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Амбивалентният характер на политическата коректност и медиите

Author(s): Ivo Indzhov / Language(s): Bulgarian Issue: 1/2016

The wave of immigrants surging towards Europe has put the parliaments of multicultural societies to a test. The crisis has sparked again the debates about ‘political correctness’, which is a product of multiculturalism. The present paper tackles primarily the media dimensions of political correctness and the system of rules governing a specific type of social behaviour characterised i.a. by the language used. The basic idea there of is not to offend or disrespect people on grounds of their origin, religion, gender, etc. The overview of the socio-cultural and political circumstances in which political correctness evolves, as well as the evolution of its methods and its representation in different societies confirm the original hypothesis about its ambivalent character. The conclusionis that journalists must in principle use politically correct language without turning it into a needlessly rigorous imperative.

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Varia: Метакомуникацията – антропоцентрични прочити в съвременната лингвистика

Author(s): Donka Mangacheva / Language(s): Bulgarian Issue: 1/2019

As an indispensable component of the social interpersonal interaction, metacommunication falls within many fields of study and is considered in the light of different anthropocentric perspectives, which predetermine a specific coverage of problematics, spatial modeling and categorization. During the last decades metacommunication is also a subject of increased interest in the linguistics in its quality of a complex phenomenon linked both with the transmission and interpretation of particular information in the verbal exchange and with the reflection on the speech use and formation of interpersonal relationships.

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Някои междукултурни различия между българи и китайци

Author(s): Iskra Mandova,Plamen Legkostup / Language(s): Bulgarian Issue: 1/2019

Knowing the norms of communication and etiquette in a given country facilitates communication and leads to smoother realization of the objectives of the conversation, as well as to the establishment of mutually beneficial business relations. However, etiquette is too diverse and varied, and reflects the traditions and identity of every nation. The characteristic features of a given nation can be radically different from the other. That is why knowing the Other is an important part of cross-cultural communication in the process of globalization. That’s why when staying in a foreign country, even as tourists, we should undoubtedly have to get acquainted with its cultural features, with the mentality of the population, the traditions and customs in order to avoid facing seemingly insignificant intercultural differences that can lead to confusion – from simple comic situations to extreme misunderstandings. Therefore, it is important to pay attention to several characteristics in verbal and non-verbal communication to avoid confusing moments, with the proviso that almost every person is tolerant when talking with foreigners and realizes the possibility of involuntary and unambiguous manifestations of tactlessness by the other side. This research is based on the authors’ experience in communicating with Chinese people after a long stay in the far Asian country, welcoming and accompanying Chinese delegations in Bulgaria and Bulgarian – in China.

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Езици, реалии, бизнес комуникации

Author(s): Tsenka Ivanova / Language(s): Bulgarian Issue: 1/2018

This article deals with many crucial aspects of globalisation related to language as basic means of communication. The changes of the international status of some languages, historically and currently, serve as evidence that people have always strived for a common language that would facilitate economic, political, scientific, cultural and everyday communication outside a specific language area. There are various factors which come into play for a certain language to take a leading role in communication for wider regions, as well as for the current world “language”order where English has become the language for international dealings. Standard Chinese, Pǔtōnghuà, is steadily becoming the dominant means of communication in Asia and other areas. Knowledge of communication situations through universal and specific cultural matrices, encoded in language, is becoming a necessity and a prerequisite for successful business relations.

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Varia: Морално несъгласие онлайн. Противоречието или премахването на съдържание в случаи на онлайн омраза е по-ефективно? Систематично литературно ревю

Author(s): Bogomil Kalinov / Language(s): Bulgarian Issue: 1/2019

The terms and conditions for using social platforms and the Internet grow more complex as governments struggle to provide instruments that avoid employing censorship techniques to revoke free speech, but at the same time provide online users with a safe environment and shelter from experiencing abuse or aggressive behavior. This ethical dilemma has apparently split Europe into two contradicting schools of thought. In July 2017 a search to identify relevant publications on the topic of online moral disagreement was conducted on the “Communication and Mass Media Complete” electronic database. The objective of the search was to find articles related to the topic, published in English between 2015 and 2018 with access to the full text. This systematic literature review is the final product of the materials found.

