHWLSXULOH(O
sugera numele de semiologie GDU DVWă]L HVWH SUHIHUDW WHUPHQXO GH VHPLRWLFă, care
corespunde, de altfel, termenului de semiotics DOVSHFLDOLúWLORU anglo-saxoni, ”ncep‰nd cu
3LHUFH 3DUWHD GH VHPLRORJLH FDUH VH RFXSă GH OLPEDM úL FDUH VH QXPHúWH OLQJYLVWLFă
SUH]LQWă R PDUH GLYHUVLWDWH FD úL RELHFWXO vQVXúL 3RDWH úL GH DFHHD GHQXPLUHD GH
OLQJYLVWLFă FHGHD]ă DGHVHRUL vQ ]LXD GH DVWă]L vQ IDĠD XQHL H[SUHVLL SOXUDOH úWLLQĠHOH
limbajului. Vom cita doar pe cele mai importante, cu denumirile utilizate ”n momentul de
IDĠă

‡FonologiaFDUHVWXGLD]ăFRQVWLWXHQĠLLVHPQDOHORUIRQHWLFHúLPDL ales, dar nu numai,

pe cei pe care le numim foneme (fonetica, care VWXGLD]ă VHPQHOH VXE WULSOXO DVSHFW DO
SURGXFĠLHLVWUXFWXULLúL SHUFHSĠLHLORUHVWHGLQSXQFWGHYHGHUHVHPLRORJLFRGLVFLSOLQă
DX[LOLDUăDIRQRORJLHL

‡MorfologiaFDUHVWXGLD]ăIRUPDFXYLQWHORU

22
‡Sintaxa care studLD]ăFDSDFLWDWHDFRPELQDWRULHDVHPQHORUvQ
cadrul macro-VHPQXOXLQXPLWIUD]ă

‡SemanticaFDUHVWXGLD]ăVHQVXOVHPQHORUVDXGXSăFXPDILUPD
Charles Morris, raportul lor cu realitatea;

‡PragmaticaFDUHVWXGLD]ăXWLOL]DUHDVHPQHORUVDX0RUULV
UHODĠLa lor cu utilizatorii;

‡Lexicologia -PRGXOvQFDUHVHRUJDQL]HD]ăDQVDPEOXOGH
FXYLQWHFXIRUPDúLVHQVXOORUvQWU-RDQXPLWăOLPEă

‡Semiotica textelorOLWHUDUHVDXQXQXPLWăúLDQDOL]DGLVFXUVXOXL
VFULVVDXRUDOLQFOXVLYFRQYHUVDĠLD

‡SociolingvisticaFDUHVWXGLD]ăUHODĠLDGLQWUHOLPEDMúLVRFLHWăĠL

‡PsiholingvisticaFDUHĠLQHGHSVLKRORJLDOLPEDMXOXL

ÌQDIDUDOLPEDMXOXLRULFHDQVDPEOXGHVHPQHúLFKLDUXQVHPQL]RODW constituie un
sector al semiologiei. Ca orice clasificare, clasificarea DQVDPEOHORU GH VHPQH SXQH úL
probleme legate de frontierele dintre diferite tipuri de semne. Astfel, putem ezita ”n a
califica drept sisteme de semne diverse forme de activitate ”n care comunicarea SDUH Vă
MRDFHWRWXúLXQURO6SUHH[HPSOXFLQHPDWRJUDILDXWLOL]HD]ă at‰t cuv‰ntul, deci limbajul,
FkWúLLPDJLQHDPRELOă'DFă cinematografia este ”ntr-DGHYăUXQVLVWHPGHVHPQHDFHDVWD
LQWHJUHD]ăODUvQGXOVăXDOWHOHGRXăGLQWUHFDUHXQXOHVWHPXOWPDL DUELWUDUGHFkWFHOăODOW
Dar semiologia cinematografiei nu se reduce OD R VLPSOă vQVXPDUH D VHPLRORJLHL
OLPEDMXOXL úL VHPLRORJLHL LPDJLQLORU PRELOH XQLWDWHD UHSUH]LQWă PDL PXOW GHFkW VXPD
SăUĠLORU sale.

23
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MRVPRPHQWHOHGHUHIHULQĠăFHPDUFKHD]ăÄLVWRULD´GHGHDQLDúWLLQĠHORUFRPXQLFăULL
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3$5$',*0($/(678',8/8,&2081,&Ă5,,
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‡Modelul Shannon & Weaver
‡Modelul lui Gerbner
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(Introduction to Communication StudiesvQFHDUFăVăGHDRXQLWDWHDFHVWXLVWXGLXSHQWUX
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‡ WRDWH WLSXULOH GH FRPXQLFDUH LPSOLFă VHPQH úL FRGXri. Semnele sunt artefacte sau acte
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pot fi corelate cu altele, precum úLvQFHPRG
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FRPXQLFăULLSXWHPGHRVHELGRXăPDULúFROLúFRDODSURFHVúLúFRDODVHPLRWLFă

ùFRDOD SURFHV vede comunicarea ca transmitere a mesajelor; important este

modul ”n FDUH HPLĠăWRULL úL UHFHSWRULL FRGHD]ă úL GHFRGHD]ă XQ PHVDM PRGXO vQ FDUH
WUDQVPLĠăWRUXO IRORVHúWH FDQDOHOH úL PHGLLOH FRPXQLFăULL ùFRDOD SURFHV HVWH LQWHUHVDWă vQ
special de probleme ca HILFLHQĠDúLDFXUDWHĠHDWUDQVPLWHULLPHVDMXOXL$FHDVWăúFRDOăYHGH
comunicarea ca un proces prin FDUH R SHUVRDQă DIHFWHD]ă FRPSRUWDPHQWXO VDX VWDUHD GH
VSLULW D XQHL DOWH SHUVRDQH 'DFă efectul HVWH GLIHULW GH FHHD FH VH LQWHQĠLRQD Vă VH
FRPXQLFH WHQGLQĠD HVWH Vă VH LQWHUSUHWH]H DFHVW OXFUX GUHSW XQ HúHF DO FRPXQLFăULL úL Vă
FDXWHPRWLYXOHúHFXOXLGH-DOXQJXOGHVIăúXUăULLSURFHVXOXLGH comunicare.
Pentru úFRDOD VHPLRWLFă GHIăúXUDUHD FRPXQLFăULL UHSUH]LQWă R SURGXFHUH úL XQ
schimb de VHQVXUL VHPQLILFDĠLL 2ELHFWXO GH LQWHUHV vO UHSUH]LQWă VWXGLHUHD PRGXOXL vQ
care mesajele WH[WHOH LQWHUDFĠLRQHD]ă FX RDPHQLL SHQWUX D SURGXFH vQĠHOHVXUL VDX
VHPQLILFDĠLL úL UROXO WH[WHORU ”n cultura nRDVWUă ùFRDOD VHPLRWLFă IRORVHúWH WHUPHQL FD
VHPQLILFDĠLH úL QX FRQVLGHUă QHvQĠHOHJHULOH FD ILLQG QHDSăUDW HIHFWH DOH HúHFXOXL GH
FRPXQLFDUH FL FRQVLGHUă Fă HOH SRW UH]XOWD GLQ GLIHUHQĠHOH FXOWXUDOH GLPWUH HPLĠăWRU úL
UHFHSWRU 3HQWUX DFHDVWă úFRDOă VWXGLXO FRPXQLFăULL HVWH VWXGLXO WH[WXOXL úL D FXOWXULL
3ULQFLSDOHOHPHWRGHGHDQDOL]ăSURYLQGLQLQWHULRUXOVHPLRWLFLL
ùFRDOD SURFHV WLQGH Vă Vă UăVIUkQJă DVXSUD úWLLQĠHORU VRFLDOH PDL DOHV DVXSUD
psihologiei úL VRFLRORJLHL úL VH DXWRGHILQHúWH FD VWXGLXl actelor de comunicare. ùFRDOD
VHPLRWLFă LQIOXHQĠHD]ă OLQJYLVWLFD VWXGLXO IHQRPHQHORU DUWLVWLFH úL VH DXWRGHILQHúWH vQ
termeni de producere ai FRPXQLFăULL )LHFDUH úFRDOă LQWHUSUHWHD]ă GHILQLĠLD GDWă
FRPXQLFăULL LQWHUDFĠLXQH VRFLDOă D PHVDMHORU ”n termHQLL VSHFLILFL 3ULPD GHILQHúWH
LQWHUDFĠLXQHD VRFLDOă FD ILLQG SURFHVXO SULQ FDUH R SHUVRDQă UHODĠLRQHD]ă FX DOWHOH VDX
DIHFWHD]ăFRPSRUWDPHQWXOVWDUHDGHVSLULWVDXUHDFĠLLOHHPRĠLRQDOHDOH unei alte persoane
úLLQYHUV$FHVWDHVWHvQĠHOHVXORELúQXLW6HPLRWLFDGHILQHúWHLQWHUDFĠLXQHD VRFLDOăFDILLQG
ceea ce constituie individul ca membru al unei culturi specifice sau al unei VRFLHWăĠL Cele
GRXă úFROL VH GLIHUHQĠLD]ă GH DVHPHQHD SULQ FRQFHSĠLD ORU GHVSUH FHHD FH vQVHDPQă

27
mesaj. ùFRDOD SURFHV vede ”n mesaj ceea ce este transmis prin procesul de comunicare.
0XOĠL GLQWUH FRQWLQXDWRUL FRQVLGHUă Fă LQWHQĠLD HVWH XQ IDFWRU HVHQĠLDO vQ GHILQLĠLD
PHVDMXOXL ,QWHQĠLD HPLĠăWRUXOXL SRDWH IL GHFODUDWă VDX QHGHFODUDWă GDU HD HVWH HVHQĠLDOă
pentru a putea analiza mesajul.
ùFRDOD VHPLRWLFă YHGH PHVDMXO FD R FRQVWUXFĠLH D VHPQHORU FDUH SULQ
LQWHUDFĠLXQHD FX UHFHSWRULL SURGXF vQĠHOHVXUL (PLĠăWRUXO GHILQLW FD WUDQVPLĠăWRU DO
PHVDMXOXLvúLGHFOLQă LPSRUWDQĠDDFFHQWXOHVWHSXVSHWH[WúLSHFXPHVWHHOFLWLW &LWLWul
este procesul descoperirii vQĠHOHVXULORU DWXQFL FkQG UHFHSWRUXO LQWHUSUHWHD]ă WH[WXO
$FHDVWă QHJRFLHUH DUH ORF SH PăVXUă FH FLWLWRUXO LQWURGXFH DVSHFWH DOH H[SHULHQĠHL VDOH
FXOWXUDOHvQGHVFLIUDUHDFRGXULORUúLVHPQHORUGLQ care este constituit textul. De asemenea,
HVWHGH ODVLQHvQĠHOHDVă PXOWLSOLFLWDWHDGHLQWHUSUHWăULSH FDUHR SRDWHOXD XQXOúLDFHODúL
WH[WvQLQWHUDFĠLXQHFXGLIHULĠLFLWLWRUL 7UHEXLHGRDUVăYHGHPFXPGLIHULWHWH[WHWUDQVPLW
DFHODúL HYHQLPHQW IDSW vQ PRG GLIHULW pentru a ne da VHDPD GH FkW GH LPSRUWDQWă HVWH
DFHVWăvQĠHOHJHUH DFHVWăFRQFHSĠLHDVXSUDOXPLLSH care fiecare text o ”mparte cu cititorii
VăL )DSWXO Fă UHFHSWRUL SURYHQLĠL GLQ GLIHULWH FXOWXUL LQWHUSUHWHD]ă GLIHULW DFHODúL WH[W QX
HVWHXQHIHFWDOHúHFXOXLGHFRPXQLFDUHFLDOGLIHUHQĠHLGH orizonturi culturale. Mesajul nu
este ceva trimis simplu de la A la B, ci este un element dintr-RUHODĠLH VWUXFWXUDOăDOHFăUHL
HOHPHQWHLQFOXGDWkWUHDOLWDWHDH[WHUQăFkWúLSURGXFăWRUXOGHWH[WFLWLWRUXO 3URGXFHUHDúL
citirea WH[WXOXL VXQW Yă]XWH FD SURFHVH SDUDOHOH GDU QX LGHQWLFH vQ FDUH $ úL % RFXSă
DFHODúLORFvQUHODĠLDVWUXFWXUDOă$PSXWHDPRGHODDFHDVWăVWUXFWXUăFDXQWULXQJKLvQFDUH
VăJHĠLOH UHSUH]LQWă LQWHUDFĠLXQHD FRQVWDQWă VWUXFWXUD QX HVWH VWDWLFă FL HVWH R Uealitate
GLQDPLFă
(figura 1).

