Milena Tsvetkova

Suggested Citation: 
Tsvetkova, Milena. Lies of the Reader: Disadvantages of the Sociological Research Methods for the Study of the Reading. European Journal of Contemporary Education, 2018, 7(1), pp. 190-213. DOI: ttp://doi.org/10.13187/ejced.2018.1.190
SCOPUS: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85044058366&origin=inward
ABSTRACT:
The research problems of this study are the difficulties in the explanation of the phenomenon of reading in its accelerated transformations by quantitative sociological methods, because of failure to comply with a number of factors: first, the social aspects of the purchase, consumption and possession of reading materials have not yet been reading; second, reading is both asocial and social activity; third, the reader is not social status, social class, social group or social role. Author's hypothesis: the most accessible and authoritative audience methods for study of the reading – sociological research methods, are unable to disclose the specifics of the reader and reading, they provide limited data only on the outer side of the reading activity, for its quantitative indicators but do not reach to the knowledge about the nature and the reasons both for the reading and not reading. The object of this study is the use of sociological research methods in the study of the reader and the reading. The purpose is to reveal the problems generated by the classical sociological research methods, which fed up the mainstream negativity towards the contemporary reading and hinder his objective knowledge. Methodology/approach: The study was conducted by critical analytical and synthetic approach, which involves a systematic review, comparative analysis of terminology and concepts and educational integrated research on the topic "Does my microgroup read?" among Bulgarians over 14 years (2003–2017). Findings: There have been found 15 disadvantages of the sociological methods of the study of reading, as a result of which, science can get a false picture of the reading situation of local and global level. These disadvantages are as follows: 1) research vs. survey, 2) sociological propaganda, 3) the effect of the crowd, 4) fear from the reader, 5) unrecognition of snobbery towards reading and the books, 6) connotations of the word "reading", 7) literature vs. book, 8) the index "free time", 9) reading in the consumer modality, 10) reading as demonstrative consumption, 11) undefined "reader", 12) the respondent lie, 13) the respondent resistance, 14) the prejudice "compulsory for reading", 15) absence of axiological balance. As an alternative to the sociological methods for obtaining of objective results in the study of the reading and the readers is proposed the integrated approach between qualitative sociological methods and the methods of cognitive neuroscience and bibliopsychology.
Keywords: reading sociology, reading statistics, education statistics, research methodology, sociological methods, sociological propaganda, linguistic substitutions, truth and falsehood in surveys, response bias, crowd.
JEL Classification: D83, I20, I21, J16, L82, M30, M31, O35, Z11

Suggested Citation: 
Tsvetkova, Milena, Compromise Duality between Mobile Reading and Stationary Reading: An Analysis of Culture of the Media Nomadism. Media Education. Journal of history, theory and practice of media education, 2018, Vol. 56, No. 1, pp. 159-167. Available from: http://ejournal53.com/en/archive.html?number=2018-03-31-14:21:29&journal=1
Web of Science: http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000430418100019
ABSTRACT:
The research is an attempt to answer the question how far the mobility manages to preserve the cognitive and the social status of the reader and to minimize the negatives of the "technological" reading. Object of the research: the new phase in the changes of the reader’s practices that have occurred with the massive use of mobile communication devices. By the notion "mobile reading" the author mark the perception of text from a portable or from a mobile digital device and with the notion "stationary reading" – the perception of text from a fixed medium as a print media and as a desktop device. Purpose of the research: to prove that the mobility is the newest, natural and indestructible stage in the evolution of the reading, within the frames of which are passing mixed transformations, inherent as a whole to the "culture of the nomadism". Methodology: there are used the methods of the analytic and synthetic processing of primary and secondary resources, the selective monographic method, analysis of combination of statistical data and information from a survey of the National Bulgarian Institute of Statistics for access and use of Internet and the results of two world researches – "Reading in the Mobile Era: A study of mobile reading in developing countries" of UNESCO and "Mobiles for Reading: A Landscape Review" of USAID and JBS. Hypothesis: the new format of the mobile reading (counterpoint of stationary reading) is not a random phenomenon, but a regular and cyclical metamorphosis in the evolution of the communications. Results: the analysis shows an approximately equal correlation between the positives and the negatives of the reading from mobile devices. The suggestion of the author is the reader’s behavior of the mobile citizen to be formed in "compromise duality" – the information, the data, the facts, the references can be assigned to "mobile" modalities, but the knowledge, the learning, the aesthetic delight of the text to be preserved in "stationary modality".
Keywords: studies of reading, reading education, reading as communication, media skills, reader’s behavior, changes of reading, reading evolution, reading in the mobile era, culture of the nomadism
JEL Classification: D83, I20, I21, J16, L82, M30, M31, O35, Z11

Suggested Citation: 
Tsvetkova, Milena, Антиманипулативна грамотност за четене на дигитални новини (Anti-Manipulative Literacy for Digital News Reading). Media and Social Communications. University of National and World Economy. 2018, Vol. 36.
Available from: http://www.media-journal.info/?p=item&aid=366
DOI: http://doi.org/10.5281/zenodo.1405087
ABSTRACT:
The study focuses on the latest ways to oppose the global threats imposed by digital news – online manipulation, misinformation and disinformation. The aim of the present study is to evaluate the relationships between the personal information literacy and the European approach for Tackling Online Disinformation, published by European Commission on 26 April 2018, proposed a series of measures to tackle the spread and impact of online disinformation. The author voices her scepticism about some of the proposed resolutions, namely: taking political measures, imposing media self-regulatory mechanisms, initiating state intrusion into media and internet regulation. As an alternative the author offers an individualistic approach to resolving the problems of each recipient – the reader, the spectator, the listener. Three possible solutions for anti-manipulative behavior have been formulated: targeting teens’ information bibliographic literacy enhancement, raising the digital bibliographic intelligence of active citizens, restoring the function of the librarian as filter.
Keywords: News Literacy, News Iliteracy, Information Literacy, Misinformation, Disinformation, Fake News, Online News, Anti-Manipulative Behavior, Bibliographic Intelligence, Libraries, European Commission, IFLA.
Note: Downloadable document is in Bulgarian.

Suggested Citation: 
Tsvetkova, Milena. The Revival of Long Reading: A New Multimodal Narrative Format. Postmodernism problems, 2018, Vol. 8, N2, pp. 246-275.
DOI: http://doi.org/10.5281/zenodo.1403939
Available from: http://ppm.swu.bg/volume-collection/volume-8-2/long-reading-revival-the-new-multimodal-narrative-format.aspx?lang=en
CEEOL: https://www.ceeol.com/search/article-detail?id=686961
The goal of this study is to specify nature, the " heart and soul " of a process referred to as a " long reading " , to indentify reasons for the interest in the so-called longread narrative formats, unexpectedly going up in times of obviously reverse trends, such as, for example, short and speed reading techniques. The key research findings indicate that longread formats are increasingly more and more popular, as these texts enable readers to keep out of the information pollution. The outcomes and conclusions are focusing on expanding the conceptional fields towards new policies stimulating reading and to more creative methods producing reading effects into the sphere of quality online journalism, education, publishing industries and popularization of science, at large.
Keywords:
reading, studies of reading, communication studies, multimodal reading, multimodal writing, longread format, long text, longform journalism

Suggested Citation:
Tsvetkova, Milena. The Speed Reading is in Disrepute: Advantages of Slow Reading for the Information Equilibrium. In: European Journal of Contemporary Education, 2017, Vol. 6, Is. 3, pp. 593-603. DOI: 10.13187/ejced.2017.3.593
RISC: https://elibrary.ru/item.asp?id=30394064
SCOPUS: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85029528688&origin=inward
ABSTRACT: 
The study is dedicated to the impact of the speed and the acceleration on the preservation of the information equilibrium and the ability for critical thinking in the active person. The methods about the fast reading training are subjected to a critical analysis. On the grounds of the theory for the information equilibrium and the philosophy of the slow media, is derived the relation "slow reading – information equilibrium". "Information equilibrium" is defined as "imposed by the information environment for natural and sufficient satisfaction of the individual needs, in the conditions of relative freedom." It is supported the thesis about the rethinking of the positives of the fast reading and the rehabilitation and active promotion of the universal literacy in slow reading. The need of promoting the slow reading in the context of the requirements for urgent mass training on information literacy and for critical thinking at times of misinformation, fake news and post-truth has been empirically drawn and grounded. The author's suggestion is to move to a stratified and subordinate redefinition of the goals of the information and the media literacy. The idea is to develop a standard for "profiled" or "niche" information literacy – for each category of person (age, professional) to be written the relevant "maximum program" that does not exceed the rational and the advisable towards their potential.
ACKNOWLEDGEMENTS: 
The author are thankful to the Sofia University Science Fund for the support under the Grant for the project “Scientific publications management” (contract No80-10-223/24.04.2017).

