SEMM705 Институциите на онлайн комуникациите


In the last fifteen years the Internet has gone from marginal to full communication environment. The way we communicate online has been attracting attention of researchers from a number of fields. This course aims to inform students with recent developments.

The most flexible approach to analyzing and understanding of online communications is applied in the course - the process of the transformation of online communication into an institution(s).

The course aims to introduce students to basic concepts of modern online communication, how to create appropriate content for Internet communication, consistent with the addressee and the medium through which they communicate, and how to analyze and edit content online.

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Бранд мениджмънт (на английски език)


ас. Георги Цонев  

Описание на курса:


The students successfully passed the course know the current scientific understanding of the nature of Internet communication and are able to apply a wide range of strategies for analysis and can independently select the adequate ones according to the type and nature of the analyzed material.
Предварителни изисквания:
• English B2 or higher,

• basic computer skills.

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

1. Defining institution and communication. Types of communication (direct spontaneous, deliberate direct, indirect spontaneous and indirect intentional). Communication channels in four types of communication.

2. Nature of online communications. Types: email, e-mail, multimedia message, IM, group chat, social networking forums. Publicity and Privacy in online communications.

3. The communication model of Roman Jakobson and its transformations in online communications.

4. Addresser in online communications. Identity(s) of the addresser. Publicity and anonymity of the sender. Nicknames and aliases in online communications. Signatures in emails. Pragmatic Axis "I - here - now" in online communications.

5. The addressee in online communications. Virtual and real addressees in online communication. Politeness (micropolitics) in online communications. Political incorrectness in online communications. Features of phatic expressions in online communication.

6. The message/utterance in online communications. Presuppositions and presumptions (or background knowledge). Emoticons in messages. Metalanguage messages in online communication.

7. Contextual references in online communication. Narrow and broad context. Andresser and addressee context. Communication failures if unsuccessful reference .

8. Conditions for the success of communication.

9. Construction of social institutions. Online institutions of communication - meaningful construction of social worlds.

10. Space, time and body in online communication - a level of reality of online institutions.

11. Internet communication and public opinion.

12. Generational talking about (in) online communication - stereotypes and power mechanisms.

13. The self-presentation online. Density of social self-representation - from speculative lack of identity to the virtual exhibitionism.

14. Creating content for social media - social networks, blogs, microblogs, based around a specific type of media content media. Internet media as institutions. Communicative situation of the new mass media.

15. (De)institutionalization of classical journalism. Analyzing user-generated content online - from software to discourse models.

Литература по темите:

Agger, B., Oversharing: Presentations of Self in the Internet Age (Framing 21st Century Social Issues), 2012, Routledge

Boyd, D. M., & Ellison, N. B. (2007), Social network sites: Definition, history, and scholarship, In: Journal of Computer-Mediated Communication, vol.13, article 11, Indiana University Press.

Jakobson R., "Closing Statement: Linguistics and Poetics," in Style in Language (ed. Thomas Sebeok), 1960

Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61—72

Standage, T. Writins on the Wall: Social Media - The First 2,000 years

Kaplan, A. M., & Haenlein - M. Users of the world, unite!

Kaplan, A., M. Haenlein - Social media: back to the roots and back to the future

DiNucci, D. - Fragmented Future.

J. v. Dijk - The Culture of Connectivity

Средства за оценяване:

Final grade can be formed by continuous assessment during the semester (by reaching 100% of the final grade) – the students choose 2 out of 3 assessments – case study (50% of the final grade), discussion (50% of the final grade), or a project (50% of the final grade).

If a student doesn’t reach 100% of the final grade, he/she should do a case study (50% of the final grade) or a project (50% of the final grade) during the finals’ session.