Комуникации, медии и образование в парадигмата на новите технологии и изкуствения интелект. Международна научна конференция на ФЖМК, проведена на 24 – 25.10.2024 г.
Communications, Media, and Education in the Paradigm of New Technologies and Artificial Intelligence. International Scientific Conference of the FJMC, held on 24–25.10.2024
Contributor(s): Vesselina Valkanova (Editor)
Subject(s): Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education , Fake News - Disinformation, Hybrid Warfare
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communications; media; education; new technologies; artificial intelligence
Summary/Abstract: The volume “Communications, Media and Education in the Paradigm of New Technologies and Artificial Intelligence” collects the reports of the 5th International Scientific Conference held on October 24 and 25, 2024 in Sofia under the same title and organized by the Faculty of Journalism and Mass Communication at Sofia University “St. Kliment Ohridski” within the cycle of international conferences “Communications and Media in the 21st Century”, which bring together scholars and researchers from all over the world to discuss current issues of journalism, media and the training of communication specialists.
- E-ISBN-13: 978-619-7567-36-6
- Print-ISBN-13: 978-619-7567-35-9
- Page Count: 484
- Publication Year: 2025
- Language: English, Bulgarian
Changes, Opportunities, and Challenges Facing Media, Communications, and Education in a Digital Environment and under the Influence of Artificial Intelligence
Changes, Opportunities, and Challenges Facing Media, Communications, and Education in a Digital Environment and under the Influence of Artificial Intelligence
(Changes, Opportunities, and Challenges Facing Media, Communications, and Education in a Digital Environment and under the Influence of Artificial Intelligence)
- Author(s):Vesselina Valkanova
- Language:English
- Subject(s):Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education
- Page Range:11-15
- No. of Pages:5
- Keywords:higher education; media; journalism; artificial intelligence; AI
- Summary/Abstract:Contemporary higher education faces the privileges and risks of coexisting with the emergence of artificial intelligence as a key factor for a variety of social fields. With the rise of technological advancements and the increasing use of AI, there seem to be countless opportunities that significantly require a change in the direction of the new realities we find ourselves in this digital age. Therefore, it is unsurprising that AI will inevitably change the way higher education works.
Определяне на дневния ред в медиите чрез изкуствен интелект – свобода на политическите послания или контрол върху медийното съдържание
Определяне на дневния ред в медиите чрез изкуствен интелект – свобода на политическите послания или контрол върху медийното съдържание
(Agenda Setting in the Media Through Artificial Intelligence – Freedom of Political Messages or Control of Media Content)
- Author(s):Maria Popova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:19-33
- No. of Pages:15
- Keywords:Agenda Setting; media; artificial intelligence; policy
- Summary/Abstract:The Agenda Setting is among the leading media effects. Still, its influence is always considered in context, because the continuous study of the forms of media coverage of the various social or political campaigns shows that the media messages succeed only partially in changing audience expectations. Understanding the mechanisms by which the media construct public perceptions becomes even more complicated when media production and dissemination of political messages turn out to be dependent on the activity of artificial intelligence.
Изкуственият интелект – Франкенщайн или новият Прометей?
Изкуственият интелект – Франкенщайн или новият Прометей?
(The Artificial Intelligence – Frankenstein or the New Prometheus?)
- Author(s):Greta Dermendjieva, Lora Simeonova
- Language:Bulgarian
- Subject(s):Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education
- Page Range:35-51
- No. of Pages:17
- Keywords:algorithm; artificial intelligence; ChatGPT; LLMs; Turing test; prompt management; students
- Summary/Abstract:AI as an Exotic, AI as a “Crutch”, AI as an Enigma. How does the Bulgarian audience perceive artificial intelligence and adapt to its rapid integration into professional and personal life? Тhe study conducted among students from the Faculty of Journalism and Mass Communication at Sofia University St. Kliment Ohridski focuses on these problems. The empirical research reveals that AI has unequivocally entered daily life (90.9%), academia (68.2%), and professional life (26.1%). At this stage, the audience primarily engages with such applications out of curiosity (82%), but also views them as practical tools that save time (77%) and compensate for a lack of specific knowledge and skills (46.5%). Nearly 60% of respondents admit they often encounter AI-generated content, but alarmingly, every second person struggles to identify it. The most enigmatic aspect is texts – an experiment conducted by the research team shows that “ChatGPT” successfully passes the “Turing test” by creating short stories or social media announcements. These findings confirm that the unresolved issue of the ethical application of AI will increasingly challenge both academic and professional communities.
AI in Advertising: Creative Practices
AI in Advertising: Creative Practices
(AI in Advertising: Creative Practices)
- Author(s):Nikola Vangelov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:53-65
- No. of Pages:13
- Keywords:ad intrusiveness; advertising efficiency; artificial intelligence; banner blindness; online advertising
- Summary/Abstract:The purpose of the text is to explore some of the possibilities that artificial intelligence (AI) offers to increase the effectiveness of online advertising campaigns. The object of analysis is the creation of advertising content, with a special focus on personalized advertising formats. AI's ability to analyze information based on user behavior, as well as tools to optimize advertising campaigns, is also covered. Through the method of content analysis, the main aspects of online advertising effectiveness are analyzed, so that a proposition could be made regarding their integration aiming at razing ads visibility and thus making them more enjoyable to the consumer. The examples studied may lead to a better understanding of this relatively new and constantly evolving technology in the field of advertising. The results of the study may be useful both for consumers who want relevant and interactive advertising content and for organizations aiming to optimize advertising efforts and campaign effectiveness. The paper could be of interest to practitioners, academicians, and students in the field of marketing, advertising, sales promotion, and brand communication.
