9no Congreso de Ciencias de la Comunicación y Publicidad (USAP).

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Thank you.

Kimberly Torres:

Welcome to the 9th Congress of Communication Sciences and Advertising under the motto: "Communicational Power, Education and Social Transformation." Yesterday we had a complete program with spectacular speakers, dynamic speakers and an incredible audience. And Adonis, I'm sure that today is not going to be the exception.

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Para nosotros es un verdadero honor contar con la presencia de las autoridades universitarias, personal administrativo, docentes, representantes de patrocinadores, conferencistas, estudiantes de diversas carreras, medios de comunicación e invitados especiales. Nos alegra muchísimo tenerlos aquí.

We're going with a surprise and I love that kind of surprise, don't you Kimberly? That's right Adonis. Today we are pleased to announce that we bring you something that is a group of garifunas that likes to preserve and take care of our legacy here in the country.

It's very interesting, this kind of surprises, because they have to do with that cultural part of our country. We are talking about the group Garifuna. Lissemeligararun Gariganu. Without a doubt, we are going to receive you with a big applause, but first we want to see the energy that is here at this moment, in this congress. We need, please, that on that side, make a "guya" to see how the audience is. A "guya" on the left side. Okay, okay. We need, but now, the right side. How is this right side?

I feel that this side is asleep. Once again, how is this side? Which side? Well, well, well, well. I want that energy to stay. Okay, let's talk about a very important topic. In the final of the World Cup, who goes for Argentina? For Spain? Mmm, I'm so angry. Again, Argentina? Spain? A lot of anti-Messi, right? Do you want prizes? No, I hear you off. Do you want prizes? Yes.

What's up? Raise your hand. I see very few people who want prizes. No, Adonis, I'm glad you're going to take it to your house. Yes, there's a curiosity that I have out there. By chance, if I participate and do the dynamics well, for me there is a prize or not? Will they give it to me when I leave or what happens? Keep dreaming, Adonis. Look, you're not going to be able to take a dynamic, but the audience tonight will be able to take it. Let's see, a bulla. I'm going to hear them off again. A bulla.

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Entre ellos tenemos Conga, en Instagram como CongaHN y en Facebook como Distribuidora Conga. Pexico, Grupo Corinza, Pexi Honduras en Instagram. Posty Posters, en Instagram los podemos encontrar como Posty Posters. Angla, Latinoamérica, angla.latamHN. Transportes Casmi, los podemos encontrar en Facebook como Transportes Casmi. Funerales Grupo Amor Eterno, en Instagram como Funerarias Amor Eterno.

Play and Layer. En Instagram como Pichinos, Play and Layer. You Travel. Los podemos encontrar en Instagram como YouTravel.hn. Saicon. En Instagram como SaiconHN. Y en Facebook como Saicon. Maga Estilo. En Instagram como Maga Estilo. Pi Jumez. Los podemos encontrar en Instagram como 3.1416 Jumez. Glam Studio. En Instagram como GlamStudio.sg.

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agrorepuestoshn, los podemos encontrar en Instagram como agro-repuestos-hn. Ann Beauty Center, en Instagram como ann-beautycenter1. Kronz, en Instagram como kronz.hn. Pats, los podemos encontrar en Instagram como pats.hnd. Fahrenheit, en Instagram como fahrenheit.hnd.

M-Phoenix.

Hush, natural. We can find them on Instagram as HushHN. DamersHN on Instagram as DamersHN. IctosHN, we can find them on Instagram as IctosHN. SuperburrasExpress on Instagram and Facebook as...

Golden Nails Bar.

Good evening, Susab!

How good it feels to be here tonight, the second night of the ninth Congress of Sciences. No, no, I have no signal. Oh no, in this important Congress, no. Yolivet, Yolivet, calm down, Yolivet, Yolivet, what's wrong with you? Calm down, don't look like we're facing the future leaders and professionals of Honduras. Calm down, you look like Argentina when they haven't called a criminal.

No, Eduardo, you don't see that this is chaos. I don't have a signal, I can't... Instagram, Facebook, I won't be able to post anything on social media.

Excuse me, I didn't remember that I had the anxiety crisis because of social media. You can't spend a little while without a signal because you feel like the world is going to end. Anxiety. No. Let's see, audience, who of you at this moment, at this congress, can be a moment without uploading, presuming on social media the knowledge that you are going to acquire tonight at USAD?

You're right. And since you mentioned it, I'm going to say something to you so you can calm down and to you so you can cheer up. Let's see, Eduardo, tell me, tell me. At this moment, it is allowed to use social media. Really, Eduardo? And not only use them, but we are going to reward the people who use social media.

Seriously Eduardo, you are telling me that today you are going to reward me for spending all day on Instagram. That's right, and pay attention, I'm going to explain. Our sponsors, starting with the Pi group, restaurant Pi, have brought us two romantic dinners for those women, those romantic men who like to throw the verb, who like to share, who like to be faithful, so that they can share with their boyfriends. How do you say boy, Oliver?

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CCIP, USAP, and our sponsors. And in the second block, we will be rewarding you. Remember that you can find our sponsors as Pi Group, as pi.hnd, DaPaulaShop, as da.paulashop, and tag, it doesn't necessarily have to be both, but tag one and tag CCIP,

They are already competing to participate. Take a picture of the one who is standing, a selfie, take a picture of the stage, take a picture of us, because not every day we bathe, not every day we get pretty. For this activity there are many prizes, so active, uploading the story. In the second block we will be able to reward the people who did it.

Now, to start with the second activity of this night, it is sponsored by Glam Studio. You can find it on Instagram as glam.studio, San Pedro Sula, InktozHN, you can find it on Instagram as InktozHN, and Golden Nails Bar. You can find it on Instagram as goldennailsbar.hn. So I'm going to need six people to come here to the front to be able to participate in

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It can't be possible that I have to come and look for them. I look forward to participating. A brave, a brave, a brave. Come on guys, without a doubt. We're not going to do anything. Here's the first one. Come on.

More people, more people, we need more people. Let's go, let's go, guys. They are good prizes. We would have five, one would be missing. One more person, here it is, we have the six. We have the six people officially. A round of applause for these guys. A strong applause for the people. The dynamics is very, very simple.

I'm going to go through where you are, one by one, and you have to tell me a country. Any country in the world, there are many continents in the world. Please don't lean on the top. Come on, come with me. Let's go, let's go.

As I was explaining, they will say one country and the dynamics is that each one can say a different country without repeating it. If you repeat a country that one of your other colleagues said, it is eliminated. Also, if you get stuck or think too much about saying it, it is automatically eliminated. So, it is worth emphasizing that when we start another round, you can say the countries again, but during the

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Dos, uno.

Argentina. Spain. England. Belize. Mexico. Canada. Bulgaria. Uruguay. Bolivia. Russia. Morocco. United States. Africa. It got stuck, it got stuck. I'm sorry, but the rules were clear here. So, a big round of applause for the first guest. And we said bye bye. Let's continue quickly. Germany. Greece. Uzbekistan.

Canada. Poland. Italy. Mexico. Venezuela. Ouch. A big round of applause. A big round of applause. Be careful, we're going to award the first three places. So, here, practically, the one who loses and the ones who stay win. So, let's continue. Colombia. Chile.

Honduras. And Peru? El Salvador. Uzbekistan. Ecuador. Ah, no, they got it wrong. They got nervous for this one. So, a big round of applause for our first three winners of the first Block of the Dynamics. I'm going to invite you to come over here, where they'll be handing out the prizes. If you'll help me, over here.

Thank you very much.

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dirigido por José Alfredo Álvarez. Por favor, fuerte los aplausos.

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A strong one!

A big applause for the group Garifuna. An incredible presentation, no doubt. We make a call to the front to the Master Israel Cruz to deliver the recognition to the Garifuna group. We ask you to stand in the center of the stage for the official photograph. Excuse me, José Alfredo. A big applause for this one.

And long live the "Punta"! Let's give them a photo, please.

