Revista de Comunicación is the academic journal of the Faculty of Communication at the Universidad de Piura. Disseminates scientific research in the field of communication since its inception in 2002. It is a scientific journal, open access, international, indexed, double-blind refereed, non-profit, whose main purpose is to promote reflection among academics and specialists around the world in the broad field of communication studies. Revista de Comunicación is indexed in SCOPUS, Web of Science, SCielo, Redalyc, Alicia, DOAJ, Latindex, REDIB, Dialnet, C&MMI, CONFIBERCOM, JSM, SJR, EBSCO, ERIH+, etc.
Universidad de Piura. Facultad de Comunicación
AI-generated news consumption: emotional and attentional impact on university students
Purpose: The generalized use of the Internet and social networks has promoted new forms of communication and virtual interaction, especially among university students aged 18 to 24, who are heavy users of this technology. In this context, artificial intelligence (AI) and its ability to generate content, such as news, have sparked debate about the veracity of information and the need for responsible consumption to prevent misinformation. In addition, several studies show that excessive use of mobile devices, the Internet and social networks can lead to addiction and that AI-generated texts can be as persuasive as those written by humans. The main objective of this research is to analyze whether there are differences in the emotional and attentional response to journalistic news versus those generated by AI (GPT-4) as a function of gender and level of Internet addiction. Methodology: Sociograph was used to evaluate physiological activation to different stimuli, and Young's Internet addiction test. Results and conclusions: The study was conducted with 46 university students. The results show a greater emotional reactivity when consuming AI-generated news, which highlights the need for critical analysis of information in the digital age. Original contributions: This study provides original evidence on how AI-generated information can generate a greater emotional response than journalistic information, and raises new questions about the role of Internet addiction as a risk factor in susceptibility to misinformation.
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Fact-checking and Transnational Cooperation: Analysis of the European Response to War Disinformation in the Context of the 2024 European Elections
Purpose. In response to the rise in disinformation linked to ongoing armed conflicts and its potential impact on the 2024 European Parliament elections, the European Fact-Checking Standards Network (EFCSN) launched the Elections24Check initiative, aimed at uniting verification efforts across the continent. This study seeks to examine the contribution of EU countries and fact-checking organizations to the project, as well as to analyze the characteristics of war-related information disorders. Methodology. To achieve this, a content analysis was conducted on 714 fact-checks published by Elections24Check during 2024, all related to the Russia–Ukraine and Israel–Palestine wars. Results and conclusions. The results highlight the prominent role of Spanish agencies and a stronger interest from European fact-checking journalism in the border conflict affecting Ukraine. While the initiative can be considered valuable within the realm of collaborative fact-checking, it still lacks internal coordination and a diversification of strategies beyond simple debunking. Original contribution. This research stands as the first comparative study to explore the relationship between war-related disinformation—particularly that stemming from the two conflicts generating the greatest concern among EU institutions—and the 2024 electoral period. It thus contributes to academic debate by emphasizing the need to strengthen coordination among European fact-checkers, while shedding light on their main practices and emerging trends.
Drivers for video games perceived addiction among console and smartphone users
Purpose. This study aims to determine whether perceived addiction to video games is affected by the type of device used to play (smartphone versus console), paying special attention to the drivers for playing. Considering the theoretical framework of motivation, a structural model is proposed that considers three drivers (self-efficacy, challenge, and need for escapism) and an inhibitor (subjective norms) to explain the time spent on video games and perceived addiction. Methodology. We used a minimum partial squares (PLS) approach to estimate the structural equation model using first-hand information from 547 gamers in Spain. Findings. The results suggest that, regardless of the user's device, the two main factors determining whether they perceive being addicted to video games are the amount of time they spend playing and their need for escapism. We found that, specifically for console gamers, perceived self-efficacy and challenge affected how much time they spent playing. The perception of videogame addiction has increased because of the need for escapism, especially among smartphone gamers, because gaming applications and smartphones are portable and allow infinite time and space usage. Contribution. This work contributes to the existing literature by focusing on the type of device video gamers use and determining that there are indeed differences in how self-efficacy and challenge variables influence the time spent playing and perception of addiction. However, the need for escapism is the most determining factor for the perception of addiction to video games in players with both devices.
