The roundtable ‘Cultural Heritage: Media, Presentation, Publicity. UNESCO Safeguarding and Cooperation Policies’, organized by the Regional Centre Sofia – UNESCO in partnership with the Department of ‘Media and Public Communications’, UNESCO Chair in Media and Information Literacy and Cultural Policy for Sustainable Development, and the Center for Media Studies, Audiovisual Policy and Cultural Industries ‘Assoc. Prof. Dr. Bilyana Tomova’ was held in UNWE on the 24th of March 2025. The event brought together representatives from the media, the government, various governmental and non-governmental institutions, professors, and students, and was officially opened by Dr. Irena Todorova, Executive Director of the Regional Centre Sofia – UNESCO, Assoc. Prof. Dr. Maria Vodenicharova, Vice-Rector for Research (UNWE), and Dr. Diana Andreeva-Popyordanova, Director of the Center for Media Studies, Audiovisual Policy, and Cultural Industries “Assoc. Prof. Dr. Bilyana Tomova.”
Assoc. Prof. Dr. Maria Vodenicharova greeted the participants on behalf of the Rector, Prof. Dr. Dimitar Dimitrov, and wished everyone success in seeking solutions for the preservation of cultural heritage. Dr. Irena Todorova expressed her gratitude to UNWE for hosting the event and to Dr. Diana Andreeva-Popyordanova for choosing the engaging topic of the round table discussion. She focused on the UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage from 2003, which has been ratified by almost all countries worldwide and serves as a primary instrument for shaping national policies aimed at preserving intangible cultural heritage (ICH). Developing eligible policy, establishing competent authorities and stimulating research, as well as creating educational programs and cooperating with the media are among the leading goals for increasing public awareness and interest, primarily among young people. ‘Without the active role of the media, intangible cultural heritage cannot be preserved, and sometimes these topics are not covered accurately, there is even disinformation, leading to the escalation of public sentiment.’ Said Dr. Irena Todorova.
The moderators of the meeting were Dr. Mirena Staneva, an expert from the Regional Centre Sofia – UNESCO, and Dr. Diana Andreeva-Popjordanova. Dr Popjordanova explained the proposals they made to amend the Law on the Protection and Development of Culture with annual commitments of public media towards tangible and intangible cultural heritage. Cultural themes should receive more attention and greater content coverage in the public media. Dr. Staneva presented the main challenges in the interaction between media and the living heritage, which are related to the need for balanced media coverage that emphasizes the values in traditions, not just their entertainment aspect.
At the roundtable, topics related to ensuring the publicity of cultural heritage were discussed:
- Media coverage of intangible cultural heritage in Bulgaria
- Institutional communication on tangible and intangible cultural heritage
- Media and information literacy on the topic of intangible cultural heritage
- International positioning of cultural heritage
- ‘New’ traditions and living legacies
During the discussion, it was pointed out that there is frequently an emphasis on the attractive aspects of intangible cultural heritage without the media exploring the core of cultural practices and their context. It was highlighted that the primary target group in policies for safeguarding ICH are young people, who play a crucial role in transmitting heritage to future generations. Often, young people lack interest in traditions and customs, and targeted efforts are needed to attract their attention to this topic. In this context, the media, through their various channels and platforms, have the capacity to generate interest and respect for traditions and customs in a manner that resonates with and is comprehensible to younger audiences.
In conclusion, it was noted that the media should be a key partner of the state, local authorities, cultural organizations, educational institutions, and local communities in the processes of preserving living heritage. However, it is necessary to establish mechanisms for collaboration on this topic, such as forums and roundtables, as well as joint initiatives for creating content on ICH with active participation from stakeholders.