Verfügbarkeit: Imidžăt na Balkanite

Imidžăt na Balkanite: istoričeski podchodi i komunikacionni perspektivi

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Bibliographische Detailangaben
Format:	Buch
Sprache:	Bulgarian
Veröffentlicht:	Sofija Sofijski Univ. "Sveti Kliment Ochridski", Fak. po Žurnalstika i Masova Komunikacija 2008
Ausgabe:	1. izd.
Schlagworte:	Kommunikationsstrategie Balkanbild Image Südosteuropa Konferenzschrift > 2006 > Sofia
Online-Zugang:	Inhaltsverzeichnis Abstract
Beschreibung:	In kyrill. Schr., bulg. - Zsfassung in engl. Sprache
Beschreibung:	486 S.

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Datensatz im Suchindex

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adam_text	Толерантност и конструктивен диалог — Приветствие на г-жа Екатерина Виткова, заместник-министьр на образованието .....................13 Широта и разнообразие на темите — Приветствие на проф. д-р Георги Бакалов, заместник-ректор на Софийския университет Св. Климент Охридски ......................15 Развитие на регионални мрежи в Югоизточна Европа — Приветствие на г-жа Румяна Митрева, главен секретар на Националната комисия за ЮНЕСКО на Република България......................... 16 Полуостров на надеждата — Приветствие на проф. дин Василка Тъпкова-Заимова, заместник-председател на Международната асоциация за проучване на Югоизточна Европа .....................18 С перспективи за бъдещето — Нели Бенова-Димитрова, председател на Българското дружество за връзки с обществеността ..............20 Образът на Балканите: от барутен погреб към люлка на европейската цивилизация — предговор от доц. д-р Минга Златева ................22 Част I. Феноменът имидж: балкански измерения Външни въздействия върху ваенето на балканските образи — проф. дфн Пенка Караиванова ....................................29 Имиджът на България като динамичен комуникационен микс — проф. дфн Минчо Драганов, Институт по социология на БАН ..........36 Балканите — кръстопътни образи и идентичности — гл. ас. д-р Дияна Петкова, Софийски университет Св. Климент Охридски ............43 България и евроинтеграцията: някои размисли за управлението на имиджа — проф. д-р доктор хонорис кауза Роланд Буркрат, Виенски университет, Австрия .............................................49 Балканите — сложният комуникационен пъзел за Европа — доц, д-р Минка Златева, Софийски университет Св, Климент Охридски ............. 56 Обърнатият мит за Европа — д-р Вяра Ганчева, Институт по социология на БАН ............................................63 Част II. Исторически подходи Европа като продължение на Балканския полуостров — проф. дин Филип Панайотов, Софийски университет Св, Климент Охридски ..........71 Тракийското културно наследство и медиите — проф — дин Иван Маразов, Нов български университет ..............................76 Имиджът на Балканите в ренесансовата култура — д-р Пенка Данова, Институт по балканистика на БАН. .................................87 6 Второто българско царство в контекста на европейската политика (XII-XIV век) — проф. д-р Георги Бакалов, Софийски университет Св. Климент Охридски ..........................................96 Византия и другите: гледни точки — проф. дин Василка Тыжова-Заимова, Институт по балканистика на БАН ................ 102 Балканският стереотип: рецепция и съпротиви във възрожденския печат — доц. д-р Десислава Лилова, Югозападен университет Неофит Рилски .................................... 108 Историческият облик на Балканите — между предубежденията от миналото и надеждите за бъдещето — доц. д-р Искра Баева, Софийски университет Св. Климент Охридски .................... 115 Визията за Балканите през погледа на чуждестранните военни кореспонденти (1912-1918) — доц. д-р Димитър Зафиров, Научен център за българска национална стратегия ................ 120 Владимир Сис и книгата му Нов Балкан (1921-1924) — Анка Златева, Институт по история на БАН ......................... 126 Вестник Балкан на Димо Казасов (1936) — Росица Иванова, Софийски университет Св. Климент Охридски .................... 135 Балканизъм и богословие в стереотипното мислене за Югоизточна Европа — Лиана Гълъбова, Център по наукознание и история на науката — БАН ..................................... 14^ Превъзмогване на отрицателния образ на Балканите — Емилия-Боряна Славкова, Софийски университет Св. Климент Охридски .......... 148 Част III. Съвременни проекции За образите на балканския национализъм — доц, д-р Вихрен Бузов, Великотърновски университет Св. св. Кирил и Методий ............ Τ 55 Социални репрезентации на циганите в балканските страни — ст.н.с. II ст. д-р Велина Топалова, Институт по социология на БАН ..... 161 История за войни или войната за историята (Българският национален съюз и ВМРО) — д-р Николета Еленкова, Софийски университет Св. Климент Охридски .................... 67 Имиджът на балканските държави: турската перспектива — доц, д-р Айдемир Окай, Истанбулски университет, Турция .......... ! 4 Поглед към България от Босфора — Гергана Маринова, Софийски университет Св. Климент Охридски . .............■..... 8Ö Глобализация и субрегионални идентичности — проф, д-р Любиша Митрович, Университет в Ниш, Сърбия ............................ ιν Образът на Балканите сред латвийските студенти — д-р Маргарита Путнина-федюкова, Страдинс Университет в Рига, Латвия ........... IVÔ Национални идентичности на балкански страни сред турски студенти — доц. д-р Сера Гьорпе и гл. ас. д-р Кандан Челик, Истанбулскибуниверситет, Турция ................................ Текущата ситуация в България като фактор за неадекватен имидж — Силвия Тодорова, Софийски университет Св. Климент Охридски ... ¿io 7 1 ЛМедийни интерпретации Игра с образи — доц, д-р Мария Нейкова, Софийски университет Св. Климент Охридски .........................................225 България през погледа на Guardian — Дияна Стоева, Софийски университет Св, Климент Охридски ....................231 Дефиниране на другия като ирационален: западните медии за войната в Югославия — д-р Ерик Лоу и д-р Зала Волчич, Университет в Куинсланд, Австралия ..............................234 Имиджът на Балканите в гръцката преса — доц. д-р Теса Дулкери и д-р Теодора Маниоу, Университет Аристотел в Солун, Гърция ,.. , 249 Рефлексии на Балканите и балканския имидж в турската преса — доц. д-р Айла Окай, Истанбулски университет, Турция ..............257 Върхът на кризата в Албания (1997) и балканските медии — фактори на интерпретацията — Гентиана Хаджияхя, Елбасански университет, Албания ................................264 Гръцката преса за присъединяването на Турция към Европейския съюз — д-р Йорданис Коджавазоглу и Георгиос Цакмакис, Университетб Аристотел в Солун, Гърция .........................269 Синдроми на негативизъм в българския медиен образ — доц, д-р Луливера Кръстева, Софийски университет Св. Климент Охридски .........................................277 (Де)конструирането на другия : съвременни връзки с обществеността и сторически аспекти — Мишел Шьонбергер, Университет в Уайкато, Нова Зенландия ...........................285 Ролята на медиите във въоръжения конфликт през 2001 в Македония (FYROM) — проф. д-р Петре Георгиевски и Снежана Трпевска, Университет Св. св. Кирил и Методий , Скопие, Македония (FYROM)..................................... 292 Медийни интерпретации за Балканите в гръцката преса (2004-2005) — Наталия Маева, Софийски университет Св. Климент Охридски .....302 Българският политик — с лице към Балканите — Марина Кирова, Софийски университет Св, Климент Охридски ....................306 Антиамериканизмът и общественото мнение в Гърция по време на войната в Ирак 2003 г. — Анна Елизабет Цакона, Университет в Кембридж, Великобритания .....................................312 Част V. Интеркултурен контекст Балканите се нуждаят от единно културно пространство — Константинос Ангелоу, Софийски университет Св, Климент Охридски ........... 323 Образът на Балканите и България в Испания: интеркултурен контекст — Весела Колева, Софийски университет Св, Климент Охридски ..... 329 Имиджът на балканското изкуство в медиите — Ейрини Пападаки и Ифигения Милона, Технологичен институт по образованието на Западна Македония, Гърция .............................................. 334 8 Балкански автори в литературни сайтове на региона — Мария Попова, Софийски университет Св. Климент Охридски .........,...........341 Негативни въздействия на рекламата: балкански синдроми — Александър Христов, Софийски университет Св. Климент Охридски ...........348 Виртуалната памет за Балканите — Жана Петрова, Софийски университет Св. Климент Охридски .........................................358 Позитивните Балкани — образ (не)възможен? — Юлия Крусашка, Софийски университет Св. Климент Охридски ..................,. 363 Футболните съперничества на Балканите: комуникационни измерения — Ивайло Стоименов, Софийски университет Св. Климент Охридски . ... 369 VI. Комуникационни преспективи Нива на националния имидж — Зорница Драганова, Софийски университет Св. Климент Охридски .............................381 Homo balkanicus или имиджът на подценената другост — Елица Димова, експерт по връзки с обществеността .....................385 Комуникационни преспективи за Балканите при изграждане на икономика на знанието ~ Драгомир Цанев, Софийски университет Св. Климент Охридски .....................390 Нова Централна Европа : политико-икономическа комуникация на югоизтока — Ненад Илич, Белградски университет, Сърбия ..........397 Комуникационни аспекти на военната сигурност — д-р Мария Дойчинова, ПР специалст в Генералния щаб на Българската армия ............. 400 Регионалната сигурност като комуникационна стратегия — Веролюб Петронич, Белградски университет, Сърбия ........................409 Имиджът като мениджмънт на корпоративната репутация — Десислава Пенкова, Софийски университет Св. Климент Охридски ...........413 Ролята на глобализираните медии за разбирателство на балканските народи и държави — Зоран Арацки, вестник Вечерне новости , Сърбия .............................. 