Abstract:

Introduction:
Life is changing. The media occupy an increasingly significant part of society. In the 21st century, the world is a large village where information is a key tool for communication and knowledge. The author's work of journalists - the authors of media content, is not appreciated, it is even neglected. In a survey conducted among practicing journalists with many years of experience in newspapers, magazines, radio, television and modern online media, we ask questions related to intellectual property in the media industry and look for the most accurate answers to what needs to be done to increase the copyright competence of authors and users. It is because journalistic materials, such as works of literature, art and science, are protected by copyright. And their authors should receive a set of property and non-property rights. But this protection in theory differs from its practical application in the media.

The aim of the report is to examine the state of intellectual literacy of media workers, with a special focus on the relationship between theory and practice of copyright and its application in the media industry. The problem under consideration is extremely topical, partly discussed by other scientists, but not fully concluded.

Presentation:
The survey conducted among 202 respondents - active journalists, shows a serious gap in terms of knowledge about intellectual property and its application in the media. The prevailing opinion is that the training is not enough, there is a practice to use others’ content without indicating the source or quoting. The focus is on the view of the Internet as a free space in which everyone can use media content. It analyzes the state of the intellectual property curricula in higher education. It turns out that the problem is extremely significant due to the lack of training aimed at raising the culture of intellectual literacy among academia. And the need for a model to increase copyright literacy in the university environment is obvious.

Methodology:
Survey questionnaire includes both closed and semi-opened (by applying a 5-point Likert scale). Closed questions were analyzed using descriptive statistics, including the study of frequencies and percentages, and open questions are encoded by content analysis.

Results and academic reflections:
The findings from the survey allow reaching reasoned conclusions and views on improving the quality of training in the professional field of Public Communications and Information Sciences, especially in journalistic curricula offered by the universities in Bulgaria. The analysis of the data outlined three problem fields which need more attention from the academic staff and further improvements, presented below. There are summarized the measures concerning the updating of curriculum and learning content; the methodology of teaching and assessment; and for the effective interaction in the triangle: teaching - learning – practice, implemented in the universities, accredited in this field.

Conclusion:
The place of copyright and intellectual property in general in the media is exceptional. It affects the work of authors working in the media and in the journalistic profession. Because the role of journalism in the life of a social organism is important for society, it writes the modern history of the world.

Keywords:

Media, journalism, Intelectual property, copyright, Internet.