Научният Еверест - мечта или реалност

Author(s): / Language(s): English,Bulgarian,Russian

The academic forum “Literature of the Recent Past (1944-1989)”, organized by the Faculty of Philology at the South West University, combined the efforts of literary theorists of several generations to reflect on that part of Bulgaria’s recent past which has already turned into history. However, this history has not been completed yet in a comprehensive and objective manner. The aim of the forum was to create the proper discourse in which the history of literary theory writing will be attributed a multifaceted pluralistic ring. The project was a part of the attempt to reveal the Bulgarian literary history not only from the point of view “the history of generals”, but from the perspective of cultural identity manifestations on a national scale.

Медийна концентрация – форми, проявления, последици

Author(s): Yordan Yochev / Language(s): Bulgarian Publication Year: 0

The concentration of media property in a small group of individuals and the creation of an uncompetitive environment have a negative effect on the impartiality and independence of media subjects. Market monopolization bears the risk of creation of journalists, who are dependent on political and business groups, and leads to speculation in the coverage of the current topics. Such an environment violates the main principles of democracy as well as media pluralism, which leads to infringement of constitutional laws and freedoms of citizens and poses a threat to their informed participation in the civil society.

Рекламният език като творчески елемент на маркетинговата комуникация. Езикови методи за убеждение на публиката чрез маркетинг

Author(s): Nevena Lyubenova / Language(s): Bulgarian Publication Year: 0

The 60’s in the 20th century in USA made is as a practice for the advertising agencies to use the language and incorporate it in a suitable visual material like pictures to send to the public commercial messages, implement ideas for self-esteem and values in modern societies. In the advertising agencies – the business that produces advertisements, copyrighters are the professionals that use the language and write the words of the campaigns. Today copywriters work everywhere around the globe, including Bulgaria. Thanks to them and the art directors, advertisements are produced as a creative product and even called „modern type art”. Advertising is a marketing product that communicates messages through written language (lexis) and with figurativeness (nonverbal communication). It is also perceived from the public by the hearing – heard from the radio or TV stations. In Bulgaria the internet advertising, the outdoor advertising, the radio and television advertising and print advertising during the forth week of March 2015 has some leading characteristics. In Bulgarian websites „live” mostly web banners with illustrations and very little advertising text, up to one sentence. The content of the banners is consistent with the type of sites in which banners are used. For example, in the website Blitz.bg, that is most of all supporting sensational type of writing in tabloid-like news style, there is in the period of observation in the forth week of March 2015 a banner that advertises a product for detoxication with the words „if you’ve eaten and drunk too mach” alcohol. The message is in accordance with the news style. Bulgarian internet space publishes also articles with stories, marked as „paid material” or never marked as such, but spread as usual and no manipulative news stories, along with the other regular news of the day in the newsfeed of the websites. Such a story for example is a material in Vesti.bg explaining how a young woman got rid of her huge extra weight. In Bulgaria there is no advertising standards authority that regulates the content and practices of the advertising like in the UK, for example. Advertising might be offensive or untrue. In the outdoor urban space during the forth week of March 2015 there is advertising developed according to the formula „picture + name of the brand” and no more than one sentence or lack of other words except the name of the brand. In printed media there is very little advertising, most of all medicines, technological products or household electronic devices. It is direct marketing. TV and radio advertisements are characterized by colloquial language – something fully explainable according to Valentina Bondjolova – a scientific observer of the Bulgarian language in advertising from the University of Veliko Tarnovo „St. St. Kiril and Methodius”. Ms. Bonjolova comments that in advertising as a way of marketing in Bulgaria there is a colloquialisation – existence of colloquial language in the advertising texts, like voices heard in the street, aiming at tighter connection with the target audience as part of the marketing strategy and provoking the attention of this public consisting of possible consumers. In TV and radio advertising we may hear colloquial language or invented words composed of Bulgarian and foreign language („кренвиршен”, „шункен”, „фантатсишен”). Or there are words directly put from the English language in Bulgarian sentences („Аз съм happy”). The names of the companies in advertising are preferably written in English. In the future, the colloquial language and jargon most probably will continue to live in Bulgarian advertising along with English words. Advertising texts published in websites might become shorter because of the penetration of mobile devices. More and more people get information from mobile devices – smarthphones and tablets. The mobile screens are smaller. International observers point out that people read texts in them scrolling down with the thumb only up to three times. Shorter formats of the texts with one picture or online video are thought to be the methods for effective advertising of the future.

