Științe Exacte și Economice

MARKETING UNDER THE PRESSURE OF HUMANITY: AN ANALYSIS OF THE ENDURING VALUES OF THE MODERN CONSUMER

USM ADMIN — 2025-12-26

The paper examines the transformations of contemporary marketing through the lens of the trust crisis between companies and consumers, arguing that power should shift from organizations to consumers, with human attention becoming the main economic resource. Despite technological progress, current marketing strategies remain dominated by automation and symbolic manipulation, losing the human dimension of the consumer relationship. The analysis revisits Philip Kotler’s principles on the deeply human nature of marketing and identifies five perennial consumer needs: love, belonging, self-interest protection, meaning, and respect. It concludes that the future of marketing belongs to companies capable of replacing persuasion with empathy, control with transparency, and technological performance with relational ethics.

DOI: https://doi.org/10.59295/sum11(6)2025_01

THE FAMILY AS A VECTOR OF SUSTAINABLE WELL-BEING AND KEY ACTOR IN THE TRANSITION TO THE GREEN ECONOMY

USM ADMIN — 2025-12-26

The family, as the fundamental unit of society, plays a crucial role in sustainable development through the transmission of values and formation of sustainable behaviors across generations. This study examines families’ contribution to sustainable well-being and the transition to a green economy, using statistical data, international reports, and specialized literature. The analysis highlights the family’s role in the social, economic, and environmental dimensions of sustainability, household ecological behavior and its determinants, the green public policy framework, and the link between poverty and sustainable practices, focusing on the Republic of Moldova. The study explores family participation in energy transition, waste management, and presents examples of good practices. The findings emphasize that informed families supported by adequate policies can become agents of sustainable well-being. Recommendations are formulated for integrating family perspectives into green economy strategies, environmental
education, and poverty reduction, ensuring an equitable transition toward sustainable development.

DOI: https://doi.org/10.59295/sum11(6)2025_02

EVOLUȚIA INDICATORILOR MACROECONOMICI AI TURISMULUI FAMILIAL ÎN UNIUNEA EUROPEANĂ ȘI IMPACTUL ASUPRA BUNĂSTĂRII ECONOMICE A GOSPODĂRIILOR

USM ADMIN — 2025-12-26

Studiul analizează evoluția turismului familial în Uniunea Europeană între anii 2014–2024, concentrându-se pe impactul acestuia asupra bunăstării gospodăriilor. Pe baza datelor Eurostat și UNWTO (UN Tourism), cercetarea examinează principalii indicatori economici — cheltuielile turistice, ocuparea forței de muncă, veniturile gospodăriilor și contribuția turismului la PIB — în diverse state membre ale UE. Rezultatele arată o creștere constantă a turismului familial până în 2019, o scădere majoră în perioada pandemiei (2020–2021) și o redresare rapidă până în 2024, depășind nivelurile anterioare. Lucrarea evidențiază schimbările în comportamentul de consum post-pandemie și rolul călătoriilor familiale în redresarea economică și socială a Europei. Originalitatea constă în combinarea analizei economice și sociale într-o perspectivă comparativă între țări, oferind concluzii utile pentru politici publice orientate spre dezvoltarea unui turism sustenabil, incluziv și favorabil bunăstării familiilor europene.

DOI: https://doi.org/10.59295/sum11(6)2025_03

STRUCTURAL TRANSFORMATIONS OF THE EDUCATION SYSTEM IN THE REPUBLIC OF MOLDOVA IN THE CONTEXT OF GLOBAL EDUCATIONAL TRENDS

USM ADMIN — 2025-12-26

The paper analyses the role of education as an economic determinant of sustainable development, based on statistical data on the education system of the Republic of Moldova for the period 2004 - 2023. The study highlights structural transformations driven by demographic, economic, and institutional factors, correlated with the gradual alignment to the standards of the European Education Area. Grounded in the concepts of the economics of education and human capital theory, the research demonstrates the multiplicative effects of educational investments on productivity and social inclusion. The international comparative analysis reveals differences in educational efficiency and governance. The results indicate progress in access to early and vocational education but also persistent challenges related to quality and economic relevance. The conclusion emphasizes the need for an integrated educational policy aimed at developing competitive and digital human capital, essential for sustainable development and European integration.

