TRANSFORMATIONAL VECTORS OF MEDIA MARKETING: PROFESSIONAL ANALYSIS AND MEDIA AS A NAVIGATIONAL INFRASTRUCTURE FOR DEVELOPING COGNITIVE MEDIA LITERACY

Abstract

The article examines the transformation of media marketing in the digital age through the conceptualization of media as the navigational infrastructure of the information environment and an exploration of the audience’s navigational and cognitive media literacy. It justifies the transition from the traditional model of media marketing – focused primarily on attracting attention and promoting content – to a model of managing informational visibility, trust, reputation, and the processes of information interpretation. It is shown that in the context of phantomization, algorithmizing, and information overload, the media are gradually performing not only the function of disseminating information but also the functions of selecting, structuring, filtering, verifying, and contextualizing it. Accordingly, the competitive value of the media is increasingly determined not by timeliness per se, but by the ability to provide audiences with high-quality context, analytical explanations, and informational navigation. Particular attention is paid to the relationship between the audience’s media literacy and the effectiveness of media marketing strategies based on trust, reputational capital, and responsible handling of information. It has been determined that navigational media literacy is an important competency of the digital audience, which ensures the ability to navigate an algorithmically organized information environment, identify relevant sources, and construct one’s own information path. Cognitive media literacy is viewed as the ability to critically analyze information, recognize manipulative influences, and consciously construct meaning in the context of informational and algorithmic pressure. It is argued that the combination of the media’s navigational function, the audience’s cognitive media literacy, and responsible media marketing creates new prerequisites for the social and competitive sustainability of the media