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Communication Management: Theory and Practice in the 21st Century Cover Image

Communication Management: Theory and Practice in the 21st Century
Communication Management: Theory and Practice in the 21st Century

12th Central and Eastern European Communication and Media Conference CEECOM 2019

Contributor(s): Vesselina Valkanova (Editor), Andreana Eftimova (Editor), Nikolai Mihailov (Editor), Teodora Petrova (Editor), Efrem Efremov (Editor), Kalin Kalinov (Editor)
Subject(s): Social Sciences, Education, Media studies, Communication studies, Theory of Communication, Higher Education
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication; management; academic; journalism; media; university; ECREA; CEECOM
Summary/Abstract: The current volume “Communication Management: Theory and Practice in the 21st Century” consists of the articles presented at the international scientific conference of the same name, which was held in Sofia in June 2019. The event was organized by the Faculty of Journalism and Mass Communication at the Sofia University “St. Kliment Ohridski”, in cooperation with the ECREA Central and East European Network and the CEECOM Consortium.Both the scientific forum and the current volume are dedicated to an important anniversary for the Bulgarian scientific and academic community – 45 years of the founding of the Faculty of Journalism and Mass Communication (FJMC) at the Sofia University as an independent academic unit with the aim to educate students in the fields of social communication, journalism and media.

  • E-ISBN-13: 978-619-7567-04-5
  • Print-ISBN-13: 978-619-7567-03-8
  • Page Count: 490
  • Publication Year: 2020
  • Language: English
THE FIRST ROMANIAN FEMALE PRIME MINISTER IN THE NATIONAL NEWS: TOPICS AND PATTERNS OF MEDIA COVERAGE

THE FIRST ROMANIAN FEMALE PRIME MINISTER IN THE NATIONAL NEWS: TOPICS AND PATTERNS OF MEDIA COVERAGE
(THE FIRST ROMANIAN FEMALE PRIME MINISTER IN THE NATIONAL NEWS: TOPICS AND PATTERNS OF MEDIA COVERAGE)

  • Author(s):Simona Rodat
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:14-27
  • No. of Pages:14
  • Keywords:female prime minister; media coverage; media framing; mediatization; Romania
  • Summary/Abstract:Since January 2018, the government of Romania is headed by a woman, Vasilica Viorica Dăncilă, the first female prime minister in the history of the country. Beyond other controversial issues relating to the political situation in Romania, especially those in connectionwith the frequent changes of prime ministers in recent years, media covered the appointment ofMrs. Dăncilă as prime minister with special scrutiny, paying attention to details that were notregarded as such in the case of the prior appointed male prime ministers. Thus, discussions could be encountered in the press, on themes mostly or only related to women, such as: how does this person look, how she dresses, how is her hairdo, what “female tricks” she uses, through what specific female strategies did she manage to have this rising political career or what man she owes her success.
COMMUNICATION STRATEGIES OF THE MACEDONIAN OPINION LEADERS IN ONLINE MEDIA BEFORE THE VOTING ON CONSTITUTIONAL CHANGES IN MACEDONIAN PARLIAMENT

COMMUNICATION STRATEGIES OF THE MACEDONIAN OPINION LEADERS IN ONLINE MEDIA BEFORE THE VOTING ON CONSTITUTIONAL CHANGES IN MACEDONIAN PARLIAMENT
(COMMUNICATION STRATEGIES OF THE MACEDONIAN OPINION LEADERS IN ONLINE MEDIA BEFORE THE VOTING ON CONSTITUTIONAL CHANGES IN MACEDONIAN PARLIAMENT)

  • Author(s):Marijana Marković, Eleonora Serafimovska
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:28-36
  • No. of Pages:9
  • Keywords:Constitutional name change; Republic of Macedonia; online media; Opinion leader; Communication strategies
  • Summary/Abstract:During the last two years Macedonia experienced days of major historical and political changes. After the decennial dispute with Republic Greece over the use of the constitutional name of the state, and after the Greek veto for NATO and EU integration processes of Macedonia, the both sides signed Prespa Agreement. Regarding this agreement Macedonia was obligated to change the constitutional name. After the referendum, the crucial vote in the MacedonianParliament on the constitutional changes followed. The research objective is recognition of Macedonian opinion leader’s communication strategies in online media during the period after the referendum and before crucial voting in the Macedonian Parliament: from 30 September to 11th of January.
POLYPHONIC ORCHESTRATION OF POLITICAL PROPAGANDA IN XXI EUROPE: THE CASE OF POLAND IN 2015-2019

POLYPHONIC ORCHESTRATION OF POLITICAL PROPAGANDA IN XXI EUROPE: THE CASE OF POLAND IN 2015-2019
(POLYPHONIC ORCHESTRATION OF POLITICAL PROPAGANDA IN XXI EUROPE: THE CASE OF POLAND IN 2015-2019)

  • Author(s):Jacek H. Kołodziej
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:37-46
  • No. of Pages:10
  • Keywords:political propaganda; polyphonic orchestration; Poland; PiS (Law and Justice); Jarosław Kaczyński
  • Summary/Abstract:Far from the classical notions of political propaganda, once understood merely as top-down persuasion to influence mass opinion, and much closer to the Jacques Ellul’s thesis that modern propaganda is an orchestrated phenomenon, integrally drawing from existing social and cultural well-established trends, in order to effectively shape attitudes and behavior “frommere resentment to rebellion”, this text offers an insight into the phenomenon of modern political propaganda in CEE countries. The case under scrutiny is Poland of post-2010. It rests on the idea of polyphonic orchestration of national communication, what has been feasible within the premises of post-2010 crisis of democratization and Europeanization, and in the context of the rebirth of authoritarian and populist tendencies in Central Europe.
TEXT AND CONTEXT IN MEDIA PUBLICATIONS IN ELECTION TIME (24 CHASSA AND MONITOR – MARCH 2017)

TEXT AND CONTEXT IN MEDIA PUBLICATIONS IN ELECTION TIME (24 CHASSA AND MONITOR – MARCH 2017)
(TEXT AND CONTEXT IN MEDIA PUBLICATIONS IN ELECTION TIME (24 CHASSA AND MONITOR – MARCH 2017))

  • Author(s):Maria Deenitchina
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:47-57
  • No. of Pages:11
  • Keywords:media messages; text and context; daily newspapers
  • Summary/Abstract:The article examines two daily newspapers with different ownership and diverse characteristics. The aim of the research is to see if the media context influences media messages and in what directions. As communication theorists point out, certain information may have a different meaning for the audience depending on the context in which it is located. This problem is getting more and more relevant in recent years because the audience is more and more inclined to analyze the context in which media messages are served, who is the source of the information/commentary, and his/her position in the social and political life of the country.To what extent media ownership influences the content and in what direction the agenda is set.How the presence of “transition experts” has a bearing on the imposition of ideas and if there is observed some transitions in journalism functions depending on placing media content in certain context.
MEDIA MESSAGES IN THE 2019 PRE-ELECTION CAMPAIGN FOR EP IN BULGARIA (TRUD DAILY NEWSPAPER

