The Role of Social Values in The Influence of Civic Groups on Institutions in Social Media: A Case Study Research

Abstract

In the conditions of the 21st century, civic groups exert a significant communication impact on institutions through social media. Social values manifest themselves in the process of interaction, strengthening the influence on state bodies, as they reveal the moral guidelines used in public pressure. The purpose of the study is to highlight the key role of value dimensions in this process and to show how they can contribute to the formation and change of public attitudes towards institutions in the digital environment. By applying a case study approach as a type of qualitative methodology, social values are tracked that are most often articulated in the Bulgarian media and have the potential to strengthen the communication influence of civic groups. The results obtained show that the emphasis on moral standards in the communication process is a significant factor in the effectiveness of the impact on institutions in social media. The analysis of cases is important because it shows how the influence of civic groups on institutions in social media is carried out - a process that is gaining increasing importance in the modern world.