<abstract>
<title style='display:none'>Abstract</title>
The research presented in this paper examined the structure and consistency of the digital brand identity of the fast-fashion brand Zara. The research was based on the content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s Instagram page. The analysis of Zara’s digital brand identity was divided into two parts: on the one hand, the communicative aspects of the brand site and the Instagram page were examined to verify the conditions of the digital brand experience, and, on the other hand, the structure and consistency of the brand identity on all three digital platforms were considered. Among the brand identity elements, mission, values, personality, and offers were present on all three digital platforms, while the competence element was mostly absent. This gap calls into question the credibility of the brand identity, which in turn makes it difficult for Zara to become a strong brand. Zara’s digital brand identity has proven to be consistent towards customers but incomplete towards employees and other stakeholders.
</abstract>

The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study

<abstract>
<title style='display:none'>Abstract</title>
For a long time, fashion was only a novelty, an aesthetic pleasure, a means of individual self-expression, a possession (Veblen 1899), and a means of separation (Simmel 1904). In the last more than thirty years, following a change of attitude, fashion has also become interpretable as a medium of social activism. It no longer seeks to shape only wearable products and the style of their wearers but also the world (Fuad-Luke 2009). This essay interprets the career of British fashion designer Katharine Hamnett and her 1984 media scandal as the starting point for a shift in attitude, when fashion and social engagement became organically linked and dress became a means of bringing social and ecological issues into focus, beyond itself. Drawing on case studies, the essay explores the changing narrative around clothes, raising current issues such as the importance of using organic cotton as a raw material, the role of the active citizen, the limits of growth, or the meanings constructed by marketing. Although Hamnett’s work has received undeservedly little discussion, she has an undeniably important role to play in changing this narrative. Today, thanks to her activist design, social responsibility has become a fundamental principle in branding. We can never talk about fashion in the same way as before Hamnett.
</abstract>

The Legacy of Katharine Hamnett’s T-shirts. Fashion as Activism

<abstract><title style='display:none'>Abstract</title>
In Lippmann’s media interpretation, attention plays a central role. Already at the beginning of the 20th century, the author realizes that to understand the operational characteristics of mass media, it is essential to learn about the nature of consumer attention. Lippmann was one of the first researchers to discover that without examining attention, we cannot understand the patterns of persuasion or political, social, and cultural influence, and the peculiarities of media economy. Thus, in his work <italic>Public Opinion</italic>, published in 1922, he devoted a distinct chapter, entitled <italic>Time and Attention</italic>, to this topic. Lippmann’s legacy lives on with us in this sense as well. With the advent of digital media, new possibilities for exploiting attention appeared, and tracking the characteristics and changes of these is also of great importance in contemporary media research. The following study focuses on the institutionalization of the digital attention economy, and within it deals with influencer agencies as the newest segment of the media and cultural industry.
</abstract>

Influencer Agencies: The Institutionalization  of the Digital Attention Economy

<abstract>
<title style='display:none'>Abstract</title>
The present study is an attempt at mapping the Romanian society’s attitudes towards sustainable fashion. Our analyses are based on the European Commission Eurobarometer 92.4 (2019) data relevant for Romania. We have looked into ten Likert-type variables focused on consumer attitudes regarding sustainable fashion. As a first step, we created a sustainable-fashion attitude scale, followed by an exploratory factor analysis (EFA) aimed at investigating the inner structure of the variables. Thereafter, we employed a linear regression analysis in a bid to answer the question as to which are the variables that account for commitment to sustainable fashion in Romania. Inter alia, our results suggest that positive attitudes towards sustainable fashion are most enhanced by awareness about environmental issues and sensitivity to environmental protection in general and are weakened most significantly by poor financial situation measured in terms of difficulty in paying the bills.
Besides gathering information on environmental protection from traditional media (the press), relying on Internet sources in this respect also increases support for the transition to a more environmentally conscious textile industry. Our analysis touches upon research limitations such as the attitude–action gap.
</abstract>

