The study seeks an answer to the current problem of the deepening global crisis of classic media business models in the digital age and the need to seek sustainable new forms of financing. This state of the journalistic media, resp. of quality journalism is the result of competition from the Internet and major online platforms, but also from acute financial crises, the most recent one caused by Covid-19. They hit the two market foundations of the media company the hardest – advertising and sales. Financially afflicted media repel citizens and are a direct threat to democracy. Weakened, they fall under external dependence, and cannot control the politicians and those in power; neither can they oppose the viral spread of misinformation and fake news on social media. The main research question is “Is it possible – and in what way – to save the media financially in the digital age?” 13 current media-financing models with an emphasis on digital media have been studied - beyond advertising, classified ads etc., which until recently ensured the well-being of the press and television. Two different media business models were also considered: taz – a successful German left-wing alternative newspaper based on cooperative ownership and a solidary model of attracting readers, and “Capital” – a Bulgarian business-oriented medium that successfully applies new forms of financing. Both editions focus on digital transition. The elements of comparison show that for several reasons the “taz model”, which provides a much more direct and emotional connection with the readership, is not applicable to Bulgaria in the medium term. The main conclusion of the study is that in order to survive in the digital age, journalistic media must have a flexible pluralistic funding model. Depending on the nature of the media, its target groups and the specifics of society, it may contain only part or a wider range of the following main sources of funding: market; state / public funding; structures of civil society and citizens.
{"title":"13 Current Media Business Models in the Digital Age – the Takeaways for Bulgaria","authors":"Ivo Indjov","doi":"10.54664/upvp8877","DOIUrl":"https://doi.org/10.54664/upvp8877","url":null,"abstract":"The study seeks an answer to the current problem of the deepening global crisis of classic media business models in the digital age and the need to seek sustainable new forms of financing. This state of the journalistic media, resp. of quality journalism is the result of competition from the Internet and major online platforms, but also from acute financial crises, the most recent one caused by Covid-19. They hit the two market foundations of the media company the hardest – advertising and sales. Financially afflicted media repel citizens and are a direct threat to democracy. Weakened, they fall under external dependence, and cannot control the politicians and those in power; neither can they oppose the viral spread of misinformation and fake news on social media. The main research question is “Is it possible – and in what way – to save the media financially in the digital age?” 13 current media-financing models with an emphasis on digital media have been studied - beyond advertising, classified ads etc., which until recently ensured the well-being of the press and television. Two different media business models were also considered: taz – a successful German left-wing alternative newspaper based on cooperative ownership and a solidary model of attracting readers, and “Capital” – a Bulgarian business-oriented medium that successfully applies new forms of financing. Both editions focus on digital transition. The elements of comparison show that for several reasons the “taz model”, which provides a much more direct and emotional connection with the readership, is not applicable to Bulgaria in the medium term. The main conclusion of the study is that in order to survive in the digital age, journalistic media must have a flexible pluralistic funding model. Depending on the nature of the media, its target groups and the specifics of society, it may contain only part or a wider range of the following main sources of funding: market; state / public funding; structures of civil society and citizens.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130197458","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The main focus of the article is the „La Liga Santander” sports brand. The author examines how this particular brand takes the form of a performance in TV (sports channels), and how it achieves this through Experience economy. The text analyzes various instances of TV channels that display what their brand history and traditions are, and how the brand has earned people’s loyalty.
{"title":"Experience Economy: Sports Brand and Television","authors":"M. Marinova","doi":"10.54664/audb6168","DOIUrl":"https://doi.org/10.54664/audb6168","url":null,"abstract":"The main focus of the article is the „La Liga Santander” sports brand. The author examines how this particular brand takes the form of a performance in TV (sports channels), and how it achieves this through Experience economy. The text analyzes various instances of TV channels that display what their brand history and traditions are, and how the brand has earned people’s loyalty.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131252343","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This publication examines the notion of ‘cross-border journalism’ in its western form. It also attempts to present an alternative cross-border journalism based on the experience of the author with the Romanian-Bulgarian “The Bridge of Friendship” blog and the impressions received from other Bulgarian cross-border websites. The international brand of cross-border journalism is used for investigations – such as “The Panama Papers” – which involve the cooperation of journalists from various countries. The kind of cross-border journalism found in the “Bridge of Friendship” blog is both local and regional. It does not have an investigative element but it tries to bring about change through the mutual knowledge and understanding of Romanians and Bulgarians. It defines a Bulgarian-Romanian point of view of the world and presents the common Romanian-Bulgarian spaces in politics, economy and culture.
