Трансформации и конвергентни модели на журналистика

Трансформации и конвергентни модели на журналистика
Transformation and Convergent Models of Journalism

Contributor(s): Vesselina Valkanova (Editor), Nikolay Mihaylov (Editor)
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication, Fake News - Disinformation, Hybrid Warfare
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: transformation; convergent models; journalism; digital environment
Summary/Abstract: Proceedings from the international seminar „Transformations and Convergent Models of Journalism in the Digital Environment, “ March 26, 2026. This publication was produced with financial support from the Scientific Research Fund of the Ministry of Education and Science under Contract No. KP-06-N65/9 dated December 12, 2022, from the “Fundamental Scientific Research – 2022” competition. This electronic volume gathers selected papers from the international seminar Transformations and Convergent Models of Journalism in the Digital Environment held at Sofia University on 26 March 2026. Edited by Vesselina Valkanova and Nikolay Mihailov, the collection examines the ongoing transformation of journalism, media communication, and the public sphere under the conditions of digitalization, platformization, and technological convergence. The contributions bring together theoretical reflections and empirical studies on professional ethics, media trust, regulation and self-regulation, fact-checking and disinformation, artificial intelligence in Bulgarian journalism, visual polarization, media perceptions, digital asymmetries, institutional and political communication, algorithmic PR, synthetic video verification, Olympic media coverage, parasocial relations in digital media, and visual communication in public and private organizations. The volume also explores the changing roles of journalists, audiences, institutions, and communication professionals in a digital communicative context increasingly shaped by automation, data flows, algorithmic visibility, and new regimes of public attention.

E-ISBN-13: 978-619-7567-41-0
Page Count: 320
Publication Year: 2026
Language: English, Bulgarian

The Bulgarian Context and Media Research on the Environment, the Profession, and the Implementation of Generative Artificial Intelligence in Journalism

The Bulgarian Context and Media Research on the Environment, the Profession, and the Implementation of Generative Artificial Intelligence in Journalism
(The Bulgarian Context and Media Research on the Environment, the Profession, and the Implementation of Generative Artificial Intelligence in Journalism)

Author(s):Vesselina Valkanova
Language:English
Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
Page Range:5-10
No. of Pages:6
Keywords:Bulgarian Context; Media Research; Implementation; Generative Artificial Intelligence; Journalism
Summary/Abstract:The quantitative increase in studies on global media systems through different focuses and thematic emphases undoubtedly contributes to the accumulation of an empirical base and to expanding the scope of research, to reach conclusions, generalizations, and typologies that are more relevant to the dynamic media environment around the world. A lot has been achieved in our country in terms of media research: scientific articles, monographs, collective studies, dissertations, expert analyses, sociological surveys, annual reports, documents of institutions, regulatory bodies, non-governmental organizations, and foundations analyze the problems of the environment, the media, and journalism.

Професионалната етика и дигиталната медийна трансформация

Професионалната етика и дигиталната медийна трансформация
(Professional Ethics and Digital Media Transformation)

Author(s):Nikolay Mihaylov, Vesselina Valkanova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:11-19
No. of Pages:9
Keywords:media; regulation; self-regulation; freedom; professional morality; responsibility; professional ethics; publicity
Summary/Abstract:The text summarizes and analyzes changes in the perception and influence of the regulatory function of professional morality in a digital environment, both among the audience and among professional communicators. Based on research conducted during the project, the authors reflect on the professional-ethical aspects of information influence, media impact, the obligations of the communicator to their audience, as well as on the problem of the increasing responsibility that journalism as a profession receives in the conditions of digital media transformation. summarizes and analyzes changes in the perception and influence of the regulatory function of professional morality in a digital environment, both among the audience and among

Media Perceptions in Bulgaria: Exploring Traditional and Social Media Attitudes

Media Perceptions in Bulgaria: Exploring Traditional and Social Media Attitudes
(Media Perceptions in Bulgaria: Exploring Traditional and Social Media Attitudes)

