Annual of Sofia University “St. Kliment Ohridski”. Faculty of Journalism and Mass Communication
Manuscripts for v. 34 of the Annual for 2026 should be submitted by 30 april 2026. The FJMC Annual publishes scientific publications, the result of the research work of teachers and scientists, both fundamental research on topics related to the theory, history, and transformations of communications, journalism, and the media; to the theory, history, and strategies of public communication; with the theory, history and development of book publishing and editorial activities; to the theory and research of content management and communication management or comparative theoretical developments in the field of media and communications; as well as practical research and applied articles in the field of media and journalism, press journalism, agency journalism, photojournalism, radio journalism, television journalism, online media; public relations, advertising, integrated mass communications; book publishing, editorial, and publishing activities and practices, traditional and digital publishing; communication management and information and communication technologies.
Copyright (c) 2025 Annual of Sofia University “St. Kliment Ohridski”. Faculty of Journalism and Mass Communication https://creativecommons.org/licenses/by-nc/4.0
We hereby present the photographic anthology Chronicles of Everyday Life, which includes the photographic collections of three Bulgarian authors: Antoan Bojinov, Nikolay V. Vassilev, and Rosen Kolarov. The book is accompanied by a critical text by Georgi Lozanov. It is evident that all three photographers have secured their position within the contemporary Bulgarian photography milieu. In addition to their professional practice, they are also active contributors to the academic community, serving as members of the teaching team at the Center for Contemporary Photography, which is affiliated with the Faculty of Journalism and Mass Communication. The Center offers postgraduate courses in photography that extend over an extended period. The collections encompass a broad temporal expanse, ranging from the 1960s to the early 2000s. The commonality among the 103 photographs contained within the book is their adherence to a documentary approach to life. The authors meticulously traverse Bulgaria, attentively tracing the fluctuating rhythm of time, thereby unveiling the lives of ordinary individuals shrouded in the veil of oblivion.
„Наука за книгата“ – пример за съвременна изследователска процедура
Монографията на Милена Цветкова е ангажирана с историята, развитието, формите и функциите на книгата в нейния смисъл като медия. Освен това авторът се стреми да свърже книгознанието с други дисциплини и да насочи читателите към възможността за по-всеобхватен подход към традиционните и съвременни комуникационни модели. Книгата в тази монография се разглежда не само като средство, продукт или обект. Истинската ѝ стойност се осъзнава далеч отвъд материално-физическото ниво. Читателите са изправени пред една полиморфна, синтетична и новаторска теория на книгата.
Bulgarian Media and Politicians: Mutual Influences.Totalitarian and Post-Totalitarian Speech Practices
The present study is an examination of the transformational processes and mutual influences between media and political discourse in the country, covering a broad time span of 40 years. This includes not only post-totalitarian discourse but also speech practices from before the change. It is important to acknowledge that the parallelism between disparate political and linguistic configurations, systems, and realms represents a fundamental challenge and a notable strength of the research endeavor. This parallelism contributes to the depth and objectivity of studies in this domain.
Digital Propaganda Strategies of the Houthi Movement
The present article uses the case study method to analyze the change in the digital propaganda strategies of the Houthi movement in the past three decades. Key aspects of the rebels' online content are presented. It can be argued that the Houthis are one of the most forward-looking insurgent groups in the region, as they have developed different types of media channels throughout the years: from printed leaflets to an official TV station to official accounts on various social networking platforms. Their propaganda strategies also transformed themselves in the past decades and successfully adapted to the requirements and expectations of the contemporary digital media ecosystem. The article outlines the key stages in the transformation processes of the above-mentioned propaganda dissemination strategy.
Social Networks and Cryptocurrencies: Communication Effects on Audience Attitudes and Perceptions
The research analyses how cryptocurrencies, and Bitcoin in particular, are presented in social networks and how the perception of users of the platforms towards them is shaped. Potential audience risks arising from the increasingly inextricable connection and mutual influence between social networks and cryptocurrency are defined.
The article presents the possibilities for political propaganda, the essence of transmedia, and the interaction between them. The purpose of the article is to cover a wide range of historical and contemporary examples of the use of transmedia in political propaganda, analyzing how they influence public attitudes and what their long-term consequences are.
Do Western Tanks “Burn Beautifully”? Claims for Superiority in Armor in the War in Ukraine
The article juxtaposes Russian versus Western claims for superiority in tanks and infantry fighting vehicles. The reported effectiveness of armor in the war in Ukraine has been interpreted as proof of civilizational and cultural superiority either of Russia or of the West. The text deals with political and media assessments of the main Russian and Western tanks and other armored vehicles, which roam the fields in Ukraine, stories about battles, victories, and defeats, and examples of biased depictions of the real events.
