‘The CNN effect’ in Eastern Europe ‐ does it exist?: The representation of the Kosovo conflict in the Bulgarian print media

Abstract

This article explores the controversial relationship between media and politics. In particular, it looks at print media reporting of large‐scale conflict and its possible link to foreign policy responses. The article examines the representation of the Kosovo conflict by the Bulgarian print media assessing the media‐policy interaction and testing established Western media‐policy models in a post‐communist context. The conclusions drawn relate first, to the suitability of models developed for the Western media outside of the Western context suggesting that their applicability is most likely specific to certain types of media systems and journalistic cultures. Second, the article argues that in the Bulgarian case, as opposed to the Western media, at this current stage of the post‐communist development of the media (or development of the whole society) they are not able to seriously challenge the government no matter how coherent, strongly held and well articulated, or on the contrary, inconsistent, uncertain and badly presented its policies.