Kултурна среда - семейна среда - медийна среда
Cultural Environment - Family Milieu - Mass Media Environment

Summary/Abstract: The article presents the results of a study carried out and employing two basic research approaches: the one using the methodology "traditionally inherent" in an ethnographic/ethnological study, which features comparative historical analy¬sis (abstract logical and specifically situational) of elements of the traditional Bul¬garian culture and its manifestations in our present day. The second approach uses a method comparatively new to the researcher, which may be referred to (in the working variant of the concept) as inquiry probing, using the opportunities provided by the contemporary mass media. During a total of 70 broadcasts of the Horizont Programme of the Bulgarian National Radio, the author conducted an inquiry among listeners from all over Bulgaria who had called in on subjects, se¬lected in advance and dealing with traditional practices and customs (making up irrational and rational models of behaviour), associated with pregnancy, the rais¬ing and bringing up of children in a family milieu. The main conclusions drawn by the investigation at this stage are the following: i. The methodology selected en¬ables the researcher to successfully record ethnological data. 2. The family is the main agent in the two fundamental processes, i. e. the socialisation and the ethnic cultivation of the individual from an early age. Cultural models of behaviour, eth¬nically specific for the Bulgarian ethnic community, are shaped in the family mi¬lieu. They are manifested in the media environment and from there they have been subjected to ethnological analysis.

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