28
ù&2$/$352&(6

Modelul Shannon &Weaver

0RGHOXOGHED]ăDOFRPXQLFăULLFUHDWGHFHUFHWăWRULLDPHULFDQLDUHRUHSUH]HQWDUH
OLQHDUă

ÌQ DFHVW PRGHO a comunica vQVHDPQă D WUDQVPLWH XQ VHPQDO R LQIRUPDĠLH FDUe
HVWH SULPLW 8QLWDWHD GH PăVXUDUH D FRPXQLFăULL HVWH GH QDWXUă ELQDUă FHHD FH vQVHDPQă
Fă WUDQVPLWHUHD LQIRUPDĠLHL HPLWHUHD úL UHFHSWDUHD VHPQDOHORU VH SRDWH UHDOL]D VDX QX
1RĠLXQLOHSULQFLSDOHDOHPRGHOXOXLVXQWFHOHGHHPLĠăWRUUHFHSWRUFDQDOFod (dispozitive
WHKQLFHGHFRGLILFDUHWUDQVPLWHUHúLGHFRGLILFDUHDLQIRUPDĠLHL

SursaHVWHYă]XWăFDXQIDFWRUGHGHFL]LHDFHDVWDvQVHDPQăFăVXUVDGHFLGHFHPHVDMVă
WULPLWă VDX PDL GHJUDEă Vă DOHDJă XQXO GLQWU-o serie de mesaje posibile. Acest mesaj
VHOHFWDW HVWH VFKLPEDW DSRL GH HPLĠăWRU vQWU-un semnal care este trimis prin canal
receptorului.

ZgomotHVWHFHYDFDUHVHDGDXJăVHPQDOXOXLvQSURFHVXOWUDQVPLWHULLFDUHQXHVWH
LQWHQĠLRQDWGHVXUVă3RDWHDYHDORFODWRDWHFHOHWUHLQLYHOXULVSHFLILFDWHGHFHUFHWăWRUL

,QIRUPDĠLDvQDFHVWPRGHOLQIRUPDĠLDHVWHvQĠHOHDVăFDÄPăVXUăDFHHDFHHVWHWUDQVPLV
WUDQVSRUWDW GH OD HPLĠăWRU FăWUH UHFHSWRU PăVXUă D LQFHUWLWXGLQLL GLQ VLVWHP´ 'HFL
LQIRUPDĠLDQXVHLGHQWLILFăFXVHPQLILFDĠLDDFHHDFHHVWH transmis.

5HGXQGDQĠDHQWURSLD UHGXQGDQĠD ± FRQFHSWXO HVWH VWUkQV OHJDW GH FHO GH LQIRUPDĠLH
3RDWH IL GHILQLWă GUHSW FHHD FH SRDWH IL SUHGLFWLELO VDX FRQYHQĠLRQDO vQWU-un mesaj. Opus
UHGXQGDQĠHL HVWH FRQFHSWXO GH entropie. 5HGXQGDQĠD HVWH UH]XOWDWXO SUHGLFWLELOLWăĠLL
ULGLFDWHLDUHQWURSLDDXQHLSUHGLFWLELOLWăĠLVFă]XWH8QPHVDMFXRSUHGLFWLELOLWDWHUHGXVă
SRDWH IL QXPLW HQWURSLF úL DYkQG XQ QLYHO ULGLFDW GH LQIRUPDĠLH ,QYHUV XQ PHVDM FX R
SUHGLFWLELOLWDWHULGLFDWăHVWHUHGXQGDQWúLFXXQQLYHOVFă]XWGHLQIRUPDĠLH

CanalulHVWHSXUúLVLPSOXPLMORFXOIL]LFSULQFDUHHVWHWUDQVPLVVHPQDOXO3ULQFLSDOHOH
FDQDOHVXQWXQGHOHGHOXPLQăGHVXQHWúLGHUDGLRFDEXULOHWHOHIRQLFHVLVWHPXOQHUYRV

29
Mijloc de comunicare UHSUH]LQWă PLMORFXO IL]LF VDX WHKQic prin care mesajul este
convertit ”ntr-XQVHPQDOFDSDELOVă ILHWUDQVPLVSULQLQWHUPHGLXOXQXLFDQDO3URSULHWăĠLOH
fizice sau tehnologice ale mijlocului de comunicare sunt determinate de natura canalului
sau canalelor care ”l folosesc.

Mijloacele pot fi clasificate ”n trei mari categorii:

‡PLMORDFHSUH]HQWDĠLRQDOHYRFHDIDĠDFRUSXO
‡PLMORDFHUHSUH]HQWDĠLRQDOHFăUĠLSLFWXULIRWRJUDILLDUKLWHFWXUDGHFRUDĠLXQLOHLQWHULRDUH
etc.;
‡mijloace mecanice: telefon, radio, televiziune, teletext.

Codul ±HVWHXQVLVWHPGHvQĠHOHVXULFRPXQPHPEULORUXQHLFXOWXULVDXVXEFXOWXUL&RQVWă
DWkWvQVHPQHVHPQDOHIL]LFHFDUHWULPLWODDOWFHYDGHFkWODHOHvQVHOHFkWúLvQUHJXOLVDX
FRQYHQĠLLFDUHGHWHUPLQăFXPúLvQFHFRQWH[WHSRWILIRORVLWHúLFRPELQDte aceste semne
SHQWUX D IRUPD PHVDMH PDL FRPSOH[H PRUIRORJLH VLQWD[ă vQ UDSRUW FX VLVWHPXO
lingvistic).

&RQIRUP FRPHQWDULXOXL UHDOL]DW GH ,RDQ 'UăJDQ 3DUDGLJPH DOH FRPXQLFăULL GH
PDVă), DFHDVWăWHRULHUăVSXQGHvQSULQFLSDOODGRXăvQWUHEăUL
1. cuP SRDWH IL WUDQVPLVă R LQIRUPDĠLH vQ PRGXO FHO PDL UDSLG úL FX FRVWXULOH FHOH PDL
reduse;
FXPVHSRDWHDVLJXUDLGHQWLWDWHDGLQWUHLQIRUPDĠLDSULPLWăúLFHDHPLVă

'DFăSULPDvQWUHEDUHHVWHJHQHUDWăGHFRQWH[WXOFUHăULLWHRULHLvQWLPSXOFHOXLGH-
al dRLOHDUă]ERLPRQGLDOFkQGDXWRULLVHRFXSDXGHHILFLHQĠDOLQLLORUWHOHJUDILFHUăVSXQVXO
OD D GRXD vQWUHEDUH QX SRDWH IL RIHULW GHFkW GDFă VH LDX vQ FDOFXO FHOH WUHL QLYHOH GH
FHUFHWDUHLGHQWLILFDWHGH6KDQQRQ :HDYHUvQVWXGLXOFRPXQLFăULL
Nivelul A ± pUREOHPH WHKQLFH FX FkWă DFXUDWHĠH SRW IL WUDQVPLVH VLPEROXULOH GH
comunicare;
Nivelul B ±SUREOHPHVHPDQWLFHFkWGHSUHFLVWUDQVPLWVLPEROXULOHvQĠHOHVXULOHGRULWH
Nivelul C ± probleme de eficacitate; c‰t de mult poate fi modificat comportamentul
receptRUXOXLvQVHQVXOGRULWGHHPLĠăWRU

Modelul lui Gerbner

*HRUJH *HUEQHU SURIHVRU OD XQLYHUVLWDWHD GLQ 3HQV\OYDQLD D vQFHUFDW Vă UHDOL]H]H
un PRGHO GH FRPXQLFDUH FX XWLOL]DUH JHQHUDOă 0RGHOXO UHDOL]DW D IRVW VHPQLILFDWLY PDL
complex dec‰t cel al lui Shannon & Weaver. Modelul lui Gerbner (figura 3) introduce ca
HOHPHQWH RULJLQDOH SHUFHSĠLD SURGXFĠLD VHPQLILFDĠLD PHVDMXOXL PHVDMXO FD XQLWDWH D
IRUPHL úL FRQĠLQXWXOXL QRĠLXQHD GH LQWHUVXELHFWLYLWDWH FD H[SUHVLH D UDSRUWXOXL GLQWUH
SURGXFĠLD PHVDMHORU úL SHUFHSĠLD HYHQLPHQWHORU úL PHVDMHORU &RQIRUP DFHVWXL PRGHO
SURFHVXOGHFRPXQLFDUHHVWHXQSURFHVVXELHFWLYVHOHFWLYYDULDELOúLLPSUHYL]LELO

30
$[DRUL]RQWDOăUHGăSURFHVXOGHSHUFHSĠLH
‡ODRULJLQHDSURFHVXOXLGHFRPXQLFDUHVHDIOăSHUFHSĠLDXQXLHYHQLPHQWSULPXOHOHPHQW
al modelului este M (cel care percepe);
‡SHUFHSĠLDLPSOLFăROHJăWXUăvQWUHHYHQLPHQW(úLUHFRQVWLWXLUHDOXLVHQ]RULDOăFUHDWLYă
úLFRJQLWLYăGHFăWUH0(SRDWHILXQHYHQLPHQWQDWXUDOVDXXQHYHQLPHQWPHGLDWL]DW care
va fi un mesaj de tipul S/E;
‡SHUFHSĠLDOXL(HVWHRUHDFĠLHDOXL0UHDFĠLHFDUHVHPDQLIHVWăSULQGLIHULWHPLMORDFH
‡5HDFĠLDúLUHFHSWDUHDVHSURGXFvQWU-RVLWXDĠLHGDWăFDUHOHSRDWHLQIOXHQĠDúLPRGLILFD
6LWXDĠLDDUHGLPHQVLXQLSVLKRORJLFHIL]LFHúLVRFLDOHÌQWUH(HYHQLPHQWúL( 1 SHUFHSĠLH
mesaj) intervin:
$FĠLXQHDGHVHOHFĠLH
Accesibilitatea evenimentului (posibilitatea de a fi perceput);
Contextul ”n care se produce.

