Медии и комуникация. Том 1
Media and Communication. Volume 1
Scientific Proceedings of Doctoral Students from the Faculty of Journalism and Mass Communication
Contributor(s): Vesselina Valkanova (Editor), Andreana Eftimova (Editor), Nikolay Mihaylov (Editor), Teodora Petrova (Editor), Efrem Efremov (Editor)
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: media literacy; marketing communication; investigative journalism; visual communication; media and public relations; book publishing; press journalism and online journalism; citizen journalism
Summary/Abstract: Scientific collection of Doctoral students from the Faculty of Journalism and Mass Communication. Media literacy; tools of marketing communication; sources of information in investigative journalism; visual communication in media and public relations; theory, history, and practices of public relations; innovations in digital marketing; typology of the book and the history of Bulgarian book publishing; the profiles of press journalism and online journalism; citizen journalism-professional journalism relations - the wide range of thematic and research fields of the publications in this collection testifies to the integral character of the scientific specialty "Media and Communications".
- Page Count: 392
- Publication Year: 2020
- Language: English, Bulgarian
За докторантската поредица „Медии и комуникации“
За докторантската поредица „Медии и комуникации“
(On PhD series „Media and Communications“)
- Author(s):Vesselina Valkanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:7-8
- No. of Pages:2
- Keywords:Phd; Students; media; communication
- Summary/Abstract:This selection of articles and studies by colleagues from the Ph.D. students of the Media and Communication program in the professional field of Public Communication and Information Sciences present the achievements of the young scholars from the Faculty of Journalism and Mass Communication of Sofia University "St. Kliment Ohridski. Publication in scientific journals, yearbooks, and collections, along with regular participation in seminars for doctoral students, in international and national scientific conferences, provide an opportunity for the immediate appearance of full-time and part-time doctoral students and for the assessment of the quality of their work given their training and preparation.
Разширяване на понятието за медийна грамотност
Разширяване на понятието за медийна грамотност
(Expanding the concept of media literacy)
- Author(s):Vanya Bozhilova-Stoyanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:9-21
- No. of Pages:12
- Keywords:media; journalism; media audience; media content; media literacy; new concept
- Summary/Abstract:The text highlights some research on updating perceptions of media, as well as a main institutional recommendation by the Council of Europe on the need for a new notion of media. In this context, the new role of journalists in today's digital environment is examined, as well as new concepts for media audiences, which turn into active and often even dominant in the process of information exchange. The aim of the paper is to oversee the extent to which changing media and redefining the roles of all actors in the media ecosystem requires broadening the concept of media literacy. The discussion remains about whether nowadays anyone with a smartphone and a social networking profile could claim he is a journalist, but it is concluded that as an author of media content he should take into account the responsibilities of his public actions.
Идеята за обединена Eвропа и перспективата на Западните Балкани
Идеята за обединена Eвропа и перспективата на Западните Балкани
(The idea of a United Europe and the prospect of the Western Balkans)
- Author(s):Desislava Sotirova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:22-40
- No. of Pages:18
- Keywords:European idea; European Union; enlargement of the EU; Euro-Atlantic integration; Euro-Atlantic values; Western Balkans
- Summary/Abstract:The article aims to outline the message of the concepts of European and Euro-Atlantic integration. The text draws attention to the new conditions and criteria for membership of the European Union for the countries of the Western Balkan which they must fulfill to join the EU. Their recovery and coping with the legacy of the severe wars from the 1990s have not yet come to an end. They first need to pass the stabilization and democratization processes and only after that can be associated. The paper focuses on the European Union’s policy towards the Western Balkans from launching the Stabilization and Association Process in 1999 until the Bulgarian Presidency of the Council of the EU in 2018. Despite all the progress during the last two decades in the Western Balkans countries, they still don’t have enough achievements in some of the most important areas – democracy, rule of law, human rights and minority rights, and competitive market. The willingness of the Western Balkans’ governments to join the Union is prominent. Still, the European leaders are not made any commitment to certain promises regarding the European integration of the region.
