Медии и комуникация. Том 3
Media and Communication. Volume 3
Contributor(s): Vesselina Valkanova (Editor), Nikolai Mihailov (Editor), Ventsislav Dimov (Editor), Svetlozar Kirilov (Editor), Milena Tsvetkova (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
Summary/Abstract: Scientific collection of Doctoral students from the Faculty of Journalism and Mass Communication
- Print-ISBN-13: 978-954-07-5916-6
- Page Count: 300
- Publication Year: 2024
- Language: Bulgarian
Медийна и институционална дискусия върху неадаптивността на една стратегия за езикова реформа
Медийна и институционална дискусия върху неадаптивността на една стратегия за езикова реформа
(Media and Institutional Discussion on the Objectivity of a Language Reform Strategy)
- Author(s):Aleksandar Georgiev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:7-21
- No. of Pages:14
- Keywords:language reform; gender-neutral language; media language; media representation
- Summary/Abstract:The article examines an actively discussed proposal for gender-neutral reference using pronouns. It discusses the sparse implementation of this proposed strategy in the Bulgarian grammatical system and language practice context.
Конфликтът между две ценностни системи – културен мотив за войната в Украйна
Конфликтът между две ценностни системи – културен мотив за войната в Украйна
(The Conflict between two Value Systems – a Cultural Motive for the War in Ukraine)
- Author(s):Anelia Petrova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:22-39
- No. of Pages:17
- Keywords:war; Putin; West; conflict; identity; culture; traditions; values
- Summary/Abstract:The war in Ukraine brought to the surface an interesting undercurrent of Russia’s politics in the last decades – a cultural conflict with the West that opposes modern liberal trends and strengthens attachment to traditional Russian values. During his presidency, Vladimir Putin has often regarded traditional values and culture as a strong foundation of his political decisions and more recently, used them as justification for the brutal war. The research examines how Putin’s cultural war has tapped into a larger crevice over identity politics in the West which the Russian president has sought to expand since taking power. It also explores the ways Putin’s political agenda made patriotism, religion, and moral restoration priorities of his administration and their implications on Russian foreign affairs.
Изкуството на изкуствения интелект
Изкуството на изкуствения интелект
(The Art of Artificial Intelligence)
- Author(s):Atanas Lozanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:40-50
- No. of Pages:10
- Keywords:AI art; new age; media; AI communication; digital natives; paradox
- Summary/Abstract:If computational creativity is the mechanics, and AI art is the packaging of the most modern formats of new media art, then the co-authors are the human artists who set the creative task and the smart algorithms as the medium that manages different models of collaboration. The performances of AI, which cannot only autonomously, but also independently create artistic and creative products, are becoming more and more remarkable. The ethical paradigm is not advancing quickly, AI art is evolving, absorbing technology, but has high artistic value been achieved? It remains a matter of aesthetics, of sustainability, of mental culture, of creative and scientific deviations, and with a certain risk of failure in public and critical perception. Is it an easy task, to track the causal relationships, and historical anomalies, to account for socio-cultural interactions, to assess dips and leaps in thinking, to respect the reference to circumstances and processes categorically influenced by digital determinism more than extraordinary virtuality? So many questions of the new time.
Възникване на лайфстайла в България – кога и как
Възникване на лайфстайла в България – кога и как
(Emergence of the Lifestyle in Bulgaria – When and How)
- Author(s):Billiana Raikova-Kovachev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:51-67
- No. of Pages:16
- Keywords:lifestyle; new trends; press; clothes
- Summary/Abstract:Lifestyle reflects the interests, opinions and behavior of an individual or community. It is the most visible manifestation of social differentiation, even within the same social class, and in particular it indicates the prestige enjoyed by the individual concerned.
