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Image of the Balkans: Historical Approaches and Communication

Perspectives
Ed. by Minka Zlateva

Contents:
Tolerance and Constructive Dialogue Greeting of the conference
by Vice Minister of Education Ms. Ekaterina Vitkova . . . . . . . . . . . . . . . . . . .
Broadness and Variety of the Topics greeting from the Vice Rector
of Sofia University St. Kliment Ohridski Prof. Dr. Georgi Bakalov . . . . . . . . .
Development of Regional Networks in Southeastern Europe greeting
from Ms. Roumjana Mitreva, general secretary of the National
Commission of Republic Bulgaria for UNESCO . . . . . . . . . . . . . . . . . . . . . . . .
Peninsula of the Hope greeting from Prof. Dsc. Vassilka
Tapkova-Zaimova, Vice President of the International Association
for Research in South Eastern Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Perspectives for the Future greeting from Nely Benova-Dimitrova,
Chairman of the Bulgarian Public Relations Society. . . . . . . . . . . . . . . . . . . .
The Image of the Balkans: from Powder Barrel to Craddle of
the European Civilization preface, Assoc. Prof. Dr. Minka Zlateva. . . . .

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Part I. The Phenomenon of Image

Exterior Influences on the Molding of Balkan Images Prof. DSc. Penka

Karaivanova, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The Image of Bulgaria as a Dynamic Communication Mix
Prof. DSc. Mincho Draganov, Institute for Sociology,
Bulgarian Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The Balkans: Cross-road Images and Identities Assis. Prof. Dr. Diana
Petkova, UNESCO Chair, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . .
Bulgaria and the European Integration: Some Thoughts on Image
Management Prof. Dr., Doctor Honoris Causa of Sofia University
Roland Burkart, Institute of Publicity and Communication Sciences
of Vienna University (Austria) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The Balkans the Complex Communication Puzzle for Europe Assoc.
Prof. Dr. Minka Zlateva, UNESCO Chair, FJMC of Sofia University . . . . . . . . .
The Balkans and the Reversed Myth of Europe Dr. Vyara Gancheva,
Institute of Sociology of Bulgarian Academy of Sciences . . . . . . . . . . . . . . .

Part II. Historical Approaches

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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 Lilova, 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) Rositsa Ivanova, Sofia
University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Balkanism and Theology in the Stereotypical Thinking of South Eastern Europe
Dr. Liana Galabova, Center for History of Knowledge at the Bulgarian
Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
The Task of Overcoming the Established Negative Image of the
Balkans Dr. Emilia-Boryana Slavkova, Faculty of Classical
and New Philologies of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148

Part III. Modern Projections

Images of Balkan Nationalism Assoc. Prof. Dr. Vihren Buzov, University of

Veliko Tarnovo St. St. Cyril and Methodius . . . . . . . . . . . . . . . . . . . . . . . . . . .
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 Nikoleta Elenkova,
UNESCO Chair of FJMC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The Image of the Balkan Countries: The Turkish Perspectives
Assoc. Prof. Dr. Aydemir Okay, Istanbul University (Turkey) . . . . . . . . . . . . . . .
A Look at Bulgaria from the Bosporus Gergana Marinova,
Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Globalozation and Subregional Identities Prof. Dr. Ljubisa Mitrovic,
University of Nish (Serbia). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

155
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Image of the Balkans among Latvian Students Margarita PutninaFedjukova, Riga Stradins University (Latvia) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196
Balkan National Identities among Turkish Students Assoc. Prof. Dr. Serra
Gorpe and Dr. Candan Celik, 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 Maniou, 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 Iordanis Kotzaivazoglou and Georgios
Tsakmakis, Aristotle University of Thessaloniki (Greece). . . . . . . . . . . . . . . . . . . 269
Negativism Syndromes in Bulgarian Media Image Assoc. Prof. Dr. Lulivera
Krasteva, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277
(De)constructing the Other: Contemporary Public Relations and Historical
Aspects Michele Schoenberger-Orgad, Waikato Management School,
University of Waikato (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 Kirova,
Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306
Antiamericanism 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 (Im)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

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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 Ilic, University of Belgrade
(Serbia and Montenegro) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Communication Aspects of Military Security Maria Doichinova,
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Authors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Apendix
Program of the Ninth International Conference
The Image of the Balkans: Historical Approaches and
Communication Perspectives in Bulgarian and English . . . . . . . . . . . . . . .
Abstract of the book collection in English . . . . . . . . . . . . . . . . . . . . . . . . . . .

