BRJ Balkan Research Journal BRJ 2955-2516 2955-2524 Balkan University Press 10.69648/ZWHF2986 276 Article Online Media and Political Communication in North Macedonia and the Western Balkans Dzigal Sead International Balkan University 29 11 2024 1 1 27 38 CC BY-NC-ND 4.0

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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