Media in Public Value and New Public Service Approaches: Managerial Legitimacy or Democratic Interaction?

This study focuses on the role of the media within the frameworks of the public value and new public service approaches in public administration. Both approaches emerged as critiques of traditional and new public management paradigms, emphasizing democratic participation, transparency, and the creation of social value. The media is presented not as a passive communication tool but as an active actor that facilitates interaction between citizens and the administration. It contributes to the creation of public legitimacy, supports citizen engagement, and plays a role in building shared public values. However, the study also highlights risks associated with the instrumental use of media, such as superficial communication, manipulation, and populism. Through a comparative theoretical analysis based on secondary data, the study examines how each approach conceptualizes the media and integrates it into governance processes. The findings suggest that media is an indispensable component of participatory governance, serving as a platform for both administrative communication and citizen empowerment in the creation of public value.