Abstract:

Introduction:
Journalism today reflects the world around us and the media play an extremely important role in today's dynamic and increasingly complex societies. News circulates faster today than any other period in human history due to the abundance of sources. Commentary texts and heated discussions on all issues generate traffic and attract onlookers. The audience has potential access to an unprecedented range of sources of journalistic material. However, the interests of media content authors are not always protected. The balance between business, society, state is disturbed.

Methodology:
The following specific methods are used to achieve the purpose of the research and to solve the research tasks: statistical method, surveys, synthesis, graphic and tabular representation of the processed and summarized information.

Presentation:
This paper presents the results of an empirical study of the awareness of professionals working in the media industry and their attitude towards the use of intellectual property in the Republic of Bulgaria. The analysis presents the awareness and attitude of 202 specialists working in the media industry towards the use of intellectual property in modern media in the Republic of Bulgaria. The findings of the survey show that journalists are positive about the creation of courses, seminars, and other forms of training. The information society of the XXI century is accelerating the pace of development of human intellectual activity. Unique creative works are created in the fields of science, literature, and art. The work of the journalists who create them – the ones practicing this profession, remains hidden, unclear. In other words, the greater the number of medias, the less we know about journalists and the key features of their profession. The legal rights of the authors of creative products in the media are the rights of intellectual property. Intellectual property is directly related to the information contained in its objects, and in this sense the information sources on the Internet can be attributed to the objects of intellectual property.

Results:
The answers of the respondents working in modern media suggest that the journalists are positive towards the creation of a model for a strategy for the promotion of the intellectual legal aspects in the media industry. Changes are needed in terms of the legal infrastructure of the culture in the profession, as well as problem-oriented continuing education of media workers, which makes sense of the problems related to the protection of intellectual property on the Internet and is a direct link between training and raising competences and the change of their attitude towards the issue.

Conclusion:
The modern information society imposes new requirements on the competences and adequate knowledge of modern journalists working in media today. Legislation worldwide seeks to respond to these dynamics and not lag behind the changes and provide the necessary legal framework. For their part, newsrooms and journalistic organizations must create and implement intellectual property policy as an important and necessary tool to clarify copyright compliance with the issues that arise when providing journalistic products - traditional and online.

Keywords:

Journalism, media, copyright, journalistic products, media content, media industry.