Pavel Sidorenko Bautista

El artículo analiza el impacto de los influencers en la difusión de desinformación en TikTok durante el desastre natural que afectó a la región española de Valencia en octubre de 2024. El trabajo se propuso determinar el alcance de los contenidos falsos y la interacción que suscitan, identificar los perfiles que los generan y analizar los códigos narrativos utilizados. Se trata de un estudio exploratorio de carácter descriptivo y mixto cuantitativo-cualitativo, en el que se examinaron las publicaciones en TikTok con el hashtag #danavalencia durante los primeros 10 días del suceso. Los resultados muestran que los contenidos con mayor engagement no fueron desinformativos, sino centrados en la ayuda y con alto impacto emocional, evidenciando que la calidad del contenido afecta al compromiso de los seguidores. Asimismo, los perfiles que generan desinformación son mayoritariamente macroinfluencers dedicados al entretenimiento y lifestyle.

Introducción: el metaverso es un escenario emergente para la comunicación digital, donde plataformas como ZEPETO son fundamentales para llegar a públicos emergentes. El objetivo de esta investigación es analizar las estrategias de marketing de las marcas asiáticas en ZEPETO para comprender cómo los factores culturales y tecnológicos influyen en el compromiso del consumidor y en su proyección global. Metodología: se ha realizado un estudio exploratorio y descriptivo con un enfoque de análisis de contenido mixto. La muestra, inicialmente formada por 59 experiencias de marca, permitió un análisis en profundidad de 13 de ellas, correspondientes a empresas de las cinco economías asiáticas más representativas en el tercer decenio del siglo XXI (China, Japón, India, Indonesia y Corea del Sur). Resultados: los resultados revelan que las marcas asiáticas priorizan la creación de universos inmersivos sobre la publicidad tradicional, empleando estrategias de marketing de destino, hubs de comunidad para fans y showrooms de innovación, Discusión: la implicación del usuario se fomenta a través de la identidad digital del avatar, mediante la adquisición de bienes virtuales, la gamificación y narrativas de rol. Conclusiones: como conclusión principal, se destaca que el uso de elementos culturales asiáticos específicos, vinculados a la "Ola Coreana" (Hallyu), no es un factor secundario, sino un activo estratégico clave para crear una conexión auténtica, ampliar el alcance global y actuar como instrumento de poder blando.

Purpose: This study evaluates the reliability of eight generative artificial intelligence chatbots—including ChatGPT, Claude, Gemini, and DeepSeek—when functioning as autonomous agents for academic bibliographic generation, specifically assessing their accuracy within a university research framework. Design/methodology/approach: Using a standardized prompting methodology, 400 references were generated and analyzed across five core knowledge areas: Health, Engineering, Experimental Sciences, Social Sciences, and Humanities. Each agent’s output was rigorously audited against five formal criteria (authorship, year, title, source, and location) and categorized by error frequency and document type. Findings: Results indicate a significant reliability gap, with only 26.5 % of references entirely accurate and nearly 40 % flawed or fabricated; while Grok and DeepSeek avoided hallucinations, Copilot, Perplexity, and Claude showed the highest failure rates, particularly when generating journal article citations. Research limitations: The study focuses on the free versions of these AI agents, so results may vary with paid models or future architectural updates that integrate real-time web browsing more effectively. Practical implications: These findings underscore the critical risks of uncritical reliance on AI agents for academic tasks, highlighting an urgent need for enhanced information literacy and the development of specialized critical thinking skills to navigate AI-mediated research. Originality/value: This original and unpublished research provides a pioneering comparative analysis of multiple AI agents as research intermediaries, revealing structural limitations in their generative logic and offering a unique benchmark for the reliability of AI-driven bibliographic data in higher education.

En el contexto de la evolución de internet a su tercera generación, las plataformas del metaverso dejan en evidencia eventuales desigualdades que alimentan la brecha digital. Con base en esta premisa, se revisó el estado actual de la accesibilidad en los metaversos más populares para evaluar el nivel de inclusión digital en el ecosistema virtual. Se realizó un análisis comparativo de una muestra de diez plataformas, evaluando las características de accesibilidad visual, auditiva, del habla, motora y cognitiva basadas en los criterios de las Pautas de Accesibilidad al Contenido Web (WCAG). Los resultados revelan un panorama de accesibilidad fragmentado, caracterizado por la asimetría entre las plataformas centralizadas y descentralizadas. Los entornos centralizados, arraigados en mecánicas gamificadas, muestran unos estándares de accesibilidad reactiva superiores, especialmente para las discapacidades motoras y auditivas. Por el contrario, los metaversos descentralizados presentan deficiencias sistémicas debido a la rigidez de sus motores y arquitecturas propietarios, lo que se traduce en una falta de herramientas básicas de inclusión. La transición hacia una accesibilidad inteligente, adaptativa y nativa del motor gráfico será fundamental para salvar la brecha digital en la próxima generación de espacios virtuales y fomentar modelos y recursos de comunicación virtual más inclusivos.

