Медии и комуникация. Том 4
Media and Communication. Volume 4
Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (Editor), Svetlozar Kirilov (Editor), Ventsislav Dimov (Editor), Milena Tsvetkova (Editor)
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication, Fake News - Disinformation, Hybrid Warfare
ISSN: 3134-1659
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: media; communication
Summary/Abstract: Scientific collection of Doctoral students from the Faculty of Journalism and Mass Communication
- Page Count: 324
- Publication Year: 2026
- Language: Bulgarian
Създаването на бранд идентичност на нова марка чрез онлайн дигиталната платформа 99designs
Създаването на бранд идентичност на нова марка чрез онлайн дигиталната платформа 99designs
(Creating a Brand Identity of a New Brand through the Online Digital Platform 99designs)
- Author(s):Aleksandra Dyankova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:7-13
- No. of Pages:7
- Keywords:brand; content; digital platform; identity; PR
- Summary/Abstract:The report considers the online digital platform 99designs as an accessible and functional program for planning, creating, developing, and perfecting the brand identityof a product, brand, or campaign through the means of the Internet and the shared knowledgeof a collection of international marketing specialists and graphic designers. PR specialist and contractor work hand in hand in real time in all phases of the projects, bringingtogether ideas, modeling design, and reaching final content that is stylistically sustainedand embodies the idea in a real project. The development of a brand identity in a critically short period of time is possible, copyrights are protected, and the prices for the service aremuch lower than the competitive ones on the market. Knowledge, testing, and use of theinnovative 99designs platform leads to progress, expansion of impressions, experience, and work horizons not only of specialists in the field, but also of each one as a user. Theopportunity to work in an international competitive environment, already recognized and implemented by millions of users around the world, gives a sense of cosmopolitanism, community, and even greater value and significance to the content created. identity of a product, brand, or campaign through the Internet and the shared knowledge ofspecialist and contractor work hand in hand in real time across all phases of the project, bringing together ideas, modeling design, and reaching a final content that is stylistically consistent andspecialists and contractors work hand in hand in real time across all phases of the project, bringing together ideas, modeling design, and reaching a final content that is stylistically consistent and
БНР в интернет среда – влияние на видеоподкастите върху аудиторията
БНР в интернет среда – влияние на видеоподкастите върху аудиторията
(BNR in an Online Environment – the Effect of Video Podcasts on the Audience)
- Author(s):Alexandra Ilieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:14-20
- No. of Pages:7
- Keywords:BNR; implementation of the mission of BNR; video podcasts
- Summary/Abstract:The Podcast as a separate format has gradually become more and more popular in the Bulgarian National Radio network. This process was initiated back in2019 when “BETAgames” became the first-ever BNR podcast. The development of thepodcasts in the BNR network went through different stages, each of which implemented different technical and audiovisual solutions. At a certain point, the National radio started producing video podcasts that went above and beyond the scope of classic radio. These technological solutions to a very large extent influenced and shaped the way the audience accepted the new format. The article studies these different stages with a strong accent onthe implemented solutions and the feedback from the audience. In conclusion, the articlestudies the effect of the video podcasts on the level of fulfillment of the statutory mission ofthe Bulgarian public service radio.
Афективна теория и реч на омразата: критически възможности
Афективна теория и реч на омразата: критически възможности
(Affective Theory and Hate Speech: Critical Possibilities)
- Author(s):Aleksandar Georgiev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:21-27
- No. of Pages:8
- Keywords:theory of affect; hate speech; power dynamics; media effects; social hierarchy
- Summary/Abstract:This article explores the understanding of hate speech through the lensof affect theory. It delves into the regulation of language via legislation and ethical standards, as well as the impact of hate speech on the individuals it targets. Affect theory is considered an analytical approach for comprehending emotions and their influence within the context of hate speech. The discussion encompasses legislative and ethical mechanisms for controlling public expressions and limiting hate speech. Furthermore, the article analyzes the consequences of hate speech on social hierarchies and the potentialindividual traumas it may cause. Additionally, it examines the role of media in disseminating and amplifying hate speech within society.
