Plovdiv University Paisii Hilendarski
Abstract: The paper presents the results of a study in three directions. One is to implement a theoretical review of publications and research on the development of traditional media, online media and social networks. The second direction is to identify the functions of online media in the changed media environment and the use of genres and formats in combining media and digital literacies. The third is to analyse the role of online media in society, the presentation of political content in online media, and the identification of phenomena, trends and perspectives. The methods are content analysis and secondary data analysis. The hypothesis is that online media are part of the modern ecosystem, they are dynamically developing, they influence society, but they themselves are influenced by digitalisation and the need to respond to the alien to society and to particular groups in society. The results briefly present opportunities for online media to develop and cover professional and ethical standards.
Keywords: media, online media, digitalisation, media content, society.
Rhetoric and Communications Journal, issue 51, April 2022