Измерване на кризата в сектора – хотелиерство и ресторантьорство, в следствие на пандемията от COVID-19
Измерване на кризата в сектора – хотелиерство и ресторантьорство, в следствие на пандемията от COVID-19
(Measuring the Crisis in the Hotel and Restaurant Sector, as a result of the COVID-19 Pandemic)
- Author(s):Bogomila Koleva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:68-81
- No. of Pages:13
- Keywords:crisis; reputation; reputation crisis; institutional crisis; trust; media influence
- Summary/Abstract:This article presents a case-studies analysis of crises arising in the hospitality and Restaurant sector due to the COVID-19 pandemic. The motives for writing it relate to tracing and exploring the inextricable relationship between business, government, and the media. In difficult times of crisis, businesses are highly dependent on legislative, health, and regulatory changes introduced by authorities. Managers are faced with making difficult decisions in which they must strike a balance between the various interests of their stakeholders. In addition to prioritizing their employees’ health and safety and responding to health authorities’ requirements to limit the spread of the COVID-19 virus, they must also preserve the overall organizational operation while adhering to the core goals and interests of the company. By measuring more than 450 media publications, following Chavdar Hristov’s algorithm for measuring and analyzing reputational crises, the crisis in the Hospitality and Restaurant industry related to the protest actions of restaurateurs, hoteliers, and tour operators and the frequent shifts of the ministers of tourism in the period2020-2022. Crises are investigated by determining the public impact and the role of the media in covering the crisis and, more specifically, in maintaining/undermining public trust in the relevant organization.
Медийна автоцензура под сянката на властта
Медийна автоцензура под сянката на властта
(Media Self-Censorship under the Shadow of the Rules)
- Author(s):Borislav Radoslavov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:82-95
- No. of Pages:13
- Keywords:media self-censorship; freedom of speech; economic and political interests; increasingly docile journalism
- Summary/Abstract:A serious increase in self-censorship was found in the latest study on freedom of speech in our country “Media under attack”, published by the Association of European Journalists – Bulgaria in October 2022. Journalists are faced with a series of challenges –stress, online harassment, attempts to interfere with the editorial content, financial difficulties, and self-censorship. As a leading and current problem for freedom of speech in our country, the authors point to a fusion of economic and political interests. Where does censorship end and self-censorship begin? Who and why is undermining the moral foundations of increasingly docile journalism? Why does the “fourth estate” increasingly place itself at the service of the powerful of the day? And how is the news stream manipulatively replaced? The object of research in this work is the case study of self-censorship in the context of the problem of political and economic dependence on the media. The subject of research is the current reading of self-censorship among journalists through an expert view through a theoretical-analytical approach.
Предизвикателството да комуникираш здраве – PR за болници
Предизвикателството да комуникираш здраве – PR за болници
(The Challenge of Communicating Health – PR for Hospitals)
- Author(s):Valentina Marinova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:96-107
- No. of Pages:11
- Keywords:PR; hospitals; medical facilities; public relations; social marketing
- Summary/Abstract:The report presents the results of communication done by hospital care facilities ‘ with their patients, healthcare professionals, and partners. It also analyzes the opportunities coming from using the internet and social networking to reach out to the community. PR events organized by hospitals are targeting creating closer relationships and trust between their external and internal communities. Basic elements of building the image of medical institutions, such as architectural design, and interior features influencing the perceptions of patients and staff, are analyzed.
Навлизане на Изкуствения интелект (ИИ) в медиите
Навлизане на Изкуствения интелект (ИИ) в медиите
(Entering Artificial Intelligence (AI) into the Media)
- Author(s):Ventsislav Vassilev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:108-113
- No. of Pages:5
- Keywords:artificial intelligence; media; ideas; technology
- Summary/Abstract:The entry of Artificial Intelligence (AI) into the media is a relatively new field of research. The short definition of “Artificial Intelligence” in the European Commission documents defines it as “a concept covering a range of techniques that enable machines code to imitate human intelligence”.
Важността на литературните награди при подбора на преводни заглавия
Важността на литературните награди при подбора на преводни заглавия
(The Importance of Literacy Awards in the Selection of Translated Titles)
- Author(s):Veronika Galeva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:114-120
- No. of Pages:6
- Keywords:literary awards; translation; titles; readers
- Summary/Abstract:Prizes are a truly influential institution in the literary and literary life of any developed country. Literary awards are usually seen as awards for authors or texts; however, awards now appear to be given for other practices in the production, distribution, and reception of literature itself – for example, publishing achievements, book illustration and design, library programs, or literary mediation projects, blogs, and audiobooks.
