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Ancient Indian version of argumentation in a debate (the logical schematism of “catuskoti”)

Stanislava Rasheva

Sofia University “St. Kliment Ohridski”, PhD student

e-mailsrasheva@gmail.com

Abstract: The article reveals the specifics of the first form of theoretical argumentation during a debate in the ancient Indian spiritual tradition. It presents the evolution of this technology in the Buddhist tradition and explains the importance of this approach for the emergence of the first categories in Indian philosophy. The analysis is based on original sources.

Keywords: prephilosophy; Sanjaya, Budha, Naagaarjuna, catuskoti, public disputes, philosophical dispute, catuskoti

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 A Cultural Dimension as a New Perspective to Teach about the European Union: Taking ‘Cultural Studies on European Integration’ in China as an Example

WANG Xiaohai

School of English for International Business, Guangdong University of Foreign Studies, Guangzhou 510420, P. R. China

Email: wangxhai@gdufs.edu.cn

Abstract: European integration is not only an economic, political and social process, but also a cultural one. From the very beginning of the European integration process up to the 1980s, culture did not come into the sight of those who determined priorities at the European level and it was marginalized by the majority of academic studies about European integration. In recent years, an interest in the cultural dimension of European integration has been developed. Scholars argue that a cultural dimension should be added to political, economic and social European integration. This paper probes into the theoretical basis on which a textbook designed for MA students in China, ‘Cultural Studies on European Integration’, can be founded and illustrates what possible topics could be included in teaching the course, in the light of the interrelationship between culture and integration.

Keywords: EU Integration, cultural studies, Chinese higher education, cultural dimension

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Communication as a Factor for Effective Leadership

Iya Todorova Petkova – Gourbalova

Sofia University “St. Kliment Ohridski”, FEBA

E-mail: iya.petkova@feb.uni-sofia

Abstract: Leadership, as a process and social phenomenon, brings together people around a common goal. The leader empowers and guides followers to create added value for all stakeholders. Research on leadership, its formative elements, as well as its results, are dictated by the current interest in effective management and leadership. There is a strong interest in exploring communication as a factor for successful leadership. Leaders in their desire to be successful are also trying to be good communicators. Communication is perceived as a core management competence by both leaders and followers. With new technology advancing, it is necessary to rewrite the established leadership models that are built mainly on traditional forms of communication. New forms of communication impose a new type of leadership.

Keywords: leadership, communication, leadership communication, transformational leadership.

Rhetoric and Communications Journal, Issue 40, July 2019

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Fake News as a Rhetorical Device

Maya Vassileva

Faculty of Journalism and Mass Communication

Sofia University “St. Kliment Ohridski”

Email: mdvasileva@uni-sofia.bg

Abstract: Intentionality in fake news production is central in many academic definitions and needs to be considered. Fake news is not well-defined concept and still the current approaches and definitions are not unidimensional. Frequent use of the term for political purposes in recent times has become a label to discredit legacy news media. Labeling mainstream media discourses as fake news in rhetorical facet means a doubt on a certain story and is next step further to undermine trust in information and also shake trust in media system as a whole.

Keywords: fake news, misinformation, disinformation, rhetorical device, fake app

Rhetoric and Communications Journal, Issue 40, July 2019

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Public speaking, a developing and improvement of oral skills

Valeria Kardashevska

NATFA – Sofia

Email: kardashevska@mail.bg

Abstract: People have been communicating using the word since ancient times. The ability to influence the audience, to transmit emotions and to provoke feelings through speeches is more important in comparison with the sharing information. Today, new technologies establish new ways of communication the need to master the skill to act through spoken, not just written, is getting even bigger. It is affecting more and more spheres, today are looking for powerful and influential speakers and leaders who are prepared to engage and provoke in public appearances their audiences and followers. Consequently, the first part of the article is dedicated to present the information how to improve rhetorical and listening skills, and the second includes practical advice and exercises which are useful during the process of forming and developing skills, articulation, mеlogy and others.

Keywords: speech, public speaking, speaking skills, speaker, orator skills.

Rhetoric and Communications Journal, issue 38, January 2019

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Revision of the Conceptual Framework for Integrated Marketing Communications (IMC) – Part 1

Boyan Kutevski

Sofia University “St. Kliment Ohridski”, part-time lecturer

E-mail: koutevski@gmail.com

Abstract: The main goal of the paper is to present a ‘revisit’ to the integrated marketing communications (IMC) concept, based on the key changes in the communication environment with the emergence of online media (incl. social media and online trade platforms). The author reviews the opportunity of IMC to serve not only as a ‘side’ element in the sales process but to guide it, simultaneously acting as a means of communication, a sales channel and a data-gathering tool for the effectiveness of the synergic system (communications and trade). The highlight of the paper is the detailed study of the potential to put the brand into the center of IMC as a complex and universally functioning marketing and cultural construct. Brand owners can use IMC as an engagement tool. Engagement, in terms of psychology, is closely related to emotional decision-making. Therefore, the brand concept aspects reviewed are closely related to the IMC – the brand represents an integrated system, in which consumers can decide on following different journeys to a brands of their choice.

