Inteligencia artificial y comunicaciónmediación crítica y educomunicativa

  1. Estrada Molina, Odiel 1
  2. Rincón Flores, Elvira G 2
  3. José Mena, Juan 3
  1. 1 Universidad de Valladolid
    info
    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

    Geographic location of the organization Universidad de Valladolid
  2. 2 Instituto Tecnológico y de Estudios Superiores de Monterrey
    info
    Instituto Tecnológico y de Estudios Superiores de Monterrey

    Monterrey, México

    ROR https://ror.org/03ayjn504

    Geographic location of the organization Instituto Tecnológico y de Estudios Superiores de Monterrey
  3. 3 Universidad de Salamanca
    info
    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

    Geographic location of the organization Universidad de Salamanca
Show affiliations +
Journal:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Year of publication: 2026

Issue Title: Artificial inteligence and communication: transformations and challenges in the digital era

Volume: 16

Issue: 1

Pages: 13-36

Type: Article

DOI: 10.62008/IXC/16/01ARTIFI DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Abstract

This study aims to analyze the impact of artificial intelligence (AI) on communication from a critical and educommunicative perspective, identifying its ethical, cognitive, and educational implications. A theoretical and documentary review of recent academic literature was conducted, contrasting epistemological approaches, communicative trends, and international educational policies. The results show that AI has evolved from a technical tool into a cognitive and symbolic agent that redefines meaning production, journalism, marketing, and education. Furthermore, an emerging algorithmic paradigm is identified, one that demands media literacy and digital ethics. It is concluded that pedagogical mediation and critical educommunication are essential to humanize technology, ensure algorithmic transparency, and strengthen human agency within automated communicative environments.

