International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025
p-ISSN: 2395-0072
www.irjet.net
Redefining Media Practices: The Synergy of Media Convergence and Emerging Technologies - A Deep Dive into the Transformative Impact of AI, AR, and VR ¹Niranjan Thomas M, ²Dr. Thulasi Bharathy M. ¹Niranjan Thomas M Assistant Professor Vels Institute of Science Technology and Advanced Studies, India, ²Dr. Thulasi Bharathy M Assistant Professor Vels Institute of Science Technology and Advanced Studies, India. ----------------------------------------------------------------------***--------------------------------------------------------------------Abstract The landscape of media practice is rapidly shifting as traditional media formats converge with innovative digital technology. This article delves into the intricate relationship between media integration and the technological revolution of developing technologies, including artificial intelligence (AI), augmented reality (AR), and virtual reality. This study will use in-depth analysis to explain how the intense interaction of these forces affects the best of nature, consumption, and distribution. In the realm of media creation, AI integration is a driving factor. AI, which is powered by machine learning algorithms, enables content makers to revolutionize the way they tell stories. Automated content generation, predictive analytics, and personalized recommendations have become indispensable tools in the hands of media professionals, boosting productivity and efficiency. As AI advances, its impact on journalism, movies, and media becomes more obvious, leading to a revolution in how stories are made and distributed to diverse audiences. This study takes a qualitative method to better understand the complex interaction between social media and the shifting effects of emerging technologies, notably artificial intelligence (AI), augmented reality (AR), and virtual reality (VR), as well as modern media practice. Ethical considerations are built into the research design to address issues about privacy, algorithmic bias, and innovation. The study will conclude with recommendations for media professionals, policymakers, and researchers on how to leverage the benefits of emerging technologies while addressing the issues in the appropriate context, providing vital insight into the discontinuities of evolving media and technological change.
Keywords: Convergence, Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), Technology Shift.
Introduction The rapid evolution of technology has fundamentally changed the media landscape, resulting in a significant shift characterized by the merging of traditional and digital media. This process, known as media convergence, involves the integration of different media platforms and technologies, leading to new ways of delivering and consuming content. As audiences increasingly seek more interactive and personalized experiences, media organizations are required to adapt their strategies to meet these expectations. The introduction of emerging technologies like Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR) has been crucial in this transformation, offering innovative tools that enhance user engagement and redefine content creation and consumption. This development is focused on the collaboration of media convergence and emerging technologies. AI's ability to interpret massive amounts of data enables media businesses to adapt content to meet individual preferences, increasing customer satisfaction and retention. At the same time, AR and VR technologies provide immersive experiences that combine the actual and digital worlds. This convergence not only improves the customer experience, but also allows authors to experiment with new storytelling techniques and interactive formats. As a result, audiences are no longer passive consumers of information; they actively participate in their media experiences, shaping narratives through their interactions. AI, AR, and VR also have a big impact on industries such as education, healthcare, and retail, in addition to entertainment. In education, for instance, AR and VR technologies encourage experiential learning by allowing students to interact with complicated ideas in a practical setting. In the healthcare sector, these technologies provide innovative means for training medical professionals and enhancing patient care through simulations. Similarly, in the retail industry, AR applications
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