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

July-December of 2019

Intelligent automation in communication management

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

Right now, this new field to be exploded poses new opportunities and challenges for strategic communication, opening countless possibilities and new challenges for professionals in this field of communication.

The combination of strategic communication, automation and big data is a challenge for organizations, as one of the main objectives would be to improve the dissemination of messages from the organization to different audiences. “The objective of automation is to use this data to feed algorithms that allow the creation and distribution of content and not only for analysis or decision making” (Moreno et al., 2018, p. 87).

“The algorithms are even more relevant, or at least more useful in the day-to-day organizations when they are used for the planning of messaging routines, adaptation or even automatic content creation” (Moreno et al., 2018, p .89).

“Big data and algorithms pose opportunities and challenges for strategic communication as a discipline and as a practice, as a specialized function within organizations” (Moreno et al., 2018, p. 90). Meanwhile, in marketing, big data becomes an opportunity where marketers use it to target advertising (Boyd & Crawford, 2012, p. 664).

6.3 Robots

The term robot, is coined by the Czech, Karel Capek, through a melodrama more than a century ago, in 1920. Its meaning is mainly linked to work in slavery, in that they are automatons without soul, desires or feelings. The author in the same work allows them to evolve and become humanized robots (Capek, 1920, pp. 4-5).

In communication, the robots are being used in the journalistic exercise and have opened the possibility to a new market in the form of production and consumption of information (Sánchez Gonzales and Sánchez González, 2017, p. 65) and also to its application in other communication areas.

For Russell and Norvig (2008) “robots are physical agents that perform tasks through physical manipulation of the world. To perform these tasks they are equipped with effectors such as legs, wheels, joints and clamps. The effectors have only one purpose: to transmit physical forces to the environment” (p. 1023).

There are 3 categories of robots (Russell & Norvig, 2008, p. 1024):