434
456

472
486

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ALIJEVS, ROMNS (2005) Izgltbas filosofija XXI gadsimtam, Retorika A., Rga.
Alijev, Roman (2005) Philosophy of Education for the XXI Century. Retorika A., Riga.
CASTELLS, MANUEL (2000) Materials for an Exploratory Theory of the Network Society// The
British Journal of Sociology. Volume 51 No.1 January/March, pp.5-25.
DONOVS, PTERIS (Beinsa Duno) (1999) Zintne un audzinana. Solvita, Rga. Donov, Peter
(Beinsa Duno) (1999) Science and Education. Solvita, Riga.
LAIKRAKSTS DIENA. Janvris-marts, 2006.gads
Newspaper Diena. January-March, 2006.
COMBS, ALLAN (2004) Consciousness: Choatic and Strangely Attractorial// Sinergy and
Psychology. No.3 Cognitive Processes (ed. V.I.Arshinov). Kogita-Center, Moscow, pp.49-60.
FREEMAN, WALTER (2004) Brain Dynamics in Perception and Apprehension: Creative Role of
Chaos// Sinergy and Psychology. No.3 Cognitive Processes (ed. V.I.Arshinov). Kogita-Center,
Moscow, pp.13-28.
GYALTSHEN RINPOCHE, KHENPO KONCHOG (1996) Transformation of Suffering. Vajra
Publications, Frederick, Maryland.
HARDY, CHRISTINE (1998) Networks of Meanings. A Bridge between Mind and Matter.
Pralger, UK.
OSGOOD, CHARLES (1961) Method and Theory in Experimental Psychology. Oxford
University Press, NY.
PANO, NICHOLAS (1993) Balkans// The Oxford Companion to Politics of the World (ed.
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246

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247

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Brookings Institution. Washington. D.C.

249

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: Kafetzis, P.(1997) Political Communication, Political intervention and the Crisis

of Politics: The contribution of an Empirical Research in two phases Greek Review of
Political Science, Vol.9, p.170

: Maniou, T. (2005) `Political information and the public of television: The case
of Thessaloniki`, Thessaloniki, , p.137

, -

250

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252

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254

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256

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BERGER, A. (1991) Media Research Techniques, New York, Sage

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Greek).
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KAFETZIS, P. (1997) Political Communication, Political intervention and the Crisis of Politics:
The contribution of an Empirical Research in two phases. Greek Review of Political Science,
Vol.9, p.169 182 (in Greek).
MANIOU, T. (2005) Political information and the public of television: The case of Thessaloniki.
Thessaloniki, unpublished Phd.
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257

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258

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KUNCZIK, MICHAEL (1992). Internationale Public Relations als Forschungsfeld, In: Ist PR
eine Wissenschaft? Eine Einfhrung, (Hrsg.), Horst Avenarius, Wolfgang Armbrecht, Opladen:
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LFFELHOLZ MARTIN, THOMAS HANITSCH (2006). http://tu-ilmenau.de/fakmn/uploads/
media/Journalismus_Vorlesung_pdf, 2 May 2006.

264

265

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266

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Macmillan
, (2006) , :

269

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, . 2005 ., . , I Kathimerini Eleftheros Typos ,
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270

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272

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274

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, 2005 .

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2.

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(Yes to accession from both sides
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277

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278

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, , 77,5%

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Metronanalysis, 15-30 March 2003 :
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, , , 50- 60-
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2003 . ,
. , - ,

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3.8% 10.6% ; Kathimerini, 14.3% 11.6% ; Eleftherotypia, 19.2%
16.7% ; Rizospastis, 2%
1.9% . ( 27.3.2001 2.4.2001 : To Vima tis Kiriakis, 09.04.2001, p. A54).
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,
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. , - , ,

1. , , :

, .2 , , , .3
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, . (...) .
. , , Parliamentary Debates, Session A (27/03/2003), p.
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,
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. ,
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, .4

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..
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, , , :
, , .1 ,

.2
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.3 , : , .
, , .
, . .4
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,
, . , -
, ,
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, , Parliamentary Debates, Session A (27/03/2003), p.
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434

435

Key words: historical image, situation image, construction of the situation image, image
in international relations

Abstracts
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 interests.
The article also follows the spread of the concept balkanization in the theory of international 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 constantly to good neighbourhood ones, to multy-ethnicity, ambitious efforts to develop
closer to EU principles and practices. The research tries to formulate all kinds of changes 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-ethnicity, mass media
coverage

The Image of Bulgaria as a Dynamic

Communication Mix

Mincho Draganov

Following a brief account on the development of the issue of the image of Bulgaria during
the last two decades, the terms historical image and situation image are introduced,
as the differences between them are discussed. Two key cases for describing the influence on the image 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.

