Meediasillastuses

Meediasillastuses is a term used in media studies to describe practices that bridge media ecosystems to reach audiences across multiple channels. It encompasses cross-platform storytelling, collaborative production, and the blending of formats such as text, video, audio, and interactive features, with the aim of creating coherent audience experiences that span traditional outlets, online platforms, and social media.

The term is used in Estonian-language discourse and other Baltic and Nordic media discussions as a shorthand for strategies that connect traditional journalism with digital ecosystems. It emphasizes coordinated editorial planning and audience engagement across channels rather than isolated publishing, and it often involves partnerships between outlets, brands, and platforms.

Key features of meediasillastuses include cross-publishing across outlets and platforms, reuse and adaptation of content into modular formats, and the integration of analytics, social listening, and audience feedback to guide storytelling. It favors hybrid formats, such as a single narrative released as a news article, a podcast, a video report, and a data visualization, all linked and mutually reinforcing.

Criticisms note that the term can be vague or blurred with marketing language, and that ambitious cross-platform schemes may risk editorial fragmentation or increased platform dependency. Effective implementation requires clear editorial standards, transparent partnerships, and robust measurement across channels.

Related concepts include cross-platform journalism, transmedia storytelling, media convergence, and audience-centric storytelling.