Suggested Citation:
Tsvetkova, Milena. Book-centered films - a social doping for the reading. In: Mediaobrazovanie = Media education:Journal of history, theory and practice of media literacy education, 55 (2017), 4, pp. 126-147. Available from: http://www.mediagram.ru/netcat_files/101/119/h_60bc7afd330deb152443f08c50627197
RISC: https://elibrary.ru/item.asp?id=30483441
Web of Science: http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000423899500012
ABSTRACT:
The study undertakes the problem of the social, political and the theoretically applied potential of the film representation of the characters of the book and the reading in the programs for the stimulation of reading. The zone of problematic is outlined – publishers do not know well the market of the films, film producers do not know the market of the books, investigators of the book do not know the landscape of the "audiovisual reading" , while the younger generation emancipated its attitude towards films and books – absorbs them through all media platforms; makes the connection between them; criticizes, shares, encourages, has permanent expectations. The thesis, which is defended is that the symbolic and metaphorical use of the motif of the book, the reading, the publishing, the bookstore or the library in screen arts continues to resonate with the themes of knowledge and power and in the digital age, and this can be used as "social doping" for the apathetic and the erratic readers. In this article, the expression "social doping" is used to describe positive licit stimulant. The aim of the study is to explain and argue the book-centered films as multimodal tool for improving of the education in reading and the policies of reading worldwide, especially in communities with a high illiteracy rate. An empirical research on movies for the period 1898-2014 is summarized, accomplished by filmographic analytical and synthetic approach. The results are aimed at expanding the conceptual scope of policies to promote reading and creative approaches of the book production, to promote competition and collaboration between the publishing and the movie companies. Proving book-centered films as a serious and prestigious social instrument is expected to raise the awareness and the exactingness of the readers to the publishing programs and to insist on investing in business models with multiplatform representations, cross-media and transmedia of the artistic content.
ACKNOWLEDGEMENTS:
This study was supported by the Sofia University Science Fund under the Grant (contract No168/08.05.2013) for the scientific project „Books and reading in audiovisual transmedia: Film database for empirical science of book”. Available at: https://liternet.bg/publish3/mtzvetkova/knigi-i-chetene/index.html

First published in (Suggested Bibliographic Citation):
Цветкова, Милена. Културните практики " четене " и " гледане " : Методика на паралелната авторефлексия. – In: Год. на Софийския университет " Св. Климент Охридски ". Факултет по журналистика и масова комуникация. Т. 15 [за 2008]. София, 2009, с. 61-81.

Abstract:
The study offers research methodic of dichotomy "reading – audiovisual perception" (or "reading vs viewing", "reading vs watching") of a book and its screen version, called methodic of media receptive auto reflective (auto projective) research. The main methods used are introspection and self-analysis. Perception and reception of a given literary work (book) and its screen version are being analyzed in two stages – on the level algorithm of a four phases communication (perceiving, understanding, rationalizing, and interpreting), and on the level basic cognitive processes (sensations, apperceptions, memory, thinking, imagination, emotional impact, attention).

Keywords:
reading, reader, view, viewer, screen version, filming, media perception, reading vs watching, reading vs viewing, book vs streaming media, words vs moving images

Note: Downloadable document is in Bulgarian.

Published Reference (Suggested Bibliographic Citation):
Tsvetkova, Milena I. Conflicts with the Reading and their Decisions through the Bibliopsychology. In: International Journal of Media and Information Literacy, 2016, Vol. 1, Is. 2, pp. 128–145.
URL: http://ejournal46.com/journals_n/1482839264.pdf
Web site: http://ejournal46.com/en/archive.html?number=2016-12-23-01:05:17&journal=2
Available at SSRN: https://ssrn.com/abstract=2900675

UDC (Universal Decimal Classification):
028:159.9/002:004

DDC (Dewey Decimal Classification):
028 Reading & use of other information media

LCC (Library of Congress Classification):
LB1049.9-1050.75 Reading (General)
Z1003-1003.5 Choice of books. Books and reading

Abstract:
A reason for this research is the 70th anniversary from the death of the first theorist of the reading Nicolas A. Roubakine (23th of November 1946), with which expires the period of protection of the copyright on his works and their transition into the public domain. The real aim of the analysis is identification of the actual problems in the field of the mass communication and reading, which can be solved with the method of the bibliopsychology, created by Roubakine at the beginning of ХХth century. The methods answers to the requirements of theoretical study with application of the methods deduction and extrapolation in the system „problem – decision“, accompanied by a secondary research conducted through selective monographic method, document method, scientific critics of sociological researches, secondary data analysis and overview of scientific publications, available in the libraries worldwide. They are lead fifteen sharply conflict zones in the sphere of the reading, those regulation and management requires bibliopsychological approach. During the process of the study are determined two unpopular contributions of Nicolas Roubakine towards the theory of the communications – he creates the communication formula with “The 5 W“ decades before Harold Lasswell and formulates the method of bibliopsychological archeology a half century before the appearance of the discipline media archeology. The possibilities of the bibliopsychology aren’t still used, although it is a subject of study of other sciences as library science, bibliography, psycholinguistics, linguistics, psychology. The modern attempts for development of this scientific discipline are insufficient. Very often the attention of the researchers is directed towards other sciences because the examined subject is considerably more complex.

Keywords: bibliopsychology, psychology of the reader, psychology of the book, sociology of reading, Nicolas Roubakine, Nikolaj Aleksandrovič Rubakin

Abstract in Russian:
Поводом исследования послужило 70-летие со дня смерти первого теоретика чтения Николая Александровича Рубакина (23 ноября 1946 г.), с которой даты истекает период защиты авторского права его произведений и становится возможным их переход в публичный домейн. Настоящая цель анализа – установление актуальных проблем в поле массовых коммуникаций и чтения, которые можно решить при помощи метода библиопсихологии, созданный Николаем Рубакиным в начале ХХ-ого века. Методика соответствует требованиям теоретического исследования с применением методов дедукции и экстраполяции в системе „проблем – решение“, вместе с сопровождающим вторичным исследованием, выполненным селлективным монографическим методом, документальным методом, научной критикой социологических исследований, анализом вторичных данных и обзором научных публикаций, доступных в мировых библиотеках. Выявлены пятнадцать остро конфликтных зон в сфере чтения, регулирование и управление которого требует библиопсихологического подхода. В процессе исследования устанавливаются и два неизвестных вклада Николая Рубакина в теорию коммуникаций – он создает коммуникационную формулу пяти „К“ десятилетия до Гарольда Лассуэлла и формулирует метод библиопсихологической археологии полвека до появления дисциплины „медийная археология“. Возможности библиопсихологии все еще не использованы на благо различных научных областей, несмотря на то, что она является предметом исследования и других наук, как библиотековедение, библиография, психолингвистика, язикознание, психология. Современные попытки развития этой научной дисциплины недостаточны. Очень часто внимание исследователей нацелено к другим наукам, так как предмет, который она рассматривает, значительно сложнее.

Keywords in Russian: библиопсихология, психология читателя, психология книги, социология чтения, библиологическая психология, Николай А. Рубакин

Цветкова, Милена. Бавното четене: нов тренд в информационната култура. - In: Библиотека, 2016, XXIII, №6, с. 298-313.
ISSN 0861-847X
Available at SSRN: https://ssrn.com/abstract=2905410
Available at CEEOL: https://www.ceeol.com/search/article-detail?id=613228

Summary:
The implementation of international standards for information culture give priority to the rapid creation of new, complex and interconnected literacy. This text investigates the apprehension for influencing the speed and acceleration of reading and critical thinking, a key building block for these standards. The author gives recommendation for implementing the practices of reading more calmly instead of distancing ourselves additionally by the types of literacy need for the modern life. Reasons are given for the necessity of stimulating a slower reading in the context of requirements of urgent education in information culture and creation of digital intelligence. The thesis is for rethinking the positive sides of speed reading and for renewal and active popularization of universal literacy for slow reading.

Key words:
information culture, media and information literacy, digital intelligence, speed-obsessed age, speed reading, slow reading, slow media, slow movement, time management

Резюме:
Внедряването на международни стандарти по информационна култура дава предимство на бързината при формиране на нова, комплексна и взаимосвързана грамотност. Този текст изследва опасенията относно въздействието на скоростта и ускорението спрямо четенето и критическото мислене, ключов конструкт в тези стандарти. Авторът дава препоръки за изпълнение на практиките на четене по-спокойно, вместо да ни дистанцират допълнително от грамотностите, необходими за динамичния ни живот. Предложена е обосновка на необходимостта от насърчаване на бавното четене в контекста на изискванията за спешно обучение по информационна култура и изграждане на дигитална интелигентност. Тезата е за критическо преосмисляне на позитивите на бързото четене и за обновяване и активно популяризиране на универсалната грамотност по бавното четене.

Note: Downloadable document is in Bulgarian.

Tsvetkova, Milena. The theory of reading of Roubakine – deficit in the digital age (70th anniversary from the his death). In: BBIA online (Bulgarian Library and Information Association - BLIA), 2016, Vol. 6, №4, pp. 21-24.
ISSN: 1314-7285

Цветкова, Милена. Теорията на четенето на Рубакин – дефицит в дигиталната ера (По повод 70-годишнината от смъртта му). In: ББИА онлайн, 2016, VI, №4, с. 21-24.
ISSN 1314-7285

URL (Bulgarian Library and Information Association): https://www.lib.bg/publish/Списание/Архив/2016/390-Год-VI,-брой-4,-август-2016

Note: Downloadable document is in Bulgarian.

