He protagonist of all the media of this time is not the television open, nor social networksnot television via streaming, nor digital platforms, nor radio in all its forms, nor podcasts, nor digital and printed newspapers, but the viewer. That is the supreme leader of the media, who stopped being a silent and passive recipient, to become a desirable actor in today’s media ecosystem.
Before, its role was very limited because it necessarily had to consume what there was.
Now, he has the command and the final decision of his preferences. From sharing what you see, to creating your own content.
In addition, you can choose what to see, when to see it and even be part of the content by sharing or censoring it.
Professor Henry Jenkins, a specialist in digital culture, maintains that social networks transformed advertising communication into a participatory process. The consumer is no longer just a receiver: he comments, shares and modifies.
The audiences of this time are what make or break media leadership. It is big or not depending on the amount of public that follows the content, the number of times they follow it, the length of time they follow it, etc.
Long ago, the media spoke and the audiences only listened; Now audiences also respond, give their opinion, criticize and even influence.
A medium is big or small depending on the amount of audience it has. That’s where everyone’s business and aspiration is. The more audience, the more convenience in every sense.
