2015_09_18_COM_Libro_jlori

José Luis Orihuela, professor at School of Communication at the University of Navarra, writer and lecturer, recently presented his latest book, Los medios después de Internet, in which he analyzes the depth of the social impact of new technologies on the media industry. The presentation of the book took place at the conference room Ámbito Cultural of El Corte Inglés in Pamplona and was also attended by his colleagues from School James Breiner, Paco Sancho and the Vice Dean of the University of Pamplona, who introduced Orihuela as the new media industry's most important figure. Charo Sádabawho presented Orihuela as a "trendsetter" who, with his research and knowledge dissemination, has been showing us the way in the digital revolution for years.

José Luis Orihuela explained that the book "was born on the Internet, it is a post-Twitter work" that investigates cultural trends in the media industry. The three trends that dominate it are, according to Orihuela, "the culture of change, the rise of visual communication and the entrance of new players". In addition, Los medios después de Internet analyzes the main consequences of these trends; among others, how the training of communicators has changed and how the identity of companies and institutions has been transformed.

James Breiner and Paco Sancho analyzed, respectively, what has changed and what has not changed in the media industry with the digital revolution. For Paco Sancho, what has not changed is the essence of the profession: "the point is to communicate," he said. This led him to emphasize that the media should be valued "for its excellence and credibility", inherent characteristics of mission statement. And he quoted part of the work in which Orihuela states that "without journalists there is no media, and without them society is orphaned. The media are necessary. May they find their future by being faithful to their past".

In his analysis of what has changed in the media after the advent of the Internet, James Breiner said that "we are on an initiatory journey" looking for our goal which is to find the future of journalism without knowing where it is, "a bit like Christopher Columbus, who was looking for the Indies and stumbled upon America". But in this journey, according to the American journalist, social networks open up the possibility of dialogue "and that is where the added value is for digital media, in the possibility of dialogue with their audiences in markets that have to be conversations". Breiner stressed that the real role of journalism is still to control power. "That is their public service, but they must also be profitable," and pointed out that those that fail is because they have not established a good business model . For this reason, he concluded that "this skill should be taught at the University", although to do so we must learn, as Machado (whom he read) said, "making the road as we go".