From the View to Share: The Role of Viral Communication in Transforming the Media Ecosystem

Authors

  • Alberto Dafonte-Gómez Author Universidade de Vigo
  • Xabier Martínez-Rolán Author Universidade de Vigo

Keywords:

Mass media, interactive communication, social interaction, information transfer, information dissemination (Source, Unesco Thesaurus).

Abstract

Since the emergence in the mid-1990s, the concept of “media virus”, the phenomenon of viral communication has not done more to expand, integrate and transform the media ecosystem. This article reflects on the changes that the rise of social user behavior has occurred in the way media companies create and distribute content. Following an initial tour on the behavior of users against media content and the motivations that they have to share with their community, establish relationships between these new patterns of consumption and distribution among peers and the adjustments to the content to the practices have been occurring at present. Through a case study on shareability options in major online newspapers in Argentina, Brazil, Bolivia, Chile, Colombia, Spain, Guatemala, Mexico, Peru, Portugal and Venezuela.

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Author Biographies

Alberto Dafonte-Gómez, Universidade de Vigo

Profesor Contratado Doctor en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Vigo (España)

Xabier Martínez-Rolán, Universidade de Vigo

Profesor Asociado en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Vigo (España)

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Published

2015-09-26

How to Cite

Dafonte-Gómez, A., & Martínez-Rolán, X. (2015). From the View to Share: The Role of Viral Communication in Transforming the Media Ecosystem. Palabra Clave, 19(2). Retrieved from https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/5653

Issue

Vol. 19 No. 2 (2016)

Section

Articles

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