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COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES : International Scientific Conference of FJMC held on 27-28.10.2022 Cover Image

КОМУНИКАЦИЯТА И МЕДИИТЕ НА XXI ВЕК: ОБРАЗОВАТЕЛНИ И ПРОФЕСИОНАЛНИ ПРЕДИЗВИКАТЕЛСТВА : Международна научна конференция на ФЖМК, проведена на 27-28.10.2022 г.
COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES : International Scientific Conference of FJMC held on 27-28.10.2022

Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (Editor)
Subject(s): Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication; media; education; challenges
Summary/Abstract: This volume collects the reports from the Jubilee International Scientific Conference “Communication and the Media of the XXI Century: Educational and Professional Challenges”, organized by the Faculty of Journalism and Mass Communication on October 27 and 28, 2022. The Faculty of Journalism and Mass Communication celebrates the 70th- anniversary of the establishment of its bachelor and master programs in Journalism at Sofia University “St. Kliment Ohridski”. The academic education in journalism in Bulgaria started in the academic year 1952-1953 when the program of Journalism was established at the Faculty of Philology at Sofia University. Later, this program was transformed into a separate Faculty at Sofia University – the Faculty of Journalism and Mass Communication. The international conference entitled “Communication and the Media of the XXI Century: Educational and Professional Challenges” was organized and held with the assistance of the media partners – the Bulgarian National Radio and the Bulgarian News Agency, of the academic partners – the University of Vilnius, Lithuania, the University of Bucharest, Romania, the University of Nis, Serbia, the “Shota Rustaveli” University in Batumi, Georgia.

  • E-ISBN-13: 978-619-7567-15-1
  • Print-ISBN-13: 978-619-7567-15-1
  • Page Count: 420
  • Publication Year: 2023
  • Language: English, Bulgarian
Media and Communications. Research, Education and Development in the 21st Century.

Media and Communications. Research, Education and Development in the 21st Century.
(Media and Communications. Research, Education and Development in the 21st Century.)

  • Author(s):Vesselina Valkanova
  • Language:English
  • Subject(s):Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education
  • Page Range:7-10
  • No. of Pages:4
  • Keywords:media; communication; research; education
  • Summary/Abstract:At the beginning of the 21st century, the academic development of educational institutions especially universities faced many social challenges, and structural and educational transformations. Higher education institutions are undergoing radical transformations driven by the need to digitize education and training processes. The university system strives to overcome this situation to be competitive and continue to provide high-quality education in the context of digital transformation and technological innovation. In general, journalism and communication education is oriented towards teaching specific knowledge and skills, combined with practical training, very important for students‘ realization.
Aspects of Media Perception

Aspects of Media Perception
(Aspects of Media Perception)

  • Author(s):Milko Petrov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:13-18
  • No. of Pages:6
  • Keywords:topos; media; communication; reception; visual impact; social media; social nets
  • Summary/Abstract:After a critical review of the existing theoretical interpretations of the role of the elements in the communicative chain, already explicit in the writings of Lasswell, Schramm, and Merton, the article argues the introduction of the topos in the whole process of perception and interpretation of the media message. The specifics of the topos can enrich the perception of the media reality and can determine its further internalization in the minds and behavior of the individuals and the audience in general. There is a great difference when listening to and understanding the same message you are looking home TV monitor, in a noisy pub among fans of the opposing team, in an Arabic cafe, furiously chanting while bombing the Twin Towers in New York, or in the car with strangers hitchhikers, or lonely staying before he homecomputer. The study of the typology of these potential reactions will enable us to recognize more precisely and calculate the effectiveness of the media impact and reinforce its parameters.
Apolitics, Information, Mobilization

Apolitics, Information, Mobilization
(Apolitics, Information, Mobilization)

  • Author(s):Mihály Szilágyi-Gál
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:19-25
  • No. of Pages:7
  • Keywords:apolitica; information; radicalization; mobilization; media environment; news
  • Summary/Abstract:The relationship between political attitude, information, and mobilization deserves research attention. In the present attempt at typology whereas the joint presence of low media diversity and strong personal criteria of interpreting news correlates to a high degree of mobilization, the joint presence of a highly diverse media environment and the poor personal criteria of interpreting news correlate to a low degree of mobilization.
Visual Communication Online – Design Trends and Perspectives of Media in a Digital Environment

Visual Communication Online – Design Trends and Perspectives of Media in a Digital Environment
(Visual Communication Online – Design Trends and Perspectives of Media in a Digital Environment)

  • Author(s):Vesselina Valkanova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:26-33
  • No. of Pages:8
  • Keywords:online visual communication; trends; perspectives; media; digital environment; communication design
  • Summary/Abstract:The nature of visual communication and how the media addresses their audiences is changed from the functioning of the media in a digital environment. In the new user situation, the design is called to serve the reader’s control, independence, and freedom of use, therefore it is necessary to offer the contents in the most flexible form possible. It is pointed out in the article that communication design is a strategy forgiving certain forms of representation to all the functional changes that traditional journalism has undergone in recent years. In the end, it is concluded that designers because of and with technology will gain new, powerful, and expressive ways to build, share, and influence visions.
Disinformation on COVID‐19 and the war in Ukraine: shared narratives and channels of