Attitudes towards Sustainable Fashion in Romania

<abstract>
<title style='display:none'>Abstract</title>
The article focuses on fashion consumption patterns emerging from prominent TV series that have created generational fandoms. Three series (<italic>Sex and the City</italic>, <italic>Girls</italic>, and <italic>Euphoria</italic>) representing the three most important generations (Gen X, Gen Y, Gen Z) present in contemporary US society and global popular culture highlight the most mainstream contemporary fashion attitudes. Based on a deductive approach-based thematic analysis with focus on the semantic role of the dress played in the visual narrative, the research considers how fashion is used in building characters and their fashion- and clothing-culture-related values. The analysis concludes that the most important features of the generational fashion attitudes are as follows: materialist individualism for generation X, irony and anti-fashion for generation Y, and psychological coping mechanism for generation Z.
</abstract>

Exhausting Beauties, Fashion Faux Pas, and Sartorial Rights. How Fashion Shaped the Self-definition of Gen X, Y, Z? A Case Study of <italic>Euphoria</italic>, <italic>Girls</italic>, and <italic>Sex and the City</italic>

<abstract><title style='display:none'>Abstract</title>In the present article, I am shortly reviewing some aspects which can be regarded as important in considering the hijab a fashion phenomenon. The social media provides us with various images in which the hijab is presented as a form of fashionable accessory, it is adapted to various modern outfits. The literature on such fashionable takes of the hijab assesses that they can be interpreted as statement messages about women’s empowerment. On the other hand, such adaptations also speak about the emergence of various subcultures about Muslim youth, which in accordance with the global sameness of youth are using social media in order to send messages and connect with each other. After a brief presentation on the role of bottom-up diffusion of fashion innovations, I am reviewing, <italic>grosso modo</italic>, two representations of the hijab: the hijab as a religious symbol and the hijab as a (fashion) manifesto about women’s empowerment.</abstract>

Hijab(istas)—as Fashion Phenomenon. A Review

<abstract><title style='display:none'>Abstract</title>
<italic>Magyar Társadalomtudományi Szemle</italic> (<italic>MTSZ</italic>), i.e. <italic>Hungarian Review of Social Sciences</italic>, was published between 1908 and 1918, and it was the highest-toned journal of contemporary Hungarian conservative sociology. At that time, in the last years of the Austro-Hungarian Monarchy, one of the most pressing social issues was the nationalities question: what rights belong to non-Hungarian-speaking nationalities living in the territory of the Kingdom of Hungary? This question was answered by two schools of tender-aged Hungarian social science. In general, liberal-left sociologists following Western scientific patterns believed that the language and cultural rights of national minorities need to be expanded. Conservatives, on the other hand, called for a restrictive policy to maintain the territorial integrity of the Kingdom of Hungary. The analysis of the authors and writings in favour of the extension of rights has been completed (Litván 1978, 2006; Litván–Szücs 1973). Conservative sociologists who support the restriction, however, have so far received almost no attention in the history of sociology. In this writing, I would like to fill this gap. After the short institutional presentation of contemporary conservative sociology, I will focus on their central journal, <italic>MTSZ</italic>. I will analyse the articles in which the authors have taken a position on the nationalities question. I argue that the articles published in the <italic>MTSZ</italic> have primarily addressed the nationalities question as a political and demographic issue. Therefore, I will describe these two types of writing. (Beyond that, some articles focused on social theory, culture, or education when writing about the rights of non-Hungarian-speaking minorities.) My basic question is how those aspects of the nationalities question appeared in <italic>MTSZ</italic> and how those all create a specific political store of knowledge. If we get answers to this, not only will we shed light on one of the forgotten but exciting schools of early Central European social science, but perhaps the history of the first quarter of the 20th century will also be better understood.
</abstract>

“Hungarian Supremacy Cannot Be Debated”. Hungarian Conservative Sociologists on the  Nationalities Question (1908–1918)