Дигитализация на комуникациите на частните болници с пациентите и здравните институции след пандемията от COVID-19
Дигитализация на комуникациите на частните болници с пациентите и здравните институции след пандемията от COVID-19
(The Digitalization of the Communication of the Private Hospitals with Their Patients and Healthcare Institutions after the Pandemic of COVID-19)
- Author(s):Valentina Marinova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:28-37
- No. of Pages:10
- Keywords:communication; digitalization; health sector; hospitals; PR; social networks
- Summary/Abstract:The article presents the transformations that occurred in the communications of private hospitals and the National Association of Private Hospitals with health institutions and patients, during and after the COVID-19 pandemic. It will analyze changes in the communication practices of PR experts working in or forhospital structures in the country. Results from a survey conducted during the COVID-19pandemic and in 2023 will be analyzed to show whether changes have occurred in hospital communication, both through social networks and other digital resources, between private hospitals and the National Association of Private Hospitals, on the one hand, and health institutions and patients, on the other
Пропаганда в медиите (вчера и днес), устойчива на технологичните промени. Пример с в. L’Echo de Bulgarie (1913–1923)
Пропаганда в медиите (вчера и днес), устойчива на технологичните промени. Пример с в. L’Echo de Bulgarie (1913–1923)
(Propaganda through the Mass Media (How It Used to Be and How It Is Today), which Has Survived Technological Changes: The Case Study Regarding the Newspaper L’Echo De Bulgarie (1913-1923) as an Example)
- Author(s):Velina Velinova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:38-58
- No. of Pages:21
- Keywords:communicator; mass media; newspaper propaganda; politics; state; war
- Summary/Abstract:Propaganda has always been an instrument of power. Powerful figures use mass media in order to form public opinion and keep their leading position in society. This article takes the newspaper L‘Echo de Bulgarie (1913-1923) as an example, which illustrates this tendency. Elites have been using newspaper propaganda long beforethe rise of electronic devices and social media. The core of the propaganda in the media realm has remained intact despite the technological revolution. Its goal is to create a power dynamic between communicators and recipients in which recipients are in a subordinate position. This structure is created by strategic messages delivered to recipients. The media, which serves as a propaganda channel, is usually created by the communicator in order to ensure his/her dominant political and social position. The newspaper, which has been used as a case study, is a typical example of this. It is an official political outlet of the rulingclass. The newspaper uses a plethora of propaganda techniques in order to cultivate social support for the inclusion of Bulgaria in three major wars: The Balkan War (1912-1913), the Second Balkan War (1913), and the First World War (1914-1918).
Медийна репрезентация на проблема с бедността в България. Изследване на три онлайн медии за периода януари 2022 г. – декември 2023 г.
Медийна репрезентация на проблема с бедността в България. Изследване на три онлайн медии за периода януари 2022 г. – декември 2023 г.
(Media Representation of the Poverty Problem in Bulgaria: Study of Three Online Media for the Period January 2022 – December 2023)
- Author(s):Vyara Ivanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:59-72
- No. of Pages:14
- Keywords:causes of poverty; media coverage; poverty; social problems
- Summary/Abstract:The study focuses on the media presentation of the poverty problem in Bulgaria in the online editions of three influential and different media – bTV, Bulgarian National Radio, and the newspaper “24 hours”. The period covered is almost two years, from the beginning of 2022 to December 2023. The object of the study is the different forms of poverty in the country in the conditions of social insecurity and instability due to a number of external and internal factors that have led to the generation of crises in the social sphere. The subject of the analysis is what is the basis of poverty in Bulgaria. The media presentation of the problem in the three studied media shows that both objective economic and behavioural causes underlie the problem of poverty in Bulgaria.
Продуцентската роля на Българското национално радио и Българската национална телевизия като част от обществената им мисия
Продуцентската роля на Българското национално радио и Българската национална телевизия като част от обществената им мисия
(The Production Role of Bulgarian National Radio and Bulgarian National Television as Part of Their Public Mission)
- Author(s):Diliana Kirkovska
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:73-90
- No. of Pages:18
- Keywords:Bulgarian National Radio; Bulgarian National Television; music and film production; producers; public mission
- Summary/Abstract:An integral part of the public mission of the Bulgarian National Radio and the Bulgarian National Television is to support the performing arts and encourage thecreation of works by national authors. These are also obligations laid down in the Radioand Television Act. BNR and BNT are also producers, according to the Copyright and Related Rights Act, since they organize and finance music and film production through subsidies from their budgets. Through the state subsidy from the republican budget, they are obliged to support the creation and distribution of music and film production, and serious financial resources should be allocated for film production – 10% of the subsidy for BNT, and for sound recording activities – 5% of the subsidy for BNR.
