Медиите и комуникацията: трансформации и развитие в дигиталната ера
Media and Communication: Transformations and Development in the Digital Age
Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (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; communication; transformation; digital
Summary/Abstract: This volume “Media and Communication: Transformations and Development in the Digital Age” collects the reports of the 4th International Scientific Conference on Media and Mass Communication held on October 26 and 27, 2023 in Sofia under the same title and organized by the Faculty of Journalism and mass communication at Sofia University “St. Kliment Ohridski”. It was a great pleasure for us, the hosts, to welcome a large number of participants to this forum, which emphasized the challenges and perspectives in front of communication, media, and journalism in a digital environment. The conference took part 93 researchers and colleagues from 14 countries: USA, India, the Republic of Korea, Germany, Italy, Spain, Portugal, the Netherlands, Kosovo, Hungary, Poland, Lithuania, Norway and Ukraine. Bulgarian participants came from the leading universities and departments, institutions, organizations, and media. Academic partners of the International Conference are prestigious foreign universities: Eastern Kentucky University, USA, Vilnius University, Lithuania, Vytautas Magnus University, Lithuania, the Polytechnic Institute of Lisbon, Portugal, Batumi Shota Rustaveli University, Georgia, University of Bucharest, Romania
- Print-ISBN-13: 978-619-7567-25-0
- Page Count: 392
- Publication Year: 2024
- Language: English, Bulgarian
Communication and Digital Change − Challenges, Contemporary Dimensions and New Media Culture
Communication and Digital Change − Challenges, Contemporary Dimensions and New Media Culture
(Communication and Digital Change − Challenges, Contemporary Dimensions and New Media Culture)
- Author(s):Vesselina Valkanova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:7-11
- No. of Pages:4
- Keywords:communication; digital change; media; culture
- Summary/Abstract:This volume “Media and Communication: Transformations and Development in the Digital Age” collects the reports of the 4th International Scientific Conference on Media and Mass Communication held on October 26 and 27, 2023 in Sofia under the same title and organized by the Faculty of Journalism and mass communication at Sofia University “St. Kliment Ohridski”. It was a great pleasure for us, the hosts, to welcome many participants to this forum, emphasizing the challenges and perspectives in front of communication, media, and journalism in a digital environment.
Media Studies and Transformations in the Media Environment in Bulgaria
Media Studies and Transformations in the Media Environment in Bulgaria
(Media Studies and Transformations in the Media Environment in Bulgaria)
- Author(s):Vesselina Valkanova, Nikolai Mihailov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:15-31
- No. of Pages:16
- Keywords:Bulgaria; digital transformation; media; media environment; media regulation; media studies
- Summary/Abstract:Digitization and technological progress in the last few years have transformed the way we communicate and receive information, and this affects our understanding of the world in a social and cultural aspect. With the dominance of digital and often private media, diverse conceptualizations, typologies, and problematizations of the media environment and media systems, the global picture of the media world becomes problematic. The Bulgarian media environment has been going through dynamic and complex transformation processes in the last two decades, related both to digitalization and the change in the business models of the media, as well as to the different social, cultural, and professional contexts of communications on a global scale. Undoubtedly, the situation of the media, production, and consumption of media content in Bulgaria needs comprehensive, sustained, and focused research. The creation of a Center for Media Studies, which is the goal of the project, will significantly contribute to both researchers and media professionals in Bulgaria and abroad to have a clear picture and a good orientation, which is a condition for a well-functioning media environment in our country. The task that such a project should solve is to create a complete organization for media research in a market environment, its regular conduct, analysis, and meta-analysis of the results, as well as reaching conclusions and generalizations, which are distinguished by a clear conceptual framework, lead to accumulation of new knowledge and are useful for all who are professionally engaged in public communication – journalists, media researchers, teachers, communication specialists.
