„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
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
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.

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