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Емоционалният брандинг в лабиринта на постистината

Author(s): Stefan Serezliev / Language(s): Bulgarian Issue: 1/2018

Post-truth and emotional branding are constantly criticized, the main argument being the creation of emotional pressure in the decision-making process. This is also cited as a prerequisite for fake news, rumours, political lies etc. Can we get out of this frame and look for new intersections of post-truth and emotional branding? Perhaps this would be a way of humanizing post-truth for the benefit of society and reducing brand populism.

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Апозитивните словосъчетания като средство за създаване на фалшиви новини

Author(s): Anton Getsov / Language(s): Bulgarian Issue: 1/2018

The paper analyses the manipulative potential of one insufficiently-explored sentence part in Bulgarian syntax – the appositive, and also the appositive phrases, which are composed of a complement (object or subject complement) and the noun it describes. The paper also stresses the appositive word groups (constructions) that follow the ‘common noun+common noun’ model. The fact that word order in this type of appositive word groups has a role in changing the intention of communication and in creating – deliberately or not – fake news in media discourse is well supported and richly illustrated.

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Кризисният PR в епохата на постистина

Author(s): Mariya Nikolova / Language(s): Bulgarian Issue: 1/2018

The paper outlines some of the challenges that PR experts are facing in their work in the so-called „Fake News Era”, dominated by misinformation and the need for verifying the facts published in social and traditional media. The main thesis of Gьnter Bentele’s theory of public trust is used to frame the basic idea about the lack of trust in the media in general. Some of his conclusions drawn in the 1990s, are similar to the results summarized today by two reports: Cision’s „State of the Media Report” (2017) and Edelman’s „Trust Barometer” (2017). The paper also presents a few case studies, related to the distribution of fake news that damage the prestige and the reputation of the affected companies (Pepsi Co, New Balance, Ferrero Croup). It poses the question about the extent to which we can talk about corporate communication management and strategies in the post-truth era and whether it would be more appropriate to include a Rumor Management strategy in the corporate communication strategy arsenal when a corporation needs to react to a piece of fake news in the post-truth era.

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Теория за постистината. Идентификация и ограничаване на фалшивите новини

Author(s): Maya Vassileva / Language(s): Bulgarian Issue: 1/2018

The paper presents the theoretical and research aspects of media interrelations among the phenomena of post-truth, fake news, populist statements, and the use of alternative facts in political communication. It conducts a comparative analysis of these concepts and analyzes illustrative examples from the media environment in which the terms operate in the same information discourse. The main focus is on two key academic empirical studies whose theoretical and empirical scholarly approaches point to the main thesis of this paper – that post-truth and fake news create an emotional context of information perception and that this is the basis on which consumers and voters shape their behavior, reactions, understandings and views.

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Политическият бранд: криза на бранд наративността

Author(s): Stefan Serezliev / Language(s): Bulgarian Issue: 1/2017

Nowadays, the brand is becoming a mantra that guarantees success and sustainable prosperity within broad limits and categories: commercial, political, sports, religious, tourism, urban, regional, state. In this study, the author aims to conceptualise the contemporary crisis of the brand narrative in the field of political brand and branding. The focus of the analysis is the correlation between different approaches in modern brand management in the context of political brands. The purpose is to discover the causes of the crisis in the political brand narrative in the perspective of the successful development of the political brand.

