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The Pontificia Universidad Javeriana

¿Cómo comunicar en la transformación digital?

The Pontificia Universidad Javeriana via edX

Overview

Digital transformation has impacted all public and private spheres in recent years, based on technologies such as artificial intelligence, large volumes of data analytics, cloud computing, 3D printing, augmented reality, or blockchain, among others. The nature of digital transformation is so varied, not only technologically, but also in its economic, social and regulatory aspects, that it is a challenge to understand and communicate it effectively.

To this end, this course presents an introduction to digital transformation, from the co-evolution that technology and society have had, emphasizing the environment of high uncertainty and multiple crises in which it develops, as well as its relationship with business, sustainability, public policy and the privacy, security and regulation aspects that determine its positive and negative effects. This implies an understanding of digital ecosystems, the different strategies to address digital transformation and the new business models that materialize it in different sectors and contexts, based on cases and examples. Additionally, it requires an approach to emerging technologies, with special attention to data processing and natural language. Likewise, the elements are provided for the identification of new work contexts and the skills needed at the organizational and individual level.

This course is positioned at the confluence between the new scenarios of digital transformation of communication and the communication of digital transformation as a socio-technical phenomenon. This involves a journey through concepts, approaches and tools that provide a better understanding of digital transformation, helping to discern its meaning, impact and value. Likewise, it provides elements to recognize opportunities for application, appropriation and digital entrepreneurship to professionals who, from their institutional, social or management work, carry out articulation and social communication actions mediated by digital tools.

Finally, the course presents the fundamental transformations experienced in the communication ecosystem. In this transformation, we move from analog and hegemonic communication to interactive and collaborative digital communication. We look at the categories or traits that define this

digital communication and that are part of the architecture of the new medium: Internet. We analyze the profile of the new communicator, his media versatility and the challenges that appear with digital communication. We review the basic skills and abilities to be developed by digital communicators and propose a model for the creation and production of multiplatform content, based on a series of 2.0 software and applications, which also allow the management of interactivity with audiences and design. of digital metrics.

Syllabus

Module 1.

Introduction to digital transformation Introduction to information technology and its co-evolution with society. Discussion of the background, definitions and cases of digital transformation, with examples in communication and journalism. Proposal of individual and organizational competencies for digital transformation.

Module 2.

Digital transformation technologies Presentation of the technologies that enable digital transformation (IoT, sensors and wearables; cloud computing, 5G networks and serverless computing; robotics and artificial intelligence; 3D printing and augmented reality; and blockchain). Introduction to (big) data analytics, its relationship with the quantified individual, decision making and science and open data, emphasizing natural language processing.

Module 3.

Digital economy Introduction to digital ecosystems in various sectors and in the Latin American context. Presentation of various strategies to conceive and manage digital transformation initiatives (surveillance, ambidextrous organizations and business architecture). Discussion of different business models and forms of licensing. Proposal for a relationship between digital transformation and sustainability.

Module 4.

Digital transformation policy Introduction to the political and ethical context of digital transformation. Presentation of the international context of the Open Internet and the policies of multilateral organizations. Introduction to governance strategies and privacy and ethics considerations. Implications of digital security. Discussion of the future of work in the context of digital transformation.

Module 5.

Digital Transformation for Communication Digital communication: its evolution and convergence, from analog and hegemonic communication to interactive and collaborative digital communication. Models, typologies and formats of digital communication, new roles and profiles of the digital communicator: media versatility, the categories that define digital communication, the basic skills and abilities to be developed by digital communicators, the challenges of the communicator in multimedia scenarios.

Module 6.

Multiplatform content production Transmedialization strategies, the various digital audiences and their levels of participation, tools and Apps for the design of digital communication projects, open source technologies and 2.0 digital tools for communication work, interactivity management with audiences, analysis of metrics: trends, tools and procedures.

Taught by

Rafael González and Carlos Obando Arroyave

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