Променящите се медии: професионални, регулаторни и етични предизвикателства пред медиите и комуникациите в цифровата среда
The Changing Media: Professional, Regulatory, and Ethical Challenges Facing Media and Communications in the Digital Environment
Contributor(s): Vesselina Valkanova (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: Regulation; Ethics; Media; Communications; Digital Environment
Summary/Abstract: The volume collects the reports of the 6th International Scientific Conference held on October 30 and 31, 2025, 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: 978-619-7567-43-4
- Print-ISBN-13: 978-619-7567-42-7
- Print-ISBN-10: 978-619-7567-
- Page Count: 516
- Publication Year: 2026
- Language: English, Bulgarian
Процеси на внедряване, влияние и адаптация на генеративния изкуствен интелект в медиите в България
Процеси на внедряване, влияние и адаптация на генеративния изкуствен интелект в медиите в България
(Processes of Implementation, Influence, and Adaptation of Generative AI in the Media in Bulgaria)
- Author(s):Vesselina Valkanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:15-27
- No. of Pages:13
- Keywords:Artificial intelligence (AI); Journalism; Ethics; AI in media; Media studies; Media environment in Bulgaria; Public discourse; Public policy
- Summary/Abstract:In recent years, the introduction of generative artificial intelligence in the media and journalism has become one of the most significant technological and social challenges of the 21st century. The development of algorithms capable of generating text, images, audio, and video of a quality comparable to or higher than that produced by humans is leading to fundamental changes in the way information is created, disseminated, and consumed. This development is already having a tangible impact on professional standards, ethical norms, economic models, and the value framework of journalistic practice. This article presents the results of the first representative empirical study in Bulgaria among journalists, editors, and media managers regarding the degree of adoption, attitudes, and ethical positions concerning the emergence of AI in the media.
Наблюдения върху използването на чат-ботовете в онлайн търговията. Качествено изследване с фокус групи
Наблюдения върху използването на чат-ботовете в онлайн търговията. Качествено изследване с фокус групи
(Observations on the Use of Chatbots in Online Commerce. A Qualitative Focus Group Study)
- Author(s):Yordan Karapenchev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:29-40
- No. of Pages:12
- Keywords:chatbots; e-commerce; user experience; UI/UX design; copywriting; qualitative research; focus groups
- Summary/Abstract:This article examines the use of chatbots in e-commerce as a communication and product phenomenon. The study was conducted using a qualitative method: focus group discussions with four groups of participants, differing in their level of technological literacy and experience with generative artificial intelligence and chatbots. The aim is to determine which elements of design, language, and interaction models are perceived as aesthetically pleasing and conducive to interaction, and which are seen as ineffective or off-putting. The results show that users perceive chatbots primarily as auxiliary tools for navigation and initial service, rather than as a substitute for human communication. The importance of transparency, minimalist design, formal language, and structured interaction patterns is emphasized for increasing satisfaction and willingness to use.
Доверието в здравната комуникация като езиков ефект: анализ на отговори на лекари и изкуствен интелект в симулирани критични ситуации
Доверието в здравната комуникация като езиков ефект: анализ на отговори на лекари и изкуствен интелект в симулирани критични ситуации
(Trust in Healthcare Communication as a Language Effect: Analyzing Doctors' and AI Responses in Simulated Critical Scenarios)
- Author(s):Kremena Kuneva
- Language:Bulgarian
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:41-50
- No. of Pages:10
- Keywords:healthcare communication; clinical communication models; empathic responses; perceived trust; AI communication models; medical communication in critical scenarios; communication training for healthcare professionals
- Summary/Abstract:Trust in medical communication is often unsettled by formalized expressions that weaken the sense of human presence on the part of the physician. This study builds on established knowledge about the role of empathy in clinical interaction, yet examines more concretely how communication models, message structure, and verbal behaviour influence perceived trust. Five critical scenarios were completed by 13 physicians and 2 AI models, and 219 respondents evaluated the anonymized texts. The data, processed through ANOVA, correlation, and regression, show that AI achieves the highest structural coherence and emotional readability, while physicians with communication training demonstrate the strongest link between empathy and trust. Empathy emerges as the key predictor. The findings reveal stable communication models that can be adapted and validated in communication training for medical professionals in line with the specifics of the Bulgarian clinical context.
Design For The Algorithm: Visual Identity In The Age Of Social Media, With A Focus On Youtube
Design For The Algorithm: Visual Identity In The Age Of Social Media, With A Focus On Youtube
(Design For The Algorithm: Visual Identity In The Age Of Social Media, With A Focus On Youtube)
- Author(s):Maya Stoyanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:51-66
- No. of Pages:16
- Keywords:visual identity; algorithms; YouTube thumbnails; graphic design; social media; visual communication; media ecology; ethics; digital culture
- Summary/Abstract:This study examines how algorithmic mediation on social media shapes the visual identity of YouTube thumbnails across cultural contexts and channel prominence. Using a quantitative content analysis of 420 thumbnails from 14 channels across seven countries, the research tests whether thumbnail visual parameters vary by country, channel rank, and the interaction between these factors. Visual features measured include colour brightness, contrast, temperature, colour harmony, presence and intensity of facial expressions, and stylistic homogeneity. Multivariate analysis of variance, followed by targeted ANOVAs and Tukey HSD post-hoc tests, reveals that country exerts a strong influence on most visual parameters and that the effect of channel rank is highly culture-dependent. High-ranking channels converge on some markers of visual consistency(notably homogeneity of style), but the direction and magnitude of rank effects for brightness, contrast, colour temperature, harmony, and emotional expressiveness differ markedly between countries. These patterns indicate that YouTube's recommendation dynamics amplify audience-specific preferences rather than imposing a single global aesthetic. The findings underscore the need for culturally sensitive design strategies and caution against assuming universal “algorithmic tastes”. Practical implications concern designers, creators, and platform researchers seeking to optimize visual communication without eroding local aesthetic norms.
