Marrëdhëniet publike në epokën dixhitale
Public relations in the digital epoch

Linguistic and cultural influences

Summary/Abstract: Public relations are a sub-branch of communication sciences. In the recent years, in Albanian speaking area in the Balkans, researchers have done a good job for a deep study of the framework of this important communication profile. As seen in the studies, public relations, as they come mostly from American and British culture, brought to Albanian culture a special language, therefore a structured Albanian jargon, mainly translated from English language. Specialists and the researchers of public relations, may ëork more for the “Albanization” of this field of study and practice. Beside the knowledge recourses in English, which have a tremendous effect in other languages, another important factor is also the development of the technology. As called also digital era, technology has a great impact in the public relations. This impact, also has its own effects on the society. Public relations are an important field of public communication of Albanian societies in the Balkans, therefore, they should be more structured based on the elements of national culture and also in forming and protecting the Albanian language, as the main tool in the construction and realization of these relations. Also, technology, as a supporter and promoter of economic and social development, should be used based on these linguistic norms as a cultural element of Albanian societies.

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