„Черно на бяло“ в печата: медийният рок език в публикациите за български групи от прехода 1987/1992
„Черно на бяло“ в печата: медийният рок език в публикациите за български групи от прехода 1987/1992
(Impact of the black and white in the printed press: media rock language in publications for Bulgarian transition groups 1987/1992)
- Author(s):Emil Bratanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:41-75
- No. of Pages:34
- Keywords:rock; Bulgarian rock; media; media language; media style; second Bulgarian rock generation
- Summary/Abstract:Researching the marks left by the rock bands forming the Transition towards Democracy’s Second generation, the logical choice falls on the print media. Experts have concluded that from a socio-linguistic point of view, Bulgarian language does not exist as a general concept but instead is defined by every speaker. The same view could be applied to newspapers’ language as the types of languages differ through various media. Furthermore, it should be mentioned that several factors determine this specificity: the audience, the purpose of the media, and the authors’ language particularities. Back then, digital media still hadn’t surpassed the printed word, which was the real “library of memories”. Time shows that, more or less, this textual reality is the only trustworthy archive of the new Bulgarian rock musicians generation from the end of the 80s. Several questions arise from this and which are worth the research. What happened after the end of ideological language and censure? Do rock musicians manage to force on the print media their professional and highly specialized jargon and what was the role of rock journalists who were working in the period between 1987 and 1992/93
Василий Врач и Алексий I Комнин. Характерни особености на една комуникационна ситуация, случила се в Константинопол през XII век
Василий Врач и Алексий I Комнин. Характерни особености на една комуникационна ситуация, случила се в Константинопол през XII век
(Vasiliy Vrach and Alexey I Komnen. Characteristic features of a communication situation in Constantinople during the XII century)
- Author(s):Emilia Kikarina
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:76-91
- No. of Pages:15
- Keywords:Vasiliy Vrach; Aleksey Komnen; bogomil movement; communication situation
- Summary/Abstract:At the beginning of the XII century in the Byzantine Empire, there was a unique verbal collision between Vasiliy Vrach, leader of the local Bogomilism, and the emperor of Byzantium Alexey I Komnen. This communication situation is an appropriate example of the position in which the Bogomil movement is generally placed not only in its homeland - Bulgaria but also in other countries. The main method that will be used throughout this short text is the holistic principle "The part is contained in the whole and the whole is contained in the part". In other words, it opens up a different perspective in which specific communication situations can provide basic information relevant to the larger communication field. In that case, the main communication of the Bogomil movement is a complex system made up of separate communication situations and many interconnected components (the Bogomils themselves, representatives of individual public institutions, and ordinary people). This short text contains only a few of the main aspects, part of that particular communication situation
Комбинираните знаци и тяхното приложение в рекламната комуникация (семиотичен подход)
Комбинираните знаци и тяхното приложение в рекламната комуникация (семиотичен подход)
(Mixed signs and their application in advertising communication (semiotic approach))
- Author(s):Erina Krasteva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:92-120
- No. of Pages:28
- Keywords:semiotics; icon; index; symbol; mixed signs; advertising; poster; communication
- Summary/Abstract:The article is focused on advertising as a form of communication in a semiotic aspect. In the beginning, the main types of signs are according to the qualifications of famous semiotician Charles Sanders Peirce. Additionally; there are given detailed definitions and examples for terms like icons; indices and symbols. At the same time is discussed the way of usage and their significance for advertising as well as the right way of delivering the desired meaning of the message. The next part of the article describes mixed sign systems; and their significance when it comes to theoretical points of view. It gives clear instructions for practical lines and usage of such a system. It gives an answer to the question: “How to combine a few different types of signs in a way for the advertising communication to be creative as well as effective?”The third part is focused on some analytical and practical details of semiotics and advertising. The main point is demonstrated by visual examples; in other words three posters: Journalism; PR and Advertising. This is the base that shows the fundamental principles of art and they are discussed because nowadays they are used in graphic design and advertising as well. The conclusions for the signs used in the posters are done by a system made from the same markers: poster’s description; significance; colors; contrast; composition; typography; semiotics of the picture etc. To sum up; the combination of used signs in one poster gives it a broader base which is helpful when it comes to better understanding. Of course; we should know that the combination is a result of knowing how to do that in the best way.
Българската художествена проза в „Библиотеката“ през 2017 година – специфики на медийна рефлексия
Българската художествена проза в „Библиотеката“ през 2017 година – специфики на медийна рефлексия
(Bulgarian prose in „The Library“ in 2017 – specifics of media representation)
- Author(s):Jana S. Popova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:121-131
- No. of Pages:10
- Keywords:Bulgarian prose; Media presentation; Specifics; “The Library”; 2017
- Summary/Abstract:An object of examination in this article is the specifics in the media presentation of the contemporary Bulgarian prose in the TV show – “The Library” in 2017. The main purpose of the research is to examine the trends in the media representation of modern Bulgarian novels and narratives. This article includes an analysis of the structure; thematic features and program of “The Library”. The main task of the survey is to examine if the quality media presentation in “The Library” provokes greater interest among readers. This helps us to understand the specifics of the media presentation in the TV show and to investigate the trends in the modern Bulgarian prose in 2017.
