Digital Political Communication: A White Spot in Media Science in Bulgaria

Authors:

Pages: 13-25
DOI: https://doi.org/10.54664/OOUL3058

Abstract:

The paper provides an overview of research and teaching of political communication in Bulgaria today, after analyzing its essence and its scientific reflections in the developed media democracies in the analogue and digital age. The research carried out by using the desk research method allows four findings with a Bulgarian relevance: the understanding of political communication still serves obsolete concepts as a sphere mainly of political PR and political advertising; there is an underestimation of the role of online media and social media in research on political communication; media science is in charge of researching the issue; the teaching of political communication is almost entirely subdivided into the political departments. In order to overcome these deficits, critical rethinking of the role of policy communication on the legitimacy of political decisions and an interdisciplinary approach to research, with an appropriate role in media science, is needed.

Keywords:

political communication, political PR, election campaigns, digital media, online media

Download

NA