Tsvetkova, Milena. Reading of empty media. – In: The Tenth International Conference on Eurasian scientific development. Proceedings of the Conference, September 02, 2016. Ed. by J. Ilyna. Vienna, Austria: East West Association for Advanced Studies and Higher Education GmbH, 2016, pp. 14-27. (116 p.).
ISBN–13: 978-3-903115-40-8; ISBN–10: 3-903115-40-1.
URL: https://ew-a.org/upload/iblock/56e/X-Eurasia_02.09.2016.pdf
Science Index: http://elibrary.ru/item.asp?id=27293632

Abstract: The research is dedicated to two questions: whether the media bearers without text, the books without letters and the entirely emtpty book could be called books and whether they could be readable. The medialogical analysis is oriented to the creative decisions for transformation of the emptiness or the silence into media, when the emptiness of the media body represents a metamessage about reading without eyes. It is made a systematical survey of a maximum wide spectrum of empty media – empty fine art, empty musical compositions, empty literary works, empty books, empty newspapers, empty pages. There were discovered 13 reasons about the existence of a total or partial emptiness in media.

Keywords: empty media, empty book, reading of sillens, white space, media studies, design challenges, visual jornalism

Tsvetkova, Milena and Eleonora Kalvacheva. The stolen book: communication significance beyond the criminal act. – In: Proceedings of the 4th year of Human And Social Sciences at the Common Conference (HASSACC-2016). Eds. S. Brown, S. Larsen, K. Marrongelle, and M. Oehrtman. Volume 4, Issue 1. Zilina, Slovakia: EDIS – Publishing Institution of the University of Zilina, 2016, pp. 46–52.
ISBN: 978-80-554-1270-2. ISSN: 2453-6075. CDROM ISSN: 1339-522X.
DOI: http://dx.doi.org/10.18638/hassacc.2016.4.1.197
Available at SSRN: https://ssrn.com/abstract=2900690
HAL: https://hal.archives-ouvertes.fr/hal-01687958

Abstract:
The research is an attempt to be made a reassessment of the phenomenon „theft of book“ in the foreshortening of the information-communication treatments, the theory of the feedback and the reflexive model of the communication. The theft of book is rationalized as reader’s reflexion and as a specific social resonance towards it. The research thesis is, that it is accumulated a critical mass of circumstances for liberation of the attitude towards the stolen book as a communication phenomenon and for its emancipation on the field of marketing and advertising. Based on retrospective document and discourse analysis are searched proofs about the positive connotation of the phenomenon „theft of book“ in the context of the concept of the book as a medium. In order to be revealed as objectively as possible the communication energetics of the act of the theft of book, the authors set aside from the criminal aspect of the phenomenon. The present text excludes from the subject of the research interest the crime theft, and also any action, causing material damage. The empirical examination the the thesis is accomplished through the method of the anonymous inquiry survey about the attitude towards the stolen book. The consultation was done twice – in 2013 and in 2016 among commonly 283 respondents, which represent widest range of active readers. The research supports and summarizes the changes in the mass connotation of the stolen book in the foreshortening of the communicative practice „reading“ and supports the formulation of proposals about relevant tactics and approaches in the marketing and advertising of the books.

Keywords: cleptomania, kleptomania, bibliokleptomania, biblioklept, stolen book, „most stolen book“ index, stealing book, theft of books, book thief, library theft, book as medium, feedback, reflexive model of communication, science of reading

Цветкова, Милена (Tsvetkova, Milena). Вызов для медиаобразования: Интерпретация кафедрального собора как кроссмедия (Media education challenge: Interpretation of the cathedral as a crossmedia): Глава 9. In: Современное образование: актуальные вопросы, достижения и инновации. Авт. коллектив. Под общ. ред. Г. Ю. Гуляева. Рец. Ал. Буров, Ирина Швец. Пенза: МЦНС Наука и просвещение, 2016, с. 149-162.
ISBN 978-5-9909144-5-2
Available at Science Index – eLibrary: http://elibrary.ru/item.asp?id=27167698
Available at SSRN: https://ssrn.com/abstract=2900720
Available at HAL: https://hal.archives-ouvertes.fr/hal-01697123
Abstract:
The object of this article is the communicational interpretation of the cathedral as architectural, religious and semiotic complex. On the basis of the definition for media in the characteristics of the cathedral are defined its two genealogical of each media components – content and form. The analysis of theoretical and empirical sources leads to determination of specter of four media functions – a) the cathedral as a media for the non-writing man, b) the cathedral as a proto-television, c) the cathedral as a prototype of the hypertext, d) the cathedral as a holographic library. The conclusion is that the cathedral from a communicational point of view is a crossmedia between spacious, plasticity and muse arts, between architecture, sculpture, music, drama, dance and literature. The cathedral "text" is a multimedia of expressive means for influence over all human senses.
Keywords: gothical cathedral, proto-television, proto-hypertext, crossmedia, visual reading, Fulcanelli, Heinrich Khunrath, Victor Hugo.
Note: Downloadable document is in Russian.

Tsvetkova, Milena. Anti-reading or transliteracy: The case of “silent” books, books for watching and picture-books (Анти-чтение или трансграмотность: Казусы „немых“ книг, книг для смотрения и картинных книг). – In: Humanities in the 21st century: scientific problems and searching for effective humanist technologies. 2nd edition: research articles. Science editor R. Draut. San Francisco, California, USA: B&M Publishing, 2016, pp. 99-111.
DOI: 10.15350/L_21/2/07
ISBN-10:1-941655-39-4; ISBN-13: 978-1-941655-39-9
Available at SSRN: https://ssrn.com/abstract=2900713
Available at HAL: https://hal.archives-ouvertes.fr/hal-01687969
Abstract:
The research on letterless and iconic books is done for the purpose of provoking a debate in the theory of reading for the actual modalities of reading beyond letter text. The position of the author is that this is one of the creative ways of thinking over a broader definition of reading, relevant to a complex digital environment and its poly-modality. Silent or “mute” books, eccentric books “for watching”, iconic and visual books, are summarized in the term “silent books”. The examples of cinematographic and storyboard approaches in the “optical” book-creation are defined as rehabilitation of the visual communication modality in the publishing art. Parallel to this in the media sciences is observed emancipation of iconicity as an object for reading. The narrative in pictures as well as the letter narrative requires literacy in order to be read. This is a new holistic type of literacy or transliteracy for communication with texts in plural modality with prevailing imagery and iconicity. The conducted synopsis is a proof that defining of the new transliteracy for managing with polyglotic and transmedia environment obligatory must be expanded in direction of non-letter perception or competence of visual reading. A definition of reading is proposed as a receptive process of indirect (media-based) informing, which is not dependent on the letter symbol and the visual analyzer.
Keywords: reading, reading of images, transliteracy, picture books, books for watching, “mute” books, silent books.
Note: Downloadable document is in Russian.

Tsvetkova, Milena. Display reading and mobile reader: regularity of the cyclic recurrence (Дисплейное чтение и мобильный читатель: закономерность цикличности). In: International Scientific Review, 2016, №16(26). XXIV International Scientific and Practical Conference „International Scientific Review of the Problems and Prospects of Modern Science and Education". Boston, USA, 08 October 2016, pp. 63-72. ISSN 2410-275Х
URL: http://scientific-conference.com/images/PDF/2016/26/displejnoe-chtenie-i-mobilnyj-chitatel.pdf
Science Index – eLibrary: http://elibrary.ru/item.asp?id=27000633

Abstract: The subject of the article is the social phase of modifying of the conventional static reading into a mobile display reading that came on with the global spread of smartphones and tablets. The methods of analytical and synthetic processing of the primary and secondary resources, the selective monographic method, analysis of statistical data and information from a survey in Bulgaria in 2015 and SWOT analysis of the results are used. The hypothesis that is checked is that the new format of the mobile reading is not accidental phenomenon but a natural phenomenon of a cyclic media metamorphosis. The SWOT analysis shows roughly an equally apportionment between the positives and negatives of the reading on mobile devices. The conclusion is that the reading culture of the mobile reader will have to be formed in a «compromise dualism» – information, data, facts, statistics can be entrusted to the «mobile» digital culture and knowledge, learning, aesthetic pleasure to be kept in the «static» culture of the reading in peace. The application of the analysis is focused on three categories of entities: producers of the content – in choosing a strategy of offering a commercial and free media content; intermediaries in education (teachers, school managers) – in choosing modern devices in training; any rational reader – in his choice of personal communicative behavior.
Keywords: mobile reader, display reading, reading text on a mobile phone, walking and reading, driving and reading, mediamorphosis of reading, SWOT analysis.

