Understanding the inherent mechanisms of the massive processes of communication and civil participation in the web and other multimedia devices.
Gaining a broader knowledge of the latest communitys information needs and participation in the media.
Ability to analyze from a theoretical standpoint the following elements: the process of formation and the sphere of action of social networks and their environment, the change produced from traditional media models (based on one-way communication) to the new communication paradigm (based on feedback and two-way interaction with the audience), the limits and determining factors that affect audience feedback, and the persistence of situations of communication and information asymmetry.