Видимостта на съдържанието от обществен интерес онлайн като задача на правото на ЕС

Александър Николов

doi:10.60060/MLg.2026.19.78-96

Authors

Alexandar Nikolov Sofia University "St. Kliment Ohridski"

DOI:

https://doi.org/10.60060/MLg.2026.19.78-96

Keywords:

media pluralism, discoverability, algorithmic intermediation, EMFA/AVMSD, user interfaces

Abstract

The media serve as a “public watchdog” in democratic societies. However, this role has become increasingly undermined in the digital environment by algorithmic intermediation and commercial incentives. This publication examines how EU law responds to these challenges through the Amsterdam Protocol, Article 7a of the Audiovisual Media Services Directive (AVMSD), and the European Media Freedom Act (EMFA). Drawing on the historical evolution of the concept of public interest – from Aristotle’s philosophical understanding to McQuail’s media-centered approach, as well as the regulatory experience of the United Kingdom and Germany, the analysis highlights the broader European need to ensure adequate online visibility for content that serves the public interest.

Legal and Regulatory Sources

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European Parliament and Council (2018) Directive (EU) 2018/1808 amending Directive 2010/13/EU (Audiovisual Media Services Directive) (OJ L 303, 28.11.2018, p. 69).

European Parliament and Council (2024) Regulation (EU) 2024/1083 establishing a common framework for media services in the internal market (European Media Freedom Act) (OJ L, 2024/1083, 17.4.2024).

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Author Biography

Alexandar Nikolov, Sofia University "St. Kliment Ohridski"

Aleksandar Nikolov is a PhD student at the Department of European Studies, Faculty of Philosophy, Sofia University “St. Kliment Ohridski”, in the field of Political Science, under the supervision of Prof. Nelly Ognyanova. His doctoral dissertation, Industry Practices for Implementing the European Union Requirement for the Visibility of Public Interest Content Online, explores the interaction between the EU, media organizations, digital platforms, and audiences within a platform-driven media environment, as well as the strategies through which public interest content can fulfill its democratic functions. His research interests focus on European media regulation, media pluralism, and media formats that enhance engagement with public interest content.

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