Аннотация: Цель. Исследование пробует дать ответ на вопрос, насколько мобильность успевает сохранить когнитивный и социальный статусы читателя и минимизировать негативы «технологизированного» чтения. Цель в том, чтобы доказать, что мобильность – новейшая, естественная стадия, которую нельзя обойти в эволюции читателя, в рамках которой протекают разносторонные трансформации, присущие в целом и культуре мобильности. Объект исследования – социальная фаза модифицирования конвенционального статичного чтения в мобильно дисплейное чтение, наступившая с глобальным распространением смартфонов и планшетов. Методология. Использованы методы аналитико-синтетической обработки первичных и вторичных ресурсов, селективный монографический метод, анализ статистических данных и информации опроса в Болгарии в 2015 г. и SWOT-анализ результатов. Гипотеза, которая подвергается проверке, состоит в том, что новый формат мобильного чтения не является случайным явлением, а есть закономерный феномен цикличной медийной метаморфозы. SWOT-анализ показывает приблизительно одинаковое распределение позитивов и негативов чтения с мобильных устройств. Результаты. Автор сделал вывод, что читательскую культуру мобильного читателя нужно формировать в «компромисном дуализме» – информацию, данные, факты, справки можно возложить «мобильной» дигитальной культуре, а познание, учение, эстетическое наслаждение сохранить в «статичной» культуре чтения в покое. Область применения результатов. Приложение анализа направлено на три категории субъектов: производители содержания – в выборе стратегии предложить коммерсиальное и бесплатное медийное содержание; посредники в образовании (учителя, школьные менеджеры) – в выборе современных устройств в обучении; любой рациональный читатель – в его выборе персонально-коммуникативного поведения.
Ключевые слова: мобильный читатель, дисплейное чтение, ходьба и чтение, вождение машин и чтение, медиаморфозы чтения, SWOT-анализ.

Note: Downloadable document is in Russian.

Tsvetkova, Milena. Document – book – semantic web: old science documentation`s contribution (Документ – книга – семантический веб: вклад старой науки о документации). In: Scientific Enquiry in the Contemporary World: Theoretical basiсs and innovative approach. 7th edition: research articles. San Francisco, California, USA: B&M Publishing, 2016, pp. 115-128 (226 p.). DOI: 10.15350/L_26/7/02. ISBN: 978-1-941655-38-2.
URL: http://library.colloquium-publishing.ru/index.php/L_26/issue/download/47/51
Science Index: http://elibrary.ru/item.asp?id=26900960
Available at SSRN: https://ssrn.com/abstract=2854529
Available at HAL: https://hal.archives-ouvertes.fr/hal-01687965
Abstract:
The key focus of the research is the contribution of the founder of the documentation science, Paul Otlet, to the evolution of communication technologies and media. Methods used: systematic-mediological approach to research in book studies, documentology, information and communication sciences, retrospective discourse analysis of documents, studies, monographs. The way in which Otlet presents arguments about the document “book” as the base technology of the universal documentation global network is reviewed chronologically. His critical thinking has been established: by expanding the definition of a “book”, he projects its future transformation in descending order - from The Universal Book of Knowledge (Le Livre universel de la Science) through the “thinking machine” (machine à penser), to its breakdown to Biblions, the smallest building blocks of written knowledge. It is proven that Otlet laid down the foundations of the concept of hyper-documentation and multi-sensor interface, by predicting the emergence of “sensory perceptible documents” and formulating the “sensory specification of documents”. Paul Otlet’s contribution to designing the “Internet” and the “Semantic Web” was discovered in his proposals from 1908 and 1934 for connecting a reading-room, a telephone and a TV set, and for remote servicing of customers by real librarians and bibliographers who work with classified and catalogued “ontology”.
Keywords: documentation, information science, Mundaneum, semantic Web, Web 3.0, Paul Otlet, Tim Berners-Lee.

Аннотация
Центральной темой исследования является вклад основателя науки о документации Отле в эволюцию коммуникационных технологий и средств массовой информации. Использованные методы: системно-медиологический подход к исследованиям в книгознании, документологии, информационно-коммуникационных дисциплин, ретроспективный дискурсивный анализ документов, студий, монографий. В хронологическом плане прослеживается способ, благодаря которому Отле аргументирует документ „книгу“ ,в качестве базовой технологии глобальной сети универсальной документации. Устанавливается логика его мышления: путем расширения определения „книги“ он проектирует ее будущие трансформации по нисходящей градации – начиная с „Универсальной книгой знания“ (Le Livre universel de la Science) проходя через „машину о мышлении“ (machine à penser) до ее декомпозиции на „библионы“ (Biblions), самые маленькие строительные блоки документированных знаний. Доказывается, что Отле закладывает основу и концепцию гипердокументации и мульти-сенсорного интерфейса, предсказывая появление „чувственно воспринятых документов“ и формулируя „чувственную спецификацию документов“. Вклад Полья Отле в проектировании „Интернет“-а и „семантического веб-а“ найден в эго идеях с 1908 и 1934 г. о пересечении читальни, телефона и телевизора и удаленное обслуживание пользователей живыми библиотекарями и библиографами, работающими класифицированной и каталогизированной „онтологией“.
Ключевые слова: документоведение, информационная наука, Mundaneum, семантический Web, Web 3.0, Поль Отле, Тим Бернерс-Ли.

Note: Downloadable document is in Russian.

Suggested Citation:
Tsvetkova, Milena I. Genesis and Foredoom of Digital Books. In: European Researcher. Series A, 2016, Vol.(109), Is. 8, pp. 468-477. DOI: http://dx.doi.org/10.13187/er.2016.109.468. URL: http://www.erjournal.ru/journals_n/1472641189.pdf
Цветкова, Милена. Генезис и обреченность дигитальных книг. European Researcher, 2016, 109 (8), pp.468 - 477. DOI: 10.13187/er.2016.109.468.
Available at Science Index: http://elibrary.ru/item.asp?id=26746435
Available at SSRN: https://ssrn.com/abstract=2900710
Abstract:
This research defends the thesis that digital books reduce the characteristics of the communication medium " book " and are transforming into " non-books ". Two aspects are traced: the foredoom to failure of the commercial (paid) digital book and the end of the digital book in the " book " category. Symptoms for the failure of the commercial digital book are the drop of growth in the market of e-books, the transformation of the book from goods into service, being free of charge, parental and teacher's resistance. Key factors in this resistance are compromising knowledge and teaching and violating readers' rights. The reason for the failure of the digital book in the " book " category is determined – the factor of manipulating the content as well as the formats. The conclusion is that investment policies should be directed at publishing of printed books, the designed innovations should be orientated towards the physical issue and to be introduces in the paper and the printing.
Keywords: digital book, ebook, book publishing, e-publishing, e-reader, future of books.
Note: Downloadable document is in Russian.

Tsvetkova, Milena I. The Shadows of Reading: Reasons for the Bad Results of Bulgarians in PISA studies. In: European Journal of Contemporary Education, 2016, Vol. (17), Is. 3, pp. 368-377. DOI: 10.13187/ejced.2016.17.368
SCOPUS: https://www.scopus.com/record/display.uri?eid=2-s2.0-85014002182&origin=inward
SSRN: https://ssrn.com/abstract=2900677
ERIC: http://eric.ed.gov/?id=EJ1116544 
DOAJ: https://doaj.org/article/72d9fba4cb09477fb525aadd5a98afec 
OAJI – Open Academic Journals Index: http://oaji.net/journal-archive-stats.html?number=2#
EBSCO - University of Science and Technology of China (USTC) - Chinese Academy of Sciences (CAS): http://en.ustc.findplus.cn/?h=articles&db=a9h&an=119070659 
Mediathek der Künste - HGK FHNW: https://mediathek.hgk.fhnw.ch/detail.php?id=doajarticle72d9fba4cb09477fb525aadd5a98afec&q=&page=0&pagesize=25 

Abstract:
The subject of this article are the factors and reasons for the bad results in reading of the Bulgarian 15-year-old students in PISA’s international studies. The reference points of the analysis are the critical results from the last four studies – 2000, 2006, 2009 and 2012. The aim of this analysis is to bring up for discussion unformulated topics and reading angles which have not been covered, which may explain the reason for the critical results in reading, including in the European Union as a whole. The goals of the report are to look for arguments and evidence in communication theory, in the conclusions of sociological studies and to summarize the factors which may lessen the ongoing preoccupation with “mass non-reading” or the “drop in reader’s literacy”. Eight reasons for the critical state of reading literacy have been drawn: 1) basic illiteracies which stem from the incorrect attitude towards reading as a cultural technology; 2) the stereotype “book = literature”; 3) the stereotype “book = paper”; 4) helplessness of sociological tools; 5) the manipulative side of reading; 6) the harmful side of reading; 7) reading mutations; 8) the erroneous statement “Young people do not read”. The scientists are presented with proposals to concentrate on two academic points: “Theory and practice of reading” classes on each educational level and focusing research efforts to improve readership culture of adults, including development of the so called “Acmeology of reading”.
Keywords: PISA,  reading  literacy,  functional  illiteracy,  sociology  of  reading,  psychology  of reading, reading professionals

Tsvetkova, Milena and Sashka Andrekova. The Right to Read Behind Bars: Access to Books and Libraries in the Prisons in Bulgaria. In: Russian Journal of Sociology, 2016, Vol. (4), Is. 2, pp. 62-73.
DOI: http://dx.doi.org/10.13187/rjs.2016.4.62
URL: http://www.ejournal32.com/journals_n/1474457472.pdf
Available at Science Index: http://elibrary.ru/item.asp?id=27001667
Available at SSRN: https://ssrn.com/abstract=2900679

Abstract:
The actuality of the research is justified by the lack of serious scientific, social and politically engaged interest in the subject of books and reading among prisoners, which could reflect on the whole society, with negative consequences. This topic has been neglected even at state level in the former socialist camp. A comprehensive picture of the reading in the penitentiary establishments in the world is absent. There is no empirical study on the reading in the places of imprisonment in Bulgaria after the end of the totalitarian period (after 1989). A research interest of the library keepers and of the experts from the public libraries to the problems of the reading in the prison libraries is absent. The aim of the study is to answer the question what is the level of the readers activity in the prisons in Bulgaria and what are the perceived material needs of the prison libraries to meet the reading right of the prisoners. The subject of the study is the access to books and libraries in Bulgarian prisons and the accompanying risk of information discrimination of the prisoner – the feeling of intellectual isolation from the books, the world is reading. Subject of a direct interest is the right of happiness through reading and the opportunities for the welfare of the imprisoned reader. For the first time, a recap of the status of the prison libraries and the readers activity among prisoners in Bulgaria after the democratic changes of 1990 to 2015 is presented.

