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Media Literacy Web Challenges During Five Digital Parliamentary Campaigns in Bulgaria (2021–2023)

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Raycheva L., Metanova L., Velinova N., Tomov M.
Media Literacy and Academic Research
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2023
|
vol. 6
|
issue 2
64-78
EN
Since 2021 the Bulgarians had to go to the polls for five national parliamentary votes (one regular - April 4, 2021 and four early – July 11 and November 14, 2021, October 2, 2022, and April 2, 2023). Internet platforms, social media and especially social networks became increasingly popular channels for politicians to communicate with voters. The aim of the study focuses on the media literacy web challenges during the digital Parliamentary pre-election communication between politicians and society. The object is the specifics of the one-month campaigns. The subject refers to the digital election messages of political parties’ leaders presented in their Facebook profiles. The study is interdisciplinary and it uses mixed research methods. The results are indicative for those interested in digital political communication. The structured and analyzed information can be utilized into patterns for policy support for decision makers, academia, media, telecommunications, media literacy experts, general publics and private sector.
2
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Media Literacy Policy for Unknown Media Audiences

64%
Rožukalne A., Skulte I., Avădani I., Lupu C., Oggolder C., Stakle A., Gálik S., Vrabec N., Metanova L., Velinova N.
Media Literacy and Academic Research
|
2023
|
vol. 6
|
issue 2
101-125
EN
Media literacy target audiences are an important part of media policy. Other national media policy objectives, such as quality and responsibility of the mass media, safety, and sustainability of the media environment, are also related to society’s media literacy. Aligning policy measures with the changing challenges of modern media use is not an easy task. Without systematic research, policy makers lack an in-depth understanding of the needs of media users and cannot be accurate in providing support mechanisms. By adopting a mediatization framework, this study seeks to dissect the symbiotic relationship between media and society within a mediatized context, paying particular attention to how media logic intertwines with various social subsystems and influences the trajectory of media policy development, specifically in the realm of media literacy. Drawing upon bibliographic data from the Mediadelcom project and conducting a meticulous content analysis of national media policy documents, we critically evaluate the media literacy policies in Austria, Bulgaria, Latvia, Romania, and Slovakia. The study aims to underscore how an overreliance on media logic and negligence of audience needs thwarts the efficacy of media literacy policies, ultimately hindering their capacity to fulfil their intended objectives. This research endeavours to illuminate these dynamics, providing valuable insights and recommendations for policymakers striving to enhance media literacy and foster a more informed, responsible, and resilient media landscape.
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