Комуникационни ситуации на четенето: Обстоятелства и алтернативи
Communication Situations of Reading: Status Quo and Alternative Scenarios

Summary/Abstract: Reading is a complex cognitive process, a principal cultural technique of the modern age, and the foundation of all literacies. Digitization has irrevocably changed not only the written word and the ways we read and communicate, but also the way communication experts and opinion leaders deliver the topic of books and reading and build their image in the media. Recognizing the vital importance of reading competencies on the development of individuals and societies, the image of reading and its presentation in mainstream and social media are a central topic. The paper offers a critical review of the communication situations of reading and sheds light on their key contextual makers in the Bulgarian context. We investigate the image of books and reading as created by social media influencers in virtual communities, оn the Bulgarian podcast scene, and in traditional media. The paper outlines trends and deficits and attempts to provide suggestions for strategic planning of communication situations that are comprehensive in terms of frequency and depth of the topic. Three major communication goals and their corresponding communication effects are proposed.

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