Comunicarea strategică - evoluție și confuzii teoretice în definirea conceptului
Strategic communication – evolution and theoretical confusions in defining the concept

Summary/Abstract: In the current geopolitical landscape, marked by hybrid threats, social fragmentation, and a steadily declining level of trust in democratic institutions, strategic communication plays a significant role; however, its effectiveness depends on the clarification and rigorous adoption of a coherent conceptual framework. In its first stage, this article examines the evolution and problematization of the concept of strategic communication, starting from the premises generated by the multiple security crises of recent decades. Subsequently, the paper highlights the manner in which strategic communication has been theorized and institutionalized as a response to transformations in the security environment, contexts in which crisis communication alone proved insufficient. The article then explores academic approaches to the concept, emphasizing the diversity of disciplinary perspectives and the absence of a unified paradigm, which has led to a conceptual expansion that is difficult to delimit. Within this framework, the final part of the analysis focuses on the existing theoretical confusion and identifies several of its underlying causes. The article argues for the necessity of conceptual and methodological clarification, essential for consolidating strategic communication as a coherent and credible instrument within the architecture of contemporary security, one that must evolve beyond reactive practices and become a systemic pillar of national and transnational security.

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