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

Author(s): Sonya Karabeliova, Kaloyan Valentinov Haralampiev, Dzhuliya Kamburidis
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Traditional Media; Social Media; Attitudes
Summary/Abstract: This study investigates attitudes toward social and traditional media among Bulgarian adults and the role of demographic factors in shaping these perceptions. A standardized questionnaire, validated for Bulgaria, was administered to 832 participants, revealing four reliable dimensions: negative attitudes toward social media, positive attitudes toward social media, positive attitudes toward television and radio, and perceived media usefulness. Descriptive analyses showed that media usefulness received the highest ratings, while negative attitudes toward social media were lowest. ANOVA results indicated that age, gender, education, residence, and household language significantly influenced media attitudes, with age being the strongest predictor. Younger participants and women reported more positive attitudes, whereas individuals with lower education exhibited higher negative attitudes. Residents of smaller towns and cities showed slightly higher positive perceptions compared to those in the capital or villages. These findings support theoretical perspectives on evolving media landscapes, highlighting active audience participation and persistent trust in traditional sources. The validated questionnaire provides a tool for future research and offers insights for media literacy initiatives and content development in Bulgaria.

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