This book outlines the need for media companies to embrace an audience-centric approach to thrive in today's fiercely competitive global market.
Chapters cover different media sectors such as audiovisual, news and 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.
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.
This book outlines the need for media companies to embrace an audience-centric approach to thrive in today's fiercely competitive global market.
PART I. THEORETICAL FOUNDATIONS AND MEASUREMENT
Chapter 1
Audience Engagement as Pillar of Sustainability of Media Companies: Now and
Beyond
Mercedes Medina & David Kimber
Chapter 2
Engagement: Four Dimensions of Audience
Manuel Ignacio González Bernal
Chapter 3
Reviewing Audience Research in Light of the New Digital Scenario
Patricia Phalen
Chapter 4
Rebuilding Trust and Fostering Loyalty: Navigating the Challenges of Audience
Engagement
Francisco J. Pérez-Latre
PART II. MEDIA ENGAGEMENT STRATEGIES
Chapter 5
The Changing Goals of Audience Engagement in Journalism
Jacob L. Nelson
Chapter 6
Navigating the Storm: Boosting Audience Engagement in an Age of News
Avoidance
Alfonso Vara-Miguel & María Elena Gutiérrez Rentería
Chapter 7
The Key Role of Communication in Crowdfunding Projects for Building Trust and
Engagement with Audiences
Gema Bellido & Mónica Herrero
Chapter 8
Narrative Memory and Engagement Strategies in Streaming Platforms
Alicia Urgellés-Molina
Chapter 9
Quality Content as Audience Engagement Strategy
David Kimber & Mercedes Medina
Chapter 10
Podcasts as Individual and Community Space to Engage
Kate Ames
III. MEDIA ENGAGEMENT: SOME INTERNATIONAL PERSPECTIVES
Chapter 11
Public Service Media and Online Engagement
Marcela Campos Rueda & Manuel Goyanes
Chapter 12
Hispanic/Latino Audience Engagement in the United States
Kenton T. Wilkinson & Enrique P. Becerra
Chapter 13
Inside the Newsroom of the Mind: How Jordanians and Saudis Engage withand
Disengage fromthe Media
Ruba Mohd & Javier Serrano-Puche
Chapter 14
Understanding Audience Engagement in the Korean Media Market
Soontae An & Yujin Lee
Chapter 15
From Influence to Trusted Engagement: Navigating the Impact of AI on the
Transformation of the Brazilian News Landscape
Francisco Rolfsen Belda
IV. TECHNOLOGY & AUDIENCE ENGAGEMENT
Chapter 16
UGC and Audience Engagement: Keys, Contents, and Platforms
José María Álvarez-Monzoncillo, Lluc Vila-Boix & Alicia Blanco-González
Chapter 17
Decoding Audience Emotions: Applied Neuroscience in Fiction Series
Production
Patricia Diego, Enrique Guerrero-Pérez, Elena Martín-Guerra & Carmen Romano
Chapter 18
Big Tech companies and consumers media engagement: With great power comes
great responsibility
Rodrigo Guesalaga
Chapter 19
Audience Engagement in Next-Generation Video: AI to the Rescue
Eli Noam
V. SYNTHESIS
Chapter 20
Audience Engagement: Now and Beyond
Mercedes Medina & David Kimber
Mercedes Medina is a Full Professor in the Marketing and Media Management Department in the School of Communication at the University of Navarra, Spain.
David Kimber is an Assistant Professor in the Marketing Department in the School of Business and Economics at Universidad de los Andes, Chile.
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