Understanding public opinion formation in Southeast Europe
Year: 2024
Type: article
Abstract: The article investigates the mechanisms through which social forces, networks, cognitive frames, and institutions shape public opinion in Southeast Europe via communication. Employing a qualitative approach, data was collected through synchronous focus groups conducted in six Southeast European countries. The findings reveal that social networks play a pivotal role in shaping public opinion, with organizational position and relationships influencing communication effectiveness. Cognitive frames significantly impact public perception, with entrenched beliefs guiding interpretation of information. Meanwhile, social institutions, such as language and communication rules, influence the clarity and accessibility of messages, thereby shaping public understanding. The research underscores the need for deeper research, ethical standards, and transparent communication to build and maintain public trust. Continuous engagement with the public and adaptability in communication strategies are essential for fostering mutual understanding and trust. This research emphasizes social forces’ complexity and overlapping nature in shaping public opinion and the strategic approaches required for effective communication in Southeast Europe.
Authors: Stojčevski, Todor, Lamut, Urša, Džajić Uršič, Erika
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7130763287
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