MASS MEDIA RELATIONSHIP AND ITS SIGNIFICANCE FOR THE FINANCIAL STATUS OF THE MUSEUMS IN BULGARIA

Abstract

Modern museums are dynamic institutions with a number of functions imposed, which requires financial and manual endeavours. The state subsidies, grants and other types of support are insignificant and thus the responsibility for collecting, preserving and promoting the cultural heritage is actually shifted to the museums. The current report aims at clarifying the role of advertising by means of mass media – television, radio, newspapers and the internet, for increasing the earnings from the museum activities.
Key Words: museum, cultural heritage, mass media, advertisement, earnings