Промени при събитийно отразяване на инциденти в телевизионните новини – етични въпроси
Промени при събитийно отразяване на инциденти в телевизионните новини – етични въпроси
(Changes in the Event Coverage of Incidents in Television – Ethical Issues)
- Author(s):Eleana Gencheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:91-100
- No. of Pages:10
- Keywords:Bulgaria; case study; coverage of incidents; media ethics; television journalism
- Summary/Abstract:Journalistic television formats and, in particular, television reports present a journalistic response to incidents in a different way. Time is indicative in the coverage and development of an incident. On the other hand, time can become a function of media coverage that frames the evolution or degradation, from the exclusive and primary media reaction to the now more settled view of the television journalist. The purpose of this report is to look for the reasons for the reaction of the threenational televisions - BNT, BTV, and Nova TV in crises and their impact on theaudience when covering incidents, especially natural disasters. The conclusions made will provide an opportunity to define the problems related to the media’s response in crises and their impact on the audience.
Опожаряването на Стара Загора и нейните фотографии по време на Руско-турската война (1877–1878)
Опожаряването на Стара Загора и нейните фотографии по време на Руско-турската война (1877–1878)
(The Burning of Stara Zagora and Its Photos During the Russian- Turkish War (1877-1878))
- Author(s):Zheyna Zheleva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:101-117
- No. of Pages:17
- Keywords:burning; correspondents; history; photographers; photos; war
- Summary/Abstract:The only remaining and preserved three photographs of Stara Zagora from before and after the burning of the city during the Russo-Turkish War (1877–1878)were studied, as well as military correspondence reflecting the events. The state of the citybefore and after the military events was established. Valuable information was obtained about the socio-economic life of the city within the Ottoman Empire, after the burning of the city by the Turkish army during the hostilities and in the period of its reconstruction after the end of the war.
Мотиви за разпространение на невярна или подвеждаща информация. Взаимозависимост между вида дезинформация и степента на вреда на обществения интерес
Мотиви за разпространение на невярна или подвеждаща информация. Взаимозависимост между вида дезинформация и степента на вреда на обществения интерес
(Reasons for Spreading False or Misleading Information. Correlation between the Motives, the Type of Disinformation and the Level of Public Harm)
- Author(s):Ivana Hitkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:118-130
- No. of Pages:13
- Keywords:disinformation; public harm; propaganda; democracy in crises; political communication
- Summary/Abstract:The report classifies different types of disinformation according to thereasons for its dissemination. The paper separates the financial from the political motivesin the intentional production and distribution of false or misleading information. The study also adds two types of spreading false information that do not have the specific intention to misinform or to damage the public sphere. Even without the intent to mislead, they often cause harm. The objective of this article is to trace the correlations between the motive, the type of disinformation, and the possible level of public harm. The research method includes a literature review of some relevant new publications in English, German, and Bulgarian, and connects the research from the last decade with the classic propaganda theories.
Персоналното продаване като мултимедийна комуникация
Персоналното продаване като мултимедийна комуникация
(Personal Selling as a Multimedia Communicative Competence)
- Author(s):Kiril Yanev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:131-149
- No. of Pages:19
- Keywords:multimedia; communicative competence; performance; personal selling; selling mix
- Summary/Abstract:Personal selling, as the art of face-to-face two-way communication, ranks high in the hierarchy of the marketing promotion mix. In the modern conditions of new generation intelligent technologies, multimedia communicative competence plays a decisive role in achieving high sales efficiency. The report examines the ideology of modern personal selling as a media-to-media communication process. The focus is on the concept of the sales mix, in which the personal seller “sells” not only the product, but also the company, the service, and himself. Tested techniques and tools for achieving high efficiency of the sales process on the “win-win” principle are reviewed. An author’s methodology for measuring and evaluating the effectiveness of personal selling is presented by measuring the level of mastery of multimedia communicative competence, as well as the possibilities of their application in activities from the non-commercial sphere, such as journalism, advertising, and presentation.
