Digital audience characteristics and their relationship to methods and factors of interaction with content news platforms

Author

Faculty of Mass Communication, Cairo University

Abstract

This study aimed to analyze digital audience characteristics and their relationship to methods and factors of interaction with content news platforms. It applied a field study by using a questionnaire tool on 320 members of digital audiences, in addition to the focus group discussion tool that the researcher employed to conduct a discussion with three digital representative groups of the audience categories, with the aim of deepening the results of the questionnaire.
The study referred to the digital audience as a content creator, recipient, and interactive with it. His interests and preferences are diverse and rapidly changing. The audience has a visual culture that interacts more with the visual content of images and videos than with texts. In addition, the behaviour of digital audiences is diverse across social media platforms.
The results show that 48.4% of digital audiences followed news content to a moderate degree. In addition, there are factors that affect the interaction of digital audiences with content news platforms, like the title of the news, the importance of the event, and pictures and videos related to the news.
The study recommended that news organizations should have a guidebook for interaction with the digital audience.

Keywords


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