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 images that other
nationalities hold of it. In combining the methods of social constructivism and the discourse approach the paper discusses a concrete model of national images and identities
in South East Europe as a multifaceted construct stored in collective memory and articulated 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 antipode 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 ones 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
image management tool also for countries and nations. This paper develops structural
success factors of such an image management. The author uses a kind of metaphor
called Image-Tree. From this point of view image-management is comparable to the situation when you take care for a plant in the right way then it will develop successfully.
Key words: image, public relations, journalism, new value, transparency

The Balkans the Complex Communication

Puzzle for Europe
Minka Zlateva
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 interdependency of
the fortunes of Balkan nations are the main reasons for the negative image of the region.
The author makes two specific proposals for regional cooperation among public communications specialists: creating of Balkan Association for Public Relations and the
Balkan net of chairs for communications and public relations BALKANCOM as a 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 image 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 equivalence and achieve sustainability in the relations between the Balkans and Europe.
Key words: mega-myths, context, power discourse, image, 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 optimistic 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 BC. It is frequently 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
Penka Danova
In this report, various approaches with which the western person from the Renaissance

437

period (XIVXVI Century) starts describing the lands and peoples populating the Balkan
Peninsula are discussed.
For the early Humanists the Balkans are a cradle of the classical antiquity and a matter
of scientific interest to the Greek language, literature and monuments. This approach in
the future will 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 mediaeval concept about the Turkish Yoke as a just Gods 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 undisputable 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
13th 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

Vasilka Tpkova-Zaimova
In the beginning, the author dwells upon the relations between Byzantium and the barbarians 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 combine innovation and traditionalism in thinking of the Other.
Key words: Image of the Other; barbarians; nomads; civilization; Byzantium.

438

439

The Balkan Stereotype: Adoption and

Resistance in the Bulgarian Renaissance
Dessislava Lilova
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 image of the Balkans by experimenting 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

Iskra Baeva

The image of the Balkans as region of contradictions, wars and wild nationalism is a
legacy of 19th century. It was born 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 conception 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 contradictions.
Key words: Balkanization, fragmentarization, nationalism, conflicts, great powers

The Balkans in the Points of View of the

foreign military correspondents (1912-1913)
Dimiter Zafirov
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

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) Anka Zlateva
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 in 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 cooperation, Europeization of communications, Slavic unity, Vladimir Sis

Balkan Newspaper
by Dimo Kazasov (1936)

Rositsa Ivanova

Balkan newspaper had only 21 editions for a very short period of time (09.05.193624.10.1936), 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 difficult to see the analytical approach of the authors. The political information is cleverly
combined with funny stories and caricatures. The newspaper Balkan even tickles the
curiosity of the housewife, because she is given the opportunity to read cultural articles
or summaries for theatrical performances.
Key words: image, Balkans, news, modernization, politics, Dimo Kazasov

Balkanism and Theology in the Stereotypical

Thinking of South Eastern Europe

Liana Galabova

Neglecting cultural importance of Balkan local space and identity as mediator of eastwest cultural dialogue had been creating stereotypical thinking about Southeastern
Europe for centuries. Steadiness of such construct of European otherness is mostly due
to misuse of disguised theological concepts and pseudo-religious motivation of defining
Balkan cultural interrelations as conflicts and clashing them necessarily controversial to

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the outer eye. To invent contra-stereotypes intellectuals from insiders 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 community specialist should firstly and mainly identify on time the hierarchical mentality traditionally shaping problematic side of Balkan identity and embarrassing mutual communication.
Key words: Balkanism, Theology, Eurasianism, Historicism, Globality

The Task of Overcoming the Established

Negative Image of the Balkans
milia-Boriana Slavkova
The image of the Balkans as a powder barrel was formed under the influence of interBalkan 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 Balkans atomization and confrontation.
The negative image could be overcome by a full scale catch up development, by modernization of the government structures and by steady conservation of cultural and ethnical 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; modern 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 considered 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 retrospective 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

441

of Gypsies have been studied: ethnic stereotypes and prejudices, social distance and
identification, racist attitudes, attribution styles, explaining the Gypsies discrimination
and the preferred types of solutions of the Gypsies minority problem. Data showed significant inter-cultural differences in the social representation of Gypsies. In the participating Balkan countries we found a greater social visibility of Gypsies and more negative,
but also more ambivalent attitudes in comparison with the Western European countries.
Key words: social representations, ethnic prejudices, stereotypes, Gypsies/Roma people, Balkans

[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 burden) as well as the election slogans from the political season `2005 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 following criterions: inclusion /exclusion, victimization /culpability, memorabilia /celebration.
The article analyses the striking use of pre-historic symbols in the communication practices 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 countrys 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 image of Balkan countries, image restoration.