The Rise of Psychographic Profiling in the Fifth Era of Communication
Entering the fifth age of communication put the human individual in a fundamentally new relationship with the information produced and stored – overload mode. From the individual`s point of view, it is essential how to select from the immeasurable amount of information that would allow them to function most successfully and smoothly. The personality closes the “valves” through which information passes to its consciousness. It opens them based on what is closest, most acceptable, most inherent to the personality, and which can be described through the psychographic profiles of the population. 130 consecutive nationally representative sociological surveys conducted by the author confirm that the population is divided into 4 distinguishable groups according to the structure of psychographic profiles. It has been confirmed that individuals are “driven” by these characteristics when consuming information, whether it comes from the realm of the “tangible” (goods, services, brands, companies) or the “intangible” (choice of television, shows, movies, electoral behavior).
Communication Situations of Reading: Status Quo and Alternative Scenarios
Reading is a complex cognitive process, a principal cultural technique of the modern age, and the foundation of all literacies. Digitization has irrevocably changed not only the written word and the ways we read and communicate, but also the way communication experts and opinion leaders deliver the topic of books and reading and build their image in the media. Recognizing the vital importance of reading competencies on the development of individuals and societies, the image of reading and its presentation in mainstream and social media are a central topic. The paper offers a critical review of the communication situations of reading and sheds light on their key contextual makers in the Bulgarian context. We investigate the image of books and reading as created by social media influencers in virtual communities, оn the Bulgarian podcast scene, and in traditional media. The paper outlines trends and deficits and attempts to provide suggestions for strategic planning of communication situations that are comprehensive in terms of frequency and depth of the topic. Three major communication goals and their corresponding communication effects are proposed.
book reading, communication situation, communication situation of reading, image of reading, reading attitudes
Communication Management of Facts and Data in the “Do It Now” Multimedia and Information Campaign: A Demographic Model for Parenting
Data politics is implied in the multimedia and information “Do it now” campaign to the demographic group of young and working people in Bulgaria to motivate them to think about the best moment to become parents. A methodology for working with facts and data was applied in the indicated research of the campaign by trainee communication specialists. Managing problematic issues through facts and data meets well-known social and political issues of societies with new solutions and paves the way to transform entire sectors and systems.
data politics, demographic issues, fact-checking, information campaign
Faith and Reason in Religious Journalism
The paper is focused on religious journalism and presents an attempt at elaboration of a theoretical definition of the concept. A review of the scientific bibliography in the field of media and communications, media sociology, and sociology of religion from the second half of the 20th century to the present, as well as of theological scientific periodicals in the last century, has been made. The results do not show high popularity of the concept of “religious journalism” in the reviewed Bulgarian literature, but it and its synonyms are present in foreign-language literature. At the same time, the Bulgarian media increasingly include content reflecting activity in the so-called religious field. This practical obviousness has led to an attempt to define religious journalism and its variety of types. A peculiar emphasis has been placed on Christian journalism.
disinformation, disinforming news, fake news, information disorder, malinformation, misinformation
Education of Media and Communication Professionals: The Necessity of Building AI Literacy
Artificial intelligence (AI) is increasingly being used in the media industry. This requires a rethinking of journalism practices to ensure quality and ethical content. AI literacy, a sub-area of digital media competence, is crucial for overcoming information reliability risks and preserving authentic journalism in a synthetic media environment. It is essential to focus on managing AI and technology, rather than competing with them. Innovative educational methods are needed to prepare future media professionals. This study analyzes the implementation of AI training among media and communication students, their attitudes, concerns, and willingness to acquire new knowledge and skills in this area.
AI literacy, Artificial intelligence, Exojournalism, Journalism and mass communication education
Тhe “Booklash” Factor in Young Adult Books in the United States: The Publishers’ Reader Problem
The relevance of the topic of banning and censoring books for young adults in the United States has been confirmed by data from the American Library Association (ALA) and PEN America. According to PEN America's statistics, book banning cases have increased dramatically between 2021 and 2024, with 10,046 cases recorded in the 2023-2024 school year. This study examines the reasons for these bans, focusing on the specific themes and words that trigger censorship. The main argument in the present study is that in young adult fiction books published in the United States, there are taboo themes and words that become the reason for their ostracization by readers. The objectives of the study are: first, to present current definitions of the terms: ‘young adults’, ‘dangerous content’, ‘harmful content’, ‘censorship’, ‘problematic book’, and ‘book banning’; second, to outline the norms for censoring fiction content for young adults in the United States; third, to retrieve data on the danger and harmfulness of young adult books, on censuring and banning them; fourth, to present and analyze examples of young adult fiction books containing taboo topics or words and forth, to outline and summarize publishers', authors' and readers' actions towards young adult fiction containing taboo themes or words. The methods of the study include a review of theoretical sources, statistical analysis, and examples from practice. The conclusion of the study is that the commercial success of books for young adults can be predicted by keywords (taboo words) before the books are even published. Taboo words are: slave, crazy, silly, scary, plump, and Afro-American.
