Escaping digital social media sites is impossible in an increasingly interconnected world. Aware of the importance of Information and Communication Technologies (ICTs), the Cuban government has placed social communication and digital transformation as pillars of its management. Consequently, and as a further step in the country's digital transformation process, the Policy for Digital Transformation, the Cuban Digital Agenda, and the Artificial Intelligence Strategy were approved in a meeting of the Council of Ministers in May 2024. These documents are based on placing citizens at the center of transformations, not only as passive users, recipients of changes, but as protagonists of them. In the case of the Policy, it declares that it seeks to ensure the strengthening of Cuban cultural identity. It outlines eight strategic axes, two of them very much in line with current research: Education and Digital Culture, which focuses on "developing digital skills in citizens for the adoption and use of technologies in a critical, safe, ethical, conscious and innovative way in the country" (Policy for Digital Transformation, 2024, p. 8), and the Digital Content axis, designed to "consolidate a strategy of competitive positioning of national content in digital spaces" (Policy for Digital Transformation, 2024, p. 9). This research is a transdisciplinary study, the result of a doctoral training process, focused on contributing to audience participation in Cuban media that goes beyond the interaction established by Facebook's algorithm. This, on the one hand, will positively influence the creation of an active subject capable of conscious use of technology. Furthermore, it will promote the production of native content in digital spaces.