Bibliographic References

  • ALDAPE-VALDES, P., RINCON-FLORES, E. G., CASTANO, L., & GUERRERO, S. (2025). Nivelación inteligente: estrategia de aprendizaje adaptativo con IA en edu-cación superior. RIED-Revista Iberoamericana de Educación a Distancia, 29(1). https://doi.org/10.5944/ried.45482
  • AYERDI, K. M., URETA, A. L., & FERNÁNDEZ, S. P. (2023). Algoritmos, inteligencia artificial y periodismo automatizado en el sistema híbrido de medios. Tex-tual & Visual Media, 17(1), 1-6. https://doi.org/10.56418/txt.17.1.2023.0
  • BABACAN, H., ARIK, E., BILIŞLI, Y., AKGÜN, H., & ÖZKARA, Y. (2025). Artificial intel-ligence and journalism education in higher education: Digital transfor-mation in undergraduate and graduate curricula in Türkiye. Journalism and Media, 6(2), 52. https://doi.org/10.3390/journalmedia6020052
  • BAÑUELOS, J. & ABBRUZZESE, M. (2023). From Deepfake to Deeptruth: Toward a Technological Resignification with Social and Activist Uses. In M. Cebral-Loureda, E. G. Rincon-Flores, & G. Sanchez-Ante (Eds.), What AI can do, strengths and limitations of artificial intelligence (pp. 75–92). Taylor & Francis Group.
  • BARROSO HUERTAS, O. (2025). Marketing de Moda Predictivo e Inclusivo: Es-trategias de Segmentación Avanzada para Audiencias Diversas con Inteli-gencia Artificial. GDI. Revista de investigación de Género, Diseño e Inno-vación,(2),87-104. https://doi.org/10.63206/GDI.2025.2.5
  • BINLIBDAH, S. (2024). Investigating the Role of Artificial Intelligence to Measure Consumer Efficiency: The Use of Strategic Communication and Personal-ized Media Content. Journalism And Media, 5(3), 1142-1161. https://doi.org/10.3390/journalmedia5030073
  • BOND, M., KHOSRAVI, H., DE LAAT, M., BERGDAHL, N., NEGREA, V., OXLEY, E., PHAM, P., CHONG, S. W., … SIEMENS, G. (2024). A meta systematic review of artificial in-telligence in higher education: A call for increased ethics, collaboration, and rigour. International Journal of Educational Technology in Higher Edu-cation, 21, Article 4. https://doi.org/10.1186/s41239-023-00436-z
  • BOSTROM, N. (2014). Superintelligence: Paths, dangers, strategies. Oxford Uni-versity Press.
  • CANO, C. G., MORLÀ, C. G., & CASTELL, D. V. (2024). Periodismo oscuro: Cómo los algoritmos han invadido los medios de comunicación. Clivatge Estudis I Tesitimonis del Conflicte I el Canvi Social, 12. https://doi.org/10.1344/clivatge2024.12.6
  • CEIDE, C. F. F., LÓPEZ, M. T., & LOMBAO, T. F. (2025). De la frecuencia al algorit-mo: implementación de IA en las emisoras de radio de España. Revista La-tina de Comunicación Social, 83, 1-22. https://doi.org/10.4185/rlcs-2025-2457
  • CEIDE, C. F., LOMBAO, T. F., & LÓPEZ, M. T. (2025). Periodismo sin periodistas. Revista ICONO14, 23(1), e2275. https://doi.org/10.7195/ri14.v23i1.2275
  • CODINA, L (2024) La inteligencia artificial y el mundo de la comunicación: para-digmas y atención crítica. En: adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, (28), 319-322.
  • DE LA GARZA MONTEMAYOR, D. J., & DE LEÓN, C. G. D. (2024). Inteligencia Artificial y big data: nuevos paradigmas de la Comunicación Política y la Gobernanza Digital. Más Poder Local, 56, 9-26. https://doi.org/10.56151/maspoderlocal.214
  • DE SOUSA, M. E., & FONTES, A. J. (2024). Tendência conceitual para o Jornalismo Automatizado. E-Compós. https://doi.org/10.30962/ecomps.3035
  • DEPARTMENT FOR EDUCATION. (2023, March 29). Generative artificial intelligence (AI) in education [Policy paper]. Department for Education. https://www.gov.uk/government/publications/generative-artificial-intelligence-in-education
  • DEPARTMENT OF EDUCATION (VICTORIA). (2023, December 1). Generative artifi-cial intelligence: Policy. Policy and Advisory Library (VIC.GOV.AU). https://www2.education.vic.gov.au/pal/generative-artificial-intelligence/policy
  • DÖRR, K. N. (2015). Mapping the field of Algorithmic Journalism. Digital Jour-nalism, 4(6), 700–722. https://doi.org/10.1080/21670811.2015.1096748
