Modern Approaches to Journalism in the Digital Media Era: the Role of Multimedia Content and Audience Interaction

Abstract

Introduction: digital media have become an essential tool for information dissemination and content creation in current journalism. Objectives: this study aimed to analyse the role of multimedia content in audience engagement and interaction through contemporary journalistic techniques. Method: the research employed a survey of an experimental group comprising 250 journalists, editors, and Internet users. The survey focused on assessing the impact of multimedia technologies on journalism and identifying specific techniques used in digital content creation. Results: the results indicate that modern multimedia content significantly influences journalistic practices, enhancing audience engagement and interactivity. Key features of multimedia-based journalism include the integration of podcasts, video storytelling, and the use of graphic editing tools for processing and presenting statistical data. These technologies enable journalists to deliver information more effectively and appeal to diverse audience preferences. The study highlights the growing importance of multimedia technologies in shaping journalistic presentation and interaction strategies. Conclusions: the use of digital technologies in journalistic content creation is a defining feature of contemporary media practices. By leveraging multimedia tools, journalists can produce engaging, high-quality content that fosters meaningful audience interaction. This integration of digital technologies not only enriches the content but also establishes stronger connections with the audience, making multimedia an indispensable component of modern journalism. The research underscores the transformative role of digital media in evolving journalistic standards and practices.