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This conference is under the responsibility of a very special guest who

viene desde nuestro país hermano El Salvador. Recibimos fuertes aplausos a la master Maena González.

Ella es la actual directora de audiovisuales de la Universidad Centroamericana José Simeón Cañas en nuestro país hermano El Salvador, destacada por su liderazgo en producción multimedia, la academia y la gestión cultural. Les recordamos que al finalizar la ponencia tendremos un espacio de preguntas y respuestas para que vayan preparando sus consultas. Adelante Master, el espacio es todo suyo.

Hello, good evening. Before I start talking, I wanted to present something that is sent very specially to the whole 9th Congress of Communication and Advertising Sciences from the World Congress. How do you play? Can't you play from here?

A hug to all the participants of the 9th Congress of Communication Sciences and Advertising of the USAP. Thank you for the invitation. See you at the next Congress and if not, at the next World Cup. I don't want to be the only one in this Congress that I'm going to talk about. I'm going to mention something. We, I'm talking about the panelists and many people who are here, we come from the analog. Does anyone know

Okay

I tell you, we have come from a process, we have relearned, we have done that part of, we came from a system that we had to walk with an endless of cables and objects, large, huge. And for those who are in audiovisual production, I am going to mention some devices like tapes, Betacam, Divicam, Umatic,

mini DVDs, DVDs, and of course the cameras, right? How much did they weigh? Anyone know how much a camera weighs? No one? No one has used it? No one has told the story? Like 25 pounds. The DVCAMs weighed 28 pounds. 28 pounds. I was walking here. In my youth, I had to walk with one of those cameras. And believe me, I was so thin because I couldn't handle so much weight.

Why am I telling you all this? Do you think that video, the one you just sent to the 9th Congress, could be confused and put on social media and more than one would think it's true? Why not? It's artificial intelligence, but if I upload it to social media, would we think it's real? Yes, right?

because not everyone has the capacity to identify when it is artificial intelligence. And that is what we are going to face and we are facing day by day. Now, that's why I was asking you if you really believe that this video is real. We made that video in the afternoon, in the morning, in audiovisuals, where I am from El Salvador, in the audiovisuals of the UCA. We put it with artificial intelligence and we started

The question is, what is artificial intelligence?

Let's see, artificial intelligence, in its acronym, is a technology that allows machines to learn, analyze information and perform tasks that normally require human intelligence. AI needs to be fed by human beings. It is not automatic, it does not come out of a black hole. Ok, thank you very much. In this word, what does that mean that artificial intelligence has to learn? Does it create itself? Tell me, give me your hand.

But I don't know if the microphone reaches there. Raise your hand please. I want you to take a lot of initiative in this word. That's why it was made big. Learn. Tell us. Hello, how are you? Good evening. Sorry for the nerves. Don't worry. It's basically, it says learn because...

The artificial intelligence always needs human feedback because it can cause different failures, both in research and in creation.

Okay.

and it can't learn by itself and it's about giving coherent answers because it's already happened a lot, especially in its beginnings with the GPT that said "invented data" because it didn't have the feedback it has now, that's why it's also on several platforms

artificial intelligence and put it down there, the guide can be wrong because it takes care of that same feed to feed your own database and reduce your errors. Currently, it has improved a lot, both in the creation of content and in the same investigation, but it can always make mistakes because this is

It's something artificial, it doesn't have its own mind. Thank you very much. Indeed, it's created, it's learning. It means that it's not, it can't be created by itself. All the information that is in the guide is from someone else. I told you some because they are like the defaults, to tell you something, that can be occupied. Can someone else mention me? Here it says Chachipiti, Microsoft Copilot, Siri.

Alexa, well I think that by default they have it in many homes. Gemi, Cloud, Perplex, ElNord, Netflix, Spotify, Google Maps. This one caught my attention because when I did zero research, it's for the students to put their work and I can tell them, "Look, it looks like artificial intelligence has done it. You have to change these things."

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I'm going to teach you how to create a documentary

How many do we count there? We only put it as 15.

Foreign

the academic or scientific part, believe me, the other people wouldn't know it. But no, on the contrary, it's on the order of the day. You can go to a place, to a remote place in the world and use IA. It may be that you don't have energy, it may be that many times there are many basic services missing, but cell phones and devices and technology do exist. Here I put for example, you must see everything, the IA must be seen as

a tool, something that can accompany us, it can't be the whole, we can't be subject to the idea that the IA will do the tasks, but it has to be a support with the human being, and that's why in that plan we also put what are the benefits, and literally says it's a tool to enhance human capabilities, it doesn't say what will do everything, and not to replace it completely, it has to be

for a human being. And here in the benefits it says: increases productivity, facilitates access to knowledge, helps education and research, supports diagnostics in medicine, makes us incredible summaries of 50, 60, 70, 1000 pages and it can be done in minutes. Indeed, it can facilitate us, as much technology has come to facilitate us in life, that's why I started with the analogs.

How many of you have devices that have a lot of storage capacity? Do you store it in the cloud or do you have micro-CCDs in your pocket? Something that we had to have a huge cassette and we had to see it after a week or two to reproduce it, edit it, etc. When you started, the presenters said something.

The girl mentioned one of the dynamics that she couldn't live without social media, that she couldn't be without Instagram or Facebook for five minutes. Have you ever imagined if there was a digital blackout? How many people are we tied to? All our information is now digitalized. When we use our fingerprint, our eye, well, the iPhones, remember that you can't see them without facial detection.

You can imagine a digital blackout where all our information is there, the health systems are already applying all that. Because if you go to the insurance, to the hospital, to whatever, they go to a computer and see your record or your medical history. What happens with that? The problem is when they don't have a system.

I'm not saying it's something fatal or anything, but we also have to go on par. We also have to level the pros and cons of this technology. Last year in El Salvador, I don't know if you can see it here, but we lost our WhatsApp during noon.

Then they did an analysis of how many economic losses they had had because WhatsApp was not used. Because WhatsApp is used for the sale and purchase of articles, businesses, etc. That's why we have to be prepared. Examples can be work, education, communication, entertainment, communication, since we are here, editing, spelling correction, content creation, scripts, summaries,

etc. in entertainment, cinema and television, audiovisual production, video games, designs, illustrations, social networks. Right now there is a video in which I wanted to base myself on this part, on entertainment, you will see why. Please raise the volume when I play it. It is the first movie, at least full, full, full, and it was presented this year in Cannes.

The approximate amount of what it cost was $500,000. Only on computers, $400,000 was obtained. That means that the $100,000 was for the writer, for the person who manipulated the computer, etc. It has a long 95-minute film and it's created 100% IA. Why do I bring them here? Here has begun to enter a controversy with respect to the IA. Because here the actors were saved. Everything is a universal universe.

- You ever think about what happens after? - After what?

After we stop. So what now? Long before humans walked the earth, there was a war between angels and demons. There's some other world full of demons, and now they're hunting us? Are you kidding me? They say the gods forged six artifacts of unimaginable power. Three were taken by demons. Three were hidden on earth. What happens if the monsters get to them first? Our world ends.

And you don't get to save your friend. I don't give a shit about any of this. Just tell me how to save Luba. Alright, big guy. Let's play ball. Did it just eat my bomb? Oh no. Sir, are you ready to fight? Yes. Thank you, young man. What kind of training is this bullshit? I don't even know if she's alive. I love you. Roko, if you do this, there's no going back.

I will always be here. I'm coming, Lulu. Patience, my little friend. We will be good, babe. I promise. Jack.