The Hard Way To Tell The Story: Literacy Challenges for Media and News Narratives
The Hard Way To Tell The Story: Literacy Challenges for Media and News Narratives
(The Hard Way To Tell The Story: Literacy Challenges for Media and News Narratives)
- Author(s):Fernanda Bonacho
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:32-38
- No. of Pages:6
- Keywords:communication; media literacy; news literacy; youth; world reading
- Summary/Abstract:For a long time already, we have been searching for the best ways to promote critical thought, bearing in mind, for example, the phenomenon of disinformation. Additionally, scholars and journalists have also long hoped that media education could positively tackle this challenge and enhance social goals such as political and civic engagement, particularly among youngsters. There is a consensus in the literature that the purpose of education, and specifically media literacy education, is to provide people with the habits of inquiry and skills of expression they need to be critical thinkers,e昀昀ective communicators, and active citizens in the world. The goal of this paper is to introduce the way the “Academy for Reading the World: Journalism, Communication and I” promotes critical thinking, self-regulation, and communication as key competencies to develop information narratives, whilst selecting an interdisciplinary approach to media literacy in an immersive experience for young participants (14y-21y). We propose to show that knowledge, skills, attitudes, and values can be mobilized together with an are昀氀exive approach to the learning process, to be able to deal with contemporary media-challenging contexts that insist on hindering reality readings.
Влияние на теорията „използване – удовлетворение“ върху активната аудитория
Влияние на теорията „използване – удовлетворение“ върху активната аудитория
(Influence of the "use-satisfaction" theory on the active audience)
- Author(s):Maria Popova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:39-50
- No. of Pages:11
- Keywords:active audience; content; media; needs; “uses and grati昀椀cation” theory
- Summary/Abstract:The “uses and grati昀椀cation” theory presents the choice of media audience to use this media content that mostly satis昀椀es its informational and communicational needs. The models for the media content creation, its speci昀椀cs, and realization are a response to the audience's needs. The online space puts the active audience behavior in a privileged position, as far as it determines not only the circulation of the content but also its production. The audience creates, distributes, and consumes content itself. The understandings, emotions, and behaviors of online users are relevant to the extent of their engagement with the media messages. The traditional media concepts that audience motivations for grati昀椀cation are derived from the availability or not of the various media channels have been changed. The online audience chooses what, when, and how to be informed.
Незащитено слово
Незащитено слово
(Unprotected speech)
- Author(s):Nelly Ognyanova
- Language:Bulgarian
- Subject(s):Social Sciences, Law, Constitution, Jurisprudence, Media studies, Human Rights and Humanitarian Law, Communication studies, EU-Legislation
- Page Range:51-56
- No. of Pages:5
- Keywords:censorship; EU sanctions against Russia; unprotected speech
- Summary/Abstract:The article is devoted to the limits of freedom of expression. The point is that legal systems do not protect all speech. Protection has limits beyond which unprotected speech remains. Two hypotheses of unprotected speech under the European Convention on Human Rights are discussed. In this context, the author opposes the view that the application of EU restrictions on pro-Putin media propaganda is censorship.
The Political Communication Export of the Hungarian Government
The Political Communication Export of the Hungarian Government
(The Political Communication Export of the Hungarian Government)
- Author(s):Mihály Szilágyi-Gál
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:59-67
- No. of Pages:8
- Keywords:Eastern and Central Europe; expansionism; Hungary; political communication
- Summary/Abstract:There is a detectable difference between exporting political communication technology like campaign techniques and branding strategies, on the one hand, and exporting political agendas by establishing institutions or influencing existing ones, on the other. In this paper, it is argued that this second form can also function as a rhetorical element in the overall process of political communication. Whereas in the first case, we are dealing with methods of communication in which the content of political messages is of secondary importance, in the second case we are dealing with institutions as strategic means designed to disseminate a particular agenda. The four consecutive Hungarian governments of the Fidesz-KDNP coalition since 2010 supply several examples of this second type of practice. Macedonia, Slovenia, and Croatia are only some of the target countries of the Orbán-government for knowledge transfer primarily not of campaign techniques, but of actual ideological and political content. This paper labels such transfers abroad as communication “export” and argues that they display a specific model of “communicative expansionism”.