Disinformation on COVID‐19 and the war in Ukraine: shared narratives and channels of
(Disinformation on COVID‐19 and the war in Ukraine: shared narratives and channels of)

  • Author(s):Ralitsa Kovacheva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:34-51
  • No. of Pages:18
  • Keywords:Ukraine; COVID‐19; disinformation; Russian propaganda; genocide; Nazism; bioweapons
  • Summary/Abstract:The article studies some of the leading disinformation narratives on COVID-19 and the war in Ukraine (2021-2022) and their dissemination channels. The study proves that the same disinformation narratives have been used to oppose the COVID-19 restrictions and vaccines and justify Russian aggression in Ukraine. The research focuses on three leading narratives: genocide/crimes against humanity committed, the policy of nazism/fascism conducted by the authorities, and biological weapons used/experiments performed on people. The study finds that the same actors spread disinformation on both issues using mainly, but not only, social media. The main focus of the dissemination study is on Bulgaria and Central and Eastern Europe, but it also includes examples from other EU countries. Although the official Russian state propaganda pushes these narratives, we find local adjustments and specifics due to specific motivations behind using these narratives. The findings are based on the research provided by six organizations: EUvsDisinfo, EUDisinfo Lab, European Digital Media Observatory (EDMO), #CoronaVirusFacts Alliance, SCIENCE + and Factcheck.bg.
Foreign Influence over Media in the Western Balkans

Foreign Influence over Media in the Western Balkans
(Foreign Influence over Media in the Western Balkans)

  • Author(s):Desislava Sotirova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:52-58
  • No. of Pages:7
  • Keywords:influence; media; Western Balkans
  • Summary/Abstract:Media freedom in Western Balkan countries has been restricted for years, and the authority of the journalistic profession has been systematically undermined. Apart from pressure from governments, and political and economic circles, the media in the region is also susceptible to foreign influences. The article analyzes the vulnerability of media in Western Balkan countries to third-party influence driven by cash flows. Prerequisites are presented that increase the possibility of direct intervention in editorial policy. Interference results in biased coverage, the spread of misinformation, or the formation of certain attitudes among the audience. Answers are sought to the questions: what are the motives of foreign governments to sponsor media and “causes” in the countries of the Western Balkans, what is the nature of the funding – secret or public?
Social Media and the Depp vs. Heard Legal Process

Social Media and the Depp vs. Heard Legal Process
(Social Media and the Depp vs. Heard Legal Process)

  • Author(s):Tsvetelina Dzhambazova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:59-69
  • No. of Pages:11
  • Keywords:social media; media coverage; Twitter; domestic abuse; disinformation
  • Summary/Abstract:The present article analyzes a new media phenomenon: a story coming from social media makes the headlines in traditional media. These are news, which became so popular in social media that journalists simply could not ignore them. This media phenomenon is illustrated through the defamation trial between the actors Johnny Depp and Amber Heard in the spring of 2022. On its own, this case goes beyond the typical celebrity legal battle and raises questions about the dissemination of disinformation in social media and about the repercussions of the legal decision as a possible precedent in domestic abuse cases. The article also reviews the role of the bot and fake accounts in sharing information about the two concerned parties in the legal process.
National Media Systems and Communication Strategies in the 21st c. The Case of South East Asia in the Context of Geocommunication

National Media Systems and Communication Strategies in the 21st c. The Case of South East Asia in the Context of Geocommunication
(National Media Systems and Communication Strategies in the 21st c. The Case of South East Asia in the Context of Geocommunication)

  • Author(s):Ivelina Vatova
  • Language:English
  • Subject(s):Media studies, Communication studies, Theory of Communication
  • Page Range:70-80
  • No. of Pages:11
  • Keywords:geocommunication; regionalism; nationalism; cosmopolitanism; national media systems; global holistic change; globalized status quo
  • Summary/Abstract:The geocommunication model is an innovative theoretical model in social science and relies on the perception and internalization of images in the flexible relationship between the World outside us and the World inside us in active persuasive communication in a dynamic, rapidly changing communication context. In this sense, geocommunication is a constant socialization-emancipating globally transformative process. The national media systems of the JIA countries are positioned in a wider and more complex systemic context as a structural element of the relevant communication strategy for the participation of the state as a subject of international communication and, therefore, an integral part of the national doctrine of development in the cosmopolitan world of the 21st century. The proposed text is part of a complex multifaceted study of the media images of countries from East, South, and Southeast Asia, unique to Bulgarian media studies, according to their national communication strategies, and was developed through an integral multidisciplinary methodology.
Медийният ден: експериментална хибридност в търсене на най-надеждното съдържание

Медийният ден: експериментална хибридност в търсене на най-надеждното съдържание
(The Media Day: Experimental Hybridity in Search of the Most Reliable Content)

