Twentieth International Conference on New Directions in the Humanities

Abstract

Personalization, which is one of the main findings of interactivity in cybermedia, encourages the adaptation of online media outlets based on the interests of users. Moreover, personalization is a distinctive characteristic of social networks - they conceive it as a source of income by encouraging, on the one hand, a longer time of permanence of the users; and, on the other hand, a greater web traffic through the contents. Personalization, therefore, is a response of the online media to the so-called attention economy, that is, the search for recipients in a highly fragmented and competitive context. Hence, through personalization, cybermedia are in a process of searching for new narratives to activate greater interest from their users. In this sense, within the framework of an accentuated globalization, which must incorporate the local perspective, online media have the opportunity to project intercultural values, promote a greater user learning or self-learning, and even actively intervene in the new work dynamics and social, which entail the incentive of professionals capable of speaking other languages, in order to dialogue or migrate to other places. This is relevant for China and Latin America, as they are regions characterized, in general, both by the reception of communities from other contexts, and above all by the emigration of their nationals to other countries. To address the study of the possibilities of teaching other languages, the following study presents the compared results of around a hundred reference digital media in both regions.