Perception of time in the media space

the article is devoted to the study of time perception in modern media space, considered as an integrated structure of mass communication channels. The author analyzes the impact of the temporal factor on the audience's perception of information, focusing on its role in the transformation of behavioral patterns, marketing strategies and social interaction. Special attention is paid to how the speed of life, technological innovations and cultural features shape individual and collective perception of time in the conditions of information abundance. The methodological basis of the study includes qualitative analysis of media content, interviewing of specialists and target groups, and a comparative approach to the study of cultural differences in temporal perception. The results show that advertising and content become more effective when the audience's temporal expectations are taken into account. Short formats are preferable under time constraints, but full-format materials remain in demand if they are characterized by high quality performance. The article reveals various forms of temporal structures in media: chronological, rhythmic, metaphorical, parallel and condensed time. The phenomena of accelerated perception of life, fragmentation of attention and audience synchronization are analyzed. The author concludes that for a successful media strategy it is necessary to take into account the temporal attitudes of consumers, adapting the content to the dynamic conditions of the digital environment. Understanding the peculiarities of time perception becomes a key tool in the development of effective media content and communication policy in the conditions of global media transformation. The study emphasizes the need for a multilevel understanding of time as a category that determines not only the consumption of information, but also the nature of human interaction with media reality.

time, media space, perception, technology, media content consumption