ACROSS Journal of Interdisciplinary Cross-border Studies

Markers of Interculturality in the Film Mario, Maria, Marinel (2025) and in the Television Format Identitate Basarabia (Both Directed by Violeta Gorgos)

Ștefania BEJAN — 2026-07-17

The scientific challenge proposed by the 3rd edition of the International Conference Across Cultures. Intercultural Communication in a Borderless World (Chișinău, 13–15 November 2025) has stimulated predominantly interdisciplinary research through its thematic sections; in this case, “Intercultural Communication” and “Cultural Memory and Identity” intersect with “Media Discourses.” Markers of Interculturality in the Film Mario, Maria, Marinel (2025) and in the Television Format Identitate Basarabia (both directed by Violeta Gorgos) aims to analyze—through the method of documentary research—the main recognizable markers of the cultures of two spaces with Romanian roots, as reflected in contemporary media productions: a film and a regional television format with international reach. Shared elements such as language, traditions, religion, and mentality, shaped over millennia, come to life cinematically and televisually under the directorial vision of Violeta Gorgos.

Influencer marketing - native and narrative advertising

Daniela Aura BOGDAN — 2026-07-17

This paper examines influencer marketing as a contemporary form of native and narrative advertising, arguing that its persuasive effectiveness relies on the interplay among storytelling, credibility, authenticity, and platform-specific communication strategies. The study aims to explore how influencer marketing operates at the intersection of advertising, digital communication, social influence and ethical responsibility, while highlighting the mechanisms that transform promotional messages into engaging personal narratives. Methodologically, the study employs a qualitative research design that combines a review of the relevant literature with illustrative case-study analyses of Romanian and international influencer campaigns on Instagram, TikTok, YouTube, and AI-generated social media platforms. The analysis focuses on the distinction between influencers and traditional endorsers; the role of native advertising and storytelling; the importance of credibility and audience engagement; the influence of platform specific communication practices; the emergence of AI-generated influencers; and the ethical
challenges associated with advertising disclosure and transparency. The findings indicate that influencer marketing derives its persuasive effectiveness from the combined use of native advertising, storytelling, authenticity and audience engagement, while platform-specific communication strategies further shape consumers' perceptions of credibility and trust. The analysis also demonstrates that the emergence of AI-generated influencers introduces new
challenges regarding authenticity, transparency and ethical communication. The paper concludes
that the long-term success of influencer marketing depends on maintaining a balance between
persuasive effectiveness and ethical responsibility, with transparency, credibility, and
compatibility among influencers, brands, and audiences remaining essential to sustaining
consumer trust.

Cross-cultural Transfers in Creative Advertisements

Alina Andreea BUZATU — 2026-07-17

In a global economy characterised by ongoing corporate internationalisation, digitally-driven communication, evolving migration trends, shifts in advertising practices from locally-focused discourse to multicultural perspectives, and cross-cultural references, the existing literature has mainly examined globalisation and advertising through the lenses of intercultural competence, cultural differences, and the semiotics of local adaptations, cultural appropriations, diversity, and representation. However, there is limited knowledge regarding creativity in advertising, especially as influenced by the dynamics of two or more cultures involved in the creation or amplification of a communication campaign. The exploration is based on a content analysis of 44 advertising case studies that depict the brand story across more than two cultures. These campaigns aired between 2015 and 2025 and received the highest distinction at a global creative advertising festival, earning top recognition within the marketing and communications community. The study contributes to understanding creative advertising rhetoric in cross-cultural communication and examines the role of creativity in promoting intercultural exchanges in advertising narratives through open-access products, solutions, and innovations. The empirical research highlights the nature of cross-cultural intersections in creative discourse, whether in individualistic or collectivist nations, or in vertical (hierarchical) versus horizontal (egalitarian) societies. Limitations include the narrow scope of the analysed dataset and the need for future studies employing a quantitative approach with a broader perspective.

