Prof. D.Sc. Lyubomir Stoykov Presented His New Book Public Communication and Media Morphoses
Public Communication and Media Morphoses is the latest book by the famous Bulgarian scholar, journalist, culturologist, media PR and lifestyle expert and lecturer at the UNESCO Department of Media and Public Communications - Prof. D.Sc. Lyubomir Stoykov.
The monograph of Prof. Stoykov is a kind of summary of his scientific, research and practical experience. In it he makes a professional dissection of important and topical communication and political phenomena such as image and political communication, politainment, politics and pop culture, digital PR, pandemic communication, infotainment, media dynamics and communication reflections.
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| Prof. D.Sc. Lyubomir Stoykov |
Prof. Stoykov for the first time adds and highlights the role of lifestyle to the existing definition of the so called politainment. His definition says: “The politainment is a postmodern form of political communication that integrates politics, lifestyle, and entertainment in order to reach the maximum number of people”. The Professor nuances the similarities and dissonances between the image, reputation and authority, and in his characteristic style, uncompromisingly analyzes the major image blunders in political communication. The book contains well-grounded explainations of the emblematic behavioral blunders of world leaders and statesmen such as Donald Trump, Joe Biden, Vladimir Putin, Boris Johnson, Sebastian Kurtz, Yoshihide Suga, Sanaa Marin, George Walker Bush, Nicolas Sarkozy, Silvio Berlusconi, etc.
The theoretical construction of the monograph by Prof. Stoykov is built on the analysis of little-known case studies from the public and personal life of a number of political celebrities in the human history - Winston Churchill, Adolf Hitler, J. В. Stalin, Elizabeth II, Margaret Thatcher, J. F. Kennedy, Francois Mitterrand, Bill Clinton, Francois Hollande, Angela Merkel, etc.
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About his new book Prof. D.Sc. Lyubomir Stoykov outlines: "I have sought to integrate central and significant arrays of media and communication dynamics over the past decades. My aim is to present leading features and key changes in public relations and the media world that have taken place as a result of shifts in social tectonic plates as well as due to the social networks, social media and their inherent digital toolkit".
Prof. Stoykov highlights some of the most significant reasons for the big blunders in the behaviour and communication of politicians as well as the important advantages of digital PR and the challenges of communication in pandemic conditions. The author further emphasizes: "Neopostmodern criteria to qualitative science and theory increasingly require a hybridization between the fragmentary and the conceptual, the emotional and the rational, the dynamic and the static. I will be contented if I have filled - even partially - with qualitative content the existing communication and media niches. For the new in science is unthinkable without the daring analysis of marginal, "residual," "undervalued," and arrogantly ignored phenomena".
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The reviewers of the new book Prof. D.Sc./Philology/ Milko Petrov, Prof. Dr. Efrem Efremov and Assoc. Prof. D.Sc. Maria Popova evaluate it as a classic in the field of Bulgarian media studies, a desktop reading for anyone who wants to study PR, communications, journalism, as an extremely competent and thorough study of the processes in contemporary public communication.
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The official premiere of the book Public Communication and Media Morphoses by Prof. Stoykov took place in the Magna Aula of the Faculty of Journalism and Mass Communication at St Climent Ohridsky University of Sofia. The monograph was published by St. Climent Ohridsky University Publishing House and the Faculty of Journalism and Mass Communication. The book was written over a period of 15 years and has a volume of 328 pages.
The presentation of the unique work was attended by Prof. Dr. Nikolay Mihaylov, Prof. D.Sc. /Philology/ Valery Stefanov, Prof. D.Sc. /Philology/ Milko Petrov, Prof. Dr. Efrem Efremov, Valeria Veleva, Assoc. Prof. D.Sc. Maria Popova and Kristina Patrashkova. All of them highly appreciated the work of Prof. Lyubomir Stoykov highlighting both its great scientific value and its practical applicability. According to them, the author builds on and interprets concepts, views, notions and media models. The presentation of the book provoked a great interest and it was followed by discussion in which took part the psychologist Ani Vladimirova, Chief Assist. Dr. Maria Nikolova, Prof. Petko Todorov, Prof. Minka Zlateva, Prof. Ivaylo Hristov, Prof. Nikolay Michaylov, Desislava Paunska, etc.
The moderator Prof. Nikolay Michaylov outlined that the monograph is a very significant and in-depth study in the field of contemporary media culture. Prof. Valery Stefanov pointed out that the image of the contemporary politician is seriously ill and Lyubomir Stoykov's book is able to help its recovery. Valeria Veleva characterized the monograph as a "mini bible offering invaluable recipes for political communication" while Kristina Patrashkova described it as an extremely useful and valuable reading for politicians, journalists and students of media and journalism.
The name and creative biography of Prof. Stoykov is closely associated with the University of National and World Economy – he is a doyen of the UNESCO Department of Media and Public Communications and founder of the Master's degree programme in Public Relations, reviewer of the monograph Media Literacy prepared by the entire team of the Department in the period 2019-2022.
Prof. D.Sc. Lyubomir Stoykov is also a lecturer at St. Climent Ohridsky University of Sofia and at the National Academy of Arts in culture, media, journalism, business communication, PR, political communication, event management, image-making, fashion design and lifestyle. Innovator in the research of everyday culture and media, public behavior of government, political management, infotainment, political dress code and fashion phenomena.
He is the author of 20 scientific and journalistic books and documentary films, the founder and Honorary President of the Bulgarian Academic Association of Communications. He is a member of the Union of Scientists in Bulgaria, the Union of Bulgarian Journalists, Metropolitan Museum - New York, PRSA - New York and IAMCR - Paris. He has received many awards, including the Golden Pen of the Union of Bulgarian Journals, Honorary Sign St. Climent Ohridsky with a blue ribbon for contribution to Bulgarian journalism and education, Honorary Sign of the President of the Republic of Bulgaria for significant contribution to Bulgarian culture and science, Golden Century – Star of the Ministry of Culture, Yellow Rose of Zonta Club Sofia, Honorary Plaque for contribution to youth of the Ministry of Youth and Sports, etc.
