Abstract
The study aimed to examine the impact of multimedia elements and interactive components on user engagement with content. It was conducted across three leading media platforms: The Guardian, National Geographic, and The Washington Post. The objective was to analyse the influence of multimedia formats and interactive features on audience engagement and the effectiveness of shaping public opinion through content analysis of media platform publications in 2023. In parallel, an assessment of social media was carried out to evaluate audience reactions beyond the primary media resources. The key findings indicated that interactive elements significantly enhance user engagement, fostering active discussions, increasing the number of comments, and encouraging content sharing via social networks. Interaction through surveys, votes, and comments was found to not only attract attention to the material but also deepen understanding and critical reflection on the presented information. On platforms where multimedia formats (such as videos, infographics, and interactive maps) are actively utilised, a significant increase in user dwell time and engagement has been observed. These tools create new opportunities for communication between media outlets and their audiences, enabling media platforms to better respond to user interests and needs. The study also confirmed that multimedia content and interactive elements serve as powerful instruments for shaping public opinion, particularly in an era of high information saturation and rapid global changes. Interactive features not only enhance user engagement but also facilitate the formation of communities around specific topics, amplifying the dissemination of information through social networks and increasing interaction with media content. Media platforms that actively employ these technologies can not only attract attention but also foster deeper connections with their audiences, contributing to the development of more informed and critically engaged public discourse. Methodologically, the study was based on a content analysis of publications on selected media platforms throughout 2023, allowing for the examination of a broad range of topics, including social, political, environmental, and cultural issues
Keywords
journalism; media space; audience; content; interactive technologies; transformation
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