Martín Vaz-Álvarez
Biographic Data
| ID | 4911709 |
|---|---|
| NAME | Martín Vaz-Álvarez |
| GIVEN NAMES | Martín |
| FAMILY NAME | Vaz-Álvarez |
| SIGNATURE | VAZ-ÁLVAREZ M |
| AFFILIATIONS | Universidade de Santiago de Compostela |
| ORCID | 0000-0002-4848-9795 |
| VERIFIED | Yes |
| TOTAL WORKS | 14 |
| TOTAL CITATIONS | 21 |
| AUTHOR COUNT | 14 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 3 |
Capítulo 5. Impacto de los bots en el discurso de los medios públicos
Este capítulo explora el impacto de los bots en el ecosistema comunicativo de los medios de servicio público, en un contexto marcado por la creciente automatización de la desinformación en redes sociales. A través de tácticas como el astroturfing, la amplificación selectiva o el mimetismo humano, los bots logran alterar la agenda mediática, moldear falsamente la opinión pública y desafiar la labor periodística. Frente a este escenario, medios com…
Innovación estratégica en la promoción de series televisivas en redes sociales: Fases y tácticas
La investigación analiza las estrategias promocionales de Movistar+ y Playz de RTVE (Radiotelevisión Pública Española) en las series Skam España y Bajo la red. Para ello se realizan nueve entrevistas semiestructuradas con profesionales vinculados a las series, explorando las perspectivas estratégicas de las plataformas, las tácticas de promoción de las series y su interacción con el público. En los resultados se observa un objetivo compartido de …
Informing vs. promoting. The use of TikTok on France TV, BBC, and SVT
This study explores the use of TikTok by public broadcasters France TV, BBC and SVT to measure its informational and promotional relevance on the platform, and to identify the types of videos that generate the highest levels of engagement among users. By examining the news profile associated with the information and the corporate profile of each of the selected broadcasters, 120 publications were analyzed, counting the number of users and interac…
Building the future of European Public Service Media: Innovation priorities, key points and optimization areas in PSM
The platformization and entry into the international television market of large video-on-demand (VoD) service providers has had an impact on all agents in the sector, as well as on operating rules, consumption habits, and financing, production and distribution models. In the case of public media, innovation is conceived as a strategic driver and the only sustainable alternative for their survival, repositioning and renewal in order to be relevant…
Capítulo 7. Medios Basados en Objetos: La personalización definitiva? Un análisis de las posibilidades y usos de esta herramienta para la ip-difusión contemporánea
La personalización del consumo de contenidos en los medios de comunicación ha experimentado cambios significativos en las últimas décadas, impulsados por los avances en las plataformas digitales y la evolución de los hábitos de consumo hacia los contenidos por demanda y la personalización algorítmica. Los medios lineales tradicionales, en los que los contenidos se emiten en una secuencia predeterminada con escasa o nula interacción de la audienci…
Designing personalisation of European public service media (PSM): Trends on algorithms and artificial intelligence for content distribution
The migration of audiences to digital environments has motivated the media to develop a content distribution strategy that has a presence in these new spaces. In the case of European public broadcasters, they have strengthened their digital news services and have built video-on-demand platforms where they organise and screen their products. Even so, the overload of information and content reaching users forces corporations to look for new mechani…
Actividad empleadora en la televisión pública de la era de la automatización: Employer branding, canales de contratación, procesos de selección, competencias y perfiles profesionales demandados
Esta investigación profundiza en la actividad empleadora ejecutada por las radiotelevisiones públicas de Europa en el contexto actual de desarrollo de la inteligencia artificial generativa, analizando los canales de contratación empleados, los procesos de selección seguidos las competencias y perfiles profesionales más demandados, las ofertas laborales vigentes, y los procedimientos de creación de marca empleadora. El diseño metodológico para alc…
Artificial intelligence strategies in European public broadcasters: Uses, forecasts and future challenges
As artificial intelligence (AI) gains space in the media, public broadcasters are testing and experimenting with these technologies to raise their services to the new standards of the audiovisual ecosystem. From algorithms that help recommend the most suitable content for users, to others that detect news and automate some of the tasks of journalists, these tools are increasingly present in public audiovisual corporations. The data were obtained …