Слактивизъм и ефективност на социалните каузи онлайн (онлайн активизмът във фокуса на екологичната криза в Амазония)
Слактивизъм и ефективност на социалните каузи онлайн (онлайн активизмът във фокуса на екологичната криза в Амазония)
(Slacktivism and the effectiveness of online social causes (the online activism in focus of the ecological crisis of Amazonia))
- Author(s):Zarina Vasileva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:132-143
- No. of Pages:11
- Keywords:slacktivism; online community; crisis; social media
- Summary/Abstract:The role of digital technologies in the effectiveness of social causes is extremely important. However; along with the unlimited opportunities for publicity; the online environment creates an illusory sensation of civil activity. The debate about digital activity as “slacktivism” is particularly relevant nowadays. The article studies to what extent it can contribute to actual results from the perspective of a particular cause – the crisis of Amazonia
Сторителинг похват за българската онлайн журналистика
Сторителинг похват за българската онлайн журналистика
(Storytelling approach to the Bulgarian online journalism)
- Author(s):Iva Nedelcheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:144-158
- No. of Pages:14
- Keywords:web news; storytelling; online media; digital content; new technology
- Summary/Abstract:In the competitive struggle for online presence and dominance through the last decade; the universal truth about quality content that attracts an audience; regardless of the platform variety that translates it; is more rational than ever. While newspapers and their circulation are downsizing; content distribution options are increasing; proportional to consumer demand. Quality journalism must be accessible; convenient; objective and exciting; and the final product should be innovative; interactive and diversified in terms of both content and distribution means. The active role of new technology in this process is indisputable, but it brings along dual negative and positive connotations.
Институционални и медийни конфликти в демографското развитие на България
Институционални и медийни конфликти в демографското развитие на България
(Institutional and media conflicts in the demographic development of Bulgaria)
- Author(s):Ivelina Georgieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:159-178
- No. of Pages:19
- Keywords:demography; media; demographic development; journalism; publicity
- Summary/Abstract:The article aims to explore the conflicts in the field of Bulgarian demographic development. For this purpose the study analyzes the work of state institutions; expert opinion and media coverage of this problem. The specificity and wide scope of demographic problems; as well as their impact on all spheres of society; make journalism a serious challenge; both in understanding and reflecting on the problem. The purpose of the paper is to research how the topic is present in the public space and to highlight the conflicting fields at the media; institutional and expert levels. The methodology used includes analysis of scientific literature; regulations and content analysis of 130 publications for the period October - December 2018 in the printed edition of the newspaper “24 chasa”.
Развитие на печатните медии в Република Молдова – кратко представяне
Развитие на печатните медии в Република Молдова – кратко представяне
(Development of the print media in the Republic of Moldova - short introduction)
- Author(s):Irina Bogoeva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:179-202
- No. of Pages:23
- Keywords:magazine; newspaper; journalists; publicists; printing houses; Bessarabia; Bulgarian diaspora; media stations; ethnos; social-political processes; ethnic relations; historical stages
- Summary/Abstract:Tolerance or conflicting coverage of ethnicity in the media is a problem that is relevant to both science and practice. Peace; tolerance and mutual understanding of people of different ethnic backgrounds living in multinational Moldova depend on correct media activity in this area. Ethnically colored information transmitted to the mass consciousness through the contemporary Moldovan media; according to the will of the ideologues and politicians or other sponsors behind them; may be tolerant or contradictory. Thus; it can contribute to stability and peace in society by integrating the multi-ethnic population, but it can also divide it into opposing groups. The purpose of this study is to present the processes that take place in the media; based on the historical; economic and geopolitical background of the country. We will take a brief look at the development of print media in Moldova.
Краткият разказ – полета на реализация чрез сборника „Най-страшното“ и рубриката „Къси разкази“ по Нова телевизия
Краткият разказ – полета на реализация чрез сборника „Най-страшното“ и рубриката „Къси разкази“ по Нова телевизия
(The short story – spheres of realization through the collection „Most Frightening Thing“ („Nay-strashnoto“) and the TV rubric „Short stories“ („Kusi razkazi“) on Nova Television)
- Author(s):Irina Todorova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:203-222
- No. of Pages:19
- Keywords:: internet; short story; TV journalism; TV rubric; literature; virtual environment; social media
- Summary/Abstract:The article examines the issue of the short story; ways of dissemination. It is topical and significant with a view to the present day; the introduction of short forms of communication; reading and writing. An attempt has been made to draw a parallel between the realization of the short story genre in literature and an element of television shows in TV journalism. Certain conventionality is assumed due to the specificity and the forms of expression in the two spheres – literature and television. The common features between the realization of the media; television and literature content in digital form are: conciseness of speech; striving and rapidity to acquire information; as well as clarity in terms of what is said. This is achieved through the imposition of modern ways of communication and social media; time and space compression; wide distribution of information technologies; the internet and new means of communication.
