The summer of 2007 marked the growing visibility of blogs and bloggers in the Bulgarian public sphere. A case in point was a spontaneous civic protest spurred by a decision of the Supreme Administrative Court to strip a territory in the south-east of Bulgaria (Strandja Mountain) of its status as a protected natural reserve. Young people and environmentalist groups went out in the streets to challenge the decision, their actions being organized and reported by blogs, websites and text messages. These brief but centrally placed and well-attended civic actions compelled not only the mass media, but also parliamentarians to put the issue on their agendas. This article analyzes the relationship between media messages and street action as well as the dynamics of inter-media exchanges and the profiles of the actors behind them.
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