Cultural Phenomena in the Convergence of Media Landscape
Abstract
The convergence of media through mergers poses challenging issues as the media nature within modern society continues to grow and diversify. It becomes vitally important to establish a balance between the preservation of cultural diversity and media proliferation. Based on consumption trends, this study attempts to identify appropriate strategies for managing this dynamic interaction. This study explores the viewpoints of real media users by using phenomenological research. Phenomenology highlights the variety of ways in which culture and media interact by providing a qualitative investigation of their interaction. A theoretical framework grounded in cultural media studies is established to understand the ways in which media shapes culture and how social contexts shape culture. This method illustrates how cultural phenomena arise in modern media landscapes by looking at the relationships between media and culture. In addition, this study explores how media contributes to cultural sustainability and how it affects cultural traditions and identities in the face of media expansion and diversity. It explores approaches to engaging with media in spite of rapid media growth in order to maintain cultural continuity.
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DOI: http://dx.doi.org/10.22441/bmw.v17i01.30841
DOI (PDF): http://dx.doi.org/10.22441/bmw.v17i01.30841.g9338
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