Digital Media and Cross-Cultural Engagement in Broadcasting: Enhancing Host-Audience Interaction through Social Platforms
DOI:
https://doi.org/10.52152/RCR.V14.Sp1Keywords:
Digital Media, Broadcasting, Host-Audience, Social Platforms, Cross-Cultural Engagement.Abstract
The digital media, YouTube, Instagram, and TikTok have greatly changed the process of broadcasting by increasing cross-cultural interaction between broadcasting hosts and other people around the world through real-time interaction and communication. This has led to the emergence of new cultural exchanges, yet it is also a challenge to safeguard the originality of local cultures as globalization increases. The research question is to understand how digital media promotes cross-cultural interaction in television broadcasting, to analyze the host-audience interaction in social media in the context of different cultures, and to examine the theoretical framework and methodology used to attend to these interactions. Qualitative Systematic Literature Review (SLR) was employed; this entails gathering of peer-reviewed articles in large databases such as JSTOR, WOS, and ResearchGate. The research based on thematic analysis in the selection of studies had rigid and important inclusion and exclusion criteria, and the analysis of information was organized according to thematic analysis and key patterns and insights related to the research objectives. The results emphasize that digital platforms also contribute to cross-cultural interaction, as they provide an opportunity to participate in real-time communication and build an emotional bond between the host and the audience. Nevertheless, issues such as cultural adjustment and the homogenization of content were also revealed, and AI technologies proved to be significant in improving the host-audience communication. The paper will emphasize the importance of cultural adaptation to the broadcast industry and propose that future studies may contribute to the process of AI and digital literacy integration as tools in creating content and cross-cultural interaction on the global level.
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