Трансформация на журналистиката и конструиране на парасоциални отношения в дигиталните медии
Transformation of Journalism and the Construction of Parasocial Relationships in Digital Media

Author(s): Lora Vitkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital journalism; parasocial relationships; social media; audience engagement; algorithmic personalization; media trust
Summary/Abstract: Over the past two decades, the media landscape has undergone a transformation driven by the evolution of digital platforms. Effective communication is achieved by combining traditional and digital channels and adapting content formats to the requirements of each platform. The media landscape is becoming increasingly dynamic and interactive. Digitalization is also changing the structure of journalism. Audiences on social media have the tools to be active participants in the communication process, creating and sharing content. At the same time, algorithms regulate and personalize content according to each user’s interests, which influences the perception and interpretation of journalistic content.

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