Postmodernism Problems https://pmpjournal.org/index.php/pmp <p>Postmodernism Problems Journal is an international, high quality, peer reviewed open access journal which publishes academic research on our modern society, also known as society of knowledge, postmodern society, postinformation society or mediatized society.</p> Academic seminar "Media and Education", Department of Sociology, South-West University, Blagoevgrad, Bulgaria. en-US Postmodernism Problems 1314-3700 Digital Communication, and Social Transformation https://pmpjournal.org/index.php/pmp/article/view/360 <p>This thematic issue generally might be entitled "Digital communication, and social transformation". The articles are short, and the idea is that they show trends, and register processes in the communication field, in the communication process, and in society.<br>In Sofia in one of his lectures, Louis Bassat said: "The changes are so many and deep that they are not evolutionary, they are revolutionary". We tried to register some of them by gathering the opinions of young researchers and established scientists, to outline some of these processes<br>and to see the changes that have already occurred as a result. These articles register a small part of the numerous dynamic changes that are already part of the communication field and in our society as a whole today.</p> Teodora Petrova Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 283 284 10.46324/PMP2303283 Media Culture - Between Technology and Communication https://pmpjournal.org/index.php/pmp/article/view/361 <p>Media culture is a major challenge for media and communication studies. Without media culture, there can be no understanding of media reality, just as there can be no orientation in a media society consisting of a complex interdependence of media, culture, technology, and communication. It is a categorical self-identification of the contemporary media person in the conditions of dynamic media transformation and an important condition for presence and interaction in the media environment of the information society. This article examines some theoretical approaches to media culture and argues that the debate about culture should be a discussion about media development. It concludes that there is no culture outside the media or media communication, and the responsibility for media culture now also lies with the audience.</p> Simeon Vassilev Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 285 293 10.46324/PMP2303285 Deepfakes, Seeing is Believing? https://pmpjournal.org/index.php/pmp/article/view/362 <p>Artificial intelligence has burst into our lives and today it is a constant in our routines. Initially, it represented a great advance in everything that until now limited the human being. It also seems to have a series of risks that we are only beginning to be aware of. One of the technologies derived from AI is that of deepfakes, words that arise as an acronym when combining Deep, coming from how these intelligences learn, through deeplearning, and fake, whose translation would be false or falsification. It is a technology widely used in audiovisuals, both for cinema, television, or other types of videos, with variable results. However, the use of pornography of celebrities without their consent, or the deliberate interest in misinforming, at critical moments, are some of the problems faced by the use of this technology. Something that seems to reach a critical point when it comes to news since the presenters usually enjoy greater credibility&nbsp;for&nbsp;the&nbsp;viewer. Throughout this work, we will try to approach the use of artificial intelligence on television as well as Deepfakes, their uses, and&nbsp;risks.</p> Claudia López Frías Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 294 306 10.46324/PMP2303294 Revolutionizing Education: The Transformative Power of AI Technologies in PR https://pmpjournal.org/index.php/pmp/article/view/363 <p>In the coming years, Artificial Intelligence (AI) is set to make a profound impact on higher education, particularly within the field of Public Relations (PR). This surge in the adoption of AI technologies in academia is fuelled by compelling factors. AI is on the verge of transforming PR practices, elevating the efficiency and effectiveness of communication strategies. The data-driven prowess of AI equips PR professionals with enhanced capabilities to understand and engage with target audiences, tailor messages with precision, automate routine tasks, such as content creation, social media management, and data analysis, and liberate practitioners from administrative burdens. As educational institutions increasingly recognize the value of AI in PR, investments in its implementation are expected, heralding a paradigm shift in higher education communication and stakeholder engagement. The current article aims to delve into the European framework for AI applications in education, present the landscape of existing technology tools used in the communication area, and review recent publications describing the benefits and possible drawbacks of using generative AI technologies in the sphere of teaching.</p> Manuela Toteva Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 307 320 10.46324/PMP2303307 Exploration of Effective Methodologies for Web Personalization https://pmpjournal.org/index.php/pmp/article/view/364 <p>In the dynamic landscape of online interactions, the exploration of effective methodologies for web personalization emerges as a critical step in the digital marketing strategy of a brand. As users navigate through an increasingly vast digital realm, the ability to tailor online experiences becomes pivotal for engaging and retaining diverse audiences. This study delves into the multifaceted realm of web personalization, aiming to understand methodologies that prove efficacious in crafting tailored digital experiences. Key considerations include the strategic deployment of technology, the role of data analytics, and the implementation of a buyer persona to better analyze user behavior. By evaluating diverse approaches, this exploration seeks to unravel best practices that resonate with customers, foster heightened user engagement, and contribute to the evolving landscape of personalized online experiences. Ultimately, this research aims to provide insights that empower businesses and digital platforms to navigate the complexities of web personalization successfully.</p> Elena K. Slavkova Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 321 331 10.46324/PMP2303321 New Content Formats in Digital Communications https://pmpjournal.org/index.php/pmp/article/view/365 <p>The emergence of new media channels goes hand in hand with the advent of new content formats and their subsequent rise in popularity. The digital era brings forth numerous new formats, with short video content currently emerging as the winner in terms of interaction, popularity, and return on investment (ROI) for content creators. This analysis examines a combination of psychological, lifestyle, and practical factors to explain why online users find this type of content so appealing and why the number of content creators joining this trend is increasing in the coming years. Social media with short video formats is studied from the perspectives of attachment theory and the socio-technical approach, which are useful in revealing the psychological motivators for online users actively seeking this type of content. Scientific literature about subjective feelings of engagement provides guidance on the fragmented workday and the usefulness of short-format content to fill small breaks in a busy day. From a practical standpoint, considering recent statistics on mobile usage, short-format content, especially vertical video, is faster, easier, and cheaper to create. At the same time, it is highly appealing, easy to distribute, and convenient to consume on smartphones without rotating the screen.