{"title":"Varia: Another Kind of Cross-Border Journalism – Making Sense of the Journalistic Experience of the Blog „The Bridge of Friendship“","authors":"V. Mitev","doi":"10.54664/htbm3336","DOIUrl":"https://doi.org/10.54664/htbm3336","url":null,"abstract":"This publication examines the notion of ‘cross-border journalism’ in its western form. It also attempts to present an alternative cross-border journalism based on the experience of the author with the Romanian-Bulgarian “The Bridge of Friendship” blog and the impressions received from other Bulgarian cross-border websites. The international brand of cross-border journalism is used for investigations – such as “The Panama Papers” – which involve the cooperation of journalists from various countries. The kind of cross-border journalism found in the “Bridge of Friendship” blog is both local and regional. It does not have an investigative element but it tries to bring about change through the mutual knowledge and understanding of Romanians and Bulgarians. It defines a Bulgarian-Romanian point of view of the world and presents the common Romanian-Bulgarian spaces in politics, economy and culture.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124961426","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The text examines the main directions of contemporary interactions between PR and journalism in the country, which are leading to media content creation. In this context it is maintained that both journalism and PR activities can contribute to the creation of media content. Of course, at some point they compete with each other to achieve this goal, but good media content is achieved not only as a result of this competition, but also from the interaction between them.
{"title":"PR, Journalism and Competition for Media Content Creation","authors":"Alexander Hristov","doi":"10.54664/bobl7354","DOIUrl":"https://doi.org/10.54664/bobl7354","url":null,"abstract":"The text examines the main directions of contemporary interactions between PR and journalism in the country, which are leading to media content creation. In this context it is maintained that both journalism and PR activities can contribute to the creation of media content. Of course, at some point they compete with each other to achieve this goal, but good media content is achieved not only as a result of this competition, but also from the interaction between them.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121349207","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study is an overview of the journalism – PR relationship at the terminological, theoretical and empirical-analytical levels. It traces the current state of the discussion of these relations in advanced media democracies such as Germany, with additional examples from the Anglo-Saxon countries, and draws some parallels with Bulgarian reality. The emphasis of the study is on what is occurring in journalism, without underestimating the importance of the appropriate partnership between the two actors. The thesis, which is proven in the course of the analysis, is that journalism and PR are doomed to mutual colonization which takesplace in the climate of PR hegemony and deepens with the development of digitalization.
{"title":"Relationships PR – Journalism: between the PR’s Hemony and the Mutual Colonization","authors":"Ivo Indjov","doi":"10.54664/mfkg8840","DOIUrl":"https://doi.org/10.54664/mfkg8840","url":null,"abstract":"The study is an overview of the journalism – PR relationship at the terminological, theoretical and empirical-analytical levels. It traces the current state of the discussion of these relations in advanced media democracies such as Germany, with additional examples from the Anglo-Saxon countries, and draws some parallels with Bulgarian reality. The emphasis of the study is on what is occurring in journalism, without underestimating the importance of the appropriate partnership between the two actors. The thesis, which is proven in the course of the analysis, is that journalism and PR are doomed to mutual colonization which takesplace in the climate of PR hegemony and deepens with the development of digitalization.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123009449","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The terms and conditions for using social platforms and the Internet grow more complex as governments struggle to provide instruments that avoid employing censorship techniques to revoke free speech, but at the same time provide online users with a safe environment and shelter from experiencing abuse or aggressive behavior. This ethical dilemma has apparently split Europe into two contradicting schools of thought. In July 2017 a search to identify relevant publications on the topic of online moral disagreement was conducted on the “Communication and Mass Media Complete” electronic database. The objective of the search was to find articles related to the topic, published in English between 2015 and 2018 with access to the full text. This systematic literature review is the final product of the materials found.
{"title":"Varia: When Trying to Resolve Aggressive Conflicts Online, is it more Effective to Employ Counter-Speech, or is it more Effective to Remove the Aggressive Content?","authors":"Bogomil Kalinov","doi":"10.54664/qmjt6672","DOIUrl":"https://doi.org/10.54664/qmjt6672","url":null,"abstract":"The terms and conditions for using social platforms and the Internet grow more complex as governments struggle to provide instruments that avoid employing censorship techniques to revoke free speech, but at the same time provide online users with a safe environment and shelter from experiencing abuse or aggressive behavior. This ethical dilemma has apparently split Europe into two contradicting schools of thought. In July 2017 a search to identify relevant publications on the topic of online moral disagreement was conducted on the “Communication and Mass Media Complete” electronic database. The objective of the search was to find articles related to the topic, published in English between 2015 and 2018 with access to the full text. This systematic literature review is the final product of the materials found.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121173496","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Clusters mean collaboration, knowledge, trust in individual public units which gives better results than the sum of the different activities of the same units. The media play a major role in building social capital. The aim of this study is to analyze the Balkan countries in the field of media clusters, showing the leading role of Romania and Bulgaria.
