Experts debate "netflixification" of media and how to articulate citizen participation in the digital environment



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## Experts debate "netflixification" of media and how to articulate citizen participation in the digital environment The ITACA research group of the UJI promotes the creation of mechanisms to promote and articulate the involvement and cocreation of audiences in the public media

04/11/2019 |
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* [![I Conference on Digital Culture jornada-cultura-digital Jornades_Cultura_Digital_19DLL066_in](/com/noticies/2019/11/1q/jornada-cultura-digital/Jornades_Cultura_Digital_19DLL066_in.jpg)](#)

  The Department of Communication Sciences of the Universitat Jaume I (UJI) is holding today and tomorrow in Menador Cultural Space the I Conference on digital culture, citizen participation and public media, organised by the research group ITACA.

The Department of Communication Sciences of the Universitat Jaume I (UJI) is holding today and tomorrow in Menador Cultural Space the I Conference on digital culture, citizen participation and public media, organised by the research group ITACA. In the first session, experts debated the so-called "netflixification" of the media as "a challenge to promote public involvement in the co-creation of contents", as indicated by the director of the Center for Media, Data and Society of Budapest (Hungary) Marius Dragomir, who gave the inaugural lecture.

Dragomir analysed the different challenges facing the media in order to promote citizen participation. These are linked, in his opinion, to three fundamental factors: "Financing models, both public and private, governance systems and content production, an area in which the interaction tools of social networks stand out, especially Twitter and Facebook".

COLLABORATIVE AUDIENCES  
One of the ways to boost citizen participation in the media is to "encourage the creation of protocols to promote newsrooms that integrate ways of collaborating with audiences and thus create open, transparent and versatile digital agoras, instead of investing in distribution platforms that quickly become obsolete", said Marius Dragomir, who has warned of the expansion of "individual consumption patterns. In fact, "rather than continuing with subscription services or contribution models, innovative alternatives must be found to attract audiences to the media", concluded the Center for Media, Data and Society researcher.

The 1st Conference on digital culture, citizen participation and public media, organised by the ITACA-UJI research group, was opened by the general director of À Punt Mèdia, Empar Marco; the president of the Spanish Association for Research in Communication (AE-IC), Enrique Bustamante; the vice-rector for Culture and Institutional Relations, Carmen Lázaro, and the director of both the Department of Communication Sciences of the UJI and the ITACA research group, Javier Marzal.

The director general of À Punt Mèdia, Empar Marco, stressed the importance of "promoting digital innovation, an area that is not only a question of technology, but how citizens should contribute through co-creation, resource management, proximity to the university, etc.". "Innovation also means organising, financing, producing, analysing the audience, consumption and uses, as well as new media governance and collaboration between journalism professionals and communication researchers", according to Marco.

Enrique Bustamante has warned about "the commercialisation of communication, a crisis that affects all fields, from organisation to business to the creation of content". The president of AE-IC, who defends that communication is culture, has advocated the creation of an ethical code in the face of "a process of enormous gravity, since communication has gone against the interests of the majority of society". And, in this sense, "it is essential for social science research to reach society in order to foster critical public opinion, as well as to facilitate governance, participation and the transmedia transformation of content into public media in the digital age".

The Vice-rector Carmen Lázaro stated that digital culture "is an ally of democracy". "The Internet has modified relations in public life, but it also allows for a territorial structuring in which new political subjects focus more on personal experiences than on collective and public ones", she commented. In this sense, "encouraging public participation across the board in the different areas, both in the media and in the digital environment, is fundamental and a basic element of today's culture", in the words of Lázaro, who spoke on behalf of the rector of the UJI, Eva Alcón.

For his part, Javier Marzal emphasized the "vocation of public service of the Department of Communication Sciences of the UJI because the research we do in the academy should not stay in the university, but extend to society. "Our objective is to train future information professionals, a mission that does not usually coincide with the commercial interests of many private communication corporations", said the head of the ITACA-UJI group.

One of the goals of this conference, as explained by Marzal, is "to clarify how the participation of citizens is articulated in the public media, including creating mechanisms, know-how and, in this way, also legitimizing the public media in a context of both digital and crisis of the global communication environment, aggravated by fake news, and very hostile to publicly-owned corporations".

The 1st Conference on digital culture, citizen participation and public media, which will conclude tomorrow in Menador, is part of the research project "Citizen participation and public media. Análisis de experiencias de co-creación audiovisual en España y Europa (PARCICOM)", code RTI2018-093649-B-I00, project financed by the 2018 Call for R+D+I Projects "Retos Investigación", of the State R+D+i Programme aimed at the Challenges of Society, Ministry of Science, Innovation and Universities, for the period 2019-2021, under the direction of Javier Marzal Felici, Professor of Audiovisual Communication.

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