DEVELOPING DISTINCTIVE MEDIA PERSONAS: THE ROLE OF PRESENTERS IN INTEGRATED MEDIA ENVIRONMENTS

Abstract

In an era marked by constant evolution and media convergence, this study explores the challenges and opportunities faced by presenters who act as communication bridges between the media and the audience. The changing communication landscape, characterized by the involvement of multiple stakeholders, has posed challenges to traditional radio and television media in terms of audience engagement. Simultaneously, the presenter, as a pivotal communication figure, has the opportunity to craft a distinct personality expression within the integrated media landscape, thereby enhancing the bond between the audience and the medium. This research delves into the rationale behind the construction of personalized expressions, outlines effective strategies for their development, and addresses the existing challenges. It aims to provide insights into how presenters can optimize the realization of their personality expression in the context of integrated media, ultimately fostering stronger connections between the audience and the medium