ENI LASKU, DANIELA TAMO
DOI:
Abstract
This article examines the profound impact of digital media on the stylistic dimensions of institutional communication, through a qualitative case study of the High Prosecutorial Council (HPC) in Albania. The research systematically compares the HPC’s traditional press releases with the corresponding social media content (Facebook and Instagram posts) over a three-month period (January–March 2025). Its main purpose is to analyze how this key justice institution adapts its communication style in order to strategically balance formal authority with broader public accessibility. A qualitative case study methodology was employed, focusing on comparative content analysis across three key dimensions: (1) language use (tone, vocabulary, length), (2) communication norms (coherence, platform adaptation), and (3) message dissemination (use of digital markers such as emoji’s and hashtags). The findings reveal a consistent stylistic contrast. Official announcements maintain a formal, legal, and procedural register to ensure credibility and professional seriousness, with an average output of over 2,500 words per month. In contrast, social media content adopts a simplified, engagement-oriented style, rarely exceeding 50 words. This approach prioritizes clarity, accessibility, and visibility – often at the expense of procedural detail. This study contributes empirically to the literature on mediatization and stylistics in institutional public communication, highlighting the challenges and opportunities faced by institutions like the HPC in maintaining legitimacy and transparency through combined communication strategies in the contemporary digital sphere.
Keywords: institutional communication, digital media, stylistics, Albania, public sector, High Prosecutorial Council.