  • Author(s):Lilia Raycheva, Mariyan Tomov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:83-93
  • No. of Pages:11
  • Keywords:media diary; family; media usage; media literacy
  • Summary/Abstract:Modern families are characterized by heterogeneous media preferences, which are determined by age, gender, social status, cultural identity, etc. Hybridity is often observed in media usage depending on the content to achieve a more reliable information awareness. The study was undertaken within the framework of the MEDIADELCOM research project of the Horizon 2020 program, in which 14 EU member states are participating. The aim is to analyze the daily use of media among different members of the studied families. The methodology is based on semi-structured questionnaires in media diaries of 50 (N=50) students. The empirical material concerns basic aspects of media literacy, including the age and educational specifics of the respondents; for what purpose and what type of media users use; temporal aspects of media use; which media respondents trust, including during an election campaign, etc. The information obtained is analyzed and summarized to be analytically compared with the results of other participating countries in MEDIADELCOM.
Журналистика и търсещи машини – влияние, тенденции, инструменти

Журналистика и търсещи машини – влияние, тенденции, инструменти
(Journalism and Search Engines – Influence, Tendencies, Tools)

  • Author(s):Ivan Valchanov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:94-102
  • No. of Pages:9
  • Summary/Abstract:Search engines, in which Google is the dominant player, are increasingly influencing professional journalism. Search engines are a platform for distributing content, a source of information, and a means of reaching an audience. Google‘s tools and initiatives, as well as the skills to work with them, are a key factor in the work of the modern journalist, who must be technologically adequate in his professional daily life. The purpose of this paper is to present the directions of influence of search engines on modern journalism and the possible interactions between them.
Визуална комуникация и перцептивна роля на изображенията и аудио-визуалното съдържание в съвременните онлайн медии

Визуална комуникация и перцептивна роля на изображенията и аудио-визуалното съдържание в съвременните онлайн медии
(Visual communication and perceptual role of images and audiovisual content in the modern online media)

  • Author(s):Iveta Yordanova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:103-112
  • No. of Pages:10
  • Keywords:visual communication; visual perception; image; audio-visual content; online media
  • Summary/Abstract:Visual communication occupies an increasingly central place in journalism and media communication. This leads to the need to look at the visual elements and images, beyond the problems of the art. Within the report are presented the specifics of the images and audio-visual content as part of the overall visual composition of online media the characteristics thanks to which they contribute to the communication process and the successful transmission of the message to the recipients. The theoretical part of the study summarizes the scientific data about visual communication and visual perception. In the practical part of the research, the author presents data from content analysis of publications in 3 Bulgarian online media websites, which aims to investigate what type of visual content is used and what its role in the perception is. The observation is intended to confirm the hypothesis that images and audio-visual content dominate online media publications.
Предизвикателства и нови възможности в обучението по визуална комуникация и медиен дизайн във висшето образование

Предизвикателства и нови възможности в обучението по визуална комуникация и медиен дизайн във висшето образование
(Challenges and New Opportunities in Visual Communication Education and Media Design in Higher Education)

  • Author(s):Maya Stoyanova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Education, Media studies, Communication studies, Higher Education
  • Page Range:113-119
  • No. of Pages:7
  • Summary/Abstract:The potential and possibilities of innovative approaches, strategies, and methodologies in the teaching of disciplines such as visual communication, graphics, communication, and media design in the university course of study will be explored. Challenges related to technological and software requirements, accessibility, restrictions, and the level of necessary information literacy of users will also be considered. The purpose of the research is to present the general picture of visual communication and media design education in higher education today, as well as to pay attention to the problems and challenges, as well as to reflect the new trends and opportunities resulting from the permanent technological innovations, dynamically developing and expanding the interdisciplinary scientific field of visual communication and design, with a reflection on the educational process of these disciplines.
Мобилната журналистика и концепцията за „Нов курс“ в журналистиката

Мобилната журналистика и концепцията за „Нов курс“ в журналистиката
(Mobile Journalism and the Concept of a “New Deal” in Journalism)

  • Author(s):Valery Marinov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:120-128
  • No. of Pages:9
  • Keywords:mobile journalism; public service media; democracy; “New Deal for journalism”; digital transformation
  • Summary/Abstract:The concept of a “New Deal” in journalism” takes its cue from President Roosevelt‘s “New Deal” for America‘s economic recovery and offers a new vision for how journalism can meet the challenges of the 21st century. The basic idea is to forge a new relationship between the state and society – on the one hand and independent quality journalism on the other – so that the Fourth Estate can live up to its mission and functions. Mobile journalism is one of the most dynamic sectors of journalism, at the intersection of audiovisual and digital media. This report examines the place of this type of journalism in the emerging new global framework for media development that is the vision of a “New Deal” for journalism”.
Приложение на ASR на български език за публикуване на преки репортерски включвания в интернет издания

Приложение на ASR на български език за публикуване на преки репортерски включвания в интернет издания
(ASR App in the Bulgarian Language for Publishing Live Reporter Inclusions in Online Editions)

