Presentación del Monográfico: Innovando en redes sociales y comunicativas

Carmen Cristófol Rodríguez; Xabier Martínez Rolán; Juan Enrique Gonzálvez Vallés

doi:10.31637/epsir-2024-1742

Authors

Carmen Cristófol Rodríguez University of Malaga https://orcid.org/0000-0001-9766-6500
Xabier Martínez Rolán University of Vigo https://orcid.org/0000-0002-7631-2292
Juan Enrique Gonzálvez Vallés Complutense University of Madrid https://orcid.org/0000-0001-5127-7753

DOI:

https://doi.org/10.31637/epsir-2024-1742

Keywords:

Influencer marketing, Digital violence, Social networks, Pop culture, Digital education

Abstract

This monograph explores innovations in social networks and communication practices in the current digital context, analyzing how new narratives are shaping public opinion and social identity. It highlights the impact of emotions on platforms such as Instagram, TikTok, or X, and the role of influencer marketing in advertising and digital journalism. Additionally, it addresses the challenges and opportunities presented by platforms like Twitch and YouTube in journalism, as well as the impact of gender-based violence and online harassment on social media. The study of emerging narrative formats such as vodcasting, the dynamics of radicalization in messaging platforms, and the influence of social networks on youth culture and electoral movements are also key topics. Finally, the use of ICT in higher education and social movements is explored.

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Author Biographies

Carmen Cristófol Rodríguez, University of Malaga

She is an Associate Professor at the University of Málaga, with an outstanding academic and professional career. Her education includes a thesis, graded with "Outstanding cum laude," on advertising in high-end women's magazines, complemented by multiple courses and specialized programs in digital marketing, digital transformation, social media, and communication tools. She holds advanced certifications in English and has strong training in digital skills and innovative methodologies.

In teaching, she has over 4,600 certified hours of university instruction in both undergraduate and postgraduate programs at public and private universities, teaching courses in communication, digital marketing, and corporate branding. She has designed and coordinated teaching materials, innovation projects, and TFE evaluations, with a focus on integrating digital technologies into teaching.

In research, she has led and participated in multiple projects and scientific publications in indexed journals, exploring topics such as neuromarketing, sustainability in fashion, and digital communication. She has authored books, chapters, and scientific articles of relevance in the fields of communication and marketing. For over 17 years, she has combined teaching, research, and professional experience in the media sector.

Xabier Martínez Rolán, University of Vigo

He holds a PhD in Communication from the University of Vigo, where he currently serves as an Associate Professor in the Department of Audiovisual Communication and Advertising. His professional career focuses on online communication and digital marketing. In the academic field, he teaches courses related to mobile and web applications in various undergraduate and master's programs, as well as offering training in generative artificial intelligence for faculty members.

His research areas include digital communication, new advertising formats, and virtual communities. He has a particular interest in communication dysfunctions, especially regarding digital violence and misinformation, analyzing the impact of these phenomena on society. He has published several academic papers in these fields, contributing significantly to the advancement of knowledge in digital communication.

In addition to his academic work, Martínez Rolán maintains an active online presence through his personal website, where he shares reflections and resources related to digital communication.

Juan Enrique Gonzálvez Vallés, Complutense University of Madrid

He holds a PhD in Information Sciences from the Complutense University of Madrid and a degree in Journalism. He currently belongs to the Department of Communication Theories and Analysis at the Complutense University of Madrid, where he teaches ‘Psychology of Communication’ and ‘Hypermedia Narrative.’ Previously, he was part of the Department of Audiovisual Communication and Advertising at CEU San Pablo University, where he taught 'Market Research,' 'Advertising Fundamentals,' and 'Radio Production and Direction.' Additionally, he was the coordinator of the Digital Communication platform #CORRSS for managing the social media of the Faculty of Humanities and Communication Sciences and was the Social Media Manager at CEU San Pablo University. He is a member of the Neuromarketing Laboratory NeurolabCenter, the Concilium Research Group, and the UCM Brand Lab Research Group: Innovation in Brand Neurocommunication for the Management of Organizational Intangibles.

References

Fernández, M. y Sánchez, D. (2020). Violencias de género en redes sociales: Análisis de las dinámicas misóginas en Twitter. Journal of Gender Studies, 19(2), 55-70.

González, J. y Martínez, P. (2022). La influencia del marketing digital en el sector de la moda: Un estudio de caso. Journal of Digital Marketing, 28(1), 34-56.

López, R. (2021). Vodcasting y narrativas en el periodismo audiovisual: El caso de RTVE. Comunicación Audiovisual, 19(4), 76-89.

Pérez, A. (2023). Twitch y la televisión de la generación Z: Nuevas formas de consumir información. Revista de Comunicación Digital, 22(3), 100-113.

Rodríguez, L. y García, S. (2023). La semiótica digital y las emociones en redes sociales: Nuevas formas de comunicación emocional. Revista de Comunicación y Tecnología, 14(2), 45-67.