THE CONCEPT AND EVOLUTION OF MEDIA CONVERGENCE IN POLITICAL COMMUNICATIONS

Аннотация

The article examines the phenomenon of media convergence as a key factor in the transformation of political communications in the 21st century. It analyses the technological, content, organisational and social integration of the media, as well as its impact on the development of new strategies for political influence. Particular attention is paid to the concepts of G. Jenkins, M. Castells, as well as the works of Asian and Russian researchers. It is argued that media convergence has become an important tool for hybrid forms of influence and shaping the political agenda. The author particularly notes that media convergence in the context of ‘New Uzbekistan’ is a key factor in the transformation of political communication.