Особенности экономического поведения медиапотребителей в условиях активного развития нейросетей [Articol]

Abstract

The article examines the characteristics of media consumers’ economic behavior in the context of the rapid development of neural network technologies and generative artificial intelligence. It explores the transformation of audience interaction models and new patterns of media consumption driven by algorithmic recommendation systems, the reduced cost of content production, and changes in the media market structure. Contemporary media consumers, particularly representatives of Generation Z, are characterized by high multimodality, situationality, and variability of preferences, forming a “wandering audience.” The study analyzes key features of audience economic behavior influenced by algorithmic platforms and mass content generation by AI. Key factors affecting the economic value of media content are identified: trust in the source, personalization, format of presentation, and algorithmic information filtering. The article concludes that media business models need to be reconsidered in light of algorithmization, personalization, and trust factors to ensure the sustainable functioning of the media market in the digital environment.