Democracia y digitalización: implicaciones éticas de la IA en la personalización de contenidos  a través de interfaces de voz

Esteban, Luis Miguel Pedrero; Pérez-Escoda, Ana

doi:10.6035/recerca.4666

Cited by 8 publications

(11 citation statements)

References 13 publications

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“…The truth is that the consumption of the news on social networks has become natural, especially in the younger population niche, which has intensively absorbed technological determinism and constant online connectivity (Pérez-Escoda; García-Ruiz, 2020; Pérez- Escoda et al, 2021). This is one of the main realities that justify the needs of the media to re-enforce their discourse in the networks, to legitimize their role as gatekeepers of the news events and as professional agents in the management of information, especially in Europe (Dader, 2020;Elías, 2018).…”

Section: Discussionmentioning

confidence: 99%

“…Beyond the political and social implications of each of these events, their relevance was multiplied by the effect of social networks, their impact, and the new political communication strategies that needed to be developed to differentiate truth from falsehood (Coromina;Padilla, 2018;Oleart;Bouza-García, 2019). This context, together with the worldwide coronavirus crisis, exacerbated the processes of disinformation and negatively influenced the degree of confidence of the Spanish citizens on institutions and media (Pérez-Escoda et al, 2021;CIS, 2020;Masip;Suau;Ruiz-Caballero, 2020). According to the Standard Eurobarometer 93 (European Commission, 2020), the least trusted institutions were the political parties, followed by the Spanish Government (Figure 1).…”

Section: Democracy Journalism Communication and Social Networkmentioning

confidence: 99%

“…The impact of social networks has resulted in a metamorphosis that has reshaped not only the information ecosystem but also the political and democratic discourse processes, which are now sustained on and split across the social networks, the new virtual agoras reaching a mass audience (Dader, 2020). The increase in the influence of these channels in the creation of social, political, and information discourses has increased citizens' concerns about fake news and misinformation: according to the Digital 2021 report by We are social, 56.4% of Internet users (4.66 billion people, almost 60% of the world's population) admitted being worried about their lack of certainty in the truthfulness of news on the Internet (Pérez-Escoda et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Brexit’s impact on Spanish media discourse: news coverage and audience reaction on Twitter

Esteban

Pérez-Escoda

Establés

2021

EPI

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Social networks have become the transforming axes of communication and, therefore, extensions of journalistic activity. Although they are exposed to the dissemination of fake news and hoaxes that fuel tension and damage the health of democracy, they are also propitious spaces to legitimize the media in their responsibility to disseminate rigorous, truthful, and verified information. This research study analyzes the informative discourse on Twitter of the most relevant press, radio, and television outlets in Spain with respect to the formalization of Brexit, i.e., the definitive exit of the United Kingdom from the European Union. Based on a qualitative methodology, from a sample of 52,188 tweets, the 646 messages about this process, published between December 15, 2020, and January 15, 2021, categorized according to the tags and content distributed on this social network, are analyzed. The work allows the recognition of this discourse, to address its effects in the economic, political, educational, and sports areas. In general, negative language is identified when presenting the repercussions of the withdrawal of the United Kingdom from the EU, especially for Spain. Some media outlets show no interest in the international scope of the process and focus only on the national one. However, most of the messages on Brexit have a pro-European slant, albeit generating little social noise (mainly retweets), with the exception of some users concerned about issues related to the status of Gibraltar, racism, or stereotypes of tourists from the UK.

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Section: Discussionmentioning

confidence: 99%

Section: Democracy Journalism Communication and Social Networkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Brexit’s impact on Spanish media discourse: news coverage and audience reaction on Twitter

Esteban

Pérez-Escoda

Establés

2021

EPI

Self Cite

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“…Según datos internos de la empresa, esta personalización en tiempo real ha llevado a un aumento del 35% en las ventas totales de la plataforma (Pedrero & Pérez, 2021).…”

Section: Personalización De Contenido En Tiempo Realunclassified

Big Data Y Su Influencia en La Personalización De Estrategias De Marketing

Basurto Intriago,

Intriago Valarezo,

Villavicencio Campozano

et al. 2024

Cien. y Des.

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El big data está transformando la dinámica del marketing moderno al permitir una personalización más precisa y efectiva de las estrategias comerciales. Es así que, este estudio examina cómo el big data influye en la personalización de las estrategias de marketing, destacando su importancia en un entorno empresarial altamente competitivo y centrado en el cliente. A través de una revisión exhaustiva de la literatura y análisis de casos prácticos de empresas líderes en diferentes sectores, se buscó comprender cómo el uso del big data impacta en la forma en que las empresas diseñan y ejecutan sus estrategias de marketing. La metodología empleada incluyó la revisión bibliográfica y el análisis documental para identificar tendencias, mejores prácticas y casos de estudio relevantes en la aplicación del Big Data en el marketing. Los resultados de este estudio revelan que el impacto del big data en el marketing es significativo, dado que, según datos internos de empresas como Amazon, el uso de recomendaciones personalizadas basadas en datos del usuario ha llevado a un aumento impresionante del 75% en las ventas.

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“…After the global lockdown due to the Covid-19 pandemic, the numbers of active users of these platforms reached 4,200 million worldwide, with an increase of 13.2% regarding the previous year (Hootsuite, 2021). Social media have enticed the digitalization of social interactions as well as the democratization of discourses online (Pedrero-Esteban and Pérez-Escoda, 2021). More specifically, younger generations socialize through these agoras greatly, a habit that has drastically modified their time use patterns and their social interactions on all realms (McCormick, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Borau-Boira

Pérez-Escoda

Vera

2022

CCIJ

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PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

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Democracia y digitalización: implicaciones éticas de la IA en la personalización de contenidos a través de interfaces de voz

Cited by 8 publications

References 13 publications

Brexit’s impact on Spanish media discourse: news coverage and audience reaction on Twitter

Brexit’s impact on Spanish media discourse: news coverage and audience reaction on Twitter

Big Data Y Su Influencia en La Personalización De Estrategias De Marketing

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

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