Лайв стриймингът като ефективна техника на дигиталната комуникация по време на криза
„Live streaming“ as an effective technique of digital communication during a crisis

Author(s): Desislava Paunska
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital communication; crisis communication; communication management; live streaming; Facebook
Summary/Abstract: The strong influence of social media, especially Facebook, in Bulgaria, as well as the observed change in people‘s communication behavior, determine the fact that any important information today can reach a larger audience through new digital techniques. It also recognizes that the hunger for reliable information during a crisis, caused by theCOVID-19 pandemic, is an opportunity for quality journalism to reach more users. This report examines some digital techniques in crisis communication, with the main emphasis on live streaming as a growing extremely fast “viral” communication. Quantitative results are shown for increasing the number of views at the daily press conferences of the National Operational Headquarters for the first month of the state of emergency announced on March 9, 2020 thanks to Live streaming broadcasts through the Facebook pages of the considered media. The theoretical analysis, supported by observations of the behavior of leading media in Bulgaria - digital and traditional, shows that the crisis has accelerated the cumbersome processes of attracting new audiences through new digital techniques and channels.

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