MEDIA MESSAGES IN THE 2019 PRE-ELECTION CAMPAIGN FOR EP IN BULGARIA (TRUD DAILY NEWSPAPER
(MEDIA MESSAGES IN THE 2019 PRE-ELECTION CAMPAIGN FOR EP IN BULGARIA (TRUD DAILY NEWSPAPER)

  • Author(s):Svetlana Stankova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:58-68
  • No. of Pages:11
  • Keywords:European Parliament; pre-election campaign; content analysis; media reflection; media message
  • Summary/Abstract:The European Parliamentary elections in 2019 have a significance that it hasnever had before. The European Parliament as the only directly elected EU institution is at thecenter of the current debate on the future of Europe. It is supposed that the results of the 2019elections will contribute to shaping this future. The media as a political mediator have an importantrole in informing citizens and reflecting public opinion. The main purpose of the proposedpaper is to answer the following research question: to what extent media messages during thepre-election campaign in Bulgaria of a non-party national daily “Trud” (Labour) are focused onunderstanding the changes to be made to the EP in 2019 instead of tackling of interior politicalissues?
MEDIA POLITICIZATION: THE CONSTRUCTION OF MANIPULATIVE SPEECH IN THE CONTENT OF ROMÂNIATV, BEFORE EP ELECTIONS

MEDIA POLITICIZATION: THE CONSTRUCTION OF MANIPULATIVE SPEECH IN THE CONTENT OF ROMÂNIATV, BEFORE EP ELECTIONS
(MEDIA POLITICIZATION: THE CONSTRUCTION OF MANIPULATIVE SPEECH IN THE CONTENT OF ROMÂNIATV, BEFORE EP ELECTIONS)

  • Author(s):Alexandra Cătălina Ormenișan
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:69-81
  • No. of Pages:13
  • Keywords:propaganda; manipulation; television; Romania; European Parliament; elections
  • Summary/Abstract:Media politicization has become a growing problem in recent years. The politicalinterests of media institutions translate into content that more and more distorts the truth,especially with regard to the political sphere. Romania is not an exception to this situation, astelevision seems to be a propaganda tool in this respect.This paper analyzed one of the five news televisions in the country, RomâniaTV, knownas the supporter of the ruling Social Democrat Party. The paper focuses on how the manipulativespeech is built, and to what extent does it happen. The analysis was conducted during the lastweek of campaign for the European Parliament elections, and the days after it, in order to gainan accurate perspective on the television`s editorial policy.
POLITICAL MEMES AND WHERE TO FIND THEM: THE NEWS VALUE OF ROMANIAN MEMES

POLITICAL MEMES AND WHERE TO FIND THEM: THE NEWS VALUE OF ROMANIAN MEMES
(POLITICAL MEMES AND WHERE TO FIND THEM: THE NEWS VALUE OF ROMANIAN MEMES)

  • Author(s):Flavia Ţăran
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:82-93
  • No. of Pages:12
  • Keywords:political memes; political humor; Romania; news cycle; Facebook
  • Summary/Abstract:The political events of recent years have been reflected, to some extent, bygrassroots political memes, a trend popular especially on social media. Even more so, in the caseof Romania, memes have been seen to permeate their native platforms and seep into the newscycle, as variety pieces.The aim of this research is to identify and question the relationship between politicalmeme nexuses and mainstream media, in the context of political criticism and entertainmentvalue. Identifying the memes and correlating them with political episodes and actors lies at thecenter of this research.
POPULISTS ON SOCIAL MEDIA, QUALITATIVE AND QUANTITATIVE ANALYSIS OF EUROPEAN RIGHT-WING POPULIST PARTIES, MOVEMENTS AND NEWS SITES

POPULISTS ON SOCIAL MEDIA, QUALITATIVE AND QUANTITATIVE ANALYSIS OF EUROPEAN RIGHT-WING POPULIST PARTIES, MOVEMENTS AND NEWS SITES
(POPULISTS ON SOCIAL MEDIA, QUALITATIVE AND QUANTITATIVE ANALYSIS OF EUROPEAN RIGHT-WING POPULIST PARTIES, MOVEMENTS AND NEWS SITES)

  • Author(s):Rémi Almodt
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:94-106
  • No. of Pages:13
  • Keywords:Social media; alternative media;populism; right-wing;
  • Summary/Abstract:New media have shaped and changed the dynamics and places of debate. Onlinemedia and social networking sites have combined a multitude of functions, contents andformats in an interactive environment, providing access to large audiences with the possibilityto bypass traditional media and communication channels. For political actors, this creates a possibleenvironment for diverse agendas, frames and biases. With recent elections, held all overEurope, this work examines the way social media are used by right-wing populist actors fromAustria, France, Germany, Hungary, Italy, the Netherlands, Poland, Romania, Switzerland andthe UK. Within a data set of 56.929 posts created by API interrogation, right-wing narrative isanalysed, by using semi-automated quantitative analysis, analysing semantic and co-occurrencenetworks to identify discursive patterns in conjunction with qualitative discourse analysis ofmessages that generated the highest engagement rates.
ONLINE ROMANIAN AUTHORITY CRISIS AND RISK COMMUNICATION DURING THE 2018 SWINE FEVER OUTBREAK

ONLINE ROMANIAN AUTHORITY CRISIS AND RISK COMMUNICATION DURING THE 2018 SWINE FEVER OUTBREAK
(ONLINE ROMANIAN AUTHORITY CRISIS AND RISK COMMUNICATION DURING THE 2018 SWINE FEVER OUTBREAK)

  • Author(s):Ioan Miclea
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:108-117
  • No. of Pages:10
  • Keywords:swine fever; crisis and risk communication; IDEA model; PARC principles
  • Summary/Abstract:In August 2018, the Romanian food safety authority (NSVFSA) confirmed anoutbreak of deadly African swine fever at the largest breeding farm in Romania and all pigs wereculled. The following months hundreds of outbreaks of the disease among pigs kept in backyardsand smallholdings were reported in Romanian villages. Within this context of ambiguityand uncertainity, local authorities were accused of not having taken proper actions to preventthis outbreak since there had been warnings about the spread of the virus in various Romanianregions for over a year.This study seeks to apply a message-centered approach (Sellnow et al., 2009) to the onlinecontent generated by the Romanian Sanitary Veterinary and Food Safety Authority. Usingthe IDEA model and the PARC principles, we will provide an insight into the distribution ofthe messages on traditional and social media, into the clustering of the elements of the IDEAmodel and into the polyphony of voices on social media throughout the swine fever outbreak inRomania.
THE ROLE OF THE GOOD NEWS IN BULGARIA: A POSITIVE MODEL FOR PERSONAL DEVELOPMENT AND SOCIAL PROSPERITY

THE ROLE OF THE GOOD NEWS IN BULGARIA: A POSITIVE MODEL FOR PERSONAL DEVELOPMENT AND SOCIAL PROSPERITY
(THE ROLE OF THE GOOD NEWS IN BULGARIA: A POSITIVE MODEL FOR PERSONAL DEVELOPMENT AND SOCIAL PROSPERITY)

