DIGITAL MEDIA AND COMMUNICATION IN NORTH MACEDONIA: POST-PANDEMIC ADAPTATION

Purpose: This study aims to investigate how the COVID-19 pandemic accelerated the digital transformation of local media in North Macedonia. It focuses on the ways media outlets adapted technologically, adjusted editorial practices, and developed new strategies to engage audiences in a financially constrained and politically complex environment. Methodology: The research employs thematic analysis of qualitative interviews conducted with Macedonian media professionals. This approach allows for an in-depth exploration of their experiences and perceptions regarding digital adaptation during the pandemic. Results and Conclusions: The findings reveal that while the adoption of digital technologies improved operational efficiency and audience reach, it also intensified editorial pressures and contributed to the erosion of traditional journalistic standards. Structural challenges—including limited financial resources, outdated technical infrastructure, and restrictive regulatory frameworks—significantly hindered the ability of local media to adapt smoothly. Despite these obstacles, some media organizations demonstrated resilience and innovation, signaling the potential for sustainable digital journalism if properly supported. Research Limitations: The study is limited by its qualitative scope and focus on a single national context, which may restrict the generalizability of findings to other regions or media systems. Practical and/or Social Implications: The research offers practical insights for policymakers, media organizations, and donors aiming to strengthen media resilience and sustainability. It underscores the need for targeted support, especially in funding, infrastructure, and regulatory reform, to ensure that local media can thrive in a digital-first environment. Originality: This study provides one of the first in-depth examinations of pandemic-driven digital transformation in the Macedonian media landscape. It contributes to the broader discourse on media resilience in emerging democracies, offering a nuanced understanding of the intersection between crisis, technology, and journalism in a post-socialist context. Keywords: digital transformation; resilience theory; media sustainability; audience engagement; social marketing; digital journalism.