Providing conceptual substantiation for the term “media integration model”

The modern era of globalization and digitalization has led to significant changes in the fi eld of mass communications, where media integration is becoming a key factor in creating effective communication processes. The rapid development of digital technologies and the expansion of communication channels have a significant impact on the transformation of classical interaction models, requiring media organizations, public and private structures to adapt to the new media environment. Media integration is the process of combining various media channels, platforms and tools into a single communication system, which ensures deeper and more flexible interaction with the audience. The article examines the features of the formation of the term “media integration model” as a new concept reflecting the processes of unification and interpenetration of various media formats and platforms. The term “media integration model” has become relevant in the context of the rapid development of digital technologies, globalization and transformation of the media space, which requires the creation of universal approaches to the integration of media content. The formation of the term is based on the analysis of existing approaches to media integration, the study of international experience and trends in the use of media platforms in government, business and educational structures. The article emphasizes that the “media integration model” involves not only the unification of media channels, but also taking into account axiological, cultural and linguistic factors, ensuring interaction with the audience at the intercultural level. Particular attention is paid to the creation of a universal integration platform “MediaHub” as an example of the practical implementation of the concept under study, capable of adapting to the specific features of various social, economic and cultural conditions. It also explores the possibility of applying a similar model in the Russian context to improve the media sector and increase its competitiveness. This paper thus contributes to the establishment of the conceptual tool of information integration and the development of strategies necessary for the effective communication in the modern information environment.