Timeliness and relevance of scientific problems addressed by the project
Contemporary Bulgarian society, like all free and democratic societies today, is completely "immersed" in the media. They themselves have a significant influence on all areas of social life in our country - politics, education, economy, culture, health, etc. The technological development of the means of communication and the process of their accelerated digitalization deepens this process. The time of "media exposure" of different social groups and institutions is continuously increasing, and the emergence of social platforms for information sharing contributes to this.
The Bulgarian media environment[1] has undergone dynamic and complex processes of transformation over the last two decades, linked both to digitalization and to the change in media business models, and to the drastically different social, cultural, professional context of communications on a global scale.
The significant transformations in the Bulgarian media environment create a need for its in-depth study with justified methods and data analysis. Undoubtedly, the state of the media, production and consumption of media content in Bulgaria needs comprehensive, sustained and focused research.
In-depth research on: legal and ethical norms, funding and regulation of public media; ownership of Bulgarian media; changes in the nature of the journalistic profession; market conditions; working conditions of journalists; journalistic competencies, education and training are key for the development of independent and pluralistic journalism, for the understanding of societal processes, and ultimately for the functioning of democracy.
Scholarly articles, monographs, collective studies, theses, dissertations, expert analyses, sociological studies, annual reports, reports, documents of institutions, regulatory bodies, NGOs, foundations analyze the problems of the environment, media and journalism. Sources on the research object are mainly academic research; research of professional and industry organizations; research of non-governmental organizations; information from regulatory bodies and government institutions. However, the information from the annual reports of NGOs and foundations on the media environment in Bulgaria is unrepresentative. The information is often sporadic and lacks continuity. To a large extent, this is also the case for sociological research on media issues.
Given the fragmented and unrepresentative research on particular aspects of the media environment, and especially the scientific and societal importance of media research, its relevance and perspectivity is beyond doubt. Moreover, the lack of systematic research on the media environment adversely affects the media guild's awareness of maintaining professional standards.
Both researchers in Bulgaria and media experts, scholars, professionals in Europe and around the world need an accessible source of information, continuous monitoring by a unit with proven research and expert capacity, representative and up-to-date data, continuity of media research and sustainability of monitoring and analysis of media and communication processes in the country.
Such sustained monitoring and research on the media environment can identify risks to media and journalism, capture trends, highlight processes and conditions related to journalism as a fourth estate and independent institution, as part of the democratic processes in the country.
Current state of the research on the problem area
In Bulgaria, there is not enough research - neither quantitative nor qualitative - to provide the necessary comprehensive information on the specifics of the current national media market environment. Over the last two decades, and since the beginning of the transition period, informative but fragmentary, non-systematic studies on specific aspects of the implementation of communication professions and media are available.
Unfortunately, most of the available sources by Bulgarian researchers on the research topic are characterized by fragmentation and lack of systematization, with the most recent relatively detailed ones dating back to 2010-2011 (Fileva 2010 and 2011, Raicheva 2015, Valchanov 2019, Miteva 2021).
On the one hand, there is a lack of a single sustainable research methodology that can representatively, focused and accessibly investigate journalism and the media; on the other hand, the contemporary media environment today is hardly susceptible to standardized and globally unified criteria of research and analysis. Media and communication issues, risks, threats, are global, national or local, they are too diverse to be examined through a universalised model of inquiry.
The research methods used are mostly from the field of empirical sociological research, which for the purposes of the project cannot be limited to representativeness. At this stage, studies by foreign research organisations provide greater transparency on the state of the media environment in Bulgaria. Data from their recent studies[2]
paint the picture described in section 1.2. State of research on the problem.
As we have already noted, there is no comprehensive and consistent research in Bulgaria on the state of the media in the country. The main source of data on the changes and the state of journalism and media in the country are the analyses and publications of academics and media practitioners. Data can also be found in institutional documents (the National Assembly, the Council of Ministers, the Ministry of Transport and Communications, the Ministry of Culture - e.g. data from the public register established on the basis of Article 7C of the Law on the Compulsory Deposit of Printed and Other Works and on the Announcement of Media Distributors and Media Service Providers, the National Statistical Institute). The problem of the fragmentation, lack of periodicity and continuity of the information obtained from these institutional sources arises here again.
Data on the media environment in Bulgaria could be found in the annual reports of the regulatory authorities (Council for Electronic Media, Communications Regulation Commission), in the reports of professional organizations in the field of media and communications (Association of European Journalists-Bulgaria, Association of Bulgarian Broadcasters (ABBRO), Bulgarian Association of Communication Agencies (BACA), as well as of some Bulgarian and foreign NGOs operating in the country (e.g. The Media Democracy Foundation, Konrad Adenauer Foundation's Media Program for Southeastern Europe). The annual reports of the public broadcasters Bulgarian National Television and Bulgarian National Radio are also a source of data.