419 Промяна на визията на Балканите чрез ПР на културния туризъм — доц, д-р Соня Алексиева, Нов български университет и Софийски унверситет Св. Климент Охридски .....................4Ä Възможности на публичната дипломация за нов имидж на Балканите — Ирена Лазарова, Софийски университет Св. Климент Охридски .....430 434 Резюмета на докладите на английски език ......................... чич Авторите ........................................................ Приложения Програма на Деветата международна научна конференция на тема Имиджът на Балканите: исторически подходи и комуникационни преспективи на български и на английски език ..................... Резюме на сборника на английски език ........................... Image of the Balkans: Historical Approaches and Communication Perspectives Ed. by Minka Zlateva Tolerance and Constructive Dialogue — Greeting of the conference by Vice Minister of Education Ms. Ekaterina Vítkova ................... 13 Broadness and Variety of the Topics — greeting from the Vice Rector of Sofia University St. Kliment Ohridski Prof, Dr. Georgi Bakalov......... 15 Development of Regional Networks in Southeastern Europe — greeting from Ms. Roumjana Mitreva, general secretary of the National Commission of Republic Bulgaria for UNESCO ...........,............ 16 Peninsula of the Hope— greeting from Prof. Dsc. Vassilka Tapkova-Zaimova, Vice President of the International Association for Research in South Eastern Europe ................................ 18 Perspectives for the Future — greeting from Nely Benova-Dimitrova, Chairman of the Bulgarian Public Relations Society ..............,.....20 The Image of the Balkans: from Powder Barrel to Craddle of the European Civilization — preface, Assoc. Prof. Dr. Minka Zlateva .....22 Part I. The Phenomenon of Image Exterior Influences on the Molding of Balkan Images — Prof. DSc, Penka Karaivanova, FJMC of Sofia University ...............................29 The Image of Bulgaria as a Dynamic Communication Mix — Prof. DSc. Mincho Draganov, Institute for Sociology, Bulgarian Academy of Sciences ....................................36 The Balkans: Cross-road Images and Identities — Assis. Prof. Dr. Diana Petkova, UNESCO Chair, FJMC of Sofia University .....................43 Bulgaria and the European Integration; Some Thoughts on Image Management — Prof. Dr., Doctor Honoris Causa of Sofia University Roland Burkait, Institute of Publicity and Communication Sciences of Vienna University (Austria) ........................,..............49 The Balkans — the Complex Communication Puzzle for Europe — Assoc. Prof. Dr, Minka Zlateva, UNESCO Chair, FJMC of Sofia University .........56 The Balkans and the Reversed Myth of Europe — Dr. Vyara Gancheva, Institute of Sociology of Bulgarian Academy of Sciences ...............63 Part II. Historical Approaches Europe as a Continuation of the Balkan Peninsula — Prof, DSc. Fillip Panayotov, FJMC of Sofia University ...................................71 10__________________________________________________________ The Thracian Culture Heritage and the Media — Prof. DSc. Ivan Marazov, New Bulgarian University .............................................76 The Image of the Balkans in the Renaissance Culture — Dr. Penka Danova, Institute for Balkan Studies at the Bulgarian Academy of Sciences .........87 The Second Bulgarian Kingdom in the Context of European politics (XII-XIV centuries) — Prof. Dr. Georgy Bakalov, Vice Rector of Sofia University ......96 Byzantium and the Others : Points of View— Prof. Dr. Vassilka Tapkova-Zaimova, Institute for Balkan Studies at the Bulgarian Academy of Sciences ...............................102 The Balkan Stereotype: Reception and Resistance in the Bulgarian Renaissance Press — Assoc. Prof. Dr. Dessislava Ulova, Southwest University Neophit Rilski ....................................................108 The Historical Image of the Balkans: Between the Prejudices from the Past and the Hopes for the Future — Assoc. Prof. Dr. Iskra Baeva, Historical Faculty of Sofia University ...................................115 The Balkans in the Points of View of the Foreign Military Correspondents (1912-1918) - Assoc. Prof. Dr. Dimitar Zafirov, Scientific Center for Bulgarian National Strategy ......................................120 Czech Publicist and Journalist Vladimir Sis and his Book New Balkan (1921-1924) - Anka Zlateva, Institute of History, Bulgarian Academy of Sciences ..........................................................126 Balkan Newspaper by Dimo Kazasov (1936) - Rosltsa Ivanova, Sofia University .......................................................... I35 Balkanlsm and Theology in the Stereotypical Thinking of South Eastern Europe - Dr. Liana Galabova, Center for History of Knowledge at the Bulgarian Academy of Sciences .............................................. I43 The Task of Overcoming the Established Negative Image of the Balkans — Dr. Emllia-Boryana Slavkova, Faculty of Classical and New Philologies of Sofia University ................................ 148 Part III. Modern Projections Images of Balkan Nationalism - Assoc, Prof, Dr, Vlhren Buzov, University of Veliko Tarnovo St. St, Cyril and Methodius ........................... löb Social Representations of the Gypsies in the Balkan Countries - Assoc, Prof. Dr. Velina Topalova, Institute of Sociology of the Bulgarian Academy of Sciences .............................................. (Hi)stories About Wars or the War for the History - Nlkoleta Elenkova, UNESCO Chair of FJMC ............................................. lõ/ The Image of the Balkan Countries: The Turkish Perspectives — Assoc, Prof, Dr. Aydemir Okay, Istanbul University (Turkey) ............... /4 A Look at Bulgaria from the Bosporus — Gergana Marlnova, Sofia University ..................................................... öö Globalozatlon and Subregional Identities - Prof. Dr. Ljubisa Mitrovic, University of Nish (Serbia) ............................................ Iyu Image of the Balkans among Latvian Students — Margarita Putnina- Fedjukova, Riga Stradins University (Latvia) .,..........................196 Balkan National Identities among Turkish Students — Assoc. Prof. Dr. Serra Gorpe and Dr. Candan Cellk, Istanbul University (Turkey) ................203 The Current Situation in Bulgaria as a Factor of not Exactly Image — Silvia Todorova, Sofia University ...........................................218 Part IV. Media Representations Playing with Images — Assoc. Prof. Dr. Maria Neikova, FJMC of Sofia University .....................................................225 Seeing Bulgaria through the View of Guardian — Diana Stoeva, Sofia University ..........................................................231 Defining the Other as Irrational : The Western Interests and Prejudices Informed Media Constructions of the Yugoslav War — Eric Louw and Zala Volcic, University of Queensland (Australia) ............................234 The Image of the Balkans In the Greek Press — Assoc. Prof. Dr, Tessa Dulkeri and Theodora Mániou, University Aristotle of Thessaloniki (Greece) .....249 Reflections of the Balkans and the Balkan Image in the Turkish Press — Dr. Ayla Okay, Faculty of Communication of the Istanbul University (Turkey) ..........257 The High Crisis In Albania (1997) and the Balkan Media - Interpreter Factors — Gentiana Hadzijaha, University of Elbasan (Albania) ....................264 The Projection in the Greek Press of the Beginning of the Accession Talks between Turkey and the EU — lordanls Kotzalvazoglou and Georglos Tsakmakls, Aristotle University of Thessaloniki (Greece) ...................269 Negativism Syndromes in Bulgarian Media Image — Assoc, Prof. Dr. Lulivera Krasteva, FJMC of Sofia University ....................................277 (Deconstructing the Other : Contemporary Public Relations and Historical Aspects — Michele Schoenberger-Orgad, Walkato Management School, University of Walkato (New Zealand) .................................285 The Contradictory Role of Media in Informing the Audiences about the Armed Conflict in Republic of Macedonia (FYROM) in 2001 — Prof. Dr, Petre Georgievski, University of Skopje and Snezana Trpevska, Coordinator of Program Department, Broadcasting Council of Republic of Macedonia (FYROM). ,., 292 Media Interpretation of the Balkans in the Greek Press (2004-2005) - Natalia Maeva, Sofia University ......................................302 The Bulgarian Politician Facing the Balkans — Marina Kiróva, Sofia University .....................................................306 Antlamerlcanism and Opinion Makers in Greece during the War on Iraq (2003) — Anna Elisabeth Tsakona, University of Cambridge (United Kingdom). .,. 