  • Author(s):Ventsislav Vassilev
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:129-146
  • No. of Pages:18
  • Keywords:online journalism; ASR, AI in media; Natural language processing (NLP); Speech-to-text (STT); voice recognition
  • Summary/Abstract:The following research studies current Automatic speech recognition (ASR) software in the Bulgarian language and its practical use in media production for decrypting live broadcasts. Several live broadcasts from Bulgarian National Radio are transcribed by AI and humans alike. After that, professional editors compared both texts according to several criteria – time to decrypt; accuracy in grammar, and word recognition. A comparison was made about what time it takes a professional web editor to adapt human and AI-generated text. Yet another comparison is made to determine if using AI decryptions and not human labor does indeed save time when these live reports are to be published on a media website.
Culture and Identity in the Russo-Ukrainian War of 2022

Culture and Identity in the Russo-Ukrainian War of 2022
(Culture and Identity in the Russo-Ukrainian War of 2022)

  • Author(s):Svetlozar Kirilov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:149-159
  • No. of Pages:11
  • Keywords:Russia; Ukraine; Kievan Rus; identity politics; Eurasianism
  • Summary/Abstract:The publication examines identity politics in Ukraine and in Russia based on their presentation in the Ukrainian news agencies Ukrinform and UNIAN and the Russian news agencies RIA-Novosti and TASS.
Digital Transformation Challenge of Transversal Competencies of Information Society: The Case of the National Library of Lithuania

Digital Transformation Challenge of Transversal Competencies of Information Society: The Case of the National Library of Lithuania
(Digital Transformation Challenge of Transversal Competencies of Information Society: The Case of the National Library of Lithuania)

  • Author(s):Saulė Jokūbauskienė
  • Language:English
  • Subject(s):Social Sciences, Media studies, Library and Information Science, Library operations and management, Electronic information storage and retrieval, Communication studies
  • Page Range:160-168
  • No. of Pages:9
  • Keywords:Digital Transformation; Transversal competencies; information society; Library
  • Summary/Abstract:Information society in our days displays digital transformation from both individual and organizational perspectives which explores the challenge of creation and the need for transversal competencies to fit into changing world and state policies within strategic intelligence decisions in upcoming years. The aim of the paper is related to strategic objectives emerging within public discourse in the case of the National Library of Lithuania determining the relation of public communication to strategic guidelines emerging during the process of such communication and collaboration and other important key transversal competencies. Information society in our days displays digital transformation from both individual and organizational perspectives which explores the challenge of creation and the need for transversal competencies to fit into changing world and state policies within strategic intelligence decisions in upcoming years. The aim of the paper is related to strategic objectives emerging within public discourse in the case of the National Library of Lithuania determining the relation of public communication to strategic guidelines emerging during the process of such communication and collaboration and other important key transversal competencies
The COVID-19 Pandemic as a Trendsetting Factor for the Book Publishing Industry

The COVID-19 Pandemic as a Trendsetting Factor for the Book Publishing Industry
(The COVID-19 Pandemic as a Trendsetting Factor for the Book Publishing Industry)

  • Author(s):Georgi Alexandrov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:169-181
  • No. of Pages:13
  • Keywords:book publishing; book consumption; book market; digitalization; online sales; COVID-19 pandemic
  • Summary/Abstract:The paper examines the trends in the book publishing industry that have been set or accelerated by the COVID-19 pandemic within the two years of 2020-2021. The territorial span covers the United States and the key European book markets in Germany, The United Kingdom, France, Italy, and Sweden. The main objective of the research is to examine the long-term impact of the pandemic on book publishing. The methodology consists mainly of the empirical investigation of market data. The paper verifies the hypothesis that the pandemic has not only accelerated the digitalization of the book industry but has also reaffirmed the sustainability of the print book format.
Advertising: In Search of a Definition. A Critical Review

Advertising: In Search of a Definition. A Critical Review
(Advertising: In Search of a Definition. A Critical Review)

  • Author(s):Nikola Vangelov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:182-192
  • No. of Pages:11
  • Keywords:advertising; PR; marketing communications; technological evolution
  • Summary/Abstract:Advertising is a term that most people have heard and are aware of what it means. However, theory and practice have constantly been making attempts at defining it throughout the years of its theoretical existence. Like society, advertising has also evolved. So has its definition. It is mainly due to its constant efforts to adapt to the ever-changing human needs and desires. Of course, the term is just a word and it would not have been able to progress had it not been for the constant efforts of practitioners and theorists. The methodology uses content analysis to outline some of the most distinguished definitions of the term. In particular, it examines two studies by Jef Richards, which use the Delphi method to reach a plausible definition. In the end, the author comprises a working definition that generalizes the key elements of advertising while proposing a new understanding of some.
Пропагандата и дезинформацията в медиите на XXI век – постигната цел или нерешим проблем

Пропагандата и дезинформацията в медиите на XXI век – постигната цел или нерешим проблем
(Disinformation and Propaganda in the Media of the 21st Century – a Goal Achieved or an Unsolvable Problem)

