Engagement and new narratives in the design of the digital communication

Abstract

The digital culture, the ICT revolution and the interactive communication promoted by the web 2.0, has brought with it that media are increasingly using new narratives. The challenge is to dialogue, participate and generate stable accessions that create community and, consequently, economic benefits for the informative company. It´s about knowing the emotions and measuring them. The transmedia narrative becomes strong in an innovative environment that overflows creative and demanding freedom. Aware of this reality, the Communication Laboratory of the University of La Laguna rehearses new ways of communication through the digital diary periodismo.ull.es, as newspapers, radios and televisions of all over the world. In this ecosystem, now more that ever, engagement marketing is necessary.