TRENDS IN CREATING CREATIVE CONTENT IN MEDIA AS A COMPONENT OF MEDIA PRACTICE

The article analyzes the historical experience of forming attractive media content and identifies the key factors of its emotional saturation, which affects the cognitive perception of the audience. The mechanisms of creating “emotional packaging” of content through creative technologies, including storytelling, mythmaking, metaphorization, memification, and humor, are investigated. Their role in forming socially constructive content that can attract attention and facilitate the assimilation of information and influence decision-making is considered. The author substantiates the need for an integrated approach to combining traditional and modern methods in creative media practices, which contributes not only to the effective information exchange but also to the development of critical thinking, social responsibility, and resistance to manipulative strategies in the modern information space.