Digital Media: Its Concept and Role in the Economy

Povzetek

The issue of media has occupied an important place in societies throughout the ages, due to its
great importance in providing individuals and groups with economic, social, and political
information. However, the development of communication technology at the beginning of the
twentieth century endowed the media with a set of technical and professional features, which
helped and accelerated the delivery of information and the shaping of public opinion, especially
in developed countries. With the emergence of the pivotal role played by the Internet at the
beginning of the twenty-first century, especially with the appearance of social media, media has
become closely linked to economics and politics, as the digital environment has played a major
role in shaping public opinion and consumers in general through advertising programs spread
across social media platforms. This has highlighted new concepts related to media, such as media economics, digital media, media technology, etc. Through this paper, we will attempt to
address these concepts and the role they play in today’s media world.