Революциите в PR, еволюции в промяна на съзнанието
Революциите в PR, еволюции в промяна на съзнанието
(Revolutions in PR, Evolutions in Change of Consciousness)
- Author(s):Maxim Behar
- Language:Bulgarian
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:150-159
- No. of Pages:10
- Keywords:artificial intelligence; automation; ethics; monitoring; public relations; training; transparency
- Summary/Abstract:This document presents key principles and guidelines for the ethicaluse of artificial intelligence in public relations (PR). The principles include transparency, accuracy, respect for confidentiality, disclosure of bias, compliance with intellectual property rules, and responsible automation. The process of creating AI-based contentrequires human control and intervention, as well as collaboration with experts in the field. Constant monitoring and evaluation of content is essential to ensure its accuracy andaudience response. PR professionals must commit to continuous learning and development to understand and use the capabilities of AI ethically. Applying ethical standards to the use of technology is essential to maintaining the integrity and credibilityof the PR sector. The text highlights the need for adaptability and vigilance in the face of the challenges that AI presents to business and expresses the belief that with appropriate training and adaptation, PR professionals can make the most of this technology.
Архитектура и уеб дизайн: сградите и градската среда във визуалното онлайн представяне на креативните квартали
Архитектура и уеб дизайн: сградите и градската среда във визуалното онлайн представяне на креативните квартали
(Architecture and Web Design: Buildings and Urban Environment in the Visual Online Presentation of Cultural Districts)
- Author(s):Maria Ivanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:160-189
- No. of Pages:30
- Keywords:architecture; branding; buildings; creative districts; creative industries; cultural districts; urban environment; visual communication; web design
- Summary/Abstract:The article discusses the visual online presentation of creative districts –urban zones where cultural and creative industries are being developed, which contributes to raising the quality of life in cities around the world. The research is focused on creative districts’ websites and especially on the significance of images of distinctive, representative pieces of architecture and other elements of the urban built environment in creative districts. Approaches and tendencies are defined according to 2 criteria: 1. Wherein the structure of the website is positioned images of architecture and/or images of other elements of the built environment: in the upper and first visible part of the homepage, under that zone of the homepage, only on internal pages of the website, etc.; 2. Whethergraphic means of expression (colors, shapes, lines) applied in the website are “borrowed” from buildings or other elements of the built environment, significant for the creative district, or not. The results received after analyzing a certain number of websites show that images of architecture and/or elements of the built environment are significant for both the visual identity and marketing of creative districts. These images are presented on the websites in several ways: through photographs, vector illustrations, but also as graphic means of expression – colors, shapes, lines, “borrowed” from buildings and elements of the urban environment that are specific and representative for the respective creative district.
Европейски политики в дигиталните комуникации
Европейски политики в дигиталните комуникации
(European Digital Communications Policies)
- Author(s):Maria Ilieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:190-203
- No. of Pages:14
- Keywords:digital communications; Digital Markets Act; digital era; Digital Service Act; digital single market; European policies
- Summary/Abstract:European digital communication policies are an essential aspect of strategic efforts to promote digital transformation in Europe. These policies aim to create a secure and innovative digital environment, facilitating the development and applicationof innovative technologies and boosting competitiveness. The EU has initiatives such as a common European data protection policy (GDPR), the creation of a Digital Single Market, and a research and innovation programme (Horizon Europe). Other aspects of European policy development include cyber security, freedom of expression and access to information, combating misinformation, and promoting competition. The principles of fair and responsible digital trade are also an important aspect. European digital communicationspolicies are evolving to adapt to the new challenges and opportunities thatdigitalisation brings, while maintaining a balance between innovation and the protection of citizens’ and consumers’ rights
Мотивация на креативния персонал в медийната организация
Мотивация на креативния персонал в медийната организация
(Motivation of Creative Staff in the Media Organisation)
- Author(s):Melani Simeonova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:204-213
- No. of Pages:10
- Keywords:communication sciences; creative staff; labour market; media; motivation; social networks
- Summary/Abstract:The study aims to collect, process, and analyze data related to vacancies in organizations operating in the field of communication and information sciences and to analyze the requirements in these fields. The report aims to show the attitudes of companies looking to recruit in the affected areas, examine the demands and changes in the recruitment market given the increased influence of social networks, and analyzein-demand qualifications and job roles on social platforms.