Автоматизираната журналистика: рисковете от генерираната с изкуствен интелект заблуда
Автоматизираната журналистика: рисковете от генерираната с изкуствен интелект заблуда
(Automated Journalism: The Risks of Misinformation Generated by Artificial Intelligence)
- Author(s):Mityo Marinov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:67-74
- No. of Pages:8
- Keywords:automated journalism; misinformation; disinformation; artifcial intelligence; algorithm; articles
- Summary/Abstract:This study analyzes the growing use of artificial intelligence in newsrooms and its ability to generate misleading journalistic content. It also examines the resulting risks to the media ecosystem. The study analyzes some of the most widely reported cases of “automated journalism” worldwide and how it can turn into “automated misinformation and disinformation.” It examines ways to distinguish between human-writtenmedia content and content generated by artificial intelligence. The study identifies critical challenges facing the journalism profession, including the circumvention of editorial lters, the erosion of public trust, and the need to incorporate regulatory frameworks into legislation to govern AI-generated media content.
The Digital Transformation of Vox Populi: Regulatory Gaps and Ethical Aspects in Influencer Polls with Minors on TikTok
The Digital Transformation of Vox Populi: Regulatory Gaps and Ethical Aspects in Influencer Polls with Minors on TikTok
(The Digital Transformation of Vox Populi: Regulatory Gaps and Ethical Aspects in Influencer Polls with Minors on TikTok)
- Author(s):Desislava Sotirova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:77-86
- No. of Pages:10
- Keywords:ethics; polls; TikTok; infuencers; children rights; regulation
- Summary/Abstract:Street polls conducted by influencers on social media are once again becoming a tool for engagement and the distribution of authentic content. Due to the revival of the genre – this time in a new environment, the digital one – the present report examines the ethical aspects of interviewing minors in public spaces and creating audiovisual content with them on TikTok. The main focus is placed on the need to protect the safety and dignity of participants, especially when they are under 18 years of age. Furthermore, the report outlines the delicate boundary between unethical practices and potential violations of Bulgarian and European legislation on the protection of children's rights, personal data, human dignity, and the right to privacy. It emphasizes that every piece of published content may have long-term consequences. The analysis also highlights the crucial role influencers play in shaping the reputation of anyone who appears in front of their camera and calls for raising ethical awareness in this sphere.
AI as a Co-creator: Transforming Media Content Creation – Opportunities and Challenges in the Digital Era
AI as a Co-creator: Transforming Media Content Creation – Opportunities and Challenges in the Digital Era
(AI as a Co-creator: Transforming Media Content Creation – Opportunities and Challenges in the Digital Era)
- Author(s):Diana Kostova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:87-98
- No. of Pages:12
- Keywords:artificial intelligence; public service media; content co-creation; generative AI; newsroom automation; media ethics; EU AI Act
- Summary/Abstract:The article examines the emerging role of artificial intelligence (AI) as a co-creator in media content production, with a focus on European public service media. The study combines qualitative analysis, policy review and comparative case studies of BBC, Yle, RTVE, Sveriges Radio and the Bulgarian National Radio (BNR). It traces the shift from automation to co-creation through tools such as generative language models, synthetic voices and AI-driven editorial systems, highlighting both efficiency gains and ethical risks. The results show that AI is being integrated in newsrooms mainly for automated updates, accessibility services and multilingual distribution, while editorial responsibility and human oversight remain central. The discussion addresses opportunities for innovation, as well as key challenges related to transparency, trust and compliance with the EU Artificial Intelligence Act (2024). The conclusion argues that AI can enhance, but not replace, human creativity and accountability in public communication.
Podcasts: Platformisation, Digitalisation, (Re)mediatisation
Podcasts: Platformisation, Digitalisation, (Re)mediatisation
(Podcasts: Platformisation, Digitalisation, (Re)mediatisation)
- Author(s):Ivanka Mavrodieva
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:99-106
- No. of Pages:8
- Keywords:podcasts; phantomization; digitalization; (re)mediatization
- Summary/Abstract:Podcasts are analysed on several levels: the role of platforms, digital tools, and artificial intelligence. The aim is to identify the place of podcasts in the media ecosystem, the ways they are implemented, changes in content, the behaviour of podcasters and participants, and communicative and rhetorical techniques. The rst hypothesisis that podcasts are not homogeneous manifestations and the differences are on dierentlevels: topics, dialogues, linguistic elements, digital tools, virtual communication. The second hypothesis is that podcasts play a significant role in society and media ecosystems concerning mediatization and (re) mediatization. The methodology combines cyberethnographic observation, rhetorical, media, and content analysis. The corpus includes podcasts produced in Bulgaria by media and journalists, businesses and NGOs, celebrities, and institutions.
Technological Reality: Science Fiction or Potential Future
Technological Reality: Science Fiction or Potential Future
(Technological Reality: Science Fiction or Potential Future)
- Author(s):Ivanka Valova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:107-114
- No. of Pages:8
- Keywords:artificial intelligence; virtual reality; augmented reality; human perception
- Summary/Abstract:This study focuses on selected science ¿ction ¿lms that address existential themes, including the nature of reality (both objective and perceived), the human condition, and the meaning of existence. Technological reality is an environment in which technology plays a central role. It is characterized by the integration of digital devices, networks, software, and automated systems. Technological reality is driven by innovation and the pursuit of more e൶cient, useful and intelligent communication processes. The article offers a provocative analysis of the impact of rapidly evolving technologies – artificial intelligence1, virtual reality and augmented reality – on our perception of reality. Classic science fiction ¿lms such as Blade Runner, The Matrix, Avatar, Robo-Cop and The Hunger Games, among others, are used to illustrate the complex philosophical and ethical dilemmas these technologies raise.VR, AR and neurotechnology are discussed in turn, supported by specific film examples. The main aim of the paper is to provoke reflection on the meaning of life, freedom of will, and the nature of reality in the context of technological progress.
