THE ROLE OF THE DIGITAL ECONOMY IN MEDIA SPECIALIZING IN MODERN MEDIA CONSUMPTION

Abstract

The digital economy is fundamentally transforming the media industry, particularly those segments focused on meeting modern media consumption patterns – personalized, multi-platform, mobile, and interactive. This thesis analyzes the key role of the digital economy in shaping the strategies, content, business models, and challenges for new types of media outlets. Key drivers of change are examined: the ubiquitous spread of digital platforms, big data analytics and artificial intelligence technologies, new monetization models, and algorithmic control of information flows. The analysis explores how these factors enable media to better understand and reach audiences, offer personalized content, and develop interactivity, while simultaneously creating problems related to platform dependence, disinformation, data ethics, and economic sustainability. The need for media not only to master new technologies but also to develop sustainable business models and ethical principles for operating in the digital environment to effectively engage with modern audiences is emphasized.