XXVII CONGRESO INTERNACIONAL DE LA SEP. Transformación digital. Desafíos y expectativas para el periodismo. logo

 

Active audiences and distribution strategies

Active audiences and distribution strategies

In the new media scenario, reflecting on the situation and challenges of journalism is key to understanding and anticipating the prominent and at the same time complex role of the producers and consumers of information. In recent years, the emergence and multiplication of communication channels has led, on the one hand, to new opportunities to distribute informative content by the media, as well as by companies and / or institutions. Social networks on the Internet, online radio and podcasting, connected television, online messaging platforms and news and content aggregators are some of these possibilities. New strategies for the distribution of informative content that, on the other hand, have encouraged citizen participation in the communication system. Also the segmentation of the audience.

However, Habermas's ideal of “deliberative democracy” or the discursive formation of public opinion is diluted in the era of social networks and fake news. In times of the Internet, which are also times of disinformation, the challenge of journalism is and will be to create well-informed, critical and independent citizens thanks to the greater professionalization and specialization of the sector, giving rise to more plural societies.

Themes:

  • New content distribution channels and possibilities of relationship with audiences.
  • Journalism, citizenship and public opinion. The power of the public in times of fake news.
  • Means of communication and adaptation to the receivers and audiences of the XXI century.
  • Experiences, analysis and perspectives. Tailor-made communication: content personalization and audience segmentation.
  • Challenges, opportunities, innovations and horizons in the distribution of informative content


Coordinators:

Maritza Sobrados León
Universidad de Sevilla
Aránzazu Román San Miguel
Universidad de Sevilla

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