Le présent travail étudie le mouvement écologique en Bulgarie (1987-2014) comme un représentant typique et spécifique des nouveaux mouvements sociaux. Il s'agit de questionner en particulier les rapports qui lient l'écologie, la politique et l'engagement. L'évolution du mouvement est observée dans sa continuité historique, au niveau macro (dans sa relation avec les enjeux politiques majeurs de notre temps), au niveau méso (dans son contexte structurel et culturel) et au niveau micro (celui de l’individu engagé). L'approche générale est interdisciplinaire, elle réunit histoire politique, anthropologie, sociologie, philosophie et psychologie. L'analyse fait combiner méthodes qualitatives et comparatives et quantitatives. Le mouvement écologique en Bulgarie est un acteur sociopolitique d'un nouveau type qui a ancrage profond et une dimension éthique et politique. En tant que mouvement contestataire et trans-partisan véhiculant une “politique citoyenne” authentique opposée à “la politique politicienne” du statu quo, il fait promouvoir une culture civique participative; la personnalité humaine y joue un rôle fondamental. Il apparaît également comme un des facteur de la démocratisation de fait de la vie politique du pays après la chute du régime totalitaire. Le mouvement se construit en espace de dépassement de la politique héritée du siècle passé annonçant la nécessité d'une nouvelle «politique planétaire», fondée sur de nouvelles synthèses de valeurs et de pratiques. Par ailleurs, il reflète une attitude particulière envers la nature liée aux spécificités de la culture nationale. / This study examines the Green Movement in Bulgaria (1987-2014) as a typical and specific example of the New Social Movements. It focuses on the interconnection between environmentalism, politics and participation. We present the movement along with its evolution and analyse it on three levels: macro (through its relation to the most important contemporary issues, phenomena and processes); meso (in the national context during the past three generations); and micro (through the prism of individuals and their experience). Our general approach is interdisciplinary, combining qualitative, comparative and quantitative methods. Bulgaria’s green movement is a citizen and political movement of a new type. In the context of the New Social Movements, it is an actor of challenging the status quo; a moral corrective of the power, which implements a genuine ‘citizen environmental politics.’ Secondly, it introduces and fosters New Culture and New Politics based on a novel set of values, practices and behavioural models: one where the individual is essential. Thirdly, it is one of the pillars of Bulgarian civil society, a key factor in democratizing the socio-political life. Last but not least, it is a vehicle of an Eco-humanism originating in the specific environment that gave birth to the citizens’ movements in Eastern Europe under the totalitarian regimes and during the Democratic Transition. It also embodies a specific national attitude towards nature, traditionally stemming from peculiarities of Bulgarian culture.

This thesis investigates the potential of transmedia storytelling to engage the public in climate action through a detailed examination of the transmedia project “The YEARS Project”. Employing the transmedia design analytical and operational model by Gambarato et al. (2020) and the engagement model by Elizabeth Evans (2019), this study combines both frameworks to develop a new model focused on transmedia activism. The research identifies how the integration of diverse narrative techniques in the project and multimedia platforms can enhance awareness and mobilize action among audiences, whilst also highlighting significant challenges that limit its effectiveness and global reach. Accessibility challenges, such as subscription requirements and language barriers, coupled with a US-centric approach, limit the project's global applicability and restrict content primarily to English-speaking audiences targeting mainly the Global North. Further, the project lacks dedicated community-building platforms beyond social media and clear calls to action within the frame of the project's core, the documentary series. By proposing a model for transmedia activism, this thesis provides valuable insights and strategic guidelines for practitioners aiming to design factual transmedia storytelling projects that drive civic action and thereby enhance the under-researched field of transmedia activism.

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