INVESTIGATING THE CHANGING ROLE OF MEDIA IN COMMUNITY MOBILIZATION AND ITS EFFECT ON PROMOTING PERFORMING ARTS ON DIFFERENT MEDIA PLATFORMS

Abstract

This research explores the evolving relationship between Media Influence and Awareness and its impact on several crucial dimensions of media engagement and community mobilization, including Preferred Media Channels, Media Credibility and Trustworthiness, Community Engagement and Participation, and Media Platforms Usage. Utilizing a quantitative research design, a comprehensive survey was conducted, targeting a diverse cross-section of participants. The collected data were analyzed using regression and correlation techniques, revealing significant insights into these intricate relationships.

The results of the analysis demonstrate the substantial influence of Media Influence and Awareness on individuals' choices of Preferred Media Channels, highlighting the profound role these factors play in shaping media consumption patterns. Additionally, Media Influence and Awareness significantly affect perceptions of Media Credibility and Trustworthiness, underscoring the reciprocal relationship between awareness and trust in media sources.

Surprisingly, Media Influence and Awareness do not emerge as significant drivers of Community Engagement and Participation, suggesting that other factors may exert greater influence in fostering community involvement in the context of performing arts events.

Moreover, our findings affirm that Media Influence and Awareness have a pronounced impact on Media Platforms Usage, signifying a diversification of media consumption as individuals become more attuned to media's influence.

In conclusion, this research underscores the complex and multifaceted nature of the relationships between Media Influence and Awareness, media engagement, and community mobilization. While Media Influence and Awareness play pivotal roles in shaping media consumption and perceptions, they may not be the sole determinants of community engagement. These findings provide valuable insights for media practitioners, researchers, and policymakers seeking to navigate the evolving terrain of media engagement and its implications for cultural promotion and community mobilization in the digital age.

Keywords : Community mobilization, media platform, performing arts, media influence, media channel.