PRESENTING IN A MEDIATIZED WORLD: THE STRUGGLES AND SUCCESSES OF MEDIA FIGURES

In today's highly mediatized society, the role of the presenter as a representative of the media institution has undergone significant transformation due to decentralization of discourse and shifts in the media landscape. This paper delves into the challenges faced by presenters in defining their excellence, reclaiming their status, and adapting to the evolving technological landscape. Through a comprehensive literature analysis, it examines the role dilemma confronted by presenters in the wake of intensified mediatization. Moreover, this paper proposes strategies for enriching the role and significance of presenters in alignment with current trends, with the aim of offering valuable insights for the advancement of the hosting and communication industry