Медийна среда и медийни изследвания. Сборник от международния семинар “Media Environment and Media Research - Methodologies, Meta-analysis, Trends”, проведен на 29-30 април 2025 г.
Media environment and media studies. Proceedings from the international seminar “Media Environment and Media Research - Methodologies, Meta-analysis, Trends”, held on April 29-30, 2025.
Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (Editor), Iva Ivanova (Editor)
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication; media; challenges; media studies
Summary/Abstract: This electronic volume gathers selected papers from the international seminar Media Environment and Media Research – Methodologies, Meta-analysis, Trends (Sofia University, 29–30 April 2025). Edited by Vesselina Valkanova, Nikolai Mihailov, and Iva Ivanova, the collection maps current debates and empirical findings on Bulgaria’s media ecosystem, placing local dynamics in a broader European context. Contributions span media ethics and regulation; metadata and the shift from Google-centric to AI-centric digital spaces; methods and applications of meta-analysis; visual journalism in regional online media; audience and newsroom transformations; the European Media Freedom Act in Bulgarian law; challenges to quality journalism; regional civic journalism; mediatization of the “K-wave”; AI in media research; and the cultural mission of public service media. The opening chapter outlines the mission of the newly established Media Survey Center at the Faculty of Journalism and Mass Communication (FJMC), Sofia University, including an ongoing national programme of systematic monitoring and meta-analysis of the media environment. This publication was made possible with the financial support of the Scientific Research Fund at the Ministry of Education and Science under contract No. KP-06-N75/6 dated December 7, 2023, from the competition "Fundamental Scientific Research - 2023."
- E-ISBN-13: 978-619-7567-34-2
- Page Count: 194
- Publication Year: 2025
- Language: English, Bulgarian
Meta-analysis and research on the environment, audiences, and journalism. Goals and research of the Media Survey Center
Meta-analysis and research on the environment, audiences, and journalism. Goals and research of the Media Survey Center
(Meta-analysis and research on the environment, audiences, and journalism. Goals and research of the Media Survey Center)
- Author(s):Vesselina Valkanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:7-18
- No. of Pages:12
- Keywords:meta-analysis; research; environment; audiences; journalism
- Summary/Abstract:The main objective of the project we have undertaken at Sofia University is to create and develop research databases dedicated to the media environment in Bulgaria. These databases are already being created, stored, and updated to serve as a resource for researchers, journalists, scholars, observers, and analysts, providing a more comprehensive picture of the issue. At the same time, we strive to create a network of researchers, journalists, and scholars, and, by organizing and conducting annual studies of the media environment in Bulgaria, not only for the purposes of the project but also in the long term, to attempt to engage in an annual meta-analysis of researchers’ interpretations in various publications.
Етични аспекти на медийната регулация
Етични аспекти на медийната регулация
(Ethical aspects of media regulations)
- Author(s):Nikolai Mihailov
- Language:Bulgarian
- Subject(s):Philosophy, Social Sciences, Media studies, Ethics / Practical Philosophy, Communication studies
- Page Range:19-30
- No. of Pages:12
- Keywords:media; regulation; self-regulation; freedom; professional morality; responsibility; professional ethics; publicity
- Summary/Abstract:Regulation as a phenomenon denotes the striving to seek and maintain some state of stability, predictability, and reciprocity of a given system, including the media system. Regulation also means some form of management and control, carried out by certain institutions, which is implemented through regulatory requirements and relevant sanctions. Media regulation is often defined as self-regulation, as this concept is understood as the striving for objectivity and reliability of the information disseminated by the media, and compliance with legal provisions regarding the professional conduct of journalists, which they autonomously choose to comply with. The emphasis of the article is mainly on the moral side of regulation, i.e. not so much on the institutional form of control over the media, but on the personalities of media professionals, on their concepts of dignity, honor, freedom, truth and responsibility in the profession, on the moral norms or principles by which they are guided in their professional choices and actions.
