21st Century Media and Communications

7-16

Authors: Ivo Indjov

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.

22-27

Authors: Stefan Sezerliev

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.

34-40

Authors: Yordan Karapenchev

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.

49-56

Authors: Weronika Świerczyńska-Głownia

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).

66-71

Authors: Vladimir Mitev

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.

75-76

Authors: Editorial board

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