Keywords: integrated marketing communications (IMC), brand, market mix, advertising, social media.

Rhetoric and Communications Journal, issue 38, January 2019

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From Pictograms to Memes

Petya Yaneva

Sofia University “St. Kliment Ohridski”

E-mail: pyaneva@hotmail.com

Abstract: The modern technology allows researchers to follow the language changes in real time. The texts published online are particularly dynamic and more often than not offer the opportunity to monitor new processes and variations of the standard texts. These new text phenomena can be treated as modern versions of known types of text and means of text communication. This paper aims to analyse the modern variations of pictograms and ideograms and to track the changes that occur in them as a result of the sociocultural processes and their influence, as well as their mutation, when viral popularity is achieved, into memes. The assumption is that the texts and especially the political commentary do in fact change under the influence of the virtual environment. From this it can be concluded that the memes can be considered a modified version of popular ideograms and pictograms which have been redefined. The longitudinal analysis that is used aims to research meme structure and its main components. The following conclusion has been reached: the process of the development of pictograms, ideograms and memes can be followed, observed and analysed in real time and in the virtual environment.

Keywords: e-text, Meme, political commentary, pictogram, ideogram.

Rhetoric and Communications E-journal, Issue 36, September 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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The image of the woman presented in Women Today” magazine (2012-2016)

Mariana Petrova

South-West University “Heofit Rilski” – Blagoevgrad

E-mail: mariana.petrova.pr@gmail.com

Abstract: The present study is devoted to the portrayal of the image of the woman in magazine advertisements in the emblematic Bulgarian magazine Women Today”, which provokes research interest due to its specificity as a women’s magazine with more than 70 years of publishing history and in the context of its development today in the conditions of post-communist Bulgaria. The research focus is directed, on the one hand, on monitoring women’s stereotypical gender behaviour and representation (gender dispay) in contemporary magazine advertisements, based on the prominent analysis of Goffman (1979) and Kang (1997) and, on the other hand, the relationship of their manifestation in the advertising strategies regarding specific types of goods and services. The present study is an attempt to outline a detailed picture of the depiction of the woman’s image in women’s magazines as a phenomenon in popular culture that defines the criteria of beauty, perfection, femininity and masculinity.

Keywords: gender roles, stereotypes, advertising, women’s magazines.

Rhetoric and Communications E-journal, Issue 36, September 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Digital journalism: features and manifestations

Maria Momchilova

Sofia University “St. Kliment Ohridski”

E-mail: maria.momchilova@gmail.com

Abstract: The merge between the IT giants and media organizations, the destruction of approved standards in content creation and production, the algorithm-assisted spread of news including fake news and posttruth as well as online feed-readers, are the main characteristics of modern media industry which implicate the necessity to redefine the phenomenon of “digital” journalism in media studies. The article explains the process of transformation of tech giants along with their social networks, OS and apps into a model of media organization that can distribute any info product to an audience the size of which goes beyond human imagination, thus imposing on both users and content creators total AI algorithm dependence. However, algorithms cannot distinguish between real news and fake news, they do not comply with the interests of society, they are beyond moral and media standards. Caution is advised in case the omnipotent media organization assisted by the AI might bring about automated limitation to freedom of speech and information flow.

Keywords: digital journalism, media standards, fake news, post-truth, critical thinking, social interest, artificial intelligence (AI).

Rhetoric and Communications E-journal, Issue 36, September 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Effective management of crisis communication of the political parties in Bulgaria

Zrdavka Andonova

Sofia University “St. Kliment Ohridski”

E-mail: zandonova@gmail.com

Abstract: The text presents a model of the study of the management of organizational communications in a crisis situation. The functionality of the model is verified by empirical research of the two largest parties in Bulgaria – GERB and BSP. On the basis of an evaluation of existing models, a synthetic working model has been built, which is the basis of the empirical study. After the collection and analysis of empirical findings, the model has been developed and enriched. The following thesis is examined: political parties do not have at their disposal a system of good communication management in times of crisis.

Key words: crisis communication, effective crisis communication, political parties, models of crisis communication management, model.

Rhetoric and Communications E-journal, Issue 36, September 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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