20.500.12556/DiRROS-27662 Understanding public opinion formation in Southeast Europe exploring social forces and communication dynamics The article investigates the mechanisms through which social forces, networks, cognitive frames, and institutions shape public opinion in Southeast Europe via communication. Employing a qualitative approach, data was collected through synchronous focus groups conducted in six Southeast European countries. The findings reveal that social networks play a pivotal role in shaping public opinion, with organizational position and relationships influencing communication effectiveness. Cognitive frames significantly impact public perception, with entrenched beliefs guiding interpretation of information. Meanwhile, social institutions, such as language and communication rules, influence the clarity and accessibility of messages, thereby shaping public understanding. The research underscores the need for deeper research, ethical standards, and transparent communication to build and maintain public trust. Continuous engagement with the public and adaptability in communication strategies are essential for fostering mutual understanding and trust. This research emphasizes social forces’ complexity and overlapping nature in shaping public opinion and the strategic approaches required for effective communication in Southeast Europe. public communication networks cognitive frames institutions Southeast Europe public opinion javno komuniciranje omrežja kognitivni okvirji institucije Jugovzhodna Evropa javno mnenje true false true Bastas Publications Angleški jezik Slovenski jezik © 2024 by authors Neznano 2026-02-18 08:41:41 2026-02-18 08:41:41 2026-02-19 03:52:26 0000-00-00 00:00:00 2024 0 0 Nasl. z nasl. zaslona; Opis vira z dne 12. 5. 2025; str. 1-20 iss. 4 Vol. 14 2024 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2024-09-18 316.653 1986-3497 10.30935/ojcmt/15171 235601923 RAZ_Stojcevski_Todor_2024.pdf RAZ_Stojcevski_Todor_2024.pdf 1 53C17455B9C78EA9F5BBE9002A8EDB66 d9a720836bf4c54fdbc0eb1a4795d615ea15ec3f8aa1afa2618cb55a2b318e83 7e9685a8-0c9d-11f1-9c9d-001a4af901a5 https://dirros.openscience.si/Dokument.php?lang=slv&id=40587 Rudolfovo – Znanstveno in tehnološko središče Novo mesto 0 0 0