Хипотези за българското анимационното кино като средство за изграждане и развитие на публиките
Hypotheses about the bulgarian animation filmmaking as a means of building and developing audiences

Summary/Abstract: The expansion of the digital communication landscape with a number of new media channels creates favourable conditions for the development of animation in all its forms. The need for a modern and original content entails an improvement in the animation filmmaking models and technologies. The animation industries in the economically developed countries have evolved into key creative practices impacting on allied industries such as feature filmmaking, advertising, games, TV, the Internet, interactive platforms, etc. Animation plays a fundamental role in building audiences as a mediator of the earliest contacts of adolescents with visual arts. An important problem is the role of animation in shaping the early personal, social, national and cultural identity of preschool and primary school-aged children. The fact that such important to the global development of animation issues correlate only to a very limited extent to the current state of affairs in Bulgarian animation industry arouses concerns. A number of elements that could generally be grouped as institutional, artistic, social and economic factors have an inhibiting impact on the process of development. The hypotheses about developing audiences by using the means of animation include a coordinated and strategically planned simultaneous effect on all inhibiting factors in the development of a sustainable national animation industry with a closed-loop product cycle. Generating a sufficient amount of Bulgarian animation content with ensured access to screens including new media, will lead to a sustainable author-spectator dialogue and to building and developing of national audiences, starting from very early childhood.

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