  • Author(s):Aneta Milkova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:193-202
  • No. of Pages:10
  • Keywords:propaganda; disinformation; fake news; information chaos
  • Summary/Abstract:The article aims to present two key concepts in public communications within the context of developing social relations and information technology – propaganda and disinformation. The hypothesis is that propaganda and the making of public opinion are directly related, which in turn enables the delegation of civil rights to leaders of opinion. The article also considers the socially destructive consequences of systemic and prolonged exposure to disinformation. The article also introduces the concept of information chaos, which is the result of the process of disinformation of citizens and consists of considerable behavioral changes.
Алтернативните медии в интернет – формиране на нова професионална перспектива

Алтернативните медии в интернет – формиране на нова професионална перспектива
(The Alternative Media on the Internet – Forming a New Professional Perspective)

  • Author(s):Maria Popova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:205-214
  • No. of Pages:10
  • Keywords:alternative media; journalism; journalism theory; internet; virtual man
  • Summary/Abstract:The changes that are taking place in the essence of journalism as a social and professional activity are caused by the mixing of the practice of professional and citizen journalists, the ability of media products to be distributed through a variety of media and digital channels, by the audience’s commitment not only to consume them through the multiple technological devices but also personally to participate in their creation. The traditional norms of what journalism is and what its functions, meaning, and influence are the subject of continuous metamorphosis. The new types of journalism increase in the social, professional, and empirical fields of media production. The journalism theory is enriched, and the analysis of specific models and professional standards is stimulated. The familiar notion of journalism as centralized around news production is expanded and it allows the description of new practices, which have been assessed as peripheral, hybrid, and alternative. The journalism research evaluates new media practices produced by alternative media or those in the field of specialist journalism. The journalists in such start-up media have a sense of the mission of their activity, of being at the forefront of technological, social, and cultural transformations in society, of forming a community culture of exchange between them as content creators and their audience as consumers, but also as participants in the content creation, verification, and distribution. Such media can be evaluated as the “agents of media innovation” in relation not only to the professional and social standards in journalism but also to the influence that technology and social environment have on the contemporary virtual man.
Еволюционна динамика на българската медийна екосистема (2000 – 2020)

Еволюционна динамика на българската медийна екосистема (2000 – 2020)
(Evolutionary Dynamics of the Bulgarian Media Ecosystem (2000 – 2020))

  • Author(s):Lora Metanova, Neli Velinova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:215-224
  • No. of Pages:10
  • Keywords:media convergence; media ecosystem; social networks; social media
  • Summary/Abstract:The study aims to trace the dynamics in the modern media ecosystem based on collected and classified databases and research for the period 2000 – 2020 regarding media consumption in Bulgaria, media and digital literacy, and public trust in the media. The task is to highlight the trends in the development of the Bulgarian media environment. The findings are included in the comparative analysis of the MEDIADELCOM research project of the Horizon 2020 Program, in which 15 EU member states participate. The tendency of the audience to look for short, easily digestible audiovisual information is highlighted. More and more people are relying on social networks to stay informed, and the smartphone is becoming the primary device for accessing and sharing news. The difference in terms of media consumption depending on age is clear – stagnant people prefer traditional media, while young people look for alternative sources of information. These and other processes are driving the evolution of media into “multimedia” and contribute to contribute to the promotion of the media convergence.
Transformations of Journalism in Bulgaria Viewed by the Media Researchers (2000 – 2020)

Transformations of Journalism in Bulgaria Viewed by the Media Researchers (2000 – 2020)
(Transformations of Journalism in Bulgaria Viewed by the Media Researchers (2000 – 2020))

  • Author(s):Nadejda Miteva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:225-234
  • No. of Pages:10
  • Keywords:media research; media transformations; market conditions; journalistic competences; monitoring capabilities
  • Summary/Abstract:Since the beginning of the 21st century, intensive processes of transformation have been taking place in the Bulgarian media environment under the influence of new digital technologies and new economic models of production and consumption of media content. The article “Transformation of Journalism in Bulgaria through the Eyes of Media Researchers (2000-2020)” examines the available research devoted to the media and journalism in Bulgaria in the first two decades of the century, from the perspective of availability, diversity, and accessibility of sources of information, research and expert capacity, representativeness, the relevance of the data and conducted research, as well as the possibility of continuity and continuity of the monitoring of the researched processes. The overview of the existing media-related publications in the period 2000-2020 allows for highlighting some risks for the media, journalism, and research units in Bulgaria.
Социокултурни ефекти от свиването на тиражите на печатните медии

Социокултурни ефекти от свиването на тиражите на печатните медии
(Socio-Cultural Effects of Shrinking Circulations of Print Media)

  • Author(s):Panayot Stefanov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:235-244
  • No. of Pages:10
  • Keywords:print media; press; circulation; reading; attention; democracy
  • Summary/Abstract:The article ”Socio-cultural effects of shrinking circulations of print media” with author Panayot Stefanov researches the socio-cultural effects of the transition of the public from traditional to new media in the conditions of the digital turn. The main hypothesis of the text is that the outflow from the press and the growing consumption of the internet are two interrelated but not necessarily reciprocal processes. Through a comparative analysis between two mirror national media landscapes – Finland and Bulgaria – and a comparison with the culture and reading habits, the report substantiates the dependence between the quality of the media and political indicators in the two countries and in modern information society in general.
ТВ ПАНЕВРОПА+ или липсващото лице на Европейския съюз

