| Summary: | The media are positioned as increasingly important factors in the people civilization formations, competing with the family environment, the education system and other socializing agents. The study of the content aspects of the media ecosystem and the attitudes created for its key manifestations presented in this article is the study of the real role of the media in contemporary Bulgarian society.
The purpose of this article is to to reveal the state of the media ecosystem, highlight its environmental problems and trends, and pave the way for future research by using the quantitative and qualitative methods (representative content-analytical research on 900 media units from traditional and online media in a special representative sample and a focused interview among 23 leading scientists and media practitioners).
It is an attempt to search for the answers to the key questions that the founder of the media ecology, Neil Postman (2006) puts, namely: What are the moral consequences? ; Are the consequences more humane or anti-human? "We, as a society, earn more than we lose, or lose more than we earn?
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