Medios de comunicación e innovación social. El auge de las audiencias activas en el entorno digital / Media and social innovation. The rise of active audiences in the digital environment

The digitalisation of communication ecosystems has drastically transformed media practices and audience dynamics over the last two decades. This article examines the evolution of digital media, highlighting its technological and organisational transformations through the lens of social innovation. Drawing upon frameworks such as the Oslo Manual, the authors categorise media innovations across four dimensions: product, process, marketing, and organisational structures. Particular attention is given to the emergence of active audiences, empowered by Web 2.0 and mobile technologies, contributing content and reshaping traditional journalistic paradigms. The study also discusses the rise of transmedia storytelling, citizen journalism, and data journalism, revealing a participatory culture that challenges established editorial routines. Furthermore, it addresses the economic challenges facing digital news media, especially in the context of monetisation models and the sustainability of online platforms. By incorporating both technological and social perspectives, the paper argues for a broader definition of innovation that includes societal impact, audience empowerment, and new narrative forms. This holistic approach offers valuable insights for researchers, media practitioners, and policymakers interested in the evolving media landscape and its implications for democratic communication.