Еволюцията на PR в дигиталната ера
Еволюцията на PR в дигиталната ера
(The Evolution of PR in the Digital Age)
- Author(s):Milena Ilieva-Momchilova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:214-225
- No. of Pages:12
- Keywords:digital age; evolution of PR; internet; new technologies; public relations; social media
- Summary/Abstract:The implications of the digital age for public relations practitioners isthe main focus of this publication. The digital age is seen as a period characterized by asystematic transition from the industrial age to the age of information technology (IT).The main highlight of this change is the emergence of the Internet of Things (IoT)1,which heralds the rapid spread of information, rendering conventional means of informationtransfer seemingly obsolete at the dawn of the 21st century. The article is based onthe theory of technological determinism and aims to explore the impact of technology inthe practice of public relations. The publication examines the impact, change and role ofPR in the digital age, explains why PR practitioners prefer new media - the Internet andsocial networks, over conventional media and what necessitates the need for training andretraining of public relations experts.
Приложение на обогатена реалност в книгоиздаването. Изследване на българския контекст
Приложение на обогатена реалност в книгоиздаването. Изследване на българския контекст
(Application of Augmented Reality in Book Publishing. Research on the Bulgarian Context)
- Author(s):Monica Dimitrova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:227-238
- No. of Pages:12
- Keywords:AR books; augmented reality; book apps; book publishing; digital literature
- Summary/Abstract:Augmented reality (AR) is a product of technological development withapplications in numerous industries, including literature and book publishing. The paper examines global trends in digital literature and AR books, on the one hand. On the other hand, it presents and analyzes the results of an author’s research among 29 Bulgarian publishers, conducted by a questionnaire. The key findings show that most of the respondents are familiar with the technology of augmented reality and the possibilities of its applicationto printed books, although the degree of presence of AR books in their portfolios is not that high. Three types of profiles were distinguished between the publishers regarding their attitudes towards digitization and technologization of books and reading: positive, neutral, and negative.
От концертни зали до livestream: Еволюцията на потреблението на музика в дигиталната ера
От концертни зали до livestream: Еволюцията на потреблението на музика в дигиталната ера
(From Concert Halls to Livestream: The Evolution of Music Consumption in the Digital Age)
- Author(s):Nedelina Petkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:239-248
- No. of Pages:10
- Keywords:art; COVID-19; culture during pandemic; musical festival; social media
- Summary/Abstract:The article explores the transformative impact of the digital age and the COVID-19 pandemic on music consumption, arguing that these changes have not only changed the way music is accessed and enjoyed but have also permanently altered the landscape of the industry. It highlights how the pandemic has halted live music events, significantly impacting musicians, fans, and industry professionals. It looks at how the rise of live streaming is democratizing access to events, offering interactive and immersive experiences through advanced technologies such as virtual and augmented reality. Social media has played a crucial role in this transformation, facilitating virtual performances, promoting music, and fostering musical communities.
Различия в схващанията за комуникационната стойност на военния парад и клетвата в българската армия
Различия в схващанията за комуникационната стойност на военния парад и клетвата в българската армия
(Differences in Public Approaches for the Communication Values of Special Events as Military Parades and Oath Ceremonies in the Bulgarian Army)
- Author(s):Nickolay Chadarov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:249-268
- No. of Pages:20
- Keywords:military oath; army parade; public; value; message; tradition; attitide
- Summary/Abstract:The report is based on two research studies among military servicemen fromthe Bulgarian army and civilians not connected to the armed forces. Both explorations are focused on the values, messages, traditions, and changes in the military oath ritual and army parades from a communication perspective. The research aims to clarify the modern communicative aspects of these special events in the army’s life and also to highlight the differences in the attitudes toward them by the inner and outer publics.
Бизнес моделите в българските медии. Анализ върху дигиталните издания на в. „Капитал“, в. „Тема спорт“ и в. „Телеграф“
Бизнес моделите в българските медии. Анализ върху дигиталните издания на в. „Капитал“, в. „Тема спорт“ и в. „Телеграф“
(Business Models in the Bulgarian Media. Analysis of the Digital Editions of “Capital”, “Tema Sport”, and “Telegraph” Magazine)
- Author(s):Nikoleta Kostadinova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:269-275
- No. of Pages:7
- Keywords:digital editions; business models; media; disruptive environment; economic crisis; transformation
- Summary/Abstract:Nowadays media stand at a crossroad – adapting to consumer behaviors, technological advancements, and economic dynamics. The traditional models that once sustained media organizations are being challenged by digital disruption, leading to an evaluation of business strategies and revenue streams. „Business models in the Bulgarianmedia. Analysis of the newspapers “Telegraf”, “Capital”, and “Tema Sport” delves into the multifaceted world of media business models, examining the diverse approaches adopted by companies to thrive in an ever-evolving environment.