Communication of Information Services of Martynas Mažvydas National Library of Lithuania in Social Media
Communication of Information Services of Martynas Mažvydas National Library of Lithuania in Social Media
(Communication of Information Services of Martynas Mažvydas National Library of Lithuania in Social Media)
- Author(s):Saulė Jokūbauskienė
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:68-86
- No. of Pages:19
- Keywords:communication; Information services; information society; National Library; social media
- Summary/Abstract:Information society currently means digital transformation and organizational change. The Martynas Mažvydas National Library of Lithuania (further – NationalLibrary) as an organization has come through various changes – the information services provided here today become more complex and user-friendly in a technological environment. In the context of the organization's evolution and growth, information services such as Creativity workshops, cinema, TV studio productions, meeting hubs, co-workers spaces, educational, project activities, and others broaden the concept. The research aims to analyze the communication of information services of National Library social media during the pandemic and afterward period in 2020-2023. Communication and shared knowledge are seen as the key tools for the implementation of the aim of the strategic activities in the Strategic Action Plan of the National Library., information services such as Creativity workshops, cinema, TV studio productions, meeting hubs, co-workers spaces, educational, project activities,
Newsworthiness for Television and Digital Journalism in Kosovo
Newsworthiness for Television and Digital Journalism in Kosovo
(Newsworthiness for Television and Digital Journalism in Kosovo)
- Author(s):Hasan Saliu
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:87-95
- No. of Pages:8
- Keywords:digital journalism; news values; public; social media; television
- Summary/Abstract:Today’s public has mostly moved online, but the media has also moved there to reach this audience. News organizations as well. Therefore, this paper aims to explore what television journalists and digital journalists in Kosovo consider news. Using semi-structured interviews with 18 television journalists and internet journalists, the paper explains the news values that journalists in Kosovo now consider. The study concludes that, while digital media journalists believe they are providing the public with more clickable or desirable news, television journalists continue to provide the public with what they believe to be essential subjects about which the public should be educated.
Are Films More Effective than Sledgehammer: Soft Power of the Wagner Group
Are Films More Effective than Sledgehammer: Soft Power of the Wagner Group
(Are Films More Effective than Sledgehammer: Soft Power of the Wagner Group)
- Author(s):Svetlozar Kirilov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:96-104
- No. of Pages:8
- Keywords:films; Russia; soft power; The Wagner Group; Ukraine
- Summary/Abstract:The article is focused on several feature films, which promote the Wagner Group and contribute to its soft power.
Internet Blackouts as Political Means: the Case of the Islamic Republic of Iran
Internet Blackouts as Political Means: the Case of the Islamic Republic of Iran
(Internet Blackouts as Political Means: the Case of the Islamic Republic of Iran)
- Author(s):Tsvetelina Dzhambazova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:105-113
- No. of Pages:8
- Keywords:censorship; content filtering; human rights; Islamic Republic of Iran; net blockages; politics
- Summary/Abstract:The present article aims to outline the specifications of the Islamic Republic of Iran’s political situation and the reasoning behind Internet blockages and online content filtering. The text summarizes the legal provisions of the local Internet censorship while it puts Iranian net blockages in an international perspective. Special attention is paid to the norms of human rights law and humanitarian law when it comes to the restrictions on the freedom of expression that are the essence of the net-blocking strategy of the Iranian authoritative regime. The article focuses on Iran as a state where such blackouts are not only frequently used but are also quite severe in their scope.
Посредникът в политиката – от традиционните медии до „алгоритъмкрацията“
Посредникът в политиката – от традиционните медии до „алгоритъмкрацията“
(The mediator in politics - from traditional media to "algorithmocracy")
- Author(s):Mityo Marinov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:114-124
- No. of Pages:10
- Keywords:algorithm; artificial intelligence; democracy; Facebook; politics; social media
- Summary/Abstract:Between politics and the public stands the media as an intermediary. In addition to traditional media, social networks are also becoming an intermediary, where every politician now maintains a profile and addresses online users. However, behind the SOL networks, artificial intelligence stands in the shadows – an algorithm that hides the risks of uncritical presentation of political messages and creates the danger of manipulation. The Cambridge Analytica case is a case in point. After investigations, it turned out that the company had gotten hold of the data of thousands of Facebook users, and with the help of the social network algorithm had influenced presidential elections around the world.
Неудобната истина: проблеми и предизвикателства пред регионалната журналистика
Неудобната истина: проблеми и предизвикателства пред регионалната журналистика
(The inconvenient truth: issues and challenges for regional journalism)
- Author(s):Zheyna Zheleva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:125-139
- No. of Pages:14
Теорията за медийния дневен ред в дигиталната ера – трансформации и развитие
Теорията за медийния дневен ред в дигиталната ера – трансформации и развитие
(Agenda Setting Theory in the Digital Era - Modifications and Adjustments)
- Author(s):Svetlana Stankova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:143-156
- No. of Pages:13
- Keywords:agenda setting; audience; mainstream media; media reflection; social networks; two-step flow of communication
- Summary/Abstract:While the basic propositions of agenda setting theory are still valid today, they need substantial adjustments in light of new communication technologies. The proposed research aims to revisit some of Maxwell McCombs and DonaldShaw’s statements about the media agenda and in particular: 1) Whether the salience of given topics/issues/events on the public agenda highlights the media’s involvement in its setting and if the potential impact of media is reduced?; 2) Is the audience turning to the social networks to understand what is important considering media diversification and audience specialization? The conclusions based on mainstream media and social networks coverage of the war in the Middle East since October 7-th, 2023 indicate that although media have lost some of their potential to shape the media agenda, their impact is preserved in the new media ecosystem by being transformed into new intermediate influences.
