How much media accountability in Bulgaria, Poland and Serbia? A comparative approach to online innovations

Significant changes that occur in the new social and media environment create real opportunities for renewing some traditional approaches to media, including the concept of media accountability. This study emphasises the main tendencies and current discussions on self-regulation and media ethics in an era of social change and technological development in selected countries in Central and Eastern Europe. On the basis of available literature as well as in-depth interviews carried out with Bulgarian, Polish and Serbian policy-makers, media managers, journalists and media researchers in November 2010 and December 2010 several trends with respect to the emergence and development of innovations online have been observed. Firstly, the paper aims at defining the notion of media accountability as well as legitimacy of existing practices and institutions. Secondly, an in-depth analysis of the development of new media platforms and Internet users’ culture further helps to define some of most significant examples of external and internal practices, strategies and cases in a sense of response for the quality of publication in the online space. Finally, research on the usage of social networks and blogs, as well as on practices fostering actor transparency, production transparency and the level of media responsiveness help to define the current stage and future directions for media accountability development. What are the political, professional and public “frames” of media accountability and transparency? What instruments supporting media accountability have emerged and how can they make media organizations more accountable and transparent to the publics? How can online media respond for the quality of publication? What are the challenges and opportunities created by new media and technologies in Central and Eastern Europe