Global Journal of Human Social Science, C: Sociology and Culture, Volume 21 Issue 5

emotionality, the more impact they have on people's memory and behavior. " These new terms of participation have fragmented and atomized the old mass audience. As McQuail (2010) suggests: " More options for audience formation based on shared interests are available to more people, and there could be greater freedom and choice. " Today, that old massive scale can only be seen in media events that require prior planning. They are broadcast live or interrupt the normal flow of daily life (such as the results of national elections or sporting and cultural events). On the other hand, this fragmentation has resulted in a growing migration of advertising investment to digital platforms such as Google and Facebook. They become more effective intermediaries for advertisers in terms of influence and massiveness. Consequently, the traditional media have been challenged to seek strategies that convince the audience to start paying for digital content that historically has been for free. It’s key to study audiences in small groups, using methodologies that integrate multiple platforms and establishing segmentation different and complementary from the conventional sociodemographic profiles. III. D igital I nteractivity The new dynamics of the digital ecosystem have opened opportunities for the formation of small audiences based on common objectives and identities, which serves dispersed groups and propose a model of participation where users become consumers and producers of messages that are " shaping, sharing, reformulating and mixing in an unprecedented way ” (Jenkins et al ., 2013). This is manifested in practices of cultural participation where individuals and/or groups of agents appropriate, modify and disseminate content " such as memes, remixes of songs or collective writings " (Rodríguez, 2020). However, economic valuation systems remain anchored in aggregated measurements (such as sales, reading surveys, clicks, and ratings) instead of focusing on the degree of impact and the potential effect of the message. In the digital age, this business model has been consolidated under the “attention economy” (Davenport and Beck, 2001), which monetizes the permanence of users through data collection. The more information obtained from the audience, the easier it is to anticipate consumer tastes and preferences to capture advertising revenue. In the words of Zuboff (2019): “ The person is the mine of digital wealth. ” In her book “ Surveillance Capitalism, ” she develops the concept of “ behavioral surplus, ” the capital gain that derives from the commercialization of personal data resulting from its free capture, storage, and finally processing in predictive products or profiles. The 2016 US presidential election represents the milestone that marked the greatest global concern and skepticism towards interactive platforms and social media. The incessant search to capture the data of the audiences unveiled unscrupulous practices of production of fake content that is circulated by intelligent algorithms and sophisticated statistical methods based on our past behavior (scores, ratings, recommendations, and images shared) or voluntarily when someone signs the terms and conditions that are rarely read. These systems tend to reinforce pre-existing beliefs by transmitting information and symbolic content that is consistent with our preferences. Still, they risk reducing the perceptions of the world around us by skewing our opinions through misleading confirmations. This phenomenon has been called " filter bubbles " or " echo chambers, " since in practice, they are semi-closed systems where divergent views appear little or nothing. IV. C onclusion The influence of interactive platforms in the nature and extent of cultural participation is a phenomenon in full development. In times of catastrophe such as the current global pandemic, the need to share experiences, understand other people's perceptions and make sense of uncertain realities acquires enormous relevance. The new production, storage, and dissemination logics that arise from this digital convergence have ramifications beyond the communications sector and its business model, affecting areas of public interest such as intellectual property, privacy, and political-democratic systems. The preceding evidence shows a phenomenon that is in full development. However, the enigma of the gaps that can be generated in access to quality information, the privatization of knowledge and the management of subjectivity strongly emerges. In this scenario, it becomes imperative to create awareness of the costs, and benefits (not only economic) of adopting these platforms, moving from a user logic to digital citizenship where higher levels of transparency are discussed, questioned, and demanded. R eferences R éférences R eferencias 1. Boczkowski (17 de diciembre de 2019). El presente de las audiencias y el futuro de los medios. Women in the News Network (WINN). Conferencia online. 2. Davenport, T. H. y Beck, J. C. (2001). The Attention Economy: Understanding the New Currency of Business . Boston, United States: Harvard Business School Press. Volume XXI Issue V Version I 56 ( ) Global Journal of Human Social Science - Year 2021 C © 2021 Global Journals Cultural Interactivity in the Digital Age