Media Representation of Contemporary Bulgarian Literature

Abstract

Abstract: The article examines how Bulgarian media construct the public significance of contemporary Bulgarian literature rather than merely “reflecting” it. Drawing on representation theory (Hall), critical discourse analysis (Fairclough), and field theory (Bourdieu), it maps the roles of public service broadcasters, legacy cultural platforms, and independent online outlets in distributing symbolic capital, shaping canons, and steering readerly expectations. The argument situates literary criticism within competing media logics – truth, name, scandal – and outlines risks of marketization, ideological capture, and erosion of authority. A synthetic typology of critical practices is proposed, alongside evidence of genre hybridization and mediatization that blur boundaries between criticism, cultural journalism, and marketing discourse. The article concludes with scenarios for renewing criticism – multimodal formats, stronger ethical self-regulation, and audience-facing critical literacy – aimed at restoring interpretive depth without forfeiting public relevance.