ТВ ПАНЕВРОПА+ или липсващото лице на Европейския съюз
(Pan-European TV EUROPE + Channel or the Missing Audio-visual Face of the EU)

  • Author(s):Ivo Draganov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:245-248
  • No. of Pages:4
  • Keywords:TV; European Union; communication
  • Summary/Abstract:The development of the information society, the convergence between media, telecommunications, and high technologies, and the digitization of radio and television provide new opportunities for communication, mutual acquaintance, and the creation of a new television territory that will unite people in Europe, present their cultural diversity, break down barriers of prejudices built up over centuries.
Отразяване на руската инвазия в Украйна от световните медии (24 февруари – 2 март 2022 г.)

Отразяване на руската инвазия в Украйна от световните медии (24 февруари – 2 март 2022 г.)
(The Mainstream Media Discourse in the First Week of the Ukrainian War (24 February 2022 – 2 March 2022))

  • Author(s):Svetlana Stankova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:251-271
  • No. of Pages:21
  • Keywords:media coverage; war; interpretation; activism; media message
  • Summary/Abstract:As Lippmann says in his famous book ”Public Opinion” one hundred years ago, the media construct the pictures inside our heads for everything that is ”out of reach, out of sight, out of mind.” The choice of words and phrases made by the media forms images, messages, and attitudes that not only influence public opinion but also construct a reality, a mediated reality. And for international events, this reality often remains the only one to all who cannot be direct witnesses, much less participants in them. The subject of this study is the coverage of the full-scale attack on Ukraine in 2022 by the mainstream Western world media. The scope of the study includes the first seven days of the war – from February 24, 2022, to March 2, 2022. The object of the study is interpretive publications (communication units) related to the Russian invasion of Ukraine by two media, published on their websites during the first week of it. The media – The New York Times and Daily Mail, are selected according to the traffic to them, measured by Serpstat – Rank in global internet traffic, as of March 1, 2022. The empirical base includes all three hundred and eighty-six interpretive communication units published by the two media outlets in the specified period. The methods for data processing and interpretation of the empirical base are documentation, monitoring, discourse analysis, interpretive, and rhetorical analysis.
Медийно отразяване на политически и икономически кризи в България

Медийно отразяване на политически и икономически кризи в България
(Media Coverage of Political and Economic Crises in Bulgaria)

  • Author(s):Vyara Ivanova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:272-281
  • No. of Pages:10
  • Keywords:political crisis; economic crisis; media coverage
  • Summary/Abstract:The report presents an analysis of media reflection on the deepening political and economic crises in Bulgaria. The media are an important factor in crises. They have responsibilities stemming from the fact that the way they reflect reality and form the public‘s opinion about the ongoing political and economic processes has a significant impact on them. The analysis answers the question of to what extent the media are aware of these responsibilities and whether they contribute to the deepening of negative processes. Publications in four media were studied over six months (January 2022-June 2022). A content analysis of 3754 publications related to the topics of crises in politics and economics was conducted.
Предизвикателства пред медийната комуникация на социални каузи

Предизвикателства пред медийната комуникация на социални каузи
(Challenges for Media Communication of Social Causes)

  • Author(s):Zarina Vasileva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:282-293
  • No. of Pages:12
  • Keywords:prosocial behavior; social causes; charity; media; communication
  • Summary/Abstract:The media have considerable resources to induce prosocial behavior. It is in their power to provide information, arouse interest, and provoke necessary action. Are media making effective use of these resources for social cause success? What are the effects of social cause communication and what challenges does the media face?
(Не)възможният разговор за войната: Предизвикателства в академичното обучение след руската инвазия в Украйна

(Не)възможният разговор за войната: Предизвикателства в академичното обучение след руската инвазия в Украйна
(The (Im)possible Communication of the War: Challenges in Academic Education after the Russian Invasion in Ukraine)

  • Author(s):Lora Simeonova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Education, Media studies, Communication studies, Higher Education
  • Page Range:294-307
  • No. of Pages:14
  • Keywords:war; Ukraine; education; university; media literacy
  • Summary/Abstract:Could the war be rationalized, discussed, or analyzed within university halls? Has the Bulgarian Alma mater provided adequate answers to the media and communication students’ reasonable questions after the Russian Invasion of Ukraine? How does the worldwide number-one topic influence academic lectures? The report is based on a study amongst 58 second-year Journalism, Public Relations, and Book-Publishing students from the Faculty of Journalism and Mass Communication of Sofia University. The results of the questionnaire show that discussions at university are a significant “compass” for future media and communication specialists in troubled times. War has been turning into a“thin red line” during the classes of the summer semester in 2021/2022. Nevertheless, the majority of the students confess that they would benefit if the topic is even more widely discussed – especially in the field of media literacy, media ethics, and journalism practice.
The Political Metaphors for the War in Ukraine in the Morning Block of NOVA TV “Hello, Bulgaria” through the Prism of Ideological Discourse

