Innovación, Tecnología y Métodos en Comunicación Digital
The accelerated transformation of digital environments has reshaped communication processes, presenting new challenges for research and professional practice in digital communication. This collective work, from an interdisciplinary perspective, explores how technological innovation, artificial intel...
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| Hlavní autoři: | , , , , , , |
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| Médium: | Online |
| Jazyk: | španělština |
| Vydáno: |
Editorial Unión Científica
2025
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| Témata: | |
| On-line přístup: | https://directory.doabooks.org/handle/20.500.12854/170425 |
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| Shrnutí: | The accelerated transformation of digital environments has reshaped communication processes, presenting new challenges for research and professional practice in digital communication. This collective work, from an interdisciplinary perspective, explores how technological innovation, artificial intelligence, and emerging methods influence contemporary messages, strategies, and communication projects. Methodologically, it adopts mixed approaches—both qualitative and quantitative—along with documentary analysis and case studies. The study found that understanding communicative behavior requires moving beyond traditional declarative models and focusing on the analysis of behavioral patterns, digital discourse, and transmedia interaction. It also highlights that communication innovation projects achieve greater impact when they incorporate tools such as big data, artificial intelligence, automation, and user-centered planning models. In the field of digital marketing, the integration of AI-based technologies—such as chatbots, generative models, and programmatic advertising—has proven effective for audience segmentation, message personalization, and resource optimization. Regarding training processes, the relevance of intensive pedagogical models, such as Boot Camps, is emphasized for strengthening skills in web programming, content structuring, and the development of interactive experiences. Finally, the book proposes a revision of digital communication research methodologies from a postmodern perspective, underscoring the need for analytical frameworks that acknowledge subjectivity, knowledge fragmentation, and phenomena such as post-truth and infocracy. The discussion argues that strategic thinking and technological expertise must be aligned with communication ethics and a humanistic outlook. Altogether, this work offers conceptual, technical, and methodological tools to understand, analyze, and act within contemporary communication scenarios. |
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