Resumen de Generation Co. Tendencies of XXI Century’s Communication Management

José Miguel Túñez López, Karina Valarezo González, María Isabel Punín Larrea

• Artificial intelligence, big data, geolocation, mobility, augmented reality, Internet of Things, machine learning, augmented reality or business intelligence have become fundamental in the way of understanding and approaching communication management in the XXI century, oriented into a new way of doing and understanding relationships to encourage co-creation and co-protagonism with audiences. Through liquid contents, the modes of communication are adjusted to the new scenarios in transmedia narratives. Communication has been installed in a systemic framework in which everything is interrelated. You can no longer act thinking about the public, but being the public.