Integrated Marketing Communications of Sectors and Regions
Integrated Marketing Communications of Sectors and Regions
(Integrated Marketing Communications of Sectors and Regions)
- Author(s):Nikola Vangelov, Lyubomir Lyubenov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:115-129
- No. of Pages:15
- Keywords:integrated marketing communications; agricultural marketing; public relations; institutional advertising; direct marketing; regional branding; geographical indications; digital interactivity; sectoral integration; agrifood communication
- Summary/Abstract:This article examines integrated marketing communications (IMC) in agricultural sectors and regions, addressing the structural challenges that prevent individual farms, as micro-producers of undifferentiated raw materials, from implementing independent communication policies. The research develops a framework to apply and rank the main communication tools (public relations, advertising, sales promotion, personal selling, and direct marketing) across the mega, macro, meso, and micro levels of agricultural organisation. The study argues that PR occupies the leading role in agricultural IMC, as it builds the foundational trust and regional/sectoral identity upon which all other tools depend. Institutional, product, and brand advertising are analysed according to the degree of product differentiation, with the declining effectiveness of traditional advertising addressed through the integration of digital interactivity and personalisation. Sales promotion, personal selling, and direct marketing are shown to require horizontal and vertical integration at the sectoral and regional levels to overcome farm-level resource constraints. The research concludes by proposing a strategic communication hierarchy: PR and Public Affairs establish credibility first, followed by institutional advertising to maintain image, and subsequently by product/brand advertising, direct marketing, and sales promotion targeting specific market segments through personalised, interactive digital channels.
Students’ Strategies for Information Search in a Digital Environment
Students’ Strategies for Information Search in a Digital Environment
(Students’ Strategies for Information Search in a Digital Environment)
- Author(s):Saulė Jokūbauskienė, Daiva Siudikienė
- Language:English
- Subject(s):Social Sciences, Education, Media studies, Communication studies, Higher Education
- Page Range:131-145
- No. of Pages:15
- Keywords:informational search strategies; students, information and communication technologies
- Summary/Abstract:Contemporary society, especially those people who have grown up with the internet, smartphones, and social media, experiences a vastly different information environment than previous generations. As information and communication increase in modern society, it is essential to acknowledge that new patterns of information behavior are emerging, which are important to research and understand. New tools (e.g., artificial intelligence, algorithmic suggestions, personalized feeds) are changing the way young people receive and choose information. Previous research has shown that students often come across useful resources through social media, peer recommendations, or online communities as well. It is also worth noting that the multimedia style is more appealing to young people, as online resources come in various formats, including articles, videos, podcasts, and interactive tutorials. The strategies described in previous research use a mix of behavioral, procedural, and metacognitive approaches. Digital literacy, structured training, and supportive environments (parental or academic) correlate with the use of more varied and critical search strategies. A range of contextual factors, including digital literacy and formal training in higher education and daily life, shape young people's information searching strategies. Understanding their information-seeking strategies will help develop preventive measures and educational models. The study presents an empirical survey of students conducted between 2023 and 2025 to assess their information search strategies in a digital environment, determining their effectiveness, application characteristics, and emerging challenges.
Медийната конвергенция – фактор в развитието на медийната индустрия
Медийната конвергенция – фактор в развитието на медийната индустрия
(Media Convergence as a Factor in the Development of the Media Industry)
- Author(s):Blagovest Iliev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:149-159
- No. of Pages:11
- Summary/Abstract:This article explores media convergence as a central driver in the ongoing transformation of the television industry, situated within broader global processes of digitalization, regionalization, and evolving audience practices. Convergence is examined not merely as a technological development but as a multidimensional social, cultural, and economic shift that reconfigures the production, distribution, and consumption of media content. Special attention is given to its impact on audience behavior, the rise of personalized news consumption, and the integration of traditional media with social networks, as well as its significance for the preservation and promotion of regional cultural identity. The article further outlines contemporary challenges facing media organizations, including the sustainability of digital business models, increasing content fragmentation, the expanding inÀuence of podcasts and newsletters, and the growing incorporation of arti¿cial intelligence in journalistic workÀows – developments that introduce new ethical and regulatory considerations. The conclusion underscores the need for a strategic rethinking of digital content and the rea൶rmation of the human factor as a fundamental source of trust in an era increasingly shaped by automated and synthetic media.
Музиката и радиото в цифрова среда
Музиката и радиото в цифрова среда
(Music Production and Radio in Digital Environment)
- Author(s):Diliana Kirkovska
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:161-179
- No. of Pages:19
- Keywords:media music; digital radio;rightholders of musical works; webcasting
- Summary/Abstract:Music as an art form is closely connected to radio as a medium. The concept of media music, music performed and delivered to consumers through an intermediary, a technical means of mass distribution, is a starting point for studying music on the radio. Radio revolutionized music – it was the first independent cultural sphere that merged into the new media at the beginning of the 20th century. Music became unthinkable without radio stations, and the phenomenon of „radio music“ appeared. The text examines the musical work in its essence, main characteristics, copyright, and related rights in use. Music occupies a major role and place in radio content, due to its speci¿city as an electronic medium. It is especially powerful in radio programs which rely primarily on it as a main component of the program. The legitimate use of musical works on the radio occurs through licensing of music. For each di൵erent type of use of the musical work, payment for the creative work of the authors, performers and producers is due. In the digital environment, this is no exception, but the settlement of copyright and related rights for music in radio is complicated by the multiplication of opportunities for using music outside the linearity of the radio program – streaming, webcasting, simulcasting, podcasting. The philosophy of accountability for use and the criteria for payment are di൵erent – usually based on the number of simultaneous connections or the number of subscribers, with the tari൵s of the collective rights management organizations in our country, MUSICAUTOR and PROFON, being adopted for compensation.
Развитие на визуалната комуникация и изграждането на телевизионни брандове
Развитие на визуалната комуникация и изграждането на телевизионни брандове
(Development of Visual Communication and the Construction of Television Brands: Contemporary Strategies and Challenges)
- Author(s):Leda Tsvetkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:181-199
- No. of Pages:19
- Keywords:brand; mythology; consumers; design
- Summary/Abstract:The media brand of а television channel is the first visual element that attracts viewers and serves as the foundation for the creation of brand identity. It reÀects the corporate values of the media organization and functions as a symbol of the brand in the public sphere. The present study explores the role of the brand's construction and mythological symbolism in the development of the television media brand. It examines their inÀuence on audiences and identi¿es kay factors contributing to the success and recognition of television brands. The research is based on a comparative analysis of selected international television channels and program brands, focusing on their visual communication strategies and semiotic characteristics.
