AXIOLOGICAL ASPECT OF MEDIA INTEGRATION IN THE FIELD OF MASS COMMUNICATION

Abstract

The article analyzes the axiological aspect of media integration in the field of mass communication. In the context of globalization and digitalization of the media environment, traditional ways of interacting with media content are changing and new approaches are needed to integrate various formats and communities. The article determines how axiological factors influence media integration and ensure interaction with the audience at the level of value orientations. The article discusses the main trends in the use of the axiological approach to understand changes in media communication. The study shows that it is important for modern society to rethink traditional views on culture, since media act not only as a source of information, but also form cultural guidelines and norms of behavior. Analysis of communication and linguistic features in the MediaHub community on VKontakte, based on the axiological approach, allows to highlight several important aspects. These aspects not only reveal the unique features of the language used in the community, but also emphasize its importance in the educational and information environment. Particular attention is paid to the interaction of axiological parameters in the context of digitalization and their impact on media integration in the field of mass communication.