: : : , 2008 : ( ) 64 o 11 , 19 20 2006 . 50- . . 120 , , 6 : . ( , ), , , . . , , 4 , , . , 15 : , , , , , , , , (FYROM), , , , , . : : , , , , . . , , , , , , , . 5 - , - . . . . . . . . . . . . . . . . . . . . .13 . - , - . . . . . . . . . . . . . . . . . . . . . . .15 - , . . . . . . . . . . . . . . . . . . . . . . . . .16 . -, - . . . . . . . . . . . . . . . . . . . . .18 -, . . . . . . . . . . . . . .20 : . - . . . . . . . . . . . . . . . .22 I. : . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 . , . . . . . . . . . .36 . . - , . . . . . . . . . . . . .43 : . - , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49 . - , . . . . . . . . . . . . . .56 - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63 II. . , . . . . . . . . . . .71 , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76 - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87 . 2008 2008 ISBN: 978-954-8194-74-46 7IV. . - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225 Guardian , . . . . . . . . . . . . . . . . . . . . .231 : - - , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234 . - - , , . . . .249 . - , , . . . . . . . . . . . . . .257 (1997) , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264 - , 5 , . . . . . . . . . . . . . . . . . . . . . . . . .269 . - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .277() : , , . . . . . . . . . . . . . . . . . . . . . . . . . . .285 2001 (FYROM) . - , . . , , (FYROM) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .292 (2004-2005) , . . . . . .302 , . . . . . . . . . . . . . . . . . . . . .306 2003 . , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .312 V. , . . . . . . . . . . . .323 : , . . . . . .329 , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .334 (XII-XIV ) . - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96 : . -, . . . . . . . . . . . . . . . .102 : . - , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108 . - , . . . . . . . . . . . . . . . . . . . . .115 (1912-1918) . - , . . . . . . . . . . . . . . . .120 (1921-1924) , . . . . . . . . . . . . . . . . . . . . . . . . .126 (1936) , . . . . . . . . . . . . . . . . . . . . .135 , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143 - , . . . . . . . . . . .148 III. . - , . . . . . . . . . . . . . .155 ... II . - , . . . . .161 ( ) - , . . . . . . . . . . . . . . . . . . . . .167 : . - , , . . . . . . . . . .174 , . . . . . . . . . . . . . . . . . . . . .185 . - , , . . . . . . . . . . . . . . . . . . . . . . . . . . . .190 - -, , . . . . . . . . . . .196 . - . . - , 5, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .203 , . . . .2188 9Image of the Balkans: Historical Approaches and Communication PerspectivesEd. by Minka ZlatevaContents:Tolerance and Constructive Dialogue Greeting of the conference by Vice Minister of Education Ms. Ekaterina Vitkova . . . . . . . . . . . . . . . . . . .13Broadness and Variety of the Topics greeting from the Vice Rector of Sofia University St. Kliment Ohridski Prof. Dr. Georgi Bakalov. . . . . . . . .15Development of Regional Networks in Southeastern Europe greeting from Ms. Roumjana Mitreva, general secretary of the National Commission of Republic Bulgaria for UNESCO. . . . . . . . . . . . . . . . . . . . . . . .16Peninsula of the Hope greeting from Prof. Dsc. Vassilka Tapkova-Zaimova, Vice President of the International Association for Research in South Eastern Europe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18Perspectives 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. . . . .22Part I. The Phenomenon of ImageExterior Influences on the Molding of Balkan Images Prof. DSc. Penka Karaivanova, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29The Image of Bulgaria as a Dynamic Communication Mix Prof. DSc. Mincho Draganov, Institute for Sociology, Bulgarian Academy of Sciences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36The Balkans: Cross-road Images and Identities Assis. Prof. Dr. Diana Petkova, UNESCO Chair, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . . .43Bulgaria 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) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49The Balkans the Complex Communication Puzzle for Europe Assoc. Prof. Dr. Minka Zlateva, UNESCO Chair, FJMC of Sofia University . . . . . . . . .56The Balkans and the Reversed Myth of Europe Dr. Vyara Gancheva, Institute of Sociology of Bulgarian Academy of Sciences . . . . . . . . . . . . . . .63Part II. Historical ApproachesEurope as a Continuation of the Balkan Peninsula Prof. DSc. Fillip Panayotov, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .71 , . . . . . . . . . . . . . . . . . . . . . .341 : , . . . . . . . . . . . .348 , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .358 ()? , . . . . . . . . . . . . . . . . . . . . .363 : , . . . . .369VI. , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .381Homo balkanicus , . . . . . . . . . . . . . . . . . . . . .385 , . . . . . . . . . . . . . . . . . . . . . .390 : - , , . . . . . . . . . .397 - , . . . . . . . . . . . . . 400 , , . . . . . . . . . . . . . . . . . . . . . . . .409 , . . . . . . . . . . . .413 , , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .419 . - , . . . . . . . . . . . . . . . . . . . . . .425 , . . . . . . 