Емоционално удовлетворение и медийно въздействие – промени в медийното съдържание и поведението на аудиторията
Емоционално удовлетворение и медийно въздействие – промени в медийното съдържание и поведението на аудиторията
(Emotional Satisfaction and Media InÀuence – Changes in the Media Content and the Audience Behaviour)
- Author(s):Maria Popova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:201-215
- No. of Pages:15
- Keywords:media influence; emotional satisfaction; media; audience; media content
- Summary/Abstract:The purpose of the study is to describe what changes are observed both in the forms of the media content and in the audience's behaviour based on the emphasis placed on the mediatization of emotions in the public space. As well as to assess to what extent the emotional interpretation of the media information transforms the variants in the media impact, the stages through which it is constructed and its complex manifestation in the behaviour and reactions of the media man, in his or her ability to form a successful personal identity.
Изграждане на доверие чрез корпоративните комуникации в дигиталната ера
Изграждане на доверие чрез корпоративните комуникации в дигиталната ера
(Building Trust through Corporate Communications in the Digital Era: Professional, Ethical, and Managerial Challenges)
- Author(s):Petya Stefanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:217-225
- No. of Pages:9
- Keywords:trust; digital transformation; communication ethics; reputational risk; managerial communications; communication crisis
- Summary/Abstract:The article examines how corporate communications build and maintain trust in a rapidly evolving digital environment. It explores the professional challenges arising from the shift toward dialogic, interactive communication models, as well as the growing need for new competencies related to emerging technologies such as artificial intelligence and big data. The ethical dimensions of transparency, authenticity and data protection in digital communication are analyzed as foundational elements for trust-based relationships between organizations and their stakeholders. The study further addresses key managerial aspects, including the strategic integration of the communication function, the development of effective internal communication, the management of reputational risks, and preparedness for crises in social media. Based on these insights, the article proposes strategic guidelines for e൵ective trust management through corporate communications. It concludes that organizational resilience and success in the digital era depend on the ability to build and sustain trust through ethical, transparent, and strategically coordinated communication practices.
Визуална комуникация и достъп до здравни грижи – аспекти на управлението на бранда
Визуална комуникация и достъп до здравни грижи – аспекти на управлението на бранда
(Visual Communication and Access to Healthcare – Aspects of Brand Management)
- Author(s):Stanimira Pashova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:227-234
- No. of Pages:8
- Keywords:visual communication; healthcare branding; public hospitals; accessibility; visual identity; brand management
- Summary/Abstract:Visual communication is a key factor shaping patient accessibility, institutional transparency, and trust in public healthcare. This article examines how visual identity and design principles influence perception, orientation, and overall brand management in public hospitals in Bulgaria. Drawing on theoretical perspectives from visual culture and health communication, the study explores how coherent visual systems support patient orientation, reduce cognitive barriers, and reinforce the institutional mission of public healthcare providers. The analysis builds on a comparative review of visual identity elements observed in state hospitals, including logos, typography, color systems, signage, and digital interfaces. The findings reveal several systemic challenges – fragmented visual identity, outdated digital environments, and weak internal communication – alongside notable opportunities for strengthening public trust through consistent, accessible, and human-centered design. The discussion places these results within broader frameworks of brand management and public health communication, emphasizing visual identity as not merely an aesthetic dimension but a strategic resource for enhancing credibility, competitiveness, and social legitimacy in the healthcare sector.
Териториална вграденост и идентичност в конфликта ние-другите: темата за украинските бежанци, отразена в българските регионални медии
Териториална вграденост и идентичност в конфликта ние-другите: темата за украинските бежанци, отразена в българските регионални медии
(Territorial Embeddedness and Identity in the Us-Others ConÀict: The Topic of Ukrainian Refugees as Covered by Bulgarian Regional Media)
- Author(s):Dilyana Toncheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:237-244
- No. of Pages:8
- Keywords:Ukrainian refugees; Bulgarian regional media; content analysis; us others; otherness; intercultural sensitivity; media framing; territorial identity; refugee integration; local journalism
- Summary/Abstract:This article examines how Bulgarian regional media covered the topic of Ukrainian refugees during 2022–2023, drawing on Milton Bennett‘s Developmental Model of Intercultural Sensitivity as a theoretical framework for understanding the us-others dynamic. Through a content analysis of the online editions of seven regional newspapers – each representing a distinct administrative-territorial unit of Bulgaria – a total of 273 publications were coded using a structured coding diary. The analysis tracks authorship, headlines, thematic categories, genre, readership figures, tone of coverage, key vocabulary, and the types of speakers/participants featured. Results indicate that the dominant narrative is framed within a neutral, news-oriented register, reflecting professional detachment rather than editorial engagement. Over two-thirds of the publications present representatives of official institutions as the primary voices on the issue. Positive coverage – emphasizing solidarity, volunteering, and humanitarian aid – accounts for 41% of materials, while explicitly negative coverage remains marginal at under 3%. Local variation is observed: regions with higher refugee presence (e.g., Burgas) show a greater incidence of conflict-related reporting, whereas other areas foreground integration and community support. The study concludes that regional media functioned primarily as informational intermediaries, moderately encouraging solidarity rather than acting as mobilizers of fear or sources of critical community reÀection. The otherness of Ukrainian refugees is constructed through an institutionally mediated, largely neutral, and occasionally empathetic lens.
Analysis of the Institutional Communication Strategy for the Adoption of the Euro in Bulgaria
Analysis of the Institutional Communication Strategy for the Adoption of the Euro in Bulgaria
(Analysis of the Institutional Communication Strategy for the Adoption of the Euro in Bulgaria)
- Author(s):Iliyana Marinkova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:245-253
- No. of Pages:9
- Keywords:disinformation; institutional communication; European integration; strategic communication; public information campaigns
- Summary/Abstract:This report analyzes the disinformation surrounding Bulgaria's adoption of the euro within the broader context of narratives targeting the country's European identity. It examines the geopolitical and societal conditions that gave rise to the anti-euro campaign. Particular attention is paid to the Bulgarian government's communication strategy aimed at raising public awareness about the euro adoption process. The report outlines the core activities set forth in the institutional communication plan and evaluates its shortcomings in order to propose improvements – both in terms of the content and timing of communication e൵orts, as well as the development of societal resilience to disinformation. The report underscores the need for a comprehensive, strategically coordinated, and timely communication framework that addresses not only the technical aspects of monetary integration, but also the challenges of information security and public resilience.