Author(s):Sonya Karabeliova, Kaloyan Valentinov Haralampiev, Dzhuliya Kamburidis
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:20-32
No. of Pages:13
Keywords:Traditional Media; Social Media; Attitudes
Summary/Abstract:This study investigates attitudes toward social and traditional media among Bulgarian adults and the role of demographic factors in shaping these perceptions. A standardized questionnaire, validated for Bulgaria, was administered to 832 participants, revealing four reliable dimensions: negative attitudes toward social media, positive attitudes toward social media, positive attitudes toward television and radio, and perceived media usefulness. Descriptive analyses showed that media usefulness received the highest ratings, while negative attitudes toward social media were lowest. ANOVA results indicated that age, gender, education, residence, and household language significantly influenced media attitudes, with age being the strongest predictor. Younger participants and women reported more positive attitudes, whereas individuals with lower education exhibited higher negative attitudes. Residents of smaller towns and cities showed slightly higher positive perceptions compared to those in the capital or villages. These findings support theoretical perspectives on evolving media landscapes, highlighting active audience participation and persistent trust in traditional sources. The validated questionnaire provides a tool for future research and offers insights for media literacy initiatives and content development in Bulgaria.

Журналистическата проверка на факти (фактчекинг) като инструмент а противодействие на дезинформацията в дигитална медийна среда

Журналистическата проверка на факти (фактчекинг) като инструмент а противодействие на дезинформацията в дигитална медийна среда
(Journalistic Fact-checking as a Tool for Countering Disinformation in the Digital Media Environment)

Author(s):Iliana Pavlova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
Page Range:33-45
No. of Pages:13
Keywords:fact-checking; disinformation; digital media; online journalism; Bulgaria; information verification
Summary/Abstract:The article examines journalistic fact-checking as a key tool for countering disinformation in the digital media environment, focusing on the Bulgarian media system. The study combines a theoretical overview with an analysis of online media in Bulgaria. In the theoretical part, fact-checking is conceptualized as both a journalistic and epistemic practice, functioning in the conditions of a complex information environment and competing interpretations. The main stages in its development, its features, and trends are examined. The results of the media analysis show that fact-checking in the Bulgarian media environment is partially institutionalized. It is pointed out that it has the potential to become a key tool for increasing the trust and quality of journalism in Bulgaria, but requires systematic development and institutional support.

From Information to Fragmentation: Digital Media and the Dynamics of Social Polarization

From Information to Fragmentation: Digital Media and the Dynamics of Social Polarization
(From Information to Fragmentation: Digital Media and the Dynamics of Social Polarization)

Author(s):Kalin Kalinov
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:46-53
No. of Pages:8
Keywords:fragmentation; polarization; digital media; public sphere; algorithmic curation; surveillance capitalism; elaboration likelihood model
Summary/Abstract:The present article argues that digital media platforms do more than amplify pre-existing political divisions. They structurally generate a distinct social con dition, for which the dominant vocabulary of polarization is no longer adequate. Drawing on an extended theoretical framework, the article traces a movement from the information-society promise of the late 20th century to a present marked by fragmentation. The proliferation of small, mutually antagonistic identity formations rather than the consolidation of two opposing camps. Algorithmic curation, optimized for engagement, delivers progressively more extreme content. This content is then processed under conditions of low cognitive elaboration and motivated reasoning, producing audiences that are more extreme in both their attachments and their hostilities. The article is initial theoretical exploration of the field as a first step towards more rigorous and empirically grounded research. The conclusion offered is that polarization scholarship is right but incomplete. Fragmentation is the next stage, and democratic theory has yet to catch up with it.

