Media Convergence and Audience Behavior: Transformations in Information Consumption Culture

Abstract

This study examines the transformation of audience behavior within convergent media environments and its implications for contemporary information consumption culture. The research aims to analyze how media convergence reshapes audience interaction patterns, information selection behavior, and participatory communication practices across digital platforms. The study employs a qualitative research method using a case study design because this approach enables an in-depth exploration of audience experiences and socio-cultural communication dynamics in real-life contexts. The research was conducted in Jakarta, Indonesia, selected due to its high level of digital media penetration, active communication ecosystems, and rapid technological adaptation. The study involved twelve informants consisting of university students, digital content creators, online journalists, communication academics, and social media practitioners who were purposively selected based on their active engagement with convergent media platforms. The findings reveal that audiences increasingly consume information through multiple digital channels characterized by personalization, interactivity, and algorithmic mediation. The research also demonstrates that participatory communication culture has strengthened audience involvement in content production and information dissemination. The study recommends strengthening digital literacy education, ethical communication governance, and adaptive cross-platform communication strategies to address challenges related to misinformation and audience fragmentation within contemporary digital communication ecosystems.