Криза в реално време: медийна компресия на процесите на вземане на решения в дигиталната публична среда
Криза в реално време: медийна компресия на процесите на вземане на решения в дигиталната публична среда
(Crisis in Real Time: Media Compression of Decision-Making Processes in the Digital Public Environment)
- Author(s):Mila Serafimova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:255-269
- No. of Pages:15
- Keywords:crisis communication; real-time media; digital publicness; political decision-making; democratic discourse
- Summary/Abstract:This article examines how media ecosystems and real-time digital publicness transform crisis governance and communication by compressing the temporal parameters of political and administrative response. The study focuses on the case of the flash flood in the Elenite resort complex in October 2025, during which real-time media coverage coincided with an accelerated process of institutional decision-making, including the public announcement of the demolition of a structure linked to illegal interventions in the riverbed. Through content and discourse analysis of national and international media, combined with a chronological examination of public statements and political actions, the article advances the argument that digitally accelerated visibility of the crisis led to a compression of the traditional cycle of public attention and political decision-making. The study proposes a conceptual elaboration of the notion of media compression of policies, understood as a process of synchronization between public outrage, institutional communication, and governance action under conditions of real-time media operation. The article contributes to ongoing debates on crisis communication, political legitimacy, and democratic public discourse in the digital environment, while also accounting for national speci¿cities.
Моралните норми в дигиталната медийна среда
Моралните норми в дигиталната медийна среда
(Moral Norms in the Digital Media Environment)
- Author(s):Nikolay Mihaylov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:271-278
- No. of Pages:8
- Keywords:digital media; professional ethics; online communication; regulation in digital media; media environment
- Summary/Abstract:The article defends the position that even in the conditions of digital and technological change in the media environment, the normative approach to explaining and building professional morality remains leading for professional communicators. It examines the consequences of the digital revolution in the media and its signi¿cance for the professional morality of all specialists involved in public communication. Based on a representative empirical study, the trends and changes in the processes of regulation and self-regulation of public communication processes in a digital media environment are analysed and summarized.
Media-Social Polarization in Slovakia as a Crisis of Communication (Epistemic and Ethical Challenges for Social Actors)
Media-Social Polarization in Slovakia as a Crisis of Communication (Epistemic and Ethical Challenges for Social Actors)
(Media-Social Polarization in Slovakia as a Crisis of Communication (Epistemic and Ethical Challenges for Social Actors))
- Author(s):Slavomír Gálik, Sabína Gáliková Tolnaiová
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:279-294
- No. of Pages:16
- Keywords:media polarization; social polarization; Slovakia; alternative media; mainstream media; media credibility
- Summary/Abstract:This article analyzes media-social polarization in Slovakia as a fundamental crisis of communication, examining its epistemic and ethical dimensions and proposing frameworks for its resolution. The Slovak media landscape is characterized by a binary division between mainstream and alternative media, each cultivating ideologically homogeneous „tribal“ audiences that are increasingly hostile toward one another. Drawing on research by the DEKK agency and Reuters, the authors demonstrate that by 2024 Slovakia had reached a toxic level of polarization – ranking second to last among EU member states – with consequences including the assassination attempt on Prime Minister Robert Fico. The article argues that the root cause of this crisis lies not in media technologies themselves, but in a deeper spiritual-cultural crisis of reason, morality, and the value of truth in Slovakia's collective mentality, manifested as an epistemic-ethical failure of social actors. The declining credibility of mainstream media – with public trust falling from 34% in 2018 to 23% in 2025 – is identified as a key driver of alternative media growth, itself partly attributable to mainstream media's own professional and ethical failures, including political bias, ideological activism, and suppression of dissenting voices. The authors outline two frameworks for addressing polarization: one targeting media and journalists (emphasizing dialogue, pluralism, ethical self-regulation, and professional integrity), and another targeting the public (emphasizing media literacy, critical thinking, and axiological-ethical education). The article concludes that overcoming polarization requires forming a new culture and ethos of communication oriented toward the common good, achievable only through long-term, systemic effort.
Използвани комуникационни стратегии и инструменти при дебата за еврото във Facebook
Използвани комуникационни стратегии и инструменти при дебата за еврото във Facebook
(Communication Tools and Strategies Used in the Debate about the Euro on Facebook)
- Author(s):Toma Nikolchev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:295-324
- No. of Pages:30
- Keywords:euro; messages; social media; Facebook
- Summary/Abstract:The paper analyses the communication strategies and tools that supporters and opponents of Bulgaria’s adoption of the euro use on the social media platform Facebook to inÀuence public opinion. It examines the current state of public attitudes to determine the extent to which the strategies and tools employed are achieving their goals, as well as to identify areas of success and failure for each side. Particular attention is paid to the attitudes of the younger generation, for whom it is essential to develop informed financial literacy on the subject.
Анонимни снимки: изчезващото авторство на онлайн фотографията
Анонимни снимки: изчезващото авторство на онлайн фотографията
(Anonymous Images: The Vanishing Authorship of Online Photography)
- Author(s):Bilyana Jivkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:327-342
- No. of Pages:16
- Keywords:photography; author; authorship; online news media
- Summary/Abstract:The article argues that online news sites are dominated by visual content, and that photographs play an important role in news. They help, and in many cases are even essential, in providing news context. Their visual mode is the surest guarantee that the news is more noticeable, but also an incentive for the audience to read further. The publication explores authorship as a concept, discusses the authorship of photographs, as well as some regulatory documents related to copyright and their application in relation to photographic materials. The lack of legal and state regulations in Bulgaria regarding the indication of the author of non-verbal text in the media is also emphasized. In the practical part of the article, an observation of three Bulgarian news sites is conducted in order to track the degree and frequency of the presence of authorship of the photographs used. The observation aims to confirm the hypothesis that in the news media it is a practice not to indicate the names of the authors of the images.