  • Author(s):Maria Popova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:118-128
  • No. of Pages:11
  • Keywords:good news; emotion; Bulgarian TV channel; media; journalism
  • Summary/Abstract:Media content is personalized, connected with the massive flow of information, produced by different kinds of media channels (traditional and online), as well as a variety of producers (professional journalists or consumers). Many researchers work on the mediatization of emotions, such as digital mourning practices (Giaxoglou and Doveling, 2018), mediated anger in political covering (Wahl-Jorgensen, 2019), affective news in journalism (Beckett and Deuze,2016), digital affect cultures (Döveling et al., 2018), affective publics (Papacharissi, 2015), etc. More and more TV channels include good news in their newscasts. The incorporation of positive news values indicates the society’s need for a positive model for personal development and social prosperity. This is typical for social media, as well as for traditional media, where dramatic, tragic, funny, and emotional news dominates, too. My research covers the weekly program “We believe in the good”, which is part of the evening newscasts of Bulgarian private channel bTV. The case study is based on an observation of the program for a period of 55months (November 2014 – May 2019) and covers 163 news pieces that are analyzed by different criteria, such as dominant topics, forms of positive news, civil participation, opinion sources of information, types of personal reaction, and collective solidarity).
ETHICAL CHALLENGES OF ONLINE MEDIA IN SERBIA

ETHICAL CHALLENGES OF ONLINE MEDIA IN SERBIA
(ETHICAL CHALLENGES OF ONLINE MEDIA IN SERBIA)

  • Author(s):Anka Mihajlov PROKOPOVIĆ
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:129-139
  • No. of Pages:11
  • Keywords:media ethics; online journalism; Serbia; internet; online media
  • Summary/Abstract:The paper is based on the fact that in Serbia a new media sphere is created - adigital media sphere in which there are new online media and online editions of traditional media.This is evidenced by indicators defined by Pablo Boczkowski (2004: 52-55) and adapted tothe situation in Serbia, such as: the growth of the number of news portals, the growth of onlineadvertising, the increase in the number of visitors to news sites, the establishment of onlinejournalism awards, the establishment of the Association of online media and the adoption of theGuidelines for the Use of the Serbian Journalists’ Code in the Online Environment. The questionsthat arise are whether journalists are familiar with the new ethical challenges that arise inthe media sphere on the Internet, and whether they know the solutions offered in the Guidelinesfor the Use of the Serbian Journalists’ Code in the Online Environment. The hypothesis that willbe tested is that journalists of online media are familiar with the principles of journalistic ethicsand adhere to them. Depending on the results of the research, the specifics of the online mediasphere in Serbia can be considered when the ethical norms are in question, which relate to awhole spectrum of new relationships, such as the relation of digital media to user comments andthe relation of these media to the use of information published on social media.
FRAMING OF MEDIA DISCOURSE ONLINE ON VIOLENCE AGAINST WOMEN IN SERBIA

FRAMING OF MEDIA DISCOURSE ONLINE ON VIOLENCE AGAINST WOMEN IN SERBIA
(FRAMING OF MEDIA DISCOURSE ONLINE ON VIOLENCE AGAINST WOMEN IN SERBIA)

  • Author(s):Jovica Pavlović
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:140-149
  • No. of Pages:10
  • Keywords:Online media; social media; media discourse; violence against women; the Republic of Serbia
  • Summary/Abstract:Through selection and positioning of certain topics, media create an agenda of relevant social issues and through framing and reinforcing, they also determine citizens’ way of thinking on these issues and participate in constructing a certain discourse. Acting as public dialogue facilitators, media assume a role in the social power reproduction. But, the online sphere implies greater citizen participation in public dialogue, as opposed to the traditional media’s prime task of audience informing.This paper explores the framing of violence against women in Serbian online media. Our objective was to explore how the media discourse on violence against women is shaped though the dynamic of interaction between interpretive frames set by the online media editorial teams and the manner in which online commenters frame the news. The paper leans on an empirical survey covering the period January-February 2019, which applies content analysis and discourse analysis to the convenience sample. The research covers both physical and verbal violence.
COMPARISON BETWEEN THE SYMBOLS OF THE BULGARIAN PROTESTS IN 2013 AND 2018-2019, REFLECTED IN THE BULGARIAN MEDIA ECOSYSTEM

COMPARISON BETWEEN THE SYMBOLS OF THE BULGARIAN PROTESTS IN 2013 AND 2018-2019, REFLECTED IN THE BULGARIAN MEDIA ECOSYSTEM
(COMPARISON BETWEEN THE SYMBOLS OF THE BULGARIAN PROTESTS IN 2013 AND 2018-2019, REFLECTED IN THE BULGARIAN MEDIA ECOSYSTEM)

  • Author(s):Neli Velinova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:150-161
  • No. of Pages:12
  • Summary/Abstract:The study discusses some major political and social implications of the new roles of the audiences viewed through the prism of the media activism in Bulgaria. It is based on comparison of two case-studies, focused on rigorous social events in the country that had significant political effects. The first one, triggered by the raise of electricity bills in 2013, is connected with disapproval of the living standards. Later in the same year the social protests developed towards sustaining the democratic achievements. The second case study is based on the many-sided social discontent in 2018, caused by existential problems and welfare divide. The proposed study aims to trace the messages of the civil protests in Bulgaria, reflected by traditional media, social media and social networks. The subject of the study is the comparison of the major societal demands as well as of the way citizens struggle for their rights in 2013 and at the end of 2018 and early 2019. The main research question is to explore the transformation, which has occurred in the communication process over the years between the maturing Bulgarian civil society and the elites in the context of the Internet based environment.
FEATURES OF INFORMATION IN ALBANIAN MEDIA ON THE ONLINE PLATFORM

FEATURES OF INFORMATION IN ALBANIAN MEDIA ON THE ONLINE PLATFORM
(FEATURES OF INFORMATION IN ALBANIAN MEDIA ON THE ONLINE PLATFORM)

  • Author(s):Eugent Kllapi
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:162-171
  • No. of Pages:10
  • Summary/Abstract:The internet brought a new meaning to the information. Thanks to digitization and convergence, new ways of interacting information between online media and different audiences took shape. One aspect of change of information is its quality. It is presented, in different nuances, so and the same in many themes or issues. We undoubtedly see a special attention to the easy and pleasant information, as well as shallow. The quality of information is important to audiences, but it is seen that this quality fades day by day, confusion increases. In saturated information terms, we find that sensationalism is packed as key information. It does not remain after sensational appearances or scandals that seem to want to say something, but they do not really say much about issues of the day. More they hide the problems of the citizens. What is the prowess with the quality of information through the internet? This approach tries to shed some light on its quality.
DEMOGRAPHIC DEVELOPMENT IN THE BULGARIAN MEDIA

DEMOGRAPHIC DEVELOPMENT IN THE BULGARIAN MEDIA
(DEMOGRAPHIC DEVELOPMENT IN THE BULGARIAN MEDIA)