Изкуственият интелект в българските медии: Нови възможности и нови рискове в дигиталната публична сфера

Изкуственият интелект в българските медии: Нови възможности и нови рискове в дигиталната публична сфера
(Artificial Intelligence in Bulgarian Media: New Opportunities and New Risks in the Digital Public Sphere)

Author(s):Ivo Indzhov
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:54-68
No. of Pages:13
Keywords:artificial intelligence; journalism; Bulgaria; digital public sphere; algorithms; disinformation
Summary/Abstract:This article examines the role of artificial intelligence (AI) in contemporary journalism, with a particular focus on the Bulgarian media environment. Methodologically, the study is primarily based on desk research, including a systematic review of scholarly literature, regulatory documents, and other publicly available sources, complemented by an analysis of empirical examples and selected case studies from Bulgarian media practice. Within this framework, the article explores the main applications of AI in journalism, as well as the opportunities and risks arising from its use. The main conclusion is that AI is emerging as a structural factor that simultaneously drives innovation and amplifies existing deficiencies in the media system, like the Bulgarian one, particularly in the context of the digital public sphere.

Metrics of Visual Polarisation in Digital Journalism: A Study of Graphic Parameters in Bulgarian YouTube Channels for Political Commentary and Analysis

Metrics of Visual Polarisation in Digital Journalism: A Study of Graphic Parameters in Bulgarian YouTube Channels for Political Commentary and Analysis
(Metrics of Visual Polarisation in Digital Journalism: A Study of Graphic Parameters in Bulgarian YouTube Channels for Political Commentary and Analysis)

Author(s):Maya Stoyanova
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:69-97
No. of Pages:29
Keywords:visual identity; algorithms; YouTube thumbnails; visual polarisation; graphic language; social media; visual communication; media ecology; digital culture; digital journalism
Summary/Abstract:This study offers a systematic quantitative analysis of visual polarisation in the Bulgarian YouTube space by examining 12 graphic parameters in the thumbnails of nine channels for political commentary and analysis. As noted in the text, ‘visual elements function as powerful mechanisms for amplifying political polarisation’, fitting into the logic of algorithmic recommendations that favour emotionally charged and conflictual content. Using contingency tables, χ² tests and nominal measures (contingency coefficient and Cramer’s V), the study identifies three clearly distinguishable types of visual identity, which differ statistically significantly in terms of style, colour profile, composition, use of symbols and typographical choices. The results show that the visual language of thumbnails functions as a marker of political identity and as a mechanism that structures the consumption of political content, shaping not only visions but also audiences, and influencing journalistic practices in the digital environment. The study contributes to the understanding of the role of visual communication in the processes of political polarisation and highlights the need for broader empirical analyses in the Bulgarian context.

Предизвикателствата пред медиите в процеса на дигитална трансформация. Нови измерения на понятието свобода на словото в медиите и комуникацията в цифровата ера

Предизвикателствата пред медиите в процеса на дигитална трансформация. Нови измерения на понятието свобода на словото в медиите и комуникацията в цифровата ера
(Media Challenges in the Digital Transformation Process. New Dimensions of the Concept of Freedom of Speech in Media and Communication in the Digital Age)

Author(s):Aneta Milkova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:98-109
No. of Pages:12
Keywords:freedom of speech; digital age; media; communication; platforms; algorithms; public sphere; disinformation; moderation; artificial intelligence
Summary/Abstract:This article examines the transformations of the concept of “freedom of speech” in the context of the digital communication environment. The study is based on the understanding that the classical liberal conception, according to which freedom of speech is defined primarily as protection against state censorship, is no longer sufficient to explain contemporary processes in media and communication. In the digital age, public communication is structured by platforms, algorithms, attention economies, and new forms of content moderation, all of which alter the conditions for access, visibility, and participation in public debate. The article advances the thesis that freedom of speech should be understood not only as the right to expression, but also as the right to participate in a fair, transparent, and accountable communication environment. It analyzes the platformization of the public sphere, the algorithmic regulation of visibility, the problem of disinformation, private power over digital speech, and the impact of artificial intelligence on the credibility of public communication. The article concludes that a contemporary understanding of freedom of speech requires an interdisciplinary approach combining media theory, law, political economy, and the critical analysis of digital technologies.

