The expansion of digital technologies and social media platforms has substantially changed the structures of information production, circulation, and consumption in contemporary societies. This process affects public institutions, private actors, and citizens in general, reshaping the conditions under which policies are communicated, territorial identities are managed, and high-value strategic economic activities, such as tourism, are promoted. In this context, institutional and government communication has undergone a significant transformation because it must actively compete for the attention of fragmented audiences connected through multiple screens and platforms.