Content management strategy for the social network Facebook, of Cuban scientific journals indexed in SciELO
Purpose. Scientific journals create profiles in social networks as a way to improve their visibility. The objective of this research is to analyze the content management strategy in the social network Facebook, for Cuban scientific journals indexed in SciELO, which contributes to improve the public communication of science. Methodology. The research of descriptive type, with qualitative and quantitative character, used the survey and observation to identify the behavior of the dimensions: value of the content, visual structure and strategy through the indicators established for each dimension, in turn it was determined by means of an ordinal scale of three levels, the state in which the content management variable is. Results and conclusions. The results show that Cuban scientific journals do not take advantage of the facilities offered by the social network Facebook for science communication; in turn, the dimensions and the variable only reach Level I Little achieved, which is the farthest from the desired state. Based on the deficiencies and strengths found in the study, a strategy is proposed to increase the visibility, positioning and reach of the journals. Original contributions. The research serves as a contribution to propose guidelines that favor the development of a content management strategy, oriented to the dissemination of science in the field.
“Everything is believable”. Credibility of disinformation produced by using AI and the perception of Spanish communication students
news production processes and workflows. This is occurring simultaneously with a paradigm shift in news consumption patterns, in addition to the growing use of Artificial Intelligence (AI) within this environment. Based on studies regarding the perceived credibility of news and Cognitive Dissonance Theory, this research questions whether university students in the field of communication, who will be the future professionals in this sector, are able to distinguish between fake news created by AI from real news produced by humans. Methodology. A survey was carried out to measure the degree of truthfulness, accuracy, clarity and, consequently, the credibility of a total of six news stories created using ChatGPT as well as real news stories addressing health, migration and environment issues. Results and conclusions. It was found that the participants were not able to distinguish between fake news created using AI from true news made by humans in terms of truthfulness, accuracy, clarity, and credibility. Likewise, fake news was perceived as more truthful, accurate, and clear, even surpassing real news on all three variables. Original contribution. Thus, it is evident that the volume and speed of AI data processing, combined with human supervision and knowledge, can increase the chances of producing disinformation with a potential for manipulation unheard of until now.
News with artificial intelligence: Perception and Impact on Audiences and Professionals after a Radio Experiment
Purpose. This article analyses a pioneering radio experiment in the use of artificial intelligence (AI) conducted by the Basque public broadcaster in Basque, Euskal Irrati Telebista (EiTB), located in Spain. The initiative involved automating the generation of news texts and cloning human voices for news narration in the program Faktoria. Methodology. The research combines qualitative and quantitative methodologies to assess the detectability of automated content by the audience, as well as the perceptions and attitudes of listeners and media professionals towards the use of this technology. Results and conclusions. The results show that most listeners did not detect the presence of AI in the aired pieces, suggesting a high degree of technological mimicry. However, emotional values attributed to the automated voice, such as closeness and involvement, received lower ratings, indicating an emotional disconnection in the reception of AI-generated content. On a professional level, journalists expressed feelings of unease about the possibility of losing control over certain creative processes but also recognized the advantages of AI in automating routine tasks. Original contribution. This study is pioneering in evaluating the use of artificial intelligence in the creation of radio content in a minority language like Basque, with a particular focus on the detectability of the content and providing new insights into its impact on both audiences and professionals.
Impact and Adoption of Artificial Intelligence in Organizational Communication in Chile and Spain
Purpose. Artificial intelligence (AI) has become one of the most promising technologies, serving as a pillar of the “Fourth Industrial Revolution” and transforming the way organizations operate, develop, and communicate. This study analyzes the impact and adoption of AI tools in organizational communication in Chile and Spain, evaluating current practices, usage policies, and future perspectives. Methodology. A mixed-methods approach was used, combining a literature review, interviews with organizational communication experts, and surveys conducted with members and collaborators of the Corporate Communication Forum (Focco) in Chile and the Association of Communication Consultants (ADC) in Spain. Results and conclusions. The findings indicate that most professionals use free AI tools, with ChatGPT being the most popular, to enhance efficiency and content creation. However, many organizations lack formal usage policies and training programs, with Spain showing greater progress in this regard. Ethical and privacy concerns persist, creating uncertainty about the future of this technology. In conclusion, AI is a disruptive technology that will continue to transform organizational communication, requiring ethical regulations and corporate protocols for its responsible implementation. Original contribution. This study represents one of the first comparative analyses between Chile and Spain on AI adoption in organizational communication. Its findings provide empirical evidence on trends, challenges, and opportunities in the sector, emphasizing the urgent need to establish regulations and ethical training for the responsible use of these technologies.