312 Part V. Intercultural Context Balkans Need a Common Cultural Space — Konstantinos Angelou (Greece), FJMC of Sofia University .............................................323 The Image of Bulgaria and the Balkans in Spain: intercultural context — 12_____________________________________________________ Vessela Koleva, UNESCO Chair of FJMC ..............................329 The Image of Balkan Art in Media — Eirini Papadaki and Ifigenia Mylona, (Greece) .........................................................334 Balkan Authors in Literature Web Sites of the Region — Assist. Prof. Dr, Maria Popova, FJMC of Sofia University .....................................341 Negative Influences of The Advertisement: Balkan Syndromes — Alexander Christov, UNESCO Chair, FJMC of Sofia University. ......................348 The Virtual Memory of the Balkans — Zhana Petrova, FJMC of Sofia University .............................................358 Positive Balkans: Image (lm)possible? — Yulia Krusashka, UNESCO Chair, FJMC of Sofia University .............................................363 Football Rivalries on the Balkans: Communication Dimensions — Ivailo Stoimenov, UNESCO Chair, FJMC of Sofia University ....................369 Part VI. Communication Perspectives Levels of National Image — Zornitza Draganova, Sofia University .......381 Homo Balkanicus or the Image of the Underappreciated Otherness — Elitsa Dimova, PR expert ..............................385 Communication Perspectives for the Balkans in Establishing of a Knowledge-Based Economy — Dragomir Tzanev, UNESCO Chair, FJMC of Sofia University ..........................................390 New Central Europa — Political and Economic Communication in South East of Europe — Nenad Hie, University of Belgrade (Serbia and Montenegro) .........................................97 Communication Aspects of Military Security — Maria Dolchinova, UNESCO Chair, FJMC ............................................400 Regional Security as Communication Strategy — Verolub Petronic, Faculty of Defense, University of Belgrade (Serbia) ...................409 The Image as Corporate Reputation Management — Dessislava Penkova, UNESCO Chair, FJMC ............................................413 The Role of the Globalized Media for the Understanding of the Balkan Countries — Zoran Arazki, journalist In the newspaper Vecherne novosti (Serbia) ........................................................419 Change of the Vision for the Balkans by Cultural Tourism PR — Assoc. Prof. Dr. Sonya Alexieva, New Bulgarian University and FJMC of Sofia University .... 425 Public Diplomacy Approaches for a New Image of the Balkans — Irena Lazarova, UNESCO Chair of FJMC .................................430 Abstracts of the papers ..........................................434 Authors ........................................................456 Apendix Program of the Ninth International Conference The Image of the Balkans: Historical Approaches and Communication Perspectives in Bulgarian and English ...............472 Abstract of the book collection in English ........................... 486 434 Exterior Influences on the Molding of Balkan Images Penka Karaivanova The research is dedicated to the impact of different foreign (non-Balkan) powers over the making of the images of the peninsula during different historical periods: the cruelties of the Ottoman domination, the Russian protection of the Christian population on the Balkans, the British imperialism of imagination , the American victimization as a motif for demonizing the Serbs and especially Slobodan Miloshevich. During the ages the images of the Great Powers usually have been accepted as silhouettes of the evil because the fate of the Balkan states has been subordinated to their geopolitical inter¬ ests. The article also follows the spread of the concept balkanization in the theory of inter¬ national relations and its modern applications in far away regions in Africa, the South Pacific, Latin America, etc. Though slowly, during the last decade the old images of balkanization change con¬ stantly to good neighbourhood ones, to multy-ethniclty, ambitious efforts to develop closer to EU principles and practices. The research tries to formulate all kinds of chang¬ es in the Balkans under the civilizing influence of the EU and the ways mass media cover them. Key words: image, Balkans, Great Powers, balkanization, multy-ethniclty, mass media coverage The Image of Bulgaria as a Dynamic Communication Mix Minch0 Draganov Following a brief account on the development of the issue of the image of Bulgaria during the last two decades, the terms historicai image and situation image are introduced, as the differences between them are discussed. Two key cases for describing the influ¬ ence on the ¡mage of Bulgaria are analyzed - those of Francois Voltaire and George Bernard Shaw. The development of the situation images and the role of public relations for their elaboration are outlined. Conclusions about the influence on the image of a given country by specific circles in the leading nations are proposed. 435 The Balkans: Cross-road Images and Identities Diana Petkova The main thesis of this paper is that national image is a social-psychological construct which includes the self-image of the national community and the ¡mages that other nationalities hold of it. In combining the methods of social constructivism and the dis¬ course approach the paper discusses a concrete model of national ¡mages and identities in South East Europe as a multifaceted construct stored in collective memory and articu¬ lated in self-narratives. There are three main popular discourses in the Balkans. The first one depicts the nation as a victim of history, politics or destiny. The second one stigmatizes the national Others and especially neighbours. And the third one promotes the idea of Europe as an anti¬ pode of all that is considered Balkan . Key words: Balkans, Identity, self-image, crossroad image, South East Europe Bulgaria and the European Integration: Some Thoughts on Image Management Roland Burkart Image is a kind of picture in one s mind. A picture for an object, a person, an organization, a product, an idea, an event, or also a country or nation. PR can be considered as an mage management tool - also for countries and nations. This paper develops structural success factors of such an ¡mage management. The author uses a kind of metaphor - called Image-Tree . From this point of view ¡mage-management is comparable to the situ¬ ation when you take care for a plant in the right way - then it will develop successfully. Key words: ¡mage, public relations, journalism, new value, transparency The Balkans - the Complex Communication Puzzle for Europe Minka ziateva The paper put an accent on the three Worlds of national image by Boulding: the World of folklore knowledge, the World of literary images and the World of scientific knowledge. The lack institutional culture, the policy of the Great Powers and the interdependent-of the fortunes of Balkan nations are the main reasons forthe negative image of e region. The author makes two specific proposals for reglona cooperation among pubhc com¬ munications specialists: creating of Balkan Association ЊР^Њ^маШ Balkan net of chairs for communications and public relations BALKANCOM asa branch of World net of UNESCO chairs on communications and public relations ORBICOM (www.orbicom.uqam.ca). „ . . .. _ Key words: communication, regional cooperation, national image, Balkan Association for Public Relations, BALKANCOM 436_ _____________________________________________________________________ The Balkans: The Reversed Myth for Europe Vyara Gancheva The article researches the factors for constructing the ¡mage of the Balkans as a reversed myth for Europe. This myth has two sides: as a positive myth for progress and modernization, and as a negative myth for the backwardness of the countries from the region. The Balkans is analyzed as a place where the positive and negative myths are fused, as a prejudice with which the European media reads and the public opinion describes the Balkan situation. The paper pays attention to the Balkan non-subjectivity and negativism and their dependency from the idealization and over-subjectivity of Europe. The article searches for an answer how the Balkan inferiority complex can be overcome and how to turn around the reversed myth in order to reconstruct the equiva¬ lence and achieve sustainability in the relations between the Balkans and Europe. Key words: mega-myths, context, power discourse, ¡mage, Balkans Europe as a Continuation of the Balkan Peninsula Filip Panayotov The starting point of the report is the expression of the famous Bulgarian journalist and culture science expert Petar Uvaliev that Europe is just an extension of the Balkan Peninsular , to continue with a historical review of the events in the region which lead to the establishing of the powder barrel clichee in the media and than - in the politics. The accent is put on the historical injustices for the nations on the Balkans and on their opti¬ mistic future in the frames of the united European family. Key words: Balkans, powder barrel , survey of Carnegie foundation (1912-1913), European Union Thracian Cultural Heritage and the Media Ivan Marazov The Heritage left by ancient Thracians dates back to the 2nd millennia ВС. It is fre¬ quently described as a Civilization of Gold because the precious metals were the main material for producing artefacts. A lot of gold and silver items found in the mounds and treasures constitute the most attractive part of the exhibition organized abroad during the last 40 years. This kind of cultural diplomacy is very prospective for advertising Bulgaria and its culture across the world. The role played by the media in this process id important and needs respect and responsibility. The media should clarify not only the importance of this heritage but also to propagate Bulgarian archaeology and Thracology. Key words: Thracology, heritage, media, identity, Barbarians The Image of the Balkans in the Renaissance Culture , „ ,a Penka Danova In this report, various approaches with which the western person from the Renaissance 437 r„„u yXIV-XVI Century) starts describing the lands and peoples populating the Balkan Peninsula are discussed. sts the Balkans are a cradle of the classical antiquity and a matter h , ■ ■„ ■.