Archive MUNTEANU Ana-Maria
The Annals of Ovidius University Constanţa no.20 / 2009
MUNTEANU ANA-MARIA, OANA DIANA MUŞAT - The Forging of the Media Icon in the Romanian Cultural Space Case Study: the “Liviu Mihaiu” Brand
(pag. 51-60)
The social campaigns revaluate the mechanism of production specific to the media market environment but for the reorganizing of social relations and socially redistributing moral and civic values. The iconic image of “Liviu Mihaiu” represents a center of reliability that irradiates invulnerable messages in a space defined as a system of legitimate positions (the invulnerability of integrity). We can notice the articulations at the level of the symbolic power of juste (which incorporates the marks of dissidence and anticommunism) with the “efficient” symbolic power of media corporations, these being the “territory” on which the icon will impose civic values, connected to the legitimate actors who carry this anticommunist message in post-communism and the centers of integrity that they hold in the public space imbricate in that of the market and the other way around. Therefore, anticommunism goes from a legitimating value of the Romanian society after 1989 to a solid value of the “consumerist society” which reactivates itself efficiently in the pleadings about mentality change and the strengthening of the “centers of integrity” of the memory which could be erased by the actual preponderantly mercantile orientation of the new generations that have never directly known communism.