20.500.12556/DiRROS-27661 The tale of words and power institutional narratives in Southeast Europe The article examines how institutional frameworks influence communication strategies and public engagement across six countries in Southeastern Europe. Findings from focus group discussions reveal that formalized communication rules enhance credibility and consistency, but hinder adaptability, especially when engaging younger audiences who prefer informal and visual communication styles. Communicator literacy fosters clarity, trust, and audience connection, including adapting language and employing rhetorical and emotional intelligence. Leadership amplifies the perceived authority of institutional messages, increasing public responsiveness. Regional complexities, such as multilingual requirements for national minorities, highlight the tension between inclusivity and efficiency. Grounded in the social-fields-approach, the article emphasizes the interplay between institutional structures, sociocultural contexts, and public opinion formation. Institutions must adopt adaptive and inclusive strategies to effectively engage diverse publics and foster trust. media communication institutions Southeast Europe public opinion mediji komuniciranje institucije Jugovzhodna Evropa javno mnenje true false true Bastas Publications Angleški jezik Slovenski jezik © 2026 by authors Neznano 2026-02-18 08:35:12 2026-02-18 08:35:13 2026-02-19 03:52:26 0000-00-00 00:00:00 2026 0 0 Nasl. z nasl. zaslona; Opis vira z dne 16. 2. 2026; str. 1-16 iss. 1 Vol. 16 2026 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2026-01-14 316.653 1986-3497 10.30935/ojcmt/17738 268645635 RAZ_Stojcevski_Todor_2026.pdf RAZ_Stojcevski_Todor_2026.pdf 1 21EF844AE3657EB62DEBC3189AE9A9A0 ec7286c36d9232bd8a5a9c2f5ea59ff47ebb14ebfcda3b3d71ebb67b6b48e0d0 ef47ccba-0c9c-11f1-9c9d-001a4af901a5 https://dirros.openscience.si/Dokument.php?lang=slv&id=40586 Rudolfovo – Znanstveno in tehnološko središče Novo mesto 0 0 0