  • Author(s):Ivelina Georgieva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:172-183
  • No. of Pages:12
  • Keywords:demography; media; demographic development; journalism; publicity
  • Summary/Abstract:The article aims to explore the conflicts in the field of Bulgarian demographic development. For this purpose the study analyses the work of state institutions, expert opinion and media coverage of this problems.The specificity and wide scope of demographic problems, as well as their impact on all spheres of society, make journalism a serious challenge, both in understanding and reflecting on the problem.The purpose of the paper is to research how the topic is present in the public space and to highlight the conflicting fields at the media, institutional and expert levels.The methodology used includes analysis of scientific literature, regulations and content analysis of 130 publications for the period October - December 2018 in the printed edition of the newspaper “24 Chasa”, which is part of the complete empirical study, cover the period of one year.
USING VISUAL CONTENT FOR SUCCESSFUL COMMUNICATION MANAGEMENT

USING VISUAL CONTENT FOR SUCCESSFUL COMMUNICATION MANAGEMENT
(USING VISUAL CONTENT FOR SUCCESSFUL COMMUNICATION MANAGEMENT)

  • Author(s):Stella Konstantinova Angova, Martin Osikovski, Svetla Tsankova, Mariya Nikolova, Ivan Valchanov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:186-195
  • No. of Pages:10
  • Keywords:communication management; visual content; digital content
  • Summary/Abstract:The paper discusses new online visual content forms. The authors suggest that the visualized information has enriched both traditional and new types of media. By examining online visual content for the purpose of the communication management (CM) in particular, the authors demonstrate how the utilization of “cultural software” gives rise to a series of innovative visual content forms. In this regard, the paper identifies and then maps several “hybrid” and“genuine new” forms of this kind.
SOCIAL MEDIA CONTENT AS STAKEHOLDER MAPPING TOOL

SOCIAL MEDIA CONTENT AS STAKEHOLDER MAPPING TOOL
(SOCIAL MEDIA CONTENT AS STAKEHOLDER MAPPING TOOL)

  • Author(s):Boyan Koutevski
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:196-218
  • No. of Pages:33
  • Keywords:Social media; stakeholder groups; engagement; organisational reputation; manipulation
  • Summary/Abstract:The impact of communication in social media and the persuasion techniques among different stakeholder groups in online environment has become decisive component of the contemporary political and business processes. On the one hand, social media offer excellent technological and semantic opportunities for any organization in its stakeholder efforts in different scope – from universal, mass-intended messages to segmented influence upon particular groups. On the other hand, the communication environment of social media ‘equals’ the organization with stakeholder groups, which can influence negatively the organizational reputation and misuse the ‘online democracy’, applying manipulated or even overtly false information and suggestions.
MANAGING KEY PERFORMANCE INDICATORS FOR SUCCESSFUL ONLINE ADVERTISING CAMPAIGNS

MANAGING KEY PERFORMANCE INDICATORS FOR SUCCESSFUL ONLINE ADVERTISING CAMPAIGNS
(MANAGING KEY PERFORMANCE INDICATORS FOR SUCCESSFUL ONLINE ADVERTISING CAMPAIGNS)

  • Author(s):Nikola Vangelov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:219-227
  • No. of Pages:9
  • Keywords:digital marketing communications; online advertising; search engine advertising; marketing campaign; click-through rate; conversion rate
  • Summary/Abstract:The aim of the article is to study the strategies for successful online advertising.It focuses mainly on CTR (click through rate) and conversion rate and analyzes various winning approaches. The study of CTR and conversion rate as a KPI (key performance indicator) offers new and interesting ways to interpret our marketing efforts, thus attracting new audiences while retaining the old. The structure and tasks of the article are predetermined by its aim: definition and classification of several key performance indicators; characteristics of the most used ones;analyzing various communicative aspects; opportunities how they offer companies to optimize their online marketing communications, especially advertising.The article gives examples how companies upgrade their strategies to better communicate with their audience through measuring the performance of a campaign through KPIs by fine tuning the advertisement itself. The content of the advertisements is studied in regard to the types of evidence used. Several cases are analyzed reveling fluctuations in click-through rate and conversion rate. This way companies are able to see the potential for improvement and success in their forthcoming campaigns. Recognizing the importance of KPIs enables companies to define and set achievable online goals.
MEDIATISATION, MEDIATED COMMUNICATION AND ARTIFICIAL INTELLIGENCE (AI) - SOME APPEARANCES IN TODAY’S MEDIA

MEDIATISATION, MEDIATED COMMUNICATION AND ARTIFICIAL INTELLIGENCE (AI) - SOME APPEARANCES IN TODAY’S MEDIA
(MEDIATISATION, MEDIATED COMMUNICATION AND ARTIFICIAL INTELLIGENCE (AI) - SOME APPEARANCES IN TODAY’S MEDIA)

  • Author(s):Plamen Atanasov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:228-235
  • No. of Pages:8
  • Keywords:Internet; Meta-communication; Artificial Intelligence; Mediatisation; Psychological Influence
  • Summary/Abstract:Web 4.0, Fourth industrial revolution, Globalisation, Mediatisation and Computers:all of them have an impact on today’s social interactions. Their reflections on the way we think, as well as the presumption there is a form of artificial intelligence that affects human communication,are matters discussed in an increasing number of scientific and practical research papers. Our everyday life becomes increasingly dependent on the media, which leads to the problem of managing the effects of the computer-mediation in the Web. Unknown variables become an important way of psychologically influencing mass perceptions and beliefs in a desired direction. Artificial intelligence interferes with our meta-communication ever more frequently.In the present paper, existing psychological concepts are applied to a wide range of practical examples from everyday life, so as to explore the nature of some of the unknown variables faced by today’s media. Furthermore, featured is an, at least partial, discussion of the threats posed by overlooking computer-mediated intrusions in the mainstream and other media effects.
DEFINING COPYWRITING WITHIN THE FRAMEWORK OF INTEGRATED MARKETING COMMUNICATIONS

DEFINING COPYWRITING WITHIN THE FRAMEWORK OF INTEGRATED MARKETING COMMUNICATIONS
(DEFINING COPYWRITING WITHIN THE FRAMEWORK OF INTEGRATED MARKETING COMMUNICATIONS)

  • Author(s):Yordan Karapenchev
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:236-244
  • No. of Pages:9
  • Keywords:copywriting; brand journalism; public relations; advertising; text
  • Summary/Abstract:The theoretical review, conducted for the purpose of examining the copywriting texts and their functioning in media environment, makes it possible to clarify the basic concepts and settings related to copywriting as an activity within IMC. Reviewing the existing definitions and the scientific discussions exposes the fact that most of them attempt to limit the scope of copywriting. Researchers and professionals in the marketing sphere often examine copywriting only in the context of their own work – be it in advertising, public relations, digital media etc.Extrapolating a definition for copywriting necessitates a complex interdisciplinary approach that places the copywriting process in the context of integrated marketing communications(IMC). This paper proposes the following brief definition: Copywriting is a technique for strategic creation of written or oral texts for the purposes of IMC. The copywriting text on the other hand is a text that performs a certain function in these communications.
THE FLOW OF ATTENTION AND THE EMOTIONS IN SOCIAL MEDIA