Mobilization, equalization, and populist rhetoric on Facebook. Presidential campaigns in Brazil, Colombia, Chile, and Peru
Purpose. Western democracies have witnessed the emergence of political actors who have gained power through innovative digital mobilization strategies and populist campaign narratives. This study aims to provide an analytical description of the digital communication strategies used by both new and established political actors on Facebook, and to assess the prevalence of populist rhetoric during the most recent presidential elections in Brazil, Colombia, Chile, and Peru. Methodology. A dataset of 2,930 Facebook posts published by candidates and parties during the presidential campaigns was analyzed for the purposes of cross-national comparison. The comparative content analysis was guided by the analytical frameworks developed by the Campaigning for Strasbourg project. Results and conclusions. The findings indicate a trend toward more intensive use of Facebook by new political contenders. The data suggest that populist rhetoric is present across all analyzed campaigns, although it appears more frequently in the social media discourse of opposition parties. At the national level, Colombia stands out as the country where populist discourse and negative campaigning are particularly prevalent. Original contributions. Most existing research on political actors’ use of Facebook and the prevalence of populist rhetoric during electoral campaigns has focused on the United States and Europe. This study contributes to the literature by extending this analysis to South America. The comparative content analysis facilitated the identification of notable differences in the use of Facebook and populist rhetoric, while also revealing specific patterns at both the party and country levels.
Optimistic Narratives in South America: The Low Frequency of Negative Messages on Presidential Candidates' Social Media
Purpose. This article analyzes negative campaigns on social media during presidential elections in seven South American countries. Methodology. Through a content analysis of 15,073 posts on X, Facebook, Instagram, and TikTok, the study investigates the predominant type of message (positive, contrast, or negative), the social network with the highest concentration of negative content, the dimension of these messages (personal or political), and the influence of the candidate's ideology. Results and Conclusions. The results show that the majority of the messages are positive (80%). X turned out to be the platform with the highest presence of negative messages, although these are mainly focused on the political dimension of the candidates. No significant differences were found in the use of negative campaigns between left-wing and right-wing candidates. Original Contribution. In summary, the findings suggest that, despite the rise of social media, negative campaigns are not dominant in the analyzed region, and when they do occur, they mainly focus on the political aspects of the candidates.
Literature review on transmedia and narrative using an unsupervised machine learning algorithm
Purpose. The study's main objective is to analyze publications on transmedia and narrative in the Scopus database, identifying the evolution of terms by year, to propose a classification according to the broad themes found. Methodology. We applied an unsupervised machine learning algorithm, called topic modeling, to identify the main themes addressed. Then, we apply open and axial coding from grounded theory to identify important concepts, aggregate them, and propose higher-order themes that can be used to classify the knowledge generated on transmedia and narrative. Results and conclusions. Five research themes are revealed, displayed in an evolutionary model: Convergence between platforms: games, television, and movies; Intermediality, authorship, and semiotic universes; Semiotic analysis and multimodality in transmedia narratives; Political and cultural interpretations in transmedia journalism; and Exploring transmedia narrative in the digital environment. Furthermore, multimodal storytelling stands out as a crucial field of research for understanding the new ways in which users interact with transmedia content across various platforms and formats. This paper highlights the need for new professional profiles and new communication strategies to understand the effects of transmedia storytelling, harnessing the potential of multimodality in the digital age, without neglecting the story to be told and the impact on the user through appropriate monitoring. Original contribution. It combines quantitative and qualitative methods to identify five major themes and their evolution over time, proposing a solid conceptual basis for future research and professional applications.
