Cultural mediation in the context of Web 2.0

The speed with which digital information and communication technologies are updated and permeate our daily lives justifies the need for this exploratory study, which seeks to understand cultural mediation in the face of the dynamics and cultural practices emerging in this social context and its imbrication with the advent of social media, prompting various reflections in order to outline new perspectives for the concept and its operationalisation in contemporary times. The transmedia show "EU - Negociando Sentidos", by ExCompanhia de Teatro, presented itself as a trigger for the problematisations raised in this research, since it integrates elements that cut across the theoretical formulations on cultural mediation. In this way, by interpreting the concept of cultural mediation as a device, we reveal lines of force that tension its relationship with social media: the differences between information and experience, and between interactivity and participation. The analysis reveals that the use of social media in cultural processes encounters obstacles both in providing an authentic social experience and in empowering subjects to participate in culture as producers of meaning.