Медии и комуникация. Том 2
Media and Communication. Volume 2
Scientific Proceedings of Doctoral Students from the Faculty of Journalism and Mass Communication
Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (Editor), Teodora Petrova (Editor), Efrem Efremov (Editor), Andreana Eftimova (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; social media; public relations; press; radio; television
Summary/Abstract: Scientific collection of Doctoral students from the Faculty of Journalism and Mass CommunicationThe collection contains articles and studies of doctoral students in the doctoral program "Media and Communications" in the professional field "Public Communications and Information Sciences", which present the achievements of young scientists from the Faculty of Journalism and Mass Communication of Sofia University "St. Kliment Ohridski. Media literacy; new media art; building a personal image; regional identity; management strategies of business organizations; marketing techniques; social media; dialogue in digital marketing communications; alternative problems of digital advertising - the wide range of thematic and research fields of the publications in this collection testify to the integral character of the scientific specialty "Media and Communications".
- Print-ISBN-13: 978-954-07-5504-5
- Page Count: 296
- Publication Year: 2022
- Language: Bulgarian
Facebook като Antibook: девиациите в комуникационния алгоритъм на четене онлайн
Facebook като Antibook: девиациите в комуникационния алгоритъм на четене онлайн
(Facebook as Antibook: deviations in the communication algorithm of reading online)
- Author(s):Alexander Shpatov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:5-28
- No. of Pages:23
- Keywords:quality reading; communicational algorithm of reading; books; facebook newsfeed; social media
- Summary/Abstract:Even though its name contains the term “book”, a comparison between books and Facebook as different types of media reveal that Facebook should be regarded as the exact opposite of a book. Furthermore, an analysis of the deviations in each of the stages of the communicational algorithm of reading (perception, reception, understanding, realizing the meaning of the text, interpretation, self-transformation) reveals that the use of Facebook has less communicational value than the quality reading of books
Кинестетичните средства като стратегия за изграждане на персонален имидж в българската кандидатпрезидентска кампания 2021 г.
Кинестетичните средства като стратегия за изграждане на персонален имидж в българската кандидатпрезидентска кампания 2021 г.
(Kinesthetic means a strategy for building a personal image in the bulgarian candidate presidential campaign 2021)
- Author(s):Anelia Georgieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:29-46
- No. of Pages:17
- Keywords:debates; presidential candidate campaign; non-verbal communication; kinesthetic cues; personal image; 2021 campaign; presidential candidates; Rumen Radev; Anastas Gerdjikov
- Summary/Abstract:The article presents the results of a study of kinesthetic means in building a personal image of two presidential candidates in the Bulgarian presidential campaign 2021. The debate between Rumen Radev and Anastas Gerdzhikov, transmitted by BNT1 from 18.11.2021, is analyzed in it. The methodology includes a descriptive and comparative method –kinesthetic cues are examined by quantitative and qualitative indicators. The goal is to establish how kinesthetic cues to build a personal political image of different candidates in the presidential campaign, during the debates. The tasks are to present a theoretical framework and to build a methodology for analyzing kinesthetic cues. The hypothesis is that kinesthetic cues contribute to building a personal image in political communication. An inexperienced candidate in debates often uses kinemes, while an experienced opponent combines more kinemes from different parts of the body.
Туитър срещу политиката – нова ера в политическия дискурс в САЩ
Туитър срещу политиката – нова ера в политическия дискурс в САЩ
(Twitter vs. politics – a new era in US political discourse)
- Author(s):Anelia Petrova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:47-65
- No. of Pages:18
- Keywords:political communication; social media; political advertising; Twitter; Donald Trump; First Amendment; free speech
- Summary/Abstract:Today Social media is an important part of the evolution of political communication in the United States. Twitter‘s platform for direct communication between politicians and citizens provides a unique opportunity to present their ideas, thoughts, arguments, and suggestions. Twitter‘s decision to suspend political advertising at the end of 2019 and the subsequent ban on Donald Trump‘s profile in early 2021 have provoked polarizing reactions inside and outside the country. Analyzing Twitter‘s motives, the president‘s response, and the leg framework of the First Amendment to the U.S. Constitution, this study examines the implications of the ban on modern American democracy and the resulting negatives.
