Direct communication with the audience in brand media: evolution from monologue to dialogue and building a loyal community

this article is devoted to a comprehensive study of the evolution of forms and types of direct communication with audiences in brand media, driven by the digital transformation of communications. The aim of the study is to systematize and analyze these forms, identify their specific features and development prospects, and characterize key trends – the transition from monologue to dialogue, from multichannel to omnichannel, and from SMM to community management. An important objective is to develop practical recommendations for effectively building such communication. The methodological basis consists of a balanced combination of general scientific methods (analysis, synthesis, classification, comparative analysis, and a systems approach) and specific scientific methods (case studies, qualitative content analysis, and discourse analysis). The empirical base includes an analysis of successful practices from Russian and international companies, such as LEGO, Yandex, Sberbank, Ozon, Vkusno-I-Tochka, Teremok, and Dvukhmetrovyi Gid (Two-Meter Guide), ensuring the representativeness of the study. The key findings are as follows: a fundamental shift in the communications paradigm has occurred, with brand media transforming from a broadcasting tool into a key asset for dialogue and building a loyal community. Direct communication is structured into a system of monologues and dialogs, implemented through various channels. Interactive formats, which engage the audience in co-creation, are the most effective. Communication success is determined not only by technology but also by human factors: personalization, empathy, genuine interest in the audience, and adherence to ethical standards. Thus, direct communication is positioned as a strategic brand asset, requiring channel integration and humanized interactions to build long-term trust.

direct communication, brand media, loyal community, community management, dialogue, omnichannel, SMM, audience engagement, multichannel, content strategy, brand reputation, digital communication, feedback, empathy, case study