Влиянието на дигиталната гражданска култура и социалните медии върху съвременния PR
The Impact of Digital Civic Culture and Social Media on Contemporary PR

Author(s): Sergey Todorov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication process; digital civil culture; PR; public relations; social media; traditional media
Summary/Abstract: The influence of digital civic culture and social media on modern PR is significant, and in most cases, the role of traditional media is minimized – online users are not so actively informed by traditional information channels. Social media, to some extent transform understandings in traditional communication concepts such as the theory of Katz and Rosensfeld, the theory of the agenda of McCombs and Shaw, and the theory of the Spiral of Silence of Elisabeth Noelle-Neumann. In order for public relations to function effectively in modern society, it is important for an organization to use social media as an interactive channel for communication with both target and non-target audiences. Taking into account different opinions, attitudes and views is related to the concept of digital civic culture, which is the understanding that every user in the online space should be informed and be able to express their opinion. By analyzing various examples, it will be shown why monitoring and responding to public companies on social media is essential and why digital civic culture is an important phenomenon that every public relations professional should take into account. The empirical study will investigate the hypothesis of whether consumers are informed directly from social media and what the audience's perceptions are of digital civic culture.

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