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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 image
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 subglobalization of the Balkans illustrating it with numerous indicators and pointing out critically to the devastating consequences of the process of cloned dependent modernization that has brought about peripherization of economy and societies of the Balkan
countries. The author puts an emphasis upon the necessity of the regions EU integration 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 Putnia
According to educational philosophers the worlds educational system endures a crisis. On the one hand, the system cannot provide the people with the level of knowledge 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 disappearance of the main goal of education the development of humans personality that,
consequently, has dehumanized all social institutions. The destructive image 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 educational 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 information, 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 dimensions such as demographics of students, image of a country, stereotypes, sources of
information, credibility of these information, personal evaluation and others 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, marketing of a country

The Current Situation in Bulgaria as a Factor

of not Exactly Image
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 negative 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 situational image.
This image 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

Maria Neykova
The paper examines the discourse construction of the image of Bulgaria by foreign and
Bulgarian media, how the external and the internal image interweave. Defended is the
thesis that more significant is images content and the two images are formulated, that
wage struggle to prevail when Bulgaria is presented in its aspiration for joining EU the
social-criminal image and the sport-culinary-resort image. Homo Ludens, where the
play is studied as a culture phenomenon, serves as a frame for the analyses. Referred
is to the role of international journalism for dissemination and solidifying images, the
fragmented coverage in particular that deepens the dual and elusive nature of the
image.
Key words: external and internal image; social-criminal image and sport-culinary-resort
image; fragmentation

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Seeing Bulgaria through the view

of Guardian
Diana Stoeva
Geographically, Bulgaria belongs to the Balkans, and consequently, it shares the negative image of the region. But, on the other hand, one speaks with a great certainty about
Bulgarias 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 EU 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 mans 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 barbarians, 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 representations of the Balkans that portray the region as barbarous and uncivilized. Ultimately,
the authors suggest, when journalists report on the Balkans they are effectively measuring the region against a particular vision of the world. This vision of the world has its
roots in American Wilsonian-liberalism and it presents a worldview that exerts a powerful 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 Maniou
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 important source of information for the public. Issues concerning the Balkans, generally, play
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

of Balkans, in 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 findings.
Key words: image, 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 general 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

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 image 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 [Pongalos]; government representatives bound with the professionals of the
official organs [Xohaxopulos]; the media play their own role in the image 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 public 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 opinion

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The Projection of the Beginning of the

Accession Talks between Turkey and the
European Union in the Greek Press
Iordanis Kotzaivazoglou and Georgios Tsakmakis
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 Greeces
four large national daily newspapers. It finds that the newspapers studied projected the
issue extensively, usually with reservations relating to Turkeys 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 clichs, 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

(De)constructing the Other: Contemporary

Public Relations and Historical Aspects
Michle Schoenberger-Orgad
This paper examines NATOs Kosovo intervention as a key moment in both Balkan and
European history. It positions it as central to NATOs survival and argues that the intervention was hugely influenced by public relations in strategy and execution. NATOs
public relations strategy was to construct the bombing campaign as a natural international 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

447

devised as normative by and for the civilized world (Todorova, 1997, p. 3). Through a
critical discourse analysis of the NATO press conferences, this paper argues that NATO
was able to naturalise humanitarian bombing and claim the moral high ground in a questionable international 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 globalizing, their role in informing about events of key and geo-strategic importance is contradictory: the closer certain media are to the structures of power, the more biased and more
unobjective they are, and vice versa.
In 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 southeastern 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 presented 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 naturally 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

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The Bulgarian Politician: Facing The Balkans

Marina Kirova
The Balkans are known as unpredictable and unstable region. Cleaning their image
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 theories

Balkans needs a common cultural space

Konstantionos Angelou
The thesis of this research is to point out the need to promote the development of crossborder 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

The Image of Bulgaria and the Balkans in

National and Cross-Cultural Context

449

Vesela Koleva
The issue has the purpose to present the main tendencies in the perception of contemporary 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 diversity 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 process 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 communicaton, 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
or 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 extension 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 reference to human notions, beyond specific areas and traditions. value.
Key words: 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
the 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-

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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

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

Negative Influences of the Advertising:

Balkan Syndromes
Alexander Christov

Football Rivalries on the Balkans:

Communication Dimensions

The paper presents some basic negative influences in Bulgaria, in relation to the cultural 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 geographical region seriously influence the public attitude to negatively influencing advertisements, 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 society 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

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 fundamentals of the fanship to a club or a sportsman are being built year in, year out, deliberately 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).
Key words: sport, football rivalries, fans, football hooliganism, communist regime, ethnic
conflicts

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
image 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 memory 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 specific limitation to the effective management of the transition, the lack of regional organiza-

Ivaylo Stoimenov

Communication Perspectives for the Balkans

Associated to the Knowledge-based Economy
Dragomir Tzanev
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 images are
strongly connected with stereotypes of the whole region, achieving the common goals
would differentiate concepts about individual countries, as well as invite positive evaluation 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 educational 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 is 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

