Digital journalism is seeking to redefine its role in the communicative ecosystem in the network society of the third decade of the 21st century. This has been made through innovation processes that entail renewed narratives and formats, greater user involvement, and advanced dissemination strategies. Thousands of digital native media, most of which have come to prominence in last ten years, have undertaken this process of adaptation and reinvention. It has happened during a period of intense media coverage and constant technological changes. Based on the most recent research in the journalistic field, and on an empirical study of the most innovative digital native media within reach from an international perspective (n = 26; 20 digital native media + 6 traditional newspapers), this text reflects on current trends and the likely consequences of the changes underway within journalism, the journalistic profession, and research in the journalistic field. The results are structured according to the three assessed areas: mobile narratives, diffusion strategies, and user involvement.

Las recomendaciones de productos y servicios en Instagram por parte de influencers se han convertido en una práctica publicitaria generalizada. El 68% de los usuarios españoles de redes sociales sigue a influencers, por lo que las marcas ven en ellos un canal valioso para prescribirse y ganar consumidores. No obstante, este tipo de prácticas se realizan al amparo de un vacío legal que podría perjudicar los derechos de los usuarios. Se analizan 750 publicaciones de los 25 influencers de moda más relevantes en España para comprobar cuántas de ellas se presentan como publicidad y no como opiniones personales. Los resultados evidencian la utilización de estas técnicas de recomendación como publicidad ilícita o engañosa, lo que exige un marco regulador legal y concienciación de los órganos de autorregulación y de las propias redes para suplir estas lagunas y garantizar la calidad de la comunicación entre marcas y públicos.

Introducción. En el escenario mediático actual han cambiado las formas y las posibilidades de informarse, y en esta investigación analizamos el consumo de noticias en los medios, en Internet y en las redes por estudiantes de Ciencias Sociales, diferenciando los que cursan Periodismo. Metodología. Seleccionamos 100 estudiantes de tercero y cuarto curso de cinco universidades públicas ubicadas en ciudades con características socioeconómicas diferentes para comprobar si el entorno influye en el comportamiento y en el consumo de información, y si se refleja en las rutinas, en el interés y en las preferencias. Resultados y conclusiones. La prensa, la radio y la televisión siguen perdiendo audiencia y la mayoría de los alumnos ya se informan a través de soportes digitales porque están desconectados de los escenarios clásicos. Gracias a la tecnología, existe una nueva forma de relacionarse con el espacio y de gestionar el tiempo, y esta circunstancia afecta a las formas de acceso, a los contenidos informativos y a las posibilidades de conocer lo que sucede en la actualidad.

Following the migration of influencers from YouTube to Twitch and the boom in popularity experienced by the latter social network, this paper explores if brands are capitalizing on the influence capacity of streamers or if streamers might be getting money from their own content. In order to investigate this, it was necessary to perform a quantitative analysis on the publication schedules and broadcast formats used by streamers. This facilitated the simultaneous identification of another main finding: Spanish streamers are using a broadcast model on Twitch that resembles that of open linear television. Although they only broadcast content related to videogames, trends towards other types of audiovisual content have already been identified. Moreover, it has been found that influential streamers prioritize Twitch over other social networks even though feedback flows have been detected, especially from Twitch to other platforms. This work represents a contribution to knowledge in terms of understanding Twitch and understanding platforms and influencers. It is important to determine whether these new forms of broadcasting and interaction could be considered a hybrid model between linear television and social media streaming.

The Z are the first digital native people gaining access to university. It is a generation that registers high rates of social media consumption, but their digital competence is not as outstanding as one might expect due to the training’ deficiency they have acquired in previous educational levels caused, among other reasons, by the primary and secondary teachers’ low digital competence. The current research aims to identify the demand for using social networks and messaging apps 2.0 in university teaching. A quantitative methodology was employed in order to know the technological prospects of the university Z in the Euroregion Galicia-North of Portugal, in the context of an Erasmus mobility. The results confirm the necessity to continue using social media, but only those within the students’ technological comfort zone; thus, it is necessary to combine transmedia storytelling with the insertion of technological proposals in environments initially not conceived for learning. It is concluded that the Z are starting to claim the use of state-of-the-art resources such as self-destructive content, which requires an immediate improvement in the university educators’ digital competence by means of continuing training programmes, since only the pioneer educators with a C2 level can detect and pay attention to this type of demands.

Desarrollo de las redes sociales como herramienta de marketing. Estado de la cuestión hasta 2015