Abstract:

Introduction:
The media actively participate in the dissemination of and bringing to every citizen the set standards in every sphere of life, to influence, educate, impose patterns of behavior and help them become an element of behavior turned into traditions. In the modern world, freedom of speech in the media is an open door to infringements of intellectual property rights, in particular the copyright of citizens. What is the copyright literacy of students in university education, how can it be increased? These are some of the questions we are looking to answer with an analysis of a survey under the project "Model for research and increase copyright literacy at the media in the university environment", funded by the National Science Fund of the Ministry of Education and Science of the republic of Bulgaria, led by Eng. Evelina Lyubomirova Zdravkova-Velichkova, PhD. The aim is to study and summarize the opinion of the students on the topic of the project.

Presentation:
As part of the research, a survey was conducted among 455 students at 8 universities, where journalism, communications, arts, law are studied. The questions in the survey examine how often students make critical analysis and evaluation of the information and media content in the media they follow; To what extent are they interested in media copyright issues; To what extent does the profession for which they study in higher education require knowledge in the field of copyright and intellectual property? Some of the questions examine the trust in the press, the thematic preferences of students as readers and their attitude to mixing serious information with gossip news and copyright competence as a prerequisite for higher awareness of modern users of media content. In the obtained results it is established and confirmed the tendency that copyright is not sufficiently represented in the curricula of higher education. The analysis show that media, as an invariable element of the modern everyday life of students, plays a huge role in their views and opinions. It influences, sets patterns, sets trends. Its role is to inspire attitudes, to build ideas, to give opportunities. Intellectual property rights with a focus on copyright in the media are little represented in curricula. This requires a new model of training on communication with the media and increasing copyright literacy. The conclusions are directly related to the formation, validation and update of students' attitudes to intellectual property in the media and the resulting attitudes and evaluations of the media.

Conclusion:
The university audience needs to be trained on media copyright issues. The merit of the research is that it re-evaluates certain facts about the media and examines familiar phenomena from new aspects. The obtained research results confirm the importance of the problem of copyright literacy in the university environment, the way the media is perceived by students, their attitude to modern media. In all this, the interest in changing the curriculum is justified, and the current study is the basis for creating a model through which to increase the copyright competence of students.

Keywords:

Media, copyright, intellectual property, university, higher education.