Визуална комуникация и институционална четимост в дигиталната среда на публични и частни болници в България
Visual Communication and Institutional Readability in the Digital Environment of Public and Private Hospitals in Bulgaria

Author(s): Stanimira Pashova
Subject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: hospital websites; visual identity; information structuring; accessibility; patient orientation; institutional trust; competitiveness in healthcare
Summary/Abstract: In the context of digital transformation, hospital websites are becoming a key environment for access to information, patient orientation, and the formation of institutional trust. However, the role of the visual structure and information organization of the digital environment in shaping how hospitals are perceived remains underexplored. The article examines institutional readability as an analytical concept in the visual communication of hospitals. Through a qualitative comparative analysis of the websites of five hospitals in Bulgaria, the study identifies differences in their visual consistency, information structuring, and access to information. The results highlight differences that may be regarded as indicators of varying degrees of institutional readability and as an analytical basis for further research into the relationship between orientation in digital environments, institutional trust, and competitiveness in healthcare.

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