Communication Aspects of Military Security

453

Zornitza Draganova

Maria Doichinova

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 communication and by the youth as its generator.
Key words: levels of image, formal image, cultural values, art communication, youth

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 attitude 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 insecurity 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 is 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, formerregional armed forces, state monopoly

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 heritage 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 papers 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 completely new communications and influences and expressed interdependence of the
countries of this macroregion. Simply, lots of prejudices are present, and the New central Europe shown us where we are, who we are and where we are heading.
Key words: position, functionality, perspectives, new communications, interdependence, New Central Europa

Regional Security as Communication

Strategy

Veroljub Petroni

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 interests and value which have been represented in Balkans countries. The level of perception 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 country and the most valuable for a business organization possessions, using the perspective
of the corporate reputation management.
The 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
hand 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 communicator and the communicator as a role of the individual socially conscious and most over
responsible glocalised person.
Key words: identity, image, 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, national 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 environment that enshrine societys collective memory. Bulgarias effective integration into the
European Union requires that Balkan countries not only have knowledge and understanding 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 professionally promote and advertise their history and culture. In this sense, public relations oriented 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
Irena 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

tural dialogue, relations and partnership, based on the exchange of values and knowledge 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 communities 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, informing and influencing them with respect to Balkan themes and problems.
Key words: public diplomacy, intercultural dialogue, international audiences, image
building, cultural heritage

456

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478

Sofia University St. Kliment Ohridski

Faculty of Journalism and Mass Communication
UNESCO Chair in Communication and Public Relations

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Bulgarian society for Public Relations

Program
of the 9th international scientific conference:

THE IMAGE OF THE BALKANS:

HISTORICAL APPROACHES AND
COMMUNICATION PERSPECTIVES
Sofia, May 19-20, 2006
The conference is dedicated to the 50th anniversary
of the acceptance of Bulgaria in UNESCO
Place of the event:
On the 19th of May 2006 from 9.00 a.m to 6 p.m in Hall 13 of the Faculty of Journalism,
1st floor, address: 49, Moskovska Str.
On the 20th of May from 9 a.m to 7 p.m in Hall 1 of the Rectors House of Sofia University,
address: 15 Tsar Osvoboditel Blv.

Friday, May 19, 2006

8,30-9:00 Registration of the participants and guests of the conference

Plenary session I

Chairman: Assoc. Prof. Dr. Minka Zlateva, Ghairholder of UNESCO Chair

Communication and Public Relation, FJMC of Sofia University
9:00-9:20

Opening of the conference by the Vice-Minister of Education Ms. Ekaterina

Vitkova
Greetings from a Vice-Rector of Sofia University St. Kliment Ohridski Prof.
Dr. Georgi Bakalov
Greeting from Ms. Roumjana Mitreva, Genetal secretary of the National
Commission of Republic Bulgaria for UNESCO
Greeting from Prof. Dsc. Vassilka Tapkova-Zaimova, Vice-President of the
International Association for Research in South Eastern Europe
Greeting from Nely Benova-Dimitrova, Chairman of the Bulgarian
Public Relations Society

480

9:20-9:30

Prof. Dr. Georgy Bakalov, Vice-Rector of Sofia University: The Second

Bulgarian kingdom in the context of European politics (XII-XIV centuries)
9:30-9:40
Prof. Dr. Vassilka Tpkova-Zaimova, Institute for Balkan studies of the
Bulgarian Academy of Sciences: The Byzantines and the others: points of
view
9:40-9:50
Prof. Dr. Gnter Bentele, Institute for Communication and Media Studies,
University of Leipzig (Germany): Images of nations. Theoretical
considerations and a historical and dynamic strata model of image
building
9:50-10:00 Prof. Dr., Doctor Honoris Causa of Sofia University Roland Burkart, Institute
of Publicity and Communication Sciences of Vienna University (Austria):
Bulgaria and the European Integration: some thoughts on image
management
10:00-10:10 Assoc. Prof. Dr. Iskra Baeva, Historical faculty of Sofia University: The
historical image of the Balkans: between the prejudices from the past and
the hopes for the future
10,10-10,20 Assoc.Prof. Dr. Zorka Prvanova, Institute of Balkan Studies of BAS, and Prof.
DSc.Rumiana Mihneva, Varna Free University: The policy of cultural corridors
and the new vision of South-Eastern Europe
10:20-10:40 Discussion
10:40-11:00 Coffee break
Absentia paper: Prof. DSc. Mincho Draganov, Institute of Sociology, Bulgarian Academy
Sciences: The image of Bulgaria as a dynamic communication mix

