This book offers an overview that documents the transformations and challenges faced by the media, users/citizens, and organizations and institutions. From this angle, the book is made up of four large blocks: in the first of them, a historical journey is carried out, in order to relate the appropriation of participation spaces in the offline public sphere, with those that have emerged later, already with the generalization of the Internet. In the second block, the activation of the audiences is studied, while interactivity is proposed as an essential factor for the innovation of online media. In the third block, on the other hand, the relationships between digital communication media and their users are analyzed, emphasizing the new narrative products that emerge as a result of this greater interaction. Finally, in the fourth block, the organizational and institutional perspective is explored, based on diluted promotion and the generation of positioning strategies; In this same block, the design of automated communication systems is also deepened, with which a simulation of participation is generated.
|Translated title of the contribution||Digital media, participation and public opinion|
|Original language||Spanish (Colombia)|
|Place of Publication||Bogotá|
|Publisher||Tirant lo Blanch|
|Number of pages||437|
|State||Published - Jan 2021|