Комуникационният мениджмънт и ролята на медиите в контекста на кризата от COVID-19
Комуникационният мениджмънт и ролята на медиите в контекста на кризата от COVID-19
(Communication Management and the Role of the Media in the Context of the COVID-19 Crisis)
- Author(s):Victoria Petrova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:121-137
- No. of Pages:16
- Keywords:risk; covid-19; globalization; crisis communication; paracrisis
- Summary/Abstract:The scale and intensity of the crises of the last two decades require a specific social behavior to avoid adverse phenomena for societies. The process of overcoming crises is complex and is based on communication between different stakeholders. The role of the media as an intermediary and mediator in this process is essential for an effective exit from the crisis. The article aims to frame the topic of crisis communication in the media by reviewing theoretical research done by researchers such as Ivy Lee, Manuel Castells, MarshallMcLuhan, Ulrich Beck, Junger Habermas, Johan Galtung, Patrick Lagadec, ThierryLibar, Jan Mitroff, Timothy Coombs.
Раждането на киното – най-влиятелната медия на XX век (1895–1927 г.)
Раждането на киното – най-влиятелната медия на XX век (1895–1927 г.)
(The Birth of the Cinema – the Most Influential Media of the XX Century (1895–1927))
- Author(s):Dimitar Stoyanovich
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:138-143
- No. of Pages:5
- Keywords:cinema; media; propaganda; history
- Summary/Abstract:„As long as the people are unenlightened, of all the arts, the cinema and the circus are the most important for us!“ exclaims the leader of the Bolshevik Revolution, Vladimir Lenin, and unlike almost everything else he has done or said, he is absolute right in this case. There is a consensus that cinema is the greatest art of the 20th century, but also a media phenomenon with an astounding mass effect that has changed people’s lives around the world. The media influence of the cinema is also about to become a key element of the propaganda of the new totalitarian and authoritarian regimes that came to power in Europe in the 1930s.
Успешни практики за създаване на персонализирано онлайн съдържание
Успешни практики за създаване на персонализирано онлайн съдържание
(Best Practices for Creating Personalized Online Content)
- Author(s):Elena K. Slavkova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:144-151
- No. of Pages:7
- Keywords:personalization; key practices; customer data; tailored experience; technology
- Summary/Abstract:In times of fierce competition and wide offering, personalization becomes key for providing experiences tailored to individual customers. Businesses can no longer be successful without showing customers how well they understand their interests and preferences to ensure long-term engagement and loyalty. Personalized content can be delivered in different ways and within several channels, but to be effective there must be a clear strategy that often includes the role of technology. To be able to segment the audience and distinguish individual behavior across the web, companies must collect and analyze customer data using machine learning to be able to draw useful insights about the so-called “personas” they want to target later on with personalized offerings. The present article aims to highlight the importance of doing personalization right by showcasing relevant examples and successful practices for generating tailored digital experiences. As a result, personalization becomes a win-win situation for all parties: users are more likely to see products they want to purchase, while businesses get a higher return on their marketing budgets.
Typophoto – новият модел за визуализиране на съдържание в страниците на медиите в социалните мрежи
Typophoto – новият модел за визуализиране на съдържание в страниците на медиите в социалните мрежи
(Typophoto – the New Model for Visualizing Content in the Social Media Pages of the Media)
- Author(s):Iveta Yordanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:152-161
- No. of Pages:9
- Keywords:Typophoto; photography; typography; social media; visual communication
- Summary/Abstract:The present study analyses the method of visualizing content on the bTVNews page through the so-called “stories” on the Facebook social network. As part of the observation, in-depth research on the aesthetic composition of photographs and typography is presented and an association with the typophoto model is made. The study presents the results of a survey related to the audience’s engagement with the media content in social networks and their preference for the visual elements.
Визуално рамкиране на изображения и видеоклипове с научна конспирация
Визуално рамкиране на изображения и видеоклипове с научна конспирация
(Visual Framing in Scientific Conspiracy Images and Videos)
- Author(s):Yotka Pancheva
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:162-176
- No. of Pages:14
- Keywords:conspiracies; fake news; visual framing; color and brightness; text analysis; media literacy
- Summary/Abstract:In recent years, in Bulgaria as well, we have witnessed an explosion of scientific conspiracy messages in the digital media space. Based on the communication theories, the research analyzes the persuasion techniques in implying uncertainty and fear through the use of color and brightness in the visual narrative of images and videos from Bulgarian online media. A comparison was also made with a similar study on English-language conspiracy videos on YouTube. The results show the use of darker color shades, lower contrast, and lighting in the Bulgarian visualizations. The conclusions confirm the studied visual attributes are used to frame and manipulate the perception of the message in a certain way by affecting the emotions of the recipients. In the Bulgarian conspiracy visuals, they are applied to a higher degree than the comparative English-language videos, which implies a connection to our low media literacy and the influence of fake news.