THE FLOW OF ATTENTION AND THE EMOTIONS IN SOCIAL MEDIA
(THE FLOW OF ATTENTION AND THE EMOTIONS IN SOCIAL MEDIA)

  • Author(s):Lumnije Bajrami
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:245-253
  • No. of Pages:9
  • Keywords:new media; communication; internet; audiences; social media; online platforms
  • Summary/Abstract:As a result of the emergence of new media and due to the interplay of techniques,their twisting through photo, audio, and video elements was added to another feature of performance. The element of getting sensations is attracting audiences towards their content and stories. These everyday items are increasing their post count and are attracting many audiences and earn as much value in a virtual space. The Facebook platform currently is the most popular and this performance is deepening and therefore this study will address some main issues related to Facebook and its audiences. How the audience is oriented from online from online portals for information and what features this kind of performance contains? How is this audience measured through the portals and is carefully watched by media managers?This study aims to address this kind of attention-and-back problem of online portals,especially social media such as Facebook.
DATA-DRIVEN CONTENT IN INTEGRATED DIGITAL MEDIA

DATA-DRIVEN CONTENT IN INTEGRATED DIGITAL MEDIA
(DATA-DRIVEN CONTENT IN INTEGRATED DIGITAL MEDIA)

  • Author(s):Iva Nedelcheva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:254-263
  • No. of Pages:10
  • Keywords:data science; content strategy; storytelling; robo-journalism; AI; immersive media
  • Summary/Abstract:As opportunities for content creation and distribution become more creative, risks and possibilities cloud over our understanding of mass media credibility and undisputed authority.The multi-disciplinary approach to new media technologies might resolve the recent issues related to fake news, content curation and distribution, as well as audience engagement. If data is fundamental to an adequate content strategy and new technology is the substance, then storytelling might provide news content with new and improved appearance.In the following study, observing 6 major media outlets in the United States (CNBC, the AP, the WSJ, BuzzFeed, Bloomberg and WNYC), the connections between gaming, UX, neuroscience and journalism are being examined in order to foresee the endless possibilities to media professionals now and in the near future.
MEDIA LITERACY STUDY-GUIDE

MEDIA LITERACY STUDY-GUIDE
(MEDIA LITERACY STUDY-GUIDE)

  • Author(s):Danail Danov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:266-272
  • No. of Pages:7
  • Keywords:media literacy, education; training; qualification program; sustainability
  • Summary/Abstract:The proposed study-guide discusses the systematic efforts of Sofia University to boost the development of media literacy in Bulgaria. It presents an ambitious initiative, undertaken by three faculties of Sofia University, which jointly prepared a training program in the field. The program, resulting from a project-based cooperation, called European Media Coach Initiative, is based on the Dutch experience in the field, and is aimed at boosting media literacy level in the country, and at guaranteeing its future sustainability.
DIGITAL TELEVISION – THE NEAR ERA OF BUNDLED STREAMERS

DIGITAL TELEVISION – THE NEAR ERA OF BUNDLED STREAMERS
(DIGITAL TELEVISION – THE NEAR ERA OF BUNDLED STREAMERS)

  • Author(s):Maya Vassileva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:273-281
  • No. of Pages:9
  • Keywords:traditional broadcasters; streaming services; OTT (Over the Top) Services; SVOD (Video on Demand services); bundled streaming
  • Summary/Abstract:Global television corporations approach ongoing transformation from traditional broadcasters into leading global digital entertainers and it is a natural evolution as consumer behaviors change. Demand for content is what drives consumption on all platforms – linear and OTT alike. Online video consumption rises every year and is soon set to be 50% mobile, as well as 50% on-demand. The key battle between leading global digital entertainers and streaming dominators, as usual, will be well-observed on US market.On a global scale for an industry worth, first there was Netflix, then we had Amazon Prime Video, later appeared Hulu and over the coming few months several big new streaming services will drop from Apple, Disney, NBC Universal and Warner Media. Despite its obvious leadership in terms of original content production, Netflix is already feeling the pressure from the upcoming new players.Streaming services will have achieved its unstated goal of becoming a “replacement”for traditional, cable and satellite television. It is a matter of precise prediction, based on price policy and business establishment, how serious consumers will get about bundling. In dynamic digital societies bundling has already started as consumers will not want to subscribe to dozens of “Video on Demand” services separately. Digital streaming platforms will seek to bundle and sell a package of internet-delivered content.Media convergence also reveals potential for bundling streaming services and gains a deeper and broader understanding of what makes audiences tick.
E-BOOKS VERSUS PRINT BOOKS: DIGITAL DISRUPTION OR INTERMEDIA RELATIONS

E-BOOKS VERSUS PRINT BOOKS: DIGITAL DISRUPTION OR INTERMEDIA RELATIONS
(E-BOOKS VERSUS PRINT BOOKS: DIGITAL DISRUPTION OR INTERMEDIA RELATIONS)

  • Author(s):Georgi Alexandrov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:282-296
  • No. of Pages:15
  • Keywords:print book; e-book; book publishing; intermedia relations; disruption; media
  • Summary/Abstract:The significant impact of technology on book publishing has often been interpreted as digital disruption, that could eventually make print books obsolete. The proposed article examines the intermedia relations between print books and e-books as two media formats aiming to verify whether the digital technologies have a disruptive or an evolutionary effect on the industry. The research covers the key book markets in the United States and selected European countries in the period of 2007 - 2018. Audiobooks remain out of its thematic scope.The theoretical base includes three conceptual areas: media functions, media ecosystem, and innovations in media. Placed in this theoretical context, the transformations of print books and books are defined as a process of adaptation to the digitalized media environment. This concept is supported by empirical evidence sourced from reading attitudes and book markets studies,which indicate sustainable preferences for the print book format. The research concludes that not all technological innovations in book publishing could be perceived as disruption, although they lead to considerable changes in the industry structure and in reading practices. The theoretical and empirical arguments confirm the hypothesis that print books and e-books co-exist and complement each other as two media formats in a joint evolutionary transformation. Finally, the research suggests a Model of intermedia relations between print and e-books, defined as antagonism,alternativity and complementarity.
TRENDS IN CULTURAL TELEVISION SHOWS

TRENDS IN CULTURAL TELEVISION SHOWS
(TRENDS IN CULTURAL TELEVISION SHOWS)

  • Author(s):Ekaterina Titova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:297-310
  • No. of Pages:14
  • Keywords:culture; cultural journalism; art journalism; television broadcast; culture program; cultural news
  • Summary/Abstract:This article present the current state of cultural journalism in Bulgarian cultural TV broadcasts and the analyzed representative of this type of formats is one of the few remaining.The process of development that is ahead of television formats devoted to this area is to evolve by updating of the content presented to meet the new prerequisites for uplift and audience requirements while still retaining its original concept. More specifically, the study analyzes the developments and trends in one of the few broadcasts on Bulgarian television – the morning block dedicated to culture on Bulgarian national television – “Culture.bg” reflected to the current problems and the significant cultural events from the country and abroad. The observation is carried out according to different criteria, such as broadcasting themes, genres, news breakdowns geographically and others. To outline the development of cultural journalism and the changes that take place in it also “how to” changing communication with the audience and the way of perceived culture.
RETHINKING EMERGENT READER’S POLICIES: THE MEDIATING ROLES OF THE PARENTS IN THE LIGHT OF THE THEORY OF “FIRST THOUSAND DAYS”

