Communicational Transfer of Generative Artificial Intelligence in Ibero-Lusophone Institutional Resources

Authors

DOI:

https://doi.org/10.61283/91j0xn05

Keywords:

applied communication, digital education, generative artificial intelligence, knowledge transfer, media literacy, public communication

Abstract

Objective: to analyse, from Applied Communication and knowledge transfer, how open institutional resources on generative artificial intelligence, media literacy and digital education transform expert knowledge into understandable, accessible and actionable guidance for educational and family audiences. The article examines institutional documentary provision as communicational mediation, not as evidence of use or impact. Methodology: the study adopts a comparative empirical-documentary design with a qualitative-quantitative orientation, based on manual coding assisted by Jupyter/Python; the purposive sample consists of 12 institutional sources selected according to official status, public accessibility, connection with generative AI, media literacy or digital education, and relevance for educational or family audiences. The unit of analysis is the complete institutional document or resource. Results: the average communicational transfer index is 4.00/5, with 8 out of 12 documents classified at high or very high levels; all sources address teachers, whereas only 5 explicitly include families. Discussion: the findings, connected with the literature on knowledge transfer, public communication, media literacy and AI literacy, identify a school-home documentary asymmetry. Conclusions: the study does not measure reception, use or actual impact, but rather documentary conditions for transfer. New contribution: it proposes a replicable matrix for assessing clarity, accessibility, applicability and communicational anchoring in institutional resources on generative AI.

 

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Author Biographies

  • Rafael Braza Delgado, Universidad de Cádiz

    A marketing professional and researcher with over 20 years of experience in both academic and corporate environments, with a strong technical and strategic background. Holds a Ph.D. in Marketing (ongoing) from the University of Cádiz, a Master’s Degree in Technologies for Market Research and Marketing from the University of Granada (2024), and a Telecommunications Engineering degree from the Polytechnic University of Madrid.

    In academia, collaborations include institutions such as the Universitat Oberta de Catalunya, where courses in Marketing Fundamentals and Digital Marketing are taught, and the Universidad Internacional de Valencia, focusing on subjects such as Marketing Management and Business Digitalization. Additionally, experience was gained at the Complutense University of Madrid, teaching subjects like Advertising, Marketing Strategy, and Market Research.

    Furthermore, teaching has been provided at OBS Business School, covering Commercial Communication and supervising Master’s theses, along with specialized training in Digital Marketing and Artificial Intelligence.

    In the corporate sector, a distinguished career has been developed at Telefónica España, holding roles such as Key Account Manager, Marketing Strategist, and Market Research Lead. Responsibilities have included managing relationships with large clients, planning marketing strategies, conducting market analysis, and leading innovative projects.

    Research focuses on digital transformation, artificial intelligence, and their impact on consumer behavior and business performance. Known for the ability to integrate academic theory with practical applications, contributing to innovation and knowledge development in strategic marketing and business management.

  • Luis Miguel Zapico Aldeano, Open University of Catalonia.

    Luis Miguel Zapico Aldeano es profesor del Área de Organización de Empresas del Departamento de Dirección y Economía de la Empresa de la Universidad de León, donde desarrolla su actividad docente e investigadora en la Facultad de Ciencias Económicas y Empresariales. A lo largo de su trayectoria ha impartido asignaturas vinculadas a la estrategia empresarial, la creación y administración de empresas, los recursos humanos y el diseño organizativo, acumulando más de una década de experiencia docente.

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En la imagen aparece el logotipo de la revista con el nombre Intracom Journal en morado y azul. Más abajo aparece: Vol.5 Núm.1 Junio 2026. La imagen central es un collage en tonos pastel azul, morado, amartillo, naranja, etc. Abajo a la derecha está el ISSN de la revista que es 2952-2560

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Published

2026-06-29

Data Availability Statement

The research data supporting the study’s findings have been made available to the journal for editorial review. The documentary corpus analysed consists of open institutional sources, while the coding matrix, master source register, tabular outputs and methodological traceability materials are available to the editorial team and reviewers.

Issue

Vol. 5 No. 1 (2026)

Section

Articles

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Copyright (c) 2026 Rafael Braza Delgado, Luis Miguel Zapico Aldeano (Autor/a)

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How to Cite

Braza Delgado, R., & Zapico Aldeano, L. M. . (2026). Communicational Transfer of Generative Artificial Intelligence in Ibero-Lusophone Institutional Resources. International Journal of Research and Transfer in Communication and Social Sciences, 5(1), 21-43. https://doi.org/10.61283/91j0xn05

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