<abstract><title style='display:none'>Abstract</title>
This article attempts to draw a general outline of comparative Central and Eastern European sociology. It focuses on the year 1918, when the Great War ended, and it explores the background and continuation of the (re)birth of sociology. The study is justified by the fact that the history of the national schools of sociology has been approached in correlation with Western centres, and therefore a regional approach is needed. First, the study differentiates between countries that were allied to the victorious powers in the First World War and countries that lost the war, between countries where sociology gained momentum and countries where science suffered. In the countries that were at an advantage – Czechoslovakia, Poland, Romania, and Serbia –, sociology was at very different stages of institutionalization, but it registered significant progress until the 30s. The countries that lost – Bulgaria, Russia, and Hungary – were not only more weakened after the war but also plagued by revolutions, civil wars, and retaliations; they were not a fertile ground for sociological production. Apart from Russia, it is only in the 1930s that sociology started to considerably develop in these countries. The article does not only compare the status of sociology in the seven countries, but it also explores the evolution of the relationships between them. After an understandable dependence on the Western academic centres, there was the possibility for a regional identity to form.
</abstract>

A Sociological Panorama after the Great War.   A Central and Eastern European Comparatist Attempt

<abstract><title style='display:none'>Abstract</title>
This text outlines the journey and achievements of the Gusti Cooperative, a research group with deep roots in the work of Professor Zoltán Rostás in the field of oral history. Established in the early 2000s, the Cooperative emerged from Rostás’s initiative to offer an alternative and complementary history of the Sociological School of Bucharest. Comprising Rostás, his Ph.D. students, and a network of friends, the Cooperative primarily focuses on social history and the history of Romanian sociology. Their work revolves around oral history interviews, documentation, and the publication of otherwise inaccessible documents from the interwar period. Despite maintaining an informal status and lacking a conventional organizational structure, the Cooperative has made significant contributions to the field of Romanian sociological research over the past two decades. Their most notable work involves the retrieval and publication of forgotten pages from the history of Romanian sociology, including anthologies, correspondences, and unpublished documents.
</abstract>

The Gusti Cooperative. Two Decades of Social  History Experiments

<abstract><title style='display:none'>Abstract</title>
Hungarian sociography describes society and social problems in an easily understandable way. Sociographic writings do not neglect the political purpose, which creates a specific knowledge about the society within a limited public. Despite the heterogeneity of the genre, the central element of sociographic work is the critique of the dysfunctionality of the existing social system, urging social change. Sociography has not had the conditions to become a science. It remained an area on the border of politics – science – literature. All three at once; however, neither of them. The problem of the institutionalization of sociography means that its importance can be determined through the examination of its task.
Burawoy’s theory on public sociology argues that the knowledge of society expressed in scientific language needs to be adapted to the common language. Based on the characteristics of Hungarian sociography, the main goal is to adapt Burawoy’s approach on public sociology to sociography. This article presents the peculiarities of Hungarian sociographic knowledge production and transmission during the 20th century and attempts to place sociography in Burawoy’s system.
</abstract>

The Peculiarity of Sociographic Knowledge in Hungary

<abstract><title style='display:none'>Abstract</title>
This research is intended as an in-depth study of the contexts favouring the development of organizational and scientific cooperation practices, as well as of the contexts favouring the emergence of organizational competition and conflict practices within the Gustian School. I will follow how the respective practices emerged and consolidated within the abovementioned sociological school. I will also discuss the organizational climate and how internal conflicts were managed in the school. Using this approach, I intend to explore and elaborate upon the directions already inaugurated by Zoltán Rostás in his research on the organizational development of the Gustian School.
</abstract>

Conflict and Cooperation within the  Monographic Collective

Levente Székedi: Limitele Supravieţuirii – sociologia maghiară din Transilvania după 1945  [Limits of Survival – Hungarian Sociology in Transylvania after 1945]