DOI: https://doi.org/10.59295/sum11(6)2025_04

STRENGTHENING RURAL SUSTAINABILITY THROUGH THE PROMOTION OF FAMILY ENTREPRENEURSHIP

USM ADMIN — 2025-12-26

The article examines the contribution of family entrepreneurship to strengthening rural sustainability in the Republic of Moldova, emphasizing its role in revitalizing the rural economy, fostering social cohesion, and preserving local traditions. The research is based on the analysis of specialized literature, statistical data from the National Bureau of Statistics and the State Tax Service, as well as direct observation of entrepreneurial practices in rural communities. The SWOT analysis method was applied to identify the main strengths, weaknesses, opportunities, and threats affecting the development of family entrepreneurship. The findings reveal that family-based enterprises serve as key drivers of sustainable rural development by stimulating employment, innovation, and intergenerational continuity. Nonetheless, persistent challenges such as labor migration, insufficient financial resources, and limited institutional support highlight the need for targeted public policies promoting entrepreneurial education, access to finance, and
digital transformation. The study offers both theoretical and practical insights into strategies for revitalizing rural areas through family entrepreneurship.

DOI: https://doi.org/10.59295/sum11(6)2025_05

THE LABOR MARKET IN THE REPUBLIC OF MOLDOVA IN TRANSITION: BETWEEN PROFESSIONAL EXODUS AND THE SHORTAGE OF SPECIALISTS

USM ADMIN — 2025-12-26

This study addresses the complex issue of the labor market crisis in the Republic of Moldova, characterized by professional emigration and a shortage of specialists, within the context of a prolonged economic transition. The main objective of the research is to identify the root causes of these phenomena and to assess their socio-economic consequences. The methodology is based on a qualitative analysis of relevant statistical data and specialized literature. The study’s findings highlight a significant imbalance between the demand for and supply of skilled labor, exacerbated by the lack of effective policies for retaining qualified personnel. The originality of the research lies in its integrated approach to external migration and the shortage of specialists, viewed as expressions of a unified structural crisis in Moldova’s labor market.

DOI: https://doi.org/10.59295/sum11(6)2025_06

ФИЛЬТР КАЛМАНА ДЛЯ МНОГОПРОДУКТОВОЙ ЭКОНОМИЧЕСКОЙ МОДЕЛИ

USM ADMIN — 2025-12-26

В работе рассматривается математическая модель экономической системы, как и в [1], в матричном виде второго порядка, эта модель сводится к линейной модели второго порядка. Такая модель описывает систему многопродуктовой экономики учитывая внешние и внутренние инветиции в экономику. Для модели ставится задача оптимального наблюдателя фильтра Калмана [2]. Решение такой задачи описано в теории управления и позволяет восстановить вектор состояния модели экономической системы, если последний не полностью известен или зашумлен. Модель приводится к нетрадиционной задаче наблюдения динамической системы, так называемой неокласической. В такой постановке используется информация при старших производных.

DOI: https://doi.org/10.59295/sum11(6)2025_07

PLANS FOR CRISIS MANAGEMENT TO STRENGTHEN RESILIENCE IN THE MEDICAL, HUMANITARIAN, AND ECONOMIC SECTORS

USM ADMIN — 2025-12-26

The increasing frequency and complexity of global and European crises require the development of effective management plans to strengthen resilience in the medical, humanitarian, and economic sectors. The purpose of this study is to analyze crisis management plans and strategies and their impact on the resilience of institutions and populations, with an emphasis on international best practices and their adaptation to the context of the Republic of Moldova. The research methodology combines documentary and comparative analysis of specialized literature, official reports, and data provided by international organizations (EU, WHO, World Bank), complemented by case studies on crisis response in the targeted sectors. The results indicate that the implementation of structured crisis management plans, international cooperation, and the use of digital technologies significantly enhance the resilience of medical and humanitarian systems while reducing the economic impact of crises. Furthermore, the study highlights the importance of adapting international best practices to national specificities and the need for a multisectoral and proactive approach in the stages of prevention, rapid intervention, and post-crisis recovery.

