Image and Stereotype Formation in Digital Public Relations: Toward an Integrated Theoretical Framework

MALKAWI O. S. S.

Studies in Media and Communication, vol.14, no.4, pp.41-51, 2026 (Scopus)

Abstract

The study aims to construct a framework between the image and the stereotype from this ideological difference in terms of digital PR (PR) and digital media so that an effective communication strategy can be established. PR has transformed from a reactive function that manages unit situations, nurture's organizational reliability, and shape's opinion into a strategic discipline over the past few decades. Digital PR agencies in the digital world prefer to engage audience members through a controlled and monitored content targeting lambda, while with limited explanatory output — and even control — on digital media; its main mission is just a transfer of information. Research has shown that images are active and multi-dimensional, including cognitive, emotional, and practical elements, and can be strategically phased to build an image through well-thought-out PR programs. In contrast, stereotypes are inflexible, oversimplified, and more resistant to change, and can reinforce bigotry. Researchers need to distinguish between these concepts in order to improve the audience's trust, persuade them, and address the decision-making processes. The difference between the two is clearly misunderstood, and through this study, a better understanding of digital communication can be gained, leading organizations to practical insight in encouraging positive perceptions while mitigating the negative impacts that stereotypes have on the electronic sphere.