Keywords: right to read, prison reading, access to books in prison, prison library, psychology of readers, sociology of reading

Die Paradoxien im heutigen Leseverhalten an Beispielen aus Bulgarien [Парадоксите в поведението на съвременния читател. Примери от България]: Vortrag beim Seminar “Lesen in der Epoche der Neuen Medien“, Goethe-Institut Bulgarien 2.-3. Dezember 2010 [Доклад на българо-немски семинар "Четенето в епохата на новите медии". София, Гьоте институт, 2-3.12.2010 г.]. В рамките на Сравнителен българо-немски проект „Читателски практики и читателски компетентности в дигиталната и медийна епоха”. Организации: Гьоте институт (София) и Академична лига за Югоизточна Европа (Southeast European League, София).
Keywords: reading, reading culture, sociology of reading, psychology of reading, changes in practices of reading.
Ключови думи: четене, читателска култура, социология на четенето, психология на четенето, промени в практиките на четенето.
Note: Downloadable document is in Bulgarian.

Keywords: seeking culture, reputation of bibliographic culture bibliographic research, book and media studies, culture of reading, readers.

Публикация  (Suggested Bibliographic Citation):
Цветкова, Милена. Търсещият човек: Репутацията на библиографската култура. – In: Сборник в чест на 70-год на проф. Марин Ковачев: Във връзка със 70-годишнината му: Материали от науч. конф., проведена на 14-15 окт. 2004 г. във Велико Търново. В. Търново, Унив. изд. Св.св. Кирил и Методий, 2005, с. 69-87.

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The article’s primary idea is to argue for the thesis, that the bibliography is a medium. The conclusion is that there are no traditions in this field in Bulgaria. The bibliography, as a common theoretical conception, is being labeled as a traditional model for mass communication (H. Lasuel and G. Maletzke), after that it is proved, that this particular bibliography is a medium, but not a mass media, not an instrument of mass communication. According to the genealogical approach and Marshall McLuhan’s theory the bibliography is an extension of human body and even an organic instrument.
Keywords: media, bibliography, bibliographic research, book and media studies, bibliographic culture, reading, readers.

Suggested Citation:
Цветкова, Милена. Библиографията като медия. In: Библиотека, 2005, №3-4, pp. 80-87.

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Key words: Book, Reading, Changing Reader, Updated Reader, Interior, Interior Design, Book Interior, Furniture Industry, Library Furniture, Furniture Books, Renaissance Intellectual Interior, Interior In Style "Reader".

Suggested Citation:
Цветкова, Милена. Ренесанс на интериора в стил „читател”. // Медии и обществени комуникации. Изд. УНСС; Алма комуникация, 2010, №6. Available from: http://media-journal.info/index.php?p=item&aid=110 

Note: Downloadable document is in Bulgarian.

The article explores and summarizes a trend in the modern political behavior – the offensive movement of books and book events as a political and PR instrument, the revival of the classic political usages of book and reading as prestigious cultural practices. Applied is the method of political bibliology containing the main thesis about the key role of media and particularly of the book in the political dramaturgy during the whole human history. What is shown is the active interest of political subjects in writing, publishing and giving books as gift. The author also draws/maps out a direct relation between political and ideological wars and publication of a particular type of PR or scandalous books. The analysis makes the distinction between two major types of books which play a central role in national and international political relations – opportunistics (conformist) and contestaions (radical) books. The result is a working spectrum version of fourteen "political-type" books: necessary books; image books; books-to-reputation; books-fetishes; books-presents; books-diplomats; book-project or program book; book-cause; book-alibi; book-revelation; book-compromiser; book-bait; book-firework; propaganda(PR)-books.

Key words:
book, reading, politics, book of/for politicians, reading of politicians and celebrities, political bibliologie, book typology, PR with books, “bestseller management”, “book diplomacy”.

Publications:
Цветкова, Милена. Нови политически употреби на книгата. In: Наука, 2005, №4, с. 52-60. http://mail.nacid.bg/newdesign/bg/index.php?id=5#ast2738 
Цветкова, Милена. Имиджов потенциал на книгата в политиката. In: Медии и обществени комуникации, 2009, №2. Available from: http://www.media-journal.info/index.php?p=item&aid=47

Note: Downloadable document is in Bulgarian.

Library as a basic educator Institute and the regulator in the "knowledge economy" and as a full university for candidates for power in the "knowledge society".

Suggested Citation:
Цветкова, Милена. Библиотеката – университет на новата власт. In: Библиотечната система на България: Юбилеен сб. на СБИР с доклади от Х национална конференция, проведена на 7 юни 2000. София, 2000, с. 29-33. Available from: http://www.lib.bg/index.php?option=com_content&task=view&id=174&Itemid=112 ; http://www.lib.bg/dokladi2000.doc 

Note: Downloadable document is in Bulgarian.

Key words:
science book, science media, lie-science, pseudoscience, junk science, pathological science, antiscience.

Suggested Citation:
Цветкова, Милена. Лъженаучната книга. In: Библиотека, 2005, №2, с. 27-36.

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Цел на студията е да проследи динамиката на т.нар. Право на обществено заемане (англ. Public Lending Right, PLR) и шансовете му за внедряване в България. Важно е да установим говори ли се за него, познава ли се, мисли ли се, настоява ли се за въвеждането му и каква е позицията на библиотеките. Ще се концентрираме върху причните, поради които у нас все още няма такава програма, и ще проверим как стои въпросът с прилагането на Директива 2006/115/ЕО, която го регламентира – дали като страна-членка на ЕС България е задължена да я приложи и дали ако не го направи я очаква задействане на наказателна продецура от страна на Европейската Комисия

Suggested Citation:
Цветкова, Милена и Бистра Иванова. Авторски хонорар за библиотечно заемане. In: Библиотека, 2011, №3, с. 35-47. В съавт. с Бистра Иванова. http://www.nationallibrary.bg/fce/001/0106/files/11_br-3_2011.PDF

Note: Downloadable document is in Bulgarian.

Тезата на доклада е, че промените в поведението на съвременният читател, поне в българското му проявление, могат да се обяснят с верига от 11 парадокса. Научното допускане е, че наблюдаваните явления обективно погледнато не са парадокси, а закономерни характеристики на променящо се с технологичната конюнктура читателско поведение, но дисфункциите в социологическата картина на четенето ги правят необясними и логично парадоксални. Причината е, че четенето за кратко време е еволюирало до степен да бъде трудно обозримо и неуловимо чрез конвенционалните за ХХ век научни инструменти. Предложението е да се предефинира и операционализира антропоморфното (и човекоцентричното) четене, натуралното, екологичното читателското поведение, ориентирано към технологичното бъдеще. За тази цел са формулирани осем идеи и решения.
Библиографски данни:
Die Paradoxien im heutigen Leseverhalten an Beispielen aus Bulgarien [Парадоксите в поведението на съвременния читател. Примери от България]: Vortrag beim Seminar “Lesen in der Epoche der Neuen Medien“, Goethe-Institut Bulgarien 2.-3. Dezember 2010 [Доклад на българо-немски семинар "Четенето в епохата на новите медии". София, Гьоте институт, 2-3 декември 2010 г.]. В рамките на Сравнителен българо-немски проект „Читателски практики и читателски компетентности в дигиталната и медийна епоха”. Организации: Гьоте институт (София) и Академична лига за Югоизточна Европа (Southeast European League).
Научна област: Социология на книгата и четенето
Професионално направление: Обществени комуникации и информационни науки
Ключови думи: четене, читателска култура, социология на четенето, психология на четенето, промени в практиките на четенето
Key words: reading, reading culture, sociology of reading, psychology of reading, changes in practices of reading
Публикация  (Suggested Bibliographic Citation):
Цветкова, Милена. Парадоксите в поведението на съвременния читател: примери от България. // Хоризонти: Ел. журнал. Изд. НИС при СУ "Св. Климент Охридски". ISSN 1314-5169. 01.11.2011, №1. Available from: http://nis-su.eu/Common/PublicPapers.aspx?JournalId=1

Keywords: experiments in public communications, creative communication, single-use meduim, toilet newspaper, toilet book, publications on toilet paper, media printed on toilet paper.

Suggested Citation:
Цветкова, Милена. Публични комуникации върху еднократни медии. In: Медии и обществени комуникации. Изд. УНСС; Алма комуникация. 2016, №27. Available from: http://media-journal.info/?p=item&aid=304

Note: Downloadable document is in Bulgarian.