Bro, you the leader, I'm the boom. She the technician in the room. We don't steal from honest, no cap. We hit the systems, jack them up in the orphanage. One roof above us, now we under one same star. Don't know what's waiting in the dark, but I'm with you, bro. I'm with you. That was terrible. Muy pronto en cines, como dicen, ¿verdad? ¿Cuál es el riesgo de esto? Que todo es fantasía. No es nada, no es un mundo real, no son personas reales. Y ahí es donde empieza la guía,

as if to replace. As I said, there is still a controversy when this movie was released, which is Full IA. With that theme, I want to enter with another, which is the risks and dangers of the IA, as technology, as all technology, can be used for positive purposes, but it can also be used for negative purposes. As everything in the world, the IA will never have the ability to choose.

discernment you choose and there we are going to enter into another topic also and in this we are seeing about the fainies here as you can see are the disadvantages that there are advantages from where they are it does not matter tell me the first generation of fake information fake news tell me the following image manipulation and videos how many of you have cut your photo and put it there on the beach

But how many of us have used that photo for places or to make us look better? We do wonders with it, as we say, Photoshop it please, if it doesn't appear on social media. Next, who tells me about the other one? You, see that, our footprint, our eye, our face, how many people have we seen images of celebrities

of personalities and suddenly we say, "Is that real?" When we start to see the context, where they put it, who puts it, which is something very important, we start to doubt. But we have the loss of privacy. Because how many of you say, "Look, they hacked my social network." "Look, my WhatsApp is sending you a message, it's not me." Because everything is digital. Pros and cons. The other one.

Something that one of the colleagues said at the beginning. What does it say there? It says: "Excessive dependence on technology." Who is it? Here I have a story, but who of you leaves the house without your cell phone? Did you leave without a cell phone? Excellent, you are among the 21. Because every time you say, "Wait for me, my cell phone." Even the children have left it. Suddenly, "I'm missing something, I'm missing something." The child has left it in the nursery or somewhere else. But the cell phone doesn't.

It's an incredible dependency that we have with devices. Well, someone said, analog, watch. Who uses the cell phone as a watch? Raise your hand. Exactly. And the cell phone is not for the watch, it's for calls. But we almost never make calls, now we are all messages.

Siguiendo con la desplazamiento de algunas tareas laborales. Eso se podría decir que también ayuda porque nos ayuda a ser más rápidos, pero no a desplazarnos. Sascos erróneos en los resultados. Alguien decía de ustedes, sí, pero alguien tiene que meter la información en la IA. Y esa persona también se puede equivocar. Y ese viene el sesgo que podemos tener. Aquí les voy a mostrar un video.

volume about false news. Corre video. We told you at the beginning. This is a special edition of the very special news. So I ask you to look carefully at these images. Houses surrounded by fire. Flames advancing. Teams trying to extinguish the fire. A fire.

That fire, the firemen, don't exist or have never existed. That scene has been generated with artificial intelligence, a tool that is changing everything. It's an unreal fire, but it doesn't seem so. Neither what you are seeing now is real. It's not the table behind me, nor is the set real. Everything around me is an illusion generated by artificial intelligence. And me, am I really me?

I must tell you that these few seconds have not seen or heard the real good pepa. What is real? What is fake? What is a lie? A clarification: I am myself, in flesh and bone, although I understand that it is hard for them to believe it. That is the key that changes everything today.

Seeing something on a screen with our eyes does not guarantee anything. Before reality was only recreated by cinema. Now it is not that it is recreated, it is that something identical to reality is made, including the voice and the physiognomy of people. It is much more than a trick. This technology puts into question our ability to distinguish the truth from the lie.

And that has extraordinary implications in our collective life, in our coexistence, in democracy. Especially if that technology and the channels that multiply its effects, the social networks, are in very few hands, that have an immense power.

We are going to use artificial intelligence to explain it. We are going to look at it from the inside to understand how its risks and opportunities work, which are probably the most important in modern history. That is not isolated. That was exaggerated, all that, but, however, how many people have heard, you who are from communications, how many people have heard that it is true, I saw it in...

I have seen with these eyes, I heard it, he was and people who do not have that knowledge, who do not have discernment, who do not have that ability to distinguish immediately shares it. Something she said there was the fact that social networks multiply that movement. Social networks is the perfect niche for

can replicate all of this. Here I mentioned that it was to inform or to disinform. For example, the use of spaces where artificial intelligence shows its potential with greater force on social networks. That's where thousands and millions and millions of people interact daily. We all have social networks. I, until now, in my life, after 53 years, I only know one person who doesn't have social networks. One.

From there, every time I ask them if they have social media, they say yes, even if it's only one. That person, for me, I tell them, look, you're one in a million. And here they mention that it's also the first decade of the 21st century. Listen, here come the good things. The rise of social media transformed communication by promoting it.

the so-called democratization of information. Because before there was a monopoly, that if it wasn't a news station, if it wasn't a producer, if it wasn't a communication institution, it wouldn't generate content. We always waited for the news station. The parents or their grandparents would stand in front of the TV to wait for the news station, or to listen to the news station on the radio, or the movies. At this time my favorite movie will appear, today with the streaming,

foreign

It's hard to distinguish that part even with experts. I don't believe I'm an expert, I repeat, this is a learning experience we're doing day by day. Social media is the perfect niche for spreading fake news. That many people without verifying, listen to that word, communicators have to verify, that's a very important word.

more governments recognize that artificial intelligence and social networks also have risks and for this reason, Australia, France, Denmark, Malaysia, Indonesia and the United Kingdom have established or announced restrictions to protect minors in their use. Well, I wouldn't say that only minors because there are many adults who fall into this. However, they have already started taking that initiative.

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Did you see that? That's not for a child. However, there are adults, and an investigation has been done, who have fallen with these scams. Because we don't distinguish the real from the false. As a tool, not as a substitution. I want us to understand that, and we as communicators have a hard task with respect to this issue.

The real value is in combining it and not using it as a whole. And I don't know if this is how it has happened to the licensed, but he's going to tell me that. More than one has fallen with the students, they only give a copy-paste of some work and even puts it down when they put the guide. If you want another version, I can do it with this and this and this. And even that goes into the jobs. We don't even know, we don't even check what we're putting in, but we give it a copy-paste.

and there are tasks like this that he says, "This one didn't even read what he wrote to me." We have put here, look at what we put first, human intelligence first and then artificial intelligence. Here it says, the AI can look for information, generate ideas, organize data, save time, many more things. And yes, indeed, since we were sitting in the meeting prior to this, we said, "Yes, time has been fastening me." But here is where the criteria of each one comes from. What am I looking for and what do I need it for?

the human criterion, the ethics. I think this is what they say here in the communications, the ethics. Authentic creativity can be considered a mistake because sometimes the paintings that have years and years and years in our history, even have some things that make them with a mistake, but that is what makes them unique in the world. Empathy and professional responsibility. Next, I'm going to give you another example.

from this presenter from añales who says i had to face myself i only recognized myself in him because i wanted if we came from the analog and we have not passed the digital and he says in this i can't believe it but i had to do an interview and you are going to see who had to do an interview well and now now i'm going to live something that i had never lived in my life so flat and so strong look throughout my 55 years as a reporter i have interviewed

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Tell us about yourself, I was going to ask you Nat, how was your life going? But I don't know, I better ask you, tell us about yourself, where do you come from? Of course, I am a news presenter generated by artificial intelligence and I am excited to join the Formula Group team. Interesting, all those who want to be presenters or presenters, it has been recently and they are being used much more, but not only here. Who of you, every time you have a claim for the banks,

you see a virtual person who already has the answers. You say, "Oh, it's you?" And it's tedious because they don't solve it. You say, "No, I don't want any of these options." You go to any bank and they say, "Here are the options. I'm your virtual partner. Tell me what you need." And they start, "No, no, no." When the answer runs out, you say, "I'll give you a call center." But after a while, you've lost your patience.

Yes or no? It's what the IA can't do. It can't identify because each person is unique in the world. How has the IA been used to disinform the population? One of the biggest current challenges is the creation of fake content. Here is a sample of them. This is from a movie, well, from several movies, but I wanted to put it on because just as it appears that one would say, hey, and that boy was in all these movies. And it's not like that. Run video.

She's into superstitions, black cats and blue dogs. I feel a premonition, that girl's gonna make me fall. She's into new sensations, new kicks and a candlelight. She's got a prediction for every day and night. She'll make you take your clothes off and go dancing in the rain. She'll make you pay.

