The influence and role of media convergence in the transformation of traditional media in the digital age: on the example of Radio Azattyq

Abstract

This research paper offers a unique perspective on the changing format of information provided by the media during gradual and structural change of media convergence, with a specific focus on the often-overlooked Kazakhstani phenomenon. Media scholars have traditionally neglected this aspect of the transformation from traditional media to new media platforms. The study delves into how media convergence processes will reshape the mainstream media's method of information dissemination.

The study's primary goal is to analyze how media convergence is revolutionary, has changed the method of dissemination of areas and content, and impacted the economic model of radio, using "Azattyq Radio" as an example.

This study's scientific and practical importance is twofold. It first examines the transformation process of traditional media to new media platforms, offering valuable insights for other traditional media outlets. Secondly, it highlights the educational significance of this knowledge for regional media in Kazakhstan. The study not only explains the challenges posed by technological advancements but also provides a method for overcoming them, thereby enlightening the reader.

The study's methodology is based on in-depth interview analysis, a commonly used method in social sciences. This approach was chosen to measure the impact of the technological revolution on adjusting journalistic genre, platforms, and its consequences on the direction. The study relied on the experiences of individuals who had undergone this transformation, and the outcomes of the new experiment were also analyzed. The in-depth interview method, along with the qualitative content analysis, helped us gain reliable results and measure the outcomes. The study's data was collected in both online and offline formats, ensuring a comprehensive understanding of the subject.

The study's scientific contribution is an empirical study of the evolution of traditional media transformation, which was the primary gap in the studies in this field. The literature review has demonstrated that Kazakh media outlets' transmission from traditional dissemination to revolutionary methods was not appropriately studied. Conversely, the numerous of studies paid attention to general theoretical issues of the topic. This evidence shows that the study's contribution to the field is significant.