Модели на адаптация на класически текст през епохата на социализма и днес
Модели на адаптация на класически текст през епохата на социализма и днес
(Models of adaptation of a classical text during the socialist era and today)
- Author(s):Daniela Statulova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:157-166
- No. of Pages:9
- Keywords:classical texts; editorial approaches; models of adaptation
- Summary/Abstract:The first edition of the classic work “Ancient Greek Legends and Myths” by Nikolai A. Kuhn, with a translation by Nikola Mankov, was published during the time of socialism – in 1960. Numerous revisions adapted for students followed, the purpose of which was to transform the text into the most suitable for learners option for easier perception. Much later – in 2021, a modern revision was published under the editorship of Ivan Genov, which, like the first edition, is close to Kuhn’s original text, but with a new reading– translation of names, realities, etc. a new editorial approach. The article is focused on the applied models of adaptation of classical content in two periods with different social and cultural contexts.
Видеоефекти и обработка на видеоизображения
Видеоефекти и обработка на видеоизображения
(Video effects and video image processing)
- Author(s):Ivanka Valova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:167-178
- No. of Pages:11
- Keywords:audio-visual production; editing software; video effects
- Summary/Abstract:The professional processing of video images enhances the communication power of a work. Video effects in audio-visual projects embellish and give life to the stories and events being told. They can add a more dramatic effect to the work and have a stronger impact on the audience. In this paper, a comparative analysis is made of video e昀昀ects, which are commonly used in the audio-visual industry and are available in editing programs. Sophisticated mathematical algorithms, recently also involving artificial intelligence, are at the heart of exciting audio-visual experiences. Knowing the effects and applying them are a part of the symbols of screen art. The application of symbols is more intrinsic to artistic genres, but it is good to make television perception sound artistic as well. Skillful application of video effects at the right place and at the right time increases the communication power of audio-visual production and creates satisfying results.
Динамика и тенденции в PR на възобновяеми енергийни източници
Динамика и тенденции в PR на възобновяеми енергийни източници
(Dynamics and Tendencies in PR for Renewable Energy Sources)
- Author(s):Maria Krasteva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:179-190
- No. of Pages:11
- Keywords:PR; public communication; social media; nonconventional energy; renewable energy; solar; wind; digital communication
- Summary/Abstract:The following paper will examine communication activities in social media carried out by organizations from the nonconventional energy sector. The author has collected primary quantitative data about social media pro昀椀les of the largest organizations as solar and wind producers, as well as renewable energy investors and associations. The data are presented in two tables for comparison purposes – one for Bulgarian and one for international companies. The results indicate that organizations from the nonconventional energy sector do not use the full communication spectrum of social media channels, which deprives them of the opportunity to participate in the public dialogue, present their position, build social trust, and influence attitudes in a direction favorable to the sector.
Comparative Analysis of The Recruitment Strategies on the Bulgarian and Swiss Markets
Comparative Analysis of The Recruitment Strategies on the Bulgarian and Swiss Markets
(Comparative Analysis of The Recruitment Strategies on the Bulgarian and Swiss Markets)
- Author(s):Ivailo Tsolov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:191-201
- No. of Pages:10
- Keywords:human resources; job market; labour market; personnel; recruitment
- Summary/Abstract:The research presented in this paper set out to investigate the strategies and approaches used in recruitment in the IT sector in Bulgaria and Switzerland. The study seeks to analyze the main differences in the approaches to the recruitment of companies in the Bulgarian and Swiss markets in terms of multiple differentiation criteria, focused on the recruitment and talent acquisition needs of the respective companies. The study takes into consideration the trends and phenomena in terms of social media content marketing approaches in both countries. The comparison of the approaches used includes the following key aspects: cultural differences, hiring practices, recruitment channels, legal and regulatory differences, salary expectations, work-life balance, and language requirements. The findings of the analysis indicate that the strategies of social media marketing of both parties are in their core similar, but fulfilling different needs, which is the reason for the discrepancies between their approaches. The results indicate that the Bulgarian market goes beyond the traditional means of recruitment and talent acquisition, while the Swiss market tends to stick to more traditional methods of personnel searching and hiring.
