Уебсайтовете на българските общини като инструмент за институционална комуникация: анализ на достъпността, прозрачността, е-услугите и дигиталното взаимодействие
The Websites of Bulgarian Municipalities as a Tool for Institutional Communication: Analysis of Accessibility, Transparency, e-Services and Digital Interaction

Author(s): Gabriel Deyanov
Subject(s): Politics / Political Sciences, Economy, Business Economy / Management, Governance, Public Administration, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital communication; local government; e-services; institutional PR
Summary/Abstract: The article examines the digital communication of local government institutions in Bulgaria through their websites, using content and comparative analysis with 4 categories and 25 measurable criteria that establish their accessibility, transparency of information, the possibility of electronic services and digital communication interaction. The study includes 25 Bulgarian municipalities of all types, covering most of the country. The choice of the topic stems from the importance of municipalities in the daily processes of society, as the discovered deficits in digital interaction with their audiences are contrary to the normative and communication norms that institutions of this rank should follow. The results of the study complement the theory of institutional PR, in particular understanding the structure, methods and importance of the communication activities of local government.

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