Media Convergence as a Process of Integration of Media Innovations in the Networking Community

Abstract

 This article discusses the theme of media convergence in the social aspect. The aim of the study is to identify trends, problems and prospects of this unique phenomenon. Research methodology was based on a synthesis of theoretical and practical material, structuring the available information and expert assessment method, which allowed us to obtain data to justify the conclusions of the study on media convergence as the integration of media innovations in online community. As the result of media convergence, the three emerging trends can be identified: multimedia product, hypertextuality and new media. New media have created and continue to shape social communication model. Media innovations lead to new forms and ways of presenting information, influencing its perception, thinking of its consumers, updating the social aspect of the media convergence processes.