Media and Social Innovation: The Rise of Active Audiences in the Digital Environment

Andamios Journal

The widespread use of the Internet has generated profound changes in the media over the past two decades. The rise of new media, far from being limi ted to incorporate a new broadcast channel, has caused profound changes in the way audiences consume media and participate in its contents. Similarly, the term innovation has also expanded from its traditional sense relating to the technological advances in industrial environments to a wider conception in which improve ments in services, in products, in marketing and work organization are also included. We discuss these concepts and lists the innovations produced in the field of media and, especially, those that can be considered as social innovations.

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