{"title":"Varia: Clusters as social capital. Romania and Bulgaria – leading the creation of media clusters in the Balkans","authors":"A. Nowosad","doi":"10.54664/tidl6530","DOIUrl":"https://doi.org/10.54664/tidl6530","url":null,"abstract":"Clusters mean collaboration, knowledge, trust in individual public units which gives better results than the sum of the different activities of the same units. The media play a major role in building social capital. The aim of this study is to analyze the Balkan countries in the field of media clusters, showing the leading role of Romania and Bulgaria.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123054927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper aims to examine the terms “brand journalism” and “copywriting” and establish their similarities and differences. To achieve this, several pre-existing definitions of the two terms were compiled and examined. The study establishes that there is an overlap between the two and researchers have occasionally used them synonymously. However, this paper proposes a clear way to differentiate between the two. Brand journalism has been identified as a part of integrated marketing communications (IMC), whereas copywriting is a specific technique for creating texts related to IMC. While all brand journalism can be classified as copywriting, not all copywriting texts are brand journalism. The term ‘copywriting’ should also apply to texts created for PR, advertising and other forms of marketing communications.
{"title":"Functions of Copywriting and Brand Journalism in Integrated Marketing Communications","authors":"Yordan Karapenchev","doi":"10.54664/yhad1932","DOIUrl":"https://doi.org/10.54664/yhad1932","url":null,"abstract":"This paper aims to examine the terms “brand journalism” and “copywriting” and establish their similarities and differences. To achieve this, several pre-existing definitions of the two terms were compiled and examined. The study establishes that there is an overlap between the two and researchers have occasionally used them synonymously. However, this paper proposes a clear way to differentiate between the two. Brand journalism has been identified as a part of integrated marketing communications (IMC), whereas copywriting is a specific technique for creating texts related to IMC. While all brand journalism can be classified as copywriting, not all copywriting texts are brand journalism. The term ‘copywriting’ should also apply to texts created for PR, advertising and other forms of marketing communications.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124930397","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The author aims to explore some of the main perspectives of contemporary PR in the general conceptual framework of Integrated Marketing Communications (IMC), branding and new consumers. On the one hand, PR makes constant attempts to emancipate itself as a main key strategic discipline in the communication process, while on the other hand the modern concept of branding requires total integration of all disciplines in the IMC, with a common direction towards the new consumer.
{"title":"Contemporary PR: Communication Perspectives and Challenges in the Context of IMC, Branding and New Consumers","authors":"Stefan Serezliev","doi":"10.54664/zfhq3359","DOIUrl":"https://doi.org/10.54664/zfhq3359","url":null,"abstract":"The author aims to explore some of the main perspectives of contemporary PR in the general conceptual framework of Integrated Marketing Communications (IMC), branding and new consumers. On the one hand, PR makes constant attempts to emancipate itself as a main key strategic discipline in the communication process, while on the other hand the modern concept of branding requires total integration of all disciplines in the IMC, with a common direction towards the new consumer.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114477403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article is the result of many years’ studies in the functioning of the public service broadcaster in Poland, i.e. Telewizja Polska SA (TVP SA). The subject of the study is an analysis of two areas of operation of TVP SA: the process of change in programming, and distribution of the programme offerin the period from 1992 to 2015. The starting point of the analysis was the adoption of assumptions concerning the changes in the process of content distribution and the development of new programme forms and changes in the manner of consumption of the media (multi-screening).
这篇文章是对波兰公共服务广播公司telizizja Polska SA (TVP SA)的运作进行多年研究的结果。本研究的主题是分析TVP SA的两个业务领域:1992年至2015年期间节目的变化过程和节目的分配。分析的出发点是对内容分发过程的变化和新节目形式的发展以及媒体消费方式(多重筛选)的变化作出假设。
{"title":"Varia: Programming and distribution of content of public broadcaster in Poland. Case study of TVP SA from 1992 to 2015","authors":"Weronika Świerczyńska-Głownia","doi":"10.54664/ltvv2353","DOIUrl":"https://doi.org/10.54664/ltvv2353","url":null,"abstract":"The article is the result of many years’ studies in the functioning of the public service broadcaster in Poland, i.e. Telewizja Polska SA (TVP SA). The subject of the study is an analysis of two areas of operation of TVP SA: the process of change in programming, and distribution of the programme offerin the period from 1992 to 2015. The starting point of the analysis was the adoption of assumptions concerning the changes in the process of content distribution and the development of new programme forms and changes in the manner of consumption of the media (multi-screening).","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114336222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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