The Impact of New Media on Communication and Engagement in the Digital Age

Abstract

Digital technologies and platforms have altered how people communicate, engage with content, and consume news. So the paper analyzes the impact of new media on communication and engagement in the digital age. This study investigates the intricate relationship between new media attributes, user engagement, and the transformation of news dissemination. Despite progress in research, a gap persists in understanding how attributes like communication, collaboration, convergence, creativity, and community synergize to enhance user engagement, shaping news consumption habits and fostering a socially-driven news culture. The research uses mixed methods to comprehensively explore this connection, combining quantitative and qualitative methods to comprehensively understand the relationship between new media, engagement strategies, and news consumption behaviors. Specifically, a Likert-scale questionnaire is administered to 500 participants across various age groups, educational backgrounds, and professions in the quantitative phase. In the qualitative phase, semi-structured interviews are conducted with selected participants, capturing their experiences, attitudes, and behaviors concerning new media, engagement, and news consumption. The findings demonstrate that new media attributes wield significant influence over user engagement, resulting in transformative changes in news consumption and dissemination. User engagement emerges as a pivotal mediator in this context. Furthermore, the seamless integration of social media platforms, such as Facebook and Twitter, with news promotion plays a crucial role in nurturing virtual communities and reshaping news dissemination practices.