— J e Greek lan9uage, literature and monuments. This approach in the future W.II raise the myth of the Lost Paradise» as well as the baroque Arcadia- The civil humanists create a new image of the Ottoman Empire. By analogy with the Roman Empire (territory, war victories, centralized power etc.) the Turks became the New Romans . Most of these ideas are speculative, but reveal a positive adjustment towards the Balkan area, with no connection with the idea for a Crusade against the infidel or with the medi¬ aeval concept about the Turkish Yoke as a just God s punishment for the schismatics. Key words: Italian Renaissance, humanists, image of the Ottoman Empire, imagology The Second Bulgarian Kingdom in the Context of European Politics _ ... . ■ Georgi Bakalov The state of Bulgaria is an indivisible part of the European culture and political area since mid-9th century. During the first half of 13th century, the Bulgarian Kingdom is the undis- putable hegemony in the European Southeast. The establishing of the Latin Empire in 1204 increases the interest of the West towards the Balkan region, which in its turn determines the increased interest towards Bulgaria. As different from 9th century, during 1 3th century the contacts are oriented to the political and economical sphere. The union signed by Tsar Kaloyan and Pope Innocent III is predominantly motivated by political motives - the recognition of the sovereignty of Bulgaria. During the reign of Kings Yoan Asen II (1218-1241) and Yoan Alexander (1331-1371) Bulgaria enjoys intensive relations with Dubrovnik, Genoa, Pisa, and the Papal State. Key words: Second Bulgarian Kingdom, Fourth Crusade, Tsar Kaloyan, Tsar Yoan Asen II, Avignon as capital of the Papal State Byzantium and the Others: Points of View VasllkaTăpkova-Zaimova η the beginning, the author dwells upon the relations between Byzantium and the bar¬ barians in the early Middle Ages. This period was marked by systematic barbaric incursions into imperial territory. The extant sources, however, only reflect the Byzantine point of view of those events whereas the barbarians , being illiterate, have not left behind any written accounts. The author then moves on to consider the sources dating from the era of the Crusades. In this connection, she analyzes the mutual perceptions of the Byzantines and their Balkan neighbors as well as some other nations. The different points of view have found reflection in both the literature and the works of art of that time period. Finally, there are the late medieval migrations that resulted in the formation of diasporas. The sources of that era bear reference to a system of ambivalent attitudes, which com¬ bine innovation and traditionalism In thinking of the Other. Key words: Image of the Other; barbarians; nomads; civilization; Byzantium. 438 The Balkan Stereotype: Adoption and Resistance in the Bulgarian Renaissance Dessislava Lilová The paper analyzes the perceptions of the Balkan stereotype in the Bulgarian press during the last decades of the Ottoman rule (1850-1878). The stereotype was created in the Western imagination as a regional image and did not discern the different ethnic groups populating the Balkans. It was a negative image focused on the backwardness of the region and its transfer to the Bulgarian public sphere resulted in development of barbarian complex. However the more important question is why the stereotype failed to simultaneously develop a sense of regional solidarity. The paper examines the attempts of the intelligentsia to construct a positive ¡mage of the Balkans by experi¬ menting with different names of the region. The analysis searches for the reasons that caused the ultimate failure of those alternative projects. Key words: national identity, ethnic and regional stereotypes, Balkan image, cultural transfer, Ottoman Empire Historical Image of the Balkans - between Prejudices of the Past and Hopes for the Future lskraBaeva The image of the Balkans as region of contradictions, wars and wild nationalism is a legacy of 19th century. It was bom through the long crisis of the Ottoman Empire, which provoked the involvement of the Great Powers in the Balkans, in their policy Austrian Empire, Russian Empire, France, Great Britain, Germany, succeeded to oppose young Christian Balkan countries Serbia, Greece, Bulgaria, Romania against Ottoman Empire, but also against each other. This outside intervention made the Balkans area of conflicts and powder magazine of Europe. The Balkans provided the occasion for the First World War; the postwar period gave birth of a new political con¬ ception - balkanization, which means fragmentarization of political space. The chance for imposing a new image of the Balkans gave only the events of 11th September 2001, which started the global anti-terrorist war. This new war drew away attention from the Balkan peninsular and the Balkan states began to overcome their contradic¬ tions. Key words: Balkanization, fragmentarization, nationalism, conflicts, great powers The Balkans in the Points of View of the foreign military correspondents (1912-1913) Dimiter Zafírov The report is a try by the author in a brief way and in the context of the Balkans wars to clear out the process of learning and understanding the development of the Bulgarian battle practice in the eve of the World War I by the European factors. From the report became clear the positive opinion of the foreign experts about the 439 .____________._________________________9 Bulgarian army, which through its brilliant successes on the battlefield became the author of the modernism in the military art and strategies. Key words: Balkans; Vision; Bulgarian army; Balkan wars; military correspondents; image Czech Publicist and Journalist Vladimir Sis and His Book New Balkan (1921-1924) л , , v AnkaZlateva The paper follows the efforts of the Czech publicist Vladimir Sis for the creation of a new image of the Balkans - the so called Powder arsenal of Europe after World War One. Based upon unpublished documents and his articles in the Bulgarian and Czech press which reveal his activity as a member of number of creative fellowships to promote the new spirit of mutual understanding and Slavic cooperation which had to lead to Europeization of the Balkan peoples ¡n all fields of life. A special attention is being paid to the unknown by the Bulgarian society book of Sis New Balkan from 1921/1924 - still untranslated and unpublished in Bulgaria in which the paramount theme is the necessity of a reasonable geo-political balance, disarmament, climate of good neigbourhood and Slavic unity. Key words: reasonable geo-political balance, good neigbourhoood, multilateral coop¬ eration, Europeization of communications, Slavic unity, Vladimir Sis Balkan - Newspaper by Dimo Kazasov (1936) Rositsa lvanova Balkan newspaper had only 21 editions for a very short period of time (09.05.1936- 24.10.1936), but even though the newspaper succeeded to provoke wide-spread interest in the reading public. The reason for that is mainly due to the professional manner it had been editing. The periodical had a variety of rubrics. On its pages readers could easily find information about political, economic or social problems, happening in the country or around the world - that makes possible to see what the image of the Balkan Peninsula was at that time. When reading through the pages of Balkan newspaper, it is not diffi¬ cult to see the analytical approach of the authors. The political information is cleverly combined with funny stories and caricatures. The newspaper Balkan even tickles ne curiosity of the housewife, because she is given the opportunity to read cultural articles or summaries for theatrical performances. Keywords: image, Balkans, news, modernization, politics, Dimo Kazasov Balkanism and Theology in the Stereotypical Thinking of South Eastern Europe ^ ^ Neglecting cultural importance of Balkan local space and identity as meto of east- west cultural dialogue had been creating stereotypical ^ Europe for centuries. Steadiness of such construct of EuropeanJl to misuse of disguised theological concepts and ^ ^ Balkan cultural interrelations as conflicts and clashing them 440_________________________________________________________________ the outer eye. To invent contra-stereotypes intellectuals from insider s perspective or an objective inward view from outside turn to different concepts rooted as back in history as possible. Still to increase democratization in order to achieve global European commu¬ nity specialist should firstly and mainly identify on time the hierarchical mentality tradi¬ tionally shaping problematic side of Balkan identity and embarrassing mutual communi¬ cation. Key words: Balkanism, Theology, Eurasianism, Historlcism, Globality The Task of Overcoming the Established Negative Image of the Balkans Emilia-Boriana Slavkova The image of the Balkans as a powder barrel was formed under the influence of inter- Balkan and external power factors mainly by the end of 19th century and in the first half of the 20th century. The negative development during the post-socialist period and coercive approach of USA, NATO and even EC keep stimulating Balkan s atomization and confrontation. The negative ¡mage could be overcome by a full scale catch up development , by mod¬ ernization of the government structures and by steady conservation of cultural and ethni¬ cal identities. EU initiatives to activate economic processes in South-East Europe are not adequate and are carried out sluggishly. There is a definite need of stable activities to neutralize mafia structures. It is necessary to achieve understanding on inter-Balkan and bilateral levels for a real work to neutralize aggressive Balkan factors. Key words: Balkan image; external force factors; partitioning; influence spheres; mod¬ ern development; cultural and ethnical identity On the Images of Balkan Nationalism Vihren Buzov The contradictory image of the Balkan nationalism in the Western mass media is consi¬ dered in the paper. There are some serious differences between the accepted Western