Three key concepts in Digital Media

Over last two decades, interactive communication has taken an increasingly central role in most communication processes. There is a demand for professionals who can design and lead on the implementation of scenarios in which users engage with information à la carte, becoming active communicators that generate content which feeds back into the system. In order to understand digital communication, we need a sound knowledge of its fundamental concepts and ideas. In this text we present a list of three –perhaps ‘the’ three– key concepts for understanding and working with digital media: Interactivity, participation and immersion.