</p> Kaloyan R. Ganev Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 332 340 10.46324/PMP2303332 Political Marketing & Advertising with the Use of Traditional and New Audio-Visual Media Services https://pmpjournal.org/index.php/pmp/article/view/366 <p>The current research focuses on the use of audiovisual media services in the political scene and tries to explore the political marketing and advertising concepts on which these media/services are based. As a holistic approach, this research explores the citizen-voter as well as the politician concerning political advertising and audiovisual media/services. It separates the audiovisual media into traditional and new ones. So, primarily, this research empirically investigates the politicians’ profiles (high-ranked politicians, parliament, and regional ones) to determine the type and use of audiovisual media in terms of political information, statements, communication, and advertising. Moreover, it establishes the citizen/voter’s profile in terms of political information, political advertising, and communication received from politicians and political parties. Finally, it is a study with the same conceptual dimensions between the politician and the citizen/voter to establish the basis for creating a conceptual framework-tool of their typology that will contribute to a holistic view of political marketing and political advertising through the use of traditional and new audiovisual media. Findings about politicians show relationships between audiovisual media reliability and political statement actions. The success of political advertising has multiple positive effects, as well as political communication via audiovisual services also plays an important role. Furthermore, models were created concerning the use of audiovisual media services for political statements and the impact of audiovisual media services on the intention to vote. In addition, the results from the politicians indicate several differences regarding the characteristics of the politicians and their profile as a user of audiovisual media services in political advertising. Findings about voters show that the reliability of audiovisual media services is a very important factor for political information.</p> Athanasios Gkounas Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 341 357 10.46324/PMP2303341 Educational Paradigms of Communication of the 21st Century: Educational Challenges for the Specialists of the Future https://pmpjournal.org/index.php/pmp/article/view/367 <p>Language has always been the most powerful and versatile means of communication. Then the pictures painted in caves by primitive people gave us much more detail about their lives and their habits. If we move through time the ability to represent and communicate in others' language has been enriched. We have moved to moving images and transmitted images. Since its inception, cinema has become a global entertainment. Unlike television, cinema has always introduced audiences into a virtual space. Cinema creates emotions with an extraordinary power to polarize audiences. Each of us has at least one film to which we owe this involvement, for example, mine was "<em>Blade Runner." Blade Runner is a 1982 science fiction film directed by Ridley Scott, </em>Metaverse The metaverse is a new adventure that we have thanks to a huge amount of hardware and software technologies; for example, VR, AI, and AR have generated ever larger and more detailed spaces, think of the movie Matrix. The Metaverse is Ali Baba's new cave: all the riches are there, but you need the magic word. We are now on the threshold of a new transition. The Metaverse is a space populated by many suitors, none of whom have the dowry to claim the princess as their bride. I belong to one group of suitors. Looking back to some visionary writers we have a shining example of the metaverse: Alice's Adventures in Wonderland. The book was published before the invention of cinema. Alice in Wonderland is a "metaverse" described by Luis Carrol, a famous Oxford scientist. Alice goes in and out of a paradoxical world, a world populated by characters who do not follow the natural rules to which we are accustomed. Language, however, is still the most versatile, and that is where we must start if we are to understand the new paradigms of communication.</p> Ferdinando Cabrini Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 358 364 10.46324/PMP2303358 Engagement of Local Government in Bulgaria with Air Pollution: The Role of Media and Civil Society in Sofia https://pmpjournal.org/index.php/pmp/article/view/368 <p>Air pollution communication and engagement are vital on the road to solving this environmental and health problem. Three main groups tend to engage in it and communicate with citizens: civil society/non-governmental organizations (NGOs), media, and governments. This paper studies how these actors interact in the Bulgarian capital Sofia, as research on air pollution engagement on a city level in Eastern Europe is very limited. This article finds that a “bottom-up” model worked in air pollution engagement in Sofia. Civil society initiatives spark conversations with their actions and can create narratives for the media to cover. When the media started to cover the issue, more and more citizens became aware of it. Thus, pressure is put on local governments to also engage on the topic, with it being the last stakeholder to do so.</p> Mila Cherneva Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 365 383 10.46324/PMP2303365 Digital and Social Transformation- Technology, Innovation and Framework in Education https://pmpjournal.org/index.php/pmp/article/view/369 <p>Technology has already transformed higher education worldwide, content in media from radio and TV and audiovisual content in streaming digital platforms on the internet. If we talk about the Age of industrialisation in past centuries now we live in fast developing Age of Information where computers are talking to one another, humans are talking to computers and humans are talking to humans through computers. The important point in the Information Age is access to information and access to content. In the time being we might be able to say that we live in the Age of Google and the upcoming Age of AI. In<em> education t</em>echnology can help students and teachers to enlarge their potential to access educational processes, personalized forms of learning, online teaching, and learning opportunities which we could see during the&nbsp;COVID-19 pandemic. Digital platforms widen the possibilities for the internationalization of higher education through access to open science and open data in digital platforms, new opportunities for international research, and collaboration of sciences.</p> Teodora Petrova Copyright (c) 2023 Academic seminar "Media and Education", Department of Sociology, South-West University https://creativecommons.org/licenses/by-nc-nd/4.0/ 2023-12-05 2023-12-05 13 3 384 393 10.46324/PMP2303384