Invisible Automation: The Hidden Use of AI in Bulgarian Journalism and the Gap Between Practice and Perception

Invisible Automation: The Hidden Use of AI in Bulgarian Journalism and the Gap Between Practice and Perception
(Invisible Automation: The Hidden Use of AI in Bulgarian Journalism and the Gap Between Practice and Perception)

Author(s):Yotka Pancheva
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:110-125
No. of Pages:16
Keywords:Artificial Intelligence in Journalism; Invisible AI; Automated Journalism; AI Adoption; AI Visibility Gap; Algorithmic Journalism; Bulgarian Media System
Summary/Abstract:Artificial intelligence is increasingly integrated into journalistic workflows, yet its adoption is typically measured through self-reported usage. This paper challenges that assumption by introducing the concept of “invisible AI” - AI systems embedded in journalistic practices that are not recognized or acknowledged as such by journalists themselves. Drawing on original survey data from Bulgarian journalists (2025), the study identifies a significant discrepancy between declared non-use of AI and actual reliance on AI-powered tools such as translation systems, content automation, and platform-based algorithms.

Наблюдения върху обществените възприятия на телевизионната реклама, насочена към детската аудитория

Наблюдения върху обществените възприятия на телевизионната реклама, насочена към детската аудитория
(Observations on Public Perceptions of Television Advertising Targeting Children)

Author(s):Yordan Karapenchev
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:126-136
No. of Pages:11
Keywords:television advertising; child audience; PR; digital environment; focus groups; impact
Summary/Abstract:The present study examines the impact of television advertising featuring children on both child and parent audiences within the context of a digitally convergent media environment. The focus is placed on the PR dimensions of advertising influence, including perception management, ethical considerations, and social effects. The study employs a qualitative research approach through the use of focus groups with parents in order to analyze attitudes toward selected Bulgarian television commercials. The results indicate a predominantly critical perception, associated with inappropriate messages, the encouragement of consumerist behavior, and the influence on children. At the same time, the presence of children increases attention to advertising content. The study highlights the need for more responsible and socially engaged communication practices.

Convergence of Media Flows: Challenges to Journalism in the Verification of Synthetic Video Content

Convergence of Media Flows: Challenges to Journalism in the Verification of Synthetic Video Content
(Convergence of Media Flows: Challenges to Journalism in the Verification of Synthetic Video Content)

Author(s):Desislava Sotirova
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:137-146
No. of Pages:10
Keywords:AI; verification; synthetic content; journalism; trust
Summary/Abstract:This paper examines the transformative shifts in journalism driven by the widespread integration of GenAI in modern media. The digital convergence requires new, effective solutions for the verification process of facts, images, and especially videos. The rise of sophisticated deepfake videos complicates the gatekeeping role of journalists. Increasingly, first-hand information and the personalization of both the journalist and the media outlet remain pivotal for audience trust. By analyzing current limitations of existing detection tools for deepfakes, this study explores how newsrooms should adapt their workflows to preserve public trust. This paper explains how deepfake videos could be exposed through a combination of metadata and visual clues. It offers a practical framework for newsrooms to implement tools for technical proof.

Цифровата трансформация и медийното отразяване на олимпийските игри

Цифровата трансформация и медийното отразяване на олимпийските игри
(Digital Transformation and Media Coverage of the Olympic Games)

Author(s):Miliana Veleva
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:147-153
No. of Pages:7
Keywords:Milan-Cortina 2026 Olympic Games; media coverage; social media; digital content; TV ratings
Summary/Abstract:The Olympic Games are not only the largest sporting event, but also receive the most extensive media coverage. According to data from the International Olympic Committee (IOC), the 2024 Summer Games in Paris were watched by half the world’s population. Interest in the event has grown in tandem with technological advancements. In recent years, streaming services have won the battle against linear television, and Olympic content on social media is breaking all records. The digital transformation is revolutionizing media coverage of the Olympic Games, and the Milan-Cortina 2026 Games provided a number of examples in this regard.