Journalist-influencer: the construction of the professional profile through a systematic review
Purpose. Changes in the digital ecosystem have reshaped the dynamics of journalistic practice, fostering the emergence of a new profile: the journalist-influencer. This study aims to identify, define, and analyze this emerging figure, which remains scarcely defined in academic literature. Methodology. To achieve this goal, a systematic literature review was conducted following the PRISMA protocol. The process began with an initial sample of 459 records from the Scopus (n=230) and Web of Science (n=229) databases, from which 64 relevant studies were qualitatively selected. The software tools Rayyan, Vosviewer, Datawrapper, and Flourish were used to support the analysis and data visualization process. Results and conclusions. The findings show that the journalist-influencer arises from the convergence of traditional journalistic practices and strategies drawn from social media influencer marketing. This profile is characterized by its ability to inform, educate, and entertain, while building digital communities and exerting influence over audiences. Unlike traditional journalists, journalist-influencers leverage specific tools of digital platforms to establish a direct and close relationship with their followers. The study concludes that this new profile represents a significant evolution in journalism, with relevant implications for its practice, ethics, and professional training. Original contribution. This study offers the first systematized conceptual framework of the journalist-influencer, proposing an operational definition and outlining future lines of research. In doing so, it contributes to the academic understanding of the ongoing transformation of the journalistic role in the digital environment.
Discursive interactivity in cybermedia. Dimensions, categories and indicators for its analysisategories and indicators for its analysis
Purpose: The aim of this article is to establish a theoretical-methodological proposal to study discursive interactivity from a multidisciplinary perspective different from the traditional structural and quantitative media research. The sociological definition of interaction and the basis of discourse analysis –as a theoretical discipline and scientific method– are assumed to propose a concept of interactivity that addresses the double materiality of the term: as a structure and a process. Methodology: Grounded theory becomes a methodological strategy and is complemented by the bibliographic-documentary method and discourse analysis. By means of theoretical sampling, codification, constant comparison and theoretical saturation, a category is determined that emerges as central, for which the following are established: conceptual definition, dimensions, subcategories and indicators. Results and conclusions: With the theoretical support of studies on online participation, user-generated content and computer-mediated communication, it is understood that the discourse of cybermedia is carried out through a complex textual unit, composed of the journalistic message and the user comment on digital news. Thus, discursive interactivity in cybermedia is defined as a collaborative process of meaning production, mediated by technologies, in which both broadcasters and users participate in cyberspace. Original contribution: Based on the proposed concept of discursive interactivity, a methodological analysis guide is developed that integrates subcategories and indicators that respond to six dimensions of the category: communication of beliefs from the semantic-pragmatic level of discourse, mediation of context, hypertext with a semantic function, function and scope of online participation, and social interaction processes mediated by technology.
Creativity in the digital era: a comparison between human and AI evaluation in graphic design processes
Purpose. This study investigates whether evaluation using artificial intelligence (AI) with a customized GPT model can be comparable to, or complementary to, human evaluation in graphic design projects created by master's degree students. Methodology. A total of 180 logos were evaluated over six years using a 10-item Likert scale rubric. Each project received a double assessment, one by human experts and one by AI. Results and Conclusions. The results show agreement in five categories between human evaluators and AI (e.g., originality, relevance) while, in another five categories (e.g., balance, design principles), AI tended to overvalue the works when compared to human assessment. The qualitative analysis of the AI’s feedback identified strengths, but also limitations. In conclusion, a hybrid human-AI evaluation could improve fairness and efficiency in creativity grading, although AI alone fails to capture all subjective nuances. Original Contributions. This paper provides novel empirical evidence on the capabilities and limitations of AI (GPT) as a graphic design evaluator when compared to human assessment. It proposes a hybrid evaluation model that combines the sensitivity and expert judgment of the human evaluator, with the consistency and speed of AI, providing an innovative way to increase objectivity without losing subjective nuances in creativity evaluation.
Disinformation and manipulation of public opinion: a systematic review of astroturfing (2004-2024)
Purpose. This article presents a systematic review of the scientific literature on the phenomenon of astroturfing, with particular attention to its impact on digital communication and manipulation of public opinion. Online astroturfing, as a disinformation strategy, simulates an authentic grassroots movement when it is a false orchestrated campaign that erodes democratic deliberation. This research responds to the need to systematically study astroturfing campaigns, given the scarcity of reviews on the topic (Kovic et al., 2018; Zhang et al., 2013). Methodology. Based on the analysis of 28 studies published between 2004 and 2024 in international databases, the main definitions, theoretical and methodological approaches, thematic areas, and application contexts are examined. The analysis was conducted using an ad hoc form that allowed the collection of key information such as the object of study, employed methodology, definitions used, and conclusions of each work. Results and conclusions. The results reveal a notable conceptual dispersion and thematic concentration in political and digital contexts. Research gaps—regarding themes, methods, and contexts—are identified, and emerging lines for future research are proposed. Original contribution. This work provides a systematic overview of the current state of the field and contributes to consolidating the study of astroturfing within Social Sciences and Communication. It proposes a consensual definition of astroturfing and offers a solid foundation to guide future studies and develop practical interventions.