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Левият популизъм като шанс за демокрацията: „Подемос“ и авангардната политическа комуникация

Author(s): Ivo Indzhov / Language(s): Bulgarian Issue: 1/2017

What is left-wing populism – the flip side of the right-wing populist medal, i.е. a threat to democracy, or a progressive alternative to the dominant neoliberal model? In the paper, the answer to this research question is sought at the intersection of political science, media science, and political communication. For this purpose, I have used two methods: 1. A comparison of two political approaches to left-wing populism, which makes it possible to point out that at least in its European dimension (in the example of SYRIZA and above all Podemos) a positive phenomenon and a prerequisite for radical democracy, although there are some tangible points of right populism. 2. An Analysis in the second part of the text of the role of modern political communication and the importance of political marketing to construct a radical political discourse that builds the image of Podemos as a party of change and hope in Spain. The second task is mainly accomplished by parsing some publications in the online media because, due to its tender age, the party has not yet become the subject of serious scientific research.

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Съвременните политически комуникации: етика и професионализъм

Author(s): Alexander Christov / Language(s): Bulgarian Issue: 1/2017

The text presents and analyses an important aspect of contemporary political communications – the interrelations between ethics and professionalism there and especially in implementation of campaigns. The focus is placed on the cases in Bulgaria and some important considerations will be presented. In this case, it will be argued, that the connection between ethics and professionalism works in the interest of the citizens.

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Езикът на предизборните реклами

Author(s): Valentina Bondzholova / Language(s): Bulgarian Issue: 1/2017

The review deals with the linguistic features of print media advertising used in the presidential election campaign in 2016 as well as with the political slogans in it. Pre-election advertising is an important manifestation of political advertising, which serves the purpose of presenting the candidates and motivating the electorate. In connection with its characteristics attention is paid to the choice of linguistic means, most of all vocabulary, but also registered language game skills. Different adverts analyze the use of precedent texts, language game and style tinting, which, in parallel with the other emotional-expressive means, boost the effectiveness of the text.

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Избори 2016. Личните страници на кандидатите във Фейсбук

Author(s): Evelina Hristova / Language(s): Bulgarian Issue: 1/2017

This paper presents some of the conclusions from a study of the Facebook pages of the eight candidates for President of Bulgaria in the elections held in 2016. The study is based on a quantitative analysis of all the posts of the candidates between 00.00 hours on 7 October – 24.00 hours 5 November 2016. The posts have been analysed based on 31 indicators have been properly entered in a table. Additionally, there is a qualitative analysis of the page and posts, which is left to the subjective judgment of the person tracking the profile. The quality indicator analysis failed to cover all candidates equally, so the data from it for the most part are have not been used.

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Изграждане на политически имидж чрез предизборни новини и послания (Президентските избори 2016 г.)

Author(s): Sonya Ivanova-Ignatova / Language(s): Bulgarian Issue: 1/2017

The political campaign for the presidential and vice presidential election in the Republic of Bulgaria in October – November 2016 gives rise to research interest and is topical. The campaign discusses the messages of the candidates during their coverage in online media and social networks. Focus is placed on their disclosures in the media, as well as the specific political rhetoric on the part of the candidates regarding their opponents in the campaign. Based on a content analysis and using the descriptive approach, articles in the media and social networking publications are analyzed for the purpose of the specific study. The analysis aims to trace whether the specific disclosures for candidates remain as separate publications in a media or turn into political scandals that are effective enough to discredit a presidential and vice presidential candidate. It also aims to address the question of how much media attention is given to individual politicians, their characteristics and qualities, extracts from their biographies, or it focuses public attention on their political and management achievements. Do individual politicians have a key role and do they shun the parties, institutions and organizations from the focus of the media?The paper examines media messages before the Presidential election in our country in 2016, with a focus on the journalistic style in the news and the role of media in building a political image. The subject of the study is the media messages and posts in Bulgaria before and during the election campaign of the presidential election in 2016. The subject of this paper is the process of building an image of political figures through media messages during the survey ed period. The following methods will be used: empirical observation and theoretical analysis.