Информационните графики като актуален инструмент на връзките с обществеността
Информационните графики като актуален инструмент на връзките с обществеността
(The necessities for infographics use as a Public Relations instrument.)
- Author(s):Liliana Zagorcheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:223-242
- No. of Pages:19
- Keywords:infographics; motiongraphics; communication; information over-load; trends; public relations
- Summary/Abstract:Today’s communication environment imposes challenges to all participants in the communication process – media; company target audiences and communicators. The information overload has become a normal state of mind and the public relations messages (both internal and external for the organizations) have to be more creative in the ways they engage their audiences. Contemporary people are getting increasingly visual in their cognitive behavior and pay more attention to visual stimuli than plain text. The media responded to these needs a decade ago by adopting a more visual approach to data; processes and complex processes. Thus; infographics and animated infographics (motion graphics) have become an effective way to communicate visual messages; processes; points of view; legislation changes and many other different topics. How these tendencies require new techniques to be used by the public relations specialists and how infographics are adding efficiency to the traditional communicator’s set of instruments is the subject of this work. It specifies the particular benefits of visual materials used in each of the specific public relations tools.
Учебно-помощните издания на литературната класика в историческа перспектива. Поява и институционализиране (края на ХIХ – началото на ХХ в.)
Учебно-помощните издания на литературната класика в историческа перспектива. Поява и институционализиране (края на ХIХ – началото на ХХ в.)
(Publications of literary classics from a historical perspective. Appearance and institutionalization)
- Author(s):Malina Dimitrova
- Language:Bulgarian
- Subject(s):Media studies, Communication studies
- Page Range:243-256
- No. of Pages:13
- Keywords:: literary-artistic book publishing; literary classics; publishing series; book history; book science; literary education
- Summary/Abstract:The proposed review is based on historical sources and allows the educational aid of literary classics to be situated in a historical; educational and socio-cultural context. It follows specific educational circumstances that contribute to their emergence as well as the imposition of a new publishing practice in Bulgaria through which selected readings serve the needs of the school; have market orientation and through them the access to knowledge and the book is massively. This gives us reason to assert that state education policy has an impact on publishers, and a modern educational approach is becoming a modern publishing strategy.
Иновации в дигиталния маркетинг - ползи и предизвикателства
Иновации в дигиталния маркетинг - ползи и предизвикателства
(Innovations in digital marketing - benefits and challenges)
- Author(s):Mary Ahegoukian, Mariana Kirilova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:257-274
- No. of Pages:17
- Keywords:online marketing; digitalization; innovative trends 2019; benefits of digital marketing
- Summary/Abstract:Technologies evolve rapidly and continuously and affect every aspect of our lives. The marketing concept is also affected by this development; new marketing channels and tools are constantly emerging. What are the innovative digital instruments of 2019 used to design marketing strategies that enhance the brand-consumer relationship? How important is each of them for the business's success? Taking into account the diversity of the digital platforms which includes online; mobile and marketing in social media; word; banner and video ads; etc.; this article focuses on the innovative tools of content marketing; supported by virtual and augmented reality; automation of marketing; AI and machine learning; and Big Data as the right choice for future success of the businesses in the highly competitive digital era when technologies merge in the professional and private life of people. Side effects of the modern marketing practices based on digital technologies and raising concerns about fair competition; cybersecurity; privacy and data protection aspects are also highlighted in the course of the research.
Публично-частните партньорства при изграждането на спортна инфраструктура в контекста на КСО
Публично-частните партньорства при изграждането на спортна инфраструктура в контекста на КСО
(Public-private partnerships in the Building of sport infrastructure in CSR context)
- Author(s):Plamen Bobokov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:275-286
- No. of Pages:11
- Summary/Abstract:The construction and maintenance of big sports facilities are activities; characterized by significant public financing withdrawal and unwillingness of the state and municipal governments to manage such projects in the last two decades. Facing these key challenges; the framework of public-private partnership (PPP) provides very good opportunities for the inclusion of business organizations and Maecenas as stakeholders in the processes of planning; construction; and management of sports infrastructure. Furthermore; the strategic semantic context of corporate social responsibility (CSR) guarantees the mutual benefits of business; on one hand; and the public; on the other. The article reviews the case of the multifunctional sports hall “Arena Monbat” in Ruse as good practice.