Ново медийно изкуство – онтология и конфликти
Ново медийно изкуство – онтология и конфликти
(New media art – ontology and conflicts)
- Author(s):Atanas Lozanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:66-75
- No. of Pages:9
- Keywords:new media; digital arts; TikTok; videoart; remix culture
- Summary/Abstract:The line: “Good artists copy; great artists steal”, was attributed to Pablo Picasso and appropriated by Steve Jobs in a way in 1995. It is the basis of many of the aesthetic and artistic endeavors that engage modern technology. The long and complicated way of the new level of this art was inspired by the future as a human dimension or a framed mind: a blind point of view. Video art and experimental film are only the harbingers of the coming with fanfare reality at the same time when humanity and machines shall be under a common denominator in all aspects of our well-known life. Perhaps, it would be the virtual recipe for our information technology existence or the long-awaited immortality. Let us embrace each other! The new media art is at risk: of ignorance, true non-understanding of its history about the inherited features of protoforms, semantic markers, and sensitive and multi-visual concepts embedded in their creative code. This deficit requires knowledge of the “alphabet” of the conventional to “break it down”, and, in turn, understand, respect, control, or improve it. The warm breath behind us… The Fifth Information Revolution is more than palpable under the rule of digital natives. Only if we could appreciate the chronotype power, then we could rule free will. It is just a matter of waves, digital frequencies, and certain DNA art affiliations.
Регионална идентичност в национален ефир чрез предаването „България в 60 минути“ на БНТ 1 (01-28 февруари 2021 г.)
Регионална идентичност в национален ефир чрез предаването „България в 60 минути“ на БНТ 1 (01-28 февруари 2021 г.)
(Regional Identity on the National Broadcast through the „Bulgaria in 60 Minutes“ Programme on BNT 1 (01-28 February 2021))
- Author(s):Blagovest Iliev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:76-88
- No. of Pages:12
- Keywords:regionalization; regional programs; local journalism; public television
- Summary/Abstract:The present study aims to analyze the regional identity through the national airwaves. To achieve this, several research tasks are set: to study the television broadcast of the show “Bulgaria in 60 minutes” daily; to set basic indicators – the author used television, topic, and result, which are used to form the television policies for the realization of the regional identity on national air; to compare four weeks of the transmission according to the set indicators, concluding for the period. The present study includes an analysis of the regional television policies implemented in the thematic areas of the program “Bulgaria in 60 Minutes” on BNT 1. Television regional policies of BNT historically present the regional programs of the Bulgarian National Television, presenting the main changes over the years. The analysis traces the used genres and the thematic distribution of the journalistic materials by regions in the only TV show in which news and stories from the country are presented.
Стратегии за управление на бизнес организацията в условия на криза
Стратегии за управление на бизнес организацията в условия на криза
(Strategies for managing a business organization in crisis conditions)
- Author(s):Bogomila Koleva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:89-104
- No. of Pages:15
- Keywords:business; crises; organization management
- Summary/Abstract:This article aims to describe the methods by which businesses can deal with crises. Undoubtedly, one of them is related to the construction of effective crisis management, which will work in the direction of managing the crisis event at all stages of its development. Every crisis manager aims to build a clear idea of the extent to which the activity may be affected by the crisis event and set the main goal to isolate it, minimizing its negative effect on the overall organizational process. The central thesis is that every business must be prepared to overcome crises, as practice shows that, unfortunately, their emergence is inevitable at some stage. Apart from the fact that the management activity should be focused on constantly building new strategies for development and growth, the management should not forget how vulnerable the business organization is to external threats and incidents that can quickly disrupt everything achieved. Even a crisis external to the organization itself is a crisis and requires immediate intervention. If the company adheres to specific rules, it would have a much higher chance of survival than an organization that allowed the crisis to find it completely unprepared. Crisis management is a complex set of managerial skills for expert decision-making and a high level of communication on the part of the crisis team. Identifying the specific problems, the preparation of an effective plan for dealing with them, and the precision of its implementation are crucial for the successful overcoming of the adverse effects caused by the external crisis event. The article is divided into three main parts – theoretical, analytical, and practical. The theoretical part gives general definitions of the term “crisis” and the phases through which it passes. It will be considered in more detail to characterize the stage of occurrence of each crisis event. The individual steps that need to be taken by crisis management to deal with it effectively will also be presented. This methodology can greatly facilitate business organizations in implementing various anti-crisis actions. The analytical part will present conclusions from a representative study of the World Bank on how businesses adapt to the new crisis reality related to the widespread COVID-19 virus. The practical part will present examples of successful strategies for building new business models. Finally, the main guidelines for a more effective crisis management process will be briefly summarized.