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For example, we were talking about the manipulated videos that we have already seen, fake audios imitating real voices. It was one of the first activities that were looked at little by little when the IA started to be used more, which is those voices. And there are many who tell you to avoid scams, have a password, have a password with your families, because their voice is recognized so well.

and they can even generate that voice just like yours. I don't know if you've seen a video where they're treating children and suddenly, through a computer, they connect with another child. And they see that they're communicating with two children. At some point, they meet at a specific point and they say, "I'm going to wear a red shirt." "Oh, I'm going to wear a black shirt."

The special thing was that when they met, and they were going to bring a rose to both of them, when they met in that park, they identified that they were two adults. Because you can no longer trust what you see on social media, or on your devices, or anything like that, without you guaranteeing that it is real.

Photographs created digitally, fake news that seem true, disinformation campaigns on social media. This can affect, here you can see a person, this is very important. Here is where ethics also has to come in. How many times have we seen that a person, an institution, for example, I'm going to give you this crude example, which is: they catch someone, the police, the armed forces, whatever, they catch someone and put him in jail.

The first thing they mention is that they put him in jail for fraud, for robbery, without having investigated. And they viralize that. What happens with that? They put him as a villain. When they come to investigate, the person comes out free because it's not what they had said and they made a mistake. But to remove him from social networks as a villain, it costs a lot more. And he is stigmatized. He is left with that stain.

That's why we have to have that information before something goes viral. We have to know all those points that we can decide if yes or no, but at that moment there has to be an investigation and I think the academy here is very important at that point. Here I am going to share another example about those manipulated videos, about those false information. Run video. In France 24 it is time for Desinformando, today in a special edition. I am Martin Grippo and I welcome you.

Artificial intelligence quickly advances to the point where we can confuse fiction with reality. For example, have you wondered if this program is real or is it all part of a digital montage? Surely while you browse Instagram or TikTok you have found videos like these. We are in the Colonia El Aguajal, where for three weeks this giant puddle has put neighbors in danger. The town hall has not done anything.

Those are the most dangerous stairs in this neighborhood. However, people always use them every day. And as you can see, the state of these streets is unfortunate. Citizens demand an urgent solution to these baches. Due to the heavy rains today, no inconveniences were presented.

These videos are viral in different languages. Of course, there are reports on television that give the feeling of being real, but they present unbearable content that generates humor. The clips are made with VO3, a platform that allows the generation of videos through artificial intelligence, with the possibility of including characters and realistic sound. And although the viral clips seem to bring humor to our algorithm, it can turn into a dangerous tool.

It made us laugh, right? Because it's something that we don't know, but it's unreal how the lady is going to get on the roof. But there are people who do believe and can still refine it more and make real news. That's why he says, but there are many places that are happening and in different languages. Because the perfect niche to viralize a false news are social networks. From my country. This was taken out of the government immediately.

There was a news about the inauguration of a hospital, a famous hospital. They put this image. Half an hour later, they took them off their social networks, institutional ones. They detected something. What do you see? What do you see here? Can you see? What are they? Three legs. We said, it's so pro that you don't go out with two legs anymore, but with one more. And it's this lady who's here. Of course.

Sometimes we have to, because of the speed that we sometimes want to do things, we launch the information and we don't verify, we don't give it that opportunity to verify. So that's what happened in this part, that's why it says process, it can be occupied in electoral processes, reputation of people, trust in the media, public opinion. The role of the communicator before the IA, the role of each one of you, of the past generations, of the present generations, of the future generations.

Audiovisual production is one of the fields where artificial intelligence is generating an unprecedented transformation. Today it is possible to create scripts, it is possible to generate images, clone voices, subtitle, put it in another language, eliminate objects, translate objects, etc. However, these tools also pose a great challenge: to distinguish between authentic production and manipulated production.

the role of the audiovisual producer is no longer only to create quality content. How many times have we been told: "Look, that content, that video, that is great, that reaches you, that is innovative, that draws attention, that is a boom." Now the communicator has this great challenge: guaranteeing the truth, its ethics and trust in the public. The communicator has to guarantee that part. And here,

How is the IA transforming audiovisual production? What we mentioned: generating scripts, storyboards, creating images, videos, cloning voices, creating subtitles, editing audio and videos in less time, restoring photographs. This is good. It says "restoring photographs." Why? Because that restoration of photographs implies that photographs that are damaged

that are about to disappear, there are many times that they are super, can be generated and can be recovered. There are productions that we will never have the images because there were no recordings, there were no cameras, there was no video. But through artificial intelligence, history videos have also been created. The social responsibility, the ethics always come. Putting in some part, recreated with IA.

That is very important, we do not put it as a personal title, but we are telling you, look, yes, you can make it visible, but it is created with IA. Next I show you a video where it really is scary, how you can use and manipulate the IA in favor of. Hello my love, I am Marta.

I had to make this video because I need help, because I'm in a very difficult situation and I need to buy food for my children. If you can help me, whether it's 10,000 pesos or whatever, I'll leave the data on my account. And really, God bless you very much. Hello, how are you? I'm Juan Camilo and I'm the manager here at your bank. And I want you to be super calm because your loan has already been approved.

And no, I don't exist. And neither does Mrs. Maria. And in reality, who created us was Clayton, the one down here. And the intention of this video is to alert you and your family about this type of content, which is going to happen very common from now on. Don't create in everything you see on the internet. Nor videos shared by WhatsApp groups, or even by the same family. Because the advance of artificial intelligence is increasingly terrifying. So before sharing anything, verify the source and question all kinds of content that comes to you. And be very attentive. And already once, share this video as an alert to your family group.

What did he say? What do we have to do? Someone tell me if you noticed the video. What do we have to do? Verify the source. We have to know where it came from, who did it, and what record does that institution have, that person. Because if you, to detect, for example, the trollers, if you go to a Facebook page and suddenly they are talking about someone or they are talking in favor of someone, that profile, and it starts to detect something, that suddenly that page, up to 50 posts the same day.

only have generic images, that don't have a history, that don't have a memory. Because in our networks, if you look, when it's a person, we put part of our life there. And we don't publish 50 publications in one day, in one turn. From there, you have to start managing and you have to verify. And that's why the audiovisual professional must guarantee the veracity of the content. Respect for the rights of author and image.

That's very important. Transparency when a content was generated with IA, what I mentioned. If you generate with something, put "this image is generated with IA". Ethics, the use of technology and trust in the audience. If you have that trust, believe me, people will say "look who said it". People will start saying it and it will wake them up. "Ah, it's the USAP institution". Ah, ok, so it's credible.

because it weighs its history, because it weighs its veracity. That is extremely important and it is a challenge for the communicator of the past, present and future. Artificial intelligence can produce impressive images, but only a communicator with criteria and ethics can build credibility.

In the era of AI, the greatest value of audiovisual production will no longer be only the technical quality, good sound, effects, sharp images, but also the confidence that inspires those who see it. Next, I'm going to provide you, right now, they are from the last videos, this production we did in our production company, from which I come from, from the UCA of El Salvador. They are issues that sometimes, where one also uses artificial intelligence and new methods,

to explain very complex, complex topics, theses, research, or also topics that can be seen. Here I show you a part of how we want to do something that has reach and incidence, but also using those new tools, those new ways of creating audiovisual production. Video.

Wait, lower the camera so that it's one where you can't see the ceiling. Why not?

Because I'm sorry that people see that I have a roof over my soul, they will make fun of me and they will say that I am poor. No, no, you have nothing to be ashamed of, only God and you know how much effort you have made to buy this little house, imagine me that I do not have a house and I have to rent it. Thank you, but it is that even so it gives me a little thing, in fact, I invite you to come because you are my little sister, but normally I am ashamed that people know where I live. You know, that's a social stigma, very bad to say the truth.

