NEW MEDIA, COMMUNICATION AND AUDIENCE TRANSFORMATION IN THE AGE OF AI

Abstract

This study reviews the transformation of communication in the age of new media and artificial intelligence, addressing a critical research gap in understanding how algorithmic curation, immersive technologies, and participatory cultures reshape communication flows, trust, and governance—particularly in under-researched contexts of the Global South. While existing scholarship extensively covers technological affordances and regulatory responses, there is limited longitudinal and context-specific evidence on the cognitive, cultural, and societal implications of these shifts. The objectives are fourfold: (1) to map continuities and disjunctures between classical and digital-era communication theories, (2) to trace the evolution of media from print to Web 3.0 ecosystems, (3) to examine how new media tools reconfigure interpersonal, institutional, and societal communication, and (4) to assess emerging ethical, cultural, and regulatory dilemmas. Methodologically, the paper adopts a systematic literature review, synthesizing interdisciplinary studies on interactivity, convergence, algorithmic personalization, immersive communication, and digital governance. The review critically compares theoretical frameworks, empirical findings, and policy interventions across regions. Key findings reveal that while new media democratize participation and diversify cultural expression, they simultaneously exacerbate risks of misinformation, platform monopolies, surveillance, and digital divides. Moreover, AI-driven personalization enhances engagement but fragments epistemic trust, while immersive technologies introduce both opportunities for collaboration and risks of cognitive overload. The study contributes by reframing classical theories through socio-technical and networked perspectives, highlighting ethical and regulatory imperatives, and proposing future research directions on trust, inclusivity, and sustainable governance in digitally mediated communication systems.