Дебатът за подходящото правно средство за преследване на обидата и клеветата
Дебатът за подходящото правно средство за преследване на обидата и клеветата
(The debate over the appropriate legal tool for prosecuting insults and defamation)
- Author(s):Efrem Efremov
- Language:Bulgarian
- Subject(s):Social Sciences, Law, Constitution, Jurisprudence, Media studies, Communication studies, EU-Legislation
- Page Range:31-40
- No. of Pages:10
- Keywords:insult; defamation; right to freedom of expression; European Court of Human Rights
- Summary/Abstract:Decriminalizing insult and defamation is complex and requires careful consideration. Bringing the rules and practices related to defamation into line with the practice of the European Court of Human Rights is a multifaceted task requiring the efforts of the legislature, the judiciary, and the media. The legislature is obliged to take into account the consensus within international organizations on the decriminalization of defamation and to ensure that the defamation law is of high quality, so that citizens can foresee the consequences of a given action and regulate their behavior accordingly. The laws must also include the necessary procedural safeguards to ensure adequate protection for the exercise of the right to freedom of expression.
Медийното значение на алгоритмите
Медийното значение на алгоритмите
(The media significance of algorithms)
- Author(s):Simeon Vasilev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:41-51
- No. of Pages:11
- Keywords:media; journalism; artificial intelligence; algorithms; digital transformation
- Summary/Abstract:AI represents one of the dimensions of the media and digital transformation of society. The scale of the changes associated with AI creates not only technological, economic, legal, political, and ethical challenges, but also enormous media challenges. Despite the enormous media potential of algorithms, the media industry is deeply concerned about their impact on journalism and especially on news reporting. In order to eliminate contradictions not only in communication between humans and machines, but also to clarify the essence of media applications of artificial intelligence, it is necessary to update the terminology. The article argues about the media and cultural significance of algorithms, which raises fundamental questions. These questions require philosophically informed answers in order to highlight the importance of humans with their intelligence, spirituality, and culture.
Медийни наративи за изкуствения интелект (резултати от проучване на онлайн медиите в България)
Медийни наративи за изкуствения интелект (резултати от проучване на онлайн медиите в България)
(Media narratives about artificial intelligence (Results of a survey of online media in Bulgaria))
- Author(s):Iliana Pavlova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:52-62
- No. of Pages:11
- Keywords:artificial intelligence; AI; narrative; online media; journalism
- Summary/Abstract:The article presents the results of a study of the dominant narratives about artificial intelligence (AI) in Bulgarian online media. Through content analysis, the study identifies key themes, sentiments, and framing techniques used by Bulgarian media during the period 1.02.-31.03.2025 when covering artificial intelligence. The results show that artificial intelligence is presented as a transformative technological advance, but also as a potential threat to society. Most of the narratives focus on innovation, economic potential, education, and global competitiveness, while issues such as ethical risks, data privacy, and workforce displacement receive relatively less attention.
Metadata. The shift from Google-centric to AI-centric digital spaces
Metadata. The shift from Google-centric to AI-centric digital spaces
(Metadata. The shift from Google-centric to AI-centric digital spaces)
- Author(s):Justine Toms
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:63-74
- No. of Pages:12
- Keywords:Metadata; Artificial Intelligence; Information Retrieval; Semantic Web; Generative AI; Digital Spaces; Algorithmic Curation; Knowledge Graphs; Search Engines
- Summary/Abstract:Metadata, the foundational descriptor of digital content, has long served as the main key of information retrieval and indexing in internet systems, and even in the era before. In the time of Google-centric digital spaces, metadata primarily supported keyword-based search engines that indexed vast quantities of web pages for human query interpretation. However, with the rise of generative artificial intelligence (AI), digital spaces are undergoing a paradigmatic shift toward AI-centricity. This transition alters how metadata is generated, interpreted, and utilized. This article examines the evolving role of metadata in this transition, contrasting static, human-authored metadata with dynamic, AI-generated semantic structures. The paper explores the implications for information architecture, privacy, algorithmic transparency, and the emergence of knowledge synthesis engines. In AI-centric environments, metadata is no longer merely descriptive but becomes an integral part of cognitive frameworks that enable machines to understand, contextualize, and even create knowledge.
