Das geschäft mit der zukunft. Verfahren der rezipientenzugewandtheit in der textsorte horoskop. Deutsch und rumänisch im vergleich
The business of the future. Methods of audience engagement in the text genre of horoscopes. German and Romanian in comparison

Author(s): Doris Sava
Subject(s): Language and Literature Studies, Literary Texts, Theoretical Linguistics, Comparative Linguistics
Published by: Biblioteca Ştiinţifică a Universităţii de Stat Alecu Russo
Keywords: Horoscope; zodiac sign “Gemini”; strategies of the recipient's attention; German; Romanian
Summary/Abstract: Numerous websites and portals offer current daily, weekly, monthly, or yearly horoscopes that include predictions for various areas of life and point out potential challenges. The article does not aim to assess horoscopes, popular among a mass audience, as "commercial ventures," but rather to provide insight into the identifying factors of this polyfunctional text type and into selected strategies for reader engagement in an interlingual comparison of German and Romanian. This approach suggests credibility and enables identification with general predictions. The horoscope as a mass media text type implies a focus on a heterogeneous audience and a orientation towards the needs of the readership, which necessitates the inclusion of multiple-addressing and reader-oriented strategies as a genre-specific feature. Only internet horoscopes that contain predictions for the zodiac sign "Gemini" from the current year are considered.

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