31
$[DYHUWLFDOăFXSULQGHHOHPHQWHFDUHFDUDFWHUL]HD]ăSURGXFĠLDPHVDMHORUSURGXVXO
FRPXQLFăULLúLFRQWUROXOUHODĠLHLGLQWUH0DJHQWúL6(PHVDM(VWHD[DÄPLMORDFHORU
FRPXQLFăULLDPLMORDFHORUXWLOL]DWHSHQWUXFUHDĠLDWUDQVPLWHUHDúLGLVWULEXLUHDPHVDMHORU´
‡aceste mijloace sunt formate din:
DJHQĠLcare permit transmiterea semnalelor (canale, mijloace tehnice, media);
SURFHGHHGHDOHJHUHúLFRPELQDUHDPLMORDFHORUXWLOL]DWH
UHVXUVHDGPLQLVWUDWLYHLQVWLWXĠLRQDOHSHQWUXFRQWUROXOSURGXFĠLHLúLGLVWULEXLULL
mesajelor;
Toate aceste mijloace permiWWUDQVIRUPDUHDXQHLUHDFĠLLSHUFHSĠLLvQWU-un mesaj care
poate fi perceput.
‡PLMORFHOHVHUYHVFVăIDFăGLVSRQLELOHSHQWUXGHVWLQDWDUHOHPHQWHOHFRPSRQHQWHDOH
mesajului;
‡IRUPD6HVWHGDWăGHHQXQĠXOPHVDMXOXLHDHVWHOHJDWăGHPLMORDFHOHXWLOL]DWHúi este
LQGLVROXELOOHJDWăGHFRQĠLQXWXOPHVDMXOXL0HVDMXOWUHEXLHVăSRVHGHRIRUPăúLR
VWUXFWXUăELQHGHILQLWH
‡HQXQĠXOPHVDMXOXLVHSURGXFHvQWU-XQFRQWH[WGDW&RQWH[WXOVHUHIHUăODHOHPHQWHOH
FDUHLQWHUYLQSHQWUXDIDFHFDXQHYHQLPHQWVăILHVHOHctat pentru a fi perceput;
‡RULFHWUDQVPLVLHVWUXFWXUDWăúLQHDOHDWRDUHHVWHXQVHPQDO)RUPDVHPQDOXOXL
PHVDMXOXLFXSULQGHFDOLWăĠLGHUHSUH]HQWDUHGHUHIHULQĠăGHVLPEROL]DUHVDXGH
FRUHVSRQGHQĠă'HFLVHPQDOXOFXSULQGHHOHPHQWHGHIRUPăúLFRQĠLQXW ale mesajului,
DGLFăGHVHPQLILFDĠLHDPHVDMXOXL6úL(VXQWLQGLVROXELOHFHHDFHIDFHFDPHVDMXOVă
DLEăFDOLWăĠLGHIRUPăúLGHFRQĠLQXWVSHFLILFH
‡RULFHSHUFHSĠLHDXQXLHQXQĠSURGXFHHIHFWHFRQVHFLQĠHXQHOHĠLQGHHILFLHQĠă
(atingerea obiectivHORUYL]DWHDRELHFWLYHORULQLĠLDOHDOHFRPXQLFăULLDOWHOHVXQW
FRQVHFLQĠHQHLQWHQĠLRQDWHVDXQHGRULWHDOHFRPXQLFăULL

0RGHOXOLQGLFăvQSULPXOUkQGLPSRUWDQĠDHOHPHQWHORUFDUHLQWHUYLQvQSHUFHSĠLD
HYHQLPHQWHORUSXQFWHOHGHYHGHUHúLH[SHULHQĠHOHWUHFXWHDOHOXL0LQIOXHQĠHD]ăSHUFHSĠLD
- E 1 . $FHVWD HVWH XQ IDSW ÄFUHDW´ SULQ SHUFHSĠLH ILHFDUH SHUVRDQă DYkQG R SHUFHSĠLH
SURSULH'LYHUúL0SRWSHUFHSHGLIHULWDFHODúLHYHQLPHQWÌQDOGRLOHDUvQGPRGHOXODUDWă
FăVLVWHPXOFRPXQLFăULLHVWHGLQDPLFúLGHVFKLV vQVHQVXOFăHIHFWHOHFRQVHFLQĠHOHVXQW
SDUĠLDOSUHYL]LELOHSDUĠLDOLPSUHYL]LELOH(OSRDWHILDSOLFDWvQDQDOL]DGLIHULWHORUVLWXDĠLLGH
FRPXQLFDUH SHQWUX DQDOL]D GH FRQĠLQXW D PHVDMHORU D FRUHVSRQGHQĠHL GLQWUH UHDOLWăĠL úL
PHVDMHOH FRPXQLFăULL GH PDVă D UHFHSWăULL PHVDMHORU GH FăWUH SXEOLFXUL * *HUEQHU
Toward a General Model of Communication, apud ,RDQ 'UăJDQ Paradigme ale
FRPXQLFăULLGHPDVă).

Modelul lui Lasswell

Modelul lui Harold D. Lasswell este un model specific studiului cRPXQLFăULL GH
PDVă $XWRUXO VXVĠLQH Fă SHQWUX D vQĠHOHJH SURFHVXO FRPXQLFăULL GH PDVă QRL DYHP
QHYRLHVăVWXGLHPQLYHOHOHFHFRUHVSXQGXUPăWRDUHORUvQWUHEăUL

‡Cine?
‡Ce spune?

32
‡Prin ce canal?
‡Cui?
‡Cu ce efect?

$FHDVWăIRUPXOăDIRVWIRORVLWăGe Lasswell ”n 1948 pentru a ”nzestra cu un cadru

FRQFHSWXDO VRFLRORJLD IXQFĠLRQDOLVWă D PDVV-PHGLD 7UDGXVă vQ WHUPHQL GH VHFWRDUH GH
FHUFHWDUHHDGXFHODXUPăWRUXO UH]XOWDWDQDOL]D FRQWUROXOXLDQDOL]D FRQĠLQXWXOXL DQDOL]D
mijloacelor de comunicare sau D VXSRUWXULORU DQDOL]D DXGLHQĠHL úL DQDOL]D HIHFWHORU
(Armand, Michelle Mattelart, ,VWRULDWHRULLORUFRPXQLFăULL).
Pentru Fiske (op. cit DFHVW PRGHO UHSUH]LQWă YHUVLXQHD YHUEDOă D PRGHOXOXL
Shannon & :HDYHU HVWH XQ PRGHO OLQLDU FDUH SULYHúWH FRPXQLFDrea ca o transmitere de
PHVDMHúLHVWHPDLLQWHUHVDWGHHIHFWHOHFRPXQLFăULLGHFkWGHVHPQLILFDĠLL3ULQÄHIHFW´VH
vQĠHOHJHFăRVFKLPEDUHREVHUYDELOăúLPăVXUDELOăDVWăULLUHFHSWRUXOXLHVWHFDX]DWăGHXQ
element identificabil ”n proces. Modific‰nd unul din elementele procesului, vom modifica
úL HIHFWXO 'XSă /DVVZHOO SURFHVXO GH FRPXQLFDUH vQGHSOLQHúWH WUHL IXQFĠLL SULQFLSDOH vQ
VRFLHWDWHÄsupravegherea mediuluiGH]YăOXLQGWRWFHHHDFHDUSXWHDDPHQLQĠDVDXDIHFWD
VLVWHPXOGHYDORULDOXQHLFRPXQLWăĠLVDXDOSăUĠLORUFDUHRFRPSXQSXQHUHDvQUHODĠLHD
FRPSRQHQWHORU VRFLHWăĠLL SHQWUX D SURGXFH XQ UăVSXQV IDĠă GH PHGLX transmiterea
PRúWHQLULL VRFLDOH´ Lasswell, Ä7KH 6WUXFWXUH DQG )XQFWLRQ RI &RPPXQLFDWLRQ LQ
6RFLHW\´, apud Mattelart, op. cit). LazarVIHOGúL0HUWRQ DGDXJăOD DFHVWH WUHLIXQFĠLLRD
patra, cea de entertainment VDXGLVWUDFĠLH

ÌQ WUDGLĠLD IXQFĠLRQDOLVWă D FHUFHWăULL FRPXQLFăULL GH PDVă VH vQVFULH úL studiul lui
Lazarsfeld GHVSUH DOHJHULOH SUH]LGHQĠLDOH GLQ  $FHVW studiu panel, destinat a stabili
FRQWULEXĠLDXQRUVXUVHGLIHULWHOD PRGLILFDUHDRSĠLXQLLSROLWLFHvQWLPSDDMXQVODFRQFOX]LD
FăGLVFXĠLD avea un rol mai important ”n acest sens dec‰t mass-media. Un studiu ulterior,
FDUHDWHVWDWHILFLHQĠDLQIOXHQĠHLSHUVRQDOHDFRQILUmat DFHVWăLGHHúLDSURSXVLSRWH]DXQHL
ÄFRPXQLFăULvQGRXăWUHSWH´ Conform rezultatelor acestui studiu, s-au putut decela c‰teva
grupuri PDULGHFDX]HFHDFĠLRQHD]ăvPSUHXQăFDUHSRWH[SOLFDIDSWXOFă indivizii sunt mai
SUHGLVSXúL Vă ĠLQă VHDPD GH LQIRUPDĠLLOH úL VIDWXULOH venite din partea celor pe care ”i
cunosc personal, respectiv:
‡au mai mare ”ncredere ”n ei;
‡XQFRQWDFWSHUVRQDOSRDWHH[HUFLWDRSUHVLXQHLQIRUPDOăvQVHQVXO FRQIRUPăULL
‡VHRIHUăSRVLELOLWDWHDGLVFXWăULLúLDUJXPHQWăULLSHUVXDViunea fiind rezultatul schimbului
reciproc de opinii;
‡RVXJHVWLHYHQLWăGLQSDUWHDXQHLFXQRúWLQĠHGLQSURSULXOFHUFGH FRQWDFWHVRFLDOHSRDUWă
vQVLQHJDUDQĠLDFRQIRUPăULLODQRUPHOHGH grup.
3HQWUX D FRPXQLFD FX VXFFHV WUHEXLH GHFL Vă VH DFRUGH R PDi mare DWHQĠLH
JUXSXULORU úL SURFHVXOXL GH FRPXQLFDUH QRQIRUPDO GH GLIX]LXQH D LQIRUPDĠLLORU vQ
LQWHULRUXOILHFăUXLJUXSVDXFDWHJRULHGH SXEOLFYL]DWă

33
 Modelul lui Newcomb

6HPQLILFDĠLDSULQFLSDOăDDFHVWXLPRGHOFRQVWăvQIDSWXOFăHVWHSULPXOmodel care
LQWURGXFH SUREOHPDWLFD UROXOXL FRPXQLFăULL vQWU-o societate sau ”ntr-R UHODĠLH VRFLDOă
3HQWUX1HZFRPEDFHVWUROHVWHVLPSOXDFHODGHDPHQĠLQHHFKLOLEUXOvQFDGUXOXQXLVLVWHP
VRFLDO 0RGXO vQ FDUH IXQFĠLRQHD]ă DFHVW PRGHO HVWH XUPăWRUXO ILJXra 4): A/B este
FRPXQLFDWRUUHFHSWRU HL SRW IL LQGLYL]L VDX FRQGXFHUHD XQHL vQWUHSULQGHULUHSUH]HQWDQĠLL
VLQGLFDWHORU VDX JXYHUQJXYHUQDĠL HWF ; HVWH R SDUWH GLQ PHGLXO VRFLDO $%; HVWH XQ
VLVWHPFHHDFHvQVHDPQăFăUHODĠLLOHLQWHUQHVXQWLQWHUGHSHQGHQte.

Componentele minimale ale sistemului ABX sunt:

‡RULHQWDUHDOXL$FăWUH;LQFOX]kQGvQDFHODúLWLPSDWLWXGLQHDIDĠăGH;FDRELHFW
DERUGDELOVDXGHHYLWDWFDUDFWHUL]DWSULQVHPQúLLQWHQVLWDWHSUHFXPúLDWULEXWHOH
FRJQLWLYHFUHGLQĠHúLVWUXFWXULFRJQLWLYH
‡RULHQWDUHDOXL$VSUH%vQH[DFWDFHODúLVHQVSHQWUXDHYLWDFRQIX]LDQHYRPUHIHULOD
DWUDFĠLHSR]LWLYăVDXQHJDWLYăIDĠăGH$VDX%FDSHUVRDQăúLODDWLWXGLQLIDYRUDELOHVDX
QHIDYRUDELOHFăWUH;
‡RULHQWDUHDOXL%FăWUH;
‡RULHQWDUHDOXL%FăWUH$
$FHVW PRGHO SUHVXSXQH GHúL QX GHFODUă H[SOLFLW Fă RDPHQLL DX QHYRLH GH
LQIRUPDĠLH ÌQWU-R GHPRFUDĠLH LQIRUPDĠLD HVWH GH RELFHL SULYLWă FD XQ GUHSW GDU QX VH
FRQúWLHQWL]HD]ăFă LQIRUPDĠLDHVWHvQSULPXOUkQGRQHFHVLWDWH)ăUăHDQXQHSXWHPVLPĠL
FD R SDUWH D VRFLHWăĠLL 7UHEXLH Vă DYHP LQIRUPDĠLH SRWULYLWă GHVSUH PHGLXO QRVWUX VRFLDO
SHQWUXDúWLFXPVăUHDFĠLRQăP ODHOúLSHQWUXDLGHQWLILFDvQUHDFĠLDQRDVWUăIDFWRULSHFDUH

34
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parte. Denis McQuail (ComunicareaVXVĠLQHFăPRGHOXOOXL1HZFRPEHVWHXQPRGHODO
ÄWHQVLXQLL FăWUH VLPHWULH´ GH DFHODúL WLS FX PRGHOHOH LQVSLUDWH GH SVLKRORJLD JHVWDOWLVWă
Dinamica DFWHORUGHFRPXQLFDUHFRQVWăvQWHQVLXQHDSURGXVăGHGH]DFRUG

0RGHOXO:HVWOH\úL0DF/HDQ

$FHVW PRGHO ILJXUD HVWHLQVSLUDW GHPRGHOXO OXL1HZFRPEúLGHVFULHSURFHVXO

FRPXQLFăULL LQWHUSHUVRQDOH 3H VFXUW PRGHOXO DUDWă Fă LQIRUPDĠLD ILH HVWH GDWă GH XQ
individ A altui individ B, fie HVWH FăXWDWă GH % OD R VXUVă $ GLVSXQkQG GH FRPSHWHQĠH
specifice ”n raport cu nevoile lui B.

