AUGMENTED REALITY IN MEDIA COMMUNICATION: BRIDGING INNOVATION AND AUDIENCE INTERACTION

The active integration of Augmented Reality (AR) technologies into media communication has significantly altered the ways in which content is consumed and interacted with. AR technologies offer new opportunities for creating innovative content formats, simplifying complex messages, and enhancing audience engagement. This paper explores the use of AR in various media projects, including interactive exhibitions and educational platforms, and its impact on audience interaction. Particular attention is given to the advantages and challenges of implementing AR in the media industry, as well as its future prospects, emphasizing its potential to revolutionize content creation and strengthen the connection between media and audiences in the context of the digital transformation of the modern world.