Review article
https://doi.org/10.47960/2712-0457.2026.S2.8.143
TRADITIONAL AND DIGITAL MEDIA IN PR 4.0
Franjo Takač
; University of Mostar, Mostar, Bosnia and Herzegovina
*
Miroslav Vasilja
; University of Mostar, Mostar, Bosnia and Herzegovina
Ilija Musa
; University of Mostar, Mostar, Bosnia and Herzegovina
* Corresponding author.
Abstract
This conceptual article examines the changing relationship between public relations and the media under platformization, algorithmic distribution, and generative artificial intelligence. It asks how selection, verification, and framing change when professional newsrooms share the circulation of information with platforms, users, and automated systems. The study integrates agenda-setting, gatekeeping, framing, and credibility research with platform scholarship and the PR 4.0 framework. It argues that traditional journalism retains distinctive editorial accountability and verification capacity, while digital circulation multiplies the sites at which messages are selected, altered, and interpreted. The proposed media-mediated interpretive pathway links organizational conduct, journalistic framing, platform visibility, public reinterpretation, and the verification of meaning. The contribution is a distinction between information provision, reach, and interpretive stability as separate outcomes of media relations. In PR 4.0, responsible practice supplies verifiable evidence and participates in public interpretation while respecting journalistic independence and public autonomy. The model requires empirical testing across media systems.
Keywords
PR 4.0; traditional media; digital media; platformization; interpretive stability
Hrčak ID:
353043
URI
Publication date:
1.11.2026.
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