On the Usage of Artificial Intelligence in Regional Televisions of Europe – Concepts, Visions and Case Studies
On the Usage of Artificial Intelligence in Regional Televisions of Europe – Concepts, Visions and Case Studies
(On the Usage of Artificial Intelligence in Regional Televisions of Europe – Concepts, Visions and Case Studies)
- Author(s):Valery Marinov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:67-77
- No. of Pages:11
- Keywords:artificial intelligence (AI); CIRCOM; digital reality; journalism; television
- Summary/Abstract:The paper is focused on the usage of Artificial Intelligence (AI) by the regional broadcasters – members of CIRCOM, the European Association of Regional Television. The research is based on the organisation's annual conferences in the 5-year period 2019-2024. It studies the development of concepts on the application of AI in journalism as well as various approaches to the use of AI in the work of regional television across Europe. Subject of discussion are case studies which illustrate specifically the use of AI and more generally the use of AI in creation of media content as editorial product – on the one hand, and on the other – as means and opportunity for creativity at the disposal of various actors (equally creators with good intentions as well as not so well-intentioned authors) to produce audiovisual content for broadcast and digital (information, misinformation and misleading information).
Дигиталното неравенство и езиковите бариери при употребата на изкуствен интелект в борбата със синтетичната дезинформация в България
Дигиталното неравенство и езиковите бариери при употребата на изкуствен интелект в борбата със синтетичната дезинформация в България
(Digital Divide and Language Barriers in the Use of Artificial Intelligence to Counteract Synthetic Disinformation in Bulgaria)
- Author(s):Lora Petkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:79-95
- No. of Pages:17
- Keywords:AI detectors; artificial intelligence; digital divide; Journalism; synthetic misinformation
- Summary/Abstract:The use of intelligent systems to automate media operations has long been practiced. The potential and dangers of generative artificial intelligence have been the subject of discussions since its recent release. Concerns have been raised by experts about the possibility that the increasing quantity of artificial intelligence (AI)- generated content could lead to a situation known as the “liar's dividend, in which factual information is associated with conspiracy theories. International studies have sought a 'vaccine' to save the quality of information, but academics have identified two major obstacles: the digital divide among journalists and the monopoly of technology and media giants. This study focuses on media professionals in Bulgaria's skills to recognize and counteract synthetic misinformation, as well as the extent to which language barriers and the lack of multilingualism of AI-driven detectors pose a prerequisite for deepening digital inequality in non-English speaking countries.
Земеделието в комуникациите, медиите и образованието в парадигмата на новите технологии и изкуствения интелект
Земеделието в комуникациите, медиите и образованието в парадигмата на новите технологии и изкуствения интелект
(Agriculture in Communications, Media, and Education In the Paradigm of New Technologies and Artificial Intelligence)
- Author(s):Mirela Spasova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:97-108
- No. of Pages:12
- Keywords:agriculture; artificial intelligence; communications; education; farmer; media
- Summary/Abstract:Agriculture is one of the main pillars of economic development and the social fabric of any society. As technology advances, the topic of agriculture is gaining new importance in communications, media, and education. Integrating AI into agriculture and communications has the potential to revolutionize the way food is produced and delivered, while improving the sustainability and efficiency of agricultural practices. In my article, I provide examples of the implementation of artificial intelligence in agriculture. For its part, the media plays an important role in promoting and understanding new technologies in agriculture. They provide a platform for discussing innovations, their benefits, and challenges. However, the reality is that the topic of agriculture is not often on the agenda of the mainstream media. This only happens when there is a problem in the sector; for example, a protest, a food issue, or a curious food story. The room presents examples of how the topic of agriculture does not make the agenda of the media and society. The study also examines the inclusion of artificial intelligence in agricultural education. This can undoubtedly help future farmers and agronomists to be better prepared for the challenges of modern agriculture. The findings show that agriculture is rarely present or completely absent from communications, media, and education. This, in turn, harms the audience by depriving them of information about one of the most important economic sectors.
Зад кулисите на журналистиката: форми на журналистика на участието и изкуствен интелект
Зад кулисите на журналистиката: форми на журналистика на участието и изкуствен интелект
(Behind the Scenes of Journalism: Forms of Participatory Journalism and AI)
- Author(s):Polina Nalbantova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:109-118
- No. of Pages:10
- Keywords:active audience; AI; news production; participatory journalism; survey
- Summary/Abstract:Technological innovations are increasingly challenging the media to seek solutions to overcome the traditional one-way television model and include the active audience not only as a consumer, but also as a producer. Forms of participatory journalism are increasingly entering news production and generating content. Innovative technologies and artificial intelligence are also included to help journalism, although still mainly behind the scenes. To understand the new communication environment, it is important to clarify where and how they enter the journalistic process and what challenges and opportunities they open up for journalists. The use of new technological capabilities by professional communicators in Bulgaria has been studied, as well as forms of participatory journalism in the Bulgarian media, and in particular, the survey as an opportunity for citizen participation.
