Digital Transformation of Media Space: New Challenges and Opportunities for Political Communication in the Age of Social Media

The article examines in detail the changing role of the media in the context of digital transformation and highlights the growing influence of social media as a central element of political communication. The rapid development of digital technologies has significantly changed the media landscape, blurring the boundaries between traditional media and new forms of mass communication. This shift has created new opportunities for democratizing communication and increasing citizen participation in political and public life. Due to the fact that today social networks have become the main tool for the rapid dissemination of information, this has significantly accelerated the exchange of opinions and accelerated reactions to political events, as well as increased dependence on digital platforms that manage the flow of information through various algorithms and recommendations. In addition to general scientific methods and comparative analysis, the research used the method of content analysis, namely the analysis of messages and content distributed through traditional media and social networks, to identify changes in political communication and information manipulation. Digitalization of communications has led to significant changes in the ways of obtaining and distributing information, which requires a revision of existing norms and standards that have been developed for traditional media. The study highlights the dual nature of this transformation. Even though it promotes greater transparency, public engagement, and democratization, it also generates problems such as disinformation, polarization, online propaganda, and the use of artificial intelligence (AI). This duality highlights the complexity of managing modern information flows and highlights the importance of finding a balance between the benefits of digitalization and potential threats. On the one hand, digital technologies provide powerful tools for citizens to participate in political life, facilitating access to information and enabling rapid response to events. On the other hand, they create a favorable environment for manipulation, spreading false data and increasing polarizing trends.

political communication, mass media, social media, digitalization, media space, manipulative potential, algorithms, Internet, disinformation, polarization