Конвергентни модели на комуникация между публични институции, медиите и обществото в епохата на дигитализацията
Convergent Communication Models Between Public Institutions, the Media, and Society in the Age of Digitalization

Author(s): Galina Mitkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: network society; hybrid media system; platformization; civic participation; local public sphere; digital trust
Summary/Abstract: Digitalization transforms not only communication channels but also the logic of public communication among institutions, media, and citizens. This paper examines convergent communication models as a structural outcome of digital transformation, in which institutional messages are shaped and reshaped at the intersection of official discourse, media mediation, platform-based visibility, and civic response. The study aims to analyze how these processes rearrange public communication at the local level. A qualitative analytical approach is applied, combining a theoretical review with a mini-case study of the Municipality of Dobrich, traced through the municipality’s official website, local media outlets, and publicly accessible social channels. The findings show that a multichannel communication environment expands access and visibility, but does not automatically ensure participation, comprehensibility, or trust. The significance of the study lies in proposing an applicable analytical framework for assessing public communication under conditions of digital convergence.

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