Нови формати на съдържание в дигиталната комуникация
Нови формати на съдържание в дигиталната комуникация
(New Formats of Content in Digital Communication)
- Author(s):Kaloyan Ganev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:177-185
- No. of Pages:8
- Keywords:digital marketing; content marketing; short form content; vertical video; attachment theory; sociotechnical approach
- Summary/Abstract:The emergence of new media channels goes hand in hand with the advent of new content formats and their rise in popularity. The digital era has ushered in a myriad of new formats and short-form video content is the current winner in terms of engagement, popularity, and ROI for content creators. This analysis examines a mix of psychological, lifestyle, and practical factors to explain why online users find this type of content so engaging and why a growing number of content creators are joining the bandwagon in the year to come. Short-form video content social media platforms are studied from the perspective of attachment theory and the socio-technical approach which are useful to uncover the psychological motivators of users online to actively seek this type of content. The scientific literature on the topic of the subjective feeling of busyness provides insights into the fragmented working day and the usefulness of short-form content to fill the small gaps in the busy day. From a practical perspective, considering the most recent mobile usage statistics, short-form video content, especially vertical video, is quicker, easier, and cheaper to create at the same time it is very engaging, easy to distribute, and convenient to consume on a smartphone without turning the screen.
Мултимедийна комуникационна компетентност – семиотични и контекстуални аспекти
Мултимедийна комуникационна компетентност – семиотични и контекстуални аспекти
(Multimedia Communication Competence – Semiotic and Contextual Aspects)
- Author(s):Kiril Yanev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:186-196
- No. of Pages:10
- Keywords:multimedia; communicative competence; measurement and evaluation; communicative effectiveness; contextual effectiveness
- Summary/Abstract:Communicative competence, as the ability to transmit, receive, understand, and interpret information, is an important complex quality that determines the success of each of us, both professionally, socially, and personally. Communication competence is a situationally dynamic characteristic of an individual, and it can be measured and evaluated. There is evidence that the effectiveness of making sense of communicative competencies depends on the degree of work efficiency in many activities. This significantly impacts on the individual‘s professional and personal success, guarantees a high social status, brings satisfaction, and improves communicative behavior. The main purpose of this report is to present an author‘s concept and model for objective measurement and evaluation of the effectiveness of communicative competence in a certain contextual environment, providing a high degree of probability that in this way the level of effectiveness of a certain activity be measured end evaluated
Съвременните предизвикателства пред кризисните комуникации на държавните институции в България
Съвременните предизвикателства пред кризисните комуникации на държавните институции в България
(Contemporary Challenges to Crisis Communications of the State Institutions in Bulgaria)
- Author(s):Lyubomir Palev
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:197-207
- No. of Pages:10
- Keywords:crisis; crisis communications; government communications; institutional PR
- Summary/Abstract:The information and communication reality has evolved significantly over the past two decades. The changes that have occurred are due to the greatest extent to the development of information technologies and the ever-increasing ubiquity of the Internet, which has become the main field for sharing and receiving information, as well as a tool for conducting communications. There has arisen the inevitable need to adapt public relations to modern conditions. Despite the extraordinary opportunities that the “net” gives to PR to achieve its goals, there are numerous challenges that public relations has to deal with daily. These challenges, in turn, favor the emergence and development of crises. In Bulgaria, and not only, state institutions are prone to falling into crises. In this regard, the crisis communications of the state institutions in Bulgaria need the conduct of research that will lead to the practical development and increase of the effectiveness of the institutional PR.
Пъблик рилейшънс и рисковете на „пълната прозрачност
Пъблик рилейшънс и рисковете на „пълната прозрачност
(Public Relations and the Risks of “Full Transparency”)
- Author(s):Maxim Behar
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies, Theory of Communication
- Page Range:208-216
- No. of Pages:8
- Keywords:PR; social media; news; marketing; management
- Summary/Abstract:For the PR industry, the number one consequence is that PR experts need to be trained much better to be well prepared for any eventuality. Creativity, honesty, and accuracy remain just as essential as before, but brilliant preparation for crises that may strike at any time is of the utmost importance for the PR expert in the age of the social media revolution.
