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The Digital Realm Blurs the Lines Between Journalistic and Corporate Communication

Not only has the digital world removed the borders between local and global communication, affording meaning to the already established “glocal” concept, but it has also blurred the boundaries between journalistic and corporate content, revitalising what has traditionally been known in legacy media as “service journalism.” This chapter supposes a continuation of the thought-provoking line of research begun three years ago on journalistic communication and new media, turning to the deconstruction process as a disruptive method to analyze processes, strategies, and trends. If, then, from the perspective of methodology, the focus of attention turns to the structure of the news itself, attending to how new media reactivate the known 5W, and how the conventional news item dies on paper and is ‘resuscitated', transformed into the digital medium, and to how we place ourselves before a transmedia news structure that changes from inverted pyramid to the Rubik's Cube, we now go one step further and put the spotlight on the processes of content building in the digital realm themselves.