The Political Metaphors for the War in Ukraine in the Morning Block of NOVA TV “Hello, Bulgaria” through the Prism of Ideological Discourse
(Политическите метафори за войната в Украйна в сутрешния блок на Нова телевизия „Здравей България“ през призмата на идеологическия дискурс)

  • Author(s):Nadelina Aneva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:308-321
  • No. of Pages:14
  • Keywords:Ukrainе; war; conceptual metaphor; morning show; New television
  • Summary/Abstract:Metaphors play a bigger role in our lives than we realize. Our system of thinking and acting is metaphorical, as argued by George Lakoff and Mark Johnsen. In this article, the war in Ukraine, reflected in the Bulgarian media, in particular on Nova TV, is considered as a system of conceptual metaphors that give value and ideological orientation. Because of the singular perspective on the war on television, instead of a clash of metaphors, I find a phenomenon that I have called “the dance of metaphors.” The manipulative potential of political metaphors is drawn from interpretive genres. It is directly related to the ideological discourse, as according to Chilton, (1987) the place of metaphorization is on the positive pole of ideological discourse, and of euphemization – on the negative one.
На границата с войната: противодействие на дезинформацията в Република Молдова

На границата с войната: противодействие на дезинформацията в Република Молдова
(On the Border with War: Countering Disinformation in the Republic of Moldova)

  • Author(s):Olga Kolar
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:322-332
  • No. of Pages:11
  • Keywords:disinformation; propaganda; war; mass media; social media; law; Republic of Moldova
  • Summary/Abstract:The report deals with the problem of countering and fighting disinformation, the scale of which has significantly increased in recent years. The author focuses on the changes that have taken place in this area in the Republic of Moldova since the start of the so-called special military operation of Russia on the territory of Ukraine in February 2022. The material analyzes the disseminated disinformation narratives in the context of the war and migration crisis that arose against this background, examines the specifics of the communication policy of the Moldovan authorities, as well as the reaction to disinformation by official state institutions and professional mass media organizations and journalism community. Particular attention is paid to legislative changes and important processes are underway in the field of information verification and improving journalists’ professional competencies and responsibility. The country’s only fact-checking platform, StopFals, certified by the independent International Fact-Checking Network Poynter, has entered into a partnership with META to combat disinformation and misinformation on Facebook and Instagram.
Нова ера в образованието: Футуристична визия за трансформираното училище

Нова ера в образованието: Футуристична визия за трансформираното училище
(A New Era in Education: Futuristic Vision for the Transformed “School”)

  • Author(s):Greta Dermendjieva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Education, Media studies, Communication studies, Higher Education , Distance learning / e-learning
  • Page Range:333-342
  • No. of Pages:10
  • Keywords:Education; Transformed “School”; Media
  • Summary/Abstract:At the end of the 20th and the beginning of the 21st century, media technologies reached a level of development capable of liberalizing traditional education. The knowledge gained from conventional education and investment in computer and communication innovations has boomeranged back to reform and made the learning process even more effective. In this report, a typology of forms of education is offered, vividly illustrating the evolution of techniques, methods, means of learning and teaching, and in general – the futuristic (from a modern perspective) idea of the transformation of “school” in its highest sense.
Методи за справяне на бизнеса с кризата от COVID-19

Методи за справяне на бизнеса с кризата от COVID-19
(Methods for Businesses to Deal with the COVID-19 Crisis)

  • Author(s):Bogomila Koleva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:345-358
  • No. of Pages:14
  • Keywords:crisis; reputation; crisis management; managers; crisis culture; COVID-19
  • Summary/Abstract:The COVID-19 pandemic has put business organizations in front of a severe test to overcome the many negative consequences of the crisis, related to disruption of supply chains and suspension of activity in various sectors, which could lead to their destruction. Companies face severe challenges in ensuring the continuity of the production process and the provision of services. These new challenges require a quick and efficient response from management, which is undoubtedly based on the construction and implementation of an effective anti-crisis strategy. The purpose of this report is to build a link between theoretical and empirical knowledge about this process and to contribute to the improvement of the overall management activity in crisis conditions. The report‘s central thesis is that every business needs to be prepared to overcome crises long before they occur, as practice, unfortunately, shows that at some stage, their occurrence is inevitable. For this purpose, a methodology is presented that can significantly facilitate managers in their crisis management process.
Корпоративен и медиен имидж. Социалната ангажираност като предизвикателството за изграждането им

Корпоративен и медиен имидж. Социалната ангажираност като предизвикателството за изграждането им
(Corporate and Media Image. Social Responsibility as a Challenge for Their Building)

  • Author(s):Ina Kandeva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:359-367
  • No. of Pages:9
  • Keywords:image; corporate image; media image; image building; image elements; social responsibility; corporate strategy
  • Summary/Abstract:The image of a company is a complex factor that depends on many socio-psychological and, to a large extent, economic and managerial prerequisites. The basis of all this is good corporate communication and building a positive media image. For the corporate image to be built, complete, and functioning, several factors must be taken into account, one of which is the company‘s social responsibility. This article aims to strengthen the hypothesis that social commitment and corporate responsibility of a company are essential for building a good corporate image. An author‘s empirical research using the closed-type survey method is presented, in which the respondents‘ attitudes towards various factors that influence the construction of a positive corporate and media image are examined.
Типове копирайтинг текстове в потребителския интерфейс (UI)