„Хуморът не е шега работа!“. Дигиталното отсъствие на ефирното забавно
„Хуморът не е шега работа!“. Дигиталното отсъствие на ефирното забавно
("Humor is no joke!". The digital absence of on-air fun)
- Author(s):Lora Tarkoleva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:202-216
- No. of Pages:14
- Keywords:audience; fun; humor; online content; radio; satire
- Summary/Abstract:“If we‘re not bright, let‘s at least be sparkling” is the credo of one of the oldest departments at the Bulgarian National Radio – Humor and Satire. Having created landmark broadcasts, today it continues to offer funny content with the ambition of reviving old but successful forms, reducing the age of its audience, and broadening its feedback loop. The analysis explores the digital presence of the on-air fun as the department attempts to achieve the outlined goals. Is contemporary communication changing the humorous content so that it has a larger and younger audience? The paper looks into who is more active online – the media or the listeners. It reflects on the image of fun created by the radio through what is available online as an apparent clash between present times and nostalgia.
Комуникационната сила на церемониала: Как Европа посрещна президента Зеленски през юли 2023 г
Комуникационната сила на церемониала: Как Европа посрещна президента Зеленски през юли 2023 г
(The communicative power of ceremonial: How Europe welcomed President Zelensky in July 2023)
- Author(s):Irina Garkova
- Language:Bulgarian
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:219-229
- No. of Pages:10
- Keywords:communication; protocol; state ceremonial; visual messages
- Summary/Abstract:The article explores the communicative role of state ceremonial during high-level visits. It compares the execution of protocol elements from the official program of Ukrainian President Volodymyr Zelensky’s series of consecutive visits to four European countries from 6th to 8th July 2023. The research interest lies solely in protocol decisions as gestures and messages in the realm of nonverbal communication. The comparison across countries aims to objectively discern the communicative signals emitted by the execution or non-execution of established protocol rules and ceremonial practices. A direct conclusion related to the produced communication effect of the conveyed protocol messages during the four visits is the significant disparities between one of the host countries and the other three. In a broader sense, it can be noted that the visual “language” of the ceremony has become an increasingly significant factor in the contemporary communication environment. On the one hand, it sends unequivocal messages, and on the other hand, it aligns with the most current media and audience demands – for a quick, attractive, easy, and simultaneously reliable interpretation of events and processes.
Новините на БНТ, bTV и Nova телевизия в социалните мрежи: диспозитивен анализ
Новините на БНТ, bTV и Nova телевизия в социалните мрежи: диспозитивен анализ
(The news of BNT, bTV and Nova TV on social networks: a dispositive analysis)
- Author(s):Iliana Pavlova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:230-245
- No. of Pages:15
- Keywords:BNT; bTV; news; Nova television; social networks
- Summary/Abstract:The article presents the results of a study of the news in the social networks of the three national televisions in Bulgaria – BNT, bTV, and Nova Television. Using the dispositive analysis, the study covers several aspects of media activity in the networks: the news agenda of the three national televisions, the news thematic profile, and the degree of user engagement. The results of the research are an important step towards the understanding of the overall media communication process and its context, as they are indirectly an indicator of the editorial policy of television stations regarding their participation in social networks.
Журналистическо късогледство в перспективата на държавния преврат от 9 юни 1923 г..
Журналистическо късогледство в перспективата на държавния преврат от 9 юни 1923 г..
(Journalistic nearsightedness in the historical perspective of the coup of 9 June 1923.)
- Author(s):Stoyan Genov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:246-260
- No. of Pages:14
- Keywords:media and power; press history; the state coup of June 9 1923
- Summary/Abstract:The state coup of June 9, 1923, is one of the key events in Bulgarian history in the period between the two world wars. The research aims to examine journalistic reflexes and relations to the authorities just after the event. One of the big questions for Bulgarian journalism in general is to what extent it manages to respond to historical needs, to perceive the logic of historical development, and to protect the public interest in a longer-term perspective. In search of answers to these important questions, the authors draw on well-established communication and historical studies, as well as on an empirical study of materials from the periodical press. The conclusions are drawn based on classifying and analyzing the content of some of the most prominent and mass daily newspapers, party, and specialized outlets of the period. The questions asked and the conclusions go far beyond the specifics of the historical moment, as they affect fundamental problems of the relations between media and power, and journalism itself – about its civic functions, influence on public opinion, responsibility to interpret the development events and protect the society from dangerous precedents that may develop into trends in the future.