New Media Technologies as Challenges for the Development of (Not Only) Slovak Journalism
New Media Technologies as Challenges for the Development of (Not Only) Slovak Journalism
(New Media Technologies as Challenges for the Development of (Not Only) Slovak Journalism)
- Author(s):Sabína Gáliková Tolnaiová, Slavomír Gálik
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:121-136
- No. of Pages:16
- Keywords:new technologies; media ecosystem; development of journalism; paradigm of journalism; reconstruction of journalism education
- Summary/Abstract:The authors address the question of the nature of journalism in the context of technological developments in the media ecosystem, including its co-evolutionary social context. Against this backdrop, their aim is not only to uncover its current conditions, but more importantly to present an up-to-date reflection on its state, or rather its emerging paradigm. Also, to identify the task of reconstructing journalism education and its key elements with regard to the aforementioned state of journalism. The authors point to the formation of journalism from the perspective of its understanding in a broad sense (pluralistic, inclusive, and including the application of artificial intelligence as an actor). They assess the difficulty of the task of reconstructing journalism or educating journalists in relation to its changing conditions and requirements. They note the need for a certain radicality in it, in view of its new context given by the different configurations of technologies, actors, and practices developed by them. Last but not least, they remind us that any (radical) modification of its criteria in this context will not change the need and importance of personal reflection, common sense, and wisdom, and, last but not least, the maintenance of the moral integrity of journalists in their exercise of journalism.
Използване на метода на наблюдението в журналистически разследвания за институции за психично болни
Използване на метода на наблюдението в журналистически разследвания за институции за психично болни
(Using the Observation Method in Journalistic Investigations of the Institutions for Mentally Disabled People)
- Author(s):Tetiana Dziuba
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:137-147
- No. of Pages:11
- Keywords:covert included observation; ethical dilemmas; investigative activity; method of observation; public interest
- Summary/Abstract:The author analyzes the use of the observation method in journalistic investigations of psychiatric institutions. The specificity of the investigative search during the disclosure of the mentioned topic is indicated. The history and context of journalistic investigations concerning institutions for mentally disabled people are outlined. Emphasis is placed on the actualization of this problem in Ukraine in connection with the spread of combat mental injuries, post-traumatic syndromes, as a special phenomenon of wartime. The types of observation methods used during such investigations are identified and classified. Special attention is paid to covert included surveillance, use of the technique of changing professions, “masks”, etc., and cautions and risks – including ethical ones – that arise in this case.
Трансформиращи фактори и аналитични перспективи в жанровата система на българските медии
Трансформиращи фактори и аналитични перспективи в жанровата система на българските медии
(Transformative Factors and Analytical Perspectives in the Genre System of Bulgarian Media)
- Author(s):Kiril Havezov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:149-159
- No. of Pages:11
- Keywords:discourse; genre colonization; genre transformations; journalistic genres; hybridity; media theory
- Summary/Abstract:This study offers a new theoretical perspective for analyzing the transformations within the genre system of Bulgarian media. The first part discusses external (local and global) factors of social, cultural, and technological nature that influence the contemporary media genre system. The second part shifts the focus to internal-system transformations through the application of two relatively new concepts – genre hybridity and genre colonization – which have not yet been used in the Bulgarian scholarly context. In light of current research on the disrupted balance between nomination, interpretation, and narrative in contemporary media texts, the study explores the discursive nature of the genre system as an analytical problem. The methodological approach includes historical-contextual analysis, theoretical analysis, and elements of critical discourse analysis. The study does not aim to provide an exhaustive empirical investigation but to formulate an applicable conceptual framework for future qualitative research on media genre transformations.
Coverage of the Houthi Movement in International Media
Coverage of the Houthi Movement in International Media
(Coverage of the Houthi Movement in International Media)
- Author(s):Tsvetelina Dzhambazova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:161-167
- No. of Pages:7
- Keywords:content analysis; Galaxy Leader; Houthi; international media; Iran; Red Sea
- Summary/Abstract:The Yemeni Houthis have been one of the most active participants in the conflict between Israel and Palestine since 2023. Their role became even more tangible when the rebels began seizures on Israel-linked vessels travelling through the Red Sea, threatening the global free flow of commercial goods. The present article uses the content analysis method to analyze the international community’s reaction to the Houthis’ maritime campaign. Analyzed are publications on the official websites of the British newspaper The Guardian and of the Islamic Republic’s News Agency (Iranian authorities’ official news agency) in the period between 1 November 2023 and 31 December 2023.
Стандартите за качество на журналистиката в етичните кодекси на медиите в ЕС
Стандартите за качество на журналистиката в етичните кодекси на медиите в ЕС
(Journalism Quality Standards Within Media Ethics Codes in the EU)
- Author(s):Daniela Trencheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:169-180
- No. of Pages:12
- Keywords:ethics codes; media practice; quality journalism; requirements; rules; standards
- Summary/Abstract:This article examines the relationship between the demand for quality journalism and media ethics codes in 46 countries, including all EU member states. The central hypothesis is that ethical journalism standards contribute to shaping the concept of quality journalism. The analysis investigates whether the codes explicitly link ethics and quality or provide definitions of quality journalism. Findings reveal that such a direct connection is lacking. A secondary focus examines whether ethical norms evolve in response to social, economic, and technological change to meet the requirements of journalism as a democratic necessity. Practices show, albeit hesitantly, the adaptation of ethical rules to new conditions and risks. The analysis is designed to help create framework conditions for quality journalism.