430 . . . . . . . . . . . . . . . . . . . . . . . . .434. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .456 : . . . . . . . . . . . . . . . . . . . . .472 . . . . . . . . . . . . . . . . . . . . . . . . . . .48610 11Image of the Balkans among Latvian Students Margarita Putnina-Fedjukova, Riga Stradins University (Latvia) . . . . . . . . . . . . . . . . . . . . . . . . . . . .196Balkan National Identities among Turkish Students Assoc. Prof. Dr. Serra Gorpe and Dr. Candan Celik, Istanbul University (Turkey). . . . . . . . . . . . . . . .203The Current Situation in Bulgaria as a Factor of not Exactly Image Silvia Todorova, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218Part IV. Media RepresentationsPlaying with Images Assoc. Prof. Dr. Maria Neikova, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225Seeing Bulgaria through the View of Guardian Diana Stoeva, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .231Defining 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). . . . . . . . . . . . . . . . . . . . . . . . . . . .234The Image of the Balkans in the Greek Press Assoc. Prof. Dr. Tessa Dulkeri and Theodora Maniou, University Aristotle of Thessaloniki (Greece). . . . .249Reflections of the Balkans and the Balkan Image in the Turkish Press Dr. Ayla Okay, Faculty of Communication of the Istanbul University (Turkey) . . . . . . . . . .257The High Crisis in Albania (1997) and the Balkan Media Interpreter Factors Gentiana Hadzijaha, University of Elbasan (Albania) . . . . . . . . . . . . . . . . . . . .264The 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). . . . . . . . . . . . . . . . . . .269Negativism 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). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .285The 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). . . . 292Media Interpretation of the Balkans in the Greek Press (2004-2005) Natalia Maeva, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .302The Bulgarian Politician Facing the Balkans Marina Kirova, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .306Antiamericanism and Opinion Makers in Greece during the War on Iraq (2003) Anna Elisabeth Tsakona, University of Cambridge (United Kingdom). . . .312Part V. Intercultural ContextBalkans Need a Common Cultural Space Konstantinos Angelou (Greece), FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .323The Image of Bulgaria and the Balkans in Spain: intercultural context The Thracian Culture Heritage and the Media Prof. DSc. Ivan Marazov, New Bulgarian University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76The Image of the Balkans in the Renaissance Culture Dr. Penka Danova, Institute for Balkan Studies at the Bulgarian Academy of Sciences. . . . . . . . .87The Second Bulgarian Kingdom in the Context of European politics (XII-XIV centuries) Prof. Dr. Georgy Bakalov, Vice Rector of Sofia University . . . . . .96Byzantium and the Others: Points of View Prof. Dr. Vassilka Tapkova-Zaimova, Institute for Balkan Studies at the Bulgarian Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .102The Balkan Stereotype: Reception and Resistance in the Bulgarian Renaissance Press Assoc. Prof. Dr. Dessislava Lilova, Southwest University Neophit Rilski. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108The 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115The Balkans in the Points of View of the Foreign Military Correspondents (1912-1918) Assoc. Prof. Dr. Dimitar Zafirov, Scientific Center for Bulgarian National Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120Czech Publicist and Journalist Vladimir Sis and his Book New Balkan (1921-1924) Anka Zlateva, Institute of History, Bulgarian Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .126Balkan Newspaper by Dimo Kazasov (1936) Rositsa Ivanova, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .135Balkanism and Theology in the Stereotypical Thinking of South Eastern Europe Dr. Liana Galabova, Center for History of Knowledge at the Bulgarian Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143The Task of Overcoming the Established Negative Image of the Balkans Dr. Emilia-Boryana Slavkova, Faculty of Classical and New Philologies of Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .148Part III. Modern ProjectionsImages of Balkan Nationalism Assoc. Prof. Dr. Vihren Buzov, University of Veliko Tarnovo St. St. Cyril and Methodius. . . . . . . . . . . . . . . . . . . . . . . . . . .155Social Representations of the Gypsies in the Balkan Countries Assoc. Prof. Dr. Velina Topalova, Institute of Sociology of the Bulgarian Academy of Sciences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .161(Hi)stories About Wars or the War for the History Nikoleta Elenkova, UNESCO Chair of FJMC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .167The Image of the Balkan Countries: The Turkish Perspectives Assoc. Prof. Dr. Aydemir Okay, Istanbul University (Turkey). . . . . . . . . . . . . . .174A Look at Bulgaria from the Bosporus Gergana Marinova, Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .185Globalozation and Subregional Identities Prof. Dr. Ljubisa Mitrovic, University of Nish (Serbia). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19012 13 - ,- , , , - - : - ,- - -. -.