Information Analytics, Media Literacy, and Digital Challenges in European Communication and Public Relations Discourse

Abstract

The relevance of this research is determined by the rapid digital transformation of the information space, the active development of digital platforms and social networks, and the growth of information threats associated with the spread of disinformation, content manipulation, and the use of advanced digital technologies to influence public opinion. The study highlights contemporary theoretical approaches to the development of communication policy, analyzes the role of information analytics and media literacy as means of countering disinformation, considers current digital challenges that impede the normal functioning of the European information space, and examines European experience in developing strategic communications and digital regulation in this field. The study establishes that the successful development of communication and public relations in European media discourse depends on the multi-level integration of information analytics, media literacy, strategic communications, digital technologies, and a modern regulatory mechanism. It demonstrates that the most effective ways to guarantee the openness of the information space include developing the population’s digital competencies, introducing advanced information-analysis tools, improving mechanisms for countering disinformation, increasing the transparency of digital-platform activities, and implementing European standards of communication policy. Applicability of the results: the findings can be used in the formation of national communication policy, the development of strategic communication systems, the improvement of media literacy programs, the development of mechanisms for countering disinformation, and the implementation of European approaches to ensuring an open and secure information space.