  • EDUCATION MINISTERS. (2023, OCTOBER). Communiqué — Education Ministers’ Meeting [Communiqué]. Australian Government Department for Education. https://www.education.gov.au/download/17289/education-ministers-meeting-communique-october-2023/34768/document/pdf
  • EDWARDS, L., & VEALE, M. (2017). Slave to the algorithm? Why a “right to an explanation” is probably not the remedy you are looking for. Duke Law & Technology Review, 16(1), 18–84. https://scholarship.law.duke.edu/dltr/vol16/iss1/2
  • FERNÁNDEZ-BARRERO, M.- ÁNGELES, LÓPEZ-REDONDO, I., & ARAMBURÚ-MONCADA, L.-G. (2024). Possibilities and challenges of Artificial Intelligence in the teach-ing and learning process of Journalism Writing. The experience in Spanish universities. Communication & Society, 37(4), 241-256. https://doi.org/10.15581/003.37.4.241-256
  • FLORIDI, L. (2019). The logic of information: A theory of philosophy as concep-tual design. Oxford University Press.
  • GARCÍA-OROSA, B., CANAVILHAS, J., & VÁZQUEZ-HERRERO, J. (2022). Algorithms and communication: A systematized literature review. Comunicar, 31(74), 9-21. https://doi.org/10.3916/c74-2023-01
  • GHOLAMI, M. J., & ABDWANI, T. A. (2024). The Rise of Thinking Machines: A Re-view of Artificial Intelligence in Contemporary Communication. Journal Of Business Communication & Technology, 29-43. https://doi.org/10.56632/bct.2024.3103
  • GUNKEL, D. J. (2012). The machine question: Critical perspectives on AI, robots, and ethics. MIT Press.
  • HALEEM, A., JAVAID, M., QADRI, M. A., SINGH, R. P., & SUMAN, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. In-ternational Journal Of Intelligent Networks, 3, 119-132. https://doi.org/10.1016/j.ijin.2022.08.005
  • HOLMES, W., BIALIK, M., & FADEL, C. (2019). Artificial intelligence in education: Promises and implications for teaching and learning. Center for Curriculum Redesign. https://curriculumredesign.org
  • IOSCOTE, F., GONÇALVES, A., & QUADROS, C. (2024). Artificial Intelligence in Jour-nalism: A Ten-Year Retrospective of Scientific Articles (2014–2023). Jour-nalism And Media, 5(3), 873-891. https://doi.org/10.3390/journalmedia5030056
  • JACOMUZZI, A. C., & ALIOTO, B. P. (2024). People and machines in communication / Personas y máquinas en comunicación. Studies In Psychology Estudios de Psicología, 45(1), 145-165. https://doi.org/10.1177/02109395241241380
  • LÓPEZ, C. A. (2025). IA y narrativas emergentes hacia una reconfiguración de la comunicación social en la cultura digital. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (283). https://doi.org/10.18682/cdc.vi283.12703
  • LUCKIN, R., HOLMES, W., GRIFFITHS, M., & FORCIER, L. B. (2016). Intelligence un-leashed: An argument for AI in education. Pearson. https://edu.google.com/pdfs/Intelligence-Unleashed-Publication.pdf
  • NASS, C., & MOON, Y. (2000). Machines and mindlessness: Social responses to computers. Journal of Social Issues, 56(1), 81–103. https://doi.org/10.1111/0022-4537.00153
  • NEME PINTO , J. E. (2024). Comunicación mediada por Computadora: La Intru-sión de la Inteligencia Artificial en la Comunicación Digital en Jóvenes. Ciencia Latina Revista Científica Multidisciplinar, 8(5), 3302-3319. https://doi.org/10.37811/cl_rcm.v8i5.13817
  • OECD. (2024). The potential impact of artificial intelligence on equity and in-clusion in education (OECD Artificial Intelligence Papers No. 23). OECD Publishing. https://doi.org/10.1787/15df715b-en
  • OFQUAL. (2024, April 24). Ofqual’s approach to regulating the use of artificial intelligence in the qualifications sector. GOV.UK.
  • OKE, T. (2025). Algorithmic narrativity as a new narrative mode. AI & Society. https://doi.org/10.1007/s00146-025-02297-8
  • POVEDA, J. F. S., & DEL CAMPO SALTOS, G. (2024). Algoritmos en redes sociales y estrategias comunicacionales para el posicionamiento de medios tradicio-nales. LATAM Revista Latinoamericana de Ciencias Sociales y Humanidades, 5(6). https://doi.org/10.56712/latam.v5i6.3114