Situating Visual Journalism in the Age of Digitalization
Situating Visual Journalism in the Age of Digitalization
(Situating Visual Journalism in the Age of Digitalization)
- Author(s):Yotka Pancheva
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:261-269
- No. of Pages:8
- Keywords:framing theory; visual communication; visual communication theories; media literacy; multimodal communication; visual framing
- Summary/Abstract:The report defines the situation of journalism (visual journalism in particular)in the digital world. Through the method of dispositive analysis, it explores the structural changes of the profession in its transition from the analog to the digital era. The transformations concerning visual journalism in the media industry, the process of news production, the adaptation to digitalization, mobile communication, and social media promotion, the decline of readers, convergence, participatory culture, tabloidization, fake news, etc. are explored. Also visual journalism’s relation in the context of the fear of the “crisis(es) of journalism” is likely to have an extremely negative impact on democracy. In this respect, the study falls within the discursive scope of several other studies and contributes to a robust argument about why journalism is important and why we should study it.
Традиционното книгоиздаване и новите дигитални възможности
Традиционното книгоиздаване и новите дигитални възможности
(Traditional book publishing and the new digital opportunities)
- Author(s):Victoria Biserova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:270-279
- No. of Pages:9
- Keywords:audiobook; communication; COVID-19 pandemic; digital opportunities; e-book; publishing process; traditional book publishing
- Summary/Abstract:The study focuses on traditional book publishing and the new digital opportunities in three main aspects: publishing products, publishing process, and communication. The methodology includes the document-descriptive method used in the analysis of scientific sources and a summary of empirical data. It is shown that digitalization had a positive impact on traditional book publishing: EPUB is the most common format for e-books. Thanks to the latest version 3.3 we could create e-books for readers with different needs. Audiobooks are the fastest growing segment in book publishing. Electronic signatures and document signing platforms save time and money. And the biggest opportunity for book publishing is the integration of all the necessary software products into a customized system created for the needs of research, production, and distribution- ERP. The biggest opportunity for the publishing business is the integration of all the necessary software products into a customized system created for the needs of research,production, and distribution - ERP.
Freedom of Expression Online – New Legal Instruments within the European Union
Freedom of Expression Online – New Legal Instruments within the European Union
(Freedom of Expression Online – New Legal Instruments within the European Union)
- Author(s):Simona Veleva
- Language:English
- Subject(s):Social Sciences, Law, Constitution, Jurisprudence, Media studies, Human Rights and Humanitarian Law, Communication studies, EU-Legislation
- Page Range:280-287
- No. of Pages:7
- Keywords:big online platforms; European Media Freedom Act; freedom of expression online; online moderation; online regulation
- Summary/Abstract:The article explores the new legal mechanisms and instruments developed specifically to safeguard freedom of expression in the digital realm. The current study focuses on the delicate balance between freedom of expression and online regulation in the 昀椀eld of digital services, consumers’ rights on the digital market, and the new challenges, that artificial intelligence (AI) stipulates. A special focus is the internet intermediaries and content moderation and its legal basis and legal tendencies, based on the European Union law and more precisely the new European Media Freedom Act, the Digital Services Act, and the Digital Markets Act. The article further discusses potential avenues for legal development in the field of AI and the main tendencies in the decisions of the court in the field of AI copyright. It includes an exploration of emerging trends, technologies, and policy considerations that may shape the future of digital liberties.
Critical Junctures for Journalism in the 21st Century
Critical Junctures for Journalism in the 21st Century
(Critical Junctures for Journalism in the 21st Century)
- Author(s):Nadejda Miteva
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:288-299
- No. of Pages:11
- Keywords:Bulgarian journalism; deliberative communication; meta-analysis; risks and opportunities
- Summary/Abstract:This study is based on the overview of publicly available research on media and journalism in Bulgaria in the first two decades of the 21st century, as well as on meta-analytical methods to assess the capability of monitoring and analyzing the media environment. The focus is on the critical points in the field of journalism, outlined based on the collected data, to highlight the risks and opportunities for the development of the Bulgarian media environment and, in particular, deliberative communication. Although Bulgaria is considered a free country with legally guaranteed political and civil rights and freedoms, the study shows that journalism and media are under the threat of growing instability and dependence. The research is conducted as a part of the EU Horizon 2020 project Mediadelcom (2021 – 2024).