Аудиторията като автор на медийно съдържание: Социални мрежи, гражданска журналистика и професионални медии в България
Аудиторията като автор на медийно съдържание: Социални мрежи, гражданска журналистика и професионални медии в България
(The Audience as Author of Media Content: Social Networks, Citizen Journalism, and Professional Media in Bulgaria)
- Author(s):Mila Cherneva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:181-193
- No. of Pages:13
- Keywords:citizen journalism; media in Bulgaria; professional journalism; social networks
- Summary/Abstract:As the 20th century progressed, social networks began to supplant the central role of traditional media and journalists as authorities and sources of information. They democratized the process of creating news, reports, and investigations, making the creation of journalistic products accessible to any user with the desire and time, as well as the attraction of an audience. Thus, the phenomenon of “citizen journalism” emerged and developed. This report aims to formulate a definition of the concept of “citizen journalism” in the Bulgarian media context, to examine the function of the phenomenon in the work of professional journalists, as well as to supplement the academic narrative on the topic with the Eastern European landscape, which is not strongly researched. Data was collected through a questionnaire among Bulgarian journalists to understand the phenomenon, its functions in traditional media, and its development in the Eastern European media environment. It shows that citizen journalism is developing in Bulgaria.
Предизвикателствата пред медиите за финансиране и предлагане на съдържание в новите условия
Предизвикателствата пред медиите за финансиране и предлагане на съдържание в новите условия
(Media Challenges for Financing and Offering Content in the New Conditions)
- Author(s):Nikoleta Kostadinova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:195-201
- No. of Pages:7
- Keywords:audience; business models; media; new media technologies; transformation
- Summary/Abstract:This article examines the impact of digitalization on media business models through a comparative analysis of The New York Times and The Guardian. It focuses on innovative approaches to financing and distributing content, as well as the growing importance of the audience as an active participant in the media process. It discusses key challenges facing contemporary journalism, including economic instability, the advent of artificial intelligence, and copyright infringement.
Mедийният мениджмънт в преобразуваща се медийна среда: Стойностни структури на промяната
Mедийният мениджмънт в преобразуваща се медийна среда: Стойностни структури на промяната
(The Media Management in Transforming Media Environment: Value Structures of Change)
- Author(s):Biser Zlatanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:205-215
- No. of Pages:11
- Keywords:change; disruption; media management; media product; value; value network
- Summary/Abstract:Changes in the media environment are seldom analyzed in depth from a management perspective. This study aims to analyze the heterogeneous nature of changes that affect media markets through the lens of media management. The area where the impact of these changes can be more thoroughly reflected is in the value structures as a construct of media consumption. This is where we begin our analysis. In this paper, we propose a theoretical framework to investigate the impact of these changes on disruptively altered value structures. The transformation affecting media products is evaluated by examining key attributes and characteristics of media services, including levels of business risk, cost, content recommendation mechanisms, network externalities, and arm`s length coopetition.
Digital (Synthetic) Humans in Media Industry
Digital (Synthetic) Humans in Media Industry
(Digital (Synthetic) Humans in Media Industry)
- Author(s):Manuela Manliherova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:217-224
- No. of Pages:8
- Keywords:artificial intelligence; digital humans; media platforms
- Summary/Abstract:A major way AI is being used in media and entertainment is through content development. AI algorithms can analyze large data sets to create content designed for specific audiences. The future of the entertainment media industry is real-time, personal, and interactive. Digital humans enable brands to create all of these today – for media and streaming platforms, for influencers or companies, for a metauniverse of gaming and Web 3.0. AI can also create new types of content. The focus is on creating digital humans by repurposing 3D rendering software and motion capture technologies. This leads to high-quality visual output similar to modern entertainment media. Lil Miquela's creators, for example, use basic programming with machine learning to give her context and help her evolve. Thus, AI plays an essential role in audience engagement and marketing.
The Digital Media Sector Is on the Cusp of Regulation. EU Legislation and Prospects for Ukraine
The Digital Media Sector Is on the Cusp of Regulation. EU Legislation and Prospects for Ukraine
(The Digital Media Sector Is on the Cusp of Regulation. EU Legislation and Prospects for Ukraine)
- Author(s):Oleh Dzholos
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:225-233
- No. of Pages:9
- Keywords:online platforms; media services; digital market; social network; legislative regulation; disinformation
- Summary/Abstract:The European Union has recently adopted laws regulating media, digital online platforms, and media services. Ukraine, as a candidate country for EU membership, is confidently modernizing its legislation to regulate both analogue and digital media services, in line with the European Union's laws. The country firmly adheres to the principles of media freedom and freedom of speech, while also demonstrating its competence in protecting against disinformation and negative external information influences. In 2023, Ukraine implemented the Law on Media, which aligns Ukrainian legislation with the EU Audiovisual Media Services Directive. However, it is important to note that global online platforms and social media activities remain unregulated in Ukraine.