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Не/Възможното журналистическо отразяване: регионални ракурси към особеностите на медийната работа по време на избори

Author(s): Fani Mazdrashka-Mihova / Language(s): Bulgarian Issue: 1/2017

The paper focuses on some peculiarities of media coverage of election campaigns in regional media. The main thesis is that there is less journalism in the media coverage of the election, with its rejection being voluntary and conscious, and the reasons for this are not exhausted with the popular ones about political dependencies. Consideration is also given to ways in which the media complies to or circumvents some legal requirements for tagging paid content.

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Опитът на Канада, Великобритания, Финландия и Испания за формиране на медийна грамотност сред учениците

Author(s): Zlatina Dimitrova / Language(s): Bulgarian Issue: 2/2020

The theoretical research focuses on the educational experience for the formation of media literacy among school-age children in different countries around the world. The article presents various options for the formation of media literacy, based on three educational models. According to the first model, media education is represented in the form of a compulsory subject in schools, which is studied by students in different grades. According to the second educational model, media habits are acquired within the interdisciplinary (integrated) approach – the use of the media in traditional school subjects, including native and foreign languages, literature, social sciences. The third model offers practical and informal integration of media education as a supplement and replacement of specific subjects or the intersection between them. The article examines in detail the media training opportunities offered in Canada, the United Kingdom, Finland and Spain, as their experience in media education is applied in a number of other countries around the world. Special attention is paid to the first steps in the introduction of media literacy training among students in Bulgaria, which is carried out only in the last 5-6 years

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Основни особености във вариантността на фразеологизми с компонент „джоб“

Author(s): Nedelina Ivova / Language(s): Bulgarian Issue: 2/2022

The present text discusses the variation of the group of phraseological units containing the component ‘dzhob’. It analyzes systematic and unsystematic types of variation of these units in media discourse where they are frequently modified. The general types of systematic variation are as follow: morpholog¬ical variation of the component, lexical variation within phraseological units, variation through lexical insertion and lexical removal. Unsystematic variation occasionally results in expressions with the word ‘dzhob’. In order to achieve their stylistic purpose, the authors frequently contribute to the usage of those expressions in their own stylistic manner.

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Idiomatics and Their Semiotic Reflection in the Flow of Images and Words in Media

Author(s): Andrej Habiňák,Eva Habiňáková / Language(s): English Issue: 1/2023

Phraseology is the national wealth of every language and culture in general. It is unique, has a historical thread, reflects the wisdom of ancestors and the observations of contemporaries. It can be serious, funny, instructive, figurative and direct. That is why it is productive in literature, the media space and in common colloquial language. The authors of the article follow the emergence of idioms as an element of semiotics, which can be understood as a sign. Through semiotics, one can perceive not only the creation of idioms, but also their potential interpretation for the reader or viewer and track their impact and effect on the media perceiver. Semiotics provides phraseology with a sign subsystem in media space, advertising, billboards, caricatures and in the form of images in the printed press. Roman Jakobson and Umberto Eco are semioticians who brought a new look to semiosis in general. By doing so, they expanded the field of research to unexplored dimensions.

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The Evolution of the Mattoni Brand Logo of the Company Mattoni 1873

Author(s): Ladislav Pátík / Language(s): English Issue: 1/2023

Brand, branding and rebranding are phenomena of today. Brand and brand management are talked about in many contexts today, one of which is the strength and power of the brand. We are currently dealing with a number of branding and especially rebranding campaigns across the entire spectrum of products and services. What does brand, branding and rebranding bring and what does a long-term strategy in the field of rebranding look like? These are the basic questions we want to answer in our study. We chose the Czech brand Mattoni from Mattoni 1873. The goal is to show what a strategic approach to rebranding should look like and what brand and identity elements are part of it. At the same time, we want to point out that rebranding is not just a change to or updating of the logo, but that it is a conceptual and sophisticated system of logical steps that are not static, but reflect development trends. We draw information from generally available secondary data, as well as information provided by the company Mattoni 1873. The complexity, strategicness, long-term and precision of the rebranding of the Mattoni brand is an example and at the same time an inspiration for the correct grasp of the rebranding as a whole.

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