Комуникационни стратегии за популяризиране развитието на деинституционализацията в България
Комуникационни стратегии за популяризиране развитието на деинституционализацията в България
(Communication Aspects of the Popularization of the Development of the Deinstitutionalization in Bulgaria)
- Author(s):Petya Chakarova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:276-289
- No. of Pages:14
- Keywords:deinstitutionalization; social services; communication strategy; communication management; Bulgaria
- Summary/Abstract:A new stage in the continuous process of deinstitutionalization in the Republic of Bulgaria is the establishment of municipal councils for social services. This is a new amendment to the Social Services Law. Unfortunatelly though, most citizens aren’t aware of the existence of such councils, which can be of great help to all social services recipients. The reason for this is the poor communication and the lack of any efforts on the part of the municipalities to promote the activities of the councils, as well as the not very active media coverage of topics related to the social services system in the country. The present report aims to develop a communication strategy to help publicize the work of the municipal councils for social services.
Предизвикателства пред институционалния PR в дигиталната ера
Предизвикателства пред институционалния PR в дигиталната ера
(Advantages and Challenges of Institutional PR in the Digital Age)
- Author(s):Svetozara Velichkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:290-294
- No. of Pages:5
- Keywords:digital PR; fake news; internet communication; public relations; social media
- Summary/Abstract:The article is an attempt to present the advantages and challenges ofinstitutional PR in the digital age. In the second decade of the 21st century, with the development of the Internet environment and the digitization of the media, PR practice underwent its transformation institutional PR in particular. PR practitioners from institutionalPR have started using digital PR tools in their daily work. It turns out that digital PR has its advantages in socio-political communication, but there are also challenges forwhich PR practitioners must be prepared. Before the evolution of digital PR, institutional PR experts used the tools of traditional PR, including the press release, press conferences, and briefings. Now in the digital age, they have started creating content for social media profiles and broadcasting live press conferences. All these changes in PR practice in state institutions require PR experts to prepare and train.
Непрозрачните медии – сянката на съмнениетo
Непрозрачните медии – сянката на съмнениетo
(The Lack of Media Transparency – Roots and Possible Solutions)
- Author(s):Todor Belenski
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:295-303
- No. of Pages:9
- Keywords:doubt; journalism; media; transparency
- Summary/Abstract:The purpose of the report is to draw attention to the lack of transparency in the media environment in Bulgaria. A concrete proposal is to create a public register and make it clear and transparent who finances, manages, and determines the editorial policy of the media. This will dispel doubts about political and/or corporate interference that distorts the purely journalistic prism. The report also examines the legislative and legal framework of the issue, the current regulations, and, accordingly, the gaps in them. The lack of a special press law is reported as a problem. There is not one or two examples from the Bulgarian reality in which the question of their ownership turns the media themselves into “clubs”, into a means of confrontation between political opponents and business competitors. Transparency at the public level, to some extent, can be a step in the right direction.
Комуникационни стратегии и техники, използвани при осъществяване на финансови измами чрез социалните мрежи (делото „Гоблин банда“)
Комуникационни стратегии и техники, използвани при осъществяване на финансови измами чрез социалните мрежи (делото „Гоблин банда“)
(Communication Strategies and Techniques Used in Performing Financial Fraud through Social Networks (The “Goblin Gang” Case))
- Author(s):Toma Nikolchev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:304-321
- No. of Pages:18
- Keywords:communication strategy; financial influencers; financial literacy; manipulative techniques; messages; young people
- Summary/Abstract:The research focused on a group of influencers called “GoblinGang” who, through cleverly created text, audio, and video messages, managed toswindle their followers out of more than $100 million. The reasons for the extraordinary effectiveness and lasting impact of their communication techniques will be analysed, exploring why their audiences continued to heed their misleading leads despite the apparent discrepancy between the promised profits and serious financial losses incurred.