Digitalno ja

Author(s): Jelena Guga / Language(s): Serbian

The ubiquitous use of digital technologies has enabled vast possibilities such as instant access to information, presence on any part of the planet, multiplication and transformation of identity, as well as re-articulation and reconstruction of embodiment. Science fiction film and literature, new media art practices, scientific research, and cyber theories often deal with the idea of leaving the body behind and uploading the immortal mind into digital databases where we can be whatever and whoever we want. Compared to modern technology, biological body is often considered obsolete and, as such, it is not “equipped” keep up with the exponential technological development. It is not surprising then that many studies, either scientific or popular, disregard the problem of corporeality and focus more on the issues of identity, consciousness, and disembodiment in digital worlds. Therefore, this book presents the works that focus on the issues of embodiment in the context of new media and their impact on social reality. The starting premise of the discussions is that without a physical body, there is neither virtual nor real. The book points to the importance of the physical body in biotechnological interfaces and the ways the role and functions of the body transform in virtual environments and affect our perceptions and understanding of human ontology

RETORIKA SI SFIDË E KOMUNIKIMIT EFEKTIV

Author(s): Albina Pajo,Ediola Nase / Language(s): Albanian Publication Year: 0

Rhetoric is the primary field of knowledge which has, on the one side, continually set forward the question of the language being a means of communication and has proposed systematic techniques, with the view of improving it. Likewise, rhetoric is a perfect reinforcing element of the argumentative skills, an inner force, and as such, nowadays it it widely used in the field of "Linguistic elements' of an effective communication. Today's study of the linguistic strategies, moves on the direct level of traditional rhetoric, which appreciates the "the-well known language", which, according to them, is supposed to be adopted to the social background, for a total accomplishement of its primary function, which as a matter of facts, it communication, itself.

Facebook we współczesnym świecie komunikacji społecznej

Author(s): Katarzyna Forst / Language(s): Polish Publication Year: 0

Today, social media constitute an important part of our lives. Communication by means of the Internet does not only serve the mere purpose of maintaining personal contacts, but it is also necessary to conduct business, indulge in education or entertainment. The main feature of the Internet is the lack of structure and binding hierarchy. Popular social networking sites are the main place to meet and exchange information, especially for young people. Facebook, which was created in 2004, is one of the most popular websites with highly developed technology. The article points out many aspects related to the use of this site,beginning with the issue of privacy through business, politics, and even health problems. It shows us quite a horrifying picture of the website which has a gigantic amount of data about each of us, and the helplessness to establish effective legal barriers in Europe.

CHANGE AND 21ST CENTURY MEDIA

Author(s): Sarah Dooley,Emma Moore,Alexander Averin / Language(s): English Publication Year: 0

The Cluetrain Manifesto, written in 1999, around the advent of the Internet, celebrates the emergence of a flattened and divided media space. Each individual user is equal amongst the millions of other users but at the same time divided as the Internet enables coalescing amongst like-minded people. The sixth of Cluetrain’s 95 Theses states: ‘The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.’161 The Internet is, however, not the only result of technological development. As has been slowly becoming clear over the past two decades, this new technology might not be merely ‘enabling conversations’. In order to understand the position of fake news in our current media environment, one needs to take a bird’s eye view, not only in space, but also in time.

Bez počítače by to nešlo…

Author(s): Anna Valouchová / Language(s): Czech Publication Year: 0

Public relations

Author(s): / Language(s): Polish

Opracowanie niezbędne wszystkim zainteresowanym tytułową tematyką. Zawiera kompetentne i przystępne omówienie następujących zagadnień: pojęcie public relations, prawne aspekty public relations, język w public relations, komunikowanie wewnętrzne w organizacji, aspekty psychologiczne PR (w tym obraz siebie), relacje z mediami, public affairs (w tym społeczna odpowiedzialność biznesu), kryzysowe public relations, media społecznościowe, internetowe public relations, relacje inwestorskie, lobbing (różne modele), międzynarodowe public relations (casus Unii Europejskiej), public relations a marketing (zarządzanie relacjami z klientami). Wszechstronne ujęcie problematyki PR.

The segmentation of local audiences? Fragmented media use and types of media users at the local level

Author(s): Raphael Kösters,Olaf Jandura / Language(s): English Publication Year: 0

Audience segmentation is a contemporary meta-trend comprehensively discussed in communication studies (van Aelst et al., 2017). Trends related to segmentation have been examined within the context of different countries from economic and social science perspectives as well as on various levels of analysis. In this chapter, we examine audience segments within the local public sphere of a major city in Germany. A local public sphere is defined as “a relatively open space in which information flows of local origins intersect with translocal issues, and together create a common discursive space of political activity” (Lang, 2004, p. 154). In order to define the problem at hand, a basic function of the mass media public sphere must be taken into account, i.e. the function of integration. By providing audiences with a common basis of issues and knowledge, media outlets establish the foundation for the citizenry’s self-perception as one collective for identity-building and for citizens’ political participation.

