Opportunities and Challenges for Higher Education in the Field of Mass Communication in Bulgaria
The article does not attempt to build a holistic conceptual framework for developing education in Bulgaria's public communications field. It is exploratory research, which should serve as a basis for more in-depth elaborations in the near future, which could be a foundation for a long-term strategy for development in the sector. The publication starts with a theoretical review of the field, which is followed by the presented results of 10 in-depth semi-structured expert interviews with leading professionals from the Bulgarian communication practice. An additional asset of the research is that some of the people interviewed have experience as lecturers at higher education institutions, which gives them an overview of the academic field. The overall study outlines some key directions in which education in Bulgaria's public communications field can be updated and improved. Invariably, the experts' responses emphasize the importance of the direct link to practice. Additionally, the significance of developing personal skills is frequently mentioned, with curiosity being the leader in this regard.
Berkowitz, D., & Hristodoulakis, I. (1999). Practitioner roles, public relations education, and professional socialization: An exploratory study. Journal of Public Relations Research, 11(1), 91–103. https://doi.org/10.1207/s1532754xjprr1101_04
Bernays, E. L. (1928). Manipulating public opinion: the why and the how. American Journal of Sociology, 33(6), 958–971.
Coombs, W. T., & Rybacki, K. (1999). Public relations education: Where is pedagogy? Public Relations Review, 25(1), 55–63. https://doi.org/10.1016/S0363-8111(99)80127-1
Lasswell, H. D. (1927). The theory of political propaganda. The American Political Science Review, 21(3), 627–631.
Peicheva, D., & Milenkova, V. (2016). Media education policy in Bulgaria. Journal on Efficiency and Responsibility in Education and Science, 9(1), 7–16. https://doi.org/10.7160/eriesj.2016.090102
Wright, D. K. (2011). History and development of public relations education in North America. Journal of Communication Management, 15(3), 236–255. https://doi.org/10.1108/13632541111151005
Zlateva, M. (2004). Bulgaria. In B. van Ruler & D. Verčič (Eds.), Public Relations and Communication Management in Europe. Mouton de Gruyter.
Аламанов, Л. (2021). КоМ: Инсист #5 - Любомир Аламанов. YouTube. https://youtu.be/_-WfDqTw6PM
Бабанин, В. (2021). КоМ: Инсист #4 - Ваня Бабанин. YouTube. https://youtu.be/Xo9kmOF7yIA
Бехар, М. (2021). КоМ: Инсист #3 - Максим Бехар. YouTube. https://youtu.be/DQKn9--RhFU
Димитрова, К. (2021). КоМ: Инсист #2 - Камелия Димитрова. YouTube. https://youtu.be/mje-_tT0C2k
Дурчев, А. (2021). КоМ: Инсист #7 - Александър Дурчев. YouTube. https://youtu.be/qf5g-ZZNf9c
Киряков, Д. (2021). КоМ: Инсист #1 - Даниел Киряков. YouTube. https://youtu.be/JEtE-6BKdWw
Миленова, М. (2021). КоМ: Инсист #8 - Мила Миленова. YouTube. https://youtu.be/hpXL6HhnMjY
Михайлова, А. (2021). КоМ: Инсист #6 - Адрияна Михайлова. YouTube. https://youtu.be/fC6VSMgomzE
Савова, С. (2021). КоМ: Инсист #10 - Светлана Савова. YouTube. https://youtu.be/-SRbPXoZ68M
Христов, А. (2021). КоМ: Инсист #9 - Александър Христов. YouTube. https://youtu.be/jNSBqk_lTtM
Цветкова, М. (2012). Книгата като медия. Enthusiast.
Copyright (c) 2022 Academic seminar "Media and Education", Department of Sociology, South-West University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.