Transformation of media communication under the influence of digital technologies: theoretical and methodological aspect

Section: Essay

The main trends and prospects for media development occurring under the influence of information and digital technologies were analyzed. Before the advent of digital technologies, the search for theoretical and methodological justifications for media activities was carried out within the media system: forms, genres, typology, etc. Modern approaches to the study of media communication and journalism include sociocultural and socio-demographic characteristics of the audience, analysis of various forms of “feedback” with communicative communities. In research projects, there has been a transition from a “linguistic turn” to a communicative one, to the construction of media models, which indicates a transformation of cognitive strategies within the framework of the neoclassical methodology for studying the media industry. The subject of the new theory of media communication and journalism is not only a set of facts or opinions, but the value orientations, mental programs and models of social behavior of the audience that constitute the fundamental characteristics of the media communication process.

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