Science time Ҷилди 4 № 6 (2026) · Саҳифаҳои 81-85
THE TRANSFORMATION OF AUDIENCE ENGAGEMENT STRATEGIES IN MULTI-PLATFORM NEWSROOMS
Ismatov, Jaloliddin
Аннотатсия
The contemporary global information ecosystem is experiencing a structural revolution driven by the integration of multi-platform distribution architectures and changing audience consumption habits. As media convergence accelerates, traditional broadcasting networks and print newsrooms face significant operational challenges in maintaining audience loyalty and public engagement. This study explores the transformation of audience engagement strategies within multi-platform newsrooms, evaluating how interactive content, participatory journalism, and data-driven feedback loops reconfigure the relationship between media producers and consumers. Utilizing a theoretical framework anchored in media convergence and digital sociology, the research investigates the dual nature of these engagement strategies as tools for both public enlightenment and democratic dialogue. The analysis indicates that while multi-platform newsrooms enhance the speed and geographic reach of informational flows, they introduce new systemic challenges regarding audience fragmentation and commercial optimization that require a modernization of professional media management and distribution standards
modern journalism, audience engagement, media convergence, multi-platform news, digital transformation, algorithmic distribution, participatory journalism, data journalism, audience behavior, social media, journalism ethics
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