Section I

NEW APPROACHES TO THE HISTORICAL DEVELOPMENT OF THE

BALKAN COUNTRIES

Chairman: Prof. Dr. Vassilka Tpkova-Zaimova, Institute of Balkan studies of the

Bulgarian Academy of Sciences
11:00-11:10 Prof. DSc. Fillip Panayotov, FJMC of Sofia University: Europe as a
continuation of the Balkan Peninsula
11:10-11:20 Assoc. Prof. Dr. Dessislava Lilova, Southwest University Neophit Rilski: The
Balkan stereotype: reception and resistance in the Renaissance press
11:20-11:30 Assoc. Prof. Dr. Dimitar Zafirov, Scientific Center for Bulgarian National
Strategy: The Balkans in the points of view of the foreign military
correspondents (1912-1918)
11:30-11:40 Anka Zlateva, Institute of history, Bulgarian Academy of Sciences: The image
of the Balkans of the Czech publicist and journalist Vladimir Sis in his nonpublished in Bulgaria book New Balkan /1921-1924/
11:40-11:50 Emilia-Boryana Slavkova, Faculty of classical and new philologies of Sofia
University: The task of overcoming the established negative image of the
Balkans in western mentality

481

11:50-12:00 Dr. Liana Galabova, Center for history of knowledge -BAS: Balkanism and
theology in the stereotypical thinking of South Eastern Europe
12:00-12:10 Dr. Penka Danova, Institute of Balkan Studies of the Bulgarian Academy of
Sciences: The image of the Balkans in the Renaissance culture
12:10-12:40 Discussion
12:40-13:30 Lunch break

Section II

GLOBALIZATION, COMMUNICATION AND CULTURAL IDENTITIES

IN THE BALKANS
Chairman: Doc. DSc. Petranka Fileva, FJMC of Sofia University

13:30-13:40 Assoc. Prof. Dr. Minka Zlateva, UNESCO Chair, FJMC of Sofia University: The
Balkans the complex communication puzzle for Europe
13:40-13:50 Prof. DSc. Penka Karaivanova, FJMC of Sofia University: Exterior influences
on the molding of Balkan images
13:50-14:00 Prof. Dr. Todor Petev, UNESCO Chair, FJMC of Sofia University: Violence in
the media dimension of professional culture?
14:00-14:10 Assis. Prof. Dr. Diana Petkova, UNESCO Chair, FJMC of Sofia University: The
Balkans: cross-road images and identities
14:10-14:20 Dr. Vjara Gancheva, Institute of Sociology of Bulgarian Academy of Sciences:
The Balkans: the myth of Europe turned upside down
14:20-14:30 Assoc. Prof. Dr. Velina Topalova, Director of the Institute of Sociology of the
Bulgarian Academy of Sciences: Social representations of the gypsies in the
Balkan countries
14:30-14:40 Airi Markkanen, Helsinki (Finland): The Balkan gypsies: images of otherness
14:40-14:50 Assoc. Prof. Dr. Vihren Buzov, University of Veliko Tarnovo St. St. Kyrill and
Method: Images of Balkan nationalism
14:50-15:00 Assist.. Prof. Dr. Orlin Spassov, UNESCO Chair, FJMC of Sofia University:
Alternative visual representations in the Balkans
15:00-15:20 Discussion
15:20 -15:40 Coffee break
Absentia paper: Prof. Dr. Ljubisa Mitrovic, University of Nish (Serbia and Montenegro)
Subglobalization of the Balkans and new technologies

482

483

Section III

Saturday, May 20, 2006

Chairman: Assoc. Prof. Dr.Teodora Petrova,

Vice-Decan of the FJMC of Sofia University

ROUND TABLE:
Balkan image, public relations and journalism
problems and perspectives

MEDIA AND PR CONTRIBUTIONS TO THE ESTABLISHMENT

OF THE BALKAN IMAGE
16:00-16:10 Dr. Kaja Tampere, University of Jyvaskyla (Finland): The image of the Balkan
countries in the Baltic region
16:10-16:20 Assoc. Prof. Dr. Tessa Dulkeri and Theodora Maniou, University Aristotle of
Thessaloniki (Greece): Greek media about the image of the Balkans
16:20-16:30 Dr. Ayla Okay, Faculty of Communication of the Istanbul University (Turkey):
Reflections of the Balkans and the Balkan image in the Turkish press
16:30-16:40 Gentiana Hadzijaha, University of Elbasan (Albania): The Balkans and
Albania media interpretations
16:40-17:10 Discussion
17:10-17.30 Coffee break
Absentia papers: Assoc. Prof. Dr. Maria Neikova, FJMC of Sofia University: A play of
images
Dr. Eric Louw and Dr. Zala Volcic, University of Queensland (Australia):
Defining the other as irrational: how Western interests and prejudices
informed media constructions of the Yugoslav wars

Section III (continuation)

