MEDIA AURA: AN ANALYSIS OF THE MEDIATIZATION OF CONTEMPORARY IMAGES.

The advent of digital platforms and new technologies of information and communication has transformed the manner in which citizens interact with art. Emerging as key actors, prosumers have (re)appropriated images, including traditional works. A qualitative model is presented to understand the mediatization of prosumers, revealing the significance of their new agency as producers. Grounded theory and socio-semiotic analysis are combined from a phenomenological perspective. This approach unravels the complexities of the mediatization of art in social networks. Its adaptability suggests its usefulness in contemporary image research, providing a framework for exploring the transformation of meaning in the digital age. [ABSTRACT FROM AUTHOR]