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This text addresses a particular case of transformation in the media field and is associated with the emergence of a new journalistic model in media field - "Fake News". By affirming the "Fake News" model, the media field is in a situation of increased heteronomy affected by the political field.
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The article analyzes the role of political elites and the media in shaping public opinion and the direction of public attention. Focusing on the transformations in the social impact under the influence of network culture in the online communication environment, it examines how the role of traditional structures of power is transformed, and how this affects political culture, the formation of public opinion, and its participation in socio-political life. Social networks are a means of dialogue and organization, and this requires political elites and the media to consult and comply with active public opinion in the online communication environment.
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The Problem setting. Today there is a change of ideological paradigms - first put forward epistemological and axiologicalfoundations, which consider culture as a condition for the existence and development of civilization of mankind. The crisis of the modern cultural and civilizational situation can be regarded, on the one hand, as a transitional period, however, as the period required for the generation of new values. In a crisis situation can occur as preconditions for the emergence of a different culture and background that contribute to the destruction of civilization in its present form. The appeal to axiological Foundation of social development is of utmost urgency in our day in connection with the change of world civilizations. As evidenced by the results ofdomestic scientific researches of the history of civilizations, the change of world civilizations is determined primarily by the spiritual world, new values and new human capabilities. Information society - one of the theoretical models used for the description and characteristics of a qualitatively new stage of social development, which entered the developed countries since the beginning of the information-computer revolution. The technological basis of such societies are not industrial, and information and telecommunication technologies. Recent research and publications analysis. Modern science operates numerous modifications in relation to designated problems. However, a holistic philosophical understanding of the multidimensionality and multi-vector axiological transformations in an extremely transient and volatile environment of today requires continuous essential adjustments. Paper objective. The aim of the article is the attempt to clarify the nature and manifestations of key transformation processes in axiosphere modern information society. Paper main body. It is demonstrated that in the information society a new quality of individual and social life, which is to ensure that each person with any knowledge that, in turn, leads to a radical change in the whole system of social relations (political, legal, spiritual, etc.) the Main idea of the information society in socio-humanitarian measurement is to achieve a new phase of development - «knowledge society» and to ensure for everyone equal access to them. The concept of the information society reflects an objective tendency in social evolution when the information (knowledge) becomes one of the core values in people’s lives. The main factor of social change is the production and use of information; theoretical knowledge as the highest value and the main product becomes a factor in the formation of a new social structure and new management models. If in the industrial era in the capitalist economy was critical property and capital in the information society there is a transition to service economy, where the dominant role is beginning to play services, and services primarily informational. It is shown that drastic changes in the attitude of man to the world to determine trends in the movement of attention of the subject from a spiritual, intellectual sphere on the material, bodily, physical, transformation of the cult of knowledge and enlightenment into the cult of pleasure and naturality, the liberation from the desire for the ideal in favor of pragmatism and utilitarianism, the substitution of creativity with consumption, life game, real relations - with virtual. Conclusions of the research. Information civilization, to which it is humanity changes not only the status information of the role of its positive effects, but also dramatically expands the negative possibilities. We have got a potent tool for which there are no boundaries. Hence, on the one hand, the role of information systems and networks strengthens society and the state, with another - weakens, since such systems and networks become the primary goal of the enemy or opponent. Information begins to carry both the creative and destructive force that is greatly enhanced.
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Changes in journalism under the influence of global economic and social processes are discussed in this article. The dependence of the existing forms of media texts on Internet communications is stated. The activity of new media is analyzed within the postmodern and synergetic paradigms. The main features of online media are the multimedia nature, convergence, presentation of information on the “inverted pyramid” principle, interactivity, and twenty-four-hour availability. A conclusion is made that journalism’s transformation is part of the ongoing global process of formation of a new communication system of the society.
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The meeting point of technology, media, the phenomenon of social networks and the Internet drives the processes of establishing social media as source of journalistic information. In the context of the COVID-19 pandemic, these processes are being catalyzed at a rapid pace, accelerating the digital transformation of the media ecosystem, in line with the trends of the Fourth Industrial Revolution. Visionary forecasts of the possibilities of the Internet, the degree of connectivity between people around the world and the future of traditional media have reached real proportions. The line between virtual and real life is diminishing. And the Television, as a carrier of multimedia, cross-platform content, is already facing the effects of this "switch" – with the opportunities and challenges it possess.
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The main objective of the study was to find out the typical scenarios of the viral content transformation in the contemporary communicative practice, as well as to identify the typical directions of changing both form and meaning of the content that had been actively spreading through the web.In this research the authors primarily used the method of descriptive analysis to reveal the features of the media virus’ main components in the Internet. The method of synthesis was used to identify the common patterns of the viral content transformation.Results / findings. The authors identified scenarios of media viruses transformations during their distribution in the various web platforms designed for communication.The directions of meme transition from the offline communication to the online one and vice versa were detected. The reasons for such changes were identified as well as the communication environments, which conduce selecting of certain directions for the viral content transformation.It was found out that the memes as units of actively horizontally disseminated information are extremely labile. They vary both in forms, in which they are transmitted from one man to another, and in their actual meanings. The course of changes of the viral content that contains a certain meme primarily depends on the form of such content. In many cases, the content can remain unchanged, when the form is changing. In some cases the viral content gets an additional meaning. Sometimes a combination of two media viruses occurs, thus actually shaping the third one or at least significantly altering the original meaning. Occasionally there are cases when the meme during its spreading and usage in communications, changes its value into completely opposite.