Academic Diplomacy and Intercultural Dialogue in the Age of Globalization:

Valentina CIUMACENCO — 2026-07-17

In a world characterized by intensified globalization and the simultaneous reassertion of cultural and symbolic borders, intercultural dialogue has become a critical societal and educational challenge. This article examines the role of universities as cultural mediators through the lens of academic diplomacy, understood as a values-driven form of international engagement grounded in dialogue, reciprocity, and knowledge exchange. Drawing on contemporary theoretical frameworks and empirical insights from the International Association of Universities’ 6th Global Survey on the Internationalization of Higher
Education, the paper explores how internationalization can foster intercultural understanding
while acknowledging its uneven effects across regions.
Using the Free International University of Moldova (ULIM) as an institutional case study, the article analyzes three complementary dimensions of academic diplomacy: intercultural virtual exchange, language-based cultural diplomacy, and cross-border academic cooperation within international consortia. These initiatives illustrate how universities create spaces for dialogue, promote intercultural competencies, and contribute to social cohesion in contexts shaped by migration, digital transformation, and geopolitical tension. The findings suggest that internationalization does not automatically generate intercultural understanding; rather, its societal value depends on intentional, inclusive, and values-based
strategies. By acting as cultural mediators, universities play a pivotal role in fostering sustainable intercultural networks and supporting peaceful coexistence in a re-bordered global landscape.

Aspects regarding European regulations and the current situation of mass media

Georgiana DRĂGHICI (POPESCU) — 2026-07-17

Recent Eurobarometer data (2025) indicate that Romania remains among the European Union (member states with the highest levels of perceived exposure to disinformation and fake news. This article examines the Romanian case in comparative perspective, situating it within broader European trends and analyzing the potential implications for societal resilience, democratic trust, and media ecosystems. The study also discusses the relevance of Regulation 2024/1083, known as the European Media Freedom Act (EMFA), as a structural response to vulnerabilities in the European information space. The European Media Freedom Act (Regulation 2024/1083) becomes applicable across the European Union on 8 August 2025, introducing a harmonized framework aimed at strengthening media independence, transparency, and resilience to political and economic interference. Although directly applicable in all Member States, the regulation requires national adjustments to ensure effective implementation. This article examines Romania’s legislative and institutional efforts to align with EMFA requirements, highlighting progress, persistent gaps, and broader implications for media governance and democratic resilience.

Between Two Screens: Media Consumption and Cultural Identity Among Students with Migration Background in Argeș County

Delia DUMINICĂ — 2026-07-17

This paper examines how university students from families with migration backgrounds in Argeș County, Romania, navigate simultaneous exposure to media from two distinct cultural contexts. Drawing on semi-structured interviews with twelve students whose parents have lived and worked abroad for at least six months, the study applies the polymedia framework (Madianou and Miller, 2012) alongside acculturation theory (Berry, 1997) to explore patterns of media use, language choice, and identity negotiation. Findings
indicate that participants do not choose between two competing cultural media environments but construct a hybrid media space in which different platforms serve different identity functions. Romanian-language social media is used primarily for peer interaction and cultural continuity, while media associated with the country of origin is consumed mainly through family-mediated sharing on messaging applications. The tension between these two media streams is rarely experienced as conflict; instead, participants describe a form of selective integration that allows them to maintain multiple cultural
orientations simultaneously. These results contribute to the growing literature on transnational media consumption in non-metropolitan, post-migration communities and suggest implications for how communication studies programs in technical universities can address intercultural media literacy.

Intercultural communication: from theory to practice

Silvia KRIEB-STOIAN — 2026-07-20

The paper explores the bridge between intercultural communication theory and its real-world practice within the international academic environment. The main objective is to identify the strategies needed to develop intercultural communicative competence in the multicultural university environment at the Petroleum and Gas University of Ploieşti. The study presents a theoretical framework (including concepts such as cultural identity, culture shock, stereotypes, and intercultural competence) and analyses the challenges international students face: language barriers, distinct social norms, and different communication styles. The study adopts a qualitative research methodology based on a case study design. This strategy was selected because it allows for an in-depth investigation of the socio-cultural adaptation process of international students through their participation in extracurricular activities. The study emphasizes that communication is not merely an exchange of information, but also a process
deeply shaped by cultural background, norms, values and perceptions. We focus on the experiences international students have as they navigate the challenges of studying abroad. The paper also examines strategies that facilitate intercultural adaptation: developing cultural empathy, cultivating tolerance, creating academic environments that celebrate diversity. The study highlights the important role of universities in facilitating intercultural communication.
Ultimately, the study concludes that cultural diversity can be turned into a resource for learning and collaboration. Intercultural communication serves as a bridge connecting international students across linguistic and cultural boundaries.