X 1 , X 2 , X 3 , X 4 «; ’  UHSUH]LQWă ÄRELHFWHOH GH RULHQWDUH´ DGLFă PXOWLWXGLQHD GH

HYHQLPHQWHúLRELHFWHFDUHFRPSXQPHGLXOOXL$úL%úLFDUHSRWHYHntual forma obiect de
comunicare ”ntre ei;
‡$úL%UHSUH]LQWăLQGLYL]L
‡;¶UHSUH]LQWăPHVDMXO
‡I%$UHSUH]LQWăIHHG-EDFNXODGLFăXQPHVDMWUDQVPLVGH%VSUH$DVXSUDVLWXDĠLHLOXL
%WUDQVIRUPDWăFDHIHFWHDO;¶
‡IUHSUH]LQWăIHHG-backul.
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$WUDQVPLWHRLQIRUPDĠLHFăWUHSHUVRDQD%DVXSUDHYHQLPHQWXOXL;$HVWHFRPXQLFDWRUXO
LDU % HVWH vQ VLWXDĠLD UHFHSWRUXOXL GH LQIRUPDĠLH ILH Fă R FHUH ILH SXU úL VLPSOX Fă R
primHúWH &RPXQLFDUHD vQFHSH GH IDSW SULQ VHOHFĠLRQDUHD GH FăWUH $ D ÄRELHFWHORU GH

35
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%$FHVWDGLQXUPăSRDWHDYHDúLHORSHUFHSĠLHGLUHFWăDOXL;; 1 , B) sau suporWăHIHFWXO
OXL;¶UăVSXQ]kQGOXL$SULQUHWURDFĠLXQHDI%$0RGHOXO:HVWOH\ 0DF/HDQVXEOLQLD]ă
QHYRLD VRFLDOă GH LQIRUPDĠLH SH FDUH D SXV-R vQ HYLGHQĠă PRGHOXO OXL 1HZFRPE (L YRU
DGDSWDDFHVWPRGHOúLSHQWUXVWXGLXOPDVV-media.

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7HUPHQLL FX FDUH RSHUHD]ă VHPLRWLFD VHPQ VHPQLILFDĠLH LFRQ GHQRWDĠLH

FRQRWDĠLH VXQW WHUPHQL FDUH VH UHIHUă OD GLYHUVH PRGDOLWăĠL GH SURGXFHUHD D VHQVXOXL D
vQĠHOHVXOXL 0RGHOHOH SURSXVH GH úFRDOD VHPLRWLFă GLIHUă GH FHOH SURSXVH GH úFRDOD
proces QX QXPDL SULQ IDSWXO Fă QX VXQW OLQHDUH FL úL SULQ IDSWXO Fă QX FRQĠLQ LQGLFDĠLL
GHVSUH HWDSHOH WUDQVPLWHULL PHVDMXOXL $FHVWH PRGHOH VXQW GH WLS VWUXFWXUDO úL LQGLFă
UHODĠLLOHFDUHVHVWDELOHVFvQWUHHOHPHQWHOHSULQFDUHVHFUHHD]ăVHQVXO

ÌQ FHQWUXO DFHVWHL úWLLQĠH VWă FRQFHSWXO GH VHPQ 6HPLRWLFD DUH WUHL GRPHQLL
principale de studiu:

 VHPQXO vQVXúL DFHVWD FRQVWă vQ VWXGLXO GLIHULWHORU YDULHWăĠL GH VHPQH vQ VWXGLXO
GLIHULWHORUPRGXULvQFDUHDFHVWHDWUDQVPLWvQĠHOHVXOSUHFXPúLvQVWXGLXOPodului ”n care
VHPQXO UHODĠLRQHD]ă FX RDPHQLL FDUH vO IRORVHVF 6HPQHOH VXQW GHILQLWH FD ILLQG QLúWH
FRQVWUXFWHXPDQHúLSRWILvQĠHOHVHQXPDLvQXWLOL]ăULOHSHFDUHRDPHQLLOHDWULEXLH
2. codurile (sistemele ”n care semnele sunt utilizate); acest studiu cuprinde modurile ”n
care o varietate de coduri s-DGH]YROWDWSHQWUXDVDWLVIDFHQHYRLOHXQHLVRFLHWăĠLVDXFXOWXUL
sau pentru a exploata canalele de comunicare disponibile pentru transmiterea lor.
FXOWXUDvQFDUHDFHVWHFRGXULúLVHPQHRSHUHD]ă/DUkQGXOHLDFHDVWDHVWHGHSHQGHQWă
SHQWUXSURSULDHLH[LVWHQĠăúLIRUPăGHIRORVLUHDDFHVWRUFRGXULúLVHPQH

3HQWUX D vQĠHOHJH vQ PRG FkW PDL DGHFYDW RULJLQDOLWDWHD PRGHOHORU VHPLRWLFH vQ
special OLQJYLVWLFH ,RDQ 'UăJDQ 7HRULL DOH FRPXQLFăULL GH PDVă) este important de
UHĠLQXWFHHDFHXQLL autori numesc dubla situare sau dimensiune a mesajului:
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GHFăWUHHPLĠăWRUHOFLUFXOăSULQWU-XQFDQDOúLDMXQJHODUHFHSWRUHVWHVăVSXQHPR

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ÄLQIRUPDĠLH´FDUHFLUFXOăvQWUHFHLGRLSROLDLFLUFXLWXOXLFRPXQLFDĠLRQDO
‡VXEDOWDVSHFWPHVDMXOSRDWHILWRWRGDWăGHVFULVFDHOHPHQWDOXQXLSURFHVGH
UHSUH]HQWDUHFDLQWHUPHGLDUvQWUHRUHDOLWDWHúLLPDJLQHDDFHVWHLUHDOLWăĠi (realitatea la care
PHVDMXOVHUHIHUăVDXODFDUHWULPLWH0RGHOHOHVHPLRWLFHLDXvQFRQVLGHUDUHGXEODVLWXDUH
LQIRUPDĠLRQDOăúLVLPEROLFăDPHVDMXOXLDFHVWHDVHVLWXHD]ăúLVHFULVWDOL]HD]ăOD
LQWHUVHFĠLDFHORUGRXăSURFHVH±GHFRPXQLFDUHúLGHUHSrezentare (figura 6)

Modelul lui Peirce

3HQWUX3HLUFHRULFHSURFHVVHPLRWLFHVWHRUHODĠLHvQWUHWUHLFRPSRQHQWHVHPQXO
vQVXúLRELHFWXOUHSUH]HQWDWúLLQWHUSUHWDQWXOILJXUD

37
 'HILQLĠLD VHPQXOXL LPSOLFă GHFL XQ PRGHO WULDGic: ''Un semn, sau un
UHSUH]HQWDPHQ HVWH FHYD FDUH ĠLQH ORFXO D FHYD vQ DQXPLWH SULYLQĠH VDX vQ YLUWXWHD
DQXPLWRU vQVLúLUL (O VH DGUHVHD]ă FXLYD FUHkQG vQ PLQWHD DFHVWXLD XQ VHPQ HFKLYDOHQW
sau poate un semn mai dezvoltat. Semnul acesta pe care ”l creeză vO QXPHVF
LQWHUSUHWDQWXOSULPXOXLVHPQ6HPQXO ĠLQHORFXO DFHYDDQXPHDORELHFWXOXLVăX(OĠLQH
ORFXO DFHVWXL RELHFW QX vQ WRDWH SULYLQĠHOH FL FX UHIHULUH OD XQ IHO GH LGHH SH FDUH DP
numit-o uneori fundamentul representamenului'' (Peirce, ComunicareúLDFĠLXQH,
apud Umberto Eco, Lector in fabula).
Un semn VHUHIHUăODDOWFHYDGHFkWODHOvQVXúLobiectuOúLHVWHvQĠHOHVGHFLQHYD
acesta este efectul pe care ”l produce ”n mintea receptorului (interpretantul).
Interpretantul nu este interpretul semnXOXL FL HVWH XQ FRQFHSW PHQWDO SURGXV GHRSRWULYă
GH VHPQ úL GH H[SHULHQĠD RELHFWXOXL SHQWUX FHO FH XWLOL]HD]ă VHPQXO ,QWHUSUHWDQWXO XQXL
RELHFW QX HVWH R VHPQLILFDĠLH GHILQLWă GH GLFĠLRQDU FL YDULD]ă vQ IXQFĠLH GH H[SHULHQĠD SH
care utilizatorul semnului a avut-o vis-D YLV GH DFHO RELHFW 2 VHPQLILFDĠLH QX HVWH
QLFLRGDWă R UHODĠLH vQWUH XQ VHPQ úL FHHD FH UHSUH]LQWă VHPQXO RELHFWXO 6HPQLILFDĠLD
UH]XOWă GLQ UHODODĠLD WULDGLFă vQ FDUH LQWHUSUHWDQWXO DUH XQ URO PHGLDWRU GH LQIRUPDUH GH
interpretare sau FKLDU GH WUDGXFHUH D XQXL VHPQ SULQ DOW VHPQ ,QWHUSUHWDQWXO HVWH R DOWă
UHSUH]HQWDUH FDUH VH UHIHUă OD XQ DFHODúL RELHFW SH ED]D XQXL DOW IXQGDPHQW JURXQG-ul
UHSUH]HQWăULL DFHVWD HVWH SXQFWXO GH SOHFDUH DO VHPLR]HL QHOLPLWDWH UHODĠLD VHPQ-obiect
nu HVWHSRVLELOăGHFkWSULQUDSRUWDUHODXQDOWLQWHUSUHWDQWFDUHVHH[SOLFăSHVLQHSULQWU-un
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LQWHUSUHWDQWXOSRDWHILLGHQWLILFDWFXvQWUHJDVHULHGHGHQRWDĠLLúLFRQRWDĠLLVXFFHVLYHDOH
unei expresii.
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Un semn iconic HVWHXQVHPQED]DWSHRDQXPLWăDVHPăQDUHFXRELHFWXOUHDOVDXILFWLYGH
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exemplu, un indicator de drum, simptomele unei boli etc.; simbolul este un semn
determinat numai ”n cadrul unei interpretăULGDUQXDUHOHJăWXUăIL]LFăVDXGHDVHPăQDUH
cu obiectul: de exemplu, un steag.