Политически аспекти в медийните образи на българските главни прокурори (2006 –2020).
Политически аспекти в медийните образи на българските главни прокурори (2006 –2020).
(Political Aspects in Media Image of Bulgarian Prosecutors General (2006-2020))
- Author(s):Borislav Radoslavov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:105-117
- No. of Pages:12
- Keywords:chief prosecutors; media images; independence; judiciary
- Summary/Abstract:The palpable politicization of the media image of the prosecution and in particular of the chief prosecutors at the dawn of the new millennium, with gradual and rising rates in recent years, has deepened the crisis on the sensitive issue of judicial independence. It also highlights the actual division of the three official powers and provokes speculation and speculation about the existence of hidden puppet masters in the political and prosecutorial guilds. One of the hypotheses that emerge is that the format of the state prosecution as a single and centralized structure in which all prosecutors are subordinate to the chief largely shapes the perception that the institution can acquire the image of its head. Another hypothesis is that the unalterable election of a prosecutor general, nominated by political circles as the only candidate without other candidates and voted unanimously or by a significant majority, contributes to a clear politicization of the magistracy.
Карикатуристът като съвременен паресиаст. Циниците и свободата на словото
Карикатуристът като съвременен паресиаст. Циниците и свободата на словото
(The cartoonist as a contemporary parrhesiast. Cynics and freedom of speech)
- Author(s):Victoria Atanasova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:118-129
- No. of Pages:11
- Keywords:freedom of speech; cartoon; Charlie Hebdo; parrhesia; cynic; truth
- Summary/Abstract:The article examines the role of journalists, cartoonists, humorists, and satirists as contemporary parrhesiastes or truth-tellers. Referring to Michel Foucault‘s collected lectures on parrhesia or truth-telling as a bridge between ancient philosophical thought and contemporary postmodern philosophy of mind. Since parrhesia is central to the Cynic philosophical school, it is possible to find analogies of its application and its natural development in contemporary satirical media, such as the French satirical newspaper Charlie Hebdo, which has become an explosive conflict point. The terrorist attack proved to be a catalyst for rethinking the role of caricature, burlesque, and irony as forms of free speech and brought forward the need for a renegotiation and public discussion on the boundaries where tolerance and freedom of expression meet to define and update the understanding of the very essence of a democratic society, of whether there is acceptable and unacceptable humor in this society, where is the dividing line between offense and criticism? I will try to address questions such as: what is the importance of satire and caricature for society, and to recall the characteristics discussed by ancient Greek philosophers that can help us recognize truth-tellers nowadays in the age of information society and digital media.
Тенденции в латиноамериканската испаноезична публицистика
Тенденции в латиноамериканската испаноезична публицистика
(Trends in Latin American Spanish-language journalism)
- Author(s):Vladimir Stoichkov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:130-141
- No. of Pages:11
- Keywords:journalism; literary journalism; non-fiction; Latin America
- Summary/Abstract:What are the trends in Latin American literary journalism? What are her themes and characters? What can we learn from them? In parallel with the culture of “likes” and the digital flow, flooding us daily with important and unimportant information, messages, allegations, plagiarism, and falsifications, with outbursts of ego, manipulation, rumors, and outright lies, there is a truly rich production of texts from the genre of non-fiction, which are worth exploring, getting to know closely, and separated from the swamp of universal oblivion. Because words are the real heritage of every age.