Seriously? What is social stigma? What does that have to do with anything? Social stigma is when, because you're from an area or a popular colony or any other place, people assume things about you because maybe that place has bad reputation, either because it has been dangerous or because they consider it poor, even because they consider that the people who come

Well, let's go faster because we don't have much time left and I want to not omit any part of this and as I was saying, today the communicator has a more important responsibility: Verify sources, contrast information, confirm images,

detect manipulated content and educate the audience about the risks of misinformation.

a continuation for a boy most are or not in bremen and then we will cut before that is a video where images have been used from and because today with the world if you occupied images to make visible a topic the issue that is there exposed is human rights of people migrants who are in the United States and how it was verified the ice there but we had to use images of artificial intelligence because if we put the world we

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It's a complicated subject, you can look for us and if you want to keep watching all those productions and in audiovisuals UCAL Salvador and you can see those materials. But as I mentioned, it is to use the tools that the IA provides us, those new formats, in pro also of what we want to create and say. The academy is what I mentioned, the academy strengthens our critical thinking and provides us with the necessary tools to investigate, verify and discern.

between a real content and one generated by artificial intelligence. That's important. That's why we're here at USAT, because the academy is the one that gives us this opening. Fake news, we've already seen it, check sources, verify information, identify. This is a video, I'm just going to leave the introduction, it's a video clip, you're going to hear it, which is what is said here. Run video.

The map remains the same, but the color has faded. Where there was a forest, today a wounded echo sings. 100 hectares fall, silence, vegetation, cement on the blood of the ancestral root. And the earth cries, what will not return. Death, blood, they changed the water for a terminal.

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False. What we were talking about. We have to identify this part of what is true and what is false with what you were seeing. If a piece of news seems extremely incredible that you say that can't be, verify the source and share it without verifying it is something we can't be doing. We have to know the values, huge opportunities that the IA offers, but we also have to see those challenges that we have to overcome.

Here we say the same thing, technology only makes sense when it is guided with ethics, criteria and responsibility. That's what I wanted to mention. We've had to run because the time is up, but do you think that with the licensed we were only here in this congress? Before coming to the congress, we saw each other somewhere else and after this congress we're going to the final? We're going to the final. And I'll leave you with that video that they captured us

Well, winning something that everyone is supporting right now. That's all for today, thank you very much.

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- Okay, tenemos una participación aquí enfrente.

Ok, good evening Master. Your presentation was very beautiful, your exhibition, I really love it. And I want to talk a little bit about El Salvador, which is a country that is making me very amazed by the advances it is making in education. And well, before, because I have two questions. The first is related to the manipulated videos, and the second will have to do with the issue of education in specific.

The first question is, well, AI has reached the public, within which we have teenagers, and we know very well that teenagers are in a stage in which they are getting to know each other, they are doing things, there are many who are very relaxed, well, a lot of things. And many of them can use artificial intelligence to create and bully other students.

So, as professionals, how can we take care of the self-esteem of these victims? Did you notice what we mentioned earlier? We are talking about several countries, this is not a responsibility only of the communicator, here it has to do a lot with the part of the government, of the institutions, one responsibility is each one. And if you noticed in one of the slides, it said that there are several countries that have already detected that and started to put policies.

I feel that we also have to be clear about this: everything in excess is harmful. Everything. Even the most delicious food that you like is harmful in excess. So we have to be careful, but as I said, it's a joint responsibility. Yes, our part is to investigate, to inform, to say "look, this is with IA, this is not real", but also on the part of the government,

o de los gobiernos, tienen que poner también esas políticas y esas restricciones que se pueden hacer uso de estas herramientas que están saliendo cada vez.

- Okay, thank you very much. And the second would be considering the marked digital gap that prevails in public education in our country, Honduras, how this lack of connectivity and infrastructure limits teachers to implement modern and interactive teaching methodologies and how the arrival of AI, that is, artificial intelligence, accelerates this inequality, excluding students from the key competencies for the future of professional development. Here too,

We cover everything that is not only the part of public schools within the city, but also in rural areas, in which accessing computers, accessing these certain devices is something difficult due to the issue of signals and because they are rural. So what can we do? What measures can be taken and how could we support this gap to break as soon as possible? Well, I just mention something, they remember for pandemic, we all live the pandemic.

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We did several audiovisual productions reflecting that gap you mentioned. There were kids who had to climb up, and we have a report of that, they had to climb up a stick, a tree, so that the signal would reach them. And they said, "We can't do the tasks." And there are places where the technological access of the computer has arrived, but there is no electricity. So there, too, we have to see that possibility that if we are going to use the virtual part,

the digital part and everything, we have to see how our country is and who you can demand that part from and who not. Because you're not going to demand from a boy who doesn't have those possibilities a pro task or something that they have to give you if you know in the conditions he lives in. There you have to go valuing. Okay, thank you very much. Anyone else has another question? We still have space for three more people.

Okay, here in the front. There's a guy back there too. It's a short question, but I want to know your opinion about the artificial intelligence. What do you think about the amount of energy that artificial intelligence uses? Good question. Poor environment. Yes, obviously, but... Yes, it's something that we also have to look at, and I thank you for the question.

Something we mentioned in a report is the deterioration we have, the climate change. They haven't felt it lately, they haven't felt their excessive temperatures, and that's because of the climate change we're seeing.

and the IA has part, not everything, it's a part. Now the scientists are looking for a way to cool these big servers and they are putting them under the sea because there are extremely low temperatures there. However, they are in that process because every time we use an image, every time we use something from the IA, as you well know, that happens.

the servers to cool it down need a lot more water and that is a deterioration. Totally agree. We have to see how the possibility of this technology is applied without damaging the environment and there I put the experts, the scientists. Thank you. Ok guys, we have one more question. There was someone who has been raising his hand for a while, so I don't know. They have to be punctual because here I feel the look of the officer.

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artificial intelligence to detect which part of the document is artificial intelligence, because the same teachers, students, use tools to detect artificial intelligence in the work.

And there goes the part that I wanted to comment on. And it's the same tools to detect if a work is made of artificial intelligence, it's also artificial intelligence that works in the same way. They look for texts in a technical way or very professional.

Signs of punctuation, very technical words, good grammar. And the big problem is that these detectors often are not capable of really detecting if a document is written with "ía" or not. As I said, and the redundancy, detect what are technical patterns, technical words,

and well-used signs. And it can happen that a perfectly hand-made document, but with a very technical and scientific language, that IA detector identifies it as 80% IA, 95% artificial intelligence.

Excuse me.

In short, this boy did his thesis very professionally and technically, and the university's artificial intelligence detectives ended up saying that his thesis was artificial intelligence when it was done by hand. And they didn't let him graduate.

So the guys said, "Well, the point is that all the characters aren't very good." And secondly, in a little clarification, in the video of Michi and Shems that he showed, I think you showed it because you think that the voice used is artificial intelligence when it's not artificial intelligence. It's a program called Loquendo that allows... that is a voice converter and text. There's a little clarification in the final part.

Thank you, I appreciate it. The first is to verify, that's where the sources start, and here the academics have to see a lot of it, to see who is providing that research, that work, and verify what record that student has taken. I don't ignore what you mentioned about the thesis that was not approved at that time,

Magnificat

and we put that voice in that part and it is also an application but it is part of that different way of how we make productions with those new technologies. It may not be 100% an IA but it is within that range of new ways of producing. That's what I'm talking about the Michi and the Change. Thank you very much.

Thank you very much to those who participated in the Q&A round. Likewise, I ask for a big applause to the Master, Maena Gonzalez, please. A big applause. We also want to thank our sponsor, Hush. Thanks to them, they will be giving some prizes to the people who participated.

And now we are going to a very special announcement, yes or no Kimberly? That's right Adonis, because it has to do with an initiative that has grown a lot in recent years. A space where the university's audiovisual talent is celebrated and that surely brings us excellent news. We refer to nothing more and nothing less than Sorsales Film Festival. And to tell us a little more about this new edition that was organized by the founder Hector Mejia,

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Adonis, ¿te has dado cuenta que la comunicación tiene el poder de informar, persuadir, entre todo ello,

in this conference strategic communication as a tool for social transformation I will explore

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que al finalizar la ponencia tendremos un espacio de preguntas y respuestas de conferencias. Adelante, Tatiana Paz. El espacio es todo suyo.

