Transformation of Bulgarian 1990s Print Media Cultures: Technology, Cultural Representations, Piracy, and Identity Formation on a Crossroad between the East and the West

Alexandra Martin Brankova
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Abstract

The article investigates the transformation of Bulgaria’s print media culture in the 1990s, a period of profound political, economic, social, and cultural change in Eastern Europe. The paper’s contribution is two-fold. Firstly, it focuses on the convergence of selected Bulgarian newspapers with established and emerging media formats alongside Bulgaria’s position between the East and the West. Secondly, the representations of and discourses about technology during the transition period are analysed and their link with identity formation is explored. I compare two tabloids (Trud and 24 Chassa) with two business-focused broadsheets (Cash and Capital) issued in 1997. Adopting a non-Western perspective by focusing on a case of transitional Eastern Europe, the article offers a snapshot and a reflection on the cultural representations of technologies, discursive identity construction, and media practices of the 1990s. The emergence of the free market and the influx of electronics in Bulgaria affected identity formation as technologies related to notions of modernity, Europeanness, globalisation, entertainment, power, gender, and social status.
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保加利亚 1990 年代印刷媒体文化的变革:东西方十字路口上的技术、文化表征、盗版和身份形成
20 世纪 90 年代是东欧政治、经济、社会和文化发生深刻变革的时期,本文对这一时期保加利亚印刷媒体文化的变革进行了研究。本文有两方面的贡献。首先,本文重点关注保加利亚部分报纸与既有和新兴媒体形式的融合,以及保加利亚在东西方之间的地位。其次,本文分析了转型期对技术的表述和论述,并探讨了它们与身份形成之间的联系。我比较了 1997 年发行的两份小报(《Trud》和《24 Chassa》)和两份以商业为重点的大报(《Cash》和《Capital》)。文章采用非西方视角,重点关注转型期东欧的一个案例,为 20 世纪 90 年代的技术文化表征、话语身份建构和媒体实践提供了一个缩影和反思。保加利亚自由市场的出现和电子产品的涌入影响了身份的形成,因为技术与现代性、欧洲性、全球化、娱乐、权力、性别和社会地位等概念相关。
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