online-media-and-political-communication-in-north-macedonia-and-the-western-balkans 2024 1 In the digital age, online media has become a key platform for public
political communication, reshaping the landscape of political discourse
and social engagement. This paper proposes a typology framework to
classify various forms of online media and elaborate on their distinct
roles and functions in political communication. Using interdisciplinary
research perspectives from media studies, political science, and communi-
cation theory, the typology categorizes online media into distinct types,
explaining how they determine communication in the political sphere.
Furthermore, the paper examines how different types of online media
are utilized by political actors, interest groups, and citizens to dissemi-
nate information, mobilize political support, shape public opinion, and
improve civic engagement. The scope of the research includes a review of
existing case studies on online media in North Macedonia and Western
Balkans, combined with empirical analysis of prominent platforms across
different types and demographics. Cultural and linguistic biases may
influence the interpretation of findings, particularly in cross-cultural
analyses. By mapping out the diverse ecosystem of online media and
their different uses in public political communication, this typology
contributes to a deeper understanding of the complex interplay between
technology, media, and politics in the digital era. A sample analysis will
be presented, illustrating the application of the typological framework
to a selection of popular online media platforms

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