Визуалната комуникация на телевизионните брандове в дигитална медийна екосистема: Възприятие, доверие и разпознаваемост
Visual Communication of Television Brands in the Digital Media Ecosystem: Perception, Trust, and Recognition

Author(s): Leda Tsvetkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: visual communication; television brands; brand recognition; trust; brand identity
Summary/Abstract: In the contemporary digital media environment, television brands are undergoing a significant transformation – from traditional broadcast channels to multi-platform communication structures. This transformation affects not only the models of content distribution but also how brands are perceived by audiences. In conditions of information overload, visual communication – encompassing logos, color, schemes, graphic design, and video content –emerges as a key factor in capturing attention and establishing initial contact with the audience. The present study aims to analyze, based on a survey, the role of visual communication in television branding and the extent to which in influences brand recognition and audience trust. Particular emphasis is placed on the distinction between visual impact and content credibility, as it is within this tension that the contemporary perception of media brands is formed.Visual communication; television brands; brand recognition; trust; brand

• Details
• Contents