Profile of the Cyber Media Audience: Discursive Representation and Praxis of Receiver 2.0

Abstract

This paper analyzes the audience created by cyber media and compares it to the actual profile of reader 2.0. After comparing the data obtained through two research phases (content analysis and quasi-experimental design) in the digital versions of 20 Minutos, ABC, El Confidencial, El Mundo, El País, El Periódico, La Información, La Vanguardia, La Voz de Galicia, Libertad Digital, La Razón, Público and e Huffington Post, we examine the audience’s profile and the communication flows between the media, the recipients and the community. Results show a discursive representation of the audience by the cyber media as participative, deliberative, and as clients and members of a fragmented community. However, in practice, the reader is commercialized. It also confirms the lack of communication between the media and its audience due to the absence of a common code, and a promising way of communication between the receiver and the community emerges, with the possible elaboration of counterhegemonic discourses.