Resumen

GONCALVES, Elizabeth  y  SANTOS, Marli. A New Environment for Narrative Productions: The Influence of the Subjects in (Re)action. Palabra Clave [online]. 2016, vol.19, n.2, pp.450-472. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2016.19.2.5.

An interactional feature of contemporary society, determined by the technological evolution applied to communication processes, makes an emphasis on the subjects and their tasks, and replaces the centrality of social structures. We have a design of a new stage of relations of subjects with traditional media and new media investment to fill the gaps left by those. The role of the receptor, now put in the category of participant of "actor", producer of "prosumer" is the focus of the text. We understand that not always the levels of interaction and the impacts on the subject of the action (subject to (re) action) by promoting effective communication technologies, i.e. shareability. Rather than act, only react, as social relations are embedded in a complex reality, with different sources and platforms. Interactions through actions and / or reactions to result in demands from new communication practices and new media formats, found in both journalism and advertising, but also in the texts of the organizations in general in touch with various public. The article is scheduled for a review of literature on the subject, and an example of emblematic cases that give rise to reflection raised.

Palabras clave : Communication; interaction; subjects; media; Internet.

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