DOI: https://doi.org/10.59295/sum11(6)2025_08

PUBLIC DEBATE IN MASS MEDIA AND ON SOCIAL NETWORKS: CONCEPTUAL APPROACHES

USM ADMIN — 2025-12-26

The article argues that public debates are social activities that take place within open systems, governed by general principles and specific rules determined by the contexts in which the exchange of opinions occurs, aimed at identifying solutions to the issues under discussion. These debates are also shaped by the communicative platforms on which they unfold and through which their outcomes are disseminated. The research problem lies in identifying the factors that influence public debates conducted across various communication platforms and in outlining the identity profile of this type of social activity. For the purpose of this study, two of the most commonly used communicative platforms for public debates were selected: mass media and social networks. In accordance with the proposed objectives, the forms and modalities of manifestation of televised debates and those occurring on social media platforms are examined through the method of comparative analysis, allowing for the identification of conceptual and functional dissimilarities.

DOI: https://doi.org/10.59295/sum11(6)2025_09

AGENDA-SETTING THEORY: EVOLUTIONARY ASPECTS AND THE ALGORITHMIC SHAPING OF ATTENTION IN THE AI ERA

USM ADMIN — 2025-12-26

The evolution of agenda-setting theory, from its classical foundations to contemporary reinterpretations, high lights how the logic of public visibility has been reshaped by digitalization and artificial intelligence. While in the traditional paradigm media institutions and journalists acted as the main gatekeepers of news selection and prioritization, today this function is increasingly performed by digital platforms and algorithms. In algorithmically driven information flows, visibility is no longer the sole outcome of editorial decisions but the product of automated processes of personalization, micro-targeting, and “algorithmic gatekeeping”. These mechanisms generate ambivalent effects. They enhance relevance for users while simultaneously fragmenting public discourse, fueling polarization, and reducing pluralism. Ethical considerations become crucial, since algorithms are not neutral and may reproduce
biases, subtly shaping collective perceptions and democratic processes. The article concludes with the concept of Agenda-Setting 4.0, defined by hyperconnectivity, personalization, and algorithmic control, where the key challenge is balancing technological innovation, democratic pluralism, and communication ethics.

DOI: https://doi.org/10.59295/sum11(6)2025_10

MEDIA CONVERGENCE AND NEWSROOM INTEGRATION IN PUBLIC SERVICE MEDIA: THEORETICAL FOUNDATIONS AND ORGANIZATIONAL RATIONALES

USM ADMIN — 2025-12-26

The article examines media convergence as a multidimensional process that transcends technology and reshapes the structural, managerial, and cultural organization of public service media (PSM) newsrooms. It researches theoretical foundations, editorial transformation trends, and strategic imperatives that make newsroom integration essential in the face of fragmented content consumption patterns and digital pressures. Comparative examples and research data illustrate how convergence enables multiplatform production and distribution and reinforces the relevance of media institutions. The RTV Slovenija case study highlights the practical application of this model, emphasizing both cultural challenges and strategic opportunities, and demonstrating that editorial integration is a key instrument for strengthening the role and legitimacy of public service media in the digital era.

DOI: https://doi.org/10.59295/sum11(6)2025_11

THE DIMENSIONS OF ARTIFICIAL INTELLIGENCE IN THE 21ST CENTURY

USM ADMIN — 2025-12-26

The modern human is influenced by the evolution of technologies and the continuous expansion of artificial intelligence (AI). This article aims to analyze the dimensions of AI in a century marked by significant technological progress. We highlight a series of useful AI programs that facilitate the performance of various tasks, including text and presentation generation, as well as the improvement of audio, video, and design quality. At the same time, the study emphasizes the impact of these technologies on professional and creative practices, underscoring the need for the responsible use of AI tools in line with the trends of contemporary society. The scientific approach provides an overall perspective on the integration of AI into processes within the creative industries.