Digitization: empowering regional media in the public

Author(s): Lisbeth Morlandstø,Birgit Røe Mathisen / Language(s): English Publication Year: 0

Journalism and power are intertwined in many ways. As the media reflects, mirrors, investigates, interprets and frames the power of other institutions, media organizations themselves become powerful (Eide, 2001). The role of the legal mass media is vital in every democracy, with independent media having a crucial role on behalf of citizens – to convey information about society, to facilitate public debate, and to be a watchdog on behalf of society. In addition, regional and local media have a mission to provide a voice to inhabitants located in different geographical regions. They perceive views and communicative perspectives from a regional standpoint as a vital part of their societal role (Nielsen, 2015; Mathisen, 2010).

An active local public sphere: the role of new media in creating a contemporary local democracy in the case of Poland

Author(s): Ilona Biernacka-Ligięza / Language(s): English Publication Year: 0

Globalization does not render locality irrelevant, but challenges it, as was emphasised, for instance, by the concepts of glocalization (Featherstone, Lash, & Robertson, 1995, pp. 25–44) or translocality (Appadurai, 1996). In general, these concepts suggest that encounters of the local and the global can be productive in terms of modifying locality by placing it in the wider context of the global and vice versa. In the case of using digital technologies in a local context, we are not interested in the width but in the depth. Looking at the implementation of the digital technologies in local communities, we are not concerned with the question of how the local gets modified by the global, but if it can become intensified. Some scholars provide sceptical accounts of the decaying sense of participation in the life of local communities and argue that in the late modern period real (off-line) local communities dissolve into isolated individuals (Putnam, 2001). Potential intensification of the local participatory energy on and through the internet is therefore more important in that it is missing even in the real life of local communities.

Media Framing of “Medical Futility”

Author(s): Kim McGuire / Language(s): English Publication Year: 0

The cases of Charlie Gard and Alfie Evans in the UK have made public the difficult nature of “medical futility” cases. The media has undoubtedly played a significant role in this global dissemination. This chapter discusses interpretations of the media role, as both ‘negative’ and ‘positive.’ Arguably, for the families, media reporting enabled widening access to avenues of support. For the medical professionals it brought abuse and declining trust, partly due to partisan and limited access to information, and an emphasis upon emotive story telling. How these conflicting viewpoints can be ‘mediated’ and ‘moderated’ in the future will be discussed.

Narrative & Strategic Communications

Author(s): Scott Ruston / Language(s): English Publication Year: 0

Strategic communicators need concepts, methods and tools to both analyse the information environment in which they work and in order to craft communication campaigns that will resonate with audiences and accomplish organizational objectives. One of the most powerful rhetorical and analytic devices for these purposes is narrative. Narrative is so central to human understanding and decision making that communication theorist Walter Fisher proposed that humans should be called homo narrans or ‘storytelling man’ rather than homo sapiens (‘thinking man’). He argues, in part, that human decisions and behaviours are driven more by narrative logic and that rational logic while it still applies to human thinking is subordinate to narrative logic. Couple this assertion of fundamental human nature with a consideration of the presence of ‘narrative’ in reporting on any political contest or analysis of geopolitical conflict.

Çoklu Medya Türlerinde Posthümanizm ve Anlatıların Eyleyiciliği

Author(s): Başak Ağin / Language(s): Turkish Publication Year: 0

Materyal ekoeleştiriden posthüman ekoeleştiriye dönüşte öykü anlatıcılığını ve maddelerin eyleyiciliğini vurgulayan Serpil Oppermann, 2016 tarihli “Posthümanizmden Posthüman Ekoeleştiriye” (“From Posthumanism to Posthuman Ecocriticism”) başlıklı makalesinde, “uyaranlara tepki veren sentetik maddeyi nasıl yorumlarız? Kendiliğinden etkinlik belirtileri sergileyen bu tekno-bilimsel eyleciliklerin kültürel çıkarımları nelerdir? Somut karakteri içinde bu yeni gerçekliği nasıl anlamlandırır, maddeci eyleyiciliklerle kodlanmış ‘yaratıcı oluşun’ kültürel ve ekolojik katmanlarını nasıl kavramsallaştırırız?” diye sorar (23) . Bu sorular, posthümanizmin kuramsal çerçevesinin artık netlik kazandığı, posthüman akış ve oluş gibi kavramların akademik kitlelerin zihninde berraklaştığı bugünlerde artık o kadar da hayret verici görünmüyor. Asıl şaşırtıcı olan ise aradan geçen beş yıl gibi kısacık bir zamanda posthümanizmin akademik bilinirliğinin ve doğru biçimde konumlanışının bu kadar büyük bir hızla gerçekleşmesidir. Ancak buradan duyduğumuz umutlu hisler, yüzümüzü posthüman bedenlerin bizzat kendilerini oluşturan günlük yaşantılarımıza ve madde ile her zaman birbirine bağlı olan anlam üretme pratiklerimize çevirdiğimizde ne yazık ki yok oluyor. Burada kuramsal açıdan çözümlenmeyi bekleyen iki yönlü bir sorun bulunuyor: Maddenin öykü anlatıcılığının sürekli olarak yanlış anlaşılması bu sorunun bir yönünü, insan biçimlilik diye tercüme edebileceğimiz antropomorfizmin yine insanı merkeze koyan bir anlayışa destek çıkıyormuş gibi algılanması ise ikinci yönünü teşkil ediyor. Bu nedenle, posthümanizmin ve maddenin anlatılara dair dolanıklığının akademi dışı dünyada da ses getirmesi, anlaşılması, kavranması ve bunlara bağlı politik, sosyal ve etik çerçevelerin yeniden çizilmesi gerekiyor. Bunun en hızlı, en kolaylaştırıcı ve en sağlam kaynağının çoklu medya türlerine dönmek olduğu inancındayım.

