Prof. D.Sc. Lyubomir Stoykov Presented His New Book Public Communication and Media Morphoses

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.

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.

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".

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.