Обществените медии в TikTok: рискове и възможности за спечелване на доверието на аудиторията
Public Media on TikTok: Risks and Potential for Building Audience Trust

Author(s): Ivo Todorov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: public trust; platformization; algorithmic mediation; youth audiences; digital journalism; media literacy
Summary/Abstract: The digital transformation of the media and the rise of short-form video platforms present public service media with new challenges related to reaching younger audiences while simultaneously maintaining public trust. This study aims to analyze the presence of public service media on TikTok as a specific form of platform-mediated public communication. The objective of the research is to assess the risks and the potential for building trust with audiences under conditions of algorithmic selection and personalization. Methodologically, the paper is based on a qualitative theoretical and analytical approach, including a review of scholarly literature and a comparative analysis of practices among European public service media. The findings indicate that TikTok offers opportunities to reach young audiences and to develop new forms of authenticity, while at the same time constraining the reproduction of institutional trust. The study contributes to the ongoing debate on the role of public service media within the platformized public sphere.

• Details
• Contents