Отмяна на шестата конституционна реформа на съдебната власт: Медиен отзвук от решение №13/2024 на Конституционния съд
Отмяна на шестата конституционна реформа на съдебната власт: Медиен отзвук от решение №13/2024 на Конституционния съд
(Repeal of the sixth constitutional reform of the judiciary: Media coverage of constitutional court decision No. 13 ot 2024))
- Author(s):Irina Garkova
- Language:Bulgarian
- Subject(s):Social Sciences, Law, Constitution, Jurisprudence, Media studies, Constitutional Law, Communication studies
- Page Range:75-83
- No. of Pages:9
- Keywords:constitution; judicial reform; media
- Summary/Abstract:The article examines the media portrayal of the consequences for the judicial system stemming from the most recent amendment and supplement to the current Constitution of the Republic of Bulgaria, voted on by Parliament on December 20, 2023. It analyzes publications related to the changes in the chapter “Judicial Power” and the associated Constitutional Court Decision No. 13 of July 26, 2024. Based on the shortcomings reported in the media for each of the six constitutional reforms of the judiciary, two persistent problems are highlighted, whose resolution has not been achieved in 20 years through any of the constitutional amendments. These are the integrity of the personnel body of the judiciary—the Supreme Judicial Council (SJC)—and the so-called untouchability of the Prosecutor General. The latest legislative attempt at reform in this direction was also repealed following a constitutionality review of the provisions.
Designer’s perspective on visual content in the media environment
Designer’s perspective on visual content in the media environment
(Designer’s perspective on visual content in the media environment)
- Author(s):Maya Stoyanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:84-92
- No. of Pages:9
- Keywords:visual communication in media; digital media design; interactive content; ethical visual storytelling; cross-cultural design
- Summary/Abstract:This article explores the evolving role of visual content in the contemporary media environment through a designer’s lens. In an age marked by digitisation, media convergence, and globalisation, visual content transcends its aesthetic origins to become a strategic tool for communication, knowledge structuring, and social engagement. The study adopts an interdisciplinary methodology, integrating theories from visual communication, cognitive psychology, and media studies, and supports its analysis with empirical case studies. Key themes include interactivity, immersive experiences, parameterisation, and ethical design practices. The article highlights how audiences have shifted from passive consumers to active co-creators of visual media, raising new challenges around visual literacy, cultural sensitivity, and ethical responsibility. It argues that design mediates between data, meaning, and experience, shaping perception and fostering trust. Ultimately, the article calls for a global-local synthesis in visual design, advocating for inclusive, culturally aware, and ethically grounded practices that respond to the demands of a dynamic digital ecosystem.
Visual journalism in Bulgarian regional online media – meta-analysis
Visual journalism in Bulgarian regional online media – meta-analysis
(Visual journalism in Bulgarian regional online media – meta-analysis)
- Author(s):Yotka Pancheva
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:93-106
- No. of Pages:14
- Keywords:journalism; visual journalism; visual communication; multimodal communication; dispositive analysis
- Summary/Abstract:This article presents a comprehensive meta-analysis of the current state and professional contradictions of visual journalism in regional online media in Bulgaria. It synthesizes findings from a national empirical survey conducted in 2024 and an observational content analysis of 150 regional news websites. The study identifies five major contradictions concerning the recognition, institutionalization, compensation, ethical practice, and training of visual journalists. While multimedia skills are widely perceived as essential among journalists, the findings show minimal structural support or dedicated roles in regional media. The analysis also reveals disparities in training access across demographic groups and significant ethical challenges arising from the delegation of visual tasks to untrained generalists. The article contributes original insights into the Bulgarian media environment, highlighting a systemic undervaluation of visual journalism despite its rhetorical importance. The study calls for educational reform, targeted policy action, and stronger professional standards to support the integration of visual journalism in regional newsrooms.
