THE TWO FACES OF ONE MAGAZINE. ABOUT THE BULGARIAN-SERBIAN CHILDREN’S MAGAZINE “FARCHE”

Abstract

This article examines the positioning of the bilingual, Bulgarian-Serbian, children’s magazine “Farche” in the context of the digital transformation of the modern media environment. It is emphasized that new technologies do not replace traditional media forms, but lead to their coexistence and functional adaptation. In this sense, “Farche” is analyzed as a media product that integrates print and digital formats and is tailored to the specific needs of the modern children’s audience. The magazine functions as a cultural-mediating platform with a clearly expressed mission to preserve and represent the linguistic and cultural identity of the Bulgarian minority in Serbia, as well as to stimulate intercultural communication. Through various sections, interactive forms and active participation of readers, it supports the development of reading habits, creative competencies and educational practices among children.