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The paper investigates the slogans released by political parties during the elections for the Romanian Parliament in 2016, by addressing the way they have been perceived by both political analysts and students enrolled in communication programs. We aim to see how two different target audience evaluate the slogans and how they refer to them. Also, we are interested to see what the students remember about the slogans after six months after the end of the campaign, in order to explore if their memories about the slogans had any connection with the political analysts comments made during the elections.

<p>The 20th century’s epistemological turn in social sciences (Denzin &amp; Lincoln, 1994; Punch, 2013) acknowledged the importance of qualitative research methods. The need for this turn was also pointed out by Habermas (1979), who noticed that the way data was collected in social sciences affected the analysis and data interpretation. Research gained a comprehensive character and proposed a phenomenological approach of reality (Guba &amp; Lincoln, 1994; Willig, 2008; Lindlof &amp; Taylor, 2011). Nowadays, we notice a “more confident community of scholars” whose earlier endeavors had “opened up the study of cultures, meanings, symbolic performances, and social practices” (Lindlof &amp; Taylor, 2002, p. xi).</p>

An great body of research has been carried out to study physician-patient communication and its impact on quality of care, patient satisfaction, treatment and health. Good physician-patient communication is proved to increase patient’s health. Most of the existent literature on the field has been done on younger patients and only a small part of the studies conducted took into consideration the older patients’ communication and relationship with their doctors. We depart from the idea that age has an important role in doctor-patient interaction, as age moderates the relationship between the style of interaction and patient satisfaction. This study aims to explore the physician-older patient communication by analyzing the way elders experience the relationship with the general practitioner. By doing so, the current study looks at the way elders perceive their relationship with the general practitioner and the level of their satisfaction. Elements like tone of voice, forms of address, topics, explanations given, motifs of the visit have been considered in the present study in order to explore de doctor-older patient communication.

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