Convergent trends of national media development under contemporary conditions of globalization and modernization of media sphere

Abstract

This article is devoted to the analysis of the modern national media development features under the influence of rapidly progressing phenomena of convergence and modernization. The ubiquitous spread of the Internet has led to dramatic changes in many spheres of life, including in journalism. The nature and specificity of communication between people, the culture of distribution and consumption of information, the genre features of the media, and the work of the editorial offices are currently undergoing significant transformations, largely due to the processes of convergence. In this regard, in the work there was defined the essence of the concept "convergence", and there were described various types of convergences: network convergence, convergence of terminals and convergence of services by the example of Kazakhstan mass media. The empirical material was Kazakhstan's network and regional news portals, newspapers and radio stations, which are the main channels for the distribution of content. The study showed that when creating their own websites, the mass media are trying to implement the principles of multimedia and hypertextuality in order to attract the audience, involving the active use of information in the form of text, animation, iconography, video and audio materials, and the principle of interactivity, aimed at organizing effective interaction with audience.