The Impact of the Digital Era on Spanish-Speaking Social Audiences: A Systematic Review of Its Academic Literature

Abstract

We are currently witnessing a paradigm shift in digital communication, determined by platformization. Digital channels have abandoned any unidirectional pretension to become interactive and bidirectional channels. Through a systematic literature review, this research aims to obtain a clear, complete, and updated definition of the concept of "social audience". The results point to an increase in the incidence of terms such as participation, participatory audience, and social networks, without specifically alluding to the concept of social audience, allowing evidence of a lack of consensus in terminology and the approach to the role of audiences in the current digital context. The lack of consensus leaves open considerations and debates on the study of cyber activism, as well as public opinion and influencers, for example.