Convergent Models of Journalism and Visual Advocacy in Contexts of Democratic Regression

Convergent Models of Journalism and Visual Advocacy in Contexts of Democratic Regression
(Convergent Models of Journalism and Visual Advocacy in Contexts of Democratic Regression)

Author(s):Iva Ivanova
Language:English
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:154-166
No. of Pages:13
Keywords:convergent journalism; visual advocacy; democratic regression; civil society; media monitoring; Bulgaria; framing; design-for-trust; civic communication
Summary/Abstract:This article examines how convergent models of journalism intersect with visual advocacy in contexts of democratic regression. It argues that, under conditions of polarization, shrinking civic space, and legislative pressure against rights-based actors, journalism and advocacy no longer function as separate communicative fields. Instead, they form a hybrid public ecology in which civil society organizations act simultaneously as sources, watchdogs, visual narrators, and agenda-setters, while journalistic formats increasingly absorb advocacy frames, platform aesthetics, and interpretive cues. The article combines theoretical discussion with an empirical reading of a 2024 media-monitoring dataset on the coverage of members of the Citizen Participation Fo rum in Bulgaria. The corpus contains 1,484 media publications about 44 regular member organizations between January and December 2024. The findings show a strong concentration of visibility around a small group of watchdog, children‘s rights, youth and public integrity organizations: the six most visible actors account for 77.6% of all publications, while Sofia-based organizations account for 80.1% of the monitored coverage. At the same time, regionally embedded organizations appear through more practical, community-oriented frames, suggesting that proximity can buffer civil society from ideological stigmatization. The article develops the concept of visual advocacy as a design-for-trust practice that combines affective appeals, legal references, institutional markers, and platform-native formats. It concludes that in fragile democracies, convergent journalism can either amplify stigmatizing narratives or help sustain democratic resilience by making civic work visible, verifiable, and narratively legible.

Диспозитивен анализ на социалните мрежи като нов икономически регулатор: Трансформация на медийните бизнес модели в дигиталния комуникативен контекст

Диспозитивен анализ на социалните мрежи като нов икономически регулатор: Трансформация на медийните бизнес модели в дигиталния комуникативен контекст
(Dispositive Analysis of Social Networks as a New Economic Regulator: Transformation of Media Business Models in the Digital Communicative Context)

Author(s):Venelina Ivanova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:167-181
No. of Pages:15
Keywords:dispositive analysis; social networks; economic regulator; media business models; algorithmic determinism; attention economy; journalistic product; platformization
Summary/Abstract:The economic architecture of contemporary journalism is undergoing a radical transformation under the pressure of global tech giants. Using the toolkit of dispositive analysis, this study deconstructs the mechanisms by which the algorithmic determinism of platforms like Meta and TikTok reshapes classical revenue streams. In the context of modern digital society, where attention is the primary currency, social networks function as new regulatory dispositifs, controlling not only the distribution but also the very market value of the journalistic product.

Конвергентни модели на комуникация между публични институции, медиите и обществото в епохата на дигитализацията

Конвергентни модели на комуникация между публични институции, медиите и обществото в епохата на дигитализацията
(Convergent Communication Models Between Public Institutions, the Media, and Society in the Age of Digitalization)

Author(s):Galina Mitkova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:182-189
No. of Pages:8
Keywords:network society; hybrid media system; platformization; civic participation; local public sphere; digital trust
Summary/Abstract:Digitalization transforms not only communication channels but also the logic of public communication among institutions, media, and citizens. This paper examines convergent communication models as a structural outcome of digital transformation, in which institutional messages are shaped and reshaped at the intersection of official discourse, media mediation, platform-based visibility, and civic response. The study aims to analyze how these processes rearrange public communication at the local level. A qualitative analytical approach is applied, combining a theoretical review with a mini-case study of the Municipality of Dobrich, traced through the municipality’s official website, local media outlets, and publicly accessible social channels. The findings show that a multichannel communication environment expands access and visibility, but does not automatically ensure participation, comprehensibility, or trust. The significance of the study lies in proposing an applicable analytical framework for assessing public communication under conditions of digital convergence.