Fighting Deepfakes: Media and Internet Giants’ Converging and Diverging Strategies Against Hi-Tech Misinformation
Deepfakes, one of the most novel forms of misinformation, have become a real challenge in the communicative environment due to their spread through online news and social media spaces. Although fake news have existed for centuries, its circulation is now more harmful than ever before, thanks to the ease of its production and dissemination. At this juncture, technological development has led to the emergence of deepfakes, doctored videos, audios o…
Impact of Artificial Intelligence on Journalism: Transformations in the company, products, contents and professional profile
Artificial Intelligence (AI) is one of the most promising innovation frameworks with the potential to transform our relationship with technology. Particularly in journalism, AI is beginning to make its way transversally into the news production process and into the structure and functioning of the media. This article aims to anticipate how AI will impact on the Spanish media ecosystem and explain the medium-term transformations that are already b…
Debates electorales en los VOD de las RTV Públicas de Europa
Introducción: En los medios públicos, el debate electoral es de especial interés por las reglas que deben adoptar estas televisiones para cumplir con sus compromisos de servicio público y mantener los valores de diversidad, universalidad y participación. En el nuevo escenario que plantean las plataformas propias de VOD la inclusión de estos debates electorales televisados y las variaciones en su formato se plantea como un ejercicio de transparenc…
Journalists’ Empowerment Through Protest in the Newsroom and Beyond: How the Viernes Negros Movement Reshaped the Independence of the Spanish Public Television
Drawing upon 45 in-depth interviews and heterogeneous focus groups with workers at Spanish public television (TVE), this study explores how journalists and feminist activists jointly have interacted to create and manage a movement (Viernes Negros) to preserve their professional independence and demand the transparent appointment of TVE’s president through a public process. Specifically, we illustrate the evolution, leadership, and strategies for …
Covid-19 and public service media: Impact of the pandemic on public television in Europe
This article analyses the response of European Public Service Media to the crisis caused by Covid-19, especially the impact of the pandemic on Europe’s major public broadcasters, with a particular focus on technical and professional constraints, alterations in audience volume and habits, production strategies, type of broadcast content and journalists’ routines. The research is based on public information from the European Broadcasting Union (EBU…
Political Pressures in TVE: Cascade Effects, Morphology of Manipulations and Professional and Personal Reprisals
The journalistic field of Spanish public service broadcaster has traditionally been questioned for its lack of political autonomy because of pervasive news manipulations over the course of years. Prompted by these challenges and growing sociopolitical pressures to set a politically free public governance, this study aims to explore how political pressures interfere in the news production process in TVE, elaborating on their potential impact at pr…
Impact of Artificial Intelligence on Journalism: Transformations in the company, products, contents and professional profile
Artificial Intelligence (AI) is one of the most promising innovation frameworks with the potential to transform our relationship with technology. Particularly in journalism, AI is beginning to make its way transversally into the news production process and into the structure and functioning of the media. This article aims to anticipate how AI will impact on the Spanish media ecosystem and explain the medium-term transformations that are already b…
Covid-19 and public service media: Impact of the pandemic on public television in Europe
This article analyses the response of European Public Service Media to the crisis caused by Covid-19, especially the impact of the pandemic on Europe’s major public broadcasters, with a particular focus on technical and professional constraints, alterations in audience volume and habits, production strategies, type of broadcast content and journalists’ routines. The research is based on public information from the European Broadcasting Union (EBU…
Political Pressures in TVE: Cascade Effects, Morphology of Manipulations and Professional and Personal Reprisals
The journalistic field of Spanish public service broadcaster has traditionally been questioned for its lack of political autonomy because of pervasive news manipulations over the course of years. Prompted by these challenges and growing sociopolitical pressures to set a politically free public governance, this study aims to explore how political pressures interfere in the news production process in TVE, elaborating on their potential impact at pr…
