Part I: Theoretical Foundations and Measurement: Audience Engagement as Pillar of Sustainability of Media Companies: Now and Beyond

Abstract

After years of exploring what audience engagement truly means and how media organizations can attract and connect with the public, most scholars acknowledge that relevant content is one of the most critical factors in engaging audiences. This introductory chapter reviews the latest literature on audience engagement in media and summarizes the key theories surrounding this topic. Understanding why audiences engage with media content is vital for rebuilding trust and aligning media companies with their fundamental mission, i.e., to inform and entertain responsibly and meaningfully. To enrich this discussion, renowned authors have been invited to share their insights and expertise on audience engagement, offering perspectives ranging from theoretical frameworks to practical applications. These contributions span diverse media formats, from emerging platforms like podcasts to more traditional, legacy outlets.