nationalism and the Balkan nationalism; the last is presented as an aggressive and ret¬ rospective attitude. In the paper is proposed a rejection of the traditional type of the Balkan nationalism - the adoption of the Western pattern of nationalist behavior is an alternative. Key words: nationalism, image, construction of image, manipulation, communication Social Representation of Gypsies in the Balkan Countries Velina Topalova Analysis of data from a cross-cultural comparative project is presented, concerning the cultural differences in social representations of Gypsies in Europe with a special interest in the participating Balkan countries. Different components of the social representation S^SHSSSSSS pitean tinter-cultural differences in the social representationof GypsiesIn le parS ing Balkan countries we found a greater social visibility of Gyps?es and more neS butaleo more ambivalent attitudes in comparison with the Wester/ . ^S^í repre8entetlòns ethníc PNudices, stereotypes, Gypsies/Roma peo- [Hi]stories about Wars or the War for the History (Bulgarian National Alliance and Internal Macedonian Revolutionary Organization) Nickoletta Elenkova In Bulgaria there are two main nationalistic organizations: Bulgarian National Alliance and Internal Macedonian Revolutionary Organization The article submits to discussion a comparative analysis how this Organizations use the history in their internal and external communications. Interpretations of the official symbols (with their specific historical bur¬ den) as well as the election slogans from the political season 42005 serve as backup for this thesis. The article emphasizes on the differences between attitudes of two Organizations to the pivotal periods from the new Bulgarian history as the wars from the end of XIX century and the beginning of XX century. The analysis grounds on the follow¬ ing criterions: inclusion /exclusion, victimization /culpability, memorabilia /celebration. The article analyses the striking use of pre-historic symbols in the communication prac¬ tices of BNA as well as the Nazi-symbols. In this connection the article propounds the hypothesis that using of remotest past have in political communication has a powerful manipulation potential. The article analyses actions and commemorations, organized from formations, as classical sites of memory (in terms of Pierre Nora). Key words: nationalism, history, communication, symbols, elections The Image of Balkan Countries: the Turkish Perspective Aydemir Okay One of the factors underlying a country s interest in another, can be defined as a relation of neighborhood or degree of kinship to that country. Therefore, European people are more interested in the progresses within their continent rather than those in South America. Regarding this hypothesis, Turkey is expected to be more involved in the Balkans or what is up in the Balkans, because it is a Balkan country and is neighboring to those countries. In this research, the Balkan images of students of Public Relations Department at Communication Faculty at Istanbul and Akdeniz have been searched and the acquired data has been evaluated by SPSS. Key words: Balkans, image, country image, the ¡mage of Balkan countries, ¡mage res¬ toration. 442___________________________________________________ A look at Bulgaria from the Bosporus Gergana Marinova The paper has for its purpose to pose the question about the image of Bulgaria, built in the Turkish society, for the connection between Bulgaria and Turkey today, from the perspective of the everyday life. The focus is on Turkey, as the author has lived there and can say that knows the Turkish society and its traditions. We, Bulgarians, cannot set aside our negative attitude towards the Turkish society. We are like a globe full of prejudice, which prevents us from looking at Turkey from another angle - not as the heir of the Ottoman Empire, but as a young and independent Republic. However, from the Bosporus the notions are different. After the fall of the totalitarian regime in Bulgaria, the Turkish people do not relate Bulgaria to the bad and hostile attitude any more. In the modern, rapidly developing world, our country is building a good ¡mage and prerequisites for more mutual work between the two countries are created. Key words: image, culture, identity, society, religion, prejudice Globalization and Subregional Identities Lyubisha Mitrovich The author especially analyzes contradictions and peculiarities of the regional subglo- balization of the Balkans illustrating it with numerous indicators and pointing out criti¬ cally to the devastating consequences of the process of cloned dependent moderniza¬ tion that has brought about peripherization of economy and societies of the Balkan countries. The author puts an emphasis upon the necessity of the region s EU integra¬ tion since it is the necessary prerequisite of its pacification, democratic transition and development. Key words: new technologies, globalization, identities, Balkans Iage of the Balkans among Latvian Students Margarita Putnica According to educational philosophers the world s educational system endures a cri¬ sis. On the one hand, the system cannot provide the people with the level of knowl¬ edge and quality of skills required by the information age and its net society. Another way of thinking is required. On the other hand, dehumanization of education under the pressure of industrial technocracy and market utilitarism has determined disappear¬ ance of the main goal of education - the development of human s personality that, consequently, has dehumanized all social institutions. The destructive ¡mage of the Balkans could be one of the samples characterizing mass-media as a creator of rather one-sided impression of social phenomena. The best ideas of cross-cultural communication: cooperation, coexistence, tolerance, empathy, dialogue, creative self-expression, compassion and eternal love, could form the basis of the new educa¬ tional paradigm. Key words: communication, cognition, knowledge, mass-media, Balkans image 443 Balkan National Identities among Turkish Students Serra Gorpe and Candan Celik The proposed study looks at how the present youth generation Bulgarian and Turkish university students are informed about each other, what are the sources of that informa¬ tion, how each country and the Bulgarian and Turkish person is perceived by (self perception and others perception) and stereotypes about one another. The survey method will be used. A self-administrative questionnaire consisting of dimen¬ sions such as demographics of students, image of a country, stereotypes, sources of information, credibility of these information, personal evaluation and other s evaluation and also detailed questions with respect to European Union will be an important part of the study. The study will also explore how perceptions are formed and what are the means to alter/modify perceptions. Key words: national identity, streotypes, country image, perception management, mar¬ keting of a country The Current Situation in Bulgaria as a Factor of not Exactly Image J σ Silvia Todorova The situation is an indirect factor, which influences over the image positively, negatively or neutrally. The crises situations are common phenomenon in Bulgaria and have nega¬ tive influence on the image of the country. But a crisis is not a normal condition. The current situation in Bulgaria before the appointment of the date for membership in European Union is an indirect factor that creates to a certain degree situatomi image. This ¡mage reflects the social reality, but it is not exactly adequate for the nature of Bulgarian identity. Key words: EU, membership, current situation, indirect factor, adequate image. Playing with Images . JO о /viaria Neykova The paper examines the discourse construction of the ¡mage of Bulgar ¡а ЬУДп and Key words: external and internal image; social-criminal image and sport-culinary-resort image; fragmentation 444______________________________________________________________________ Seeing Bulgaria through the view of Guardian Diana Stoeva Geographically, Bulgaria belongs to the Balkans, and consequently, It shares the nega¬ tive image of the region. But, on the other hand, one speaks with a great certainty about Bulgaria s future membership in the EU, and this makes us stand next to the European countries. So, while we are separated from the potential trouble-maker countries (like Turkey and Ukraine, for example), for the EL) member-states we are tacitly on the list with the problematic ones. In Guardian, there were neither purely critical, nor positive materials about Bulgaria. Nowadays, our country is a no man s land and this is a perfect moment for building up our positive identity and showing it to the entire World. Key words: identity, impersonality, self-confidence, EU, Balkans Defining the Other as Irrational: the Western Media Construction of the Yugoslav War Eric Louw and Zala Volcic The mental construction called the West (and Europe within) has historically built its identity and its sense of self in opposition to the Other : to Asia, to the East (to barbar¬ ians, to the primitive, to Communism...). As for the Balkans - throughout history, the Balkans continue to be at the same time geographically part of Europe, yet culturally constructed as the Other , a darker side of Europe. This paper will attempt to explore the historical reasons behind the Western represen¬ tations of the Balkans that portray the region as barbarous and uncivilized. Ultimately, the authors suggest, when journalists report on the Balkans they are effectively meas¬ uring the region against a particular vision of the world. This vision of the world has its roots in American Wilsonian-liberallsm and it presents a worldview that exerts a power¬ ful influence on how they see the world and what sort of question they ask. Using some examples from Western media coverage of the former Yugoslav wars in particular, the paper shows how the direction of debate in Washington determines the global news. Key words: Wilsonian-liberalism, Western media, Balkans, former Yugoslav wars, the Other The Image of Balkans in the Greek Press Tessa Doulkeri and Theodora Mániou The rise of the new media technologies and the passing of the Cold War era bring into question the media and foreign policy making. Newspapers in Greece remain an impor¬ tant source of information for the public. Issues concerning the Balkans, generally, Р ау a significant role for the Greek press, while the nineties turned out to be a crucial decade for all media around the Balkans. In this perspective, this paper aims to show the image 445 of Balkans, ¡η general, that the public has formed through the Greek press The research is based both on quantitative (content analysis) and on qualitative analysis of the find¬ ings. Key words: ¡mage, Balkans, Greek newspapers, content analysis, qualitative analysis Reflections of Balkans and the Balkan Image in the Turkish Press Ayla Okay The paper is based on a research made on three Turkish newspapers - Hurriyet, Milliyet and Radikal, and three news web portals - Haber 7, Haber X and CNN Turk. There are 470 publications reviewed and classified, initially depending on the source. 