ПР стратегии при внедряване на изкуствен интелект в обществените медии: управление на доверие и репутация в дигиталната ера

ПР стратегии при внедряване на изкуствен интелект в обществените медии: управление на доверие и репутация в дигиталната ера
(PR Strategies in the Implementation of Artificial Intelligence in Public Service Media: Managing Trust and Reputation in the Digital Era)

Author(s):Diana Kostova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:190-210
No. of Pages:21
Keywords:public relations; artificial intelligence; trust; reputation; strategic communication; digital transformation; media transparency; institutional legitimacy; communication strategies
Summary/Abstract:This paper explores the role of public relations as a strategic management function in the implementation of artificial intelligence in public service media. The analysis is situated within the broader context of digital media transformation, where algorithmic technologies reshape editorial processes, audience communication, and the mechanisms for building institutional trust. The study outlines the theoretical foundations of public relations in the digital era, the main applications of AI in the media industry, and the key communication risks related to transparency, editorial responsibility, and public legitimacy. Through a review of European practices from BBC, Yle, ARD, Deutsche Welle, and the European Broadcasting Union, the paper argues that the successful implementation of AI in public service media depends not only on technological solutions, but also on clear communication policies, ethical frameworks, and sustainable dialogue with audiences.

Доверието към журналистиката в условията на дигитална медийна среда

Доверието към журналистиката в условията на дигитална медийна среда
(Trust in Journalism in the Digital Media Environment)

Author(s):Dimitar Halachev
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:211-218
No. of Pages:8
Keywords:journalism trust; digital transformation; media convergence; social media; news credibility; misinformation
Summary/Abstract:The digitization of the media environment is leading to profound transformations in the way journalistic content is created, distributed, and consumed. The development of social media, online platforms, and mobile technologies is creating a new media ecosystem characterized by a high degree of convergence among various communication channels. In this context, journalism no longer operates in isolation within traditional media institutions but is part of a dynamic, platform-mediated environment in which content circulates across different formats and audiences. These processes raise questions about trust in journalism as a key element in the functioning of the contemporary media system.

Платформизацията на журналистиката и конвергентните редакционни практики в дигиталната среда

Платформизацията на журналистиката и конвергентните редакционни практики в дигиталната среда
(Platformization of Journalism and Convergent Editorial Practices in the Digital Environment)

Author(s):Ivo Todorov
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:219-229
No. of Pages:11
Keywords:algorithmic mediation; digital communication; media consumption; authenticity; engagement; multiplatform content
Summary/Abstract:Summary/Abstract: This study examines the transformation of trust-building practices in public service media within platformized digital environments. Moving beyond a content-centered perspective, it conceptualizes trust as the result of dynamic relationships between media organizations and their audiences. Theoretically, the study draws on concepts related to platformization, algorithmic mediation, and digital communication, interpreting trust not only as a function of informational credibility but also as a result of interaction, consistency, and perceived authenticity. Empirically, the research incorporates findings from an online survey of over 100 respondents, focusing on media consumption, trust perceptions, and expectations toward public service media. The results indicate that digital platforms function as the main entry point to news content, while trust remains closely associated with established media institutions and relational forms of communication.

Визуалната комуникация на телевизионните брандове в дигитална медийна екосистема: Възприятие, доверие и разпознаваемост

Визуалната комуникация на телевизионните брандове в дигитална медийна екосистема: Възприятие, доверие и разпознаваемост
(Visual Communication of Television Brands in the Digital Media Ecosystem: Perception, Trust, and Recognition)

Author(s):Leda Tsvetkova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:230-239
No. of Pages:10
Keywords:visual communication; television brands; brand recognition; trust; brand identity
Summary/Abstract:In the contemporary digital media environment, television brands are undergoing a significant transformation – from traditional broadcast channels to multi-platform communication structures. This transformation affects not only the models of content distribution but also how brands are perceived by audiences. In conditions of information overload, visual communication – encompassing logos, color, schemes, graphic design, and video content –emerges as a key factor in capturing attention and establishing initial contact with the audience. The present study aims to analyze, based on a survey, the role of visual communication in television branding and the extent to which in influences brand recognition and audience trust. Particular emphasis is placed on the distinction between visual impact and content credibility, as it is within this tension that the contemporary perception of media brands is formed.Visual communication; television brands; brand recognition; trust; brand

