From Virality to Engagement: Examining the Transformative Impact of Social Media, Short Video Platforms, and Live Streaming on Information Dissemination and Audience Behavior in the Digital Age

The digital world has changed the way we share and consume information through the adoption of social media, short-form video and live streaming. These tools changed how virality works, how audiences act and how content gets created. This article takes a closer look at the dynamics of virality, and how algorithms and crowdsourcing facilitate quick sharing of information while driving the development of misinformation and echo chambers. Likewise, it explores how users interact with content rather than consume it, and explores engagement metrics, gamification and interactivity. The paper also explores how content is personalized, storyboarded, and made in the creator economy, and how creators must strike a fine line between authenticity and algorithmic needs. In looking at them, this paper gives a general outline of the dramatic changes digital technologies will bring to communication and culture, and what ethical questions they raise. Future research should explore trends such as decentralized platforms and AI in content strategies.