60% of them are dealing with Greece, followed by Bulgaria and Croatia. In 44.7% of the publication, the edition do not specify the source of information. 46.2% of the publications are gene¬ ral news, 37% - political news, 6.4% - economic news, 6% - sport news, 3.2 - lifestyle news, and 0.6% - culture news. Main object of the news are the political conflicts and the visits of official persons. Key words: Balkans, image of the Balkans, newspapers, information portals, Greece, Bulgaria The High Crisis of Albania (1997) and the Balkan Media: Interpreter Factor x Gentiana Haxhijahja One of the important matters in this material is concentrated in the events happened in the south of Albania in 1997 while the critical processes of the transition and the market reached in the summit - and the Albanian ¡mage influenced by the Greece media - the factors and the various consequences by their media. In Greece, three public positions started to get apart, after which three institutional groups used to stay: the official state politics [Póngalos]; government representatives bound with the professionals of the official organs [Xohaxopulos]; the media play their own role in the ¡mage created during these situation in Albania. Media has appeared as two different public forces. On one side, media is a space, which presents the social positions and the different social forces On the other side, media is a factor which has its own interests and plays an individual influencing role one the pub- lie opinion, one the politic, economic cultural-physiological situation during the events in 1997 in Albania. ... Key words: Albania, the crisis from 1997, Balkan media, interpreter factor, public opi¬ nion 446______________________________________________________________________ The Projection of the Beginning of the Accession Talks between Turkey and the European Union in the Greek Press lordanis Kotzaivazoglou and GeorgiosTsakmakis This paper examines how the prospect of Turkish accession in the EU was presented in the Greek press when the initiation of accession talks was approved on 3 October 2005. It begins by comparing polls showing Greek public opinion to be averse to this prospect and attempts to present the causes. It also cites the official Greek positions, which were positive with reservations. The paper focuses on the coverage of the issue by Greece s four large national daily newspapers. It finds that the newspapers studied projected the issue extensively, usually with reservations relating to Turkey s integration into the EU, and that there were no significant differences between the newspapers that supported the government and those that supported the opposition. Key words: Turkish accession, EU, Greek Press The Negativism Syndromes in Bulgaria Media Image Lulivera Krusteva The paper studies the specific manifestations of the practices for building a negative image of the Balkans in the media. The results of the concrete content analysis of 2387 empirical units from 7 Bulgarian dailies covering a one-year period (May 2005 - May 2006) reveal the region - and nation-specific media phenomenon of creating a negative image of the Balkans as the backyard of Europe . The axiological approach is used to systematize the major thematic domains and build a journalistic hierarchy of values. The paper focuses on the media direct and indirect messages, techniques and practices, suggestive clichus, stereotypes, prejudices and complexes, and tries to find answers to the following major questions: How do we write about our neighbours and how do they write about us? How do the others (the journalists from outside the Balkans) write about us? How do we write about ourselves? The analysis makes it possible to deduce three major syndromes of the they-we antinomy and the lack of PR strategies. Key words: Balkan, Bulgarian, negative image, media stereotypes (Deconstructing the Other : Contemporary Public Relations and Historical Aspects Michèle Schoenberger-Orgad This paper examines NATO s Kosovo intervention as a key moment in both Balkan and European history. It positions it as central to NATO s survival and argues that the inter¬ vention was hugely influenced by public relations in strategy and execution. NATO s public relations strategy was to construct the bombing campaign as a natural interna¬ tional reaction to the political, social and demonic forces of the Balkans, and by doing so reinforced the perception that the inhabitants do not care to the standards of behaviour ÍKi·88 ormbvet ЬУ and for the civilized world (Todorova, 1997, p. 3) Throuah а enteai d.scourse analysis of the NATO press conferences, this paper argues Sato ľn,M ■ ľ natľrallS,e humanitarian boding and claim the moral high ground in Ta que lonab e mternational intervention and reaffirm the otherness of the Balkans while at the same time, securing its own position for the future. Key words: NATO, Kosovo, strategy, discourse The Contradictory Role of the Media in the Armed Conflict in Macedonia (FYROM) in 2001 Petre Georgievski and Snezana Trpevska Globalization, as a contradictory process, also means globalization of the mass media, communication and information. Regardless whether the media are domicile or globaliz¬ ing, their role in informing about events of key and geo-strategic importance Is contradic¬ tory: the closer certain media are to the structures of power, the more biased and more unobjective they are, and vice versa. n the report, to be presented at the Conference, analysis of the media information about this event by the domicile and the foreign media will be made on three interconnected levels: denotative, connotative and ideological. On top of this, were presented the results of other, already existing analyses, conducted using the content analysis method. The authors believe that the exit point for more objective information, among other, is: the citizens and the critically oriented intellectuals should mobilize and demand from the domicile and the globalizing media to respect the truth, which can be only one, without price or its equivalent. Only the quest for truth legitimizes the information and the more objective image about the Balkans and Macedonia (FYROM). Key words: armed conflict in 2001, selection of information, contradictory role of media, ideological-ethnical reporting, manipulative information Media Interpretations of the Balkans in the Greek Press (2004-2005) Natalia Maeva The Balkans has always been the symbol of ambiguity. The representation of the south¬ eastern corner of the continent in the Greek dailies Kathimerini and To Vima is usually reduced to the strange mixture of geographic names. The media images can be pre¬ sented through the metaphors of entry and exit. According to its metaphorical status, the Balkans can be divided into two major sub-groups. The first group is a watershed area , while the second group is the geographic construct Eurasia, which naturaiiy incorporates the Balkans as a region. The quantity study of language units used in the Greek dailies Kathimerini and Vima between 1 January 2004 and 1 January 2005 categorically confirms the pejorative meaning of the term Balkans . Key words: theory of geopositioning, media representation, Kathimerini, To Vima, Eurasia 448_____________________ The Bulgarian Politician: Facing The Balkans Marina Kiróva The Balkans are known as unpredictable and unstable region. Cleaning their ¡mage depends on the Balkans themselves, of each separate country and its politicians. How does the press show the relations between Bulgaria and the region and what is the image of our politicians created in the newspapers? We will see this through a survey of the Trud, Duma and Democracy Newspapers for the period March - April 2001 and March - April 2005. Over the years, Bulgaria has intensified its economic and political cooperation in the Balkans. However, the politicians image stays negative. The image of our politicians has to be freed from the Balkan syndrome stigma, which will have a positive effect on the image of the whole region. Key words: Bulgarian Politician, Political Image, Press, Balkans, United Europe Anti- Americanism and Public Opinion in Greece during the War on Iraq (2003) Anna Elisabeth Tsakona The focus of this paper is anti-Americanism among Greek opinion makers in the case of the war on Iraq, which the US and its