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.