38
 0RGHOXOOXL2JGHQúL5LFKDUGV

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JkQGLPFXDMXWRUXOFXYLQWHORUúLFRPXQLFăPFXDOĠLLSULQLQWHUPHGLXOORU

39
 Modelul lui Saussure

6DXVVXUHHVWHFRQVLGHUDWvQWHPHLHWRUXOOLQJYLVWLFLLPRGHUQHúLDOVHPLRORJLHLILLQG
cel FDUH D FRQVWUXLW SULPXO SURLHFW DO XQHL ÄWHRULL JHQHUDOH D VLVWHPHORU GH VHPQLILFDUH´
LQLĠLLQG VWXGLHUHD ÄYLHĠLL VHPQHORU vQ VkQXO YLHĠLL VRFLDOH (O VH FRQFHQWUHD]ă FD OLQJYLVW
asupra semnului vQVXúL 6HPQXO SHQWUX 6DXVVXUH HVWH XQLWDWHD vQWUH VHPQLILFDW úL
semnificant. Semnificantul este LPDJLQHDDFXVWLFăIRUPDIL]LFăDVHPQXOXLSHFDUHQRLR
percepem, iar semnificantul este conceptul mental la care se referăDFHVWD$FHVWFRQFHSW
PHQWDO HVWH vQ PDUH PăVXUă FRPXQ WXWXURU PHPEULORU XQHL FXOWXUL FDUH vPSăUWăúHVF
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UHODĠLDVHPQXOXLFDvQWUHJ FXUHDOLWDWHDH[WHUQăRELHFWXOOD3HLUFHILJXUD

0RGHOXO DUDWă Fă UHODĠLD GLQWUH FRQFHSW úL RELHFWXO UHDO SH FDUH vO UHSUH]LQWă HVWH
RSHUDĠLDGHVHPQLILFDUHSULQLQWHUPHGLXODFHVWHLRSHUDĠLLRPXODFRUGăvQĠHOHVXULUHDOLWăĠLL
R vQĠHOHJH (VWH LPSRUWDQW Vă UHDPLQWLP Fă VHPQLILFDWXO HVWH vQ DFHHDúL PăVXUă FD úL
VHPQLILFDQWXOSURGXFĠLDXQHLFXOWXULSDUWLFXODUH(VWHHYLGHQWFăVHPQLILFDQĠLLFXYLQWHOH
VXQWGLIHULWHvQIXQFĠLHGHOLPEă$FHODúLOXFUXVHvQWkPSOăúLFXVHPQLILFDĠLLOHFXYLQWHORU
HOH GLIHUă PDL PXOW VDX PDL SXĠLQ GH OD FXOWXUă OD FXOWXUă ILHFDUH DYkQG SURSULD
H[SHULHQĠăDRELHFWHORUYH]LLSRWH]D6KDSLU-Worf).

DE REğ,187

Conform lui Fiske (Introduction to Communication StudiesSXWHPFRQVLGHUDFă

H[LVWăGRXăSDUDGLJPHFODVLFHvQVWXGLXOFRPXQLFăULLúFRDODSURFHVúLúFRDODVHPLRWLFă

40
 3ULQFHVHFDUDFWHUL]H]ăúFRDODSURFHVúLFDUHVXQWSULQFLSDOHOHPRGHOHDOH
FRPXQLFăULLFDUHRUHSUH]LQWă"
Caracteristicile úFROLLSURFHV:
vede comunicarea ca transmitere a mesajelor;
HVWHLQWHUHVDWăvQVSHFLDOGHSUREOHPHFDHILFLHQĠDúLDFXUDWHĠHDWUDQVPLWHULLPHVDMXOXL
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interpreteze acest lucru GUHSWXQHúHFDOFRPXQLFăULLúLVăVHFDXWHPRWLYXOHúHFXOXL
de-DOXQJXOGHVIăúXUăULLSURFHVXOXLGHFRPXQLFDUH
VHDXWRGHILQHúWHFDVWXGLXOactelor de comunicare;
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DOWHOHVDXDIHFWHD]ăFRPSRUWDPHQWXOVWDUHDGHVSLULWVDXUHDFĠLLOHHPRĠLRQDOHDOHXQHL
DOWHSHUVRDQHúLLQYHUV
vede ”n mesaj ceea ce este transmis prin procesul de comunicare.
LQWHQĠLDHPLĠăWRUXOXLSRDWHILGHFODUDWăVDXQHGHFODUDWăGDUHDHVWHHVHQĠLDOăSHQWUXD
putea analiza mesajul.

Modele reprezentative:
Modelul Shannon & Weaver;
Modelul lui Gerbner;
Modelul lui Lasswell;
Modelul lui Newcomb;
Modelul Westley ± MacLean.

3ULQFHVHFDUDFWHUL]H]ăúFRDODVHPLRWLFăúLFDUHVXQWSUincipalele modele ale

FRPXQLFăULLFDUHRUHSUH]LQWă"
Caracteristicile úFROLLVHPLRWLFH
GHIăúXUDUHDFRPXQLFăULLUHSUH]LQWăRSURGXFHUHúLXQVFKLPEGHVHQVXULVHPQLILFDĠLL
RELHFWXOGHLQWHUHVvOUHSUH]LQWăVWXGLHUHDPRGXOXLvQFDUHPHVDMHOHWH[WHle)
LQWHUDFĠLRQHD]ăFXRDPHQLLSHQWUXDSURGXFHvQĠHOHVXULVDXVHPQLILFDĠLLúLUROXO
WH[WHORUvQFXOWXUDQRDVWUă
QXFRQVLGHUăQHvQĠHOHJHULOHFDILLQGQHDSăUDWHIHFWHDOHHúHFXOXLGHFRPXQLFDUHFL
FRQVLGHUăFăHOHSRWUH]XOWDGLQGLIHUHQĠHOHFXOWXUDOHGLPWUHHPLĠăWRUúLUHFHSWRU
VHDXWRGHILQHúWHvQWHUPHQLGHproducere DLFRPXQLFăULL
GHILQHúWHLQWHUDFĠLXQHDVRFLDOăFDILLQGFHHDFHFRQVWLWXLHLQGLYLGXOFDPHPEUXDOXQHL
FXOWXULVSHFLILFHVDXDOXQHLVRFLHWăĠL
YHGHPHVDMXOFDRFRQVWUXFĠLHDVHPQHORUFDUHSULQLQWHUDFĠLXQHDFXUHFHSWRULL
SURGXFHvQĠHOHVXUL
Modele reprezentative:
Modelul lui Peirce;
0RGHOXO2JGHQúL5LFKDUGV
Modelul Saussure.

41
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&D UHDFĠLH OD PRGHOHOH LQVSLUDWH Ge paradigmele structural-

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modelele clasice ÄLQIRUPDĠLRQDOH´ SURFHVXDOH úL ÄOLQJYLVWLFH´ VHPLRWLFH
ale comunicăULL Potrivit acestor modele, comunicarea nu se reduce la
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VDX SULQ LQGLFDĠLL DOH LQWHQĠLLORU comunicative. Comunicarea trebuie
vQĠHOHDVăFDRFRPSUHKHQVLXQHUHFLSURFăFD intercomprehensiune (acces la
VXELHFWLYLWDWHD DOWXLD OD LQWHQĠLLOH úL PRWLYHOH VDOH Aceste demersuri
FRQVDFUă DOWH XQLWăĠL GH DQDOL]ă ± persoana, grupurile, raporturile
intersubiective ±vQH[SHULHQĠDYLHĠLLFRWLGLHQH

1. FUNDAMENTE TEORETICE ALE NOILOR

MODELE&2081,&$ğ,21$/(
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simbolic, etnometodologiHLIHQRPHQROJLHLVRFLDOHQXPDLWUDWHD]ăRELHFWLYLWDWHDOXPLLúL
subiectivitatea DFWRULORU FD GDWH SUHGHILQLWH $FHVWHD VXQW UDSRUWDWH OD R Äactivitate
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SHUVSHFWLYăFRPXQLFDUHDUHSUH]LQWă Ämodelarea unei lumi comune prin intermediul unei
DFĠLXQL FRQMXJDWH´ $FHDVWă SHUVSHFWLYă FRPXQă QX vQVHDPQă R VLPSOă FRQYHUJHQĠă D
unor puncte de vedere perVRQDOHFLIDSWXOFă SDUWHQHULLFRQVWUXLHVFvPSUHXQăORFXOFRPXQ
(norme, reguli) pornind de la care se vor raporta XQLLODDOĠLLVHYRUUDSRUWDODOXPHúLvúL
YRURUJDQL]DDFĠLXQLOHvPSUHXQă,RDQ'UăJDQ 3DUDGLJPHDOHFRPXQLFăULLGHPDVă)
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apoi profesor la Universitatea California, Los Angeles, el pune bazHOHDFHVWHLDERUGăULvQ
1967 cu lucrarea Studies in Ethnomethdology. Etnometodologia are ca obiectiv studierea

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”n VHQV VWULFW UHSUH]LQWă R LQVWLWXĠLH XQLYHUVDOă úL VSHFLILFă XPDQLWăĠLL FDUH FRPSRUWă
caracteristici proprii.
/LPEă(sens comun) ±SURGXVVRFLDOSDUWLFXODUDOIDFXOWăĠLLOLPEDMXOXLDQVDPEOXGH
FRQYHQĠLLQHFHVDUH FRPXQLFăULLVFKLPEXOXLGHLQIRUPDĠLL DGRSWDWHvQ PRGPDL PXOW VDX
mai SXĠLQFRQYHQĠLRQDOGHFăWUHYRUELWRULLXQHLVRFLHWăĠLSHQWUXH[HUFLWDUHDDFHVWHLIXQFĠLL
prin vorbire.
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DFWLYLWDWHDGHFRGDUHLDUDVFXOWDUHDHVWHDFWLYLWDWHDGHGHFRGDUHDFRPXQLFăULL
Sistem de semne ±XQLWăĠLFRQYHQĠLRQDOHDEVWUDFWHFDUHSULQFRPELQDUHSRWIRUPDXQLWăĠL
VHPDQWLFH FXYLQWH FX VHPQLILFDĠLH H[SUHVLL FX VHQV VHQVXO LQWULQVHF DO ORU QX HVWH DOWXO
dec‰t UHIHUHQĠLDOLWDWHD ORU DGLFă OLWHUD ÄD´ VSUH H[HPSOX QX WULPLWH OD Dltceva dec‰t la
OLWHUDÄD´
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YRUELWRUDOXQHLOLPELvQFHHDFHSULYHúWHFDSDFLWDWHDGHDFRQVWUXLúLGHDUHFXQRDúWHIUD]H
corecte din punct de vedere gramatical, de D OH LQWHUSUHWD SH FHOH FX VHQV úL GH D OH
identifica pe cele ambigue dintr-RDQXPLWăOLPEă
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73
lingvistice pe care le poate demonstra, ci de capacitatea de a pune "”n joc" zestrea
DFXPXODWă GH WHUPHQL VHPQLILFDQĠL úL FRPSOH[XO GH UHJXOL SHQWUX D REĠLQH VHQVXUL QRL
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VXELHFWXOXL úL R DQXPLWă SUDFWLFă vQ DERUGDUHD úL JHVWLRQDUHD UHODĠLLORU LQWHUumane, care
SRWIXQFĠLRQDLQGHSHQGHQWGHFRPSHWHQĠDOLQJYLVWLFă

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‡3HUVSHFWLYDVLQWDFWLFă±FRQVWăvQGHWHrminarea regulilor care permit, prin
combinarea simbolurilor elementare, construirea de fraze sau fomule lingvistice
corecte.
‡3HUVSHFWLYDVHPDQWLFă±vúLSURSXQHVăIXUQL]H]HPLMORFXOGHLQWHUSUHWDUHD
IRUPHORUOLQJYLVWLFHúLVăOHSXQăvQFRUHVSRQGHQĠăcu altceva, altceva care poate fi
realitatea sau formele altei limbi sau ale altui limbaj (non-verbal).
‡3HUVSHFWLYDSUDJPDWLFă±vúLSURSXQHVăDQDOL]H]HIRUPHOHOLPELLDúDFXPOHXWLOL]HD]ă
YRUELWRULLFDUHLQWHQĠLRQHD]ăVăDFĠLRQH]HXQLLDVXSUDDOWRUDSrin intermediul limbii.

Care sunt principale concepte pe care le introduce Austin ”n analiza limbajului?