The New Faces of Design in the Age of Digital Transformation
The New Faces of Design in the Age of Digital Transformation
(The New Faces of Design in the Age of Digital Transformation)
- Author(s):Maya Stoyanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:235-244
- No. of Pages:10
- Summary/Abstract:In the age of digital transformation, design has evolved from a static visual craft into a dynamic, multisensory, and strategic discipline that shapes user experiences, cultural narratives, and technological interactions. This study explores the shifting paradigms of design, highlighting its transition from object-centered aesthetics to immersive, adaptive systems that engage sight, sound, movement, and emotion. Drawing on interdisciplinary theories and empirical data, the research positions design as a mediator between data and meaning, a catalyst for audience engagement, and a tool for personalised communication in algorithm-driven media ecosystems. It argues for the recognition of design as a scientific field with profound impact across psychology, communication, economics, and culture. Through analysis of UX trends, multisensory strategies, and the role of design in digital media, the paper reveals how contemporary design organizes attention, trust, and empathy ‒ ultimately redefining its role from visual styling to experience management in a fluid, user/human-centric digital landscape. The study explores how design has transformed in the digital age, shifting from traditional visual outputs to immersive, multisensory experiences. It examines the theoretical foundations of modern design and its central role in digital visual communication. Unlike the past, where design focused on creating tangible objects, today's emphasis is on crafting emotionally engaging user experiences that foster brand loyalty. A key aspect of contemporary design is its ability to personalize and adapt content to capture users’ attention and drive meaningful interaction. This evolution positions design not just as a creative tool, but as a strategic force in targeted digital communication.
Дизайн и достъпност на онлайн медиите: влияние и интеграция на WCAG
Дизайн и достъпност на онлайн медиите: влияние и интеграция на WCAG
(Design and Accessibility of Online Media: Influence and Integration of Web Accessibility Guidelines)
- Author(s):Iveta Yordanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:245-259
- No. of Pages:15
- Keywords:accessible design; digital inequality; media accessibility; media design; WCAG; web accessibility
- Summary/Abstract:In the last two decades, concepts such as digital rights, digital division, and digital inequality have entered academic discourse. These are linked to the access or lack thereof to digital technologies and are shaped as a result of technological evolution. In a globalized world, access to digital resources plays a crucial role for the modern individual, for their awareness and development. Within the context of the research conducted in this report, we will analyze how the design of online media can influence accessibility and how the visual aspects of websites affect the ability of different social groups to obtain and utilize information. Studies indicate that effective and inclusive design can significantly reduce access barriers and facilitate social inclusion. Thus, timely and equal access to news, information, and online resources can decrease social division and provide equal opportunities not only for information but in every aspect of personal development and well-being.
Human-Machine Communication: Balance between Technological Progress and Human Nature
Human-Machine Communication: Balance between Technological Progress and Human Nature
(Human-Machine Communication: Balance between Technological Progress and Human Nature)
- Author(s):Ivanka Valova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:261-269
- No. of Pages:9
- Keywords:AI ethics; artificial intelligence; human-machine interaction; science fiction
- Summary/Abstract:This article traces the development of artificial intelligence and the progress in human-machine communication. A comparative observation of different models of human-machine interaction with artificial intelligence is made. Works of famous scientists are analysed. Ideas embedded in science fiction movies in the past are part of our lives today. The article makes a comparative observation of the communication between humans and AI machines through the eyes of several film directors. Topics addressed include the responsibility of builders of artificial intelligence machines towards their creations and the ethical boundary between humanity and machines. The consequences of irresponsible AI development can be disastrous. Films, provoking thoughts about the impact of AI on our lives, the ethics of human-machine relationships, and the consequences of creating intelligent machines with built-in functionalities for making decisions, are analyzed.
Legal Aspects Related to the Use of Chatbot as a Digital Communication Tool
Legal Aspects Related to the Use of Chatbot as a Digital Communication Tool
(Legal Aspects Related to the Use of Chatbot as a Digital Communication Tool)
- Author(s):Maria Ilieva
- Language:English
- Subject(s):Social Sciences, Law, Constitution, Jurisprudence, Media studies, Communication studies, Theory of Communication, EU-Legislation
- Page Range:271-283
- No. of Pages:13
- Keywords:Artificial intelligence; Chatbot; consumer protection; legal regulation; liability
- Summary/Abstract:As technological innovation evolves, companies are actively adapting to the changing business landscape, and chatbots are establishing themselves as a modern digital communication tool, changing traditional interactions between users and organizations. In the context of the legal industry, the regulation of chatbots presents a significant challenge. The aim of the study is to analyse the challenges associated with the use of chatbots and to assess the applicability of the current regulatory framework to the new form of digital communication. The tasks include the application of chatbots in the legal field, outlining the main issues related to their use (focusing on professional liability, privacy, and ethical issues), and highlighting the main challenges related to the regulation of artificial intelligence. The paper presents results justifying the need to adapt legislation in response to technological advances and discusses regulatory measures to minimise the risks associated with the unethical use of these technologies.
Управлението на корпоративни комуникации в условията на дигитална трансформация
Управлението на корпоративни комуникации в условията на дигитална трансформация
(Corporate Communication Management in the Era of Digital Transformation)
- Author(s):Petya Stefanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:285-294
- No. of Pages:10
- Keywords:communications management; digitalization; digital media; trust; trends; crisis communication; PR crisis
- Summary/Abstract:The report examines the growing influence of innovation and technological advances on modern corporate communications. This topic is very relevant in today’s globalized world, where the ability to communicate effectively is becoming a matter of survival. Digital platforms allow for greater flexibility and interaction with the audience, but they also pose serious challenges to corporations, especially in terms of ethics, data security, and transparency. Digital transformation does not abolish traditional rules in corporate communications, but imposes new priorities and techniques, because of the changing consumer expectations. Best practices such as clarity of messages, building trust, and ethical behavior remain important, but are now adapted to a faster, open, and technological environment. Key trends include the use of artificial intelligence, process automation, and content personalization. The conclusion emphasizes the importance of a strategic approach and continuous training of communicators for successful communication management in the digital age. They must adapt to changing dynamics to achieve maximum effectiveness.