Трансформация на журналистиката и конструиране на парасоциални отношения в дигиталните медии

Трансформация на журналистиката и конструиране на парасоциални отношения в дигиталните медии
(Transformation of Journalism and the Construction of Parasocial Relationships in Digital Media)

Author(s):Lora Vitkova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:240-247
No. of Pages:8
Keywords:digital journalism; parasocial relationships; social media; audience engagement; algorithmic personalization; media trust
Summary/Abstract:Over the past two decades, the media landscape has undergone a transformation driven by the evolution of digital platforms. Effective communication is achieved by combining traditional and digital channels and adapting content formats to the requirements of each platform. The media landscape is becoming increasingly dynamic and interactive. Digitalization is also changing the structure of journalism. Audiences on social media have the tools to be active participants in the communication process, creating and sharing content. At the same time, algorithms regulate and personalize content according to each user’s interests, which influences the perception and interpretation of journalistic content.

Дипломация и комуникационен процес. Дипломатическа комуникация в медийна среда

Дипломация и комуникационен процес. Дипломатическа комуникация в медийна среда
(Diplomacy and the Communication Process. Diplomatic Communication in the Media Environment)

Author(s):Maria Georgieva
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:248-260
No. of Pages:13
Keywords:diplomacy; communication; media; journalism; social media; transformation.
Summary/Abstract:Diplomacy is the art of communication in international relations. It is closely connected to communication processes that shape the way states build their image, formulate messages, and influence media audiences. The dynamic media environment has become a key factor transforming diplomatic practices and requiring new approaches to public communication, which lies at the heart of diplomatic activity.

Дигиталната мобилизация и трансформация на политическата комуникация: Протестите в България в края на 2025 г. като нов комуникационен модел

Дигиталната мобилизация и трансформация на политическата комуникация: Протестите в България в края на 2025 г. като нов комуникационен модел
(Digital Mobilization and the Transformation of Political Communication: The Protests in Bulgaria in Late 2025 as a New Communication Model)

Author(s):Petya Kantareva
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:261-272
No. of Pages:12
Keywords:digital political communication; social media; Generation Z; protest movements; digital mobilization
Summary/Abstract:The report aims to examine the transformation of political communication in the context of digitalization and increasingly developing social networks. The analysis focuses on social networks, which have become a platform for mobilization, and how a new communication model was created as a result. The empirical case study that is examined and analyzed is the series of protests from the end of 2025 in Bulgaria. The study aims to answer the question of what made Generation Z take to the squares and whether the short audio-visual content on social networks overturns all theoretical models or builds on existing ones. The results of the sociological study show how strong the influence of digitalization actually is. The analysis also draws attention to the risks that social networks bring, namely, how the protest was presented in society from different perspectives, including manipulative ones.

Изкуствен интелект и визуалният диспозитив на изборното отразяване: Технологии, власт, доверие и нови режими на видимост в телевизионната публичност

Изкуствен интелект и визуалният диспозитив на изборното отразяване: Технологии, власт, доверие и нови режими на видимост в телевизионната публичност
(Artificial Intelligence and the Visual Dispositif of Election Coverage: Technology, Power, Trust and New Modes of Visibility in Television Publicity)

