Audiences, content and management of Transmedia Communication

Consumption of media and content in a proactive environment. One of the main transformations that digital technology has generated is the way in which the public, traditionally understood as a passive subject, now consumes media and content. Since the last decade of the last century, the term prosumer began to be used, referring to the consumer who also produces content. In the transmedia communication environment, the term user-generated content (UGC) is already accepted to highlight the public's participation in the generation of content that expands the story. In this thematic axis, the study of both concepts can be considered, as well as the empirical study of the public's behavior in media consumption, to recognize new trends.

Infotainment, author documentaries, fiction with a journalistic format, experiential marketing and reality shows are some examples of the new formats and genres in which communication is presented in a context in which the media collaborate and integrate to put yourself at the service of the idea that inspires the message. But not only is the hybridization between genres and formats appreciated, but it is also a normal manifestation of media companies to promote synergy between their different spaces. Is it necessary to have new criteria to evaluate content and media? What is the current scenario of media ecology? What profile should the new communication professional develop? This thematic axis aims to provide solutions to these and other questions related to the new processes that arise in the generation of content and the relationship between media.

Transmedia communication was developed in the field of fiction; experiences such as The Matrix led academics to reflect on this new phenomenon in which a story was expanded through different media to achieve a greater emotional connection with the public. This thematic axis seeks to advance this reflection to evaluate how the construction of possible worlds can be enriched from its genesis with transmedia storytelling strategies. The objective is to answer questions such as: What are the elements of the story and the possible world that offer the best opening for transmedia narrative? Should scriptwriters incorporate transmedia communication skills into their profile to create stories?

Communication is changing, and the way of managing communication also requires reflection that makes professional activity profitable. To achieve effective communication, it is necessary to have the resources that allow the media to have independence and not be carried away by the demands of a market in which everything is allowed. What insights can transmedia offer to rethink these business models? Is there a copyright management model that enhances media sustainability in a digitally dominated environment? What successful experiences do we have in the fields of journalism, film, television and advertising? This thematic axis seeks to reflect on the management of communication companies in a world of convergence and transmediality.