БНР – Радио Благоевград в дигиталната епоха: Трансформации в условията на медийна конвергенция
БНР – Радио Благоевград в дигиталната епоха: Трансформации в условията на медийна конвергенция
(BNR – Radio Blagoevgrad in the Digital Age: Transformations in the Conditions of Media Convergence)
- Author(s):Sofia Zlatanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:295-308
- No. of Pages:14
- Keywords:media convergence; multiplatform; podcasting; Radio Blagoevgrad; regional radio
- Summary/Abstract:This article explores the transformations occurring in BNR – Radio Blagoevgrad and the processes of media convergence in the contemporary digital environment. The main objective is to examine how the regional radio station adapts its structure and content to the new technological requirements. The methods used include observation of the online presence of the medium, content analysis of radio content in a multi-platform environment, and review of scientific literature. The analysis shows that Radio Blagoevgrad successfully integrates new media formats, such as podcasts, streaming, and social networks, while maintaining its essence as a regional media outlet. The main contribution of the study is in presenting a concrete regional example of the transition from traditional on-air radio to a multi-platform media environment reflecting the development of modern media.
Регионализация и ролята ѝ за развитие на телевизионните програми
Регионализация и ролята ѝ за развитие на телевизионните програми
(Regionalization and Its Role in the Development of Television Programs)
- Author(s):Blagovest Iliev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:311-325
- No. of Pages:15
- Keywords:France; Germany; Italy; regionalization; TV stations
- Summary/Abstract:The term “regionalization” has increasingly been used in recent decades, which can be viewed as an attempt to counteract globalization processes and to preserve the national/local characteristics of individual countries and/or regions within them. This article aims to focus specifically on the role of regionalization in shaping contemporary television processes. Several European countries have been examined, where different principles govern the formation of state media and where the processes of regionalization are at varying stages of development. Through the selected examples, the topic will be presented (albeit briefly) in its various aspects.
Тенденции в използването на „микротекстове“ за подобряване на потребителското преживяване в мобилни приложения и уебсайтове
Тенденции в използването на „микротекстове“ за подобряване на потребителското преживяване в мобилни приложения и уебсайтове
(Trends in the Usage of “Microcopy” for Improvement of the User Experience in Mobile Applications and on Websites)
- Author(s):Yordan Karapenchev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:327-340
- No. of Pages:14
- Keywords:chatbots; copywriting; GDPR; microcopy; user experience (UX)
- Summary/Abstract:The article presents an overview of contemporary practices and strategies for incorporating short texts into user interface design. It begins by proposing a scientific definition for the term “microcopy”, used in web design and copywriting, which refers to short forms of copywriting texts that enable effective interaction between humans and the digital environment. Three specific examples of microcopy are examined: buttons in pop-up windows for consenting to user data collection, buttons for initiating orders in online stores, and dialog windows for starting conversations with chatbots. Various text options are compared through a quantitative study using survey cards, where users indicate their preferred wording. Although the study is not representative, it outlines best practices for creating microcopy in Bulgarian for these specific needs. The study results showed that the use of carefully selected microcopy leads to significant improvements in user interaction and satisfaction.
The Study of Students‘ Reading Habits and Informational Behavior
The Study of Students‘ Reading Habits and Informational Behavior
(The Study of Students‘ Reading Habits and Informational Behavior)
- Author(s):Saulė Jokūbauskienė, Daiva Siudikienė
- Language:English
- Subject(s):Social Sciences, Education, Media studies, Communication studies, Higher Education
- Page Range:341-361
- No. of Pages:21
- Keywords:informational behavior; information and communication technologies; reading; students
- Summary/Abstract:Informational behavior is a process that involves the search, use, and transmission of information sources and the satisfaction of certain information needs. However, the development of technology has greatly changed the relationship of people with information and their informational behavior. This is especially noticeable among young people, who were born and raised surrounded by smart devices, social networks, and constantly accessible information flows. Generations of students studied and acquired subject knowledge by reading books, but the information behavior of modern students is changing. They search for information, evaluate it, and interpret it in entirely different ways. In the context of the development of digital technologies, their ability to select reliable information, evaluate sources, and acquire knowledge is also changing. This study aims to present the results of the May 2023 – May 2024 survey of students' changing reading habits and informational behavior in the era of the development of information and communication technologies, to study the informational behavior of students both in the process of study and in their leisure time. The study showed that young people are increasingly getting information not from traditional sources, but from digital platforms shaped by algorithms, where the content is often fragmented, emotional, and visual in nature.
