Abstract: This paper considers how а building becomes a cultural innovation and catalyst. Aconceptual study of cultural innovation based on one case is proposed. Thinking about innovation is usually narrowed to the latest in information and other “high” technology. Cultural innovation has a variety of appearances at inidividual and community levels. Less studied are examples of cultural innovations in the public domain. Social history of a building of Frank Gehry in Bilbao is expressed by the metaphor the Bilbao effect. It is used to figure out parameters of the cultural change caused by a building in а local culture that has found its new place in the global multicultural environment. Reconstruction and conclusions of the Bilbao effect show how to initiate cultural programs consisting of institutional creativity, architectural publicity, funding, and social implementation.

Keywords: Bilbao effect, cultural innovation, cultural attraction, local and global culture, cultural hybridization.

Rhetoric and Communications E-journal, Issue 16, January 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

Read the original of the text (in Bulgarian)

Abstract: Over the last twenty years the expression “civilizational choice” has entered permanently in the Bulgarian political vocabulary. What is the hidden connotation in its use? Is it correct from the point of view of the concept of “civilization” or it is used as an ordinary propaganda cliché? – These are the questions raised in this article, which defends the thesis that the theoretical contents of the term “civilization” allows the derivative expression “civilizational choice” to be used only when it pertains to the result of a cultural-historical process, in which a society adopts the symbols, the values, and the ideals characteristic of a civilization, while its use for the purpose of validating a particular political, economic or cultural act of the day is inappropriate and is a sign of unreflected political prejudices, fears, and complexes.

Key words: society, culture, cultural tradition, ideology, civilization, civilizational choice, globalization.

Rhetoric and Communications E-journal, Issue 16, January 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

Read the original of the text (in Bulgarian)

Abstract: The paper argues that intercultural dialogue is shaped by an instrumental approach in the political context of United Europe. It traces the steps in the emergence and crystallisation of the term in political documents and institutional contexts. The current situation is also in the focus with the new European Commission starting its new five-year term. Based on the historical overview and the analysis of the institutional approach to intercultural dialogue three topics at European level are identified: the topic of New Europe, the topic of New Europeans and the topic of European cultural heritage.

Key words: intercultural dialogue, European integration, European Union, diversity of cultures, unity in diversity, topics of intercultural dialogue.

Rhetoric and Communications E-journal, Issue 16, January 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

Read the original of the text (in Bulgarian)