Neurocommunication as a tool for public media
- Almudena Barrientos-Báez Universidad Complutense de Madrid https://orcid.org/0000-0001-9913-3353
- David Caldevilla-Domínguez Universidad Complutense de Madrid https://orcid.org/0000-0002-9850-1350
- Alba-María Martínez-Sala Universidad de Alicante https://orcid.org/0000-0002-6852-6258
Abstract
This article examines the application of neurocommunication in public media, emphasizing its importance in adapting to new technologies and enhancing audience interaction. Key concepts such as eye tracking and functional magnetic resonance imaging are presented, demonstrating their use in optimizing message effectiveness. The research concludes that neurocommunication is essential for developing precise and personalized communication strategies, contributing to the sustainability and relevance of public media. The study underscores the need for continuous and multidisciplinary training for communication professionals, enabling them to effectively use neuroscience in their practices to improve message quality and impact.
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Author Biographies
Complutense University of Madrid (Faculty of Information Sciences - Department of Communication Theories and Analysis) almbarri@ucm.es
Advisor to the Vice-Rector's Office for Research and Transfer to support the development of lines of action at the Complutense University of Madrid (UCM). Professor at the Faculty of Information Sciences. Department of Communication Theories and Analysis. Doctor with Cum Laude international mention in Education (Univ. Camilo José Cela). She was director of the Enabling Master's Degree in Teacher Training (European University of Madrid). Master in Protocol Management, Production, Organization and Design of Events - COMMUNICATION area - (Univ. Camilo José Cela) and Master in Tourist Accommodation Management (Univ. Girona). Degree in Tourism (Univ. of La Laguna) and Diploma in Teaching (Univ. Valencia).
Member (Academic) of the Academy of Television and Audiovisual Sciences and Arts. https://www.academiatv.es/academicos/
Vice President of the Spanish Association of Scientific Film and Image (ASECIC).
Director and presenter of the DtúAtú Spaces: interviews developed for 3 years at the Faculty of Information Sciences of the UCM with relevant personalities from the area of Communication such as Diego López Garrido, Remedios Cervantes, Jorge Valdano, Pedro Piqueras...
Director of the academic journal Sciences of Communication and Information (HISIN) C1 in DIALNET Metric Communication and of the academic journal Comunicación y Salud (Complutense University of Madrid) C2 in DIALNET Metric Communication. Director of three International Congresses in the area of Communication
Her research work is linked directly and also transversally to Neuromarketing, Neurocommunication, Gender, Social Networks, Communication, PR and ICT. Index h 22.
She is part of the Public audiovisual media project in the platform ecosystem: management and evaluation models of the reference public value for Spain, (PID2021-122386OB-I00), funded by the MCIN, AEI and FEDER, EU. Ministry of Science and Innovation. IP1 Miguel Túñez and IP2 Francisco Campos.
She is part of the research team of the RTVE Chair of the University of Santiago de Compostela on Public Service Media in Europe.
Member of the Research Team: Communication and Education Office. Department of Journalism and Communication Sciences of the UAB.
She is part of the 2022-2023 Innova-Teaching Innovation Project. Project No. 242 Strategies to promote University-Business communication and promote the employment of students throughout their educational career.
She is part of the CONCILIUM research group (931,791) of the Complutense University of Madrid, “Validation of communication models, neurocommunication, business, social networks and gender.”
She is part of the Research Group on creation and psychosocial and cultural effects of audiovisual discourse (940,350) of the Complutense University of Madrid.
She is part of the RTPE project (European Public Radio Television) and the VALCOMM project (Public audiovisual media in the ecosystem of platforms: management models and evaluation of the reference public value for Spain).
It is part of the (micro) Machismos project. A project of the Feminisms 4.0 Depo-Uvigo Chair (2021 call). Mulleres pontevedresas on the network. Analysis of discourse, micromachismos and hate speech on Twitter.
She was co-host of the weekly program “Miceando, Turismo en Radio” for two years. Activate Radio.
He was part of the working group of the Competitiveness Monitor project of the Island of Tenerife: Economic Development and Sustainability (File 069-2020). IP1 Eduardo Parra López.
She was a researcher at the Chair of Education in Emerging Technologies, Gamification and Artificial Intelligence at the Pablo de Olavide University in Seville. Promote an integrated system of research, training, information and dissemination activities in Education and Technologies (EduEmer).
She was part of the New values, governance, financing and public audiovisual services for the Internet society: European and Spanish contrasts (RTI2018-096065-B-I00) research project of the State R&D&I Program aimed at the Challenges of Partnership of the Ministry of Science, Innovation and Universities (MCIU), State Research Agency (AEI) and the European Regional Development Fund (ERDF). IP1 Francisco Campos Freire. IP2 Miguel Túñez López.
She was an associate researcher of the research project Ring of Research in Social Sciences and Humanities, code SOC180045, entitled: “Converging Horizons: Production, Mediation, Reception and Effects of Representations of Marginality”, according to Res. Affecta Nº 025 dated November 22, 2018 and Res. Ex. No. 2000-136 dated December 27, 2018. 305 thousand Euros during the 3 years; University of La Frontera as Main Institution.
Professor and Graduate and Doctor in Information Sciences, (Audiovisual Communication from the U. Complutense). Diploma in Teaching (U. of Zaragoza). Two Sexennials (2006-2018). Teacher at: U. Complutense, European U. of Madrid, IED, ESERP and IPAM (Oporto -Portugal-). With more than 20 subjects. Speaker and lecturer in various courses and professor in several own titles (Telemadrid, Walter & Thompson, McCann...). Secretary General of the Spanish Society for Ibero-American Communication Studies (SEECI), of the “International Forum of Communication and Public Relations” (Forum XXI) and of “History of information systems” (HISIN). Principal Investigator (I.P.) of the Complutense Research Group 'Concilium' with number 931,791. Researcher in more than 15 official research projects. Author of more than 100 scientific articles in peer-reviewed journals, more than 55 book chapters and 6 complete books: Asturias and La Rioja, a common history, Spielberg's seal, Culture and Public Relations, Public Relations Manual, The Relations Public and its foundation and The internal face of business communication. Director of 9 doctoral theses. Member of scientific committees in numerous international scientific conferences and journals. Speaker at more than 120 international conferences. Guest signature in various publications and radio talk show at COPE, RADIO INTERECONOMÍA and GESTIONA RADIO. 'Medal of professional merit' by the magazine “Actualidad economica” and award for teaching excellence by EXIBED.
Doctor in Fine Arts (Extraordinary Doctoral Thesis Award, 2015). Full Professor at the University of Alicante. Member of the AgeCOM and MAECO research groups of the same university and of “Strategic Communication Management” (GCE, Technical University of Loja-Ecuador), RELAIP, RICE, RIMS, REDIPUB, RIIM, etc. His main lines of research are marketing and communication strategies in the public and private spheres. He is also part of the team of the Digital Generation Gap Chair of the UA and the University Institute of Social Studies of Latin America. She has been distinguished as an honorary professor by the Catholic University of Miami (USA).
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