Digital Strategies in Reading Promotion. A Survey of Practitioner Attitudes
Digital Strategies in Reading Promotion. A Survey of Practitioner Attitudes
(Digital Strategies in Reading Promotion. A Survey of Practitioner Attitudes)
- Author(s):Monica Dimitrova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:363-376
- No. of Pages:14
- Keywords:digital strategies; digitization; literacy; new media; reading motivation; reading promotion
- Summary/Abstract:The study explores how leading reading promotion practitioners across Europe perceive and apply digital strategies within their campaigns, amid growing concerns about declining reading motivation and functional literacy. Using a survey distributed to 21 organizations from 16 European countries, the research investigates attitudes toward digitization, identifies key motivational factors for reading, and evaluates the effectiveness and implementation of various digital approaches. While practitioners largely view digitization as a threat to traditional reading habits, the majority nonetheless acknowledge the need to integrate digital tools in their promotional efforts. Notable discrepancies were found between attitudes and practice – particularly in the underutilization of approaches such as virtual communities and digital influencers, which are widely perceived as effective. The findings highlight a growing pragmatism in the field, calling for better alignment between positive perceptions of digital innovation and its actual implementation in reading campaigns.
Ethics, Leadership, and AI
Ethics, Leadership, and AI
(Ethics, Leadership, and AI)
- Author(s):Ivana Stojanović Prelević, Dragan Stevanović
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:379-388
- No. of Pages:10
- Keywords:AI; deontology; ethics; leadership; Sun Tzu's theory of war
- Summary/Abstract:The paper deals with Sun Tzu's theory of war find its application in business communication. The main focus of the theory is leaders` behaviour aimed at achieving the best results. An integral part of this behaviour is ethics. Respect for human dignity, moral law, and responsibility are the main characteristics of good leaders. Taking into account that modern communication uses artificial intelligence as a tool, the author's objective is to explore the relationship between AI and leadership and whether people trust bots or their superiors more. Research questions are: How does AI affect leadership? Can Sun Tzu's theory help connect artificial intelligence and leadership in a way that makes us better leaders? The main hypothesis is that using the deontological aspect of Sun Tzu's theory of war could be useful in the application of artificial intelligence to leadership in contemporary business communication. Descriptive method, analytical method, and a comparative analysis were used in the paper. The conclusion is that AI can help leaders in leadership and that Sun Tzu's theory of war can be useful in its application in leadership in organizations.
Future of Media: Predictions, Benefits, and Preferences
Future of Media: Predictions, Benefits, and Preferences
(Future of Media: Predictions, Benefits, and Preferences)
- Author(s):Irma Gabinashvili
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:389-400
- No. of Pages:12
- Keywords:digital communications; narratives; new media; society
- Summary/Abstract:This paper explores the future of media, focusing on key predictions regarding its evolution, benefits, and user preferences in the digital age. It examines the influence of emerging technologies such as artificial intelligence (AI), virtual reality (VR), and social media platforms, and discusses their implications on media consumption, production, and ethical practices. Through an analysis of existing theories by scholars such as Lasswell (1948), Lippmann (1963), McLuhan (1964), and Jenkins (2006), this paper investigates how the media landscape has transformed over the past decades and provides insights into future trends and challenges. Key themes include the dominance of digital media, the rise of personalized content, and the ethical dilemmas posed by algorithmic content delivery and misinformation. The findings suggest that as media continues to evolve, both consumers and media producers must adapt to the shift-ing dynamics, with an emphasis on ethical media practices and transparency.
Етичната гледна точка при избор на снимки в кросмедийна среда
Етичната гледна точка при избор на снимки в кросмедийна среда
(The Ethical Perspective In Selecting Photos In a Crossmedia Environment)
- Author(s):Bilyana Zhivkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:401-410
- No. of Pages:10
- Keywords:code of ethics; crossmedia; ethics; news; photography; state regulations
- Summary/Abstract:The article discusses the importance of photos in the media, as well as the ethical perspective in the selection of news photos in crossmedia. International and national ethical codes are discussed, as well as the lack of laws and state regulations. Given the power of photography and the impact it can have on an audience, the question is whether there are situations in which it is justified to use photographs of dead or injured people in the media and whether it is ethical to do so.
Дебатът за бъдещето на Европейския съюз в предизборната кампания за Европейски парламент (България’ 2024)
Дебатът за бъдещето на Европейския съюз в предизборната кампания за Европейски парламент (България’ 2024)
(The Debate on the Future of the European Union in the Election Campaign for Europen Parliament in Bulgaria’2024)
- Author(s):Lilia Raycheva, Lora Metanova, Neli Velinova, Mariyan Tomov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:411-424
- No. of Pages:14
- Keywords:communication; European elections; media campaign; political messages
- Summary/Abstract:In 2024, Bulgaria voted for the fifth time (after 2007, 2009, 2014, and 2019) in the European Parliament elections for 17 Bulgarian MEPs with a mandate until 2029. Within the framework of the international research project “Platform Europe” of the University of Roma Tre–Italy, specialized monitoring of the election campaign was carried out in all member states of the European Union. An online European Election Observation Center has been created back in 2019 at this university, which operates in the network of the 27 national research units formed. Its main goal was to collect and analyze election materials (posters, TV commercials, videos on the official Facebook profiles of political parties) from all member states of the European Union during the European Parliament campaign. The Bulgarian team was led by Prof. Dr. Lilia Raycheva and included Dr. Lora Metanova, Dr. Neli Velinova, and Dr. Mariyan Tomov – all graduates of the Faculty of Journalism and Mass Communication of Sofia University “St. Kliment Ohridski”. The results of the parallel study of the election campaigns of all European Union member states will be presented in a joint report intended for the European Parliament.