Building the future of European Public Service Media: Innovation priorities, key points and optimization areas in PSM
The platformization and entry into the international television market of large video-on-demand (VoD) service providers has had an impact on all agents in the sector, as well as on operating rules, consumption habits, and financing, production and distribution models. In the case of public media, innovation is conceived as a strategic driver and the only sustainable alternative for their survival, repositioning and renewal in order to be relevant…
Artificial intelligence strategies in European public broadcasters: Uses, forecasts and future challenges
As artificial intelligence (AI) gains space in the media, public broadcasters are testing and experimenting with these technologies to raise their services to the new standards of the audiovisual ecosystem. From algorithms that help recommend the most suitable content for users, to others that detect news and automate some of the tasks of journalists, these tools are increasingly present in public audiovisual corporations. The data were obtained …
Designing personalisation of European public service media (PSM): Trends on algorithms and artificial intelligence for content distribution
The migration of audiences to digital environments has motivated the media to develop a content distribution strategy that has a presence in these new spaces. In the case of European public broadcasters, they have strengthened their digital news services and have built video-on-demand platforms where they organise and screen their products. Even so, the overload of information and content reaching users forces corporations to look for new mechani…
Debates electorales en los VOD de las RTV Públicas de Europa
Introducción: En los medios públicos, el debate electoral es de especial interés por las reglas que deben adoptar estas televisiones para cumplir con sus compromisos de servicio público y mantener los valores de diversidad, universalidad y participación. En el nuevo escenario que plantean las plataformas propias de VOD la inclusión de estos debates electorales televisados y las variaciones en su formato se plantea como un ejercicio de transparenc…
Journalists’ Empowerment Through Protest in the Newsroom and Beyond: How the Viernes Negros Movement Reshaped the Independence of the Spanish Public Television
Drawing upon 45 in-depth interviews and heterogeneous focus groups with workers at Spanish public television (TVE), this study explores how journalists and feminist activists jointly have interacted to create and manage a movement (Viernes Negros) to preserve their professional independence and demand the transparent appointment of TVE’s president through a public process. Specifically, we illustrate the evolution, leadership, and strategies for …
Covid-19 and public service media: Impact of the pandemic on public television in Europe
This article analyses the response of European Public Service Media to the crisis caused by Covid-19, especially the impact of the pandemic on Europe’s major public broadcasters, with a particular focus on technical and professional constraints, alterations in audience volume and habits, production strategies, type of broadcast content and journalists’ routines. The research is based on public information from the European Broadcasting Union (EBU…
Political Pressures in TVE: Cascade Effects, Morphology of Manipulations and Professional and Personal Reprisals
The journalistic field of Spanish public service broadcaster has traditionally been questioned for its lack of political autonomy because of pervasive news manipulations over the course of years. Prompted by these challenges and growing sociopolitical pressures to set a politically free public governance, this study aims to explore how political pressures interfere in the news production process in TVE, elaborating on their potential impact at pr…
Fighting Deepfakes: Media and Internet Giants’ Converging and Diverging Strategies Against Hi-Tech Misinformation
Deepfakes, one of the most novel forms of misinformation, have become a real challenge in the communicative environment due to their spread through online news and social media spaces. Although fake news have existed for centuries, its circulation is now more harmful than ever before, thanks to the ease of its production and dissemination. At this juncture, technological development has led to the emergence of deepfakes, doctored videos, audios o…
Impact of Artificial Intelligence on Journalism: Transformations in the company, products, contents and professional profile
Artificial Intelligence (AI) is one of the most promising innovation frameworks with the potential to transform our relationship with technology. Particularly in journalism, AI is beginning to make its way transversally into the news production process and into the structure and functioning of the media. This article aims to anticipate how AI will impact on the Spanish media ecosystem and explain the medium-term transformations that are already b…