booklash, book publishing, dangerous books, taboo themes, taboo word, young adult books
Disinformation as a Topical Societal Phenomenon. Definitions, Identifying Characteristics and Related Terms
Abstract: Disinformation has emerged as a major problem in recent years and tackling it requires a complex approach. The paper provides a theoretical review of several important articles in German and English that appeared after 2016. Notable scholars in the field define the term “fake news” as irrelevant, but there is still a discussion about the specific boundaries between different types of disinformation. The review article aims to systematize and analyze some definitions of the related terms. It identifies the similarities and differences between the phenomena and draws out their distinctive characteristics. The summary provides six key findings and highlights the general directions in which scientific discourse is currently developing. The similarities between the overlapping concepts lie in the fact that all researchers deal with the intentional creation and distribution of false or misleading information for specific purposes, including financial, political, or other. The disinformation is necessarily malicious, harmful to the public interest, and is a threat because it reduces trust in democratic institutions and processes.
The artificial intelligence between new media art and human artist
The object of this article is the evolution and contemporary vision for autonomous “AI creativity” provided by “smart machines”: from theoretical formulations for AI in general, through the first experiments to the practical applications of computational creativity in the field of new media (digital) art. The synergy between human artists and AI artists as the flagship of transhumanism and futuristic avant-garde is a reality of various debates, arguments in support, or criticism in public and scientific discourses. The subjects of the review are the manifestations of the model: „AI creativity – a collaboration between computational creativity and human-being artist” in considering the program code as civilizational added value. The article raises some questions about the artistic value of crypto and electronic art and the intervention of human architects. The autonomous tasks of algorithms are just more than 170 approaches for generating creative and informational solutions in direct impact by the nature, aesthetics, and development of Homo Digitalis’ new era circle.
Copyright (c) 2022 Annual of Sofia University “St. Kliment Ohridski”. Faculty of Journalism and Mass Communication https://creativecommons.org/licenses/by-nc/4.0
User attitudes towards fake news and information on social media after the third wave of the coronavirus crisis
The article discusses misinformation on social media and some of the main instruments of Facebook, Twitter, and YouTube for dealing with it during the COVID-19 pandemic. It also presents the results from an anonymous online survey which is conducted after the third coronavirus wave and explores: whether online users consider they can identify fake news; the importance of dealing with fake news; familiarity with social media practices for tackling them; attitudes towards social media as a trustful source of information, and users’ opinion on whether social media is coping with fake news and disinformation during the coronavirus crisis.
Print advertising in Bulgaria between WW1 and WW2 (1919–1939)
The article aims to analyze the communicative aspects of print advertising during the period between the First and second world wars. It focuses on key features such as the editions, the target audience, the content, and the visual characteristics. The article uses a comparative analysis of Bulgarian print advertising from the previous decades mainly the Bulgarian Renaissance to outline the evolution of this communication. Several examples are analyzed as to how Bulgarian print advertising conforms to key characteristics of the Bulgarian people of the period.
The Clash of Influencers: COVID-19 Pandemic in the Echo Chambers of Bulgarian “Facebook”
The study identifies and suggests a typology of the most eminent speakers on the Coronavirus topic on the Bulgarian “Facebook”. The messages these opinion leaders disseminate have been analyzed and the “echo chambers”, fueled by them, are examined. The research shows that the pandemic mobilizes all 7 types of influencers (according to the author’s metamorphic multi-step flow theory of communication). A new breed of opinion leaders emerges – especially in medicine, which rapidly monetizes their social capital and evolves in the hierarchy of influencers. However, their expertise is very controversial and accounts significantly for the polarization of Bulgarian society. Meanwhile, mainstream media are under serious pressure – how to interpret the “news tsunami”, ensure pluralism and satisfy audience expectations.
The framed message of the visual story in traditional and online media
Visual frames are a discourse channel used to explain a social phenomenon and direct the perception of a specific interpretation and the rejection of another. Like verbal frames, they incorporate various rhetorical tools like metaphors, depictions, and symbols to capture and convey the essence of a social problem or event. Thus, a salient idea becomes easier to understand and remember. At the same time, in addition to enlightening the focus of the message, images also convey a vast amount of secondary details that help the audience's thought frames connect them with their understanding of the world today. The article traces the chronological development of language and expressiveness in visual communication in mass media from the 20th century to the present day. It focuses on the visual tools employed to convey a framed message in synergy with the textual news release. Visual framing has a wide range of applications and opportunities for audience influence. Researched only for the past two decades, it contributes to the framing theory, revealing the deconstruction of the layers of meaning in visual communication, and deserves the attention of researchers.
