Prosum, swarming and transmedia. Towards a new concept of stakeholder

Abstract

Transmedia storytelling represents today a genuine communicative revolution. Also a new business model. A new paradigm in the way to generate the contents; the best expression of digital technocommunication networks, networks that foster collaborative environments, where doing it together become reality, have created closer links between producers of goods and services, advertising agencies, the media and the public. Internet and social networks have empowered common citizens (prosumers and pronet@rians) and have forced organizations/brands to make their interests and values in order to create conversations with them, authentic stakeholders. They don't provide only opinion; aregenuine investors. Their contributions, often intangible, become so important for brands/ companies as the economic investment made by stockholders. We are talking about emotional, social and intellectual investments. In this paper, we present a conceptual framework that allows generating an intensive magnitude, a degree, depending on the continuous participatory process that goes from the scarce to the high "investment". We consider that the key to measure the success of communication or advertising effectiveness lies in clarifying the gratifications that get the prosumers to participate in the world narrative and the communication strategy of the brands. Are those that make them commit, until their identification, in the transmedial world-building of organizations.