MODERN MEDIA INTEGRATION MODELS AS A BASIS FORCOMMUNICATION AND COLLABORATION

The article discusses the features of building modern media integration models as a basis for communication and cooperation. Relevance. In the context of the rapid transformation of the communication space, classical models of interaction are undergoing drastic changes. Government agencies, media companies and business structures have to adapt to new realities where digital technologies dictate their own rules. The expansion of information channels and the introduction of innovative data transmission methods create a fundamentally new media environment in which the integration of various formats becomes a prerequisite for building an effective dialogue with the audience.The purpose is a theoretical justification of the need to introduce a new concept of “modern media integration model”.Materials and methods of research. Scientific and practical provisions on the essence of the relationship between traditional and new media, concepts of typologization and transformation of new media, research on the problems of transformation of social media. Methods – analysis, synthesis, comparison, generalization, classification.The results of the study. A theoretical justification of the need to introduce a new concept of “modern media integration model” has been made. The term “media integration model” has become relevant in the context of the rapid development of digital technologies, globalization and transformation of the media space, which requires the creation of universal approaches to the integration of media content.