Stagnation of fact-checking in Public Service Media from the pandemic to the present: The cases of ZDF, FT, and BBC
Purpose. This research analyses the evolution of verification strategies of Europe's three main Public Service Media (PSM) – ZDF (Germany), FT (France), and BBC (United Kingdom) – in relation to their budgets, from the European COVID-19 vaccination campaign until the current context of political instability, notably marked by the war in Ukraine and Donald Trump's return to the U.S. government. Disinformation is a critical challenge for journalism and PSM, requiring a redefinition of public value based on citizen trust and credibility. Methodology. A structured content analysis was conducted using a specifically designed template to evaluate four key parameters: types of content and genres, incorporation of data journalism, formats used for verification, and level of transparency. Results and conclusions. The findings reveal stagnation in verification techniques, rigidity in the presentation methods of verified content, and limited innovation in formats. This indicates significant difficulties in adapting to today's media environment, characterized by rapid information dissemination and virality. Original contributions. The originality of this study lies in combining the evolutionary analysis of verification strategies with an economic perspective, highlighting the impact of budgets allocated to each PSM. Additionally, it emphasizes the need for renewing the social contract to enhance citizen participation and social cohesion—crucial elements in the fight against disinformation in the digital society.
Scrolling with (dis)comfort on AI-generated news: exploring group differences and the role of social media use in Portugal
Purpose. The increasing role of artificial intelligence (AI) in news production raises important questions about audience acceptance. This research explores group differences in comfort levels toward news generated by AI and news produced with AI assistance, focusing on the effect of the main news sources. It is hypothesized that using social media as a main gateway for news may influence comfort with AI-generated news due to the users’ familiarity with algorithm personalization. Methodology. A quantitative analysis was conducted on a representative sample of 2012 Portuguese internet users. Nonparametric tests were applied for group comparisons, and a composite AI Comfort Index was developed to enable parametric testing of interaction effects between awareness of AI and main source of news. Results and Conclusions. The analysis identifies higher comfort levels when AI is presented as an assistant rather than the primary generator of the news. The results highlight significant differences among groups based on demographic and trust-related factors. Additionally, significant effects are detected in the comparison between groups with lower and higher levels of AI awareness and between social media and traditional news users. Despite not statistically significant, the interaction effect reveals that where users with higher awareness of AI who relied on social media as their main source of news shows a noticeable increase in comfort with AI-generated news. Contribution. These findings underscore the importance of considering the main source of news in discussions of AI acceptance in journalism, particularly as current developments point out that new AI powered resources, namely chatbots, could play an important role in the news distribution.
Carroggio, M., Narbona, J., & Sebastianelli, D. (Ed). (2025). Communication and Evangelization: Context, Attitudes and Experiences
The book Communication and Evangelization: Context, Attitudes and Experiences, edited by Marc Carroggio, Juan Narbona, Daniele Sebastianelli, analyses the interrelationship between the processes of institutional communication of the Catholic Church and evangelization. The 5 parts of this volume, containing a total of 53 chapters, offer a scholarly reflection on specific issues such as evangelization in cyberculture, communicating the sacred in traditional and social media, digital religion, and communication skills and evangelization. The book is a valuable tool for spokespersons of ecclesiastical institutions and those responsible for the institutional communication of churches to better understand the changes taking place in the contemporary cultural, social and religious context, which is significantly determined by the media.
We present Vol. 24, No. 2 (2025) of Revista de Comunicación (Journal of Communication) and report that the Scimago Journal & Country Rank, 2024 (SJR) has classified our journal in the area of Cultural Studies (Q1). It also remains in the area of Communication (Q2), maintaining its position as the leading scientific journal in the field of Communication in Latin America. This recognition entails greater demands. Along these lines, Revista de Comunicación has had a renewed Scientific Council since June 2025. We were joined by 31 researchers, experts in various fields of communication science, from universities in Germany, Argentina, Australia, Chile, Spain, the United States, Mexico, Peru, Portugal, and the United Kingdom. Promoting reflection among academics and specialists worldwide in the broad field of communication studies remains challenging!
