Чешката телевизионна реклама и фолклорът – начини за употреба на народните традиции от масмедиите

Author(s): Jaroslav Otčenášek / Language(s): Bulgarian Issue: 1/2023

The ways in witch advertising uses folklore motifs are rather varied and interesting. In this article, we first clarify what the essence of advertising is at a theoretical level, who it is aimed at, what is presented and how it is presented, and of course, also who orders the advertisement. This synthesizing theoretical introduction is necessary in order to fully understand the differences between audio advertising, visual and audio-visual presentation, as well as how contemporary advertising permeates the media environment including Internet and social networks. Also significant is the psychological effect on the costumers, which uses a number of traditional stereotypes and expected behaviour patterns. Subsequently, we will look in more detail at the role of folklore and especially folklore narratives in advertising, including its changes in the last century, which we will illustrate with two specific examples. The next part of the article consists of an analysis of two contemporary advertising campaigns with dominant folklore motifs in the Czech media environment (Equa bank and Seznam.cz), in which we show in detail the way they communicate with the costumer, the folklore stereotypes used and the comments of the clients and creators of these advertisements regarding the expected effect of the campaign.

Интернет мемовете като част от политическата комуникация и участие (Наблюдения върху словашката онлайн платформа Zomri)

Author(s): Eva Šipöczová / Language(s): Bulgarian Issue: 1/2023

Internet memes are a basic representative of online folklore, which naturally arises and lives as part of virtual communication. Similar to political jokes, some of them comment on, gloss over, criticize and satirize political and social events, making them part of political participation and communication „from bellow“. The purpose of this case study is to use the example of the Slovak online platform Zomri [Die] to show how an amateur entertainment project, which is part of participatory online culture, became part of a societal discussion thanks to social network and popularity. Attention is paid to various actors (site admins, the public, politicians, media), the activities of those actors and the spillovers outside the internet environment. The study combines folkloristic theoretical starting points with approaches from media and pop culture studies. It is based on long-term online research of the platforms, its content, secondary activities and spillovers into other areas of the online and offline environment. It also builds on the analysis of media interviews and discussion with platform admins.

Фалшивите новини – функции и интерпретации в българското медийно пространство

Author(s): Angelina Ilieva / Language(s): Bulgarian Issue: 1/2023

The article presents a study of the “fake news” problem from an emic perspective, focusing on media practices. The study aims to place people as conscious and active subjects of cultural production and consumption at the analysis’s centre and present the problem through their actions, reactions and interpretations. Different cases of questionable content circulating through Bulgarian media space are analysed, and their functions and uses are outlined. Two main functions of fake news are specified: 1) as an aspect of popular culture and 2) as a genre of disinformation. The features of users’ reception and interpretation, the subversive impact of fake news in the media ecosystem and its usage in the so-called ‘information wars’ are examined in detail. The conclusions emphasise the role of humour and laughter as mechanisms of counteraction.

Чешката и словашката следа в България

Author(s): Ivana Srbková / Language(s): Bulgarian Issue: 1/2023

Book review

20 години от приемането на Конвенцията на ЮНЕСКО за опазване на нематериалното културно наследство от 2003 г.

Author(s): Tim Curtis / Language(s): English,Bulgarian Issue: 2/2023

Editorial

Нематериално културно наследство, национална идентичност и основни права на човека. Ролята на Конвенцията на ЮНЕСКО от 2003 г. в сравнителна перспектива

Author(s): Pier Luigi Petrillo / Language(s): English,Bulgarian Issue: 2/2023

The paper analyses the evolution of the notion of cultural heritage from a comparative perspective and verifies the impact produced by the UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage in 9 countries (Mexico, Brazil, Italy, Jordan, Cyprus, Spain, Burkina Faso, Korea, Japan).

Опазването на нематериалното културно наследство като фактор за устойчиво развитие

Author(s): Plamena Zayachka / Language(s): English,Bulgarian Issue: 2/2023

This article examines the process of safeguarding intangible cultural heritage as a factor for sustainable development. It traces and highlights the synergies between intangible cultural heritage and sustainable development. At the same time the author explores the interconnections between the different domains of intangible cultural heritage and the achievement of the Sustainable Development Goals, through the normative documents of the leading international organisations in the field.

Националната система „Живи човешки съкровища – България“ между съхраняването на фолклора и опазването на нематериалното културно наследство

Author(s): Iva Stanoeva / Language(s): English,Bulgarian Issue: 2/2023

This article reviews two co-existing and mutually conflicting concepts in Bulgaria: the one of folklore and the policies of its conservation in the course of the 20th century, and the one of intangible cultural heritage (ICH) and the efforts for safeguarding it following the adoption, in 2003, of the relevant UNESCO Convention. A comparison is made between the folklore festivals, characteristic of the second half of the 20th century, and the Living Human Treasures Bulgaria National System, created in 2008 as one of the fundamental cultural policies of the Republic of Bulgaria in this sphere, which has resulted in the compiling of the National Representative List of the Intangible Cultural Heritage. Based on observations made during several of its consecutive iterations conducted so far, the article seeks to outline important aspects and issues of the rationalization of ICH and its safeguarding at the present moment. The author draws on her experience as a member of the team of scholars at the Institute of Ethnology and Folklore Studies with Ethnographic Museum of the Bulgarian Academy of Sciences (IEFSEM – BAS), which has been participating actively at expert level in the implementation of the 2003 Convention in Bulgaria.

