Organizational convergence as the trend of modern mass media development
Abstract
Convergence is а key problem of modern mass media development. It mediates changes in content policy, media products distribution, and economic activity of media. Organizational convergence is one of the types of this phenomenon. It acts to make structural changes both in the media market and within a certain media. The purpose of such changes is to expand the influence of the media on the media market, to reduce the cost of its maintenance and development, and to expand social audience by transmedia distributing of the content. The article is devoted to the problems of understanding the phenomenon of organizational convergence as one of the types of convergence in the modern media environment. It also studies the main ways of building new forms of media organization.
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