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The implementation the new Information and Communication Technologies (ICT) have diversified the media, according to the evolution and adaptation of the use of technological devices in human life. With the hybridization of the media, the media ecology arises in which new ways of carrying out the communicative act emerge, with this the media adapts to communicative practices and are condensed in this new ways of communicating. Studying the scope and significant levels of convergent models in digital communication processes not only bring us closer to the media landscape, also glimpse the capabilities of platforms and devices in the social context. In the following document we will discuss how the implementation of digital tools and transmedia narratives can generate a significant contribution to the appropriation of knowledge by users. Recognize the levels of significance of all the actors involved in the community, allows us to understand how participatory and collaborative dynamics bring us closer to the democratization of knowledge. To understand both the process of appropriation of knowledge and the relationship that exists between society and technology, it is necessary to define the process of appropriation in a conceptual way, the media ecosystem in which the media narratives are linked and the relationship that exists between digital technology, transmedia narratives and the processes of appropriation of knowledge in users. [ABSTRACT FROM AUTHOR]

This article presents the results of a study on the current and future use of different online communication techniques by Spanish advertisers, as well as their perception of the level of digital competence of professionals working in the advertising sector. Methods: The study is based on an online survey applied to a national sample of 301 advertising and marketing directors working for a variety of Spanish companies in terms of size, geographical scope and sector of activity. Results and conclusions: Companies are expected to gradually increase their budget for digital marketing and, thus, the advertising sector is expected to experience greater professionalisation and greater demand for experts in new technologies and digital communication. At present, advertisers are developing communication strategies that are based on traditional and easy-to-implement online communication techniques, leaving aside the more sophisticated techniques whose implementation requires more qualified and specialised professionals. In this sense, there is a lack of training in digital skills in the sector. [ABSTRACT FROM AUTHOR]