Abstract: The text presents outlines of a new media paradigm. This is an attempt to set out some of the fundamental transformations of the media environment. Media companies are trying to find effective innovative business models while looking to find new ways for production and distribution of media content. The toolkit for executing journalistic activity renews upgrades and expands and there is an increased number of alternative platforms for distribution of media products. Various opportunities for engaging the audience are also opened. Technology will increase its functionality and ubiquity, and it will continue to directly influence the development of the media landscape and its transformations, which will result in future scientific research in the field.
Keywords: transformation of media environment, new media paradigm, media business models, professional roles in journalism, professional competencies in journalism, media content.
Rhetoric and Communications E-journal, Issue 23, July 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464