ABSTRACT
The difficulties in embedding genuine media ethics in Bulgaria are closely related to complications in the media system, its post-communist past and its journalism culture. The Bulgarian media have experienced severe problems when encouraging media independence and freedom. Several initiatives and studies have indicated that discussions on media accountability – both in terms of traditional and innovative mechanisms and practices – are rare and neglected. The inadequate regulatory framework, the lack of transparency of media ownership, the close ties between the media, business and politicians, alongside the lack of dialogue between stakeholders, are among the main challenges for developing a sound system of media accountability. The implementation of the new digital technologies can make media accountability mechanisms more open and efficient. Although technically conditions in Bulgaria are promising, media users need to become active citizens in order to vigorously pursue democratic values and demand accountability from media enterprises.