RETHINKING EMERGENT READER’S POLICIES: THE MEDIATING ROLES OF THE PARENTS IN THE LIGHT OF THE THEORY OF “FIRST THOUSAND DAYS”
(RETHINKING EMERGENT READER’S POLICIES: THE MEDIATING ROLES OF THE PARENTS IN THE LIGHT OF THE THEORY OF “FIRST THOUSAND DAYS”)

  • Author(s):Valentina Stoeva, Milena Tsvetkova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:311-328
  • No. of Pages:18
  • Keywords:media theory of reading; reading studies; preliteracy; family reading culture; reading environment
  • Summary/Abstract:This paper revises the category of the emergent reader in the light of the media theory of reading. The purpose is to find a solution to the long-occurring problems of the readers from the age of the television and the digital age, among which are easier reading refusal,reading incomprehension and susceptibility to manipulation when reading. Methods: Systematic and critical analysis was applied to the studies of the new theory of the First Thousand Days of Life, as well as to the effects of the preliteracy and emergent literacy programs. We also took into account the findings and the recommendations for future research on the developing readers,formulated in the “Stavanger Declaration Concerning the Future of Reading” published in January 2019. The results show that reading foundations are laid much earlier before it was ever thought – a circumstance that is underestimated by parents, politicians, educators and even researchers.Taking into account the increasing risks in the global reading medium, we propose the development of policies for expert trainings on “future image” of the child, professional mentor son home and family reading and personal tutors for reading culture.
COMMUNICATING SCIENCE: REFORM MODEL OF THE GATES OPEN RESEARCH PLATFORM

COMMUNICATING SCIENCE: REFORM MODEL OF THE GATES OPEN RESEARCH PLATFORM
(COMMUNICATING SCIENCE: REFORM MODEL OF THE GATES OPEN RESEARCH PLATFORM)

  • Author(s):Spaska Tarandova, Milena Tsvetkova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:329-343
  • No. of Pages:15
  • Keywords:science communication; barriers to scientific communication; scientific ecosystem; open science; open refereeing process; open access publishing model; transparent publishing; author-led publication
  • Summary/Abstract:The EU’s scientific potential is increasingly flowing into the world of new scientific knowledge. The object of this paper is the communication interpretation of the Open Science policy, covering not only access and storage of scientific information and preservation of scientific information, but communication aspects also. Purpose of the study: Establish modern trends in the scientific ecosystem oriented towards facilitating the publication and communication of scientific results. Tasks of the study: Compare new solutions in science communication models in the most popular platforms, and explore what is the alternative to traditional scientific journals. Methodology/approach: The qualitative systematic review (qualitative evidence synthesis),scientific criticism of sociological surveys, methods of analytic and synthetic processing of primary and secondary resources, secondary data analysis and overview of scientific publications available in the libraries worldwide, have been used to obtain data about the impact of new EU solutions: the European Road Map for development of the European Research Area (ERA),the European Strategy Forum for Research Infrastructures (ESFRI), the Organization for Economic Cooperation and Development, etc. A comparative analysis of innovation in publishing platforms was conducted with special attention to the Bill and Melinda Gates Foundation’s Gates Open Research platform. Results: The creators of the Gates Open Research platform defend the view of the rapid and socially beneficial effect of new and publicly-accepted scientific knowledge.
INVESTIGATIVE JOURNALISM – TENDENCIES IN FUNDING

INVESTIGATIVE JOURNALISM – TENDENCIES IN FUNDING
(INVESTIGATIVE JOURNALISM – TENDENCIES IN FUNDING)

  • Author(s):Teodora Georgieva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:344-353
  • No. of Pages:8
  • Keywords:investigative journalism; fund raising; Stakeholder media; crowdsourcing; crowdfunding
  • Summary/Abstract:In this paper I am inspecting the development of funding investigative journalism,focusing on individual cases in foreign media practices and how these experiences have been transferred to the Bulgarian media reality. I am highlighting the following cases: communities,that are financing investigations of journalists; stakeholder media and media of consumer communities.
THE JOURNALIST AND THE POLITICIAN – THE BLURRING OF THE BORDERS BETWEEN TWO PUBLIC ROLES

THE JOURNALIST AND THE POLITICIAN – THE BLURRING OF THE BORDERS BETWEEN TWO PUBLIC ROLES
(THE JOURNALIST AND THE POLITICIAN – THE BLURRING OF THE BORDERS BETWEEN TWO PUBLIC ROLES)

  • Author(s):Ilya Valkov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:354-363
  • No. of Pages:10
  • Keywords:Media; journalism; Bulgarian media environment; subversion; public interest; journalists; politicians; changes in roles
  • Summary/Abstract:The interplay between politics and the media is an old and well-known game.History offers a lot of examples of prominent figures who have switched between these two public roles – from a journalist into a politician, and vice versa. The mediatized politics and the politicized media environment give skillful politicians the unique opportunity to exert ever greater control over the media market and the editorial content through the use of institutional levers. In Bulgaria, for example, we see the revival of party media. Along with these processes, a quiet subversion is going on. In addition to journalism being used as a ‘springboard’ to a political career, there has been an increase in the number of politicians who become journalists and take advantage of the decreasing level of public trust the media still enjoy. This article describes and analyzes precisely this blurring of the border between politics and the media, between the politician and the journalist. Of course, the big losers as a result of this subversion are the citizens.
MEDIA STEREOTYPES AS A FORM OF ANTI-COMMUNICATION

MEDIA STEREOTYPES AS A FORM OF ANTI-COMMUNICATION
(MEDIA STEREOTYPES AS A FORM OF ANTI-COMMUNICATION)

  • Author(s):Zina Sokolova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:364-371
  • No. of Pages:8
  • Keywords:Bulgarians; poor; history; Romani; migrants
  • Summary/Abstract:The global Hack the News Datathon in January 2019 gathered together more than 250 AI and data science academics and professionals from over 50 countries to help develop a tool that can automatically identify propaganda in the news. It focuses on detecting the use of propaganda and specific propagandist techniques. Some of the indicators the program was created on are related to exaggerated allegations and loaded language. Similarities can easily be found between fake news and propaganda and the use of familiar media stereotypes in the contemporary Bulgarian press. Fake news is completely untrue and it soon becomes clear to everyone. Yet, it is hard for people to understand what is true in stereotyped news and what is exaggerated.The key issue is the lack of professional responsibility. Recently, the problem with the fake news and the ‘news’ from the social media is becoming more and more serious – the Guardian journalist Carole Cadwalladr described how Facebook became a platform for lies and illegal behaviour in the Brexit campaign1. The social media possess no professional responsibility for the “news” they create and spread. Today the role of the professional media and journalists is increasing – they should produce objective and balanced articles and analyses. But do they?
THE CASE OF IVANCHEVA AND PETROVA - INSTITUTIONAL PROPAGANDA,CIVIL CRISIS COMMUNICATION AND ETHICAL PUBLIC RELATIONS