-. - . , . - , - , - . , ,-, -. - -- . -Vessela Koleva, UNESCO Chair of FJMC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .329The Image of Balkan Art in Media Eirini Papadaki and Ifigenia Mylona, (Greece). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .334Balkan Authors in Literature Web Sites of the Region Assist. Prof. Dr. Maria Popova, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .341Negative Influences of The Advertisement: Balkan Syndromes Alexander Christov, UNESCO Chair, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . . . . .348The Virtual Memory of the Balkans Zhana Petrova, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .358Positive Balkans: Image (Im)possible? Yulia Krusashka, UNESCO Chair, FJMC of Sofia University . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .363Football Rivalries on the Balkans: Communication Dimensions Ivailo Stoimenov, UNESCO Chair, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . .369Part VI. Communication Perspectives Levels of National Image Zornitza Draganova, Sofia University . . . . . . .381Homo Balkanicus or the Image of the Underappreciated Otherness Elitsa Dimova, PR expert. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .385Communication Perspectives for the Balkans in Establishing of a Knowledge-Based Economy Dragomir Tzanev, UNESCO Chair, FJMC of Sofia University. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .390New Central Europa Political and Economic Communication in South East of Europe Nenad Ilic, University of Belgrade (Serbia and Montenegro). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97Communication Aspects of Military Security Maria Doichinova, UNESCO Chair, FJMC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .400Regional Security as Communication Strategy Verolub Petronic, Faculty of Defense, University of Belgrade (Serbia). . . . . . . . . . . . . . . . . . .409The Image as Corporate Reputation Management Dessislava Penkova, UNESCO Chair, FJMC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .413The Role of the Globalized Media for the Understanding of the Balkan Countries Zoran Arazki, journalist in the newspaper Vecherne novosti (Serbia) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .419Change of the Vision for the Balkans by Cultural Tourism PR Assoc. Prof. Dr. Sonya Alexieva, New Bulgarian University and FJMC of Sofia University . . . .425Public Diplomacy Approaches for a New Image of the Balkans Irena Lazarova, UNESCO Chair of FJMC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .430Abstracts of the papers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .434Authors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .456ApendixProgram of the Ninth International Conference The Image of the Balkans: Historical Approaches and Communication Perspectives in Bulgarian and English . . . . . . . . . . . . . . .472Abstract of the book collection in English . . . . . . . . . . . . . . . . . . . . . . . . . . .48614 15 . .- ,- . , , - . - , - , - . , , - . , 30- VII - , I . , - -, - , . , , - . , -, .. . , . - . ! , . - -: , , - . , - . -, . , , , balkanize, -,., , , - . ! ! 16 17 , . , , , . --. . , - -, . - - . -, , - , . , , , - , , , , , - , - , . ! ! , IX : , , 9- -, - - . . , - 50-. , . , , ., . , , , , -.,,, 18 19, ,- . , - - - , .. , , , - , - , , . ! . -, - -o , , - 1963 . . 1966,,,-,,,-,,,,, . , : , - !. - , . . , .-, ! , -, , , , -. - 90- . -,. 1999 . , , , -?. , , , . - . 20 21. , -: - , . , , , -, , - , . ! -, - -, - -, , - : ,,-- PR - . . , - , PR . .-, . -, Imaginingthe Balkans, . , . , -,,-, , , . , , . , . , -22 23 . - - . ,- 50- . , ? , , ,- - , - . - - . , - , . -6: .- ( -,), , .. , , -.,- , - . - - . , - . 15 . , , (FYROM), , , , , , (), . -, . , - , - . ,2006,- . , , , - . , - , -. , - -, , , - , . - - . : - (- ) , - , -, -. - . ... - 24 25 . - PR , . , - - . - , - -;,-,- . . -- , . - - ( , ) -.- , . , . , ,,- PR , - . -- . , , - . - ( ), - , - . -, , -. , , - -., ,- ,- . , . , . , . -, . , . -,.--,.-,.- ., . - , , - , . , . , , - - . 2005/2006 - (-),.-,. , . - - , . - -,..--.- , , - . -- . . . - , - 26 27 I : ( ), -,-(). , , - , , - , .. , , - , - , - , -, , . -, , . , ,- , , -., - , , - . - , - . ,, !. - , 9 2008 .28 29 . . () - - : -, , - (, 2004: 181-188), - - , , -, - . -, .- -, - - - . . , ,.-, . , , : , - , - ?30 31. - 90- - . , , , PR , - , . - , , , - , , - . , - , , - , - - . .- , - . , -, . 2000- , , - 1648 . - , - , (realpolitik), . , - - . - . - --. , XIX XX , : . - , , - . - . - 2005 . - (,,--).- , - . - , , - , . - - . - . , - -.- , . , : , . , , - , , , - , . -, -. , - , , -32 33 , , -,. , , - , , . - , . - - - . , - , - . . , - . -, , - . . - . - , . - , --. - 90- : , ,, . , -(),- , , - - ., . - , - - - . - .. - . - . - . , - , , -. (Andrew, 2005: 367-370) , -.- - . , , -, , , . - . . , - : , , - : , (FYROM) -- , -, . - - 1999 . 2003 . - . - -. 34 35 , , , . , - ,- . -: . - - : , - , - , , . : , , - , , . (2004) . . : .LINKLATER,ANDREW(2005)AEuropeanCivilizationProcess.In:InternationalRelationsin the EU. Ed. by Christopher Hill and Michael Smith. Oxford University Press. pp. 367-370.LINKLATER,A.(2005)AEuropeancivilizingProcess.In:internationalrelationsandthe European Union. Ed. 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