Mass Communication Strategies for Audience Engagement in the Context of Digital Convergence and Contemporary Music Broadcasting
List of Authors
Hao Yi Ho, Su Zhang
Keyword
Mass Communication; Music Broadcasting; Audience Engagement; Digital Convergence; Streaming Platforms
Abstract
The convergence of digital technology and mass communication has fundamentally reshaped how music programs are produced, distributed, and consumed. As streaming platforms, social media, and smart devices increasingly mediate the relationship between content and audiences, traditional forms of music broadcasting are undergoing a paradigm shift. This study explores how mass communication strategies have evolved in the digital era to enhance audience engagement in music broadcasting. Through a multi-method qualitative approach, the paper analyses communication frameworks adopted by both traditional television programs and digital-native platforms such as YouTube Music, Spotify, and TikTok. It identifies three major dynamics: the rise of algorithm-driven personalization, the integration of immersive technologies (e.g., AR/VR), and the transformation of user behaviour from passive consumption to interactive co-creation. Drawing from communication theory, media studies, and music industry data, the study examines how these changes influence content strategies, audience loyalty, and monetization. The paper further investigates cross-cultural case studies to highlight regional differences in music consumption patterns and engagement strategies. The findings suggest that audience interactivity is not only a feature of digital platforms but a strategic imperative for all media involved in music programming. By synthesizing insights across disciplines, the study offers a comprehensive understanding of how mass communication continues to redefine the boundaries of audience engagement in music broadcasting. This research contributes to media and communication scholarship by offering an updated framework for analysing media convergence and cultural consumption in the digital era. It also provides practical implications for media producers, platform designers, and policymakers aiming to sustain relevance and profitability in the rapidly evolving music ecosystem.