Artificial intelligence strategies in European public broadcasters: Uses, forecasts and future challenges
As artificial intelligence (AI) gains space in the media, public broadcasters are testing and experimenting with these technologies to raise their services to the new standards of the audiovisual ecosystem. From algorithms that help recommend the most suitable content for users, to others that detect news and automate some of the tasks of journalists, these tools are increasingly present in public audiovisual corporations. The data were obtained …
Capítulo 7. Medios Basados en Objetos: La personalización definitiva? Un análisis de las posibilidades y usos de esta herramienta para la ip-difusión contemporánea
La personalización del consumo de contenidos en los medios de comunicación ha experimentado cambios significativos en las últimas décadas, impulsados por los avances en las plataformas digitales y la evolución de los hábitos de consumo hacia los contenidos por demanda y la personalización algorítmica. Los medios lineales tradicionales, en los que los contenidos se emiten en una secuencia predeterminada con escasa o nula interacción de la audienci…
Designing personalisation of European public service media (PSM): Trends on algorithms and artificial intelligence for content distribution
The migration of audiences to digital environments has motivated the media to develop a content distribution strategy that has a presence in these new spaces. In the case of European public broadcasters, they have strengthened their digital news services and have built video-on-demand platforms where they organise and screen their products. Even so, the overload of information and content reaching users forces corporations to look for new mechani…
Actividad empleadora en la televisión pública de la era de la automatización: Employer branding, canales de contratación, procesos de selección, competencias y perfiles profesionales demandados
Esta investigación profundiza en la actividad empleadora ejecutada por las radiotelevisiones públicas de Europa en el contexto actual de desarrollo de la inteligencia artificial generativa, analizando los canales de contratación empleados, los procesos de selección seguidos las competencias y perfiles profesionales más demandados, las ofertas laborales vigentes, y los procedimientos de creación de marca empleadora. El diseño metodológico para alc…
Informing vs. promoting. The use of TikTok on France TV, BBC, and SVT
This study explores the use of TikTok by public broadcasters France TV, BBC and SVT to measure its informational and promotional relevance on the platform, and to identify the types of videos that generate the highest levels of engagement among users. By examining the news profile associated with the information and the corporate profile of each of the selected broadcasters, 120 publications were analyzed, counting the number of users and interac…
Building the future of European Public Service Media: Innovation priorities, key points and optimization areas in PSM
The platformization and entry into the international television market of large video-on-demand (VoD) service providers has had an impact on all agents in the sector, as well as on operating rules, consumption habits, and financing, production and distribution models. In the case of public media, innovation is conceived as a strategic driver and the only sustainable alternative for their survival, repositioning and renewal in order to be relevant…
Capítulo 5. Impacto de los bots en el discurso de los medios públicos
Este capítulo explora el impacto de los bots en el ecosistema comunicativo de los medios de servicio público, en un contexto marcado por la creciente automatización de la desinformación en redes sociales. A través de tácticas como el astroturfing, la amplificación selectiva o el mimetismo humano, los bots logran alterar la agenda mediática, moldear falsamente la opinión pública y desafiar la labor periodística. Frente a este escenario, medios com…
Innovación estratégica en la promoción de series televisivas en redes sociales: Fases y tácticas
La investigación analiza las estrategias promocionales de Movistar+ y Playz de RTVE (Radiotelevisión Pública Española) en las series Skam España y Bajo la red. Para ello se realizan nueve entrevistas semiestructuradas con profesionales vinculados a las series, explorando las perspectivas estratégicas de las plataformas, las tácticas de promoción de las series y su interacción con el público. En los resultados se observa un objetivo compartido de …
Political science (9 works) · Communication and COVID-19 Impact (8 works) · Business (7 works) · Computer Science (6 works) · Media Studies and Communication (6 works) · Public relations (5 works) · Public service (5 works) · Sociology (5 works) · Advertising (4 works) · Marketing (4 works)