THE CASE OF IVANCHEVA AND PETROVA - INSTITUTIONAL PROPAGANDA,CIVIL CRISIS COMMUNICATION AND ETHICAL PUBLIC RELATIONS
(THE CASE OF IVANCHEVA AND PETROVA - INSTITUTIONAL PROPAGANDA,CIVIL CRISIS COMMUNICATION AND ETHICAL PUBLIC RELATIONS)

  • Author(s):Petar Kardzbilov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:372-379
  • No. of Pages:8
  • Keywords:contrived bribery charge; information war; institutional propaganda; civil crisis communication; ethical public relations
  • Summary/Abstract:As practice of public communication, the case with the mayor of Mladost District of Sofia Municipality Desislava Ivancheva and her deputy mayor Bilyana Petrova is exceptional and emblematic in terms of conducting an information war between institutional propaganda and civil crisis communication. The case concerns the mayor of a metropolitan area and her deputy, who in 2016 were elected with a huge lead over the candidate of the ruling party in Bulgaria with the main promise to stop the huge overbuilding in the area. Mayor Ivancheva kept her promise, revealed numerous frauds in Mladost properties and a year and a half after the election, together with her deputy, she was spectacularly arrested with € 56,000 found on the rear seat of their car. The question of how this money got there is at least highly controversial. The testimonies of the main prosecution witnesses are also very contradictory. The information war for the truth on the part of the public relations practitioner as a crisis communications expert is extremely difficult in a public arena with heavily dependent media environment.
ANTI-FASCIST DISCOURSE AND COMMUNICATION STRATEGIES: CONTEXT OF THE PAST

ANTI-FASCIST DISCOURSE AND COMMUNICATION STRATEGIES: CONTEXT OF THE PAST
(ANTI-FASCIST DISCOURSE AND COMMUNICATION STRATEGIES: CONTEXT OF THE PAST)

  • Author(s):Stefani Šovanec
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:380-388
  • No. of Pages:9
  • Keywords:critical discourse analysis; discourse strategies; propaganda; anti-fascist discourse; ideology; fascism
  • Summary/Abstract:The paper shows the research of antifascist discourse and communication strategies used in the texts of the daily newspaper “Dan” which was published in Vojvodina, in the Kingdom of Yugoslavia. Dan was the only legal daily newspaper which was published in the Serbian language and it was printed during the six years prior to the Second World War. The year that was selected for analysis was 1938, given the importance of historical events such as Anschluss, the merging of the areas of Sudetenland and Czechoslovakia to Germany, the Crystal Night and other discriminatory acts against the Jews. In analyzing newspaper content we used the quantitative and qualitative method of content analysis. Result interpretation was through the method of critical analysis of media discourse. The research also used a historical method,which is very important if we take into account that this is an interdisciplinary research that must encompass the role of the historical context in communication. Through the analysis of the texts we show which mechanisms of propaganda were used in the antifascist discourse and in what way the promoted values were contrary to those propagated through the regime of dictatorial policies. The results of the research show how the discourse was conditioned by the context of the communication situation and how it was reflected in the chosen communication strategies– the propagation of opposing values, call-to-action strategy, proving of lies and the discovery of (hidden) intentions, evocation of empathy, proclamation of responsible and the strategy of espousing patriotism.
“ME TOO” AND “TIME’S UP” MOVEMENTS: FROM A SINGLE TWEET TO A GLOBAL PHENOMENON

“ME TOO” AND “TIME’S UP” MOVEMENTS: FROM A SINGLE TWEET TO A GLOBAL PHENOMENON
(“ME TOO” AND “TIME’S UP” MOVEMENTS: FROM A SINGLE TWEET TO A GLOBAL PHENOMENON)

  • Author(s):Tsvetelina Dzhambazova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:389-397
  • No. of Pages:9
  • Keywords:Me Too; Time’s Up; movements; social media; online activism; sexual harassment; gender inequality
  • Summary/Abstract:“Me Too” and “Time’s Up” are new feminist movements posing a challenge before existing gender norms and battling sexual harassment and gender inequality at the workplace.The aims of this report are to follow how both movements transformed from social media posts to global initiatives leading to tangible changes in society’s attitude towards sexual harassment and to discuss what separates these two movements from other social media trends. Critical analysis of some of the newest publications on the topic is made in this report.
IMAGE: THE STRATEGIC INSTRUMENT IN THE AGE OF GEOCOMMUNICATION

IMAGE: THE STRATEGIC INSTRUMENT IN THE AGE OF GEOCOMMUNICATION
(IMAGE: THE STRATEGIC INSTRUMENT IN THE AGE OF GEOCOMMUNICATION)

  • Author(s):Ivelyna Vatova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:398-405
  • No. of Pages:8
  • Keywords:Geocommunication; image-perception; image-reception; Self-Other communication; axeologeme; communication identities; East-West perception
  • Summary/Abstract:Geocommunication is a new term for a completely new holistic human communication behavior standing against the century-old communicative status quo and its values.Changes lead to system transformations of human society and modify intellectual matrix of each single person. Geocommunication model1 is set on three 3 basic communication pillars: a) sociotechnological; b) intercultural; and c) image. It is voicing new interactive, multipersonal, multimodal conversation, enforcing powerful mass-mediated images in global persuasion communication.Personal image, individual or collective, is ingredient of cosmopolitan communicability and transformation of internationality and nationality as perceptions.The idea of two instrumental images - image-perception and image-reception, is developed.The intellectual concept is a theoretical attempt to further construct the notion of personal image, first elaborated by Milko Petrov.
PERSONALIZATION PROPAGANDA IN RUSSIAN TV SHOWS

PERSONALIZATION PROPAGANDA IN RUSSIAN TV SHOWS
(PERSONALIZATION PROPAGANDA IN RUSSIAN TV SHOWS)

  • Author(s):Albert Narbekov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:406-419
  • No. of Pages:14
  • Keywords:Russian television; personalization; propaganda; political talk shows; international relations; public opinion
  • Summary/Abstract:This article shows how Russian media use personalization to increase pro-Russian influence on every Russian-speaking community. Based on the examples it gives an understanding,why such manner of representing the news can be dangerous as it increases nationalism and xenophobia, making the stereotypes rule over the facts. The long-term objective of my work is to prevent the development of such kind of personalization and to decrease the negative influence upon other countries.
ON THE TRACES OF MEDIATIZAZION OF EMOTIONS: REBUILDING OF RECENT FRAMEWORK

ON THE TRACES OF MEDIATIZAZION OF EMOTIONS: REBUILDING OF RECENT FRAMEWORK
(ON THE TRACES OF MEDIATIZAZION OF EMOTIONS: REBUILDING OF RECENT FRAMEWORK)