García Avilés, J. A. (2025). Águilas y colibríes: periodistas innovadores en Europa
Leo en el muy recomendable “Boletín de García Avilés”: “Lo más difícil no es desarrollar nuevas ideas, sino escapar de las viejas”, sostiene el economista John Maynard Keynes. Y no le falta razón. Por eso, el mayor reto para innovar consiste en desechar los pensamientos con los que nos sentimos a gusto y dejar espacio a lo nuevo”. Y sigue: “Una de esas profesionales que ha superado las viejas ideas sobre el periodismo es Florence Martin-Kessler, fundadora y directora ejecutiva de Live Magazine. Con esta iniciativa periodística basada en los eventos en directo, Florence ha roto moldes. Desde su creación en 2014, han actuado en 11 países y 70 ciudades europeas. Ha producido ediciones con periodistas del Financial Times, Le Monde, Le Temps y muchos otros. En 2015 obtuvo el premio a la Innovación Periodística en Francia”.
Authorship and female representation in Spanish VOD television fiction (2016-2024): women as creators and protagonists
Purpose. This study examines the presence of female creators and the prominence of female protagonists in Spanish television fiction produced for video-on-demand platforms between 2016 and 2024. The main objective is to identify gender inequalities in audiovisual creation and in the configuration of leading characters, as well as to analyze the relationship between the gender of the creative team and the representation of main characters in the narratives. Methodology. To achieve this, a mixed-methods approach is employed, combining quantitative and qualitative analysis on a sample of n = 222 Spanish series released on streaming platforms. Results and conclusions. The findings reveal a persistent gender imbalance in audiovisual creation, with only 15% of productions being exclusively created by women. In terms of protagonism, although there is a balance between male and female characters, differences emerge in narrative construction: male characters predominantly lead individual storylines, whereas female characters are more prevalent in ensemble narratives. Furthermore, a significant correlation is observed between female authorship and greater representation of women in leading roles. Original contribution. This study offers an overview of Spanish television fiction during the first decade of VOD platforms from a gender perspective. Based on a broad and recent sample, it introduces a distinctive approach that combines authorship, protagonism, and narrative construction to identify trends and structural contradictions. In doing so, it contributes to understanding current challenges to gender equality in audiovisual creation and provides tools for future research.
Analysis of Spanish fiction series about violence and sexual abuse against women through the representation of victims, aggressors and the actions of justice
Television fiction has the function of reflecting everyday situations, making social problems visible or addressing issues that have an impact on the collective imagination. The research presented here analyzes Spanish fiction series broadcast between 2020 and 2024 whose main plot deals with violence and sexual abuse against women: Alba (2020, RTVE Play); Mentiras (2020, Atresmedia); El Desorden que dejas (2020, Netflix); Parot (2021, Prime Video); Intimidad (2022, Netflix); Ni una más (2024, Netflix); Noche de Chicas (2024, Disney+); Ángela (2024, Atresmedia) and Querer (2024, Movistar+). Methodology. For this purpose, a methodology focused on content analysis is carried out through the study of the construction of the victim, represented in its entirety by female characters, protagonists and co-protagonists. Likewise, the role of the aggressors, the investigators and the actions of the justice system are analyzed. Results and conclusions. The results show how the titles studied approach this type of plot from the point of view of the victim and protagonist of the story. However, traditional features are still found in the construction of the characters that should be removed from the audiovisual stories. Original contribution. This research contributes to studies on gender perspective and to the analysis of the construction of female characters in television fiction as victims of acts of violence and abuse against women.