DOI: https://doi.org/10.59295/sum11(6)2025_12

PREVENTING BURNOUT IN MEDIA WORK. STRESS MANAGEMENT STRATEGIES

USM ADMIN — 2025-12-26

The study analyzes the phenomenon of burnout in the media, a syndrome that is increasingly prevalent among journalists, producers, and content creators, caused by high stress, tight deadlines, heavy workloads, pressure to perform, and exposure to traumatic situations. These manifestations – emotional exhaustion, depersonalization, and reduced personal accomplishment – are ubiquitous in journalism, where interactions with victims of crises amplify the psychological impact, according to a systematic Australian study. In our scientific approach, we highlight aspects of burnout at the local level, in the Republic of Moldova, but also internationally. The conclusions of the scientific analysis emphasize that burnout is systemic, affecting the quality of journalism, but preventable through integrated strategies: psychological support, legal protection, security, and proactive interventions. The study recommends evidence-based approaches for a resilient environment, promoting mental health as a priority in the media industry.

DOI: https://doi.org/10.59295/sum11(6)2025_13

INFORMATION PARADIGM AND GEOPOLITICS: ASPECTS OF INTERACTION

USM ADMIN — 2025-12-26

The article is devoted to the relationship between the media and geopolitics at the contemporary stage, when technological progress comes to speak in all areas of human activity. Namely the collaboration between these two entities, accelerated by the new communication technologies, has lately led to the emergence and affirmation in the practice of reflecting the international life of the information paradigm in geopolitics. The new paradigm has left its mark on the media activity in the Republic of Moldova, which in the last years, supported a lot of changes. Based on the author’s investigation undertaken, the author developed recommendations and highlighted the perspectives of research on the impact of information on geopolitical processes.

DOI: https://doi.org/10.59295/sum11(6)2025_14

THE HUMAN, THE GOD, AND THE ALGORITHM: THE MORAL DILEMMAS OF SUPERINTELLIGENCE

USM ADMIN — 2025-12-26

The article explores the moral dilemmas generated by the emergence and development of artificial superintelligence, analyzing the relationship between humans, technology, and fundamental ethical values. Starting from the idea that algorithms are no longer mere technical tools but active agents in the process of communication and reality construction, the study examines the philosophical and moral implications of automated decisions. It argues that superintelligence redefines the informational space and social relations, challenging human freedom, responsibility, and dignity. In a world dominated by algorithms, philosophy and ethics become indispensable for ensuring a balance between technological progress and the common good. The conclusion emphasizes the role of the human as a guardian of meaning and the need for digital education centered on critical thinking and civic awareness.

DOI: https://doi.org/10.59295/sum11(6)2025_15

PLAGIARISM AND COPYRIGHT IN ONLINE JOURNALISM

USM ADMIN — 2025-12-26

The digitalization of editorial processes is reconfiguring the production and circulation of content, with direct effects on copyright protection. The migration of journalistic activity to the online environment has increased the risk of unauthorized appropriation of content and has made it more difficult to identify the perpetrators of such practices. Although digital tools and an applicable regulatory framework exist, plagiarism continues to undermine professional integrity and the credibility of media institutions. This situation calls for strengthening prevention, monitoring, and sanctioning mechanisms, coupled with the development of an ethical culture in newsrooms. Ongoing training of journalists, clear internal procedures, editorial auditing, and the systematic use of similarity detectors can reduce violations. Active involvement of media institutions in promoting compliance with copyright, complemented by collaboration with professional organizations and authorities, is essential to reducing plagiarism and maintaining a responsible, transparent, and credible media space.

DOI: https://doi.org/10.59295/sum11(6)2025_16

VIRTUAL COMMUNICATION – THE NEW DIMENSION OF PUBLIC COMMUNICATION

USM ADMIN — 2025-12-26

Virtual communication is a recent phenomenon that appeared along with the rapid development of informational technologies, which has significantly expanded the possibilities of communication in general. It is mediated by digital technology, requiring the use of computers, mobile phones or other electronic devices connected to the internet. Virtual communication often involves multimodality, combining various forms of expression, described below, to convey meaning in a richer and more nuanced way. Virtual interactions can be classified according to synchronicity. An important feature of virtual communication is the possibility of anonymity, which can significantly influence the linguistic behavior of users. These unique characteristics create a linguistic environment distinct from face-to-face communication, with its own constantly evolving norms and conventions. Virtual communication, with all its practically unlimited possibilities, has opened new perspectives for public communication, which is of particular importance in the interaction between citizens and public administrations at various levels.

DOI: https://doi.org/10.59295/sum11(6)2025_17