Online Media and Political Communication in North Macedonia and the Western Balkans

In the digital age, online media has become a key platform for public political communication, reshaping the landscape of political discourse and social engagement. This paper proposes a typology framework to classify various forms of online media and elaborate on their distinct roles and functions in political communication. Using interdisciplinary research perspectives from media studies, political science, and communi- cation theory, the typology categorizes online media into distinct types, explaining how they determine communication in the political sphere. Furthermore, the paper examines how different types of online media are utilized by political actors, interest groups, and citizens to dissemi- nate information, mobilize political support, shape public opinion, and improve civic engagement. The scope of the research includes a review of existing case studies on online media in North Macedonia and Western Balkans, combined with empirical analysis of prominent platforms across different types and demographics. Cultural and linguistic biases may influence the interpretation of findings, particularly in cross-cultural analyses. By mapping out the diverse ecosystem of online media and their different uses in public political communication, this typology contributes to a deeper understanding of the complex interplay between technology, media, and politics in the digital era. A sample analysis will be presented, illustrating the application of the typological framework to a selection of popular online media platforms