Engaging Audiences in Transmedia Communication in the Context of the Digital Technology Frontier

Technological progress has contributed to the emergence of a digital mediacommunication environment, in which the structure of communication connections and interactions of its actors is being transformed. First, the production process, which involves the creation of media content in a certain way, as well as the practices of its storage, distribution and promotion, is subject to transformation. Secondly, we are talking about the resource potential and opportunities of the actors of mediacommunication interaction to realize their own goals by entering into communication. Network models of digital mediacommunication in the convergent media environment have actualized the research framework of media content distribution and production, as well as the resource potential of its perception by the audience in the context of the theory of transmedia communication, with its inherent character of interdiscursiveness and intermediality. But transmedia communication is carried out within a certain limit of digital technologies, which is provided by the modern technological development of the mediacommunication environment. Therefore, in the article the author makes an attempt to consider not only the technological capabilities of various platforms in the digital mediacommunication environment as a prerequisite for the emergence of transmedia communication. In the article the author describes the semiotic potential of media platforms, which are structural elements of the process of transmedia communications.