The pleasant surprise of Easter eggs in the cinema: analysis with eye-tracking and facial recognition
Easter eggs are hidden elements that enrich the cinematic experience by generating surprise, curiosity, and emotional connection. This study aims to analyze the attentional and emotional impact of Easter eggs in animated films through neurocognitive tools, highlighting their potential as narrative and marketing resources. Methodology. An intra-subject experimental design was conducted with a sample of 22 participants aged between 18 and 50. Six frames from Disney and Pixar films featuring Easter eggs of varying complexity and narrative integration were analyzed. Eye-tracking, facial recognition, and questionnaires were used to measure visual attention, emotions, and engagement. Results and conclusions. The results show that Easter eggs significantly capture attention, increase engagement, and elicit positive emotions such as surprise and joy. Their active integration into the action enhances their impact. The complexity of the Easter egg influences its recognition and emotional intensity, although excessive complexity may hinder detection. These findings reinforce their value as tools to enhance the audiovisual experience and strengthen audience loyalty. Original contribution. This study provides empirical evidence—using neurocognitive technologies—of the positive effect of Easter eggs on viewers’ attention and emotions. It stands out as an innovative contribution to the development of immersive narratives in audiovisual content and to brand communication strategies based on emotional involvement and surprise.
Covering violence against women and girls on the border: Comparing news from Texas and Mexico
This study investigates violence against women and girls (VAWG) along the Texas-Mexico border through the lens of the news published in newspapers: MyRGV in McAllen (Texas), the El Paso Times in El Paso (Texas), El Mañana de Reynosa in Tamaulipas (Mexico), and El Heraldo de Juárez in Ciudad Juárez (Mexico). It employs a mixed-method approach, conducting quantitative content analysis and qualitative framing analysis. The findings reveal that Mexican newspapers primarily chose to publish stories about murder as the main crime against women and girls, while Texas newspapers focused on sexual violence. Mexican newspapers also covered immigration-related VAWG. Female journalists in Mexico often connected crimes with psychological trauma. Texas newspapers employed episodic framing and victim-blaming, whereas Mexican newspapers framed stories in a victim-supporting manner. Texas newspapers did not distinguish crimes against women from other crimes, whereas Mexican newspapers used the term 'femicide' and treated crimes against women and children as gender- and age-specific.
Crespo Martínez, I., Rojo Martínez, J. M., Mayordomo Zapata, C., Moreno Moreno, S., y Soler Contreras, A. (2023). Redes sociales y comunicación gubernamental digital en el ámbito local: análisis del caso de los ayuntamientos de la Región de Murcia y Manual para la gestión de sus redes sociales
El libro analiza la actuación de los diferentes ayuntamientos de la Región de Murcia relativa a la comunicación digital, llegando a la conclusión de que es necesario invertir más recursos humanos y económicos para modernizar y sacar provecho a través de las redes sociales de ayuntamientos, alcaldes y concejales.
Fragmented-brand consumerism on TikTok: The advertising impact on generation Alpha
TikTok’s rapid rise and popularity pose challenges to young users. This study applies a mixed-methods approach to examine the impact of advertising on generation Alpha through the analysis of 500 child-targeted videos and the Delphi method with 12 psychologists. The quantitative content analysis reveals that TikTok’s short, dynamic videos cater to children’s preferences, with significant gender-based segmentation: boys are more frequently exposed to political and sports content, while girls encounter more beauty and lifestyle content. Experts indicate that the app’s fragmented, fast-paced content diminishes attention spans and fosters addictive purchasing behaviors among the youngest audience. Furthermore, the subtle nature of influencer-driven advertising complicates children’s ability to identify promotional content, potentially heightening their consumerism and anxiety. These findings underscore the urgent need for enhanced parental supervision, ethical advertising practices, and transparent regulatory measures to protect generation Alpha’s psychological well-being from the effects of fragmented brand consumerism.
Applying Neuroscience to the Production of Fiction Series: Enhancing Quality by Optimizing Audience Engagement and Attention Levels
This article analyzes the application of neuroscience techniques in the production of fiction series to measure attention levels and emotional engagement. Emotional content design has significant effects on the audience, emphasizing the importance of considering their sensitivity. For this purpose, the technology of Sociograph, a neuromarketing consultancy, was used to measure these parameters using digital sensors that detect unconscious changes in the electrical resistance of the skin. Specifically, the technology was applied to a young audience sample who watched the pilot episode of the Spanish thriller Ana Tramel. El juego (ANA. All In). To complement the study, a questionnaire was used to assess the audience’s conscious emotional response. The findings provide deeper insights into the success or failure of content and offer showrunners valuable guidelines for the narrative and emotional design of plots and characters, aiming to produce higher-quality content. The conclusions highlight that prioritizing the audience's emotional sensitivity in creative processes is crucial for enhancing engagement, a factor that has been underexplored so far. Finally, the study advocates for the integration of such scientific methodologies into the creative development.