Chairman: Prof. DSc. Penka Karaivanova, FJMC of Sofia University

17:30-17:40 Michele Schoenberger-Orgad, Waikato management school, University of
Waikato (New Zealand): (De)constructing the other: contemporary public
relations and historical spectres
17:40-17:50 Dr. Margarita Putnina-Fedjukova, Riga Stradins University (Latvia):
Alternative way of cognition a mighty potential of successful
communication among nations
17:50-18:00 Assoc. Prof. Dr. Serra Gorpe and Dr. Candan Celik, Istanbul University
(Turkey): National identity of Bulgaria among the students in Turkey and the
role of PR in perception management
18:00-18:30 Discussion
Absentia paper: Prof. Dr. Petre Georgievski, University of Skopje and Snezana Trpevska,
coordinator of program department, Broadcasting Council of Republic
of Macedonia (FYROM): The contradictory role of media in informing the
audiences about the Armed conflict in Republic of Macedonia (FYROM)
in 2001
19:00
Cocktail for the participants in the conference
From 10.00 to 17.00 in hall 19 (second floor of the FJMC): VIRTUAL EXHIBITION with
multimedia presentations of PR master students of the Faculty of journalism and Mass
Communication of Sofia University St. Kl. Ohridski.

Chairmen: Nely Benova-Dimitrova, chairman of the Bulgarian Society for Public

Relations and Assoc. Prof. Dr. Sonya Alexieva (New Bulgarian University and
FJMC of Sofia University St. Kliment Ohridski)

9:00-9:10
9:10-9:20

Opening of the round table

Prof. DSc. Ivan Marazov, New Bulgarian university: The Thracian culture
heritage and the media
9:20-9:30
Assoc. Prof. Dr. Lulivera Krasteva, FJMC of Sofia University: The black PR in
the media about Bulgaria
9:30-9:40
Assoc. Prof. Dr. Sonya Alexieva, New Bulgarian University and FJMC of Sofia
University: PR of cultural tourism a responsibility for change of the vision
and attitudes towards the Balkans
9:40-9:50
Elitsa Dimova, PR expert: Homo Balkanicus or the image of the
underappreciated otherness
9:50 -10:00 Zoran Arazki, journalist in the newspaper Vecherne novosti (Serbia and
Montenegro) The role of the globalized media for the understanding of the
Balkan countries
10:00-10:10 Assoc. Prof. Dr. Aydemir Okay, Istanbul University (Turkey): The Balkan
image among students from communication faculty
10:10-10:20 Jan Buruma, journalist (the Netherlands): The Bulgarian image in the
Netherlands
10:20-10:30 Assist. Prof. Dr. Maria Popova, FJMC of Sofia University: Balkan authors in
literature web-sites of the region
10:30-10:40 Gentiana Hadzijaha, University of Elbasan (Albania): The Balkans and Albania
media interpretations
10:40-10:50 Nenad Ilic, University of Belgrade (Serbia and Montenegro): New Central
Europa as a new way of political-economic communication in South East of
Europe
10:50-11:30 Discussion
11:30-12:00 Coffee break
Absentia paper: Eirini Papadaki and Ifigenia Mylona, (Greece): The image of Balkans art in
media

484

DOCTORAL SEMINAR
First Session

Chairman: Assoc. Prof. Dr. Minka Zlateva, UNESCO Chair, FJMC of Sofia
University
12:00-12:10 Veroljub Petronic, Faculty of Defense, University of Belgrade (Serbia and
Montenegro): Regional security as communication strategy
12:10-12:20 Maria Doichinova, UNESCO Chair, FJMC of Sofia University (Bulgaria): The
image of the Balkans communication aspects of military security
12:20-12:30 Nikoleta Elenkova, UNESCO Chair, FJMC of Sofia University (Bulgaria):
Bulgarian national Alliance and Internal Macedonian revolutionary
Organization (Hi)stories about wars or the war for the history
12:30-12:40 Anna Elisabeth Tsakona, University of Cambridge (United Kingdom):
Opinion makers and the image of Greece in the case of the war on Iraq
12:40 -12:50 Dessislava Penkova, UNESCO Chair, FJMC of Sofia University (Bulgaria): The
Image of Bulgaria as corporate reputation management
12:50-13:00 Marina Kirova, FJMC of Sofia University (Bulgaria): Bulgarian Politician with a
face to the Balkans
13:00-13:10 Iordanis Kotzaivazoglou and Georgios Tsakmakis, Aristotle University of
Thessaloniki (Greece): The Projection in the Greek press of the beginning of
the accession talks between Turkey and the European Union
13:10-13:40 Discussion
13:40-14:00 Coffee break
Absentia paper: Irena Lazarova, UNESCO Chair of FJMC (Bulgaria): Public Diplomacy
Approaches for a new image in the Balkans

