Гражданско участие и медиен дебат в условията на членство в ЕС: (не)очаквани траектории на европеизацията

Author(s): Linka Toneva-Metodieva / Language(s): Bulgarian Issue: 1-2/2017

The accession of the ten countries of Central and Eastern Europe to the European Union has unanimously been pronounced by political and economic researchers as the most significant success of European integration in the field of foreign policy. Nevertheless, the escalation of the problems in the fights against corruption and in the reform of the judiciary system in countries like Bulgaria (but also Hungary and Poland) puts into question the argument of the mainstream theories about a gradual and irreversible process of Europeanization as a result of EU accession. The recent process of Brexit and the reactions to the refugee crisis in some Member States also show that Europeanization can be problematized even beyond the Central and Eastern European context. The academic discussion needs to continue to search an answer to the questions as follows: what is the role of EU membership as regards the quality of democracy and governance, under what conditions are informal rules and cultural norms adopted in an accession country, and are there any perspectives when conditionality policy loses its effectiveness. This paper is a small step in this direction. It aims to outline the trends of development of the civic and media debate in Bulgaria in the context of EU membership as the basis for problematizing our understanding of the Europeanisation process. It does not seek a solution but rather systematizes questions regarding the preconditions for low representativeness of the civil sector, low effectiveness of the engaged civic action, limited public debate and deteriorating media environment in Bulgaria, ten years after EU accession.

Трудната европеизация: българските медии в контекста на ЕС

Author(s): Orlin Spassov / Language(s): Bulgarian Issue: 1-2/2017

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.

Ролята на културния фактор при преноса на рекламни стратегии

Author(s): Gergana Fyrkova / Language(s): English,Bulgarian Issue: 4/2019

With the expansion of globalization, more and more companies are considering ways to ensure success through effective marketing. But is it always possible to create a worldwide uniform brand image? Many companies have realized that even the universal needs of consumers are determined by differing attitudes and mental patterns of thought, behavior and communication. Of all marketing tools, advertising is the one most dependent on cultural codes, language and symbolism, for its purpose is to give social meanings to products. On this basis, the rule “think global, act local” ensures better communication and more powerful presentation because understanding in communication is based on shared cultural knowledge. This comparative study analyzes the transformations of brand slogans in Bulgaria and other markets, and points out many fundamental socio-cultural features. Evidently, not only the content of the message, but also its rhetorical diversity is determined by differing cultural values and expectations.

Етиката в рекламната комуникация

Author(s): Nikola Vangelov / Language(s): English,Bulgarian Issue: 4/2019

With the expansion of globalization, more and more companies are considering ways to ensure success through effective marketing. But is it always possible to create a worldwide uniform brand image? Many companies have realized that even the universal needs of consumers are determined by differing attitudes and mental patterns of thought, behavior and communication. Of all marketing tools, advertising is the one most dependent on cultural codes, language and symbolism, for its purpose is to give social meanings to products. On this basis, the rule “think global, act local” ensures better communication and more powerful presentation because understanding in communication is based on shared cultural knowledge. This comparative study analyzes the transformations of brand slogans in Bulgaria and other markets, and points out many fundamental socio-cultural features. Evidently, not only the content of the message, but also its rhetorical diversity is determined by differing cultural values and expectations.

Ценностите, властта и културата на интернет

Author(s): Iva Kuyumdjieva / Language(s): Bulgarian Issue: 4/2019

Aspects Of Media Presentations On Russians: Yet Another Spy Story In The Media

Author(s): Desislava Cheshmedzhieva-Stoycheva / Language(s): English,Bulgarian Issue: 2/2020

