Transformation of the new mediaaudience
https://doi.org/10.26907/2079-5912.2022.4.29-35
Abstract
The article discusses the process of transformation of the media audience in the context of further digitalization of media communication and the spread of new media. The authors, based on the analysis of the results of a study conducted by the method of informal interviews of consumers and content creators of new media, identified the characteristics of the audience of new media, the main trends in its change, requests and preferences in the consumption of media content, ways of interaction between content creators and users, modification of trajectories and tactics of behavior of media consumers in a multimedia environment. The authors state that the use of new digital technologies causes a transformation of the audience of new media, its socio-psychological characteristics, social and cognitive characteristics, socio-cultural needs, which in turn leads to a serious and irreversible modification of the forms and formats of reality presentation in new media.
The article uses the materials of the author's applied research conducted by the method of informal interviews and carried out as part of a qualitative strategy in March-May 2022 (a small sample of 51 respondents, of which 31 respondents were representatives of the audience of new media; 20 were creators of new media content (bloggers, journalists and photographers working in the Tatarstan online media).
About the Authors
L. G. Egorova
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Egorova Liliya Georgievna, Associate Professor, Institute of Social Philosophical Sciences and Mass Communications, Department of General and Ethnic Sociology
D. V. Tumanov
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Tumanov Dmitry Valerievich, Associate Professor, Institute of Social Philosophical Sciences and Mass Communications, Department of National and Global Media
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Review
For citations:
Egorova L.G., Tumanov D.V. Transformation of the new mediaaudience. The Kazan Socially-Humanitarian Bulletin. 2022;(4 (55)):29-35. (In Russ.) https://doi.org/10.26907/2079-5912.2022.4.29-35
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