  • REINOSO, D. I., Palacios, A. G., & Vizuete, F. O. (2025). La inteligencia artificial en el periodismo: herramientas y aplicaciones. LATAM Revista Latinoamer-icana de Ciencias Sociales y Humanidades, 6(1). https://doi.org/10.56712/latam.v6i1.3503
  • RINCÓN-Flores, E. G., Lopez-Camacho, E., Mena, J., & Olmos, O. (2022). Teach-ing through learning analytics: Predicting student learning profiles in a physics course at a higher education institution. International Journal of In-teractive Multimedia and Artificial Intelligence. https://doi.org/10.9781/ijimai.2022.01.005
  • RIVAS, A. (2025). La llegada de la IA a la educación en América Latina: En construcción. ProFuturo & Organización de Estados Iberoamericanos (OEI).
  • RODRÍGUEZ-HERNÁNDEZ, C. F., KYNDT, E., & CASCALLAR, E. (2023). A cluster analy-sis of academic performance in higher education through self-organizing maps. In M. Cebral-Loureda, E. G. Rincon-Flores, & G. Sanchez-Ante (Eds.), What AI can do, strengths and limitations of artificial intelligence (pp. 115–134). Taylor & Francis Group.
  • ROJAS-CALDERÓN, A. (2024). Los usos de imágenes generadas con IA en la políti-ca española: entre la creatividad y la manipulación. Revista de Comunica-ción Política, 6(1), 1-26. https://doi.org/10.29105/rcp.v6i1.60
  • RUIZ, E. C. V., DE LOS ÁNGELES PROAÑO ZURITA, J., & MANCHENO, F. G. H. (2025). Inteligencia artificial: retos y desafíos en la práctica profesional periodísti-ca. Chasqui Revista Latinoamericana de Comunicación, 1(158), 245-258. https://doi.org/10.16921/chasqui.v1i158.5060
  • RUSSELL, S. J., & NORVIG, P. (2020). Artificial intelligence: A modern approach (4th ed.). Pearson.
  • SHATA, A. (2025). Artificial intelligence and communication technologies in academia: Faculty perceptions and the adoption of generative AI. Interna-tional Journal of Educational Technology in Higher Education, 22, 51. https://doi.org/10.1186/s41239-025-00511-7
  • SHNEIDERMAN, B. (2020). Human-centered artificial intelligence: Reliable, safe & trustworthy. International Journal of Human–Computer Interaction, 36(6), 495–504. https://doi.org/10.1080/10447318.2020.1741118
  • STRIPHAS, T. (2015). Algorithmic culture. European Journal Of Cultural Studies, 18(4-5), 395-412. https://doi.org/10.1177/1367549415577392
  • SUNDAR, S. S. (2020). Rise of machine communication: How algorithms shape conversational media. Journal of Computer-Mediated Communication, 25(1), 74–88. https://doi.org/10.1093/jcmc/zmz028
  • TRIPATHI, T., SHARMA, S. R., SINGH, V., BHARGAVA, P., & RAJ, C. (2025). Teaching and learning with AI: A qualitative study on K-12 teachers’ use and en-gagement with artificial intelligence. Frontiers in Education, 10, Article 1651217. https://doi.org/10.3389/feduc.2025.1651217
  • U.S. DEPARTMENT OF EDUCATION, OFFICE OF EDUCATIONAL TECHNOLOGY. (2023). Artificial intelligence and the future of teaching and learning: Insights and recommendations.
  • UNESCO. (2023). Guidance for generative AI in education and research. UNESCO. https://unesdoc.unesco.org/ark:/48223/pf0000386693
  • UNICEF. (2020). COVID-19: Are children able to continue learning during school closures? Remote learning reachability factsheet. UNICEF.
  • VAN DIJCK, J., POELL, T., & DE WAAL, M. (2018). The platform society: Public values in a connective world. Oxford University Press.
  • WANG, S., WANG, F., ZHU, Z., WANG, J., TRAN, T., & DU, Z. (2024). Artificial intelli-gence in education: A systematic literature review. Expert Systems with Ap-plications, 252, 124167. https://doi.org/10.1016/j.eswa.2024.124167
  • WEN, L., LIN, W., & GUO, M. (2022). Study on Optimization of Marketing Com-munication Strategies in the Era of Artificial Intelligence. Mobile Infor-mation Systems, 2022, 1-11. https://doi.org/10.1155/2022/1604184
  • WEST, S. M. (2017). Data Capitalism: Redefining the Logics of Surveillance and Privacy. Business & Society, 58(1), 20-41. https://doi.org/10.1177/0007650317718185
Data source: Dialnet