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    STUDIA PHILOLOGIA - Issue no. 1 / 2004  
         
  Article:   CONSTRUCTING YOUTH IDENTITY. ROMANIAN YOUTH ORIENTED RADIO - A CASE STUDY.

Authors:  DIANA ROXANA COTRĂU. 		 
       
         
  Abstract:  This paper’s aim is to establish the linguistic devices through which Romanian youth oriented radios identify, shape and construct the young local audience by catering to their needs in a language of solidarity. The examination of the particular case of ProFM intends to demonstrate that the subcultural status of the addressee is legitimated and their subcultural expertise is acknowledged through the use of youth language by the radio hosts. We have sampled the typical output of this niche medium: the morning show, whic specialises in narrowcasting to young audience, with the intention of recording the measure of congruency between the two types of discourse: the encoder’s (radio hosts and editors) and the decoder’s (call-in listeners and the “passive” audience). The parallels drawn between the two discourses rely on the analysis of the radio hosts- inputs, on the one hand, and on the consecrated sociolinguistic finds regarding youth linguistic habits and patterns. Such instantiations as were found at the level of text functions, discourse patterns and strategies, rhetoric and linguistic items, testify that this particular niche medium text addresses the community of young consumers by programmatically cloaking its cultural message in a language of solidarity.  
         
     
         
         
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