It would be naïve to believe that in the XXI century and during a globalisation context, the idea that we have over communication and companies, it would remain the same. ‘The New Media’ is a corporative documentary produced by Broadcaster that aims to discover the relationship between media, companies and audience
During some months, we’ve have sought some experts about the topic, who led us to understand how the world is changing and how brands are relating to the rest of the actors of the equation.
| Companies’ roles
The role played by brands, the organisation’s identity, the departments of communication, the content offered to the costumers… All these elements subordinated to a company, have experienced crucial changes during these days.
During the XXI century, companies have been forced to remodel themselves, not just at the department level, but also taking the services offered to the clients into account. Now, firms must be content creators too, even generating its own audience, to whom must offer valuable content.
| Media task
Because of the technological revolution led by the advent of the internet and smart devices, the roles that media was used to play, have changed.
The Newsrooms around the globe have changed their modus operandi and were forced to look for new ways to communicate. Renew or die.
On top of that, the media could run into an unexpected competitor: brands, new content generator. Are they occupying the space corresponding to the media so far?
¿Las marcas están ocupando el papel de los medios? Aquí os dejamos varias opiniones enfrentadas, pero si queréis saber más sobre el tema, no os olvidéis de ver 'Los Nuevos Medios', donde lo abordamos en profundidad.— Broadcaster (@Broadcaster_Co) 14 de març de 2018
Echadle un vistazo en nuestra web: https://t.co/X5WWydkcjK ⬅️ pic.twitter.com/W8nhXfEqP5
| Audience function
The opinion we have of brands is determining their way of acting and communicating. Due to the widespread use of social networks, which allow the connection between different clients and users, the opinions circulate fluidly and with amazing speed.
Now, the customers of the companies not only ask them to satisfy their needs with the offer of products and services but also they need to offer them something more. They need to connect with a brand and their values, they need their work to generate interest and offer them content with which they feel identified.
La opinión que tenemos de las marcas está determinando su manera de actuar y de comunicarse. Uno de los factores clave para este cambio ha sido el uso de las redes sociales.— Broadcaster (@Broadcaster_Co) 16 de març de 2018
Tratamos el tema a fondo en nuestro último trabajo 'Los Nuevos Medios', íntegro en la web 👈🏼 pic.twitter.com/heoBYCHnm1
¿Por qué nos gusta tanto que nos cuenten historias? ¿Pueden las marcas ayudarnos a conocer mejor el mundo y su significado? En menos de una semana lo descubriremos en 'Los nuevos medios', el último trabajo de @Broadcaster_Co 👌🏼— Broadcaster (@Broadcaster_Co) 8 de març de 2018
Con: @DPeisajovich @AAlloza y Eduardo Saiz Lekue pic.twitter.com/k2r32wPgyt
Graphic design: Paul Acosta
Executive production: Noemí Cuní