Gureiker is a Research Group of the Basque University System (Type A) that investigates the tools and spaces that the media offer users to encourage their participation. It also analyzes how user communities are created and maintained, the relationships established in them, and the narrative and dialogic characteristics of the contents produced by the user. We also analyze the formulas adopted by online media to attract new audiences and new narrative and transmedia strategies, which seek to incorporate more attractive information for users.