THE ROLE OF ANTROPOMORPHISM IN DETERMINING USER ENGAGEMENT AND PERCEPTION IN MODERN MEDIA AND TECHNOLOGY

This paper explores the role of anthropomorphism in contemporary media and technology, focusing on its impact on user engagement, perception, and interaction. Anthropomorphism, the attribution of human characteristics to non-human entities, is increasingly utilized across various forms of media, including animated films, advertising, virtual assistants, and social media platforms. By humanizing non-human elements, such as animals, objects, or machines, these media forms create more relatable and emotionally compelling narratives. The paper examines how anthropomorphism enhances user interaction, fosters emotional connections, and simplifies complex themes, making them more accessible to a wider audience. Furthermore, it analyzes the cultural and cognitive implications of anthropomorphism, discussing how it reflects and reinforces societal values and ideals. Through a multidisciplinary approach, incorporating insights from linguistics, psychology, and media studies, this paper highlights the cognitive, emotional, and cultural dimensions of anthropomorphism, offering a deeper understanding of its pervasive role in shaping modern media and technology.