Новите комуникационни професии. Журналистика, връзки с обществеността, реклама. Пътеводител в създаването на дигитално съдържание
New Communication Professions. Journalism, Public Relations, Advertising. A Guide to Digital Content Creation

Author(s): Stella Konstantinova Angova, Mariya Nikolova, Ivan Valchanov
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: journalism; PR; public relations; advertising; communication; professional identity; professional roles; competencies; job description; technological competencies; digital narrative competencies; strategic competencies; convergence competencies
Summary/Abstract: In this text we identify the contemporary professional profile of those employed in the communication field–journalists, PR experts, advertisers. The main thesis is that the emergence of technology leads to redefining of the professional communicators’ expertise. There are serious transformations in each of the professions, and new professional roles requiring new advanced competencies emerge. We researched these competencies in three directions–technological competencies; digital narrative competencies; strategic competencies. Our documental and content analysis of job postings in global websites for offering and finding employment showed that in the communication professions the differentiation between job positions vanishes, a convergence of professional expertise appears and there are merging competencies–in each of the professional groups as well as between the professions of journalists, PR experts and advertisers. The requirement for convergent competencies does not lead to obliteration of the different communication fields but elevates them to a new technological-narrative level without depersonalizing their identity and social roles.

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