Social dimensions of infodemic and the resuscitation role of journalism
The article presents the results of a research project 80-10-80 / 25.03.2021. “Social dimensions of infodemic during the crisis with COVID-19. The pandemic through the prism of media and social networks” with the project leader – Professor Greta Dermendzhieva. Among the goals of the project are to establish the social dimensions of the infodemic and the role of professional journalism in the fight against misinformation.
Lessons in the Time of Pandemic or Two Years of Solitude: Social Dimensions of the COVID-19 Crisis in the Field of Bulgarian Education
The article analyzes the research results conducted by a team of researchers and journalists from the Faculty of Journalism and Mass Communication at Sofia University „St. Kliment Ohridski“ to establish the social dimensions of the COVID-19 crisis in education. A brief overview of two similar large-scale studies commissioned by the Ministry of Education and Science used as a reference and comparison base for the present study was also provided. Public attitudes have been studied toward distance learning in the electronic environment and their change during the Pandemic.
Fake news and misinformation in the Bulgarian media environment through the prism of three fact-finding platforms
In times of conflict between Russia and Ukraine and a pandemic situation around the World, fake news and misinformation are increasingly important parts of the everyday lives of media users. The increase in fact-finding platforms and the large amount of news they generate is also a symptom of the increasingly uncertain news environment. The present paper presents research on all articles from the Bulgarian National Radio's fact check and check platforms. afp.com and factcheck.bg until March 30, 2022, which are analyzed and categorized as fake news or misinformation based on the content of objectively true information.
This publication is the first topical bibliography of scientific publications by university scholars and researchers in Bulgaria regarding the specific topics of Communication, Media, Journalism, Public Relations, and Publishing. For the first time since the beginning of democracy in 1990, the scientific foundations for the education of journalists and other media and communication professions in Bulgaria have been outlined. It should be noted that in all former socialist countries in Europe, the period after 1990 is considered the more significant one in the field of journalism training.
For the first time, we will outline the perimeter of scholarly work in communication and media scholarship in Bulgaria from the beginning of democracy in 1990 to the present 2022 г. We offer a bibliographic corpus of the more significant results of the scientific of research, expressed in three publication formats - collections, monographs, studies, and articles. These works are not only the visible result of our work as scholars during the years. They have had and continue to have a significant impact on higher education, on research, on the professions, on political decisions, and shaping the public image of media and communications among lay readership.
Media and Communications - a Research Tradition, Publishing, Education and Development over the Last Three Decades
This edition of Media and Communications: a Research Bibliography 1990-2022 compiles and systematizes what has accumulated in the scholarly field and represents the first thematic bibliography of scholarly publications by university professors and researchers in Bulgaria on specific topics - communication, media, journalism, public relations, and publishing. For the first time, thanks to the professionalism and great efforts of the author and compiler of the bibliography - Assoc. Prof. Dr. Milena Tzvetkova, the perimeter of the scientific basis for the training of journalists and other media and communication professions in Bulgaria from the beginning of democracy through 1990 to 2022.
The Socialization of the Photographic Image in Antoan Bozhinov’s book “The Photographic Image in a Communication Context”
The monograph includes texts presenting naturally occurring trends in the history of photography that have acquired distinct forms and stylistic characteristics, such as "street photography" (without analog in traditional representational modes) and "social photography" as part of the broader field of documentary photography (also without analog in fine art). Explores the dynamic tension, attraction, and repulsion between the emerging art of photography and the established canons of classical representational methods. Traces the technologies that imperceptibly infiltrate the photographic image into public space.
Copyright (c) 2025 Annual of Sofia University “St. Kliment Ohridski”. Faculty of Journalism and Mass Communication
The Evolution of Home Cinema to Streaming Platforms and Their Strategic Mediamorphosis in the Context of the Intense Competitive Environment
Globalization, technological progress, and digitization transformed the audiovisual environment overall and imposed new rules in media and film content consumption. Technological advancement along with dynamic everyday life predetermines the evolution of home cinema from video cassettes to streaming platforms available anywhere at any time on any device and not only at home. In recent years, the video streaming market has grown so rapidly that the context of the dynamic competition imposes mergers, more investments, and, furthermore, flexibility in strategic business plans in the fierce rivalry for users.
Role of Social Networks during the Protests in Iran in 2022
The article analyzes the protests in the Islamic Republic of Iran that emerged after the death of the Kurdi Mahsa Amini while in custody after being detained by the morality police for alleged improper veiling. The text focuses specifically on the usage and role of social networks in the organization and coordination of protest activities. Even though the Iranian authorities relied heavily on Internet blockages, it turns out these blackouts became less effective as Iranians found different communication channels and end-to-end encryption services. The protests managed to encompass people from various groups and classes and are seen by researchers as the biggest challenge to the Iranian government since the Islamic Revolution of 1979. The present article also includes a brief history of women’s rights in Iran and an analysis of the mandatory dress code regulations in the country.