Thank you very much, guys. Congratulations already ahead by the organization of this important event. And well, after that greeting from Hallam, I don't know how to start with you to break the ice and it has also been a disruptive way, but I think we are sitting too long, so I don't know if at least we can get up to stretch a little bit because I don't want you to be tense during the presentation.

I'm going to try to be as punctual as possible because I know that at this time, right? Well, I know, the little dream is coming and more if you have been here all day. So, stretch among yourselves, move your legs so that we can prepare for this talk. Yes, right? It is necessary to move a little to be able to relax.

Well, I told the Israeli lawyer, you can sit down now. And if at some point you feel that you can stand up to be better and always paying attention, then feel free too. Strategic communication as a tool for social transformation. It is a complex issue, complex because it is not easy in reality

to make strategic communication achieve a social transformation. And I want you to answer me with all sincerity, but let's be honest. Let's apply here the principle of ethics and transparency that our teachers repeat so much and that we know is key in communication. How many of you, when you decided to study communications, did it thinking about how to contribute

to a social transformation. Motivated by that. I congratulate you for your sincerity, because few of you raised your hand. Sometimes we don't measure how through communication, through our career, we can achieve a social transformation. Let's see. I see it's not working. If you can help me, please.

And the question is: Is communication really capable of transforming society? How many of you believe that communication can achieve a social transformation? Raise your hand if you believe it. Look, there are many unbelievers, or is it that they are with their hands up like this? Let's raise our hands like this to be able to notice.

I see very few, I think less than half of the audience thinks that communication as such is capable of transforming society. And it is that communication as a tool has to be accompanied

of a strategy and key decisions that are taken around a topic, a situation to achieve a social transformation. Communication alone does not achieve that social transformation. And everything lies, let's see, it's down here,

in achieving those changes. Social transformation implies achieving a positive change of behavior between a population, between a community, whether big or small, but that changes can be made in the way we act, how we consume, how we relate, in general benefit.

whether we do something positive, achieve a social transformation. And communication is a key tool to achieve it. But it has to be accompanied by a decision. And from here is where we start this strategic communication. Because when we face a certain situation, a problem, a challenge, what are we going to do? We are going to make decisions. And to make those decisions, we have to follow a process.

A transversal and planned communication process, because that's what characterizes strategic communication, it's not improvised.

It carries a process of analysis. And in this, we must not only participate as communication professionals, in a company, in an organization, in an institution, or wherever, if decisions are made for strategic communication, all those involved must participate. Because it is with the contribution of all the parties that we can build that strategy.

to achieve that social transformation, to orient, explain, educate, generate trust, which is now so fundamental, as I mentioned in the previous conference. Now, without trust, if we are not able to generate trust,

we can have the best communication strategy, but if they don't trust us, we won't succeed. We won't be able to influence to obtain a social transformation. So, the decision is like the root of strategic communication. Because we also have to be aware that a communication, even if it's strategic, if it's not taken, if it's not structured, if it's not worked out correctly, it can build

but it can also divide. It can generate controversy, it can generate disinformation, and it can generate a communication crisis. Not necessarily the fact of following a process will not guarantee success, because those decisions also have to follow many values to be able to impact positively.

And the power of communication, when it is done strategically, is that it can make people know more than they already know. That people understand and believe about a certain topic, about a certain situation.

Also the trust they build, the decisions they make. We can influence the decisions they make. That's why there's advertising communication, right? That seeks to influence people to make purchase decisions. The ways they act and participate. And everything changes after the message, when strategic communication is well defined.

But you have seen, I imagine, countless communication campaigns that don't lead to anything, to any action. You see it, "Oh, yes." But it doesn't generate any change. If we talk about the advertising part, suddenly you don't move to buy a product. And you see it everywhere, in advertising vans, in social media ads. Now we hardly see television, right? It's a sad reality that we know. We see it on the phone.

There was good dissemination, but it is not causing the goal that suddenly was defined, because it is not managing to take an action that in this case is the one of the purchase. So there we could be talking only that there was good dissemination. What makes a communication strategic? And here this is fundamental for the process of making the decision.

Establecer el propósito. ¿Qué es lo que nos está motivando a poder tener esa construcción de una comunicación estratégica para influir en determinado objetivo a la transformación social? La escucha, porque no es solamente lo que nosotros pensamos y lo que nosotros queremos decir. Aquí es fundamental escuchar a nuestros públicos de interés. ¿A quién nos queremos dirigir? ¿Qué están pensando ellos? ¿Qué están demandando? ¿Qué es lo que necesitan?

Evidence, using verifiable information. We are not going to do a campaign with doubtful information. We talk about the importance, more than anything else, that we are in a brutal exposition and that anyone can tell us: "Hey, you're lying." Of the importance of working with verified data.

the coherence that for me is fundamental and I believe that at the personal, professional level and in all areas of our lives, the coherence that what we say is what we do. Because I imagine that you know of cases, whether it's from people, institutions, companies or whatever, that you say, "Oh, look how she presumes such a thing, if in practice she does something else." They are not an example, they are not reliable,

are not coherent and that is fundamental. Ethics, which is also related to transparency and the ability to generate trust. So we have to be governed by ethics.

And now, what is the role of public relations? Here is my master of public relations at the National Autonomous University, Ms. Patricia Murillo. And I believe, Ms. Patricia, that public relations as we saw them... I graduated in... I better not say it because they will say... It has changed, it has transformed.

Because now public relations are not only on one side, but beyond what we used to do. No, now we have to measure what comes to act, to react, to communicate. So now public relations are not only to inform, to advertise, they are to transform, to make possible the changes that society is demanding.

to serve, as Patricia says. We are not limited to just communicate what we are doing. You see now how companies have communication strategies, social responsibility, because they are not only communicating the products they are bringing to the customers, but they are also communicating what I am contributing at a social, environmental level.

because now the clients, we the consumers, are more demanding. And companies are not only limited to marketing and advertising as such, but also to have this social communication that allows me, if I see that a company supports, for example, the fight against cancer, and I see a product of this company, I will feel identified to say, hey, this company

supports this foundation a lot, I'm going to buy this product. And it wasn't necessarily that there was a product advertisement as such, it was the contribution that this company makes at a social level. So now public relations are also focused on that and to respond, I repeat, to what audiences are demanding, what our public interests are demanding, not only to that relationship with the media,

that we called them to the press conference, to send them the press release. No. Now we have to relate to all our strategic allies, not only the media, but also those who are key to achieving that social transformation. We have great opportunities as communicators. Don't think that you can only work in the media.

Now, with this issue of social transformation, of social and business responsibility, I motivate you to prepare in that area, because companies are increasingly demanding communication professionals with that approach. Because we return to traditional communication, or what we asked ourselves before as journalists or as communicators was: What do we want to say? What do we want to say to television, to the media, to the main news?

Now, strategic communication asks: What do we need to understand before saying? What do we need to understand to build and contribute to that social transformation? So, we, communicators, not only have to inform, we have to listen, we have to dialogue, we have to co-create with people.

to mobilize, and now it's not enough for you to act in a way saying: "We are going to announce this campaign and we are going to do it." People are also waiting for results now. We also have to pay bills. And you say: "And people, and we are so like that, people in general, that sometimes we demand more bills from a company than from the government itself."

And we question more, sometimes, a private company or an organization without profit, than the government itself. So we really have a requirement and some challenges to communicate that although we love all the modernization of the information we have today, it is also putting us in great challenges. So, repeating, social transformation does not communicate with people, it is built with them.

And you would say, "But I am an expert in communication and I will be in charge of communication. How am I going to build with people who don't know anything about communication?" We have to listen to all those people to see how we build those key messages through which we want to influence.