Conflicting narratives: How the media creates positive and negative portraits of civil society in Bulgaria
Conflicting narratives: How the media creates positive and negative portraits of civil society in Bulgaria
(Conflicting narratives: How the media creates positive and negative portraits of civil society in Bulgaria)
- Author(s):Iva Ivanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:107-119
- No. of Pages:13
- Keywords:civil society; media framing; foreign agents law; democratic resilience; media monitoring; narratives; public perception; local CSOs
- Summary/Abstract:This article examines how civil society organizations (CSOs) in Bulgaria were represented in the national and local media in 2024, against the backdrop of two polarizing legislative initiatives: the amendment to the Law on Pre-school and School Education and the introduction of a draft Law on Foreign Agents. Drawing on a year-long media monitoring project for the members of the biggest network of CSOs in Bulgaria, Citizen Participation Forum (CPF), the study reveals the existence of conflicting media narratives that alternately legitimize and stigmatize the role of CSOs. While local coverage remains largely neutral or supportive, national-level representation around politically charged topics tends to frame CSOs as foreign-influenced and ideologically deviant. The article analyzes these patterns through the lens of framing theory and proposes strategies for narrative resilience and communication legitimacy in fragile democracies.
Европейският акт за свободата на медиите в българското законодателство: очаквания и отложени реформи
Европейският акт за свободата на медиите в българското законодателство: очаквания и отложени реформи
(The European act on media freedom in Bulgarian legislation: Expectations and postponed reforms)
- Author(s):Petar Zhelev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:120-127
- No. of Pages:8
- Summary/Abstract:The Media Freedom Regulation represents the European Union's most comprehensive and up-to-date vision of the media market. And despite the undeniable positive conditions it creates, efforts are needed from the Bulgarian legislature, and not only, to bring about a significant improvement in the media sector in our country. Among the positive prospects it offers are a modern interpretation of the concept of "media service," stricter regulation of so-called "state advertising," greater diversity of audience measurement operators, special assessments of concentrations in the media sector, etc. However, the Bulgarian National Assembly has not taken any measures to modernize media legislation, the updating of which has been expected for years in other areas as well.
Съвременни предизвикателства пред качествената журналистика
Съвременни предизвикателства пред качествената журналистика
(Contemporary Challenges to Quality Journalism)
- Author(s):Daniela Trencheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:128-141
- No. of Pages:14
- Keywords:journalism quality; disinformation; media pluralism standards; freedom of speech
- Summary/Abstract:The analysis focuses on the contemporary challenges facing quality journalism. It traces the influence of political, economic, technological, and social factors on media practices in European Union member states. The research aims to determine whether modern threats to professional journalism—such as the rise of so-called “citizen journalism,” economic crises, and global disinformation—necessitate the adoption of new standards or the adaptation of existing ones. The evolving nature of journalistic standards is discussed in the context of the EU member states’ obligation to create a favorable environment for journalists’ work and safety, as well as to promote media pluralism and freedom of expression. The analysis finds that new conditions and risks impose additional requirements for achieving journalistic quality. It is intended to support the development of a current model for high-quality journalism.
Битка за читателско внимание: анализ на най-четените новинарски заглавия на bTV Новините
Битка за читателско внимание: анализ на най-четените новинарски заглавия на bTV Новините
(The battle for readers’ attention: analysis of the most read news headlines on bTV News)
- Author(s):Mityo Marinov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:142-153
- No. of Pages:12
- Keywords:online media; journalism; hard news; soft news; readers’ attention
- Summary/Abstract:Internet users receive information easily, quickly, and everywhere, and online media are in constant competition with each other for readers’ attention. For the media, a large audience is important for financial survival and advertising revenue. Therefore, the question arises of how attractive but reliable news can attract readers. In this article, we analyze the most-read news stories over three years from one of Bulgaria’s largest and most reputable media outlets, btvnovinite.bg. The 36 news stories show a particular tendency for readers’ attention to be attracted mainly by hard news of a criminal nature.