Креативност и актуални тенденции във визуалното представяне онлайн на лондонските творчески квартали
Креативност и актуални тенденции във визуалното представяне онлайн на лондонските творчески квартали
(Creativity and Current Trends in the Online Visual Presentation of London’s Creative Quarters)
- Author(s):Maria Ivanova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:217-247
- No. of Pages:30
- Keywords:creativity; trends; visual presentation; London’s creative quarters
- Summary/Abstract:In the conditions of globalization, digitalization, and hypervisualization in modern communications, a successful visual presentation online is key, and decisive for the development of any brand. Due to the importance of visual presentation online, the present study focuses on the design of creative neighborhood sites. When created with a high level of professionalism, the sites enable brands to be presented in a complete, complete, and comprehensive way, with the possibility of quick orientation in the contents distributed in sections and subsections. This makes them an indispensable platform for online communication and creative neighborhoods.
Съвременни комуникационни аспекти на военния парад в България
Съвременни комуникационни аспекти на военния парад в България
(Modern Communicative Aspects of the Military Parade in Bulgaria)
- Author(s):Nickolay Chadarov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:248-258
- No. of Pages:10
- Keywords:military; parade; propaganda; real image; after pandemic changes
- Summary/Abstract:The article is based on the methods of bibliographic thematic research, a content analysis of Bulgarian National TV station programs focused on their coverage of the 6th of May (Day of Bravery) in the last years, also a survey among military servicemen from the Bulgarian army focused on the image of the army made by the military parades. The report aims to show the modern communicative aspects of this special event in the army’s life; to clarify if the parades last 5 years show the real image of the armed forces or if this is a propaganda representation; but also to highlight the changes in this ritual, occurred after the pandemic.
Възможни критерии за оценка на качественото списание
Възможни критерии за оценка на качественото списание
(Possible Criteria for Evaluation of the Quality Magazine)
- Author(s):Panayot Stefanov
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:259-274
- No. of Pages:15
- Keywords:quality journalism; magazines; print media; quality magazine; democracy
- Summary/Abstract:The article examines existing concepts of quality journalism focused on print media. Its main assumption is that for the fair quality assessment of magazines, a more precise perspective and differentiation from hard news as the most researched journalistic form in terms of quality is needed. Based on the studied literature, the text proposes seven basic indicators to serve as the basis of a future methodology for measuring quality journalism in magazines.
Доверие и политика: Изследване на общественото мнение в България през 2021 г.
Доверие и политика: Изследване на общественото мнение в България през 2021 г.
(Trust and Politics: A Study of Public Opinion in Bulgaria in 2021)
- Author(s):Plamena Papazova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:275-285
- No. of Pages:10
- Keywords:political image; trust; politics; Bulgaria
- Summary/Abstract:The question of trust in politicians is complex and involves several factors, such as the history of the political system, the influence of the media, and people’s impressions. This report presents the results of an empirical study examining the topic of trust in the political image in Bulgaria, in the context of the 2021 elections. The study was conducted against the backdrop of the dynamic changes in the political scene in Bulgarian 2021. Within the year and with the measures implemented to restrict the COVID-19 pandemic, the country held three rounds of parliamentary elections and presidential elections. We witnessed the sudden rise of new political faces and the rapid decline of some of them. The method of the present study is a survey composed of 9 closed-ended questions. It was conducted from November 10, 2021, to December 10, 2021, and 402 people participated. The main goal of the research is to test how much trust voters have in politicians and how different external factors would affect that trust. The working hypothesis allows for respondents to have shaken trust in politicians, which has been confirmed. The results of the study can be used to formulate recommendations for political leaders and measures to increase people’s trust in politics.
Интензивността на конкуренцията на видео стрийминг пазара и новите стратегически модели
Интензивността на конкуренцията на видео стрийминг пазара и новите стратегически модели
(The Intensity of Competition in the Video Streaming Market and the New Strategic Models)
- Author(s):Tsvetelina Yakimova
- Language:Bulgarian
- Subject(s):Social Sciences, Media studies, Communication studies
- Page Range:286-299
- No. of Pages:13
- Keywords:business plans; competition; dynamic environment; market scope; strategic models; subscriptions; video streaming market
- Summary/Abstract:In recent years, the video streaming market has grown rapidly, going through general diversification processes that inevitably intensify competition in the sector. The context of the dynamic environment imposes investments and flexibility in strategic innovation development both in terms of business plans and service functionalities, but also the content that each platform offers to attract potential or retain own subscribers in the fierce rivalry for every user.