Стойностни структури при промяна на бизнес моделите
Стойностни структури при промяна на бизнес моделите
(Value Structures of Change in the Business Models)
- Author(s):Biser Zlatanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:343-352
- No. of Pages:10
- Keywords:business model; media product; value structure; value
- Summary/Abstract:Changes in the media environment and the ongoing transformation of the media economy require thorough examination of their foundations. The central focus of this paper is on value structures and their integration into business models. Even today, business models remain subject to vague definitions and are often poorly understood in terms of their analytical potential. We argue that a model should represent structured knowledge, where information is systematically organized. This principle applies to the business model, and we propose a conceptual framework designed to capture the key shifts in value structures.
Инфлуенсърите като комуникационни посредници: етични граници и отговорности при рекламиране на хазарт
Инфлуенсърите като комуникационни посредници: етични граници и отговорности при рекламиране на хазарт
(Influencers as Communication Intermediaries: Ethical Boundaries and Responsibilities in Gambling Advertising in the Bulgarian Digital Environment)
- Author(s):Viktoria Mladenova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:353-362
- No. of Pages:10
- Keywords:influencers; gambling advertising; digital communication; ethical norms; social media; brand ambassadors; content creators; online advertising; Bulgaria; responsible communication
- Summary/Abstract:The rapid growth of digital media and social networks has transformed inÀuencers into key communication intermediaries capable of shaping the attitudes and consumer behavior of large audiences. This paper examines the role of influencers in the promotion of gambling products and services within the Bulgarian digital environment, with a particular focus on the ethical dimensions of such activity. Drawing on a review of applicable ethical norms in digital communication — including platform community guidelines and broader principles of moral responsibility — the paper analyzes the presence of gambling advertising in Bulgarian social media and identities the main mechanisms through which it operates: direct brand ambassador partnerships, sponsored reality-format content, and indirect product placement. Three concrete case studies are discussed: celebrity ambassadors for major Bulgarian gambling operators (Efbet, Win-Bet, Betano, and others), the television reality show SESAME Игри на волята sponsored by the gambling company Sesame, and the YouTube reality format Къщата на инфлуенсърите sponsored by WinBet. The analysis demonstrates that even indirect associations between inÀuencers and gambling brands carry signi¿cant ethical risks — above all, the normalization of gambling among broad and potentially vulnerable audiences. The paper further notes that the 2024 amendments to Bulgaria’s Gambling Act, which banned gambling advertising in traditional media, left social media largely unregulated, e൵ectively redirecting gambling promotion budgets toward inÀuencer marketing. The authors conclude that greater ethical self-regulation on the part of content creators is essential for building a more responsible digital environment.
Меметизирана журналистика: професионални и етични дилеми в епохата на алгоритмично споделяне
Меметизирана журналистика: професионални и етични дилеми в епохата на алгоритмично споделяне
(Memetized Journalism: Professional and Ethical Dilemmas in the Age of Algorithmic Sharing)
- Author(s):Gergana Boneva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:363-380
- No. of Pages:18
- Keywords:memetization; journalism; digital culture; social media; media ethics; algorithms; visual communication
- Summary/Abstract:Within platform culture and algorithm-driven distribution, journalistic content is increasingly transformed into short, visually dominant, and ironic formats characteristic of memetic communication. The purpose of this study is to examine the phenomenon of the “memetization of journalism” and the professional and ethical dilemmas associated with it. The research applies qualitative content analysis combined with a case study approach based on global and local media events. The results identify four main models of memetization: reduction of complexity, ironic re-semantization, memetic personi¿cation and the algorithmic viral accelerator. The analysis demonstrates that while memetization enhances the visibility of socially significant topics, it also challenges key journalistic standards such as contextualization, verification and responsibility. The study contributes to understanding the transformed role of journalism in digital environments and highlights the need for ethically and visually informed professional practices.
Новите „пазачи на портата“ – дигиталните активисти в защита на демокрацията чрез хумор в социалните медии
Новите „пазачи на портата“ – дигиталните активисти в защита на демокрацията чрез хумор в социалните медии
(The New Gatekeepers – Digital Activists in Defence of Democracy Through Humour in Social Media)
- Author(s):Daniel Nenchev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:381-393
- No. of Pages:13
- Keywords:digital activism; political satire; social media; influencers; democracy; gatekeepers; mediamorphosis; civil society
- Summary/Abstract:Amid eroding trust in traditional media and political instability, democratic societies face disinformation and low media literacy. This study analyzes the role of digital activists and inÀuencers as new „gatekeepers“ who employ humor and satire to defend democratic values and civic emancipation. Using qualitative content analysis and a theoretical review of mediamorphosis and convergence, the article examines case studies of popular Bulgarian content creators (Stefan Popov-Chefo, Mimi Shishkova, Elena Telbis). The analysis demonstrates that political satire in video formats successfully bypasses institutional ¿lters, informing, educating, and mobilizing civil society through infotainment. The text argues that in the digital age, humor is not merely entertainment but a critical tool for civic resistance, community building, and defending freedom of speech.
Обществените медии в TikTok: рискове и възможности за спечелване на доверието на аудиторията
Обществените медии в TikTok: рискове и възможности за спечелване на доверието на аудиторията
(Public Media on TikTok: Risks and Potential for Building Audience Trust)
- Author(s):Ivo Todorov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:395-408
- No. of Pages:14
- Keywords:public trust; platformization; algorithmic mediation; youth audiences; digital journalism; media literacy
- Summary/Abstract:The digital transformation of the media and the rise of short-form video platforms present public service media with new challenges related to reaching younger audiences while simultaneously maintaining public trust. This study aims to analyze the presence of public service media on TikTok as a specific form of platform-mediated public communication. The objective of the research is to assess the risks and the potential for building trust with audiences under conditions of algorithmic selection and personalization. Methodologically, the paper is based on a qualitative theoretical and analytical approach, including a review of scholarly literature and a comparative analysis of practices among European public service media. The findings indicate that TikTok offers opportunities to reach young audiences and to develop new forms of authenticity, while at the same time constraining the reproduction of institutional trust. The study contributes to the ongoing debate on the role of public service media within the platformized public sphere.
