This reflection explores the evolution of the relationship between media and audiences, highlighting key elements that invite us to reflect on communication and reinvent the world. We examine Fattorello's (1950s) theory on the interaction between media and audiences, which remains relevant for understanding how the dynamics of contemporary communication transform our perception of reality, and we draw certain similarities with Henry Jenkins's ideas on collaborative culture. Here, we explore the hybridization where diverse forms of media and cultural influences merge, along with interactivity, which has transformed audiences from passive consumers to active participants. We analyze the profound impact of media on society and culture, and how they alter local and global communication paradigms. We outline perspectives and possibilities communication for beyond reimagining traditional borders, recognizing asymmetries of power, technologies, and infrastructures, and digital spaces where new narratives emerge through digital and interactive media.