Future of Media: Predictions, Benefits, and Preferences
Future of Media: Predictions, Benefits, and Preferences

Author(s): Irma Gabinashvili
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital communications; narratives; new media; society
Summary/Abstract: This paper explores the future of media, focusing on key predictions regarding its evolution, benefits, and user preferences in the digital age. It examines the influence of emerging technologies such as artificial intelligence (AI), virtual reality (VR), and social media platforms, and discusses their implications on media consumption, production, and ethical practices. Through an analysis of existing theories by scholars such as Lasswell (1948), Lippmann (1963), McLuhan (1964), and Jenkins (2006), this paper investigates how the media landscape has transformed over the past decades and provides insights into future trends and challenges. Key themes include the dominance of digital media, the rise of personalized content, and the ethical dilemmas posed by algorithmic content delivery and misinformation. The findings suggest that as media continues to evolve, both consumers and media producers must adapt to the shift-ing dynamics, with an emphasis on ethical media practices and transparency.

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