Media literacy and co-innovation in microenterprises: first evidence in Spain

The inexorable progress of ICT has brought about radical changes in the social and business world. In this context, new patterns of communication and participation, especially since the advent of Web 2.0, and the widespread use of smartphones by the whole population, are particularly striking. In this situation, it is essential to establish what kind of personal skills related to the efficient use of media can be useful from a business perspective, and how these media literacy skills can be aligned with other factors, such as innovation, that determine the competitiveness of companies. In this paper, we analyze the media skills of workers and their connections to the innovation processes in microenterprises. With this analytical objective, exploratory fieldwork has been done in a sample of 154 professionals working in Spanish microenterprises.