Transforming conceptual models of international media brands in the era of globalization on the example of different countries

Abstract

       In the modern world, media is constantly being transformed. Transnational corporations are trying to take over the media space of as many countries as possible. Naturally, the goal of this is to win the marathon against the competitors. In addition, the digital age has created the need to create multimedia platforms, news agencies, blogs, vlogs, websites and other mainstream channels. The urgency of the issue is determined by the fact that today there are already many precedents of how the print editions of the leading news media are closed and replaced by multimedia platforms. Naturally, this leads to cost optimization. However, this process has many critics. A certain part of media researchers sees in it the end of traditional media and fear that in the not-so-distant future, printed publications may be canceled altogether. In addition, the topicality of the topic is also determined by the fact that successful international media outlets try their best to cover as many countries as possible and establish their own local editorial offices. Many of them successfully implement all this, however, there are often cases when the work of the local editors turns out to be unsuccessful. The purpose of the review article is to review the current processes in different continents or countries of the world, in particular, how traditional international media brands are transformed into multimedia platforms and their desire to be represented on the media market of as many countries as possible. It was necessary to discuss the scientific publications presented in the research with the method of critical discourse, so that the studied issue could be presented as diverse and interesting as possible, so that not only the scientific community, but also any reader interested in the topic in general, could obtain the necessary information.