DIGITAL CONTENT ECOSYSTEMS AND THE RECONFIGURATION OF THINK TANK INFLUENCE
DOI:
https://doi.org/10.55197/qjssh.v7i2.1179Keywords:
branding, think tanks, digital strategy, digital marketingAbstract
This study explores the strategic evolution of think tanks from traditional research bodies into "digital advocates" within the contemporary information ecosystem. Utilizing a qualitative comparative case study of nine think tanks across China, Eastern Europe, and Spain, the research identifies how national political and media ecologies dictate the "interactivity potential" and communicative latitude of these institutions. The findings reveal distinct regional models: Spanish think tanks harness digital channels for broad advocacy and democratic deliberation; Eastern European organizations adopt a posture of "tactical neutrality" to mitigate political risk; and Chinese think tanks sustain unilateral, state-aligned communication trajectories. Furthermore, the study analyses the disruptive impact of emerging technologies, specifically AI-powered personalization and the shift toward "zero-click" search environments; which are fundamentally reshaping the mechanisms of institutional visibility and audience engagement. The research concludes that in an era of automated content and fragmented discovery, think tanks must transition from one-way broadcasting to a participants-led engagement model. Maintaining policy relevance and legitimacy requires the integration of multi-platform "liquid" content with authentic, human-led storytelling to distinguish deep research from AI-generated outputs.
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