Комуникационни последици от конавируса в тевизионната спортна журналистика
Комуникационни последици от конавируса в тевизионната спортна журналистика
(Communication implications of the coronavirus in television sports journalism)
- Author(s):Desislava Frantsova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:142-158
- No. of Pages:16
- Keywords:sports journalism; pandemic; communications; coronavirus; television
- Summary/Abstract:The purpose of this study is to analyze the consequences of the global pandemic on sports event coverage by TV journalists. The author explores the intersection between straight/hard news and sports news and seeks answers to the question of how direct communication in sports programs is transformed and how online platforms integrate into the sports editorials.
Маркетингови техники и послания за Ковид-19 пандемията във Фейсбук – съпоставка между България и Великобритания
Маркетингови техники и послания за Ковид-19 пандемията във Фейсбук – съпоставка между България и Великобритания
(Marketing techniques and messages for the Covid-19 pandemic on Facebook – a comparison between Bulgaria and the UK)
- Author(s):Elena K. Slavkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:159-168
- No. of Pages:9
- Keywords:health communication; Covid-19; social media strategies; content; Bulgaria;UK
- Summary/Abstract:Despite global communication campaigns for vaccination, people are still hesitant about whether they should get vaccinated. Social media plays a key role in the dissemination of health information to a large number of users, thereby using different content and tactics to influence the target audience. The current article aims to analyze and compare the social media strategies of the health authorities in Bulgaria and the United Kingdom. Factors such as the type of post, length, source, language, and clarity were observed to get a detailed picture of the differences between the two countries. The results show that the way the health authorities present the information on Facebook reflects to a big extent the Covid-19 situation in each country, as well as how informed the society is about this global phenomenon.
Етични проблеми при благотворителни кампании за деца
Етични проблеми при благотворителни кампании за деца
(Ethical issues in charity campaigns for children)
- Author(s):Zarina Vasileva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:169-185
- No. of Pages:16
- Keywords:charitable causes; ethics; online environment; children; media; communications
- Summary/Abstract:The role of digital technologies in the effectiveness of charitable causes is extremely important. Campaigns for children are one of the most widespread on social networks and media. However, they have their ethical specifics, which must be taken into account in their reflection. Regardless of the urgency and importance of the charitable cause, human dignity and integrity must be preserved.
Алтернативен модел на дигитална реклама, базиран на блокчейн технология
Алтернативен модел на дигитална реклама, базиран на блокчейн технология
(An alternative model of digital advertising based on blockchain technology)
- Author(s):Kaloyan Ganev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:186-195
- No. of Pages:9
- Keywords:digital marketing; programmatic; advertising; blockchain; privacy; ad tech; user experience
- Summary/Abstract:The majority of brands’ marketing budgets are spent on digital marketing, and its share has been steadily increasing in recent years. Programmatic advertising accounts for an increasingly larger chunk of the digital marketing budget, but the process of purchasing and serving programmatic ads is extremely complex and involves several intermediaries between advertisers and publishers as well as a lot of tracking and sharing of user data. As a result, advertisers’ budgets are inefficiently used, publishers’ margins are shrinking, users’ online experience has deteriorated, and privacy concerns are growing. An alternative, blockchain-based digital advertising model, exists which aims to tackle these challenges using a privacy-focused browser and a cryptocurrency token for payments. This article examines the inner workings of this alternative and outlines its advantages and potential shortfalls.
Интернет като катализатор на кризи
Интернет като катализатор на кризи
(Internet as a catalyst of crises)
- Author(s):Lyubomir Palev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:196-209
- No. of Pages:13
- Keywords:Internet; social networks; social media; crisis communications; crisis
- Summary/Abstract:The article examines the relationship between the Internet and the emergence and development of crises. The digital era we live in brings with it several challenges that organizations face. Social networks and social media, as part of the online space, are both afield for communication campaigns by governments, institutions, NGOs, corporations, etc., and an extremely hostile environment for them, in terms of falling into crises. The study reflects three cases, the life cycle that gives rise to the “network” and leads to crises.