A model of the edition 'The Invention of Hugo Cabret' by Brian Selznick, a book that used visualization - pictures and words to carry the story, rather than words alone, and a representative example of the book as the perfect antidote to digital media.

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Рaper clothing – a seemingly unexpected combination between art and innovations. The clothes made of paper and print media seem to be a peculiar meeting point between print graphics, paper, art, design and fashion. The entire biography of paper clothing spans over a period of more than 50 years and is a tale of the cultural kinship and the difference between paper and fabrics; of pop-art and the creative geniuses from the 60s; of the obsession for disposable goods; of paper’s advertising functions; of the relationship between paper fashion and the Japanese paper art; of the optical illusions in fashion; of the sound that paper makes when rustling and being torn to pieces.

Note: Downloadable document is in Bulgarian.

Suggested Citation:
Цветкова, Милена. Дрехи от хартия, облекла за четене. In: Polygraphy (Полиграфия) , 2015, №6, с. 38-41. URL: http://polygrafiamagazine.bg

Book Review.
Note: Downloadable document is in Bulgarian.
Part:
http://www.lib.bg/publish/%D0%A1%D0%BF%D0%B8%D1%81%D0%B0%D0%BD%D0%B8%D0%B5/%D0%98%D0%B7%D0%B1%D1%80%D0%B0%D0%BD%D0%B8-%D1%81%D1%82%D0%B0%D1%82%D0%B8%D0%B8/363-%D0%90%D0%BA%D0%B0%D0%B4%D0%B5%D0%BC%D0%B8%D1%87%D0%BD%D0%B0%D1%82%D0%B0-%D0%B1%D0%B8%D0%BE%D0%B1%D0%B8%D0%B1%D0%BB%D0%B8%D0%BE%D0%B3%D1%80%D0%B0%D1%84%D0%B8%D1%8F-%D0%BD%D0%B0-%D0%BF%D1%80%D0%BE%D1%84-%D0%9C%D0%B0%D1%80%D0%B8%D1%8F-%D0%9C%D0%BB%D0%B0%D0%B4%D0%B5%D0%BD%D0%BE%D0%B2%D0%B0-%E2%80%93-%D0%B2-%D0%BF%D0%B5%D1%87%D0%B0%D1%82%D0%B5%D0%BD-%D0%B8-%D0%B4%D0%B8%D0%B3%D0%B8%D1%82%D0%B0%D0%BB%D0%B5%D0%BD-%D1%84%D0%BE%D1%80%D0%BC%D0%B0%D1%82

Suggested Bibliographic Citation:
Tsvetkova, Milena. Predictions for media of Paul Otlet. In: BBIA online, 2015, Vol. 5, №2, pp. 31-40.
ISSN 1314-7285
Цветкова, Милена. Медийната прогностика на библиолога Пол Отле. // ББИА онлайн, V, 2015, №2, с. 31-40.
ISSN 1314-7285

Note: Downloadable document is in Bulgarian.

Part: http://www.lib.bg/publish/%D0%A1%D0%BF%D0%B8%D1%81%D0%B0%D0%BD%D0%B8%D0%B5/%D0%98%D0%B7%D0%B1%D1%80%D0%B0%D0%BD%D0%B8-%D1%81%D1%82%D0%B0%D1%82%D0%B8%D0%B8/316-%D0%9C%D0%B5%D0%B4%D0%B8%D0%B9%D0%BD%D0%B0%D1%82%D0%B0-%D0%BF%D1%80%D0%BE%D0%B3%D0%BD%D0%BE%D1%81%D1%82%D0%B8%D0%BA%D0%B0-%D0%BD%D0%B0-%D0%B1%D0%B8%D0%B1%D0%BB%D0%B8%D0%BE%D0%BB%D0%BE%D0%B3%D0%B0-%D0%9F%D0%BE%D0%BB-%D0%9E%D1%82%D0%BB%D0%B5

In her article about the end of the ebook, Assoc. Prof. PhD Milena Tsvetkova follows two aspects of the theory: the end of the commercial (paid) ebook and the end of ebook as a category of "book". In her analysis of the symptoms and causes from which they originate, the author reaches the conclusion that the investment policies should be directed towards the traditional publisher of printing production and innovations should be introduced in the paper and in the print.

Suggested Citation:
Цветкова, Милена. Краят на електронната книга. In: Полиграфия, 2014, №4, с. 18-22. URL: http://polygrafiamagazine.bg
Other:
Цветкова, Милена. Краят на електронната книга. In: Либерален преглед, 02.02.2015. Available from: http://www.librev.com/index.php/prospects-technology-publisher/2630-2015-02-02-12-12-41 

Note: Downloadable document is in Bulgarian.

On the basis of media archeology, the author of this article – Assoc. Dr. Milena Tzvetkova studies the Bulgarian trace in global book publishing. It is made clear with the help of the four notable book printing anniversaries we celebrate in 2016. However, we are also observing a sorrowful trend –
printing industry and book publishing are indebted to the reader from the digital century.

Summary: The text is about the problems how to explore the reasons and factors in with we choose the books. The main aim is to verify the hypothesis for the opportunity to provide and manage the reader's choice. There is an expert questionnaire about the bibliopsychological typing of the book as an object of interest for the unique psychological personality. The main thesis is based on the  Bibliopsychology by Nicolas A. Roubakin and the symmetry between individuality and uniqueness of the reader and the individuality and uniqueness of the book, presented in his monograph “Among books” (1906). In this study, Rubakin’s theory is related to the psychological concept of Emile Hennequin about the psychological relationship or psychological symmetry between author and reader. The conclusion is that if the professional in his practice (educator, publisher, librarian, bookseller) learns to compare a given qualities of the book with similar qualities to the readers, he will understand what kind of books, on what type of reader, under what conditions, and at what point will be necessarily "low of Hennequin". 

Key words: bibliopsychology, book matching, biblio-counseling, biblio-guidance, readers, psychology of reading, psychology of the reader, psychology of the book, reader's interest, reader's choice, choice of books, testing to predict reader's choices, manage choice of books for reading, Nicolas A. Roubakin, Emile  Hennequin 

Резюме:
Студията е посветена на проблема за опознаването на мотивите и факторите на изборът на книги. Целта е да се провери хипотезата за възможността да се предвиди и управлява читателският избор. Предлага се експертен въпросник за библиопсихологична типологизация на книгата като обект на интерес на уникалната психологична личност. Основата теза в студията стъпва на библиопсихологията на Николай А. Рубакин за симетрията между индивидуалността и неповторимостта на читателя и индивидуалността и неповторимостта на книгата. Тази теория е изложена в монографията му „Сред книгите” (1906). Прибавена е психологичната концепция на Емил Хенекин за психическото родство или психическа симетрия между автора и читателя. Изводът е, че ако в практиката си професионалистът (педагог, издател, библиотекар, книготърговец) се научи да съпоставя дадените качества на книгата с аналогичните качества на читателите, ще разбира какви книги при какъв тип читател, при какви условия и в какъв момент задължително ще се задейства „low of Hennequin”. 

Ключови думи: библиопсихология, подбор на книги, библио-консултиране, библио-ориентиране, читатели, психология на четенето, психология на читателя, психология на книгата, читателски интерес, читателски избор, избор на книги, тест за предсказване на читателския избор, управляване на избора на книги за четене, Николай А. Рубакин, Емил Хенекин.

Note: Downloadable document is in Bulgarian.

Note: Downloadable document is in Bulgarian.

Summary: За един университетски преподавател е важно да узнае в първите си контакти със студентите какви читатели са, как и какви текстове четат. А за да разбереш какъв читател е някой, накарай го да пише. На същия принцип колегите от Великотърновския университет вече легитимираха една слабост след средното образование – грамотността по български език, по български правопис и решиха да въведат в учебните планове на всички специалности задължително " поправително " обучение. В приемния изпит за специалностите от направлението на обществените комуникации в Софийския университет – журналистика, връзки с обществеността и книгоиздаване, един от критериите за оценяване е показаната обща култура. Лично аз вече 13 години не съм установила кандидатстудент да знае какво е "обща култура". Системната ми работа по академични задачи със студентите ме убеждава, че пропуските в средното образование са много повече от посочените дотук. Имам предвид основни за високо технологичния ХХІ век социални и граждански грамотности. В зависимост от завършеното средно училище мнозинството студенти са частично ограмотени или съвсем неграмотни в няколко сфери.

Suggested Citation:
Цветкова, Милена. Фактори „убийци” на четенето. In: 4Publishing, 2013, №4, pp. 59-63. Available from: http://4publishing-bg.com/%D1%84%D0%B0%D0%BA%D1%82%D0%BE%D1%80%D0%B8-%D1%83%D0%B1%D0%B8%D0%B9%D1%86%D0%B8-%D0%BD%D0%B0-%D1%87%D0%B5%D1%82%D0%B5%D0%BD%D0%B5%D1%82%D0%BE

Note: Downloadable document is in Bulgarian.

Suggested Citation:
Цветкова, Милена. Награди за читателя – тактика в медийните войни за печелене на вниманието. In: Журналисти по теория, журналисти на практика: Дневник на третия Медиен панаир 1-5 декември 2008 г.: Медиен плурализъм и медийно разнообразие. София, 2009, pp. 207-216.