<abstract><title style='display:none'>Abstract</title>The professional staff in human service institutions are often required to spend considerable time in intense involvement with other people. Frequently, the staff–client interaction is centered around the client’s current problems (psychological, social, and/or physical) and is therefore charged with feelings of anger, embarrassment, fear, or despair. Solutions for these problems are not always obvious and easily obtained, thus adding ambiguity and frustration to the situation. For the helping professional who works continuously with people under such circumstances, the chronic stress can be emotionally draining and poses the risk of burnout. Extensive literature highlighted that healthcare professionals’ work is relentlessly overloaded, emotionally overwhelming, escalating their private life, and thus favoring burnout development. In the present research, there was found a significant difference (p &lt; 0.001) between the burnout level (Maslach HSS) of staff working in state hospitals and staff working in private hospitals. None of the other differences were significant: age (p = 0.155), gender (p = 0.083), work experience (p = 0.480), and job (p = 0.015).</abstract>

Evaluating the Level of Burnout among Healthcare Professionals

<abstract><title style='display:none'>Abstract</title>Health-related attitudes can be modified and supported most effectively at young ages. Young generations require more interpersonal and interactive pedagogical methods in programs engaged in health promotion, as well. The aim of the authors was to get an insight into a relatively novel pedagogical method, called peer education. This multilateral activity is focusing the procedure on attitudes, experience, and motivation of youngsters in connection with health promotion programs and community service work. In this article, the authors describe 1) the theory, origin, and principal influences of peer education compared to traditional teaching methods and 2) the new, efficiency-oriented and science-based methodology of health education program.</abstract>

Health Education – Responsibility – Changing Attitude. A New Pedagogical and Methodological Concept of Peer Education

<abstract><title style='display:none'>Abstract</title>Relying on an interview-based research carried out in the Szeklerland region (Romania), the present study investigates the social embeddedness patterns of innovative agricultural initiatives existing in rural areas. The analysis covers three areas: structural embeddedness patterns of local scale, practical initiatives strengthening social embeddedness, and ideas of innovative actors on their future role within the local community. The innovative agricultural actors included in the analysis are local agents who attempt to position themselves and their activities on a local scale amidst diffuse and constantly changing conditions. The specific forms of embeddedness under scrutiny here indicate that innovative actors and practices form part of the local community mostly on the structural level, functionally making their presence felt to a lesser extent.</abstract>

Embeddedness or Marginalization? Aspects for Analysing the Local Embeddedness of Innovative Agricultural Enterprises in Szeklerland

<abstract><title style='display:none'>Abstract</title>The article discusses the analysis of the available resources in the <italic>Pro Educatione Network of Adult Education and Training</italic>. The study unveils the provided human resources, economic potential, organizational capacities and relationships as well as the surplus by the network of the 15 adult education organizations. The results show that networking brings access to different resources for network members. Half of the network member organizations affirm intense relationships, i.e. they often call for the collaboration of network member organizations for their adult education and training programmes, and significant co-creation activities are taking place. Despite the fact that several network member organizations have limited resources for the operation of adult education, they achieve significant efficiency; in other words, they can reach out to a considerable number of adult learners through their education and training programmes. The analysis identified passive, moderately active, and very active network members. It also identified areas with deficits in networking.</abstract>

Collaboration and Networking in Adult Education and Training. A Case Study

<abstract><title style='display:none'>Abstract</title><italic>Deborah Lupton: Digital Health. Critical and Cross-Disciplinary Perspectives</italic> London–New York: Routledge, 2018</abstract>

Deborah Lupton: Digital Health. Critical and Cross-Disciplinary Perspectives

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Acta Universitatis Sapientiae, Social Analysis

The Journal of Sapientia Hungarian University of Transylvania

 Acta Univerisitatis Sapientiae Social Analysis publishes original studies focused towards the analysis of various social phenomena and processes. We encourage the submission of both theoretical...

 Acta Univerisitatis Sapientiae Social Analysis publishes original studies focused towards the analysis of various social phenomena and processes. We...

Acta Universitatis Sapientiae, Social Analysis

The Journal of Sapientia Hungarian University of Transylvania

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