Медийни дискурси на институционалната криза в България (Изследване на три онлайн издания за периода януари – юни 2023 г.).
Медийни дискурси на институционалната криза в България (Изследване на три онлайн издания за периода януари – юни 2023 г.).
(Media Discourses of the Institutional Crisis in Bulgaria (Study of three online editions for the period January - June 2023).)
- Author(s):Vyara Ivanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:300-311
- No. of Pages:11
- Keywords:crisis; discourse; hate speech; institutions
- Summary/Abstract:The paper presents a study of the discursive representation in three online information media of the institutional crisis in Bulgaria from the beginning to the middle of 2023. The study uses content analysis and discourse analysis to show that the focus is on political conflict and the personality clashes and instability of institutions fundamental to any democratic state. Responsibility is falsely personified – media characters, placed in the focus of journalistic attention, simultaneously generate political and social instability and are indispensable subjects in the Bulgarian power model laden with complex interconnections and untold truths. Political actions leading to governance instability, and socioeconomic insecurity are placed in the field of moral responsibility in two of the studied online media. In one of them, the approach to constructing reality is by uncritically retelling the messages of media characters.
Комуникационни аспекти на „уязвимостта“ сред младите хора, напускащи алтернативна грижа
Комуникационни аспекти на „уязвимостта“ сред младите хора, напускащи алтернативна грижа
(Communication aspects of 'vulnerability' among young people leaving alternative care)
- Author(s):Teodora Koleva
- Language:Bulgarian
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:312-325
- No. of Pages:13
- Keywords:communication; marginalization; risk behavior; vulnerability; vulnerable groups
- Summary/Abstract:The community of young people who have grown up in alternative care is present in the social processes of our country and is an integral part of our society. Due to the socio-psychological characteristics that the representatives of this group are often carriers of, in the research and normative literature, they are included in vulnerable groups and communities. The communicative aspects of the presentation of the media image of the group under study reflect themes of their socially and economically unprivileged position. On the one hand, the root causes of vulnerability among the study community are less frequently addressed in the media, but on the other hand, some key aspects of the concept are represented. Following European and international directives for solidarity and social inclusion of sub-groups of our society implies larger communication strategies to raise awareness reducing social disparities.
Кризисна комуникация в дигиталната епоха – ролята на изкуствения интелект
Кризисна комуникация в дигиталната епоха – ролята на изкуствения интелект
(Crisis communication in the digital era - the role of artificial intelligence)
- Author(s):Mila Serafimova
- Language:Bulgarian
- Subject(s):Social Sciences, Communication studies, Theory of Communication
- Page Range:329-342
- No. of Pages:13
- Keywords:Artifcial Intelligence; crisis; crisis communication; crisis management; crisis PR; online disinformation
- Summary/Abstract:The article is dedicated to the role of artificial intelligence in crisis communication, following the debates in the scientific and professional PR community, as well as the regulation at the level of professional organizations such as PRSA and the Artificial Intelligence Act adopted by the European Parliament in 2024. The advantages and disadvantages of the application of artificial intelligence in communication during crises as an element of crisis management are examined through the prism of technology, and the risks and opportunities for its improvement are analyzed. The use of technological solutions based on artificial intelligence in crisis PR is emerging as an area of many new options, but also threats to effective and ethical communication.
Интеграция на изкуствения интелект в графичната комуникация и дизайн
Интеграция на изкуствения интелект в графичната комуникация и дизайн
(Integration of artificial intelligence in graphic communication and design)
- Author(s):Maya Stoyanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:343-350
- No. of Pages:7
- Keywords:artificial intelligence; design generators; graphic design; visual communication
- Summary/Abstract:The integration of artificial intelligence into graphic design and visual communication in general raises many questions, some of them technical, others social-economic, and others ethical. When considering the integration of artificial intelligence, we are currently limited to the narrow field of artificial intelligence in visual communication, in its role as a tool. Against the backdrop of new AI applications emerging daily to generate visual content, our role, while key, is changing. From visual content authors, we are becoming visual content editors. This of course has its advantages. All the iterative tasks in a design process are assigned to narrow AI and the designer has much more time for the creative tasks. The application of generative tools with artificial intelligence leads to some serious problems related to the issue of creativity and copyright. Other issues that have yet to find their solution are the storage and protection of personal data, the lack of transparency, and user control over it. Equally important is the problem of the manipulation of visual content to the level of Deep Fake, where it becomes virtually impossible for us to distinguish the truth from the content generated.
