Bulgaria leads the world in terms of the number of deaths from COVID-19 per capita and ranks among the least vaccinated nations. Research conducted in 2021 and 2022 reveals that Bulgaria has one of the lowest percentages of media and health literacy among European countries. The inadequate strategy to inform the population about the virus, characterized by a pyramidal model with the National Operational Headquarters at the top, contributed significantly to the refusal to take the pandemic seriously, non-compliance with measures, and vaccine hesitancy. The limited information disseminated by the authorities, coupled with the inherent mistrust towards them and institutional skepticism deeply embedded in Bulgarian folk psychology, played a significant role in the unfortunate outcomes mentioned above. The infodemic further exacerbated divisions within the population, amplifying marginalized positions and baseless conspiracy theories.
Both traditional mass media channels and social media contributed to the confusion, failing to prioritize scientific facts and instead giving equal importance to verified data and false claims. In this study, we aim to identify the weaknesses of the Bulgarian media by employing research methods such as literature review and analysis of specific cases. By drawing upon effective practices from other countries through comparative analysis, we intend to propose suitable solutions tailored to the Bulgarian reality. Implementing voluntary reforms in the media sector and improving media and health literacy among the population are undoubtedly crucial steps towards addressing these challenges.
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