Asdourian B., « Transparency communication ? Quelles conséquences du Web 2.0 et des médias sociaux sur la communication en ligne des organisations », Société Suisse des ciences de la communication et des médias, Colloque  Participatory Media, Journalism and Communication : Changing Values, Roles and Business Models, Neuchâtel, avril 2012, url =


Theme of the Conference

Participation and participatory culture are terms that denote and characterize main changes of our society in the last decades. Enabled by online collaborative platforms such as social media, users can initiate activities and enforce participation in any sphere of known activities. While the early Internet resulted in democratization of knowledge, the participatory Internet resulted in democratization of action, i.e. civic engagement of any kind.

In the period from 1994 to 2004, Internet applications resulted in an evolution towards an information and knowledge society. New forms of almost every activity emerged such as online media, eBusiness, e Learning and similar. Media expanded into online media of different genres and online journalism emerged as result of this developments.

The second evolution phase of the Internet, broadly called the participatory and social web, initiated an additional transformation of societies, values, roles of different players and media. In addition to accessing information and knowledge globally, technical developments allowed users to interact, get involved, participate, and to create content.

Today, with the help of social media platforms, people all over the world can share ideas and comments, can create together knowledge, can improve, discuss and rate existing ideas and concepts in real time, and can collaboratively initiate and coordinate common activities. With the help of such platforms the barriers to artistic expression and civic engagement are lowered considerably. Users can unite around chosen topics that matter to them and attract a critical mass of followers. A new participatory culture is spreading on the Internet, in which users and the global audience play the main role.

The above described developments initiated changes in:

Values and give new meaning to terms as democracy, innovation, journalism and media.
Roles of different players in society and in various industries such as media.
Business models in almost all industries, in particular media and communication.
The conference is dedicated to the exploration of these changes in particular from the perspective of the following disciplines: media management, journalism and communication.



Cinzia Dal Zotto : UniNE (ciniza.dalzotto at

Katarina Stanoevska-Slabeva : UniNE (katarina.stanoevska at