Социално въздействие чрез създаване на съдържание в дигиталните платформи
Социално въздействие чрез създаване на съдържание в дигиталните платформи
(Social Impact through Content Creation on Digital Platforms)
- Author(s):Maria Markova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:409-426
- No. of Pages:18
- Keywords:content creation; digital platforms; social impact; social networks
- Summary/Abstract:In the era of digitalization and global communication, social networks have established themselves as some of the most powerful tools for social interaction, cultural formation, and political mobilization. From platforms such as Facebook and Instagram to the rapidly expanding ecosystems of TikTok and YouTube, the content created and shared on social networks shapes new social structures and behavioral patterns. Despite the enthusiasm surrounding the democratic nature of online communication, a growing body of research points to concerning trends in the social impact of digital content. This report critically examines how content creation on social networks generates social inÀuence, analyzed through the lenses of cultural theory, social psychology, and digital humanities. Vangelov notes: “An e൵ective presence on social networks is important for any organization that values its social image and, above all, its connection with its users.”¹ The author of this report argues that social networks do not merely reÀect society, but actively transform it—they shape new models of communication, identity, and inÀuence. While the digital environment promises accessibility and freedom of expression, it often also produces new risks—from cultural homogenization to algorithmic manipulation and psychosocial stress. Therefore, it is crucial to approach social networks not as a neutral space, but as a cultural and political infrastructure, whose influence, driven by content creation, must be analyzed critically, responsibly, and interdisciplinarily.
Strategic Communication Approaches in B2b Projects
Strategic Communication Approaches in B2b Projects
(Strategic Communication Approaches in B2b Projects)
- Author(s):Anita Bedin
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:429-439
- No. of Pages:11
- Keywords:strategic communication; core communication principles; storytelling
- Summary/Abstract:This article examines strategic communication approaches in Business-to-Business (B2B) projects through a qualitative case study of the Kärcher Bulgaria “Car Wash Project”. The study aims to analyze how communication strategies, tools, and messaging contribute to building an expert image and achieving measurable business outcomes. The research applies a qualitative methodology based on media monitoring, analysis of corporate communication channels, and review of academic literature. The findings demonstrate a strong correlation between strategic communication planning, integrated media execution, and achieved business results, including increased inquiries and turnover growth. The study contributes to the field by outlining practical and transferable principles for effective B2B communication, while also highlighting the importance of data-driven evaluation and ethical communication practices.
Nationalism and Media in the Age of Globalization: Transformation of Identity through Linguistic, Cultural, Economic and Digital Dimensions
Nationalism and Media in the Age of Globalization: Transformation of Identity through Linguistic, Cultural, Economic and Digital Dimensions
(Nationalism and Media in the Age of Globalization: Transformation of Identity through Linguistic, Cultural, Economic and Digital Dimensions)
- Author(s):Irma Gabinashvili
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:441-447
- No. of Pages:7
- Keywords:nationalism; globalization; media studies; linguistic identity; cultural memory; georgia; journalism
- Summary/Abstract:This paper analyzes the transformation of nationalism in the context of globalization, with a particular focus on Georgia as an illustrative case of identity renegotiation mediated through traditional and digital communication channels. Although globalization intensifies transnational information flows and introduces new cultural influences, national identity in Georgia remains resilient due to its strong linguistic, cultural, economic, and security foundations. Drawing on theoretical insights from McLuhan, Huntington, and contemporary cultural studies, this research argues that media—both legacy and digital—play a decisive role in reframing national identity. Through linguistic policies, economic development initiatives, security-oriented discourse, and emerging forms of digital activism, Georgian nationalism adapts to global dynamics while maintaining distinctive cultural markers. The rise of digital nationalism demonstrates how online platforms reshape civic participation and cultural representation. The findings indicate that nationalism and globalization function not as opposing forces but as interconnected processes that co-construct modern identity within the Georgian socio-political landscape.
Billboards of Belonging: Civic Outdoor Visuals against Anti-LGBTQ+ Policies in Bulgaria (2024–2025)
Billboards of Belonging: Civic Outdoor Visuals against Anti-LGBTQ+ Policies in Bulgaria (2024–2025)
(Billboards of Belonging: Civic Outdoor Visuals against Anti-LGBTQ+ Policies in Bulgaria (2024–2025))
- Author(s):Iva Ivanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:449-458
- No. of Pages:10
- Keywords:civic visual communication; outdoor media; LGBTQ+ rights; protest visuals; Bulgaria; public space; visual framing
- Summary/Abstract:This article examines civic outdoor visuals in Bulgaria as a form of democratic resistance against anti-LGBTQ+ policies in the period 2024–2025. Focusing on billboards, protest placards, and their digital counterparts, it explores how public visual materials contested exclusionary narratives and articulated alternative claims to belonging, legitimacy, and visibility. The study is organized as a case-based analysis situated in the context of heightened political and symbolic conÀict around LGBTQ+ presence in Bulgaria. Methodologically, it combines visual content analysis with interpretive analysis of framing strategies, symbolic resources, and legitimacy-building elements embedded in the visuals. The ¿ndings indicate that civic outdoor visuals functioned not only as expressive protest artifacts but also as instruments of public orientation, a൵ective solidarity, and civic legitimation. In this context, public imagery became a means through which belonging was made visible and democratic resistance was spatially articulated. The article contributes to research on visual communication, civic resistance, and the role of public imagery in polarized and exclusionary environments.
Mapping the Echo: Studio Audience Reactions in the Discourse of Late-Night Shows
Mapping the Echo: Studio Audience Reactions in the Discourse of Late-Night Shows
(Mapping the Echo: Studio Audience Reactions in the Discourse of Late-Night Shows)
- Author(s):Kiril Havezov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:459-468
- No. of Pages:10
- Keywords:late-night shows; studio audience; reactions; speech tempo; multimodal discourse; hybrid genres
- Summary/Abstract:The study examines studio audience reactions as a rhetorical mechanism within the hybrid discourse of late-night political comedy, where meaning emerges dynamically rather than through scripted delivery alone. It aims to conceptualise the echo engine as a process of live meaning co-production and to test whether speech tempo and reaction patterns reveal stable differences across formats within the hybrid genre. The analysis draws on 21 monologues from four U.S. late-night shows, processed through a workflow that combines transcript standardisation and real-time annotation with a custom tool. The results show that tempo reliably indicates the shifting balance between journalistic (informational) density and performative interaction, while systematically mapped reactions demonstrate the audience's structural agency in shaping rhetorical momentum. The study provides a replicable analytical framework for hybrid media genres.
