Innovation, Technology, and Methods in Digital Communication

Authors

Andrés Alfredo Luna Montalvo, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador; Kléber Renato Romero Quiroga, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador; Diana Carolina Vásquez Niama, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador; Wagner Enrique Ortega Arcos, Universidad Técnica de Ambato, UTA; Wagner Omar Ortega Roldán, Universidad Técnica Particular de Loja, UTPL; Elizabeth Alexandra Veloz Segura, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador; Alicia María Elizundia Ramírez, Pontificia Universidad Católica del Ecuador, PUCE

Keywords:

artificial intelligence, communication, higher education, information technology, innovation, research methodology

Synopsis

The accelerated transformation of digital environments has reshaped communication processes, presenting new challenges for research and professional practice in digital communication. This collective work, from an interdisciplinary perspective, explores how technological innovation, artificial intelligence, and emerging methods influence contemporary messages, strategies, and communication projects. Methodologically, it adopts mixed approaches—both qualitative and quantitative—along with documentary analysis and case studies. The study found that understanding communicative behavior requires moving beyond traditional declarative models and focusing on the analysis of behavioral patterns, digital discourse, and transmedia interaction. It also highlights that communication innovation projects achieve greater impact when they incorporate tools such as big data, artificial intelligence, automation, and user-centered planning models. In the field of digital marketing, the integration of AI-based technologies—such as chatbots, generative models, and programmatic advertising—has proven effective for audience segmentation, message personalization, and resource optimization. Regarding training processes, the relevance of intensive pedagogical models, such as Boot Camps, is emphasized for strengthening skills in web programming, content structuring, and the development of interactive experiences. Finally, the book proposes a revision of digital communication research methodologies from a postmodern perspective, underscoring the need for analytical frameworks that acknowledge subjectivity, knowledge fragmentation, and phenomena such as post-truth and infocracy. The discussion argues that strategic thinking and technological expertise must be aligned with communication ethics and a humanistic outlook. Altogether, this work offers conceptual, technical, and methodological tools to understand, analyze, and act within contemporary communication scenarios.

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Author Biographies

Andrés Alfredo Luna Montalvo, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Andrés Luna Montalvo (Quito, 1982) holds a PhD in Educational Research (University of Alicante) and a Master’s in Communication (UASB). He teaches at Universidad Central del Ecuador and the Master’s in Digital Communication at UEB. He has worked in media such as Diario La Hora, Radio Sonorama, Ecuador TV, and Radio Pichincha. He served as a communicator for the Presidency of the Republic and the Municipality of Quito. Author of several publications on communication, sports, and digital culture. His career blends teaching, research, and journalism practice since 2003.

Kléber Renato Romero Quiroga, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Kléber Renato Romero Quiroga holds a Bachelor's degree in Social Communication, a Master's degree in Corporate Communication, and a Corporate Image Specialist from the Autonomous University of Los Andes, Ecuador. He works as a university professor and researcher on communication theory, communication, and culture. He has published works such as: Reflections on Communication, Traditional Games: A Construction of Memory, Identity, Culture, and Symbolism, and Elements of the Construction of Interculturality in the Flores Parish. He also collaborates as an external reviewer for the Communication Council's Enfoque Magazine.

Diana Carolina Vásquez Niama, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Diana Carolina Vásquez Niama holds a Bachelor's degree in Social Communication and a Master's degree in Communication from the Peninsula State University of Santa Elena, Ecuador. She works as a university professor and researcher on communication, culture and interculturality, and corporate communication. She has published works such as: The Positioning of the Image of Baltazar Ushca and Its Impact on the Historical Memory of the Maldonado Parish; Convergences of Journalistic Ethics in the Professional Practice of Communicators; The Relationship Between Corporate Communication and Corporate Image; and New Linguistic Codes in Youth Communication Behavior. She also collaborates as an external evaluator for other universities in the field of communications.

Wagner Enrique Ortega Arcos, Universidad Técnica de Ambato, UTA

Wagner Enrique Ortega Arcos, a professor and researcher at the Technical University of Ambato, Ecuador, holds a Bachelor's degree in Social Communication, a Master's degree in Corporate Communication, and a specialization in Corporate Image. He is the author of 7 scientific articles published in academic journals and has presented at national and international conferences. A communicator with 27 years of professional experience, he has also served as a professor at the State University of Bolívar, taught master's modules at the Peninsula University of Santa Elena and the State University of Bolívar, and was the President of the College of Journalists of Tungurahua and the National Federation of Journalists of Ecuador.

Wagner Omar Ortega Roldán, Universidad Técnica Particular de Loja, UTPL

Wagner Omar Ortega Roldán is a fifth-semester Communication student at Universidad Técnica Particular de Loja. He holds a Bachelor's degree in Accounting and Auditing from Universidad Técnica de Ambato (2025). His interdisciplinary background supports his contributions in critical analysis, academic writing, and effective communication. He has a C1-level proficiency in English according to the British standard. Known for his responsibility, professional ethics, and research commitment, he is a valuable contributor to editorial and academic projects.

Elizabeth Alexandra Veloz Segura, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Elizabeth Alexandra Veloz Segura holds degrees in Computer Systems Engineering, a Master’s in Software Engineering and Information Systems, a Master’s in Educational Management, and a Diploma in Pedagogy. She is a professor and researcher with experience at institutions such as Universidad Estatal de Bolívar and Universidad Técnica Estatal de Quevedo. She has presented at national and international conferences and coauthored scientific articles on gamification, educational innovation, digital competencies, software engineering, and cybersecurity. She also serves as an academic trainer and is a SENESCYT-accredited researcher in Ecuador.

Alicia María Elizundia Ramírez, Pontificia Universidad Católica del Ecuador, PUCE

Alicia Elizundia Ramírez, PhD in Social Communication Sciences from the University of Havana. She is a professor and researcher with extensive experience in universities across Ecuador, Cuba, Mexico, and Venezuela. She has supervised theses and participated in postgraduate programs. Author of indexed scientific articles (Scopus) and book chapters on gender, media, discourse, and higher education. She has served as evaluator for CACES and speaker at international conferences. Her work integrates teaching, research, academic management, and media production with a critical, intercultural, and humanistic perspective.

References

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Published

September 1, 2025

Online ISSN

3103-117X

Details about this monograph

ISBN-13 (15)

978-9942-7391-4-8

How to Cite

Innovation, Technology, and Methods in Digital Communication: Vol. V1(2). (2025). Editorial Unión Científica. https://doi.org/10.63804/mtc.1.2