Conectar con el público: diseño estratégico de las comunidades de usuarios por la TV convergente

Authors

DOI:

https://doi.org/10.15847/obsOBS1122017945

Keywords:

Virtual communities, television consumer, digital convergence, programming strategies, digital tv

Abstract

The challenges of human interaction go through the basic need to connect. TV digitization resulted in a converged environment that strengthens the "de-massification of the mass media". The increasingly personalized, targeted, shared and commented consumption require strategies to connect directly to each user, while seeking his own connection with other public and with the media. This article is part of the strategic interests of the user communities in the converging TV, especially among the millennial audience. We conclude that have barely yet developed its potential and opens an avenue of discussion to improve the connection between the transmedia programming and audiences.

Author Biographies

Ana Isabel Rodríguez Vázquez, Universidade de Santiago de Compostela (USC) y miembro del Grupo de Investigación Estudios Audiovisuales (GEA) de la USC

Departamento de Ciencias da Comunicación

José Ignacio Aguaded, Universidad de Huelva (España) y Director del Grupo Comunicar y del Grupo de Investigación Ágora

Universidad de Huelva. Facultad de Ciencias de la Educación. Departamento de Educación, Campus de El Carmen. 21071 Huelva (España)

Rosa García-Ruíz, Universidad de Cantabria (España) y miembro del Grupo de Investigación Milet (Methods and innovation for learning and teaching)

Universidad de Cantabria. Facultad de Ciencias de la Educación. Avda. de los Castros, s/n 39005 Santander

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Published

2017-07-07

How to Cite

Rodríguez Vázquez, A. I., Aguaded, J. I., & García-Ruíz, R. (2017). Conectar con el público: diseño estratégico de las comunidades de usuarios por la TV convergente. Observatorio (OBS*), 11(2). https://doi.org/10.15847/obsOBS1122017945

Issue

Vol. 11 No. 2 (2017)

Section

Articles

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