allies started on March 2003. In particular it describes the way Greek political leaders reacted to the war on Iraq and the way these reactions could be linked to anti-Americanism. It argues that Greek politicians became carriers of an anti-American discourse either consciously or unconsciously. By fiercely criticising the war or the Americans themselves Greek MPs contributed to the already existing anti-American sentiment in Greece. Nationalism and frustration from past American indifference all added to the development of an anti-American feeling that by 2003 had developed into a free-circulating but well structured set of ideas with strong elements of conspiracy theories. Key words: anti-Americanism, opinion makers, discourse, nationalism, conspiracy theo¬ ries Balkans needs a common cultural space Konstantionos Angelou The thesis of this research is to point out the need to promote the development of cross- border cooperation among Balkan countries and create common cultural spaces to the larger integration process. Key words: respect cultural heritage, commons similarities, multilateral cooperation, constructive and good-willed approach, promote good neighbourliness _____________________________________________________________________449 The Image of Bulgaria and the Balkans in National and Cross-Cultural Context Vesela Koleva The issue has the purpose to present the main tendencies in the perception of contem¬ porary image of Bulgaria and Balkan countries from the occidental culture. The context overview is based on the gradual knowledge of the Balkans, on the interest to his diver¬ sity of ethnic and original traditions and to the cross-cultural communication in business sphere. In details are analyzed the impressions of the west European people in the pro¬ cess of corporate communication. There are communicative perspectives for even if slow positive change in the whole concept of the image of Balkan countries. Such a direction has a special importance for Bulgaria on the brink of the its incorporation to the developed European democracies. Key words: cross-cultural communicator!, image, business communications, marketing, sign systems. Images of Balkan Art in the Media Eirini Papadaki and Ifigeneia Mylona The political and cultural reformations in the area during the last years have influenced cultural production in various ways, one of which is the exit of many artists, while foreign mass media are very attracted to the area. Many TV programs and articles dedicated to Balkan art conclude to similar estimations for a melancholic art, with elements of bitterness and aggressiveness, an art that reflects °r comments on war and misery. The value of the work is equalled to its relation with the specific area, the conditions of its creation and secondly with its aesthetic In the specific case study, the works of art that were created in Samothrace island are first interpreted as personal expressions of their creators. In a second reading, they are recognised as social expressions of a cultural area: the country, which they come from and by exten¬ sion the quasi-cultural space of the Balkans. Many of these artworks can be seen as historical or social comments. The third reading might perceive the universal existence of the artwork, the one that underlines its autonomy and name it a work of art: its refer¬ ence to human notions, beyond specific areas and traditions, value. Keywords: Balkans, culture, Samothrace Island, arts, traditions Balkans Authors in Literature Web Sites of the Region Maria Popova The presentation of literature products in Internet is connected with the understanding of ne contemporary culture intermediality - a combination between media characteristics and art purposes, an approach of the literature works to the characteristics of the Internet Users. The online literature creates an international community, in which the language and ethnical differences are an invitation to communication, to understand the unique- 450__________________________________________________________________ ness, to form mutual cultural fields without fears of the differences, prejudices and resignation. Internet literature presents the localization as a value. The national literature is a sign of cultural dignity, which is developed and is changed through the world social and cultural transformations. Key words: online literature, Internet, globalization, localization Negative Influences of the Advertising: Balkan Syndromes Alexander Christov The paper presents some basic negative influences in Bulgaria, in relation to the cul¬ tural specificity of the Balkan nations, their thinking and life style. The applicability of the ethical and regulative norms in these societies is reviewed, as well as the activities of the advertisers. The attention is drawn to some typical Balkan particularities of the realized shocking, impairing, discrediting and deceptive advertisements. The position is defended, that the cultural particularities and the values in this geo¬ graphical region seriously influence the public attitude to negatively influencing adver¬ tisements, as well as the courage of the advertisers. With this respect, some directions of the development of the advertising, which will limit its negative influences on the soci¬ ety and thus will contribute to the better future of the Balkan nations, are proposed. The analysis is based on the examples of TV and print advertisements realized in Bulgaria between 2003 and 2006, along with a comparison and within the context of the characteristics of the Balkan nations, brought out by authoritative researchers. Key words: advertising, negative influence, ethics, cultural identity, Balkans The Virtual memory for the Balkans Zhana Petrova The research of the personal and the national memory in the online issues of the national public radio stations and televisions in Bulgaria and Macedonia and in personal pages from both countries. The main question is what are the differences between the ¡mage of the Balkans in the personal and in the official speaking. Object of the research are the places of the memory (in the sense of Pier Nora), which are being activated in the daily communications in Internet. Within the boundaries of three months is researched what is retained in the online issues and the personal pages as a mem¬ ory for the Balkans. Key words: Internet, places of memory, Balkans, daily communication, culture The Positive Balkans : An (im)possible Image? Yulia Krusashka The paper reviews some specifics of the negative regional image of the Balkans in the context of the ongoing transitions from totalitarian to democratic government. As a spe¬ cific limitation to the effective management of the transition, the lack of regional organiza- ___________________________________________________________________45/ tion to accept the establishing of the image of the region as its main goal is pointed out. The self-realizing model of distancing from the negative image in a de-Balkanization strategy, contrary to the goal of the European long-term strategy for the image of the region, is also discussed. Key words: image; strategic audiences; Balkans, Bulgaria, efficiency Football Rivalries on the Balkans: Communication Dimensions Ivaylo Stoimenov Nowadays the professional sport is much more than just a game. Regardless of its highly important economic dimensions, it is also an interesting object of research with its communication, cultural, psychological and political aspects. The Balkan countries are not exceptions in that respect. The communist regimes in Bulgaria and Romania and the military conflicts in former Yugoslavia had left their mark on the sport rivalries on both national and international levels. The ideological funda¬ mentals of the fanship to a club or a sportsman are being built year in, year out, deliber¬ ately or as a natural process. They have an impact on the public life in a positive (such as is the uniting of the nation when there are great sport victories) and a negative way (such as the football hooliganism). Keywords: sport, football rivalries, fans, football hooliganism, communist regime, ethnic conflicts Communication Perspectives for the Balkans Associated to the Knowledge-based Economy DragomirTzanev The communication strategy for representation of the prerequisites and activities for development of knowledge-based economy in the view of the Lisbon strategy of EU is an essential part if the image-making of Balkan societies, which, for the first time in their history, share common social and political goals. As different countries ¡mages are strongly connected with stereotypes of the whole region, achieving the common goals would differentiate concepts about individual countries, as well as invite positive evalua¬ tion for the development of the region In the respective target groups. The paper describes the Triple Helix model, representing the knowledge base of the society through examining the interrelation between economy, power relations and edu¬ cational infrastructure. It emphasizes on optimizing of the innovation process through influencing the sharing and using of knowledge through interactions, thus enhancing the role of the endogenous factors of the innovation potential of social systems. It ¡s then related to EU programs supporting entrepreneurship and education, arguing that they Provide the base for establishing of integration interfaces needed to elaborate common political, economical and communication strategies. Key words: knowledge-based economy, innovations, EU Lisbon Strategy, Triple Helix model, integration mechanisms 452_______________________________________________________________________ Levels of the National Image Zomitza Draganova The paper is a review of three principal levels of creating the