Impacto y diversidad en el uso de herramientas de inteligencia artificial generativa en el periodismo y la comunicación: un análisis comparativo

Hernán Antonio Yaguana-Romero; Viviana Noemí Galarza-Ligña; Ximena Margarita Coronado-Otavalo

doi:10.31921/doxacom.n41a2875

Authors

Hernán Yaguana-Romero Universidad Técnica Particular de Loja https://orcid.org/0000-0001-6482-5333
Viviana Noemí Galarza-Ligña Pontifical Catholic University of Ecuador, Ibarra Campus https://orcid.org/0000-0003-2770-246X
Ximena Margarita Coronado-Otavalo Pontifical Catholic University of Ecuador, Ibarra Campus https://orcid.org/0000-0002-5146-0248

DOI:

https://doi.org/10.31921/doxacom.n41a2875

Keywords:

Artificial Intelligence, journalism, communication, professional effectiveness, professional development

Abstract

This research analyses the impact on the perception professional effectiveness, satisfaction and differences in the use of artificial intelligence (AI) tools by journalists and communicators in Ecuador. A structured questionnaire was used to collect data from 150 journalists and communicators from various specialties. The instrument included sections on AI use, perception of effectiveness, satisfaction and interest in training. The results revealed a positive correlation between the frequency of use of AI tools and user satisfaction. The respondents who use AI daily reported the highest levels of acquiescence, suggesting that familiarity and competence acquired through regular use contribute significantly to satisfaction. The study showed that journalists and content creators use AI for article writing, while marketers have a more diversified use, including research and data analysis. Also, radio broadcasters and photographers prefer AI tools for editing multimedia content. These findings underline the importance of developing specific training programmes adapted to the journalistic and communication field, as well as the need for guidelines for an ethical and relevant use of specialised AI tools.

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Author Biographies

Hernán Yaguana-Romero, Universidad Técnica Particular de Loja

Ph.D. es Director del Departamento de Ciencias de la Comunicación de la Universidad Técnica Particular de Loja (UTPL), Ecuador. Licenciado en Comunicación Social por la UTPL, cuenta con una Diplomatura en Gestión Productiva Universitaria, un Diploma de Estudios Avanzados y un Doctorado en Comunicación y Periodismo por la Universidad de Santiago de Compostela (España), con registro SENESCYT N.° 7474R-13-9696. También es experto en evaluación en educación a distancia por la Universidad de Sevilla. Su trayectoria se ha desarrollado en docencia, consultoría y gestión académica. Ha sido consultor para la UNESCO y el Consejo Nacional de Educación, Ciencia y Tecnología del Ecuador (SENACYT). Se ha desempeñado como docente-investigador en la UTPL y otras instituciones como la Universidad del Azuay y la Universidad Casa Grande. Es revisor y coeditor internacional de revistas indexadas como Comunicar, y miembro activo de redes académicas como ALAIC, OCLACC y SEICOM. Sus líneas de investigación incluyen la narrativa digital, la comunicación para el desarrollo y los medios audiovisuales. Es autor de libros y manuales sobre radio, comunicación comunitaria y medios digitales, y ha obtenido premios por su producción radial. Logros profesionales: invento patentado: audífonos antiestrés (Código internacional de patente WO/2020/039415).
Viviana Noemí Galarza-Ligña, Pontifical Catholic University of Ecuador, Ibarra Campus

Doctoral candidate in the interuniversity doctoral program in Communication at the University of Seville. Master in Communication and Culture from the University of Seville. Master’s Degree in New Technologies for Management and Teaching Practice from PUCE-Ibarra. Diploma in University Teaching and Bachelor’s Degree in Social Communication. University teacher with 12 years of experience in journalism, radio, print media, epistemology of research, research fundamentals, journalistic genres, digital communication and digital culture. Researcher of topics related to cyberjournalism, social networks, analysis and structure of information, digital culture, identity and migration. She has published articles in Latindex and Scopus regional indexing journals, as well as book chapters. Member of the Network of Communication Researchers of Ecuador (RICE), of the researching group Media, Applied Technologies and Communication (METACOM) and she has participated as organizer and member of Scientific Committees of national and international congresses. Academic reviewer of scientific articles, books and book chapters of various publishers and national and international scientific journals. Work experience in print media, radio, organizational communication and communication for development.
Ximena Margarita Coronado-Otavalo, Pontifical Catholic University of Ecuador, Ibarra Campus

Doctoral candidate in the interuniversity doctoral program in Communication at the University of Seville. Master in Communication and Culture from the University of Seville. Master’s Degree in New Technologies for Management and Teaching Practice from PUCE-Ibarra. Diploma in University Teaching and Bachelor’s Degree in Social Communication. University teacher with 12 years of experience in journalism, radio, print media, epistemology of research, research fundamentals, journalistic genres, digital communication and digital culture. Researcher of topics related to cyberjournalism, social networks, analysis and structure of information, digital culture, identity and migration. She has published articles in Latindex and Scopus regional indexing journals, as well as book chapters. Member of the Network of Communication Researchers of Ecuador (RICE), of the researching group Media, Applied Technologies and Communication (METACOM) and she has participated as organizer and member of Scientific Committees of national and international congresses. Academic reviewer of scientific articles, books and book chapters of various publishers and national and international scientific journals. Work experience in print media, radio, organizational communication and communication for developme

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