Типове копирайтинг текстове в потребителския интерфейс (UI)
(Types of User Interface Copywriting Texts)

  • Author(s):Yordan Karapenchev
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:368-377
  • No. of Pages:9
  • Keywords:text; copywriting; UI; user interface; language
  • Summary/Abstract:The study of UI copywriting texts requires their categorization by type, depending on the various functions that they perform in the user interface. A scientific contribution of this study is the attempted typology of UI copywriting texts based on their dominant function. The functions of the texts are defined, following the work of R. Jakobson, while the components of the user interface largely follow those, described by A. Vinogradova. Based on this, a total of 8 different categories of texts are differentiated – texts with a denotative function, texts with an expressive function, and texts with an appellative function.
Кризисните комуникации на българското правителство в периода декември 2021 г. – юни 2022 г.

Кризисните комуникации на българското правителство в периода декември 2021 г. – юни 2022 г.
(Crisis Communications of the Bulgarian Government in the Period December 2021 – June 2022)

  • Author(s):Lyubomir Palev
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:378-387
  • No. of Pages:10
  • Keywords:crisis; crisis communications; government communications
  • Summary/Abstract:Crisis communication occupies a huge part of the public relations of state institutions in Bulgaria. Bulgarian governments have enjoyed traditionally low levels of trust since the beginning of the democratic path of development of the country. The digital era has further contributed to the creation and development of crises, and to a particular extent, this fact concerns the political field. The effectiveness of crisis communications is of paramount importance for the governance of the country. The implementation of agreed and effective strategic government communications in times of crisis represents a real challenge in modern conditions of the information and communication environment.
От кризисен PR към PR в ситуация на несигурност: отражение върху комуникационната индустрия

От кризисен PR към PR в ситуация на несигурност: отражение върху комуникационната индустрия
(From Crisis PR to PR in a Situation of Uncertainty: Implications for the Communications Industry)

  • Author(s):Mila Serafimova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:388-400
  • No. of Pages:13
  • Keywords:crisis PR; uncertainties PR; communications industry; global communication situation; global uncertainty; COVID-19; the war in Ukraine
  • Summary/Abstract:The communications industry faces the challenge of operating in an environment of global uncertainty. Crisis PR as theory and practice no longer provides answers to many of the questions facing communication professionals worldwide. We can evaluate this as a negative phenomenon, but also as a positive one, insofar as it will lead to new models of communication that are “more than crisis PR”. In the current situation, many of the crisis PR principles and practices seem not to take into account the complexity of parallel crisis phenomena, which mutually reinforce their effect, very often namely in the process of communication. The paper’s research focus is the dilemma facing the PR industry, which is related to its future – will it find new principles and models of working in an environment of uncertainty, going beyond the theory and practice of “just crisis PR” or the international organizations, governments and corporate organizations will reduce the levels, intensity, and scope of their communication?
PR дейности в дигиталната комуникация на бизнеса

PR дейности в дигиталната комуникация на бизнеса
(PR Activities in Digital Business Communication)

  • Author(s):Miroslava Tsenkova
  • Language:Bosnian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:401-409
  • No. of Pages:9
  • Keywords:PR activities; digital communication; digital toolkit; digitalization; digital PR model; business
  • Summary/Abstract:The accelerated introduction of digitalization in business has directed the attention of specialists to strengthening the online presence of organizations and intensifying activities in the electronic space. These efforts are key to building dialogue and interaction with audiences quickly and effectively. At the same time, the use of digital tools allows for more accurate and detailed tracking of opinions and comments on social networks, which in turn allows for a more accurate analysis of consumer attitudes and preferences, as well as for better getting to know the audiences. All this helps to build trust and shape long-term relationships with audiences in a highly competitive environment. The purpose of the publication is to outline the principles by which companies and their users share information and communicate with each other in the network. At the same time, the aim is to emphasize the importance of effective management of business PR activities, as well as to highlight the advantages and features of communication in the digital environment.
Уеб съдържанието на дигиталните маркетингови комуникации като семантичен капитал

Уеб съдържанието на дигиталните маркетингови комуникации като семантичен капитал
(The Web Content оf Digital Marketing Communication As Semantic Capital)

  • Author(s):Teodora Petkova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Media studies, Communication studies
  • Page Range:410-417
  • No. of Pages:8
  • Keywords:web content; semantic capital; digital marketing communication; World Wide Web
  • Summary/Abstract:The complexity of the communication scenario on the World Wide Web calls for considering interdisciplinary conceptualizations of web content and analyzing its multifaceted nature as a phenomenon of the networked society. Towards that end and for a theoretical rethinking of web and digital marketing communication artifacts, this paper presents and analyzes the concept of semantic capital. The paper argues that the conceptualization of digital marketing communications as a creation of semantic capital can serve effective marketing communication grounded in a continuum of meaningful interactions between the brand and its stakeholders.
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