Convergence and interaction in the new media: Typologies of prosumers among university students
Keywords: 
Presumers
Convergence
Interactivity
Youngers
Cluster
Analysis
Factorial Analysis
Materias Investigacion::Comunicación
Issue Date: 
2015
Publisher: 
Servicio de Publicaciones de la Universidad de Navarra
ISSN: 
2174-0895
Citation: 
Sánchez Martínez, M. & Ibar Alonso, R. (2015). Convergence and interaction in the new media: typologies of prosumers among university students. Communication & Society 28(2), 87-99
Abstract
Most young people today are digital natives where the use of new media, is issued by the participation in a creative way an with a high degree of interaction. The emergence of tools making it easy without having high digital skills, has led the grown of prosumers. The aim of the paper is the analysis of th different profiles of this typology of users within the Madrid universities and its interest is settle not only to inquire about the convergent use of technology but also if their interests an motivations really focus on the consumption of new media content or if they participate in a creative way through new technologies, establishing new patterns that enhance interactivity and new business models in media.

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