La metamediación: el primer paso para una gestión de las audiencias

Abstract

The mass communication media have traditionally mediated between their news sources and their audience or readership. The public in this paradigm has assumed an ever more passive role. The new communication net works and the crisis in the model for the mass media (a crisis which has become quite obvious in the newspa pers) facilitate a new function of the media: metame diation. Metamediation is a concept that encapsulates the process of mediation that a communication medium can initiate with its audience. Metamediation takes place when journalists mediate among the readers of a publication or among the viewers of a program. And this metamediation makes sense if it improves the news pro duct and incorporates the voice of the public as a pri mary source of content in the new communication media.