Digital technologies and modern media audiences

Thanks to modern digital technologies, content reaches audiences quickly, is presented in an attractive format and evokes a wide range of emotions. Researchers have gathered a wealth of data on what influences people and how, but they do not fully understand the mechanisms of viral information dissemination, the formation of online discussions and the creation of social connections. They are also concerned about how the media consumption habits of future generations will develop. Neural networks are already recommending digital content to individuals based on their preferences and previous searches. Will we be able to control content delivery in the future? 

In our next lecture we will explore the key characteristics of the modern digital media audience, the technologies used to study and deliver content, the characteristics of digital communities and their sentiments. Kamilla Nigmatullina will also present the results of new research and share predictions about future audience behaviour. 

Lecturer 

Kamilla Nigmatullina is the head of the Master’s programme Artificial Intelligence in Journalism and Media Communication and a member of the board of the St Petersburg branch of the Russian Union of Journalists. Kamilla is also the director of the Centre for Modern Media Research at the Southern Federal University, the author of more than 70 academic publications, and a media literacy instructor and consultant. 

The lecture will be streamed online in Russian with simultaneous translation into Spanish as part of the celebration of the 300th anniversary of SPbU — Russia’s oldest university.

Registration