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Download As a Pdf File Trakia Journal of Sciences, Vol. 9, Suppl. 3, pp 191-203, 2011 Copyright © 2011 Trakia University Available online at: http://www.uni-sz.bg ISSN 1313-7069 (print) ISSN 1313-3551 (online) THE “NEW” BULGARIAN MEDIA – DEVELOPMENT TRENDS AND TENDENCIES. MEDIA REGULATION, OWNERSHIP, CONTROL AND THE “INVISIBLE HAND OF THE MARKET” N. Georgieva-Stankova* Regional Economics Department, Economics Faculty, Trakia University, Stara Zagora, Bulgaria ABSTRACT Liberal democratic media are perceived as playing an important role in promoting public discourse, informing and representing the public and serving as a watchdog of the main power structures in society (1). To what extent are Bulgarian mass media capable of performing such functions? The paper aims to review media regulation policies, legislation and patterns of ownership and control in Bulgaria within the last 20 years of democratization, as implicitly compared to well-established European practices. The advent and development of new commercial media are discussed, as well as issues regarding media ownership, control and accountability, intricately interwoven with political and economic interests. The meaning and functioning of the public service media is reconsidered, as well as issues related to the freedom of speech, press self-regulation, libel and defamation legislation. A conclusion is reached that overall tendencies in the Bulgarian mediascape follow a well-established pattern of globalizing processes towards greater economic concentration, transnatonal ownership, non-transparent capital as well as intricate political gamesmanship, presenting new forms of power that endangers the freedom of expression. Finally, certain recommendations are made towards the improvement of the functioning of the media as a true expression of social interests and the public sphere. Key words: media regulation, ownership, control, accountability. INTRODUCTION power of the free market, the ideology of Media discourses have inherently been related diversity of choice and sovereignty of the to discourses of power. Some of the consumer, became the dominant discourse in dimensions of media power are expressed in policy-making, following a well-established the vision of the media as the “Fourth Estate” Western pattern of media regulation. After the in their capacity to reflect, shape or remain fall of the Iron Curtain, the new-born independent of social structures, as different Bulgarian media quickly joined in in the media theorists would claim. The new euphoria of market freedom and minimum democratic media in Eastern Europe were state regulation, not considering many of the intended to become the defenders of liberal dangers and pitfalls lurking along the road of democratic principles, the watchdog of transition, divesting it of the support that every political malpractices and the social fledgling needs. consciousness of authorities, serving solely the needs and interests of the public. Media As a result, the advent of the private media and freedom, frequently equated with the liberating new patterns of media ownership and control __________________________________ have started to represent a new vision of *Correspondence to: Nadezhda Georgieva- “media power” in the country, combining the Stankova, Trakia University, Student Campus, unleashed forces of the market and political Stara Zagora 6000, Bulgaria., Mobile phone gamesmanship. (+359) 0885 324 211 , E-mail: [email protected]. In a brief recapitulation of the twenty-year period, we could say that the freedom of speech in Bulgaria has drastically declined. Trakia Journal of Sciences, Vol. 9, Suppl. 3, 2011 191 GEORGIEVA-STANKOVA N. According to Reporters without Borders (2), immense advantages (5). Therefore, media ranking Bulgaria at 71st place, the country is concentration is considered as posing serious lagging behind countries, such as Ghana, problems, including decline in pluralism and Botswana, Togo, Burkina Faso, Paraguay and diversity, abuses of power and under- etc. Such a conclusion is the reason for representation of some significant viewpoints demanding the provision of new guarantees for (4). The study of the economic advantages of media freedom, as stated by the Chair of the media enlargement and diversification, as well Committee for Electronic Media (CEM), as of regulatory policies, are central to the Georgy Lozanov, in his annual report in attention of a significant number of media Parliament at the beginning of May 2011(2). scholars. Other key theorists within This will presuppose the necessity to introduce communication studies and studies of significant changes in the Radio and Television information society include Manuel Catsells Act (2). Additionally, growing monopolies in and Amelie Arsenault (5) and the British the media can lead to serious social tensions, radical functionalists, the political economy since the media agenda in Bulgaria is not that trend developed by Golding and Murdoch (6) of public demand, according to Professor and James Curran (7) (8) (9), as well as the Milko Petrov, a Journalism scholar from Sofia structural-culturalist analysis of Stuart Hall University, but that of the ruling political and (10) (11) and Herman and Chomsky’s theory corporate elites (2). Similar dismal on the role of the media in manufacturing observations were made at the opening of the consent (12). They all pursue a common thread International Conference “The Freedom of in the analysis of the structures of control Speech Facing the Challenges of Democratic within media organizations, which are Development” (3). For Valery Todorov, considered to be tightly interwoven with General Director of the Bulgarian National structures of control within larger society. Radio (BNR), what is more at stake is the Similar patterns of media ownership and freedom of the media as institutions, than the control, interlinked with power structures in freedom of speech in general, which means not society, can be found in East European and allowing direct political interference in them Bulgarian media. The globalization of capital (3). Apart from media political dependence, has seriously started affecting media corporate however, stand the problems of their economic structures, creating problems for regulatory independence, media concentration and the systems and authorities in the region, leading transparency of media capital, according to to the formation of new monopolies and media Georgy Lozanov, which present a threat to empires and the merging of strong economic media pluralism and diversity (3). and political power, adding only some faint nuances of “local colour” in the new Contemporary tendencies of concentration of democracies. The paper will assert that the media capital, cross-media expansion and the power exercised by such media is mainly growing number of media mergers within achieved through a combination of economic specific socio-political contexts in capitalist and political means, having profit societies have created considerable challenges maximization as a primary goal, but leading to to regulators and state authorities not only in graver conclusions regarding political Bulgaria and the former Eastern bloc, but also gamesmanship, opinion leveraging and the in the UK and Western Europe in general, exclusion of alternative and minority according to Gillian Doyle (4). Such strategies discourses. carry strategic commercial and socio-political advantages to proprietors, raising questions Some of the main questions that will be concerning the capacity for efficient work of discussed in the process of analysis are the existing regulatory mechanisms and their following: freedom from growing corporate media What are the patterns of media ownership and interests (4). Some of the observations made control in the Bulgarian media? What by media experts confirm that ongoing problems have occurred regarding the freedom processes in global capitalism lead to a of speech and pluralism? What policies and paradox, according to which intensified global bodies of regulation and accountability have competition actually tends to result in less existed for the period under study? Have they competition, especially in the media field (4). been efficient and what needs to be done to As Doyle states, the concentration of enormous guarantee media professionalism, pluralism and power in the hands of a few large transnational the principles of liberal democracy? companies gives such large-scale firms 192 Trakia Journal of Sciences, Vol. 9, Suppl. 3, 2011 GEORGIEVA-STANKOVA N. The theoretical approach and methodology to be According to such an interpretation, we should applied in the study involve a combination of a view media owners as entirely working “in the critical political economy approach, focusing on public interest,” giving audiences i.e. consumers patterns of media ownership, control, regulation, “what they want” (14: 337). In this sense, the accountability and legislation and socio-cultural democratizing role of the free market is analysis of the context and functioning of media perceived as ensuring that whatever proprietor’s institutions (13: 99-100). wishes might be, they should correspond to the public good (ibid.). In other words, the free THEORETICAL APPROACHES WITHIN market should guarantee that whatever the media THE IDEOLOGICAL FRAMEWORK OF produce, it is always representative of public THE HISTORY OF DEVELOPMENT OF opinion, reflects its diversity and is generally THE EUROPEAN MEDIA accountable to the public (ibid). One of the
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