The paper presents some aspects of media presentations on a particular ethnic group which in the western psyche brings up associations with Socialism, Cold War Era, wealth, as well as of criminals, and last but not least, as the deadliest secret agents. In particular, the paper dwells on the cases of poisoning of Russian ex-spies in the UK as reflected in the media. The focus is on the way a Bulgarian, a British and a Russian newspaper present the case of the attempted murder of Sergey and Yulia Skripal with Novichok in Salisbury paying attention to the main topics put forward in the media discourse on spies. Some of the coverage of the Bulgarian trace, i.e. Emilian Gebrev, in the case is also analysed.Using CDA as the main method of analysis, the paper looks into the language used to present the whole case, the voices that get heard on the case, the focus of presentation of each media discourse along with the effect all these have on the general population. The paper argues that although articles on the topic are mostly informative and familiarize the general public with the life of spies with all its enchantment, setbacks, and negative or positive consequences, they also reveal the ongoing struggle for political dominance between today’s super powers, the existing ethnic/ national and social stereotypes, and finally stir panic, as despite some overt activities the whole activity remains largely clandestine and spies look just like normal people.

Authority Legitimation In Campaign Discourse Of American Presidential Candidates

Author(s): Boryana Kostova / Language(s): English Issue: 2/2020

This article addresses legitimation in discourse seen as a complex and multifaceted concept. The specific focus is on authority legitimization which is understood not simply as ethos construction but rather as a claim to rightness, i.e. the claim to be normatively right to perform the speech act. Building upon work on legitimation by van Leeuwen and van Dijk, the article studies intertextuality as one aspect of authority legitimation. The presence of elements of one text in other texts can take various forms and degree of visibility and intensity. Therefore the main purpose of the article is to identify the types and functions of intertextuality. A framework within the scope of Critical Discourse Studies is proposed by which a small corpus of acceptance speeches of contemporary American political leaders is analyzed. The results from the quantitative and qualitative analysis have shown that speakers of different political backgrounds use intertextuality similarly. It is revealed that the most common source of intertextuality is the voice of the political opponent. The main functions of intertextuality in the analyzed speeches are solidarity and credibility building as well as downgrading opposing points of view.

Религиозните организации в епохата на дигиталните медии: възможности и предизвикателства

Author(s): Martin Kirilov / Language(s): Bulgarian Issue: 8/2020

he religious radio and television channels play an important role for every believer - they introduce to the viewers various aspects of the spiritual life, trying to help also those who, for some reason, are unable to attend the temples. In this study, an attempt will be made to follow the development of the radio and television channels of religious organizations, as well as the current challenges facing them in relation to digitalization, convergence and Internet-based media. We will also look at the religious media positioning in our country, the appearance of the first radio and TV shows dedicated to the religion, as well as the current trends and problems faced by today's native media channels of the believers.Keywords: media, religion, radio, television, Internet

БГ музикални класации в края на 80-те: ефирът, пресата и интернет

Author(s): Emil Bratanov / Language(s): Bulgarian Issue: 8/2020

In the production and performance of pop music, one of the mechanisms to “measure” and generate statistics, ratings and conclusions, are the charts. Do we have them, in the late 80s at all? A whole new generation of musicians declared its presence and art in this period but is it recognized in the printed media, or it is ignored? In case there is any trace in the press, is it still available in Internet today? In order to be present there, these events needs to be archived in old printed media first, then they need to be transferred in the Net.

Мултимедийната журналистика в българските телевизионни и онлайн медии

Author(s): Maria Popova / Language(s): Bulgarian Issue: 8/2020

The multimedia journalism includes the media content (audio, video, text), which is created by the traditional and online media via internet. The multimedia content concerns the websites’ interface and navigation, use of animation and flash images, online advertising, use of applications for online gaming, listening of music or watching movies by steaming platforms, social networking communication. The research presents the multimedia journalism features in Bulgarian TV and online media for the news production, created by the audience participation.

Нагласи и очаквания за ролята на вътрешните комуникации на фирмата

Author(s): Nikolay Kanchev / Language(s): Bulgarian Issue: 6/2020

The text examines the attitudes of students studying communications related majors towards internal communications. Pointed is that this type of communication is especially important for the company's image and employee motivation. Based on a survey, it was concluded that the preferred information channels are meetings with the line managers, as well as electronic communications. At the other end – as the most unpopular, are stated the sources outside the company and conversations with colleagues. Emphasis is placed on the speed of receiving information and the need to have specially appointed employees who, through their communication skills and abilities to handle social networks not only to perform their formal duties, but also be an informal filter for "capturing" moods and future attitudes.