Влиянието на дигиталната гражданска култура и социалните медии върху съвременния PR
Влиянието на дигиталната гражданска култура и социалните медии върху съвременния PR
(The Impact of Digital Civic Culture and Social Media on Contemporary PR)
- Author(s):Sergey Todorov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:425-443
- No. of Pages:19
- Keywords:communication process; digital civil culture; PR; public relations; social media; traditional media
- Summary/Abstract:The influence of digital civic culture and social media on modern PR is significant, and in most cases, the role of traditional media is minimized – online users are not so actively informed by traditional information channels. Social media, to some extent transform understandings in traditional communication concepts such as the theory of Katz and Rosensfeld, the theory of the agenda of McCombs and Shaw, and the theory of the Spiral of Silence of Elisabeth Noelle-Neumann. In order for public relations to function effectively in modern society, it is important for an organization to use social media as an interactive channel for communication with both target and non-target audiences. Taking into account different opinions, attitudes and views is related to the concept of digital civic culture, which is the understanding that every user in the online space should be informed and be able to express their opinion. By analyzing various examples, it will be shown why monitoring and responding to public companies on social media is essential and why digital civic culture is an important phenomenon that every public relations professional should take into account. The empirical study will investigate the hypothesis of whether consumers are informed directly from social media and what the audience's perceptions are of digital civic culture.
Drones in the War in Ukraine
Drones in the War in Ukraine
(Drones in the War in Ukraine)
- Author(s):Svetlozar Kirilov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Hybrid Warfare
- Page Range:447-457
- No. of Pages:11
- Summary/Abstract:The paper discusses how drones in the war in Ukraine are changing warfare and what their impact is on the information war. The deployment of unmanned aerial vehicles to strike targets in Russia helped Ukraine compensate for the lack of a sufficient number of missiles. Ukrainian naval drones enabled Kyiv to mitigate the threat posed by the Russian Black Sea Fleet. Russia has used combined attacks with rockets and drones, and also deployed kamikaze drones to strike Ukrainian targets. Videos taken by unmanned aerial systems and published by the troops and media of both Russia and Ukraine have contributed to the information war.
Peculiarities of Ukrainian Business Communication in the Conditions of the Russian-Ukrainian War
Peculiarities of Ukrainian Business Communication in the Conditions of the Russian-Ukrainian War
(Peculiarities of Ukrainian Business Communication in the Conditions of the Russian-Ukrainian War)
- Author(s):Liudmyla Zubrytska, Alla Zinchenko, Iryna Titarenko
- Language:English
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:459-470
- No. of Pages:12
- Keywords:business communications; communications; crisis communications; full-scale Russian-Ukrainian war; reputation; trust; volunteering
- Summary/Abstract:The article examines the peculiarities of communication of 10 Ukrainian companies during the full-scale Russian-Ukrainian war. It has been proven that in wartime, a business has a high level of trust among employees, consumers, residents of the community where the business operates, and local suppliers. According to the results of the study, it was established that the peculiarities of business communication in the conditions of the Russian-Ukrainian war are empathy in the tone of communication voice, changing the focus of communications, highlighting the issues of assistance to the Armed Forces of Ukraine and the company's contribution to solving the country's humanitarian problems (aid to hospitals and rehabilitation centers, internally displaced persons, provision of humanitarian aid to residents of frontline regions), strengthening of communication in social networks. Based on the conducted research, the authors formulated recommendations for business companies regarding communication during crises, which have a positive effect on the formation of public trust and the company’s reputation.
The Price of War, the Price of Peace: The Russian-Ukrainian War Coverage in the European Newspapers
The Price of War, the Price of Peace: The Russian-Ukrainian War Coverage in the European Newspapers
(The Price of War, the Price of Peace: The Russian-Ukrainian War Coverage in the European Newspapers)
- Author(s):Anastasiia Simashova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Hybrid Warfare
- Page Range:471-478
- No. of Pages:8
- Keywords:ceasefire journalism; European community; media framing; military aid; Russian invasion
- Summary/Abstract:Russia's full-scale invasion of Ukraine shook the European community in early 2022. Despite the economic and armed support provided by the EU to Ukraine, the internal debate about the cost of war and the diplomatic ways to resolve the war within EU countries does not subside, as does the public demand for “peace. In this article, we aim to investigate the news frames used to cover the war in Ukraine in Italy, where support for providing arms to Ukraine is one of the lowest in the EU. We use an empirically-based method to assess a frame analysis comparison between three Italian news outlets that support military aid to Ukraine until it achieves true peace, and “ceasefire journalism” that calls for the preservation of human lives at the cost of Ukraine's territorial concessions. Consequently, 18 frames were extracted and divided into clusters. Some of the extracted frames confirm those identified in the existing literature as being prevalent in this context, including those related to Europeanness, international law, and the human aspect. Our supposition that economic resources represent a significant factor was also validated.
New Words for the New World – in the AI Time and the Metaverse
New Words for the New World – in the AI Time and the Metaverse
(New Words for the New World – in the AI Time and the Metaverse)
- Author(s):Ferdinando Cabrini
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:479-482
- No. of Pages:4
- Keywords:language; media; AI
- Summary/Abstract:Language is an extension of our brain outside the confines of our body. This has created the condition that has allowed us to inhabit niches, territories, and environments outside the limits of our bodies. Today, people use language in the media in different ways: in newspapers, radio broadcasts, and TV, depending on the target they want to reach.