Фокус към регионалното: Предизвикателства и перспективи пред гражданската журналистика
Фокус към регионалното: Предизвикателства и перспективи пред гражданската журналистика
(Focus on the regional: challenges and prospects for citizen journalism)
- Author(s):Dilyana Toncheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:154-165
- No. of Pages:12
- Keywords:PEST analysis; citizen journalism; challenges; prospects
- Summary/Abstract:Defining circumstances with positive and risky prospects is a good way to establish the state of citizen journalism at the local level. After thorough observation, we formulated several challenges with emphasized political, economic, social, and/or technological specifics. For the purposes of this article, we analyze, predict, and assess the low public awareness of the importance of hyperlocal citizen journalism, which we believe is of paramount importance for the development of hyperlocal citizen journalism.
Медиатизацията на „Корейската вълна“ за глобална аудитория
Медиатизацията на „Корейската вълна“ за глобална аудитория
(The mediatization of the “Korean wave” for a global audience)
- Author(s):Simona Raykovska
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:166-177
- No. of Pages:12
- Keywords:mediatization; culture; audience; Korean Wave; audiovisual content; algorithms; digital distribution
- Summary/Abstract:The article examines the interactions between media and culture in a digital environment and what role the audience assumes in this exchange of information. The concept of the “Korean Wave” (Hallyu) is examined as a media phenomenon strategically targeting specific audiences at a regional and global level. Audiovisual content (television dramas, music, and films) is not produced only for the domestic market, but is created with a clear target orientation towards international audiences, especially towards young and digitally active viewers. Through digital platforms and the use of recommendation algorithms, this content reaches a global audience while at the same time adapting to pop culture trends. The mediatization of culture and its transformation into a media product for multiplatform distribution illustrates the specific communication practices of South Korea in transforming a regional product into a global phenomenon. The “Korean Wave” not only exports culture, but also has a carefully designed media model that combines local cultural identity with global communication practices aimed at building lasting connections with specific audiences. The study proposes a methodological communication model illustrating the dynamic interactions between culture, algorithms, and audiences that shape the way cultural media content is created and distributed in a digital environment and in a global context.
Изкуственият интелект в медийните изследвания: Нови възможности, методологични предизвикателства и етични граници
Изкуственият интелект в медийните изследвания: Нови възможности, методологични предизвикателства и етични граници
(Artificial intelligence in media studies: New opportunities, methodological challenges, and ethical boundaries)
- Author(s):Petya Stefanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:178-186
- No. of Pages:9
- Keywords:artificial intelligence; AI; media research; ethics; methodology; algorithms; biases
- Summary/Abstract:The article examines the role of artificial intelligence (AI) in contemporary media research, with a focus on the new opportunities it offers for processing and analyzing large volumes of media content and audience data. It explores the transformative impact of AI-based analytical tools through a systematic literature review and a comparative analysis of methods employed in this field, including Natural Language Processing and Machine Learning. These techniques enable the identification of communication patterns, the tracking of public opinion dynamics, and the analysis of misinformation spread. Within this context, particular attention is given to methodological challenges related to algorithmic opacity (the “black box” problem), the validity of results, and the need for theoretical interpretation. Ethical considerations addressed include the protection of personal data and algorithmic biases. The article emphasizes the necessity of a balanced and responsible approach to applying artificial intelligence in media research, one that ensures sustainable and ethical scientific progress while safeguarding the public interest.
Обществената отговорност на медиите за достъп до култура. Разглеждане на подхода на Българското национално радио, програма „Христо Ботев“
Обществената отговорност на медиите за достъп до култура. Разглеждане на подхода на Българското национално радио, програма „Христо Ботев“
(The public responsibility of the media for access to culture. An examination of the approach of the Bulgarian national radio, “Hristo Botev” Program)
- Author(s):Martina Petrova-Kalpacheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:187-192
- No. of Pages:6
- Keywords:public responsibility; access to culture; Bulgarian National Radio; digitalization
- Summary/Abstract:Access to culture is examined as a central component of the public mission of the media. The Bulgarian National Radio and its „Hristo Botev” program are highlighted as an example of high-quality cultural content, sustainable partnerships, and strong regional engagement. Issues of accessibility, youth participation, and international cultural presence further enrich the understanding of their societal role. The analysis underscores that public media do not merely reflect cultural processes but actively shape them, serving as a driving force for democratization and social resilience.