Mastering second language humour

Author(s): Laurence Vincent-Durroux,Kerry Mullan,Caroline David,Christine Béal,Cécile Poussard / Language(s): English Issue: 4/2020

This small-scale study on verbal humour takes place within a larger project entitled “From perception to oral production”, which aims to identify the links between comprehension and production processes and the sources of difficulty for French learners of English. The data consist of three comparable corpora of filmed semi-structured interviews with first (L1) and second (L2) language students: French-French L1; English-English L1; and English L1 with L2. The interviews revolve around the same extract of an American romantic comedy, which the students were asked to describe and comment upon. Instances of spontaneous humour were found to occur in all corpora and were analysed using the cross-cultural comparative model previously used for French-English comparative studies of verbal humour (Béal & Mullan 2013; 2017a; Mullan & Béal 2018a). The humour used by the native speakers of French (N=7) and English (N=7) served as the initial basis for comparison with the L2 English speakers (N=34). It was found that the humour and laughter in the L1 interviews were employed by both parties to achieve certain pragmatic functions related to this particular institutional setting: the participants used humour primarily to create a connection with the interviewer (often through implicit references, and especially where both participants were female). The French students speaking English as L2 tended to use self-oriented humour as a face-saving device to deflect from their production or comprehension difficulties.The use of humour by all L1 and L2 participants nevertheless reflected specific cultural tendencies outlined in Béal & Mullan (2013; 2017a) and Mullan & Béal (2018a), such as the prevalence of third-party oriented humour in French interactions and of self-deprecating humour in English. In sum, and perhaps unsurprisingly, we show that the French learners of English have mastered some aspects of humour in their L2, but still exhibit most of the characteristics of verbal humour from their native French.

Book review

Author(s): Anastasiya Fiadotava / Language(s): English Issue: 4/2020

Expressive Uses of Proper Names as Units of Measure in the Current Informal Online Discussion about Politics in Poland

Author(s): Iwona Góralczyk / Language(s): English Issue: XXII/2020

This study offers a cognitive linguistic account of a few remarkably innova-tive uses of proper names to denote units of measure in utterances related to current political issues in Poland, which are delivered with ironic, sarcastic or humorous intent (such as jachiry and ziemce). The novel words, which are all nonce-formations, are minor conversions. They occur preceded by numerals and are pluralised. The coinages creatively elaborate on the morphological and semantic pattern utilised in scientific terminological eponyms (such as niutony and bubnoffy). The focus of this contribution is placed on metonymies and metaphors that motivate the form and content of the coinages.

To Brand or Not to Brand: The Perception of Brand Image in the Digital Games Industry

Author(s): Dinko Jukić / Language(s): English Issue: 2/2020

The paper presents, discusses and analyses the role of building brand image in digital games. The purpose of this paper is to analyse and discuss in-game marketing in cultural spheres from the aspect of brand image. The aim is to explore, identify and present the relationship between brand image, consumer self-image and digital games as a brand. The contribution of this study is manifested in an interdisciplinary approach to work through marketing, psychology, sociology, and media theory. Consumers project their desires through digital games, and the brand’s entry into the digital game itself enhances the gaming experience and reality of the digital game. It was concluded that consumers want a realistic experience while playing digital games and they want to see famous brands within the game as this enhances their experience and projects the reality of the digital world. The core of brand image is consumers’ perception. In recent years, the digital game industry dominates this segment of the global entertainment economy. The paper analyses in-game marketing from the aspect of branding and sociology of culture. It is based on J. N. Kapferer’s theory of brand building and Huzinga’s theory of game. The article explores the meaning of the phenomenon of brand image and identity in virtual reality. The emphasis in this paper is put on the influence of brand image and digital game as a model of popular culture. This article adopts an integrated knowledge inquiry approach through thematic analysis to explain the concept of brand image. From the consumer’s point of view, the brand represents a symbol built on impressions, associations, metaphors and archetypes in the digital gaming industry. Brand loyalty is a key factor in building brand equity. The problem of brand loyalty appears as a reflection of brand symbol and its image. However, the oxymoron of in-game marketing starts from the hypothesis that consumers want to see brands in virtual reality.

