Медийни брандове по време на пандемия. Емоционално обвързване
Media brands during the pandemic. Emotional engagement

Author(s): Daniela Nikolova
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: television; audience; COVID 19; emotional engagement; brand; belonging
Summary/Abstract: The COVID 19 pandemic puts the media industry to the test and outlines opportunities for its development and transformation. In a situation of social isolation and fear, the audience’s need to consume content increases significantly. At the same time, the amount of unverified information and fake news is increasing. The degree of trust in the media brand and the closeness to the audience are gaining more and more weight. Through Kevin Roberts’ theory of “Love marks” and the case study method, the author seeks the connection between consumers and media brands. The purpose of this report is to trace the role of the media, in particular Television during the COVID 19 crisis; how it manages to attract and retain its viewers; how it becomes emotionally attached to them; what are the communication messages. Being “Love marks” during a state of emergency may be more important than ever in the “new reality.”

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