RUSSIAN NARRATIVES IN THE BULGARIAN MEDIA OF THE 21ST CENTURY

Abstract

Historical media images create stable mental images that persist even after political or economic changes, and it takes at least 10–20 years for them to change (the so-called “image inertia”). Once created, perceptions of countries tend to be self-reinforcing in any media, and media narratives about foreign countries persist even when data contradicts them. Since all Russian narratives in the Bulgarian media have a common source – the Russian online platform, the Foundation for Strategic Culture (FSK) – this organization should be carefully studied and, if possible, efforts should be made to limit its influence in Europe. Dozens of FSK texts with misleading and conspiratorial content have been widely distributed in recent years. In 2023 alone, Factcheck.bg identified over 70 such publications in Pogled.info, over 20 in Trud, seven in Blits, three in Glasovе, as well as individual texts on other websites such as Epicenter, Facts, Aktualno, Noviny247, and Inews.bg. Several main trends can be identified. The main topics cover such areas typical of Russian propaganda as the pandemic and vaccines, the war in Ukraine, the world economy, and the international order in general. Many Bulgarian media outlets continue to emphasize the historical proximity and cultural ties between Russia and Bulgaria, especially in the context of Bulgaria’s liberation from Ottoman rule. In the context of Bulgaria’s European integration and its NATO membership, some Bulgarian media outlets often present Russia as a geopolitical opponent, and Russia’s actions on the international stage are viewed through the prism of the interests of Greater Europe.Energy-related issues and Bulgaria’s dependence on Russian supplies are also reflected in the media, often in the context of discussions on energy diversification. Some media outlets focus on social and cultural aspects of Russian-Bulgarian relations, such as education, tourism and the Russian-speaking diaspora in Bulgaria. However, it should be noted that there is a wide range of opinions on Russia in Bulgarian society, and this diversity is also reflected in different media outlets. Some publications and journalists adhere to a pro-Russian orientation, while others take a more critical position, especially in recent years under the influence of Russian aggression in Ukraine after 2014.