Punctuated Play: Revealing the Roots of Gamification

Author(s): Maxwell Foxman / Language(s): English Issue: 2/2020

Even at the apex of its hype cycle in the 2010s, game studies scholars and designers derided gamification. This article first explores why gamification inspired such vitriol. It finds the incursion of non-game corporations and entities into the field was a threat to those who fought so ardently to legitimize the profession and promote a more playful or ludic 21st century. The article then delves deeper into the literature of play to redefine what occurs when a player engages with a gamified app, such as the social media application Foursquare. It rescripts their activity as ‘punctuated play’, or when the competition, conflict, glory, and other aspects of traditional play pierce a moment but do not necessarily define it.

Power of Media in the Networked Society

Author(s): Zoran B. Jevtović / Language(s): English,Serbian Issue: 4/2020

CLAUDIU ISOPESCU - PROMOTORE DELLA CULTURA ROMENA IN ITALIA

Author(s): Nicoleta Silvia Ioana / Language(s): Italian Issue: 2/2018

The time of Romanian language lectureships in the Italian peninsula coincides with the interwar period, that is the moment that marks the most intense phase of the Romanian- Italian mutual relations. Claudiu Isopescu, the creator of the Romanian lectureship in Rome in 1926, was an important protagonist in the history of Italian-Romanian cultural exchanges of the 20th century. Among his fundamental initiatives that he developed between 1926-1956, which aimed at promoting Romanian culture in Italy, are worth remembering: the Romanian language library founded at the department of La Sapienza, the translations of Romanian works into Italian and his research activity. With his entire scientific and cultural activity, the Bukovinian professor contributed to the knowledge and spiritual rapprochement of the two peoples who have preserved many affinities.

A SHORT ANALYSIS OF PUBLIC SERVICE DOCUMENTS AS A PRE-TRANSLATION STAGE: A DISCOURSE-AS-GENRE AND DISCOURSE-AS-TEXT APPROACH TO A FIRST AID LEAFLET

Author(s): Marina-Cristiana Rotaru / Language(s): English Issue: 2/2018

The aim of this paper is to analyse a medical leaflet from the point of view of discourse as genre as a necessary preparatory stage in the translation of public service documents. Public service information comes in a variety of forms: brochures, leaflets, pamphlets or standard forms. A first-aid leaflet is such a document, with a layout and a content which serve its main function: to provide first aid. A critical analysis of such a public service document can help the translator understand why the text has a particular layout, how language can help in achieving the aim of the document. Understanding these features can only benefit the translation of the document. The paper aims to go beyond the identification of such features and show how this type of document can be used in order to fulfil its purpose.

TATTOOS AND TABOOS IN INTERCULTURAL COMMUNICATION

Author(s): Raluca Ghenţulescu / Language(s): English Issue: 2/2019

When communicating with people from other cultures, one has to pay attention to their verbal and non-verbal messages. Besides what they actually say, it is equally important to notice what they do not say, what gestures they make – or avoid making – and what other ways of expressing themselves they resort to. Tattoos and taboos are two of the key factors that are worth taking into consideration when dealing with people from other countries, as they may reveal interesting aspects of their personality and culture. Both tattoos and taboos have ancient origins and reach the deepest levels of humanity. They can explain how we have evolved as acultural species endowed with the power of communicating both through language and through images or gestures. This article aims at presenting the importance of tattoos and taboos for understanding the core features of a culture, with a view to improving intercultural communication.