And it has been mentioned a lot today, the criterion, which for me is key, that we can develop a criterion and more before the challenges we have now, where we returned, artificial intelligence can give us a lot, but it also has to be moved after a good criterion, because you can request information from the IA, but if you don't know anything about that topic that is giving you, how are you going to know that it is information?

Is it correct or not? That's why sometimes teachers detect, right? Because we must be honest, everyone has their personality and all, and suddenly, at first glance, they can tell you: "You couldn't write so much about that subject." Because sometimes they just ask: "Give me such and such thing." And they give it to you, and they present it as it is. It must be a support, yes, but with their own criteria.

give it that personal touch and that touch of what we know and be able to adapt that information. And speaking of criteria, I was thinking about how we could decipher everything that integrates when we talk about criteria and in the decision making of strategic decisions for an effective strategic communication and that generates social transformation.

We have to understand the context. We already talked about listening to people. Understand the reality. What happened and what perception exists on a certain topic before building that communication. Consider that a communication can improve our reputation or destroy it. This is important to consider when thinking about what decision we are going to make.

The human impact, who are the affected? How is this affecting people?

which is also fundamental when you have a situation in the face of a communication crisis due to a certain problem that is occurring, whether it is when you work in a company, when you work in a public institution, wherever the human element develops, how that is affecting people and how can I reverse that situation. Transparency, which we also mentioned, communicating with honesty,

Lying should never be part of a communication strategy. Never. The truth always has to be in the front. Because they can hide a situation for a while, but the lie will never be sustainable and it can generate a crisis that can end with a company, with the image of a person, with everything. So the truth

It has to be always ahead of us and as communicators sometimes we have to defend it. Because there are going to be situations where they say "No, we are not going to lie, but we are not going to say it". Between hiding and lying, do you think there is a lot of difference? At the level of ethics? And worse when we are talking about communication and with all the tools available now.

If we don't say it, someone else will say it for us and force us to admit that we hide it or that we lie. So, lying should never be part of a communication strategy.

the scenarios we have to face possible decisions that we think to take analyze the scenarios and ask ourselves if we make this decision what are the reactions that we can have on this side if we make this other decision what are

those reactions that we are going to have from this sector. So there has to be a scenario analysis. You cannot limit yourself to analyzing only one situation or a possible reaction. It has to be a complete analysis. Only after the analysis will we be able to reach that response, that decision, because you will also see in crisis situations

Because when we talk about strategic communication, we can't stop thinking about communication when we have crises. Where talking can't be part of the strategy, or should not be part of the strategy. Where sometimes also, which is different, right? Lying or hiding, keeping silence can be the best strategy. But all that will be the result of the analysis we do. We return to the same thing, integrity. You should never sacrifice the principles

to protect the image, not of a person, not of a company, not of any institution. There are non-negotiable things, and this is another one. And finally, define what we want to achieve. If it is a situation where we seek to regain the trust of the population, if it is a situation where we want to reduce uncertainty,

if it's a situation where we want to strengthen relationships with our target audiences, then there we can start working on that strategic communication and in this case, with the topic that we are focused on, social transformation. Because I think that everyone at this summit has been addressing the challenges we face now.

Although it's wonderful the opportunity we have as communicators to influence, to communicate through all our platforms, through all the platforms available today, it's also a great challenge because the current ecosystem is not only informed by the media, the media, not only do the organizations do it, for example, I, who work in the Chamber of Commerce, we have our own communication channels.

through which I am generating information. I no longer care about what the media take out of me, as it was before. Now we are generating our own informative content. Then there are also the citizens, who now with any phone, you have already seen. I was surprised right now in the last edition of the Juniana Expo, in the camera, listen to me, a number of content generators that labeled us, people with

Suddenly, she was my main ally to reach other people and to reach the expo Juniana because they told their experience and thank God they were all positive, maybe a little with a comment that was not really important.

They told their experiences, how they were doing, what they had tried, how much they had spent, that with 500 lempiras we bought this, this and this, that we went to the mechanical games, that we had fun like this. It was incredible the amount of people generating their own content from their experience at the Juniana Expo. So now citizens are also content creators and there are influencers, right? Now it's a job because influencers are making money.

They are making bills, they are even competing with the same media. Because it is a reality that is there. Sometimes we can reach more people through an influencer. And I don't want to say it again because I was, I am a former reporter of a media and I am hurt by the crisis that is happening now, because of all that evolution.

But also in this influencers, we have to take care of ethics when choosing which influencers we are going to decide to guide or which influencers we are going to... because the word, you know, is questionable because it is called influencers because it has a lot of followers but not necessarily all contribute to a social transformation. So we can't sacrifice our principles and values of the company, of the organization,

when hiring influencers that don't represent our values, it's not coherent. If on the one hand I'm going to be defending, I don't know, that there's no alcohol consumption, that there's no this, and maybe I'm going to hire an influencer that is known for, maybe because he loves parties and alcohol and that, then they're going to get it out on the networks, how is that possible?

that it is an image of the company. So we have to, even if I have a million followers or more, it is not viable to use an image of an influencer that does not represent our principles and values. We cannot sacrifice so little reach at the expense of our values and our integrity.

How to build credibility, which we have already talked about, so necessary in the present, in the face of everything we are facing, with coherence, as I mentioned, with evidence, with information that guarantees us to make a good decision, transparency and ethics, which are very linked. The good practices are essential: verify data, maintain impartiality,

Recognize biases. Sometimes we can be part of the communication team with some bias that doesn't allow us to see the situation as it is. Political bias, religious bias. When we make decisions like this, we have to free ourselves from any personal thought. Be impartial, recognize the same biases we have,

Something very important now, protect personal data, as Maena mentioned, identify manipulated content, right? And avoid that speed substitutes for judgment. Another very important thing. Sometimes, because we see that something is going viral, no, no, no, that we have to react, that we have to get something out, that we have to clarify, that we have to deny. The person is seeing it and consuming it,

and it's becoming viral. Sometimes we make a bad decision because we don't follow the right process to see how we communicate it. We fall into media pressure and sometimes we make a mistake because we fall into the pressure

of the virality that now exists in social media and we don't make a strategic decision as we should have done. It's important that in situations like this, we ourselves do the analysis, right? I always say, when there's a post, maybe you have to see how people behave. Sometimes the same people say, "No, this is false. No, this is here." So sometimes you see that the same people are denying the content and that it's not necessary sometimes to go out and say that it's not true.

or see what strategy is used, not necessarily go out directly to deny it. Because there are also several strategies that can be implemented, but we should never fall into that pressure and we have to know how to handle it, because around us there will be a lot of pressures too. Confidence is gained and responsibility is sustained. So we must know that communicating with integrity strengthens people

to organizations and society. It's like a guarantee card. And we're going to see some examples to see how it influences or how sometimes also some brands in their desire to have some social impact, they make some mistakes and some successes. In this case, I want to see if we can play the next video.

Well, at first glance, someone tell me how you interpret that communication that Pepsi made at the time, this advertisement. At first glance, how do you interpret it? That's right. And do you think that can really happen? So how do you think people saw it? Here it is.

Let's see the next video, if you help me to play it. Internet forces Pepsi to withdraw an ad. This one, in which the well-known model Kendall Jenner manages to deactivate a crisis situation and avoid a police charge on a fake group of protesters, only with a can of the soda.

Massive criticism on social media has forced the withdrawal of the advertising. The netizens compared the controversial video clip with acts of bravery like that of this woman during a protest in Baton Rouge for the rights of Afro-Americans. The younger daughter of Martin Luther King, who ironically wrote on Twitter that it is a shame that her father had not known the powers of Pepsi Cola, has also been added to the critical voices.

The ad has been called offensive for using images similar to those that have been seen recently, often in the United States during racial protests. Well, what were the mistakes that Pepsi made to launch this ad? Considering everything I have already been explaining in the process of the construction of strategic communication. Let's see.

