This article proposes the agentic advertising communication model (MCPA, for its Spanish acronym) as a theoretical framework to conceptualize the transformation of the advertising process when artificial intelligence agents displace the human receiver in search and consumption decisions. The model is organized around the business-to-AI (B2AI) concept: a commercial relationship in which the immediate recipient of the advertising message is an artificial intelligence (AI) operating under a mandate delegated by the consumer or another company. A conceptual design of theoretical innovation is adopted (Jaakkola, 2020), grounded in an interdisciplinary synthesis of theories from communication, marketing, and artificial intelligence. A futures thinking exercise (Inayatullah, 2008) is conducted for the prospective analysis of opportunities. The MCPA identifies three categories of communicative agency (intentional-subjective, causal-optimizing, and autonomous semiotic agency) and revisits concepts such as digital semantic space, brand digital footprint, algorithmic fidelity, and agentic marketing. Five challenges and five opportunities are documented, their professional, economic, social, and environmental impacts are analyzed, and future lines of research are proposed. The MCPA posits that advertising would undergo a mutation in which the message would cease to be heard by someone and instead be processed by something. The advertiser would no longer design messages to persuade humans, but would structure the informational conditions for AI agents to select, recommend, and prioritize the brand in their responses to the consumer.
This study examines the factors associated with the frequency of news consumption and small acts of engagement (liking, sharing, commenting, reading in full, and archiving). Drawing on a survey (N=730) of communication students at Jesuit universities in Mexico, the findings show that proactive political practices in the digital sphere catalyze all five micro-interactions, followed by the consumption of both hard and soft news topics, particularly those related to crime and court news. Being female inhibits consumption frequency but activates low-cognition acts. Conversely, a lack of informational competencies, a lack of journalistic training, or the absence of traditional media use reduces interactive practices. Surprisingly, neither TikTok nor Instagram usage nor trust in media or influencers holds any explanatory power. Instead, WhatsApp emerges as a comprehensive, hybrid conversational infrastructure that triggers participation and archiving, though it hinders reading news in full. Finally, algorithmic censorship does not silence censored students but instead causes defensive practices of resistance. This study suggests reconfiguring young adults’ news engagement as a multidimensional hybrid of micro-agencies, defined by cognitive effort, privacy negotiation, and defensive tactics that can counter algorithmic logic.
This article examines whether the temporal constraints (TCs) that sustain engagement in commercial video games are recognizable in interactive platforms of a different nature. Research on engagement has privileged the user's psychological disposition or critiques of attention economies, leaving the temporal regulation that governs when to act and under what conditions to return without a common analytical unit. The TC taxonomy, empirically validated in prior research on video games, distinguishes three families of design mechanisms, execution constraints (TC_game), progression and difficulty constraints (TC_challenge), and anticipation and planning constraints (TC_management). Through a qualitative exploratory analysis of Duolingo, Strava, and TikTok, the study applies a systematic exploration protocol to identify and classify observable temporal events in each platform. The results support the applicability of the framework, as all three families operate across the three cases with differentiated profiles. The cross-cutting prominence of TC_management suggests that non-ludic platforms shift temporal regulation from in-session immersion toward return management, while TC_challenge proves to be the most context-sensitive family. The analysis further reveals that in TikTok, TCs regulate a competition for symbolic capital with no structural ceiling, raising questions about user agency in the face of temporal architectures whose regulation operates implicitly, and positioning the taxonomy as a critical as well as descriptive instrument. .
Although many studies have investigated the practices and meanings of the Portuguese Carnival and its Brazilian influences, there is a clear gap regarding perceptions of how carnivals are constructed and developed in the country. Situated within the field of communication and in dialogue with decolonial theory, this article explores the social dynamics that manifest in the context of the Brazilian carnival in Portugal, based on a netnographic analysis of comments on the Público newspaper’s Instagram post from February 2, 2024. The results show not only voices of resistance and support for the Brazilian carnival, but also discourses laden with stereotypes and prejudices, especially xenophobic narratives that emphasize the premise of the colonized body in the colonizing country. This underscores the need for effective government policies and practices to tackle various forms of discrimination and to promote inclusion and cultural diversity, not only in the development of these activities, but also with a view to realizing the full potential of the Luso-Brazilian relationship.
This article analyzes the construction of the Uruguayan presidential voice at the United Nations General Assembly (UNGA) between 1985 and 2024, identifying how presidents introduce individual markers that modulate the state’s diplomatic discourse. Framed within international political communication, the paper draws on genre theory and the French School of Discourse Analysis, mobilizing the notions of discursive ethos, enunciative scenes, and State individuality. Based on an original longitudinal corpus, it examines six presidential series. The analysis shows that, within a tradition of multilateralism, adherence to international law, and pacifism, the presidential figure operates as a space of controlled variation: some reinforce the tradition (Sanguinetti; Lacalle Herrera), ideologize it (Batlle), reorder it (Vázquez, Lacalle Pou), or push it to the limits of generic rupture (Mujica). The presidential enunciator, endowed with democratic legitimacy, occupies a singular position that enables enunciative shifts inaccessible to professional diplomacy. These findings contribute to understanding Uruguayan presidential discourses in light of their foreign policy traditions and can offer a reference for the studying the participation of other heads of state of small states.