Делиберативната комуникация – рискове и възможности
Делиберативната комуникация – рискове и възможности
(Deliberative communication - risks and opportunities)
- Author(s):Lilia Raycheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies
- Page Range:351-361
- No. of Pages:10
- Keywords:deliberative communication; media transformation; opportunities; risks
- Summary/Abstract:The article has been developed within the framework of the research project “Critical study of media-related risks and opportunities for deliberative communication: scenarios for the European media landscape” (MEDIADELCOM) under the EU program “Horizon 2020”. Based on the methodology applied by the 14 participating countries in this project, the risks and opportunities for deliberative communication that arose in the process of media transformation in the period 2000-2020 are assessed. The article focuses on the results of the work of the Bulgarian team in four areas: legal and ethical regulation; journalism; media consumption patterns; and media competencies. The findings of this study are important for politicians, institutions, media regulators, educators, media experts, and journalists, but above all – for citizens.
Effectiveness of Online Advertising
Effectiveness of Online Advertising
(Effectiveness of Online Advertising)
- Author(s):Nikola Vangelov
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:362-370
- No. of Pages:8
- Keywords:ad intrusiveness; advertising efficiency; banner blindness; online advertising; online user experience
- Summary/Abstract:The paper discusses the opportunities that lie before online advertising and how its e昀昀ectiveness could be raised through engaging consumers. The theoretical framework of online ad intrusiveness and banner blindness is analyzed, to outline the challenges but also opportunities before online advertising. The main objective is to propose methods for raising the e昀케ciency of online ads about user experience. The methodology uses content analysis and examines the main aspects of online advertising so that a proposition can be made regarding raising ads' visibility and thus their effectiveness. A key component of user engagement regarding mobile advertising is interactivity.It is found to play a vital role in negating the effects of banner blindness and intrusiveness. It also enables users to turn the ads into viral ones and thus raise brand awareness. The paper could be of interest to practitioners, academicians, and students in the field of marketing, advertising, sales promotion, and brand communication.
Digital Transformation in Content Management and Customer Engagement – the Omnichannel Approach
Digital Transformation in Content Management and Customer Engagement – the Omnichannel Approach
(Digital Transformation in Content Management and Customer Engagement – the Omnichannel Approach)
- Author(s):Elena K. Slavkova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:371-379
- No. of Pages:8
- Summary/Abstract:Digital transformation in content management and customer engagement is central to how businesses are evolving today. This report explores omnichannel approaches that represent an integrated way to interact with customers through different channels. The analysis includes current issues of companies and users, the evolution of content management systems, the implementation of platforms for effective collaboration, and the integration of data from different sources. The main benefits that omnichannel content platforms provide to both businesses and consumers are the focus of the report. In terms of customer engagement, the omnichannel approach contributes to personalized experiences, seamless transitions between communication channels, and increased brand loyalty. One of the report's main conclusions is that omni-channel strategy in the context of digital transformation is not only oriented towards meeting customer expectations, but above all it positively impacts various aspects of the business - from customer relationships to operational efficiency.
Digital Approaches for Book Reading Promotion
Digital Approaches for Book Reading Promotion
(Digital Approaches for Book Reading Promotion)
- Author(s):Monica Dimitrova
- Language:English
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:380-391
- No. of Pages:11
- Keywords:digital literature; gamification of reading; young readers; reading promotion; reading; reading literacy; reading competence
- Summary/Abstract:Reading is a complex cognitive process, a fundamental cultural technique of the modern age, and the foundation of all literacies. Digitization has irrevocably changed the written word and how we read and communicate. Recognizing the vital importance of reading competencies for the development of individuals and societies, the promotion of reading is central to the agenda of organizations, institutions, and governments. For this reason, the text presents an author's study of European initiatives to promote reading, implemented in Europe through digital approaches and mainly targeting children and adolescents. Educational-entertainment mobile applications and gamification of reading were highlighted as trends in the study, as book apps enriched with augmented reality, digital literature, social media, and the involvement of influencers as trends in activities to promote reading in digital environments. The results of the study change the view that technology and new media are a threat to traditional reading. On the contrary, applied appropriately, they have the potential to cultivate active book reading habits and positive attitudes towards reading.
