MEDIA IN CRISIS SITUATION: TRANSFORMING AUDIENCE INTERACTION

Abstract

The article is devoted to the analysis of changes in the interaction of media with the audience in the context of crisis situations, in particular during the COVID-19 pandemic and the Russian-Ukrainian war. The study reveals the transformation of approaches to informing, new challenges and opportunities that have arisen for journalists and the media industry. The author of the article analyzes how crisis situations have affected the work of media workers. A survey of media workers made it possible to assess changes in the perception of the audience, the level of trust in various communication channels, as well as to identify effective methods of interaction with the audience. Thanks to the analysis of respondents’ answers, it was recorded that social networks and messengers have gained significant influence as sources of information, while traditional media continue to play an important role, but their level of trust is decreasing. The use of digital technologies, in particular artificial intelligence (ChatGPT), in journalistic practice and related challenges are also considered. Special attention is paid to the problem of trust in the media in crisis conditions. It was revealed that the audience is becoming increasingly critical of information sources, which requires journalists to adhere to high standards of ethics and professionalism. An important component of the study is the issue of ethics and responsibility of journalists in crisis conditions. Most respondents emphasize the need to adhere to the principles of accuracy, avoid manipulation and maintain audience trust. The study demonstrates that the main tasks of modern media, especially during crisis situations, are to ensure objectivity, fact-checking and transparency in covering events. The findings underscore the importance of further research into the impact of digital technologies on the work of media and audiences, as well as the need to develop new communication strategies in crisis situations. The results of the study can be useful for media professionals and researchers, as well as anyone interested in studying changes in the field of media communication.