Attempts at comprehensive analyses giving an overall picture of the state of the media environment in Bulgaria were made in 2010 and 2011 by several groups of researchers[3]In the following years, the research focused mainly on particular aspects and processes in media and journalism. Друг съществен проблем при събирането на данни за състоянието
на медийната среда в България е липсата на “изчерпателна, систематизирана и
периодично предоставяна информация от първоизточниците - самите медийни
структури и журналистите”.[4]
According to the IREX researchers[5] , the result of the main indicators of the survey points to an unsustainable media environment in which the country achieves to a relatively small extent the goals of free media development, high professionalism of journalists and low activity of the media industry. The study demonstrates that although freedom of speech is protected by Bulgarian laws and the Constitution of the Republic of Bulgaria, journalists do not always adhere to the relevant professional and ethical norms and requirements in their media practice. In terms of professionalism, researchers identify journalistic practices bordering on propaganda, which calls into question the search for the truth based on facts and its presentation to the public - a fundamental goal of the journalistic profession. Often, according to observations, the "infotainment" genre is displacing serious journalism, entering the news and analytical programs. A worrying phenomenon according to the research is related to regional journalism and media, which appear not to be preferred as a way of professional and creative realization.
According to a summary of some preliminary data from the Worlds of Journalism report[6], the final version of which will be published in 2024, it can be concluded that journalism is perceived as a risky profession in Bulgaria (number of journalists in 2016 - 5,800, number of journalists in 2020 - 3,800; average age of journalists - 49.81 in 2021/2022, and in 2016/2017 - 41.74; only 61% of those working in the field receive all their income from their work as journalists). Researchers point to corruption as one of the biggest problems in the media environment in Bulgaria, consisting, according to the survey data, in: the "information service" fee (manipulation in the allocation of public funds for information, advertising, etc. campaigns, including European programmes); commissioned materials (black or white PR); pressure, extortion and threats of dismissal, etc. The decline of ethical standards in the journalistic profession is highlighted as a worrying trend, an observation that is based on the rise in the percentage of journalists who believe that what is ethical for journalists should be a matter of personal judgement - from 24.3% in 2016/2017 their share has risen to 32.3% in the 2021/2022 survey, which is a form of moral relativism. Regarding the key value for democratic journalism - freedom of speech, the overwhelming answer of the respondents was that the news media in Bulgaria have "some freedom" (48.8%). The general assessment of the state of journalism and media in Bulgaria according to the survey is currently described with words such as "undignified", "tragic" and even "deplorable".
Even a brief review of the existing research on the issue of interest - the general state of the media environment in Bulgaria - shows both their focus on partial problems in it and the lack of a single media research centre in the country that regularly and consistently conducts the necessary research procedures. The establishment of such a centre, which is the aim of the project, will significantly contribute to giving both researchers and media professionals a clear picture and a good orientation in the media, which is a condition for a well-functioning media environment in the country.
This necessitates bringing together an interdisciplinary team of
researchers to undertake a meta-analysis of the data. The task set by the project team is to create a comprehensive organization for media research in a market environment, their regular conduct, analysis and meta-analysis of the results, as well as reaching conclusions and generalizations that are distinguished by a clear conceptual framework, lead to the accumulation of new knowledge and are useful for all those who are professionally engaged in public communication - journalists, media researchers, educators, communication specialists.
Focus of research in line with the objectives of the National Research Strategy and with societal challenges outlined in it, as well as with regional and European priorities
The scientific research envisaged in this project is in accordance with the National Strategy for the Development of Scientific Research of the Republic of Bulgaria (promulgated in State Gazette, issue 47 of 13.06.2017).
First of all, the regular conduct of research on the current media market (the first such undertaking of its kind in the Republic of Bulgaria) fulfils Specific Objective 5 of the National Strategy: Sustainable restoration of the country's international position in terms of quantity and quality of internationally visible scientific output. On the one hand, obtaining such periodic and detailed data on the media environment in the country will also benefit foreign researchers dealing with media and communication issues in Eastern Europe and the Balkan Peninsula. In this way, it would be possible to gain an overall picture of how media-related processes in Bulgaria are positioned in relation to developments in neighbouring countries, or to specify the areas in which the country lags behind Western countries.
On the other hand, the team's intention to publish the obtained results in Web of Science and Scopus indexed publications is also a part of the goal to increase the visibility of Bulgarian scientific production worldwide.
The project is also in compliance with Specific Objective 6 of the above mentioned strategy: Increase the quantity and quality of scientific research related to issues of regional and national importance. The creation of the database foreseen in the project is an activity of national importance as it will cover all media within the country. It will undoubtedly be of benefit to media and communication researchers from all universities and research institutes in the Republic of Bulgaria. The conducted monitoring will identify the risks and threats facing the media in Bulgaria and the publications of the research team will be in a position to provide workable solutions to overcome these challenges. In this way, the project team hopes to help improve the media environment in the country.
Last but not least, the project activities are also in line with the implementation of Specific Objective 10: Significantly intensify the links of science with education, business, government and society, by disseminating the results of scientific production.
