A SPOKESPERSON IN THE DIGITAL AGE: TRANSFORMATION, CHALLENGES AND OPPORTUNITIES
Abstract
The study aims to explore the transformation of the role of the spokesperson in the digital age due to the expansion of the spokesperson’s scope of activities as a result of personal interaction with the public, the need to manage modern digital platforms, ensure consistency of messages and adapt to the new format and speed of news dissemination.
The article analyses the challenges that spokespersons face in the information space today, identifies the communication opportunities that spokespersons face in connection with the integration of digital platforms, and tracks the activities of the spokesperson for the President of the European Council, Ecaterine Casinge in terms of her activity on platform X to position the spokesperson and establish mutual understanding with the public.
To deepen the understanding of the role of the spokesperson in the modern information space, the authors used such research methods as statistical analytics, in particular, the content analysis method, to systematize and cover the spokesperson’s messages on a digital platform, such as a sample of the official account of the institution’s spokesperson on a social network. The content included press releases, social media posts, live video messages, and public engagement. The empirical basis of the study is the content of the social platform X from June 2023 to September 2024 by the spokesperson for the President of the European Council, Ecaterine Casinge.
The effectiveness of the spokesperson’s communication strategy was studied, which gave an idea of the level of audience coverage and interaction of the content with the public. The study provides quantitative indicators of the involvement of the target audience of Ecaterine Casinge to assess the effectiveness of her communication activities. It has been found that the spokesperson ensures that her messages are conveyed to the public through retweets of information materials.
The results of this study should be used to outline the future role of the spokesperson in the context of integrating artificial intelligence and virtual and augmented reality. The spokesperson of the future must balance new digital capabilities with the needs of the audience and act in a transparent, reliable and authoritative way.
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References
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