Second Session

Chairman: Assist. Prof. Dr. Diana Petkova, UNESCO Chair, FJMC of Sofia
University
14:00-14:10 Dragomir Tzanev, UNESCO Chair, FJMC of Sofia University: Communication
perspectives for Balkan societies in establishing economy based on
knowledge
14:10-14:20 Alexander Christov, UNESCO Chair, FJMC of Sofia University: Negative
influences of the advertisement: Balkan syndromes
14:20-14:30 Ivailo Stoimenov, UNESCO Chair, FJMC of Sofia University: Football rivalries
in the Balkans: communication dimensions
14:30-14:40 Julia Krusashka, UNESCO Chair, FJMC of Sofia University: The friendly
Balkans: image (im)possible?
14:40-14:50 Natalya Maeva, FJMC of Sofia University: The Balkans one unfinished
portrait. Media representations in the Greece press (2004-2005).
14:50-15:10 Discussion
15:10-15:30 Coffee break

Third Session

485

Chairman: Assist. Prof. Dr. Orlin Spassov, UNESCO Chair,

FJMC of Sofia University
15:30-15:40 Vessela Koleva, UNESCO Chair of FJMC (Bulgaria): The image of Bulgaria and
the Balkans in Spain : intercultural context
15:40-15:50 Konstantinos Angelou (Greece), FJMC: Building cultural understanding
trough cultural exchange
15:50-16:00 Zhana Petrova, FJMC of Sofia University (Bulgaria): The virtual memory of
the Balkans
16:00-16:30 Discussion
16:30-17:00 Coffee break

STUDENT WORKSHOP

Chairman: Assoc. Prof. Dr. Minka Zlateva, UNESCO Chair,

FJMC of Sofia University
17:00-18:30 Scientific papers of bachelor students:
Elena Kokorina ( Lomonossov Moscow State University Russia),
Vladimir Serykh (Samara brench of Moscow city pedagogical university
Russia);
Diana Stoeva (FJMC) under scientific guidance of Assist. Prof. Dr. Diana
Petkova;
Silvia Malakova (University of Plovdiv), Zornitsa Draganova (Sofia
university), Gergana Marinova (FJMC), Anie Cholashka (FJMC), Silvia
Todorova (FJMC), Dessislava Stoichkova (FJMC) under the scientific
guidance of Prof. DSc. Mincho Draganov;
Boyan Zahariev, Rumiana Milanova, Ivan Boshkov,Rossitsa Ivanova, Stanimir
Sapunov under the scientific guidance of Assoc. Prof. Dr. Zdravka
Konstantionova;
Silvia Stoyanova, Michail Stefanov, Ina Marinova under the scientific
guidance of Prof. DSc. Penka Karaivanova.
19.15
Closure of the conference

486

Summary of the book collection

The Image of the Balkans: Historical Approaches and Communication Perspectives book-collection (edited by Minka Zlateva) consists of the research papers
of 64 participants from 11 countries in the Ninth International Scientific Conference on the same name. The conference took place on 19-20 May 2006 in Sofia and was organized by UNESCO Chair Communication and Public Relations
at the Faculty of Journalism and Mass Communication, Sofia University St. Kliment Ohridski in cooperation with the Bulgarian Public Relations Society and
the Balkan Sciences Institute at the Bulgarian Academy of Sciences. It was dedicated to 50th Anniversary of the accession of Bulgaria to UNESCO.
More than 120 scientists, lecturers, PhD candidates, students and PR-practitioners from six Bulgarian universities: Sofia University St. Kliment Ohridski (Faculty of Journalism and Mass Communication, Faculty of History and Faculty of
Classic and New Philologies), New Bulgarian University, Plovdiv University Paisiy
Hilendarski, Veliko Tarnovo University St. St. Cyril and Methodius, Varna Free
University Chernorizets Hrabar and Southeastern University Neophyte Rilski
took part in the conference, as well as scientists from four institutes at the Bulgarian Academy of Sciences those of Balkan Sciences, History, Sociology and
Centre of Science Studies and History of Science. Communication researchers
from a total of 15 countries Austria, Albania, Australia, Bulgaria, Finland, Germany, Great Britain, Greece, Latvia, Macedonia (FYROM), Netherlands, New Zealand, Russia, Serbia, Turkey, took part at the conference.
The publications are organized in six main sections: The Phenomenon of Image: Balkan Dimensions, Historical Approaches, Modern Projections, Media
Interpretations, Intercultural Context, and Communication Perspectives. For
the first time in the Bulgarian public communication specialized literature the
problems of the image of the Balkans are discussed by historians and media and
PR experts from the country and abroad together, who offer specific ideas and
organizational forms for its reshaping.
The collection is addressed to scientists, lecturers and students in the area of
communication studies, media, PR, history, Balkan studies, European studies,
culture studies and national psychology.

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