Media Education and the Creation of Media Prosumers. Case Study

Abstract

Web 2.0 offers technologies that allow consumers become prosumers, consumers of the products generated by them. As part of this participatory culture, many professional audiovisual content creators are not taking into account the possibility that consumers will actually become prosumers, as part of the process of audiovisual production. A case study based on the work of students in the course «Trends in contemporary audiovisual» 2nd Degree in Advertising and Public Relations at the University of Girona is presented. Students had to create transmedia audiovisual projects to an audience of prosumers that modified interactively the content of the projects. In order to conduct thorough visual learning current trends, an innovative methodology was used: make the student to address a media prosumer. Their digital literacy progressed using the tools in a real environment. Students created audiovisual broadcast and transmedia projects and expanded their knowledge of audiovisual trends of media prosumers. The role of students as creators of media content aimed at prosumers caused a high degree of involvement in the audiovisual creation, in their learning and in the enrichment experiences for users. Students showed interest in the content and teaching approach to the subject.