Media Engagement

Know about the book -

Media Engagement is written by Mercedes Medina and published by Taylor & Francis. It's available with International Standard Book Number or ISBN identification 1040409717 (ISBN 10) and 9781040409718 (ISBN 13).

This book outlines the need for media companies to embrace an audience-centric approach to thrive in today’s fiercely competitive global market. Chapters in this book cover different media sectors such as audiovisual, news and user-generated content (UGC), media branding and reputation, and include experiences from Europe, Latin America, Asia, the Middle East, and the United States. To enable readers to assess and compare contexts, the book supplements theoretical discussions with real-world examples related to legacy and new media from international markets and companies. It also explores the dynamic role of technology and its transformative impact on audience media consumption habits. In doing so, the book provides strategies that foster emotional connections and engagement between media companies and their audiences and offers innovative solutions to face challenges such as news avoidance, eroding media trust, declining audience shares, and content oversaturation. With a thorough exploration of how media companies try to attract their audiences, this book will be of interest to scholars, students, and professionals in the field of media management, media economics, media analytics, and marketing.