The transmedia lies of Pinocchio: morality and intertextuality in the narra-tive expansion of Carlo Collodi's tale
This research explores the narrative universe of Pinocchio through an analytical approach that adapts the model proposed by García-Carrizo and Heredero-Díaz (2015), identifying the transmedia dynamics that have sustained the relevance and evolution of the original story across multiple formats and media. The main findings highlight how key narrative elements and mythemes, such as the myth of Prometheus, have been reinterpreted and re-signified over time, preserving the identity of the tale despite the diversity of adaptations. Furthermore, the study examines how these adaptations have altered and, in some cases, subverted the original moralizing values and pedagogical precepts, reflecting the cultural and social transformations of the past 140 years. Based on Carlo Collodi's classic tale Le avventure di Pinocchio. Storia di un burattino (1883), a paradigmatic case of transmedia archaeology, our study revisits the concept of transmedia intertextuality to understand how these connections enable the expansion and re-signification of original works, maintaining their relevance in new cultural contexts and establishing a methodological framework applicable to other studies of transmedia narratives.
Film Studies in Peru: a systematic review
Peruvian film production has witnessed a multiplicity of proposals and new voices since the turning of the century, but the academic production of Film Studies continues to lack a comprehensive review of what is being studied, who is doing the research, where it is being conducted, and where these works can be read. This paper aimed to identify the main characteristics of the field of Film Studies in Peru between 2016 and 2023. Using a quantitative approach, a systematic literature review was conducted based on the PRISMA 2020 protocol, with Scopus and Web of Science databases as references. The data of the registers was processed through bibliometric indicators. The final sample consisted of 46 records that met the selection criteria. The results point to a considerable increase in film studies since the mid-2010s, as well as emerging research trends inspired by Humanities such as aesthetics, literature, and philosophy. There is also a sustained interest in exploring relatively recent national cinemas, alongside the study of films and directors from other countries. Finally, the revision concludes by identifying the strengths and challenges faced by Film Studies scholars in Peru, such as the need to articulate the researchers in networks and have specialized programs and events in academic environments.
Gendered dynamics of Twitter engagement: An analysis of Colombian parliamentarians during electoral and non-electoral periods
This study investigates the gender dynamics in how Colombian members of Congress use Twitter during electoral and non-electoral periods. Using a quantitative analysis of 689,576 tweets collected in 2020 and 2022, the findings reveal nuanced differences in social media behaviour between male and female politicians. While male politicians generally have a larger follower base and higher retweet rates during non-electoral periods, these advantages diminish or even reverse during elections. Female politicians show relative gains in retweets and follower acquisition during electoral periods, suggesting that heightened competition and visibility create a more level playing field for engagement. Contrary to expectations, male politicians tweet more frequently overall, but female politicians increase their activity significantly during elections. These findings suggest that gender disparities in political communication on Twitter are not static but context-dependent, with electoral periods offering unique opportunities for female politicians to amplify their messages. While further research is needed to explore the role of content and audience behaviour, this study highlights the complex interplay of gender, visibility, and engagement in online political communication.
Uses of Artificial Intelligence in the radio production cycle: a framework for AI tool classification
The application of Artificial Intelligence (AI) is revolutionizing radio production, offering significant advantages over traditional methods. AI, much like digitalization did, challenges existing production structures and routines, forcing the industry to adapt to technological and market changes. This work identifies three types of AI: analytic, which detect patterns and foresee future situations; assistive, which execute mechanical tasks in an automated manner; and generative, which simulate creative processes and produce content. To contextualize the different functions, six phases have been established in the radio production cycle (Ideation, Research, Production, Distribution, Interaction, and Archiving), and in each phase, specific AI functions that contribute to the process have been identified. An inductive methodology based on the observation and analysis of 96 specific AI applications available in the market was used. Forty-five potential AI functions were identified, distributed across the six mentioned phases. The results highlight that AI can streamline the production process and add value to the final product. The main conclusions emphasize the need for new skills and roles in the industry, as well as the importance of ethical supervision to prevent misinformation and biases.