170 | nº 29, pp. 169-196 | doxa.comunicación

July-December of 2019

Intelligent automation in communication management

ISSN: 1696-019X / e-ISSN: 2386-3978

organizations, reviewing the existing bibliography and deepening on it. In conclusion, we propose a much more clarified state of the question and a contribution to the scarce bibliography referring to the subject of study that can serve as a connector between the aforementioned theories and a projection of automation in the field of communication.

Keywords:

Communication, automation, industry 4.0, artificial intelligence, communication processes

comunicación de las organizaciones, repasando la bibliografía ex-istente y profundizando sobre ella. Como conclusión se propone un estado de la cuestión mucho más clarificado y un aporte a la escasa bibliografía referente a la temática de estudio que pueden servir de conector entre las citadas teorías y una proyección de la automa-tización en el campo de la comunicación.

Palabras clave:

Comunicación, automatización, industria 4.0, inteligencia artifi-cial, procesos de comunicación

1. Introduction

The scope of technology not only reaches the field of information and communication, but it also breaks all barriers, and impacts on structural fields of the economy, politics, legal, social, labour aspects (Cabero Almenara, 1994, p. 14) and many more, covering the entire spectrum of human creation.

One of the fields that is being disrupted is the one of the communication, especially in the journalistic environment; however, little is said about the changes in the management of the organizational communication of the companies, where the technological revolution 4.0 also generates impacts.

At first, briefly, the changes that have arisen from the industrial revolution 1.0 to the current 4.0, as a contextualization to the processes of changing industrial revolutions and technological environments, are traversed. In a second section, the role of automation in communication management and the changes it has generated is deepened. A vision with a focus on several authors that refer to this theme is presented. Finally, a proposal of four technological factors that influence the automation of communication management in current times and that would be predictable factors in the growth of automation in communication management are presented.

2. Methodology

The development of the present investigation was elaborated under a methodology of systemic literature review. For Kitchenham (2004, p. 1), the systemic review of the literature provides the facility to identify, contrast, evaluate and interpret the relevant research available and to answer certain research questions that have been raised, which may be one or more of one. The purpose of using this methodology is to identify current research regarding automation in communication management and find new fields or lines of research for future research.

A protocol, which includes the following elements, was used:

The objective of the research is to determine the current state of intelligent automation in the management of communication in organizations.