Comunicazione istituzionale e fiducia alla sfida dei social media e dell'intelligenza artificiale = Public Sector Communication and Trust facing the challenge of social media and Artificial Intelligence

Abstract

In a fragmented and polarized information environment, the growing distrust of citizens toward institutions represents one of the most urgent challenges for contemporary society. In this scenario, the study examines the role of social media and generative artificial intelligence in reshaping public communication practices and influencing institutional trust. Research questions focus on how public communicators perceive the challenges posed by social media and GenAI, and how these platforms impact on the relationship between institutions and citizens. This qualitative study involved 14 semi-structured interviews with public communication professionals working at European institutions. Findings highlights both the value and the risks associated with digital platforms: social media can facilitate citizen engagement and rapid information dissemination but can also amplify the spread of misinformation contributing to the loss of public trust. GenAI introduces further complexity and concerns about transparency and ethical standards. Findings underline the need for regulatory frameworks, ongoing professional development, and adaptive communication strategies to safeguard trust in public institutions.