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PRGLILFDUHvQUHODĠLDHPLĠăWRU-receptor.
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vedere, FRQVWDWkQGFăRULFHDFWGHYRUELUHILHHOFRQVWDWLYVDXSHUIRUPDWLYSRDWHLQGXFHR
atitudine ”n receSWRU $VWIHO DGkQFLQG DQDOL]D HO FRQVWDWă Fă RULFH WLS GH DFW DO YRUELULL
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Aceste trei aspecte sunt:
/RFXĠLD ± FRQVWă vQ DUWLFXODUHD úL FRPELQDUHD GH VXQHWH vQ HYRFDUHD úL FRPEinarea
VLQWDFWLFăD QRĠLXQLORUúLVHQVXULORUvQDFWXOGHYRUELUHSURSULX-zis;
,ORFXĠLD± HQXQĠXOH[SULPDWvQIUD]ăUHSUH]LQWăHOvQVXúLXQDFWRDQXPHWUDQVIRUPDUHD
raporturilor dintre interlocutori. Printr-XQDFWLORFXWRULXDOHQXQĠăULLDQJDMH]RDFĠLXQH
VSHFLILFă
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dec‰t ”n urma unei eventuale cerereri de confirmare sau de explicitare din partea
interlocutorului. $FWXO SHUORFXĠLRQDU HVWH LQVHUDW vQ LQWHUVWLĠLLOH XQHL VLWXDĠLL GH IDSW (O
SRDWHH[SULPDúLUHFXUVXO ODXQDOWWLSGHFRGFRPXQLFDĠLRQDOVDXGHVLWXDĠLHFXQRVFXWGH
FăWUHXQLLGLQWUHYRUELWRUL

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1) rolul ei este adesea minimalizat;
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corpului, etc.).
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1. KINETICA
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1. KINETICA

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comportamentale emise ”n mod natural sau cultural;
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LQWHUDFĠLXQHD YHUEDOă Cartea lui Ray Birdwhisteell,
Introduction to kinetics UHSUH]LQWă primul mare
studiu sistematic al faptelor gestuale. Fonemelor,
XQLWăĠL GLVWLQFWLYH DOH fonologiei le corespund
kinemele, cele mai PLFL XQLWăĠLGHDFĠLXQHDOH JHVWXOXL VDXPLPLFLLGHH[HPSOXÄRFKLXO
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vQWLQGHUH GDU úL ULWPXUL FRQVWDQWH IOX[ FRQVWDQW $FHDVWă GLPHQVLXQH PDL ODUJă VH
LQWHJUHD]ă vQWU-un context psihologic, sociaO úL FXOWXUDO Ä$FFHQWHOH JHVWXDOH H[SULPă
SDUWLFXODULWăĠLvQIXQFĠLHGHUHJLXQHGHPHGLXFDúLFHOHDOHOLPELL´ .LQHWLFDVHED]HD]ă
”n mare parte pe opera lui Ray Birdwhistell, care a SUHGDW vQ XQLYHUVLWăĠLOH GLQ
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DFHHD FHUFHWăWRUXOVHDIOăvQFRQWDFWVWUkQV FXOLQJYLúWLLDOHFăURULQVWUXPHQWHOHSUHLDúL
DGDSWHD]ă $QDOL]D VD DVXSUD FRPXQLFăULL QRQ-YHUEDOH VH VSULMLQă SH R FRQFHSĠLH D
ÄVWUDWLILFăULLVRFLDOH´FXWUHLFODVHORZHUPLGGOHKLJKHUILHFDUH GLYL]DWăvQGRXăXSSHU
ORZHU $SDUWHQHQĠD OD XQXO GLQ DFHVWH VWUDWXUL HVWH GHWHUPLQDWă SULQWU-R FRPELQDĠLH GH
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VDORQ %LUGZKLVWHOO vL vQYDĠă SH VWXGHQĠLL VăL Vă REVHUYH indiciile corporale care permit
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DSDUWHQHQĠHL VRFLDOH UHSHUDMXO vQ WHUHQ DO LQGLFLORU GH VWDWXW VH VSULMLQă SH R VHVL]DUH

76
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VSXQHFăHVWHXQOLPEDM±úLV-a retras FăWUHRDERUGDUHPHWRGRORJLFă

2 DOWă SUREOHPă vQGHOXQJ

GH]EăWXWă HVWH FHD a
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iau ca punct de pornire
raporturile gestului cu
cuv‰ntul ÌQFă GLQ 1949,
H.Wespi (apud Mihai Dinu,
Comunicarea vPSăUĠHD
gesturile ”n substitutive,
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FHD GDWRUDWă FHUFHWăWRULORU DPHULFDQL 3DXO (NPDQ úL :DOODFH )ULHVHQ SRWULYLW FăUHLD
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‡Emblemele VXQWPLúFăULVXEVWLWXWLYHFHĠLQORFXOFXYLQWHORUúLSRWODQHYRLHVăVH
constituie ”ntr-XQOLPEDMGHVLQHVWăWăWRU
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ILLQGFKLDUUHDFĠLLJHVWXDOHvQQăVFXWHúLFDDWDUHXQLYHUVDOH
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H[SUHVLYăúLIDWLFăGHRDUHFHUHOHYHD]ăDWLWXGLQHDSDUWLFLSDQĠLORUIDĠăGHLQWUHUDFĠLXQH
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SUH]LQWăSUHFXPSăQLWRUVXEIRUPăGHLQGLFLLúLQXPDLvQVXEVLGLDUFDVHPQDOH
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PLúFăULOHFHUăVSXQGXQRUQHFHVLWăĠLXPDQHúLSRWILHIHFWXDWHDWkWvQSUH]HQĠDFkWúLvQ
DEVHQĠDREVHUYDWRULORU6XEQXPHOHGHalteradaptori sunt cunoscute gesturile de
manipulare a obiectelor ”ntr-un scop practic. Autoadaptorii VHUHIHUăODQHYoile propriului
QRVWUX WUXS úL HL SRW VDWLVIDFH QHFHVLWăĠLOH WUXSHúWL *HVWXULOH GLQ DFHDVWă FDWHJRULH
GREkQGHVFYDORDUHFRPXQLFDWLYăDWXQFLFkQGVXQWHIHFWXDWHvQVFRSGLGDFWLF$OPLQWHUL
SRWWUDQVPLWHLQIRUPDĠLLGHVSUHFHOFDUHOHVăYkUúHúWHQXPDLvQFDOLWDWHGHLQGLFLLQXúLGH
semnale. /LPEDMXO FRUSXOXL FRQWULEXLH OD FRPXQLFDUH SULQ H[SUHVLD IHĠHL PLúFDUHD
corpului JHVWXULIRUPDúLSR]LĠLDFRUSXOXLDVSHFWXOJHQHUDOúLSULQFRPXQLFDUHDWDFWLOă

77
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&RPXQLFDUHD SULQ H[SUHVLD IHĠHL include mimica (”ncruntarea, ridicarea

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PRPHQWXOIRORVLULLúL privirea FRQWDFWXOVDXHYLWDUHDSULYLULLH[SUHVLDSULYLULLGLUHFĠLD
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H[SULPăFXYLQWHOH

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OD SOăFHUH EXFXULH VDWLVIDFĠLH OD SURPLVLXQH FLQLVP MHQă ,QWHUSUHWDUHD VHQVXOXL
z‰mbetului YDULD]ăvQVăGHODFXOWXUăODFXOWXUăVDXFKLDUVXEFXOWXUăILLQGVWUkQVFRUHODWă
cu presupunerile VSHFLILFH FDUH VH IDF vQ OHJDWXUă FX UHODĠLLOH LQWHUXPDQH vQ FDGUXO DFelei
culturi.

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OHJăWXUăFXQHYRLOHQRDVWUHGHDSUREDUHDFFHSWDUHvQFUHGHUHúLSULHWHQLH &KLDUúLDSULYL
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de LQWHUHV UăFHDOă (YLWDUHD SULYLULL vQVHDPQă DVFXQGHUHD VHQWLPHQWHORU OLSVă GH FRQIRUW
sau YLQRYăĠLH 3XSLOHOHGLODWDWHLQGLFăHPRĠLLSXWHUQLFH3XSLOHOHVHOăUJHVFvQJHQHUDOOD
vederea a ceva SOăFXWIDĠăGHFDUHDYHPRDWLWXGLQHGHVLQFHULWDWH3XSLOHOHVHPLFúRUHD]ă
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de patru:
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2. semnalul dat altor persoane FăSRWYRUELvQWU-o comunicare de grup, selectarea
YRUELWRUXOXLXUPăWRUSRDWHILIăFXWăSHFăLOLQJYLVWLFHVDXSULQRULHQWDUHDGHLFWLFăD
privirii.
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78
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7KDLODQGD úL DEVROXW QHXWUX GH LQGLFDUH vQ 68$ 8WLOL]DUHD JHVWLFXODĠiei excesive este
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de popor pasional. 0RGXO vQ FDUH DPHULFDQLL vúL vQFUXFLúHD]ă SLFLRDUHOH UHOD[DW PLúFăUL
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SLFLRDUHORUGHQRWăSOLFWLVHDOăQHUăEGDUHVDXVWUHV

Postura corpului
3RVWXUDSR]LĠLDFRPXQLFăvQSULPXOUkQGVWDWXWXOVRFLDOSHFDUHLQGLYL]LLvODXFUHGFăvO
DX VDX YRU Vă vO DLEă 6XE DFHVW DVSHFW FRQVWLWXLH XQ PRG vQ FDUH RDPHQLL VH UDSRUWHD]ă
XQLLIDĠă GHDOĠLLDWXQFLFkQGVXQWvPSUHXQă8UPăULOHSRVWXULLFRUSXOXLQHGDXLQIRUPDĠLL
úLGHVSUH DWLWXGLQHHPRĠLLJUDGGHFXUWRD]LHFăOGXUăVXIOHWHDVFă 2SHUVRDQăGRPLQDQWă
WLQGHVăĠLQăFDSXOvQFOLQDWvQVXVLDUFHDVXSXVă vQMRVÌQJHQHUDO aplecarea corpului ”n
IDĠăVHPQLILFăLQWHUHVXOIDĠăGHLQWHUORFXWRUGDU XQHRULúLQHOLQLúWHúL SUHRFXSDUH 3R]LĠLD
relaxatăvQFOLQDWSHVFDXQVSUHVSDWHSRDWHLQGLFDGHWDúDUHSOLFWLVHDOăVDX auto”ncredere
H[FHVLYăúLDSăUDUHODFHLFDUHFRQVLGHUăFăDXVWDWXWVXSHULRULQWHUORFXWRUXOXL Posturile pe

79
FDUHOHDXRDPHQLLFRUHODWHFXUHODĠLDGLQWUHHLDWXQFLFkQGVXQWvPSUHXQă se pot clasifica
”n trei categorii:
1. de includere/neincludereSRVWXUăSULQFDUHVHGHILQHúWHVSDĠLXOGLVSRQLELODFWLYLWăĠLL
GHFRPXQLFDUHúLVHOLPLWHD]ăDFFHVXOvQFDGUXOJUXSXOXL'HH[HPSOXPHPEULLJUXSXOXL
pot IRUPD XQ FHUF SRW Vă VH vQWRDUFăDSOHFH VSUH FHQWUX Vă-úL vQWLQGă XQ EUDĠ VDX SLFLRU
peste LQWHUYDOXOUăPDVOLEHULQGLFkQGSULQWRDWHDFHVWHDFăDFFHVXOODJUXSHVWHOLPLWDW
GHRULHQWDUHFRUSRUDOă-VHUHIHUăODIDSWXOFăGRLRDPHQLSRWDOHJHVăVHDúH]HIDĠă-n
IDĠă YLV-a-YLV VDX DOăWXUL SDUDOHO 3ULPD VLWXDĠLH FRPXQLFă SUHGLVSR]LĠLD SHQWUX
FRQYHUVDĠLHLDU a doua - neutralitate.
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HVWH LPSOLFDWă vQ FHHD FH VSXQH VDX IDFH LQWHUORFXWRUXO 3DUWLFLSDUHD LQWHQVă FRQGXFH OD
postura FRQJUXHQWă VLPLODUă FX D LQWHUORFXWRUXOXL VFKLPEDUHD SRVWXULL LQWHUORFXWRUXOXL
GHFODQúHD]ă vQ DFHVW FD] VFKLPEDUHD SRVWXULL FHOXL SXWHUQLF LPSOLFDW vQ FRPXQLFDUH ÌQ
FD]XO vQ FDUH H[LVWă vQWUH FRPXQLFDWRUL GLYHUJHQĠH GH VWDWXW, de puncte de vedere sau de
opinii, apar posturile necongruente: SHUVRDQD QX SULYHúWH VSUH LQWHUORFXWRU QX
LQWHUDFĠLRQHD]ăVXEQLFLRIRUPă