national image. First of all, the necessity to reform the modern conception of what is image is mentioned. Based on the changes in the perception of the formation and the mechanism of creating the national image, three levels, three layers of image creation are proposed. The first - expressing the idea of the official, formal national image, constructed according to the contemporary political values and norms; the second - motivated by the idea of the nation as a whole of cultural, historical heritage and Intransitive values; and third - related to a modern way of self-presentation, characterized by the art as a form of com¬ munication and by the youth as its generator. Key words: levels of image, formal image, cultural values, art communication, youth Homo Balkanicus or the Image of the Underappreciated Otherness Elitsa Dimova Homo balkanicus is conditionally concept for cultural and political difference in the Balkans. It portend for European changes. Until now, Eastern or Western cultural herit¬ age set at split European nations and reason for bad Balkan image. But the advance of the civilization is uninterrupted historical process in which there is no return back and each nation has equally value. In the global world homo balkanicus is not bad word. Europe rise on the Balkan Peninsular. That is the reason for unique cultural and human environment. Balkan image have to be better and in the professional PR world have to be the first goal. May be that aim go to end if the PR follow corporative principle. One of course of action are to create the Balkan information center for professional advertisement. Key words: Balkans, homo balkanicus, image, civilization, cultural heritage New Central Europe - Political and Economic Communication in South East of Europe Nenad Ilich This paper s intention is to show the new position and functionality of the Balkan and Central European countries in the sphere of globalization, new political and economic relations and Euro-Atlantic integrations. On the basis of the relevant facts a picture of the current movements and further perspectives is given. In the main sphere there are com¬ pletely new communications and influences and expressed interdependence of the countries of this macroregion. Simply, lots of prejudices are present, and the New cen¬ tral Europe shown us where we are, who we are and where we are heading. Key words: position, functionality, perspectives, new communications, interdepend¬ ence, New Central Europa ________________________________________________________ Communication Aspects of Military Security Maria Doichinova The Balkan region is defined as a conflict zone. As a possibility this conception is much more probable than the possibility of creating an integrated regional system for collective security. This approach of public perception of the Balkans determines the general atti¬ tude to them. Instead of the Balkans frequently is used the concept South-East Europe . The popular international statement in the media is that The Balkans is a zone of inse¬ curity as a result of plenty of complex factors. The publicity of the South-East Europe located conflicts created and still supports the negative image of the region. For the first time in the history of the Balkans, there ¡s a joint approach to the regional security through the integration of the countries to the joint security environment of NATO and European Union. Key words: security community, information environment, negative image, former- regional armed forces, state monopoly Regional Security as Communication Strategy Veroljub Petronic Regional security as factor of stability in all relations, is undividable segment which in permanent mutual dependence, encourage, develop and sometimes disturb all aspects of communications on Balkan. It is necessary to make a difference between following facts: - security circumstances; - security development. In Security trough cooperation one should recognize, classify and make closer all inte¬ rests and value which have been represented in Balkans countries. The level of percep¬ tion in direction of development of civil society is most important precondition on Balkan. Key words : security, cooperation, development, value, perception The Image as Corporate Reputations Management Dessislava Penkova The paper offers a parallel between the definition, measurement and first and foremost between the management of the assets, conceived as the invaluable heritage of a coun¬ try and the most valuable for a business organization possessions, using the perspective of the corporate reputation management. ■ he attention is focused on the immutable laws of the corporate reputation as successful business practice and their key role for solving poisoned reputation problems on one nand and ensuring the safety and stability that may be enhanced only by the good name in the long run on the other. 454__________________________________________________________________ The main ambition of the research is to position the role of the professional communica¬ tor and the communicator as a role of the individual socially conscious and most over responsible glocalised person. Key words: identity, ¡mage, reputation, reputation management, shared values, image network The Place of Globalized Media for Understanding of the Balkan Countries Zoran Aracki During the last 15 years, states on the Balkan Peninsula endured a number of huge transformations in all spheres of life, including the media. The paper shows that the changes in the media ownership structure do not contribute to changes of attitudes towards neighbouring countries and nations. Firm relying on old stereotypes is still going on, as Balkan media do not support the regional cooperation efforts and the construction of multicultural societies to the extent expected. Media are predominantly closed in the local boundaries, and when reporting on events in neighbouring countries, they do it with a negative attitude. The main goal of the research is to outline the tasks of the Balkan media in supporting coordination and overcoming boundaries, which, at the same time, is one of the main tasks of the modern globalized humanity. Key words: globalization, privatization, stereotypes, boundaries, Balkan nations, nation¬ al minorities Change of the Vision for the Balkans by Cultural Tourism PR Sonya Alexieva Heritage tourism is a type of tourism based on natural and cultural values in the environ¬ ment that enshrine society s collective memory. Bulgaria s effective integration into the European Union requires that Balkan countries not only have knowledge and under¬ standing of European values, but also that they unite around the main goals in managing their natural and cultural heritage. Effective communication and promotion of heritage are today the basis of those working mechanisms underlying the awareness, training, and qualification that Balkan PR professionals and natives need to be able to profession¬ ally promote and advertise their history and culture. In this sense, public relations ori¬ ented at heritage tourism play an increasing role because of the responsibility they have in changing and establishing the image of the 21st century Balkans. Key words: heritage tourism, public relations, vision, cultural identity, cultural diversity Public Diplomacy Approaches for a New Image of the Balkans \|rena Lazarova Now that the times of war and crisis on the Balkans are finally over and all Balkan nations are facing a common goal of EU membership, there are new perspectives for intercul- _______________________________________________________________ 455 turai dialogue, relations and partnership, based on the exchange of values and knowl¬ edge and also on a better knowledge and respect of otherness. This is a uniqe time in the history of the Balkans that would allow the restructuring of the relations between the Balkan counties; a new phase of self-identification of the ethnic and religious communi¬ ties on the peninsula on the one hand, and a time of their affiliation to the common European cultural values on the other. This report is to take a close look on how through public diplomacy approaches, which combine the efforts of governments, intergovernmental organizations and NGOs, the new image of the Balkans could reach key international audiences by engaging, inform¬ ing and influencing them with respect to Balkan themes and problems. Key words: public diplomacy, intercultural dialogue, international audiences, image building, cultural heritage
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title	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi
title_auth	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi
title_exact_search	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi
title_full	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi săst. i naučen red. Minka Zlateva
title_fullStr	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi săst. i naučen red. Minka Zlateva
title_full_unstemmed	Imidžăt na Balkanite istoričeski podchodi i komunikacionni perspektivi săst. i naučen red. Minka Zlateva
title_short	Imidžăt na Balkanite
title_sort	imidzat na balkanite istoriceski podchodi i komunikacionni perspektivi
title_sub	istoričeski podchodi i komunikacionni perspektivi
topic	Kommunikationsstrategie (DE-588)4201794-4 gnd Balkanbild (DE-588)4558569-6 gnd Image (DE-588)4026574-2 gnd
topic_facet	Kommunikationsstrategie Balkanbild Image Südosteuropa Konferenzschrift 2006 Sofia
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017317461&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017317461&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT zlatevaminkagenceva imidzatnabalkaniteistoriceskipodchodiikomunikacionniperspektivi

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