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The purpose of the article is to study the characteristics of the transformation of cultural socialization of youth in modern conditions of society development. Research methodology involves using such methods and techniques as comparative analysis and synthesis – to characterize the theoretical foundations of the study of the content of cultural socialization, including cyber-socialization; philosophic and logic – to reveal contemporary socio-cultural processes in the context of the impact on the dynamics of cultural socialization of youth; casual – to identify reasons for the formation of new meanings of cultural socialization; sociological – to see the dynamics of cultural socialization of modern youth. Scientific novelty lies in the analysis of cultural transformation processes of socialization of young people, in particular the emergence of the phenomenon of x cyber-socialization, which is a new kind of socialization. It is a result of development of virtual space, where the traditional forms of socialization are transformed. In cyber-space, youth learns new rules and regulations, destroying generally accepted ones in reality and in such a way complicating the process of socialization. Conclusions. Currently, there are pseudo agents of socialization, because of the emergence of new socio-cultural space of the artificial environment, leading to the loss of sense of socialization, such as adaptation to social life.Virtual reality affects both the life and culture of the society and the formation of a new type of socio-cultural reality. The virtual world, where young people get into, gives them more freedom to express their views, overcoming a variety of internal and external conflicts that arise in real life. Therefore, it is more difficult for young people to integrate into the social space of real life. In this situation, information tools and especially the Internet, create the illusion of integration and participation in social communications and interactions, which lasts while the person is online.
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The present study has examined interpersonal relationships in organizations working in the private sector. After processing the information from interviews and interviews, it was proved that the effective interpersonal relations in the organization and the construction of intelligent internal communication contribute to the overall organizational development. Practical methods are analyzed and an algorithm is proposed to develop a transformation model to improve them in the exchange of information for better organizational development.
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The proposed written justification contains scientifically applied outcomes relevant to working with children at risk and with speech and language disorders. The main Foundation of the concept are related to the need in parallel with the language development in children with risk children and with speech and language disorders development to work on the development of a sheme of body.
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Prosocial communication defined as interaction during which the aim is to protect the dignity of the other person even in cases of conflict and to act prosocially falls into the focus of the current material. It presents the definitions of prosocial behavior and prosocial communication and the attempts to operationalize prosocial communication. Alongside this theoretical overview the material discusses ideas and approaches to training of professionals, in this case medical staff, in communication skills and prosociality. The training methods are based on the principles of experiential learning.
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The article presents media reflection of three main problems that concerns every society. These are terrorism, health care and well fare, discussed in Bulgarian mass media reflection. It is debate the way these issues are presented. The general conclusion is that while terrorism and health care are in line with the media rating of developed democracies, the case of wellbeing and prosperity in Bulgarian mass media is neglected. Questions are addressed to the institutions why they do not give official information on this very important issue. On the other hand, the conviction is expressed that journalists as well have to be more insistent in their efforts to obtain such information.
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The article traces some of the basic developments in the Bulgarian media sphere after the country’s accession to EU in 2007. The author highlights the mutual connections between several key trends: the crisis of the media economy, the deterioration of media freedom, the growing influences on the media, including by the state, the deficit of quality content, the increase of nationalism and hate speech in the traditional and online media. The high expectations that the media environment would improve after 2007 were not fulfilled. The reasons for this are analyzed. Several alternative developments are pointed out, which may potentially promote a change in the culture of journalism and in the basic values defended by the media.
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The Bulgarian-Russian diplomatic scandal over espionage on 24.01.2020 is engaging not only for the countries, involved in the scandal, but for all NATO and EU countries. The coverage of this hap-pening by the Turkish media rises the questions of information leakages, national security, the common geopolitical situation of the region as well as the reputation of the Turkish independent journalism.
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The paper presents results of media monitoring during the election campaigns held in Bulgaria between 2014 and 2019 – after the adoption of the new Electoral Code in 2014 until the last local elections in 2019. The main research question is to what extent the media as mediators in the election campaigns know, respect and comply with the legal regulations concerning their activities during such campaigns. The results outline the models of legal socialization of the Fourth Estate in the election campaigns. They also show patterns of compliance and violation of the legal framework. In addition, they reflect the way in which the media work to change the regulations in question. The research sample included between 117 and 180 media service providers in various election campaigns. There were representatives of all media subfields – traditional media, new media, yellow media, brown media, Prokopiev’s media, Peevski’s media, as well as Russian and American “propaganda media”. The period of research includes almost two full election cycles ‒ two parliamentary elections, two European elections, two local elections, and one presidential election which was held after the clear definition of the legal framework for media in the 2014 Electoral Code. No changes were made to this framework during the study and prior to the publication of this paper. This leads to conclusions regarding the electoral legislation and the regulation of the media system in the electoral process.
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The theme connected with the meaning of PR influence of the Balkan people trough persuasive communication of the informational messages could be has several effective values:•To associate Balkans with place of intentionally sustained conflicts. This trend can lead to the public influence of the Balkan peoples to the direction of military conflicts, social and economical misery, to destruction of the ethnographic and cultural traditions. • Balkans became a model of ethnical and religious tolerance and at the same time not to destroy the balance in the historically created realities. Persuasive communication in PR informational channels of the Balkans must work for the improvement of the level of confidence, honesty and transparency for the protection of the public interests, connected with cultural cooperation, political and economical stability.
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The article argues that the results of modernization are determined by the growth of innovation potential. The success of modernization depends on the coherence of technological, educational and communication strategies.
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For the first time we will outline the perimeter of scholarly work in communication and media scholarship in Bulgaria from the beginning of democracy in 1990 to the present 2022 г.We offer a bibliographic corpus of the more significant results of the scientific of the research, expressed in three publication formats - collections, monographs, studies and articles.These works are not only the visible result of our work as scholars during the years. They have had and continue to have a significant impact on higher education, on research, on the professions, on political decisions, and on shaping the public image of media and communications among the lay readership.
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