Дигиталната мобилизация и трансформация на политическата комуникация: Протестите в България в края на 2025 г. като нов комуникационен модел
Digital Mobilization and the Transformation of Political Communication: The Protests in Bulgaria in Late 2025 as a New Communication Model

Author(s): Petya Kantareva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital political communication; social media; Generation Z; protest movements; digital mobilization
Summary/Abstract: The report aims to examine the transformation of political communication in the context of digitalization and increasingly developing social networks. The analysis focuses on social networks, which have become a platform for mobilization, and how a new communication model was created as a result. The empirical case study that is examined and analyzed is the series of protests from the end of 2025 in Bulgaria. The study aims to answer the question of what made Generation Z take to the squares and whether the short audio-visual content on social networks overturns all theoretical models or builds on existing ones. The results of the sociological study show how strong the influence of digitalization actually is. The analysis also draws attention to the risks that social networks bring, namely, how the protest was presented in society from different perspectives, including manipulative ones.

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