Note: Downloadable document is in Bulgarian.

S. Eizenstein in his research called “Perspectives” discovered the spiral return to a new step for world viewing.
He was referring to the invention of the civilization called “cinema”, which rehabilitates the perspective and the images in movement. Later on - another civilization creation - the television posed such a big threat to the balance of the cultural medium that a great number of media-ecological movements and trends were formed. The discovery of Eizenstein is reinforced even today: “the civilization of image” is at a turning, after which begins the spiral “return” of the “civilization of books”, of course at a new step.
And this new step is namely the computer culture, which is also placed on the peak of the “cultural pyramid”. By looking at the layers of the spiral of evolution on the cultural pyramid we can trace the mechanism, leading to the rehabilitation of practices of the written culture with their metamorphoses - “computer page”, “digital text” and “screen reading” (see the picture).

Milena Tsvetkova. The Paradoxes of the Information Culture (Version post-print). New Publicity Almanac, 2000. DOI: http://doi.org/10.5281/zenodo.1410664
ABSTRACT: Based on the meaning of information as a subjective concept, "information culture" defines the degree of individual perfection in the work with the information one needs - finding it, decoding it, saving it, processing it, systematizing it, the creation of new knowledge, communicating it in the form of information and its practical use. The elitist information culture includes also bibliographic, or informationsearch, culture, which forms the style of the "one who knows where knowledge is hidden" who experiments with methodological knowledge about the path to the needed information. In general, "information culture" overlaps with the concept "digital culture". With the present development of the two contradictory trends – information overload and information blackout – which lead to the paradox "increasing ignorance in the conditions of information overflow", we need to remember Plato's intellectualism in order to take today's user out of the lethargy of the controlled, unlimited and uncritical consuming of information and direct him towards an ecological communicative behavior.
Keywords: information society, society of knowledge, information overload, information overflow, information blackout, information hygiene, ecological communicative behavior

Suggested Citation:
Tsvetkova, Milena. The Great Fear of the Readers. In: LiterNet, 13.07.2010, №7 (128). Available from: http://liternet.bg/publish3/mtzvetkova/readers-en.htm
Available at SSRN: https://ssrn.com/abstract=3221929
Available at HAL: https://hal.archives-ouvertes.fr/hal-01851093
The reading bear the great cultural responsibility not to allow the mass communication to serve the individual sovereignty contra-adaptive and anti-manipulative under the pressure of the mass and the unifications.The reader cultivates in himself a tendency to counteracting, anarchism, self-confidence, optimism and information superiority. These are vested functions of reading as „dangerous“ mental process. Referring Police Unit for Combating Organized Crime’s operation “blocking the pirate book distribution in Internet through “chitanka.info”. On the 22th of June 2010 Bulgarian Police Unit for Combating Organized Crime hit the Internet-based network for distributing contents chitanka.info. The police was alarmed by multiple sources including The Bulgarian Book Association, The Union of Translators in Bulgaria, and different publishing houses. The action was claimed a success in the fight against Internet piracy.
Keywords:
reading studies, altered reader, right to read, copyright, free culture, intellectual freedom, libraries, UNESCO, Bulgaria, Internet piracy.

Suggested Citation:
Tsvetkova, Milena. The Book in the Project of „Asymmetrical Civilization“. In: LiterNet, 10.07.2006, №7 (80). Available from: http://liternet.bg/publish3/mtzvetkova/asimetrichna_en.htm
To what extend books and reading can be included in the project of the “asymmetrical civilization”? The point is, that the book by nature is politically active, because of the fact that along with many other functions the reforming function is inherent to the book. Often it has invisible, but definite role in the personal, public and global projects. In global aspect it turned out that reading will present the overall surprises.
Keywords : impact of new media in the reading culture, reading on paper and screen, class distinction, social separation, literacy, reading studies, book studies, asymmetric information, asymmetry, reading habits.

The article's primary idea is to argue for the thesis, that the book is in fact a medium. The conclusion is that there are no traditions in this field in Bulgaria. The book, as a common theoretical conception, is being labeled as a traditional model for mass communication (H. Lasuel and G. Maletzke), after that it is proved, that this particular book is a media, but not a mass media, not an instrument of mass communication. According to the genealogical approach and Marshall McLuhan's theory the book is an extension of human body and even an organic instrument. N. A. Rubakin's bibliopsychological theory argues that the book is a reactive for the reader, the connotation is psychical, not a physical phenomenon. The anatomical incision of the book shows, that it is a universal media, which has gathered in itself a large number of submedia. There are lawgoverned rules, which prove the stability and the future of the book as a media. In conclusion the author gives a new definition for the concept "book". Her proposal supports the eventual creation of a new Charter of the book for the XXI century.

Suggested Citation:
Цветкова, Милена. Медиаспецифика на книгата. In: Годишник на Факултета по журналистика и масова комуникация към СУ "Св. Кл. Охридски". ISSN 1311-4883. Vol. 10 [2002]. София, 2003, pp. 43-73. Прил.: Харта за книгата (UNESCO, 1972).

Note: Downloadable document is in Bulgarian.

Suggested Citation:
Tsvetkova, Milena. How the Computer Vindicates the Culture of Reading. In: Nauka (Science). ISSN 0861-3362. 2002, 12(3), pp. 48–53. DOI: http://doi.org/10.5281/zenodo.1439138
Available at HAL: https://hal.archives-ouvertes.fr/hal-01851094
Each new form of culture – from the first culture of the spontaneous, live communication, written culture and audiovisual culture to the current phenomenon of virtual culture – is a generator of some form of sign transformation -not only in the cultural layer of civilization, but also in the individual cultural skills and characteristics. Audiovisual culture, for example, legitimizes itself through the technical novelties for maintaining and transmitting images and sounds (television, video and multimedia). It provides a new medium for fixing and translating of cultural information, not only additional information, but also an alternative to its superior -verbal-written communication; the visible result of this metamorphosis can be seen in two major aspects: Firstly: we can talk of " duplication of the cultural medium " – that is all cultural products have an audio-visual expression, the written and audio-visual texts exist as mutually translatable, relative equivalents of the " prototext " and Secondly: a pluralistic cultural medium appears and what we have in this medium is a " peaceful co-existence " of texts of different nature. Audiovisual culture and the cultural practice have delineated the pluralistic tendencies of the cultural medium (feedback, eclectics, postmodernism) – which, according to many humanitarians have not produced anything particularly new but have resulted in a paralysis of the achievements of the written " veteran-cultural " and making-up or simply collating of the already discovered technologies and manners, and a certain " quoting " of the classical means by new technical ones.
Keywords:
new literacy studies, theories and models of reading, pyramid model, information literacy, reading literacy, media literacy, history of reading, history of writing, media evolution, mediamorfosis, evolution of reading

The study examines the transformations in media offering and media consuming on a new stage of culture called easy-culture; it irretrievable changes the media conjuncture. The Easy-Culture pulls the world surrounding us closer to the human ideal – “ergonomic-made environment”. It hides the enthusiasm and addiction to technical inventions – they make our everyday and social life lighter, easier, simpler – as well as the coming back of the “easy usage”.  Words such as easy, simple, quick, efficient, short, light, easily, free become key terms to the „easy-culture” as ideology of the new media behavior, particularly of the new reading culture on the stage “reducing the complexity”. The easy-culture is distinguished as a „counter-culture”, identified are its risks and advantages. The young generation of readers is defined as a generator of the easy-wave in media consuming.
Suggested Citation:
Tsvetkova, Milena. Difficult Media and Easy-Culture. In:  Media and social communications, 2008, №1. Available from: http://www.media-journal.info/index.php?p=item&aid=15

This declaration of the principles which should guide the treatment of books, both nationally and internationally, has been adopted by the international professional organizations of authors, publishers, librarians, booksellers and documentalists.
Translated in Bulgarian by Milena Tsvetkova.
Sources:
Charter of the Book. – Paris: UNESCO Publishing, 1972.
Charter of the Book. – In: UNESCO Bulletin for Libraries, 26, 5, Sep-Oct 1972.
The Book Hunger. Ed. by Ronald Barker and Robert Escarpit. – UNESCO Paris: Harrap London, 1973, p. 151-155.

