Transformation of Mass Communication in the Digital Platform Era: Analysis of the Influence of Media Consumption Patterns on Public Opinion Formation

Abstract

This study examines the transformation of mass communication in the digital platform era and investigates how shifts in media consumption patterns influence public opinion formation. The research addresses the gap between classical mass communication theories and the algorithm-driven realities that increasingly dominate digital public spaces. Employing a quantitative explanatory survey design, the study systematically explores relationships between media exposure and opinion dynamics. Data were collected in Palangka Raya, a rapidly digitizing urban environment, from 200 purposively selected digital media readers based on their media consumption intensity and engagement with public issues. Findings reveal a marked transition from traditional media to personalized, interactive, and algorithmically curated digital platforms, resulting in information fragmentation and opinion homogenization. The novelty of this research lies in integrating media exposure models with filter bubble dynamics to explain opinion formation in digital contexts. The study recommends enhancing digital literacy, increasing algorithmic transparency, and formulating adaptive communication policies to safeguard the quality of public discourse in the digital age.