1st Edition
Media Engagement Connecting with Audiences in Media Markets
PART I. THEORETICAL FOUNDATIONS AND MEASUREMENT
Chapter 1
Audience Engagement as Pillar of Sustainability of Media Companies: Now and Beyond
Mercedes Medina and David Kimber
Chapter 2
Engagement: Four Dimensions of Audience
Manuel Ignacio González Bernal
Chapter 3
Reviewing Audience Research in Light of the New Digital Scenario
Patricia Phalen
Chapter 4
Rebuilding Trust and Fostering Loyalty: Navigating the Challenges of Audience Engagement
Francisco J. Pérez-Latre
PART II. MEDIA ENGAGEMENT STRATEGIES
Chapter 5
The Changing Goals of Audience Engagement in Journalism
Jacob L. Nelson
Chapter 6
Navigating the Storm: Boosting Audience Engagement in an Age of News Avoidance
Alfonso Vara-Miguel and María Elena Gutiérrez Rentería
Chapter 7
The Key Role of Communication in Crowdfunding Projects for Building Trust and Engagement with Audiences
Gema Bellido and Mónica Herrero
Chapter 8
Narrative Memory and Engagement Strategies in Streaming Platforms
Alicia Urgellés-Molina
Chapter 9
Quality Content as Audience Engagement Strategy
David Kimber and Mercedes Medina
Chapter 10
Podcasts as “Individual and Community” Space to Engage
Kate Ames
III. MEDIA ENGAGEMENT: SOME INTERNATIONAL PERSPECTIVES
Chapter 11
Public Service Media and Online Engagement
Marcela Campos Rueda and Manuel Goyanes
Chapter 12
Hispanic/Latino Audience Engagement in the United States
Kenton T. Wilkinson and Enrique P. Becerra
Chapter 13
Inside the Newsroom of the Mind: How Jordanians and Saudis Engage with—and Disengage from—the Media
Ruba Mohd and Javier Serrano-Puche
Chapter 14
Understanding Audience Engagement in the Korean Media Market
Soontae An and Yujin Lee
Chapter 15
From Influence to Trusted Engagement: Navigating the Impact of AI on the Transformation of the Brazilian News Landscape
Francisco Rolfsen Belda
IV. TECHNOLOGY AND AUDIENCE ENGAGEMENT
Chapter 16
UGC and Audience Engagement: Keys, Contents, and Platforms
José María Álvarez-Monzoncillo, Lluc Vila-Boix, and Alicia Blanco-González
Chapter 17
Decoding Audience Emotions: Applied Neuroscience in Fiction Series Production
Patricia Diego, Enrique Guerrero-Pérez, Elena Martín-Guerra, and Carmen Romano
Chapter 18
Big Tech Companies and Consumers’ Media Engagement: With Great Power Comes Great Responsibility
Rodrigo Guesalaga
Chapter 19
Audience Engagement in Next-Generation Video: AI to the Rescue
Eli Noam
V. SYNTHESIS
Chapter 20
Audience Engagement: Now and Beyond
Mercedes Medina and David Kimber
Biography
Mercedes Medina is a Full Professor in the Marketing and Media Management Department in the School of Communication at the University of Navarra, Spain.
David Kimber is an Assistant Professor in the Marketing Department in the School of Business and Economics at Universidad de los Andes, Chile.
