Society is significantly different today because of the profound changes in the daily interactions that people have with the media. The development of the Internet and the advances of the web have enabled multidirectional communication where citizens can, in addition to using the media, consume and produce content.

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This space of multiform connection for the consumption of news, learning, leisure, communication, interpersonal relations and collective intelligence is defined in a culture of media convergence and participation, which is affecting social behaviors and perceptions cross-sectionally. The need for specific literacy as the sole guarantor of citizen empowerment and the democratization of consumption and production processes, in which the term prosumer has been transformed beyond its origins in marketing into a concept linked to production, creation and reception, is becoming increasingly evident. Particularly, the younger generations are creating, under the protection of digital platforms and social networking sites such as YouTube and Instagram, new stories in which production and consumption hybridize. Their profile as active users and produsers acquires increasingly significant proportions that urge scientific-technical research to carry out a rigorous and systematic diagnosis, and to propose answers and solutions to the challenges that this event is posing in the Social and Human Sciences.