US Presidential Elections: Reflections in Two Elite Bulgarian Dailies
US Presidential Elections: Reflections in Two Elite Bulgarian Dailies
(US Presidential Elections: Reflections in Two Elite Bulgarian Dailies)
- Author(s):Lilia Raycheva
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:469-477
- No. of Pages:9
- Keywords:US presidential elections; elite Bulgarian dailies; coverage
- Summary/Abstract:Initiated by North Dakota State University in the USA, an international comparative study was conducted on the coverage of the US presidential election on November 5, 2024, in elite print dailies. Publications for five days were examined – from Monday, November 4 to Friday, November 8 in 13 countries from six continents. The study was repeated with the coverage of the inauguration of the elected US President Donald Trump – from Saturday, January 19 to Thursday, January 23, 2025. Methodologically, the collected material was analyzed quantitatively and qualitatively. For data comparability, a single guide with a dozen variables was used. The goal of the study in Bulgaria was to evaluate the coverage of the U.S. elections in two mainstream dailies (“24 Chasa” and “Trud”). In addition to the specifics of quantitative data, a variety of appropriate qualitative methods (such as interviews and focus group discussions) were applied to obtain reliable results.
Intervention Fields in Reading Competences and Literacy: Comparative Analysis of National Policies
Intervention Fields in Reading Competences and Literacy: Comparative Analysis of National Policies
(Intervention Fields in Reading Competences and Literacy: Comparative Analysis of National Policies)
- Author(s):Monica Dimitrova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:479-489
- No. of Pages:11
- Keywords:reading promotion; reading policy; literacy policy; literacy enhancement; PISA; education policy
- Summary/Abstract:National policies for reading promotion and literacy enhancement are vital to building informed and empowered societies with strong economies. The study analyses and compares the reading strategies of 16 European countries, identifying key intervention ¿elds, determining the policies that result in high reading competences as measured by PISA, and outlining the de¿cits in the ones with lower performance. A common trait between best-performing countries, such as Ireland, Norway, and Finland, is that they treat literacy as a central societal value, supported by sustained institutional commitment, strong political will, early literacy interventions, curriculum integration, and cross-sectoral collaboration. In contrast, lower-performing countries, such as Bulgaria, adopt fragmented, short-term policies lacking systemic support and educational reform. The comparative analysis reveals that successful literacy strategies rely not only on educational initiatives but also on their alignment with broader societal priorities and governance structures.
Fact-Checking Strategies Among the Slovak Population
Fact-Checking Strategies Among the Slovak Population
(Fact-Checking Strategies Among the Slovak Population)
- Author(s):Norbert Vrabec
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Fake News - Disinformation
- Page Range:491-504
- No. of Pages:14
- Keywords:fact-checking; media credibility; verification strategies; misinformation; media literacy; Slovakia; information behaviour; digital competence; credibility assessment; audience research
- Summary/Abstract:The article investigates how adults in Slovakia verify the reliability of media information. Although the academic literature offers many fact-checking models and approaches, little is known about how lay citizens use these methods in everyday life. To bridge this gap, researchers conducted a national survey of 1000 randomly selected respondents. Respondents were invited to ascertain which are the strategies they use in general when deciding on whether a news item is factual. The data permitted an examination not only of how frequent various veri¿cation strategies are but also how many methods one typically couples, in what such methods tend to cluster, and what types of veri¿cation pro¿les characterize the population. The results paint a rather uneven picture. Although a few respondents combine several complementary methods, for many the practice is limited to one or two more straightforward approaches, either having a look at other web sites, or searching for information on well-known blogs. There is also a signi¿cant proportion who never try to check information, which clearly presents a risk in today’s media environment where manipulated or untrue content abounds. Correlation and clustering analyses identify discrete behavioural patterns, such as an “online veri¿cation cluster” and a fairly autonomous group attentive primarily to textual features. The sample is divided into five broader segments, categorizing high-activity verifiers to inactive entities. In sum, it can be stated that the level of media literacy in Slovakia varies widely across society. A large proportion of people use rudimentary or heuristic checking methods, and these tend to be less systematic or rigorous. These results underscore the importance of tailored education programs in accordance with varying levels of verification competency in a population. Developing these skills is likely to be instrumental in boosting public resilience to misinformation and facilitating con¿dent and informed media engagement.
Reconstruction of World War II in Contemporary Russian Films
Reconstruction of World War II in Contemporary Russian Films
(Reconstruction of World War II in Contemporary Russian Films)
- Author(s):Svetlozar Kirilov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Hybrid Warfare
- Page Range:505-514
- No. of Pages:10
- Keywords:World War II; Russian films; Soviet films; soft power
- Summary/Abstract:The article discusses Russian films about World War II since 2000 and their contribution to Russia's soft power. These new Russian movies have reconstructed World War II, focusing on some topics atypical for the war films from the Soviet era: huge Soviet casualties; omitted battles, such as that near Rzhev in 1942; the barrier troops, who killed retreating Soviet soldiers; the contribution to the war effort of non-Russian Soviet soldiers, emphasized now most likely to maintain the loyalty of non-Russian citizens of the Russian Federation. The new Russian movies about WWII still avoid some uneasy themes: the Soviet invasion of Poland in 1939; the war against Finland; the occupation of the Baltic countries in 1940; help from the United States. The non-democratic character of Stalin's system has been covered in some of the new films, but most contemporary Russian filmmakers have preferred to reconstruct Soviet society as united against a common enemy, instead of showing tensions between the political rulers and citizens or between di൵erent social groups: a portrait congruent with the renewed ambitions of Russia in the world and building the country’s soft power.