Communication Styles and Qualities of High and Low Performing Transformational Leaders – Subordinates’ Perspective

Author(s): Isaac Wanasika,Minna Logemann,Tiina Brandt / Language(s): English Publication Year: 0

This study explored 98 Finnish leaders’ strengths and weaknesses as described by their followers. The leaders were appraised by their transformational leadership and communication styles by their followers. The results were divided into two groups: leaders who obtained good evaluations of their leadership style and those with lower results. The subordinates’ verbal comments were grouped based on themes about the strengths and weaknesses of both groups, revealing interesting differences between the two groups. Those leaders with high leadership ratings are especially good in Enabling behavior and Emphatic communication style. According to verbal comments of the subordinates, the strengths of high leadership ratings are more strongly emphasized in higher-level leadership traits such as courage, interpersonal skills, a positive attitude, and motivation. On the other hand, the strengths of low leadership ratings focus more on fundamental leadership skills like organization, planning, fairness, and stress management.

Пъблик рилейшънс и рисковете на „пълната прозрачност

Author(s): Maxim Behar / Language(s): Bulgarian Publication Year: 0

For the PR industry, the number one consequence is that PR experts need to be trained much better to be well prepared for any eventuality. Creativity, honesty, and accuracy remain just as essential as before, but brilliant preparation for crises that may strike at any time is of the utmost importance for the PR expert in the age of the social media revolution.

EMPOWERING EDTECH PLATFORMS: A STUDY ON THE ROLE OF ANALYTICS AND AI IN DECISION-MAKING

Author(s): Marian Stan,Mihai Ciobotea,Tudor Urseiu / Language(s): English Publication Year: 0

Analytics and AI innovations have the potential to help the decision-making processes and to bring more business opportunities for stakeholders. This study explores how analytics and AI support decision-making in EdTech platforms. The interest in research on how artificial intelligence (AI) can be applied in the Education sector has grown significantly in the past decade. Using a comprehensive literature review, document analysis, and search analysis, the study emphasizes the growing attention to analytics and AI-related topics in public companies’ annual fillings. Also, the study explores the types of decisions in EdTech platforms that could possibly benefit from analytics and AI implementations. There is a broad range of decisions that can benefit from analytics and AI: personalized learning paths, early notifications or student dropout prediction are only a few of the possibilities that analytics and AI implementations can provide to EdTech platforms. The originality of this article consists of a review of the unique combination of stakeholders and decision types that can benefit from analytics and AI, along with the general trend of the analytics and AI-related concepts in the official communications of the US public companies. This research contributes to a better understanding of how analytics and AI technologies can help the EdTech platforms to provide better learning experiences to students and better insights to decision-makers on educational offerings.

SUPPORT FOR DATA-BASED DECISION-MAKING IN THE MEDIA LABOUR MARKET: ENHANCING MEDIA PROFESSIONALS’ DIGITAL COMPETENCES

Author(s): Emilija Orestijević,Ivo Čolović / Language(s): English

This research, conducted as part of the project ‘Support for data-based decision-making in the media labour market: enhancing media professionals’ digital competences’, aimed primarily at assessing demand for digital skills and expertise of media professionals in the media market. The study also seeks to inform data-based decision-making by all relevant media stakeholders and help with implementation of the Media Strategy (covering the period to 2025) and the Digital Skills Strategy (set to expire in 2024). The study polled various groups of media professionals (decision-makers/senior media officers, academia, and media associations) in Serbia and involved a combination of quantitative methods (survey) and qualitative ones (in-depth interviews and focus group discussions).

FINAL REPORT – METHODOLOGY AND CAMPAIGN GUIDE

Author(s): Not Specified Author / Language(s): English

Understanding Causes, Creating Future: An Initiative for Building Resilienceto Disinformation