The article provides a theoretical and methodological understanding of the concept of media integration model in the context of the challenges of modern times. Drastic changes in the communication environment have occurred due to the rapid spread of the Internet in everyday life. This paved the way for an in-depth study of changes in the media sphere. Journalism like many other fields of human activity has undergone significant metamorphoses under the influence of the technological revolution and general progress in science and technology.
The paper engages the following methods of research: analysis of scientific and practical provisions, synthesis of opinions, critical analysis, generalization, observation, comparison, scientific modeling, structural and functional approach.
The article examines the features of the formation of the term media integration model as a new concept reflecting the processes of unification and interpenetration of various media formats and platforms. International trends and the practical experience of various organizations – from government agencies to business structures and educational institutions – demonstrate the need to create common standards for combining media content. The process of formation of this term takes place against the background of a large-scale merger of various media formats and platforms, which requires an in-depth analysis of the existing integration approaches in the media space. In modern conditions, this concept is becoming particularly important, reflecting the complex interaction of various media elements in a single information field.
In the modern media environment, this study creates a theoretical and methodological basis for understanding integration processes and helps to develop strategies for effective interaction between participants in media communication.
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