The international dimension of recreational media communication: global trends and local adaptations

Abstract

Recreational media communication (RMC) has become a vital component of the contemporary media landscape, fostering interaction between diverse cultures through content focused on leisure and entertainment. However, the development of a globalized media environment presents new challenges, compelling media companies to adapt global trends to local conditions while considering the cultural, social, and economic specificities of different regions. There are several global trends in RMC such as: 1. Digitalization and Globalization of Content. The rise of digital platforms such as Netflix, YouTube, and social media (Facebook, Instagram) has facilitated the rapid global distribution of recreational content. These platforms serve as principal agents of media globalization, yet they simultaneously enable localized adaptations by offering a variety of formats – including video, music, and online games – through which users from different countries engage with media (Thusu, 2007). 2. Media Convergence. Another prominent trend is media convergence, whereby traditional media (television, radio) integrate with emerging technologies (mobile applications, online platforms). This convergence enables the creation of interactive, multimedia content that is accessible anytime and anywhere. Particularly in recreational media communication, convergence enhances the ability to attract audiences across different cultures and social groups (Jenkins, 2006). 3. Interactivity and Personalization. The personalization of content through data analytics and artificial intelligence has become a crucial aspect of recreational media development. Media platforms leverage algorithms to tailor content to users’ individual preferences, offering personalized recommendations based on viewing histories and behavioral patterns (Soler-Adillon, 2018).