  • Author(s):Giovanni Boccia Artieri, Gevisa la Rocca
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:422-436
  • No. of Pages:15
  • Summary/Abstract:The aim of this work is to reconstruct the research framework of the mediatization of emotions. For these purposes, we have decided to analyze articles written from 2015to 2019, and which contain two words in the keywords: emotions and media. The Two research questions drive the analysis: [RQ1] How are communication scholars dealing with mediatization of emotions? [RQ2] Based on the studies produced what is the mediatization of emotions? Iramuteq software was used to analyze the texts, and it allowed the advance of three-dimensional interpretation: 1) emotion and media; 2) research and analysis procedures; 3) expression of emotions of the connected public.Step by step, it was possible to reconstruct present-day emotions-scape. Step by step, it was possible to reconstruct present-day emotions-scape, finding the latent meaning of the mediatizationof emotions and the dark sides of this framework. Those that are the shortcomings, that is what has not yet been studied by scholars.
NEW CHALLENGES TO CONCEPTUALIZING MEDIA ECOLOGY

NEW CHALLENGES TO CONCEPTUALIZING MEDIA ECOLOGY
(NEW CHALLENGES TO CONCEPTUALIZING MEDIA ECOLOGY)

  • Author(s):Dobrinka Peicheva, Dilyana Keranova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:437-447
  • No. of Pages:11
  • Keywords:media ecology; media ecosystem; digital media literacy; conceptualization
  • Summary/Abstract:Media ecology is defined by authors as scientific construction and focus of the dimensions and reflections of the media ecosystem as a whole, as well as its structural elements and sub-elements - journalistic, information, television, etc.The purpose of this article is to review the current challenges and to identify the challenges ahead in conceptualizing media ecology in the new digital environment, as well as to bridge the relevant digital media literacy. It is made in frame of Project KП-06-H25/4, financed by Bulgarian research fund.
DEBATING THE NEW NOTION OF THE MEDIA IN THE BULGARIAN MEDIA ECOSYSTEM

DEBATING THE NEW NOTION OF THE MEDIA IN THE BULGARIAN MEDIA ECOSYSTEM
(DEBATING THE NEW NOTION OF THE MEDIA IN THE BULGARIAN MEDIA ECOSYSTEM)

  • Author(s):Lilia Raycheva
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:448-455
  • No. of Pages:9
  • Keywords:Media ecosystem; ICT; professional criteria and standards
  • Summary/Abstract:The transformations in contemporary media ecosystem require a regulatory balance between access to online content services, consumer protection and competitiveness to be achieved. The aim of the proposed paper is to determine the extent of the applicability of the criteria and the standards outlined in the Council of Europe’s Recommendation on a New Notion of the Media (2011) in the contemporary communication environment in Bulgaria. Quantitative and qualitative social surveys were conducted in December 2018/February 2019 among journalism students, media practitioners and media experts in order to answer the main research question to what extent the global challenges of ICTs have impacted the national media ecosystem,which encompasses the interaction of all actors and factors for allowing the media to function and to fulfill their role in society. The results of the surveys outline the basis of discussion and analysis of the media trends in the country in multi-layered aspects.
THE INFLUENCE OF VISUAL INFORMATION

THE INFLUENCE OF VISUAL INFORMATION
(THE INFLUENCE OF VISUAL INFORMATION)

  • Author(s):Manuela Manliherova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:457-463
  • No. of Pages:7
  • Keywords:visual; content; information; visualization
  • Summary/Abstract:Information today takes many forms and easily accessible. People are suffering information overload in all life spheres, especially when it comes to large texts. That’s why audio books became so popular and a movie based on book is often more popular and more famous than the original story. Videos have become powerful tools for brands. More often than not, we visualize a blog post that contains a few complementary images. Visual content – info graphics, memes,images, videos, graphs – enables you to engage your target audience through more channels.When a visual cue is identified or when an image draws an emotional appeal? The way in which we relate to information depends on how it is designed. The decision is visualization is to see more structures and relations. The conversion of human senses to computer terms is a diagram by Danish Physicist Tor Norretranders. It demonstrates why visualizations are so effective in conveying huge amounts of information in split seconds. Visual Content Can Increase Social Media Presence. Consider Visual First Strategy in sustainable way. The world economy is rapidly becoming an information economy; information is a commodity and can be bought and sold. There is a danger of new classes “information rich” and “information poor”. Information also affects the standard of living. The media themselves are changing their business models and looking for new sources of revenue.
MEDIA ETHICS IN THEORY AND PRACTICE

MEDIA ETHICS IN THEORY AND PRACTICE
(MEDIA ETHICS IN THEORY AND PRACTICE)

  • Author(s):Ivana Lj. Stojanović-Prelević, Tatjana Ðukic, Milan Dojčinović
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:464-473
  • No. of Pages:10
  • Keywords:ethical theories; models; ethical decision; ethical behavior; ethical education; ethical sensitivity
  • Summary/Abstract:Ethical problems are too common in contemporary society. Media is just one of the fields where ethics needs to be reconsidered. The authors present ethical models for making ethical decisions. Some of them belong to traditional theories as Aristotelian Golden Rule or Utilitarianism but some of them are new, such as integrated model for decision making. Some theorists in the field of business ethics show that personal ethics is the most important for ethical behavior. This shows that ethical education and morality play the main role in applied ethics, too.In this paper, we present the results of two interviews. The first one is made with the students of journalism on Faculty of Philosophy in Serbia, Niš and the second is made with media workers in six on-line medias in Niš.
CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT

CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT
(CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT)

  • Author(s):Kalin Kalinov, Bogomil Kalinov
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:474-483
  • No. of Pages:10
  • Keywords:communication management; definition; concept; strategic communication; public relations; strategic communication
  • Summary/Abstract:Managing the communications of an organization in the 21st century is much more demanding than it used to be a few decades ago. The constant information flow and the inability to control public discussions result in a necessity for dialogic and constant connection with key publics and stakeholders. The traditional division of communication practices into categories like PR, marketing, advertising, etc. is no longer fully applicable as contemporary consumers expect a consistent messaging via a multitude of channels.The article will focus on two key characteristics of communication management: the information flow and the experience that accompanies it. To put it simply, contemporary communication management is content and context, which corresponds to the already established theory of Marshall McLuhan that the media is the message but in the light of the prompt developments in the communication field at the dawn of the 21st century. The presented article focuses on a systematic literature review and attempts to construct a solid foundation for further research into the field of communication management, providing a conceptual framework for the phenomenon and its contemporary practice.
SHAPING THE FUTURE OF JOURNALISM EDUCATION

SHAPING THE FUTURE OF JOURNALISM EDUCATION
(SHAPING THE FUTURE OF JOURNALISM EDUCATION)

  • Author(s):Teodora Petrova
  • Language:English
  • Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
  • Page Range:484-489
  • No. of Pages:6
  • Keywords:journalism education; media; media landscape; media content; curriculum
  • Summary/Abstract:Journalism education has been a topic of discussions between academics, educational experts, and journalists and off course general public. Beyond controversial opinions in the past weather university education in Journalism is better or university level in other field and then practical training in Journalism is a better way for a carrier, education and training in journalism has always existed.The present paper is an attempt to analyze historical background and outline some of the Educational policies in Journalism education.
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