Преводът на термините в научното поле на пъблик рилейшънс
Преводът на термините в научното поле на пъблик рилейшънс
(The translation of terms in the scientific field of Public Relations)
- Author(s):Radoslava Mikova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:287-300
- No. of Pages:13
- Keywords:public relations; PR terminology; publicity; brand; branding; crowdsourcing; influencers; translation
- Summary/Abstract:One of the main problems of relatively young sciences such as "Public Relations" (PR) is the translation of terms and their correct understanding. The development of this discipline began in the late 19th and early 20th centuries in the United States of America; people such as Ivy Lee and Edward Bernays made contributions to that. In the modern world, PR is a very important part of the communication strategy of any corporation that wants to be competitive. The historical development of this science led to the creation of terminology which is in English. The terms are continuously updated; which imposes their accurate and adequate translation. PR has a lot in common with other disciplines such as Advertising; Marketing; Management; respectively; terms from these disciplines are borrowed and adapted. That complicates even more their understanding and translation into Bulgarian. This study explores several selected terms that create contradictions: public relations; brand; branding; crowdsourcing; influencers; and their meaning and use in the public communication.
Еволюционни стилове в графичния дизайн и визуалното им представяне в лайфстайл изданията
Еволюционни стилове в графичния дизайн и визуалното им представяне в лайфстайл изданията
(Evolutionary styles in graphic design and visual presentation in lifestyle editions)
- Author(s):Stanimira Yanakieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:301-313
- No. of Pages:12
- Keywords:fonts; graphic design; typography; visuals; new technology
- Summary/Abstract:New technology is changing rapidly entire industries around the world. Few elements remain unaffected in the digital environment. Graphic design is one of them – while the written word struggles for attention; typography is evolving and enhancing context. The visual representations of text reflect the zeitgeist; preserving the values of whole generations and telling stories from the past to the future. Graphic design will remain one of the pillars of time; regardless of the era's eccentricity.
Източници на информация в разследващата журналистика
Източници на информация в разследващата журналистика
(Sources of information in investigative journalism)
- Author(s):Teodora Georgieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:314-355
- No. of Pages:41
- Keywords:access to information; sources; refusal to provide information
- Summary/Abstract:The research addresses the issue of systematization of challenges; faced by the journalist in dealing with various sources of information and access levels during the process of data collection. The analysis reveals that in comparison to the beginning of the Program “Access to Information” has started; journalists are less likely to use this tool to gather official information; institutions are either shadowed or overwhelmed by a lot of chaotic data; because they have no interest to overspread it. The reason is mainly the specific professional disillusionment among journalists due to the unjustified refusals of institutions to provide information. This makes the media fall into “forced” informational lethargy or use information from unreliable sources; that could not be verified.
Корпоративният гражданин и вписването му в мрежата: блогът като инструмент за маркетингово общуване
Корпоративният гражданин и вписването му в мрежата: блогът като инструмент за маркетингово общуване
(The corporate citizen and its entry in the network: the blog as a tool for marketing communication)
- Author(s):Teodora Petkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:356-376
- No. of Pages:20
- Keywords:corporate blogging; corporate citizenship; business blogs; digital marketing; Web
- Summary/Abstract:The interconnected world we live and work in; the new ways we consume content on the Web and the endless possibilities for interaction online challenge corporate online presence and communication. The ever-increasing transparency Web calls for an ever-increasing authenticity and integrity in any communication; that of the corporate blogging included. The article looks at the essence of corporate blogs and their relationship to the concept of corporate citizenship. It is argued that business blogging can serve as an effective digital marketing tool only if used as a two-way; authentic; audience-wise communication practice.
Влияние на движението „Мe Тoo“ върху работната среда в САЩ
Влияние на движението „Мe Тoo“ върху работната среда в САЩ
(Impact of the „Me Too“ movement on the workplace environment in the United States)
- Author(s):Tsvetelina Dzhambazova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:377-391
- No. of Pages:14
- Keywords:“Me Too”; movement; social media; United States; sexual harassment; workplace environment; International Labour Organization (ILO)
- Summary/Abstract:This article aims to follow the impact of the online movement “Me Too” on the workplace environment in the United States. Analyzing secondary data from American organizations; the article researches the attempts on the elimination of sexual harassment among co-workers after the beginning of #MeToo.