Новата нормалност на социалните медии
Новата нормалност на социалните медии
(The new normal of social media)
- Author(s):Maxim Behar
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:210-228
- No. of Pages:18
- Keywords:public communications; social media; traditional media; public relations; ethics; PR; leader; expert; revolution; change; fake news; global
- Summary/Abstract:This article supports the statement that the revolutionary changes in public communications after social media occupied a large part of the lives of humanity. As a result of current research and years of experience on a global scale in the industry, it can be argued that social media cannot be controlled and this contributes to both positive and negative outcomes. Social media is where the real leaders of speech and communication emerge nowadays, and communication experts have become something between publishers, reporters, and editors. New types of messaging – tweets and posts – have somewhat replaced traditional press releases, and ethics, morality, and transparency have become must-have elements of the modern PR industry. The research results also show that social networks are the driving force in the industry, everything is going digital, and traditional media is about to disappear from our lives.
Изследване на медийната грамотност на учениците от горен курс на средното училище чрез анкети преди и след четенето на медийни текстове
Изследване на медийната грамотност на учениците от горен курс на средното училище чрез анкети преди и след четенето на медийни текстове
(A study of upper secondary school students‘ media literacy through pre- and post-reading of media texts surveys)
- Author(s):Neli Ilieva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:229-238
- No. of Pages:9
- Keywords:media literacy; media text; experiment; questionnaire
- Summary/Abstract:The current article showcases a segment of a wide-ranging analysis of a series of questionnaires on the topic of media literacy among high school students. This analysis is part of a wider experiment that aims to study the ability of high school students to read and comprehend media texts. The segment contains an analysis of their answers to four questions –two from the first and two from the last questionnaires, which study their initial knowledge and opinions, as well as their insights acquired through the work with media texts on the same topic.
Зиновете – между медиите и изкуството
Зиновете – между медиите и изкуството
(Zines – between media and art)
- Author(s):Panayot Stefanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:239-253
- No. of Pages:14
- Keywords:independent publications; zines; media; art; press
- Summary/Abstract:On the borderline between media and art, independent publications, or also zines, draw experience and inspiration from both fields. The following publication considers zines as an important part of the print media landscapes and highlights their life-affirming role in the development of various political and artistic ideas and movements, and the press itself in general. Through an attempt to define and derive the essential defining characteristics of zines, a general historical overview of their appearance and presence in different parts of the world, including Bulgaria, and their consideration in the digital age, the text comprehends their importance in modern publicity and emphasizes the need for similar editions. Undoubtedly, independent publications have been and will continue to be an indispensable medium for communities united by common topics and a natural source of innovation and experimentation for major media brands.
Имиджът на идеалния български политик през 2021 г
Имиджът на идеалния български политик през 2021 г
(The image of the ideal Bulgarian politician in 2021)
- Author(s):Plamena Papazova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:254-275
- No. of Pages:21
- Keywords:image; political image; Bulgaria
- Summary/Abstract:The image of the Bulgarian politician can be viewed as contradictory in the last three decades. The same people from the political scene in Bulgaria are subject to both enormous support and sharp criticism. To study the attitudes of the Bulgarian society, an empirical study was conducted, in which 325 people participated. The objects of the research are psycho-social predispositions of the qualities that a politician must possess to enjoy a positive image among Bulgarian voters. The results show a clear clash between traditional values and modern views. However, progressive responses still prevail. For most of the respondents, characteristics such as gender, ethnicity, marital status, religion, sexual orientation, and other external characteristics are not relevant. The study found that the most important quality a politician must possess is honesty.
Стратегическото значение на диалога в дигиталните маркетингови комуникации в Мрежата
Стратегическото значение на диалога в дигиталните маркетингови комуникации в Мрежата
(The strategic importance of dialogue in digital marketing communications on the Web)
- Author(s):Teodora Petkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:276-294
- No. of Pages:18
- Keywords:digital marketing communication; dialogue; dialogic communication; marketing communications
- Summary/Abstract:The study argues the mission-critical role of dialogue in creating relevant and engaging digital marketing communication on the Web. For the research, a theoretical overview of the concept of dialogue used in marketing literature communications was made. The study also presents the characteristics of dialogic marketing communication from a relationship marketing perspective together with the challenges and opportunities related to dialogic communication in the context of marketing communications in a digital environment.
