Медийната консумация и предизборните кампании в България
Media consumption and election campaigns in Bulgaria

Author(s): Ivo Indzhov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: television; online media; social networks; media consumption; election campaigns; political communication; Bulgaria
Summary/Abstract: The sixth in the last three years of parliamentary elections in Bulgaria is an occasion to explore the role of the media as a key actor in election campaigns. The work is based on data analysis (primary and secondary) for media consumption from quantitative studies and so called cabinet study. It was established that Bulgaria, despite some specifics, fits into the global trends of media consumption. First, television remains the leading media for satisfying the information needs of the population. Second, however, social networks and online media are on the rise. Third - in Bulgaria, researchers usually put all online media under one “hat”, but the strong presence of traditional media on the Internet should also be taken into account. Fourth, radio and the press are now secondary media, but they still matter to older people. During election campaigns, the picture is generally a small copy of the usual consumption. Television still holds the palm of the championship, but it is already shaken by the new media. Three groups of media users can be distinguished, which are more important for political communication. People up to 30 years old, who by Granville are electoral passive, are “immunized” against the television product. At the same time, it can be predicted that for understandable reasons, after 10-20 years, the 60+ group will begin to use many more new media. People aged 40+, however, are ideal target groups for election campaigns with content overflow and television messages in the new media and vice versa.

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