Konvergensi Media di Era Digital: Tinjauan Literatur Sistematis tentang Integrasi Penyiaran Digital dan Media Sosial dalam Membangun Keterlibatan Audiens
Abstract
Tinjauan literatur sistematis ini menganalisis lanskap media kontemporer yang didefinisikan oleh konvergensi antara penyiaran digital dan media sosial, dengan fokus pada dampaknya terhadap strategi keterlibatan audiens. Menggunakan kerangka PRISMA 2021, penelitian ini mensintesis literatur yang relevan dari tahun 2015-2024. Hasil penelitian mengidentifikasi tiga tema utama: (1) Transformasi industri penyiaran menuju ekosistem sesuai permintaan (on-demand) dan pergeseran peran audiens dari konsumen pasif menjadi 'produser' aktif; (2) Peran media sosial sebagai katalisator interaksi waktu nyata (real-time) dan pembentukan komunitas melalui fenomena layar kedua (second screen); dan (3) Akselerasi keterlibatan melalui teknologi seperti personalisasi berbasis AI (microcasting) dan potensi infrastruktur 5G. Diskusi menyoroti kerangka kerja strategis seperti penceritaan transmedia, kesenjangan penelitian dalam pemanfaatan 'produser' oleh institusi, serta implikasi etis dari personalisasi algoritmik. Kesimpulannya, integrasi ini menciptakan ekosistem media yang dinamis, di mana keterlibatan audiens tidak lagi hanya dikonsumsi, tetapi juga diciptakan bersama, yang menuntut adaptasi strategis, teknologi, dan etis dari para pemangku kepentingan industri.
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DOI: https://doi.org/10.52447/promedia.v11i2.8697
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