LA DIVULGACIÓN DEL MEDIO AMBIENTE A TRAVÉS DEL RELATO PERIODÍSTICO DIGITAL: Nuevos retos en la comuniicaciión de la complejidad ambiental.

The article analyzes the evolution of environmental dissemination in on-line press through new tools for the transmission of the information provided by the Internet. First, the paper studies the transformation of the role of the journalist as a mediator of environmental information. This function is regressing because of the crisis of print media and also for the role of new voices on the Internet -scientists, environmentalists, specialized institutions, citizen journalism. At the same time, it explores the influence of the incorporation of intertextuality, hyperlinks and feedback from readers on the environmental message. On the other hand, it addresses to a key issues such as the immediacy in content transmission -with the risks to avoid sensationalism and superficiality or guarantee the contrast- and its impact in environmental story, characterized by its complexity. In addition, the fragmentation of audiences that contribute to both digital media such as social networks is also addressed. The article concludes with the presentation of the new challenges in the environmental dissemination in environment digital journalism. [ABSTRACT FROM AUTHOR]