Interactive Digital Communication: assessment of professionals, teachers and students in the area of communication on academic competences and professional profiles

Introduction. The Communication sector has experienced notable changes derived from the phenomenon of digitalization and the rise of new technologies. Due to this, there is an urgent need to rethink whether university studies are adapted to these changes on digital media. Methodology. The aim is to assess, through a survey aimed at professionals, teachers and students in the area of Communication and interviews with professionals of the sector, if the current academic competences of the Communications degrees and the professional profiles are adapted to the needs of Interactive Digital Communication. Results and discussion. The most valued skills are related to the adaptation to changes, autonomous learning and digital specialization, which leads to think that the Communication sector is changing but the university education system has not been able to adapt at the moment.