Social Media and New Audiences as a New Challenge for Traditional and New Media Industries

  • Germán Arango-Forero
  • Sergio Roncallo-Dow
Part of the Media Business and Innovation book series (MEDIA)


Over the first decade of the twentieth century, the big revolution in information and communications technologies has resulted in many innovations that are having increasingly visible effects on the daily life of media users.

These developments are not only the logical result of a technological evolution. They affect the way people interact with media. What these changes on media have represented for the field of the media management? Do media managers currently really know their audience’s attitudes and responses? Even more, are they still acting and responding as massive media audiences?

Even in developing media markets, like in Latin America, media economies have moved from the massive and passive audiences’ model to the more informed, engaged and influential publics environment. Can managers keep safe the bridge between audiences and advertisers from the storm, when content is everyday available on multiple platforms and audiences are capable to create their own media diets and schedules?

The chapter is aimed to provide an overview on the recent academic literature about audience’s analysis under the veneer of segmentation, fragmentation, even erosion of traditional mass audiences.


Media Content Traditional Medium Media Market Cultural Memory Personal Digital Assistant Device 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Germán Arango-Forero
    • 1
  • Sergio Roncallo-Dow
    • 1
  1. 1.University La SabanaChía, CundinamarcaColombia

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