Advertising as a cultural discourse. Elements of rhetoric in a multicultural context

Delia-Adreea OPREA — 2026-07-17

Advertising constitutes a multifaceted form of communication that integrates persuasive, cultural, and strategic dimensions within the context of globalization and intercultural diversity. An integrated theoretical and applied framework highlights how some advertising messages are constructed, adapted, and reinterpreted, taking into account the cultural specificity of audiences. This perspective enables understanding advertising not only as a promotional tool but also as a system of meaning production in which meanings are negotiated between sender and receiver across diverse global communication contexts. In this article, advertising discourse is examined through discursive strategies, including
argumentative, affective, cultural, identity-based, and linguistic dimensions. These operate in complementary ways, activating rational, emotional, and symbolic modes of persuasion. The theoretical foundation draws on classical rhetoric, emphasizing the role of ethos, pathos, and logos in shaping message effectiveness. In this context, discursive creativity is essential for differentiation and memorability. From an intercultural perspective, research underscores the importance of cultural values, identity representations, and multilingualism in adapting advertising communication. Advertising both reflects and constructs identity through symbols, narratives, and visual codes, while multilingualism functions as a strategic tool for cultural adaptation, facilitating successful interaction in a multicultural society. Concepts such as glocalization, transcreation, and discursive inclusion are understood as key mechanisms that mediate between global coherence and local relevance. The findings highlight advertising discourse as a dynamic space for negotiating meaning, where success depends on the authentic and coherent integration of cultural diversity, enhancing both symbolic impact and social relevance.

The act of communication skills: between freedom of expression and hate speech

Dragoș VICOL — 2026-07-17

This paper presents an original research study based on a series of relevant observations, considerations, and suggestions resulting from a careful analysis of master’s dissertations in the field of Institutional Communication, Master’s cycle, at the Cross-Border Faculty of “Dunărea de Jos” University of Galati. Our attention was drawn to several papers that aim to examine communication conflicts with a destructive character. Starting from the premise that people consciously trigger conflicts, many countries have laws designed to combat violence and cruelty, to restrict materials containing indecent language, and, implicitly, to prevent manifestations of verbal aggression. These laws aim to fight for the truthfulness of information and the observance of ethical communication norms. The essence of human aggression, its real causes, and ways to overcome it have long concerned specialists from various fields. Different
scientific domains offer various approaches to this concept, depending on which element is considered essential. Aggression has become an object of study for linguists, sociologists, psychologists, educators, and experts from other scientific areas who analyze human thought and behavior. Moreover, verbal aggression, in a broad sense, is also a focus of legal specialists and is regulated by legislation. As a social phenomenon, aggression manifests both physically and verbally. The analysis and detailed description of verbal violence are among the core objectives of sociolinguistics and psycholinguistics, which are rooted in the theory of verbal activity. A substantial number of specialists have examined the various aspects of how aggression manifests in its multiple forms.

Textual Strategies in George Bălăiță’s Lumea în două zile

Alina NECULACHI — 2026-07-17

The structures and techniques employed by George Bălăiță illustrate the (neo)modernity of his
texts, with Lumea în două zile standing out. The narrative structure, the reinterpretation of the
investigative plot, metatextuality, dichotomies, and dualities make Lumea în două zile a profoundly modern novel, with an experimental dimension akin to postmodern prose, while the intertextual insertions place the novel in a perpetual dialogue with other established works. The characters who populate the universe of Lumea în două zile have extraordinary destinies, situated on the frontier between the real and the magical. In this imaginary space, both life and death exist, these natural conditions intertwining and complementing one another naturally during the two days of the solstice and within the two distinct spaces in which Antipa reveals, in turn, his domestic and infernal faces.