This paper explores the contributions of transmedia storytelling in the construction of fictional worlds, in an attempt to detect the narrative elements that strengthen the bond of the audience with the fictional world. The study shows that based on the solid construction of the poetics of a story, transmedia storytelling can enrich the engagement with a large audience. To prove this, we analyze the narrative elements and the transmedia strategies of the series Aliados, produced by Cris Morena Group and broadcasted in Latin America and countries in Europe

The paradigm shift in media and social communications is forcing us to rethinking the role and responsibility of the user. Studies on consumer ethics are relatively recent and have shown little interest in the ethical decision-making processes of media users and consumers. In the side of media ethics, the attention paid to consumers and users of the media has also been scarce. The aim of this article is to identify principles and criteria that may serve as guidelines for a media users’ ethics adapted to the current times and technologies. The reflection starts with a review of the academic literature and the principles, values and norms that can be traced in the documents of the Catholic Social Teaching (CST) on media ethics.

The article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither the response of institutions as a result of listening to users nor the possibilities of co-creation. Thereby, conversation is confused with mere digital interaction. Seeking for engagement is executed as a strategic action of conquest of users, which ends up stopping the advances towards a culture of collaboration. The objective is to offer a theoretical contribution that allows defining the pragmatic and ethical assumptions of both the digital interaction and the conversational encounter. With this, the conversationalist paradigm is criticized, which identifies the online linguistic exchange as...