The rise of TikTok has prompted journalists and media outlets to experiment with its short-form video format. The main goal of this paper is to analyze the presence, activity, and narrative strategies of Spanish local media on TikTok between 2021 and 2024, noting that at the start of this period, only 2.83% of 705 Spanish local newspapers had active profiles on TikTok. Content production was limited and inconsistent, with many profiles remaining inactive for long stretches. Non-journalistic content, such as advertising and humor, was mixed with journalistic posts, events, and social news. Most publishers have struggled to adapt to TikTok’s format, often relying on static images or repurposing existing content. However, some have employed innovative strategies like satire and collaborations with local creators. Limited resources and an aging audience were identified as potential obstacles. A comparative analysis updated in December 2024 showed mixed results: some media outlets have maintained or grown their presence on TikTok, while others have stagnated or exited the platform. The study concludes that TikTok presents both opportunities and challenges for local journalism, as it requires resources, creativity, and adaptability to attract younger audiences. This involves engaging a global audience with content of local interest and informing emerging viewers who now depend on this platform as their main source of information.

El metaverso puede entenderse como un mundo virtual tridimensional o como una red de espacios virtuales interconectados donde se mezclan la realidad física y la digital, una evolución de Internet vinculada especialmente a los videojuegos inmersivos. La Generación Alfa participa de forma habitual en estos entornos mediante plataformas como Roblox, Fortnite o Minecraft, mientras empresas como Meta, Decentraland o The Sandbox intentan expandir estos mundos a otros públicos con menor éxito. Este contexto supone un cambio de paradigma respecto a las redes sociales tradicionales y se acompaña de la incorporación de personajes no jugables gestionados por inteligencia artificial generativa (NEO NPC). Aunque mejoran la experiencia de usuario, generan incertidumbres por su comportamiento imprevisible, los riesgos reputacionales, la falta de transparencia y su potencial contribución a la desinformación, especialmente en experiencias inmersivas.

This study explores the transformative impact of artificial intelligence (AI) on the production and consumption of audiobooks. As AI technologies advance, the publishing industry has increasingly adopted synthetic voices, which offer cost reductions and enable the creation of personalized, multilingual content. These developments, however, also raise significant ethical concerns related to authenticity, copyright, and voice cloning. To better understand the scope and implications of AI in the audiobook sector, this research conducted a review of 28 AI-based voice synthesis platforms. The analysis distinguished between platforms specifically tailored for audiobook production and those offering broader audio functionalities. Additionally, it examined the potential of these tools to enhance accessibility and influence user preferences. Findings reveal that only four out of the 28 platforms are explicitly designed for audiobook creation, while the majority serve more general audio applications. These platforms provide a wide array of synthetic voices and language options, thereby facilitating access to the audiobook market for smaller and independent publishers. Moreover, all platforms require paid subscriptions to unlock full functionality, with only limited features available in free versions. Most offer services such as voice cloning, personalization, and multilingual support. The study concludes that while AI significantly lowers entry barriers and operational costs in audiobook production, human narration remains a benchmark for quality and emotional engagement. To responsibly integrate AI technologies, the publishing sector must strike a balance between innovation and ethical accountability, adapting business models to ensure both sustainability and user trust.

La inteligencia artificial (IA) ha irrumpido en TikTok mediante filtros y medios generativos. Este estudio analiza 5000 vídeos de TikTok etiquetados con #AI, centrándose en cómo la IA afecta la creación de contenidos y narrativas. Mediante un método mixto -escaneado, visualización y análisis temático- identificamos las principales aplicaciones de IA que mejoran la creatividad, personalizan contenidos y difuminan límites entre realidad y ficción. Nuestros hallazgos revelan tres categorías emergentes de narración impulsada por IA: contenidos arraigados, realidad transformada y mundos ficticios nuevos. Esta investigación contribuye a comprender la evolución del papel de la IA en medios participativos y cultura digital.

Based on the latest studies published on university television in Spain, this study aims to analyse the current situation of the communication model and its possible relevance for young and more digital audiences. In this way, the article aims to fill a research gap and provide a necessary framework for the debate on university reputation. Through a content analysis, the universities belonging to the Conference of Rectors of Spanish Universities (CRUE) have been studied. The results obtained have been contrasted or complemented with interviews with experts to determine the possible relevance and importance of university television today, as well as the challenges related to the digital habits of emerging audiences. The results indicate that 50% of the sample does not make efficient use of social media platforms and networks to increase their reach or strengthen their branding. The traditional television model does not survive in Spanish universities, and most of the institutions that intend to use this model do so through online multimedia repositories, with no apparent clear objectives. University television is essential to achieve the transfer of knowledge, if it is currently committed to digital models and the reinforcement of communication through platforms and social networks, more dynamic formats and streaming broadcasts adapted to the digital use and consumption habits of the youngest audiences.

This study analyzes the performance of eight generative artificial intelligence chatbots -- ChatGPT, Claude, Copilot, DeepSeek, Gemini, Grok, Le Chat, and Perplexity -- in their free versions, in the task of generating academic bibliographic references within the university context. A total of 400 references were evaluated across the five major areas of knowledge (Health, Engineering, Experimental Sciences, Social Sciences, and Humanities), based on a standardized prompt. Each reference was assessed according to five key components (authorship, year, title, source, and location), along with document type, publication age, and error count. The results show that only 26.5% of the references were fully correct, 33.8% partially correct, and 39.8% were either erroneous or entirely fabricated. Grok and DeepSeek stood out as the only chatbots that did not generate false references, while Copilot, Perplexity, and Claude exhibited the highest hallucination rates. Furthermore, the chatbots showed a greater tendency to generate book references over journal articles, although the latter had a significantly higher fabrication rate. A high degree of overlap was also detected among the sources provided by several models, particularly between DeepSeek, Grok, Gemini, and ChatGPT. These findings reveal structural limitations in current AI models, highlight the risks of uncritical use by students, and underscore the need to strengthen information and critical literacy regarding the use of AI tools in higher education.