Published Reference (Suggested Bibliographic Citation):
Цветкова, Милена. Книги на въображението : методика за учебни проекти "Моята книга мечта" и "Алтернативни тела на книгата". Авт.-състав. Милена Цветкова; [ред. Вида Делчева]; [снимки Анна Николова ... и др.]. София: Факултет по журналистика и масова комуникация, Софийски университет "Св. Климент Охридски", 2013. 204 с. ISBN 978-954-8194-81-5
Available at CEEOL: https://www.ceeol.com/search/book-detail?id=683029
UDC
002.19(075.8)
655.4/.5(075.8)
Subject Headings:
1. Books. Writings
2. Publishing. Book Trade

ABSTRACT:
This is an educational publication, intended to cover the university demands in the fields of academic disciplines, such as book studies and reading, of book-knowledge and book-publishing industry, which are taught courses at the Faculty of Journalism and Mass Communication, Sofia University, Bulgaria. It is a collection of creative concepts and designs produced by the students, studying Book publishing and Creative Communication, MA Program, FJMC, Sofia University. The concise review represents 6 stages of project activities occurred in a 6-year time period (2007–2013); it consists of totally 77 educational projects of 76 university students; one of them participated with 2 original projects consequently in two ‘Post-Gutenberg Book’ Annual Student Competitions. Methodology and findings of the project lab-experiment concerning both concepts – ‘My Book-Dream’ and ‘Alternative Book Bodies’, have been bases on the notion that in the field of book studies, similar to each other scholarly field, a futuristic creative thinking should be developed. Methodology, due to the educational tasks’ creative nature, is recommending design activities to be organized around the imagination techniques. The usage of this approach requires an interactive relationship between the book knowledge and visual anthropology, visual sociology and architecture anthropology and emphasizes on the very strong influence of artificial lifestyle environment (e.g. hybrid products such as book-alley, book-sleeping room, book-building, book-furniture, etc.) on human psyche and behaviour. Students interpret their projects in the frame of the norms and from the standing point of the standards they learned about during the taught course named ‘The Book as a Media’; it occurs a kind of visualization of the cohesion between the reader and the book (an intimate act of reading) or a subjective image of the ideal reading (the environment and the channel needed for the text perception). Creative interpretation of the book as an object stimulates the process of producing its objective associations and metaphors as book-aphorisms. The contribution of this publication refers to the application of specific methods for visual and spatial thinking while developing futuristic creative art abilities and skills in the respective field. Each separate project may become a reason numerous discussions to be held out, for ex. debate concerning such questions as what would be the image of the future book and how will it function tomorrow?; what would be the new opportunities to carry on, pass on, interpret and create information?; what would be the new content management forms?; what is the chance for the visual book based on the universal international language – the visual one, to survive, having in mind the background of the many voices and many languages of the multiple cultures (in synchrony with the popular cases concerning book-polylingua and wordless or ‘mute’ books)?; what is the chance of the space-figurative book as a counterpoint of the present flat two-dimensional carrier – the print sheet of paper or the display (as a reflection of the spherical book or book-globe, the dream of the renown film experimentator Sergey Eisenstein), etc. Each producer and publisher would be able to use this publication in order to develop creative projects and innovative ideas of his/her own. The publication may provoke initiation of new research directions and new ways to rethink this key technology of knowledge verbalization and memorization – the phenomenon called THE BOOK.
Keyword: book science, book research, media studies, scientific studies of reading, creative communication, media reception, book as a media, publishing projects
Note: Downloadable document is in Bulgarian.

Suggested Citation:
Tsvetkova, Milena. Reading as Communication Echo: Scientific Model of the Reader’s Feedback Research. Reviewers Prof. DSc Milko Petrov, Prof. DSc Lubomir Stoykov; Editor Karina Sabanova. Saarbrücken, Germany: Lambert Academic Publishing, 2017. 120 p. ISBN: 978-620-2-07007-2
WorldCat: http://www.worldcat.org/oclc/1017039587

ABSTRACT:
The conception of the reading as a “communication echo” (feedback) allows being derived a formula of Energy conversion efficiency (ECE) of the book. The conclusion is that a book of high efficiency is the one that systematically provokes feedback and the one that is in the continuous dynamics of a spiral communication cycle and cascade reactions from readers. An applied contribution of the study is the algorithm for studying of the reader's feedback with a book. The algorithm is applicable both to the ecosystem of the book and other content industries as well as to the purposes of the political communications. The conclusion of the research is that in the resonance field (the field of reading as feedback) is passing an inversion process: the reader becomes from recipient an initiator who generates new spaces for full of matter and market use of the book (in the field of education, the tourism, the advertising, the goods and services industry etc.) and continues the process of revalorization of the book as a basic cultural media. Practical implications: Useful and interesting for scientific researchers, publishers, booksellers, and librarians.

KEYWORDS:
reading as communication, sociology of reading, feedback monitoring, medialogic approach, resonant model of communication, spiral model of communication, model of the pyramid, Matryoshka model, book as medium, impact of the book, reach of books, Energy conversion efficiency, publishing workflow, content industry, media and cultural
industries.

ACKNOWLEDGEMENTS:
This study was supported by the Sofia University Science Fund under the Grant of the scientific project “Scientific publications management” (No80-10-223/24.04.2017).

The "Biobibliography" of Assoc. Prof., PhD Ljuben Atanasov (1935-1999) is the first complete bibliographic research on the works and books by and on Bulgarian librarian, researcher and translator on aphorisms, editor and author on aphoristic collections. He is author of "Encyclopedia of Aphorisms" (1998). In the preface Prof. D.Sc. Andrey Pantev analyzes his activities and contributions as an explorer and scientist. The present publication includes 229 bibliographic entries of publications by and about Ljuben Atanasov, accomplished by the end of the year 2001. Indexes considerably increase the reference-information value of the book. The book will be useful for students, lecturers and researchers in the fields of library science, bibliography, book science and the science of reading of their development in Bulgaria.

UDC
016:92
02(497.2)(01)
92 Атанасов, Любен Димитров

Subject Headings:
1. Атанасов, Любен Димитров, 1935-1999 - библиографии
2. Библиотечно дело - България - библиографии
3. България - библиотечно дело

Предговор:
Пантев, Андрей. Благородството да създаваш за другите. // Цветкова, Милена. Любен Атанасов: Био–библиография. София: Gaberoff, 2001, с. 5-6.

Suggested Citation:
Tsvetkova, Milena, Любен Атанасов: Биобиблиография (Ljuben Atanasov: Biobibliography) (2001). Available at SSRN: http://ssrn.com/abstract=2831207 or http://dx.doi.org/10.2139/ssrn.2831207

Note: Downloadable document is in Bulgarian.

The book outlines systematically the rules for citations in research papers in different scientific fields. The purpose of the author is to define and synthesize the citing process as standard, as style, and as referent methods. The book is based on the current international and Bulgarian standards for writing and publishing of scientific works with proper use of references and citations.
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Contents:
http://qopac.nbu.bg/XEON_Linked_Documents/Cataloging/Sadarjania/2016/08/233861.pdf
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Suggested Bibliographic Citation:
Цветкова, Милена. Цитирането : стандарт и стил. Науч. ред. Веселина Вълканова; Рец. Иванка Мавродиева. - София : Библиоскоп, 2013. - 305 с. : с табл., сх. ; 21 см. - (Sapienti sat) Загл. на англ. ез.: Citing standard and style. - Науч. ред. отбелязана в библиогр. каре ; Авт. на предг. отбелязана на с. 8. - Homo Citans / Андреана Ефтимова: с. 7-8. - Библиогр.: с. 297-301. - Рез. на англ. ез.

UDC
001.81
028.6
002.19

Subject Headings:
1. Научноизследователска работа – методи на изследване и техника на писане.
2. Четене
3. Книгознание

The Book Evolution in footage

Appendix in:
Umberto Eco, Jean-Claude Carrière, Jean-Philippe de Tonnac. This is not the end of the book = Nʼespérez pas vous débarrasser des livres. Illustrations by Maria Bratoeva. Sofia: Enthusiast Publishing House, 2011, pp. 379-383.
ISBN: 978-954-2958-02-4.
COBISS.BG-ID 1244929252: http://www.bg.cobiss.net/scripts/cobiss?command=DISPLAY&base=99999&rid=1244929252&fmt=11&lani=bg

Note: Downloadable document is in Bulgarian.

Figure 15 from the monography „The book as medium“ = „Книгата като медия“ (2012).
Illustrations by Maria Bratoeva.
ISBN 978-954-2958-68-0
Web site: http://book-as-media.enthusiast.bg
Funding: Bulgarian National Science Fund (BNSF) = Фонд "Научни изследвания" при Министерството на образованието, младежта и науката, Република България.

Note: Downloadable document is in Bulgarian.

URL: http://book-as-media.enthusiast.bg/figura

Lecture "Books in the TV studio", Sofia University St. Kliment Ohridski, Faculty of Journalism and Mass Communication.
Available at Internet Archive: https://archive.org/details/BooksInTheTvStudio-Lecture
Note: Downloadable document is in Bulgarian.

Internet Archive. 2016
Presentation, 2009-2016.
Sofia University St. Kliment Ohridski, Faculty of Journalism and Mass Communication, Department of Communication and Audiovisual Production.

Keywords: empty media, empty book, empty newspaper, empty first page, white space, white page black page, reading of sillens.

Note: Downloadable document is in Bulgarian.

Die Paradoxien im heutigen Leseverhalten an Beispielen aus Bulgarien [Парадоксите в поведението на съвременния читател. Примери от България]: Vortrag beim Seminar “Lesen in der Epoche der Neuen Medien“, Goethe-Institut Bulgarien 2.-3. Dezember 2010 [Доклад на българо-немски семинар "Четенето в епохата на новите медии". София, Гьоте институт, 2-3 декември 2010 г.]. В рамките на Сравнителен българо-немски проект „Читателски практики и читателски компетентности в дигиталната и медийна епоха”. Организации: Гьоте институт (София) и Академична лига за Югоизточна Европа (Southeast European League, София). 2010.

Note: Downloadable document is in Bulgarian.