The implementation of the studies planned in the project is also in accordance with Art. 1 of the Research Promotion Act (RPA) of the Republic of Bulgaria. The creation of new scientific knowledge in such a hitherto understudied field is a goal that extends even beyond this project, as the team has the ambition to develop the Media Research Centre after the project is completed. Taking into account the role of the media as a fourth estate in a democratic society, the project's aim to contribute to the resolution of key issues and challenges facing the media environment is in fact of relevance to the society as a whole, not only to media researchers or practitioners working in the field.
The research team has the potential and capacity, both academically, technically and materially, to continue research in this topical and important area of public communications even after the end of the project.
The project is also in line with REGULATION (EU) No 1291/2013 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of 11 December 2013 establishing Horizon 2020, the framework programme for research and innovation (2014-2020) and repealing Decision No 1982/2006/EC, the legal basis of the European Horizon 2020 programme, offering the opportunity to deepen the link between science and society. Through the Implementation and Dissemination Plan included in point 6 of the project proposal, the team hopes to be able to strengthen " the public trust in science by fostering informed engagement of citizens and civil society on research and innovation issues".[7]
[1] For the purposes of this project, and to avoid inaccurate usage, the team adopts the following definition of the term "media environment": it includes all actors and objects in the field of media - print media, electronic media, online media, journalists, media experts, copywriters, PR experts, academic researchers, audiences, and the relationships between them. (MCLUHAN, Marshall. Understanding Media: The Extensions of Man. Gingko Press: USA, 2003.; SCOLARI, Carlos. On the Evolution of Media. Understanding Media Change. New York: Routledge, 2023. WIMMER, Roger D., Joseph R. DOMINICK. Mass Media Research. An Introduction. 3rd ed. California, USA, 1991.)
[2] Research by IREX (2017), an international support organization for journalists and media organizations, and “the Worlds of Journalism Project, an internationally representative study of the state of journalism around the world (2023)
[3] FILEVA, Petranka i dr. Zhurnalisticheski profesii. Statut i dinamika v Balgariya. Sofiya: Izd. SU “Sv. Kliment Ohridski”, 2010.; FILEVA, Petranka i dr. Zhurnalisticheski profesii. Statut i dinamika v Balgariya 2011. Sofiya: Izd. SU “Sv. Kliment Ohridski”, 2011.; FILEVA, Petranka. Defekti na balgarskiya medien pazar v tri epizoda. V: Mediite v Balgariya: 25 godini po-kasno: natsionalna nauchno prakticheska konferentsiya. Sofiya: NBU, 2015, str. 126-136.; MITEVA, Nadezhda. Zhurnalistikata v Balgariya. Sastoyanie riskove i vazmozhnosti (2000-2020). V: Kam mediyno upravlenie, osnovano na znanieto. Metodat Mediadelkom. Sast. Petra Shavay. Tartu-Budapeshta: 2023.; PAVLOVA, Iliana. Profesiya zhurnalist: 21 vek. Veliko Tarnovo: Faber, 2016.; PESHEVA, Margarita, Liliya RAYCHEVA, Milko PETROV (Sast.). Radiosredata 2001-2010. V. Tarnovo: Faber, 2011. VALCHANOV, Ivan. Digitalna zhurnalistika: profesionalni transforamatsii v; konvergentna mediyna sreda. Sofiya: Avangard Prima, 2019.; PESHEVA, Margarita, Liliya RAYCHEVA, Milko PETROV (Sast.). Televizionnata sreda 2001-2010. V. Tarnovo: Faber, 2011. ; POPOVA, Mariya. Auditoriya i zhurnalistika: sotsialni i komunikatsionni promeni v povedenieto na auditoriyata i vidovete zhurnalistika. Sofiya: Universitetsko izdatelstvo “Sv. Kliment Ohridski”, 2023. RAYCHEVA, Liliya. Sastoyanie i perspektivi pred savremennata mediyna ekosistema. V: Mediite v Balgariya: 25 godini po-kasno: natsionalna nauchno prakticheska konferentsiya. Sofiya: NBU, 2015, str. 91-99.
[4] MITEVA, Nadezhda. Zhurnalistikata v Balgariya. Sastoyanie riskove i vazmozhnosti (2000-2020). V: Kam mediyno upravlenie, osnovano na znanieto. Metodat Mediadelkom. Sast. Petra Shavay. Tartu-Budapeshta: 2023.
[5] Research by IREX (2017), an international support organization for journalists and media organizations
[6] . “the Worlds of Journalism Project, an internationally representative study of the state of journalism around the world (2023)
[7] РЕГЛАМЕНТ (ЕС) № 1291/2013 НА ЕВРОПЕЙСКИЯ ПАРЛАМЕНТ И
НА СЪВЕТА от 11 декември 2013 година за установяване на „Хоризонт 2020“ —
рамкова програма за научни изследвания и иновации (2014—2020 г.) и за отмяна на
Решение № 1982/2006/EO, Приложение 1 - Наука и общество.