Нематериалното културно наследство и неговото представяне (Аналитичен поглед върху няколко кандидатури по Националната система „Живи човешки съкровища – България“)

Author(s): Valentina Ganeva-Raycheva,Petyo Krastev / Language(s): English,Bulgarian Issue: 2/2023

The 2003 Convention and Its Implementation in Bulgaria

Читалищата и опазването на нематериалното културно наследство в градска среда (Проект „Образи и смисъл“ на Народно читалище „Отец Паисий – 1893“, гр. Велинград)

Author(s): Silvena Bayrakova / Language(s): English,Bulgarian Issue: 2/2023

The 2003 Convention and Its Implementation in Bulgaria

Европейска асоциация на фолклорните фестивали – ЕАФФ

Author(s): Kaloyan Nikolov / Language(s): English,Bulgarian Issue: 2/2023

The 2003 Convention and Its Implementation in Bulgaria

Приносът на Националния музей на Корея за опазването на нематериалното културно наследство

Author(s): Miglena Ivanova / Language(s): English,Bulgarian Issue: 2/2023

Events

Oliver Jens Schmitt, Biserica de stat sau biserica în stat? O istorie a Bisericii Ortodoxe Române (Bucharest: Humanitas, 2023), 457p.

Author(s): SZABÓ Csaba,Dragoş Ursu / Language(s): English Issue: 7/2023

Echoes

Author(s): / Language(s): English Issue: 7/2023

Патриотизъм, национализъм и настроения към ромския етнос в България

Author(s): Plamena Stoyanova / Language(s): Bulgarian Issue: 3/2023

The political changes after 1989 in Bulgaria and the country’s difficult economic transition, temporarily led to a decline in patriotic feelings among the Bulgarian people. With few exceptions, such as Bulgaria's triumphant performance at the 1994 World Cup, which led to unprecedented national pride, the idea of belonging and unity began to dissolve in the harsh and uncertain conditions of the transition from socialism to a market economy. This led to a deterioration of relations in Bulgarian society, a sharp revision of values, a decrease in tolerance, and the entering into everyday life of the so-called language of hatred. Political parties were created which, under the guise of patriotism, openly promoted more radical sentiments toward various types of minorities. An increase in domestic crime at the time proved to be a fertile ground for such rhetoric. The fact that from the beginning of the new millennium until now, some Bulgarians have been invariably supporting nationalist parties, shows that these political formations are an expression of permanently present sentiments in the Bulgarian society. The current text will focus on nationalist manifestations towards the second-largest ethnic minority in the country – the Roma. For this purpose, specific events will be examined and analysed, and an attempt will be made to provide answers to several questions such as: What is the role of the Bulgarian minorities in these nationalist attitudes? Is it possible to build an identity based on the rejection of the other, and what are the manifestations of this rejection? How do such manifestations of intolerance and confrontation reflect on the identity of the minority itself? Who benefits from this rhetoric, and what are its consequences for the Bulgarian society?

Блог адаптацията на рускоговорещите жени имигрантки в България: специфики на процеса, онлайн поведението и идентичността

Author(s): Mina Hristova / Language(s): Bulgarian Issue: 3/2023

The article proposes to refine the periodisation of Russian and Russian-speaking immigration in Bulgaria. It examines the necessary context, describing changes in motivations and identity projects of these groups from (relatively) 2013 to 2023. The text outlines the specific tool - the blog, reinvented in a modern context – the text highlights the differences between it within the visual platform Instagram and its classical visual version. Thus, some of the main features of Russian-speaking users’ own online representations are brought to the fore through the implicit and (counterintuitively) explicit discourses of Russian-speaking users. They focus the analysis on their identifications and the specifics of adaptation and its dynamics, maintaining a sense of community but also accumulating social capital that directly reflects their plans and strategies for the present and future.

Магдалена Славкова. Busco trabajo. Работа и социални отношения на българите в Испания. София: Парадигма, 2022

Author(s): Behrin Shopova / Language(s): Bulgarian Issue: 3/2023

Book review

Културно наследство и институционализация на българските исторически и съвременни мигрантски общности отвъд Европа. Автори: Вл. Пенчев, А. Авджиева, М. Борисова, В. Воскресенски, Н. Вуков, Л. Гергова, Я. Гергова, Б. Кулов, Т. Матанова, Щ. Щерев. Софи

Author(s): Katya Mihailova / Language(s): Bulgarian Issue: 1/2024

Book reviewCultural Heritage and Institutionalization of Bulgarian Historical and Contemporary Migrant Communities beyond Europe [In Bulgarian]. Authors: Vladimir Penchev, Aneliya Avdjieva Mariyanka Borisova, Valentin Voskresenski, Nikolai Vukov, Lina Gergova, Yana Gergova, Boyan Kulov, Tanya Matanova, Shteryo Shterev. Editors: Vladimir Penchev, Tanya Matanova, Aneliya Avdjieva. Sofia: Paradigma, 2023

ILLUSTRATIONS

Author(s): Rossen Malchev,Konstantin Rangochev / Language(s): Bulgarian Issue: 23/2024

Концептът „родина“ при завърнали се българи

Author(s): Tanya Matanova / Language(s): Bulgarian Issue: 2/2024

The present text includes a brief review of the publications and research on the theme of the motherland in Bulgaria and abroad. In the context of the contemporary migration movements some possible aspects and ways of studying motherland concept are also presented. By analyzing the attitudes of the Bulgarian expatriates coming back, the author presents the relation and the images associated with the motherland – i.e. the native home, the coziness of the home, the well-known nature, as well as some fragrances and feelings.