0RGXOGHPLúFDUHDFRUSXOXL
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modXOXLGHPLúFDUHDFRUSXOXLSRDWHIL
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ComunLFDUHDWDFWLOă
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PkQD PRGXO GH vPEUăĠLúDUH GH OXDUH GH EUDĠ EăWXWXO SH XPăU HWF &XQRDúWHP FH
VHPQLILFă DFHVWH DWLQJHUL SHQWUX URPkQL GDU vQ GLIHULWH culturi ele pot comunica lucruri
diferite. De exemplu, la japonezi, vQFOLQDUHD FDSXOXL vQORFXLHúWH GDWXO PkLQLL FD VDOXW vQ
timp ce la HVFKLPRúL DFHVW VDOXW VH H[SULPă FX R XúRDUă ORYLWXUă SH XPăU Unii oameni
HYLWă RULFH DWLQJHUH )RUĠD úL WLSXO GH DWLQJHUH GHSLQGH vQ PDUH PăVXUă GH YkUVWă VWDWXW
UHODĠLHúLFXOWXUă 6WDQOH\-RQHVúL(ODLQH<DUEURXJKapud Joseph De Vito, Human
Communication, The Basic Course, apud Mihai Dinu, Comunicarea) DX vQFHUFDW Vă
FODVLILFHIXQFĠLLOHFRPXQLFăULLWDFWLOHGHOLPLWkQGFLQFL clase principale:
DWLQJHULFDUHWUDQVPLWHPRĠLLSR]LWLYH
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XúXUHD]ăLQWHUDFĠLXQHDIăUăFDWRWRGDWăVă DQJDMH]HUăVSXQGHUHDFHOXLFHDWLQJH
3. atingeri de control, viz‰nd dirijarea comportamentelor, a atitudinilor sau chiar a
VHQWLPHQWHORU SHUVRDQHL DWLQVH ÌQ PDMRULWDWHD FD]XULORU DWLQJHUHD GH FRQWURO LPSOLFă R
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QHQXPăUDWHIRUPH Atitudinile de dominare, egalitate sau supunere sunt comunicate
SULQ LQWHUPHGLXO SR]LĠLHL PkLQLL FHOXL FH LQLĠLD]ă JHVWXO GH VDOXW IRUĠD FX FDUH VH VWUkQJH
PkQDFRQVWLWXLHúLHDXQSDUDPHWUX semnificativ.

80
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IRUPH GH OD VXVĠLQHUHD XQHL SHUVRDQH FDUH XUFă úL FRERDUă GLQWU-un vehicul, la atingerea
IUXQĠLL XQXL EROQDY RUL D vQFKHLHWXULL &KLDU GDFă RELHFWLYXO XUPăULW HVWH DOWXO ”n
PDMRULWDWHDDFHVWRUFD]XULVHWUDQVPLWúLLQIRUPDĠLLDIHFWLYH

3UH]HQĠDSHUVRQDOă
3UH]HQĠD SHUVRQDOă FRPXQLFă GH H[HPSOX SULQ intermediul formei corpului, a
vPEUăFăPLQWHL D PLURVXOXL SDUIXP PLURV VSHFLILF D ELMXWHULLORU úL D DOWRU DFFHVRULL
vestimentare. $YHPvQFXOWXUDQRDVWUăDQXPLWHDWLWXGLQLSULYLQGOHJăWXUDGLQWUHIRUPD
FRUSXOXLDVSHFWXOH[WHULRUúLSHUVRQDOLWDWH'LVWingem trei tipuri de fizicuri:
1-HFWRPRUIIUDJLOVXEĠLUHúLvQDOW
2- endomorf (gras, rotund, scurt);
3- mezomorf (musculos, atletic, ”nalt).

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DPELĠLRúLVXVSLFLRúL WHQVLRQDĠLQHUYRúLúLPDLSXĠLQPDVFXOLQLSHendomorfi ”i percepem
FD ILLQG EăWUkQLFLRúL GHPRGDĠL PDL SXĠLQ UH]LVWHQĠL IL]LF YRUEăUHĠL buni la suflet,
agreabili, dHvQFUHGHUHSULHWHQRúLGHSHQGHQĠLGHDOĠLL pe mezomorfi ”i percepem ca fiind
vQFăSăĠkQDĠLSXWHUQLFLDYHQWXURúL PDWXULvQFRPSRUWDUHSOLQLGHvQFUHGHUHvQVLQHYHúQLF
vQYLQJăWRUL ÌPEUăFăPLQWHD vQ PăVXUD vQ FDUH HVWH UH]XOWDWXO XQHL DOHJHUL personale,
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FRPXQLFăLQIRUPDĠLLGHVSUH aceasta. Ea poate afecta chiar comportamentul nostru general
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accesoriile pot marca statutul social real sau pretins. De exemplu, femeile care acced la o
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social, posibil creator de probleme sau artist. 3HQWUX VLWXDĠLL GH DIDFHUL HVWH DSUHFLDWă
vPEUăFăPLQWHDHOHJDQWăúLGH calitate, dar nu sofisWLFDWă

2. PROXEMICA

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PDMRULWDWHD FXOWXULORU HXURSHQH QX VH DSUHFLD]ă DSURSLHUHD FX PDL PXOW GH -50 cm
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81
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LPSRUWDQWăFX DWkWYD WLQGHVăDOHDJă R PDVăGH ELURXPDLPDUH care impune o GLVWDQĠă
PDL PDUH IDĠă GH LQWHUORFXWRU 'DFă XUPăULP PRGXO vQ FDUH RDPHQLL WLQG Vă-úL DOHDJă
locul ”ntr-R vQFăSHUH DWXQFL FkQG H[LVWă SRVLELOLWDWHD GH D DOHJH úL FXP vúL PDUFKHD]ă
VSDĠLXOSHUVRQDOSULQvPSUăúWLHUHDIRLORU ”ntinderea picioarelor etc., devine evident ce vor
DFHVWHD Vă QH FRPXQLFH 0RGXO vQ FDUH PDQDJHUXO IRORVHúWH VSDĠLXO vQ WLPSXO úHGLQĠHORU
poate comunica ceva GHVSUH SHUVRQDOLWDWHD VD GHVSUH VWLOXO GH FRQGXFHUH úL OXDUH D
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(figura 1).

82
Limbajul culorilor

&XORDUHDGLQFRORGHSHUFHSĠLDúLWUăLUHDHLDIHFWLYăHVWHúLRRJOLQGăD
SHUVRQDOLWăĠLLQRDVWUHúL GHFLLQIOXHQĠHD]ă FRPXQLFDUHD*kQdirea creatoare are loc optim
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83
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LQKLEăúL-i distrag pe comunicatori.

Limbajul timpului

Modul ”n care putem comunica prin limbajul timpului este corelat cu:
- precizia timpului
- lipsa timpului
- timpul ca simbol.

Precizia timpului
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SHUPLWH Vă QL-O VWUXFWXUH]H DFHVWD FRPXQLFă GLIHUHQĠD GH VWDWXW $ YHQL PDL WkU]LX VDX
ceva mai devreme la o ”nt‰lnire de afacerL VDX D IL SXQFWXDO VDX QX OD R úHGLQĠă DUH
DQXPLWH VHPQLILFDĠLL FRPXQLFă DWLWXGLQHD IDĠă GH LQWHUORFXWRU VDX IDĠă GH DFWLYLWDWHD
UHVSHFWLYăSHUFHSĠLDVWDWXWXOXLúLDSXWHULLUHVSHFWXOúLLPSRUWDQĠDDFRUGDWă
ÌQWkU]LHUHDSRDWHLULWDúLLQVXOWD&XFkWRDPHQLLVXQWIăFXĠLVăDúWHSWHPDLPXOWFXDWkWHL
VH VLPW PDL XPLOLĠL VH VLPW GHVFRQVLGHUDĠL úL LQIHULRUL FD VWDWXW VRFLDO $VWIHO OLPEDMXO
WLPSXOXL VH SRDWH IRORVL vQ PRG YRLW VDX QX SHQWUX D PDQLSXOD VXSXQH úL FRQWUROD VDX
pentru a comunica respectúLLQWHUHV

Lipsa timpului
3HUFHSHP WLPSXO FD SH R UHVXUVă SHUVRQDOă OLPLWDWă úL GH DFHHD PRGXO vQ FDUH ILHFDUH
DOHJHP Vă vO IRORVLP FRPXQLFă DWLWXGLQHD QRDVWUă IDĠă GH FHO FDUH VROLFLWă R SDUWH GLQ
DFHDVWă UHVXUVă 'DFă QX DFRUGăP WLPS SHQWUX R DQXPLWă FRPXQLFDUH VH YD SHUFHSH FD
QHDFRUGDUH GH LPSRUWDQĠă 6WXGLLOH VRFLRORJLFH DX DUăWDW Fă vQ JHQHUDO UHODĠLD GH
FRPXQLFDUH SR]LWLYă VH GH]YROWă SURSRUĠLRQDO FX IUHFYHQĠD LQWHUDFĠLXQLL GHFL WLPS
SHWUHFXWvPSUHXQă

Timpul ca simbol
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RULSH]LúLODDQXPLWHRUH6LPLODUDQRWLPSXULOHLPSXQDQXPLWHDFWLYLWăĠLúLXQDQXPHIHO
GHYLDĠăFODUVLWXDWHvQWLPS6ăUEăWRULOHúLULWXDOXULOHGHDVHPHQHDVXQWPDUFDWHGHWLPS
AsWIHORDPHQLLGHDIDFHULúWLXFăvQSUHDMPDVăUEăWRULORUGHLDUQăVHFXPSăUăPDLPXOWúL
VH OXFUHD]ă PDL SXĠLQ ÌQ ILQDO GXSă FH D IRVW FDUDFWHUL]DW ILHFDUH WLS GH OLPEDM vQ SDUWH
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cont ”n interpretarea lui:
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LQWHUSUHWăPvQFRQWH[WXOWXWXURUFHORUODOWHHOHPHQWHYHUEDOHúLQRQ-verbale.
‡Caracteristicile de personalitate individualHGHHGXFDĠLHH[SHULHQĠăGHYLDĠăHWF
VXQWHOHPHQWHFDUHWUHEXLHOXDWHvQFRQVLGHUDUHvQLQWHUSUHWDUHDFRUHFWăDOLPEDMHORU

84
non-verbale.
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la individ la individ; de la profesie la profesie; de la colectivitate la colectivitate; de la
FXOWXUăODFXOWXUă

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1. CONCEPTUL DE NEGOCIERE
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3. TIPURI FUNDAMENTALE DE NEGOCIERE
4. MARJA DE NEGOCIERE

86
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pe o FRQWUD]LFHUHGLUHFWăDRSLQLHLDFHVWXLD

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GHúLQXVXQWvQ PRGGLUHFWRIHQVDWRDUHúLXPLOLWRDUHDXUROXOGHDVkFkLúLGHUDQMD

92
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LQVLVWHQW SULQ KDOHOH GH IDEULFDĠLH úL depozitele firmei. Poate fi cazat ”ntr-R vQFăSHUH
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fi DúH]DWFXRFKLLvQVRDUHVDXRDOWăVXUVăGHOXPLQăLULWDQWă3RDWHIL DúH]DWFXVSDWHOHODR
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Tactica mituirii

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cheltuiala gazdei. $GHYăUDWDPLWXLUHvQFHSHGHODSUDJXOYDORULFSHVWHFDUHÄDWHQĠLD´
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prin PLWă GDU IDYRUL]DWH SULQ FDGRXUL PDUL 'LIHUHQĠD GLQWUH FDGRX úL PLWă UăPkQH XQD
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un FDGUXFRQILGHQĠLDO

93
Tactica presiunii timpului

$FHDVWă WDFWLFă VH ED]HD]ă SH LGHHD VLPSOă GXSă FDUH PDL vQWRWGHDXQD H[LVWă XQ
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RUJDQL]DWH úL PDQLSXODWH DVWIHO vQFkW SUREOHPD GHOLFDWă Vă UăPkQă OD OLPLWD H[SLUăULL
timpului alocat procesului de negociere. ÌQ DFHVW VFRS VH SRW IRORVL RULFH WHUWLSXUL úL
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eficace pentru ”nt‰rzierea finalului, HVWH UHFDSLWXODUHD úL GHVSULQGHUHD GH FRncluzii
intermediare. Alte manevre de tergiversare pot fi bazate pe invocarea lipsei unor
GRFXPHQWHSHVWDUHDVăQăWăĠLLFXLYDSOHFDUHDvQFRQFHGLXSHQHYRLD GHGHSODVăULXUJHQWH
etc.

