Luis Miguel Pedrero Esteban

The media has become a central aspect of everyday life, providing information and entertainment, and serving as a basis for citizen consumption. The content that appears on the internet today is the result of numerous experiences accumulated throughout the history of media, particularly in the last four decades of technological and social development. The following text analyses how the hybridisation of analogue and digital technologies affects audience consumption patterns and expectations, leading to a more flexible relationship with the media. This study employed a theoretical examination of documentary sources, including texts, articles, and digital materials. The findings indicate a shift from simple, vertical, and linear communication systems to networks that enable horizontal and personalised consumption. The conclusion drawn is that technology has redefined structures and concepts, with the smartphone serving as the focal point of media consumption. Living culture is shaped by technology, because the message, more than the specific content, is the meaning, recognition, and exchange of a world that needs to be re-thought.