Author(s):Ralina Tropankeva
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:273-288
No. of Pages:16
Keywords:artificial intelligence; election coverage; visual dispositif; television journalism; augmented reality; algorithmic visualization; trust; EU AI Act
Summary/Abstract:This article examines the role of artificial intelligence in the transformation of the visual dispositif of the television election studio. The theoretical synthesis conceptualises the studio as a dispositif in the sense of Foucault and Agamben. The empirical study covers 22 media professionals — 11 journalists, 8 graphic designers, and 3 sociologists from leading agencies — surveyed in Bulgaria on the eve of parliamentary elections. The comparative analysis of CNN, BBC, and bTV reveals three distinct concepts of meaning production in the election studio. Results are unequivocal: 95% of respondents have encountered conflict between visual aesthetics and mathematical precision; 27% use AI tools — mainly in the technical layer; opinion on mandatory AI labelling is split exactly 50/50. The consensus is „AI as assistant, human as arbiter“

Визуална комуникация и институционална четимост в дигиталната среда на публични и частни болници в България

Визуална комуникация и институционална четимост в дигиталната среда на публични и частни болници в България
(Visual Communication and Institutional Readability in the Digital Environment of Public and Private Hospitals in Bulgaria)

Author(s):Stanimira Pashova
Language:Bulgarian
Subject(s):Social Sciences, Communication studies, Theory of Communication
Page Range:289-301
No. of Pages:13
Keywords:hospital websites; visual identity; information structuring; accessibility; patient orientation; institutional trust; competitiveness in healthcare
Summary/Abstract:In the context of digital transformation, hospital websites are becoming a key environment for access to information, patient orientation, and the formation of institutional trust. However, the role of the visual structure and information organization of the digital environment in shaping how hospitals are perceived remains underexplored. The article examines institutional readability as an analytical concept in the visual communication of hospitals. Through a qualitative comparative analysis of the websites of five hospitals in Bulgaria, the study identifies differences in their visual consistency, information structuring, and access to information. The results highlight differences that may be regarded as indicators of varying degrees of institutional readability and as an analytical basis for further research into the relationship between orientation in digital environments, institutional trust, and competitiveness in healthcare.

Алгоритмичните ПР кампании в дигиталната медийна среда

Алгоритмичните ПР кампании в дигиталната медийна среда
(Algorithmic PR Campaigns in the Digital Media Landscape)

Author(s):Stefani Yankova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:302-311
No. of Pages:10
Keywords:algorithmic campaigns; digital PR; social media; personalization; artificial intelligence
Summary/Abstract:The topic “Algorithmic PR Campaigns in the Digital Media Environment” examines the transformation of public relations in the context of digitalization and the increasing use of algorithmic technologies and artificial intelligence. With the development of social networks, platform media, data analysis systems, and other applications of artificial intelligence, the creation, distribution, and optimization of PR content are increasingly carried out through algorithms that analyze audiences, predict communication effects and crises, and automate communication processes and the daily routine tasks of specialists. The development of the topic focuses on the role of algorithms and AI tools, in which the planning, creation, and distribution of PR campaigns are already in the digital media ecosystem. I also examine the use of technologies for analyzing large data sets, automated content generation, audience targeting, and optimization of communication messages with the creation of PR campaigns in real time. This topic aims to analyze the characteristics and tools of algorithmic PR campaigns, as well as their impact on the contemporary media environment and communication practices. Through a theoretical overview and analysis of contemporary practices, the main trends in the development of algorithmically assisted communications and their role in the transformation of public relations in the digital age are outlined.

Дигитална асиметрия. Технологичен скок и колективно съзнание: Механизми, ефекти и рискове

Дигитална асиметрия. Технологичен скок и колективно съзнание: Механизми, ефекти и рискове
(Digital Asymmetry. Technological Leap and Collective Consciousness: Mechanisms, Effects, and Risks)

Author(s):Tsvetelina Uzunova
Language:Bulgarian
Subject(s):Social Sciences, Media studies, Communication studies
Page Range:312-320
No. of Pages:9
Keywords:digital asymmetry; collective consciousness; disinformation; digital parasitism; public image; artificial intelligence
Summary/Abstract:This article analyzes the concept of digital asymmetry in the modern world, viewed as a critical rift between the rapid technological growth and the pace at which collective consciousness adapts to the new informational reality.

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Трансформации и конвергентни модели на журналистика Transformation and Convergent Models of Journalism