Una mirada hacia el ha (ser) del comunicador social en las nuevas narrativas digitales.

Abstract

Digital communication not only allows the exchange of messages through screens, but also enables interaction in various scenarios with just a click. In this sense, it can be said that the being and doing of communication professionals change day by day, as well as the contents in digital scenarios. Therefore, it is important to generate a reflection that, from the concepts that arise in this media universe, allows to generate new knowledge and motivate dialogic situations that arise in everyday life, but that transcends just by clicking. The term click belongs to the English language, and it is an onomatopoeia used to imitate the noise generated when a mouse is pressed. This term is the apex of almost all digital culture. It is the transmutation from the physical to the digital world, the beginning or the end of online content consumption - purchases, reactions, views, downloads, follow/unfollow, emojis, apps, websites - and a long etcetera that engenders the transmedia community. The role of the social communicator is permeated by this diversity of issues that make his professional work more complex. One of them is the speed at which digital narratives change. Forced to be connected, they often lose their authenticity and creative capacity, how not to get lost in an infinite loop of information and not saturate their innovative human capacities? To solve this and other questions, it is necessary to be clear about what is the objective of this research monograph; to help the social communicator to recognize the importance of apprehending and applying the exact terms within digital narratives. Being aware of the economy of language, opens space for the communicator's doing (self). The methodology used to carry out this monograph was bibliographic research, with a qualitative approach, since it involved the study and collection of non-numerical data. The results show the constant importance of the social communicator to rethink -in this case- the virtual space he/she inhabits. Digital narratives can strengthen skills and knowledge; combined with creativity, critical thinking, reasoning and resilience - part of being. But also, misusing them, or relying entirely on them, will bring negative results. Communication professionals are called not only to adapt to digital tools, but also to lead the construction of spaces that promote critical thinking and meaningful exchange. The role of the communicator in generating spaces -digital communities- diverse and safe, within platforms such as Instagram, Linkedin, Facebook, Whatsapp, etc, lies in the ability to interconnect the digital and the human, -as if he were creating a focus group in a community in a neighborhood of his city- to do digital ethnography between platforms; to be a mediator.