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prea mult, prea repede, DGYHUVDUXOSRDWHILFRSOHúLWSHQWUXPRPHQWúLDUHWHQGLQĠDGHDVH
”mpotrivi. I se pare mult mai XúRU Vă UăVSXQGă SULQWU-un refuz. Pentru el devine tot mai
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mai rezonabile ale acestuia. (OFKLSXULOHQXHVWHGHDFRUGvQWUXWRWXOFXFRHFKLSLHULLVăL
dar nici nu poate trece prea mult peste ei. 2 D GRXD YHUVLXQH FRQVWă vQ VFKLPEDUHD
HIHFWLYăDQHJRFLDWRUXOXL $VWDvQVHDPQăFăSHSDUFXUVXOQHJRFLHULORUWRFPDLDWXQFLFkQG

94
te DúWHSĠL PDL SXĠLQ SDUWHD DGYHUVă vQORFXLHúWH QHJRFLDWRUXO 3RDWH IL R ORYLWXUă GXUă
FăUHLDLVHIDFHIDĠăFXGLILFXOWDWHSHQWUXFăHVWHPDL SXĠLQSOăFXWVăLHLWRWXOGHODFDSăW
Noul negociator are posibilitatea Vă LQYRFH QRL DUJXPHQWH Vă UHYRFH XQHle din
vQĠHOHJHULOH IăFXWH VDX FKLDU Vă UHWUDJă XQHOH GLQ vQĠHOHJHULOH IăFXWH GHMD VDX FKLDU Vă
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omul de v‰rf, care te ia de odihnit c‰nd predecesorul VăX WH-a extHQXDW GHMD 7RWXúL QX
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FIùWHIDQ3UXWLDQX&RPXQLFDUHúLQHJRFLHUHvQ afaceri).

'(5(ğ,187

Cum putem caracteriza procesul de negociere?

ÌQVHQVODUJQHJRFLHUHDDSDUHFDIRUPăFRQFHQWUDWăúLLQWHUDFWLYăGHFRPXQLFDUH
LQWHUXPDQă vQ FDUH GRXă VDX PDL PXOWH SăUĠL DIODWH vQ GH]DFRUG XUPăUHVF Vă DMXQJă OD R
vQĠHOHJHUH care UH]ROYă R SUREOHPă FRPXQă VDX DWLQJH XQ VFRS FRPXQ Prin negociere
vQĠHOHJHP RULFH IRUPă GH FRQIUXQWDUH QHDUPDWă SULQ FDUH GRXă VDX PDL PXOWH SăUĠL FX
LQWHUHVHúLSR]LĠLLFRQWUDGLFWRULLGDUFRPSOHPHQWDUHXUPăUHVFVăDMXQJăODXQ angajament
reciproc avanWDMRV DL FăUXL WHUPHQL QX VXQW FXQRVFXĠL GH OD vQFHSXW ÌQ DFHDVWă
FRQIUXQWDUH vQ PRG SULQFLSDO úL ORLDO VXQW DGXVH DUJXPHQWH úL SUREH VXQW formulate
SUHWHQĠLLúLRELHFĠLLVXQWIăFXWHFRQFHVLLúLFRPSURPLVXULSHQWUXDHYLWDDWkWUXSHUHD
UHODĠLLORU FkW úL FRQIOLFWXO GHVFKLV Adesea negocierile sunt purtate pentru efectele lor
FRODWHUDOHFXPDUILPHQĠLQHUHD FRQWUDFWXOXLFkúWLJDUHDGHWLPSvPSLHGLFDUHDGHWHULRUăULL
VLWXDĠLHLvQFRQIOLFWÌQDIDUăGHDFHVWHD ”nt‰lnirile negociatorilor pot fi privite ca un canal
SRWHQĠLDOGHFRPXQLFăULXUJHQWHvQVLWXDĠLLGH FUL]ă

95
96
 BIBLIOGRAFIE

,7(25,,ù,02'(/($/(&2081,&Ă5,,

I.1. Comunicarea ± o introducere

‡Christian Baylon, Xavier Mignot, Comunicarea(GLWXUD8QLYHUVLWăĠLL³$OH[DQGUX,RDQ
CuzD´,DúL
‡Philippe Cabin (ed) La communication, Etat des savoirs, Sciences Humaines ƒditions,
1998;
‡J.J Cuilenburg, O. Scholten, G.W. Noomen, ùWLLQĠDFRPXQLFăULL+XPDQLWDV%XFXUHúWL
1998;
‡Emilian M. Dobrescu, 6RFLRORJLDFRPXQLFăULL, Editura 9LFWRU%XFXUHúWL
‡,RDQ'UăJDQ3DUDGLJPHDOHFRPXQLFăULLGHPDVăùDQVD%XFXUHúWL
‡Mihai Dinu, Comunicarea(GLWXUDùWLLQĠLILFă%XFXUHúWL
‡Jean Lohisse, Les syst•me de communication, Armand Colin, Paris, 1998;
‡Andre de Peretti, Jean-Andre Legrand, Jean Boniface, Tehnici de comunicare, Polirom,
,DúL
‡Nicki Stanton, Comunicarea6RFLHWDWHDGHùWLLQĠăúL7HKQLFă%XFXUHúWL

,9RFDEXODUXOúWLLQĠHORUFRPXQLFăULL
‡Christian Baylon, Xavier Mignot, Comunicarea, EdituUD8QLYHUVLWăĠLL³$OH[DQGUX,RDQ
&X]D´,DúL
‡J.J. Cuilenburg, O. Scholten, G.W. Noomen, ùWLLQĠDFRPXQLFăULL+XPDQLWDV%XFXUHúWL
1998;
‡Robert Escarpit, 'HODVRFLRORJLDOLWHUDWXULLODWHRULDFRPXQLFăULL(GùWLLQĠLILFăúL
(QFLFORSHGLFă%XFXUHúWL
‡Umberto Eco, 7UDWDWGHVHPLRWLFăJHQHUDOă(GùWLLQĠLILFăúL(QFLFORSHGLFă%XFXUHúWL
1982;
‡J. Fiske, Introduction to communication studies; Methuen, New York, 1982;
‡Denis McQuail, Comunicarea,QVWLWXWXO(XURSHDQ,DúL

I.3. TeoULLúLPRGHOHDOHFRPXQLFăULL
‡Cristian Baylon, Xavier Mignot, Comunicarea(GLWXUD8QLYHUVLWăĠLL³$OH[DQGUX,RDQ
&X]D´,DúL
‡Mihai Dinu, Comunicarea(GLWXUDùWLLQĠLILFă%XFXUHúWL
‡,RDQ'UăJDQ3DUDGLJPHDOHFRPXQLFăULLGHPDVăùDQVD%XFXUHúWL
‡John Fiske, Introduction to Communication Studies, Methuen, New York, 1982;
‡Umberto Eco, Lector in fabula8QLYHUV%XFXUHúWL
‡Umberto Eco, 7UDWDWGHVHPLRWLFăJHQHUDOă(GùWLLQĠLILFăúL(QFLFORSHGLFă%XFXUHúWL
1982;

97
‡Jurgen Habermas, 6IHUDSXEOLFăúLWUDQVIRUPDUHDHLVWUXFWXUDOă8QLYHUV%XFXUHúWL
1998;
‡$UPDQGúL0LFKHOOH0DWWHODUW,VWRULDWHRULLORUFRPXQLFăULL3ROLURP,DúL
‡Denis McQuail, Comunicarea,QVWLWXWXO(XURSHDQ,DúL
‡B. Miege, La pensŽe communicationnelle, Presses Universitaires de Grenoble, 1995;
‡Alex Mucchielli, Douze cas et exercices sur la communication, Armand Colin, Paris, 1998;
‡Ilie P‰rvu, )LORVRILDFRPXQLFăULL(G)DFXOWăĠLLGH&RPXQLFDUHúL5HODĠLL3XEOLFH'DYLG
Ogilvy, BucureúWL
‡Charles Peirce, &RPXQLFDUHúLDFĠLXQH+XPDQLWDV%XFXUHúWL
‡/LOLDQD,RQHVFX5X[ăQGURLX&RQYHUVDĠLD±VWUXFWXULúLVWUDWHJLL(G'LGDFWLFăúL
3HGDJRJLFă%XFXUHúWL
‡Paul Watzlawick, Janet Helmick Beavin, Don D. Jackson, Une logique de la
communication, Seuil, Paris, 1972;
‡Comunicarea ”n c‰mpul socialHG8QLYHUVLWDWLL$O,&X]D,DúL

,&RPXQLFDUHúLOLPEDM&RPXQLFDUHDRUDOă
‡Cristian Baylon, Xavier Mignot, Comunicarea(GLWXUD8QLYHUVLWăĠLL³$OH[DQGUX,RDQ
CX]D´,DúL
‡Mihai Dinu, Comunicarea(GùWLLQĠLILFă%XFXUHúWL
‡Les Giblin, $UWDGH]ROWăULLUHODĠLLORULQWHUXPDQH&XUWHD9HFKH3XEOLVKLQJ%XFXUHúWL
2000;
‡Roman Jakobson, /LQJYLVWLFăúLSRHWLFă”n 3UREOHPHGHVWLOLVWLFă(GùWLLQĠLILFă%XFXUHúWL
1964;
‡Catherine Kerbrat-Orecchioni, /eQRQFLDWLRQ'HODVXEMHFWLYLWpGDQVOHODQJDJH, Armand
Colin, Paris, 1980;
‡/LOLDQD,RQHVFX5X[ăQGURLX6RFLROLQJYLVWLFă±RULHQWăULDFWXDOH(G'LGDFWLFăúL
3HGDJRJLFă%XFXUHúWL
‡Vasile Tonoiu, Omul dialogal(GLWXUD)XQGDĠLHL&XOWXUDOH5RPDQH%XFXUHúWL
I.5. Comunicarea non-YHUEDOă
‡Ray Birdwhisteell, Introduction to kinetics, 1952;
‡Mihai Dinu, Comunicarea(GùWLLQĠLILFă%XFXUHúWL
‡Edward Hall, La dimension cachŽe, Seuil, Paris, 1978;
‡Michael Kunczik, Astrid Zipfel, ,QWURGXFHUHvQúWLLQĠDSXEOLFLVWLFLLúLDFRPXQLFăULL,
(GLWXUD3UHVD8QLYHUVLWDUă&OXMHDQă&OXM

II. COMUNICAREA IN CAMPUL SOCIAL

II.1. Comunicarea ±SURFHVGHLQIOXHQĠăVRFLDOă

‡Jean-Claude Abric, Psychologie de la communication, Armand Colin, Paris, 1999;
‡Camelia Beciu, 3ROLWLFDGLVFXUVLYă3ROLURP,DúL
‡R. Boudon, Tratat de sociologie+XPDQLWDV%XFXUHúWL
‡ùW%X]ăUQHVFX, Sociologia opiniei publice(G'LGDFWLFăúL3HGDJRJLFă%XFXUHúWL

98
‡,RDQ'UăJDQ3DUDGLJPHDOHFRPXQLFăULLGHPDVăùDQVD%XFXUHúWL
‡Jurgen Habermas, 6IHUDSXEOLFăúLWUDQVIRUPDUHDHLVWUXFWXUDOă8QLYHUV%XFXUHúWL
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