The Era of Media Convergence: Transformation of Advertising Art in Modern Mass Media
Abstract
This article examines the influence of media convergence processes on the evolution of advertising art as a sociocultural and communicative phenomenon. Drawing on theoretical analysis of the concepts of M. McLuhan, H. Jenkins, E.L. Vartanova, J.D. Bolter and R. Grusin, as well as empirical analysis of specific advertising cases in the digital environment, the author demonstrates that media convergence leads not merely to a change in distribution channels, but to a profound transformation of the nature of the advertising message. It becomes interactive, personalized, multimodal, and organically embedded in the user's content experience. The study substantiates the hypothesis that the effectiveness of modern advertising is determined not so much by the creativity of an isolated message as by its ability to integrate into the convergent ecosystem and leverage the participatory opportunities of the audience. A three-level model for the innovative integration of advertising art with news media is proposed, based on the principles of contextuality, interactivity, and narrative coherence.
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