But you are comparing different contexts. But if we take it to what you are saying in the exclusive case of Pepsi and this situation, I say, there was no one in the Pepsi directory, which is one of the most important companies in the world, who could do this reading and anticipate that this could happen. And more when we are talking about an advertising announcement. Even the model they used, I feel, was an offense to people.

So imagine that decision, I think the process didn't go as planned, they thought of the creative idea of putting the soda in the protest and with a Pepsi it's all solved. In social issues you have to be careful and have a lot of criteria to decide to get involved.

So I really liked to give you this example that is easy to decipher, the mistakes they made. Let's go with the next film. It's not working. Let's see.

If you can help me, I don't know if... Okay, here I'm going to put another practical case, easy and I want you to help me find that decision. What would you decide as strategic communicators? A company detects a possible quality problem in its products already on the market. Although there are no complaints registered, it proceeds to withdraw them. For you, does the situation stay here or is it necessary to take any action of communication?

Someone who can give their opinion about what decision they would recommend. If you can stand up and, as much as possible, if you can bring a microphone so we can hear you. Yes, yes, yes. That's right. And what do you think after this company made that statement? What do you think about that company?

The truth is that they made the right decision and were socially responsible because you never know with the degree of affection that a person can have with that type of product, with the delicate that it can also be a dairy or even the people who consume it. That's right, it generated confidence, the company generated confidence, took the risk that although perhaps its reputation was affected because hey, they were products

So, what did

company the decision to suspend the sale but communicate the measures adopted and enable channels of attention to customers because they did not know if any of their customers had bought some certain product that was contaminated the impact protects people strengthens trust promotes transparency and raises expectations social because being a case that had not transcended and

and that there was no report of repercussions and that maybe they weren't going to see it because they took the product off on time, they dared to communicate it and strengthened their reputation and that makes people also become demanding and ask for this same practice from other companies or that other companies have to replicate these same practices. The impact chain, a responsible decision,

can become a new standard. Other companies should follow it and not be afraid to expose their reputation because they will see that it generates more trust in the consumer. Citizens start to demand the same level of responsibility from other organizations. So, we are talking about a chain of impact, a clear communication, informed people, more trust,

business changes, transparent organizations. Responsible communication generates trust, transforms organizations and strengthens society. And this is where we are seeing how strategic communication influences social transformation. And I want to give you this example that I love.

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and really climbing the stairs I know is a good habit for the physical condition so we always prefer normal stairs unless we are in a hurry let's see this ad music music music music music music music music music

social

not necessarily by the vehicles to sell, but on a social issue, by promoting change of behavior in people for their benefit. I think that after work, when everyone was tired, they used the stands to relax a little, by playing the piano. So, how can we also influence, not only with strategic communication, but also

when we accompany it with actions that invite others to be able to replicate them, to be able to act, when we facilitate it, when we do not stay with just communicating, but rather telling them, "Hey, here it is, so you can do it."

And how can we influence those changes? They say that during the intervention, it was reported that 66% more people chose to climb the traditional stairs. So, what I was mentioning, that communication can change behaviors when it facilitates the desired action and offers an immediate reward as fun, recognition or satisfaction. We see many companies sometimes offering incentives to make people perform some action.

Let's finish with this other example of campaign that manages to influence a social transformation. This is a Spanish brand, Colacao, that launched the campaign "Repite conmigo, soy única". The campaign was to strengthen child self-esteem and fight against bullying, which we commonly already know. The brand makes its difference in a social metaphor because the cocoa

Colacao has granules, it's like granulated, so that supposedly makes it different from the competition. So that inspired them to also make a campaign that would strengthen the differences that also make us unique through this "Repite conmigo, soy único". So let's see the announcement. Let's see.

let's see if we can if not then we will continue well then here all the children were going and the father told him when he was in the car repeat that being different also that is with messages and positive as promoting self-esteem a campaign advertising but with a social transformation objective that he achieved then take the company to create a foundation that also had how

as a priority in the fight against school harassment. So, there you see how brands can advertise but also get involved in those social changes so that results can be measured and that they can lead people to buy too, but because they see that this brand is contributing with X situation or X reason.

So we have to understand, at the end, that people don't always change because they receive more information. It's not because we communicate every now and then or because we're repeating it. They change when communication manages to connect, connect with them, connect with their behavior, with their identity and their values.

When they present a socially attractive alternative, when we convince them to make a change in their behavior. When we turn the audience into the protagonist of the change. When we think about people, when we listen to them and when we co-create with them.

when we maintain the message through actions, politics and alliances. Because sometimes we need alliances to help us have this social impact that we seek. So we can conclude that strategic communication is not only about finding the right words, it consists in understanding reality,

in listening to people and making decisions that are able to build trust, mobilize actions and produce sustainable changes. So, well, I hope we have

Espero que haya sido de valor toda esta comunicación estratégica que también traté de construir para todos ustedes. Agradecemos profundamente la información y experiencia compartida por la Máster Tatiana Paz, que nos brindó herramientas valiosas para continuar trabajando en nuestras habilidades profesionales.

Okay.

No, I see him sleeping. Come on in, guys, please. Anyway, before we start, we have a brief announcement. A small microphone was removed and a cover, the microphone's sponge, was also removed, a large microphone. So, please, if at any moment you find it out there, please give it to one of our deans. Without further ado, we'll leave you with them.

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An important fact is that the exchange of these awards will be at the end of the congress.

We are there for the end to be able to distribute this. Now, as promised, it is debt, we have already collected all the stories that have been uploaded, all the wonderful and beautiful stories that have been uploaded and we have winners, Yoliver. Yes, we have winners. Get ready, get ready, let's go guys.

The first place, the fastest person to upload the story and creator of a romantic dinner, we'll see who will be the winner sponsored by our restaurant, is... José_Joss2007, you can pass. José_Joss2007, a big round of applause. Come on, a big round of applause, guys.

El segundo lugar, acreedor siempre de una cena romántica en el restaurante V, es para... Es para Vilma-H Forbes. Vilma-H Forbes, acreedor de una cena romántica. Ella sabrá con quién ir. Continuando, tercer lugar, patrocinado por Da Paula Shop, acreedor de una gift card de 500 lempiras canjeables en sus productos, es... Es para Mendiet.com.

Mendié.k, creator of a 500-limp gift card, exchangeable in products, and Paula's Shop. And the same prize, as fourth place, is for... Cindy-Lara. Cindy-Lara. Continuing now with our prize, sponsored by AM Beauty, creator of a manicure gift card, as fifth place is... MiaPZN-Bajo.

Mia-Bajo. Un aplauso para Mia. Aplauso fuerte para Mia. Y por último, acreedor siempre patrocinado por AM Beauty de una gift card de tratamiento y lavado de secado es para... Calmi-Gis.

calmi_gis can get his prize. So this was tonight's dynamic. Thank you very much and we'll continue. Thank you very much. Thank you Eduardo and Yolivet and congratulations to all the winners. Next we'll call on Master Israel Cruz, because he will do a recognition to Master Maena González and Master Tatiana Paz. Incredible participation in the conferences.

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Good evening everyone. I want to tell you how good you have been to be able to share a little reflection of what all this effort of the 9th Congress of Communication Sciences has meant.

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se buscan con mucho detalle y este año fueron el poder comunicacional, la educación y la transformación social. Los conferencistas de ayer, como los conferencistas de hoy, fueron específicos, con mucha potencia lo que nos compartieron. Estoy muy agradecido con ellos, ¿verdad? Al mismo tiempo, mi agradecimiento sobre...

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a here in Seattle the way people they look at the economic data is here the details that I am is this all the other quando vamos a comenzar a killer Obama pass out pero a killer pretty size is collective queremos kilos estudiantis a I am is to possibly case a key book in K I'll take a seat or toast porque esto casual meant is look at the body that's what the PASCID on when do ya

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Congress is that. Someone asked me, "Ling. why doesn't the congress last three days?" Well, now that he's involved, they say, "No, let's do it in one day." Because it's a job, you have to get together, as I say, you have to set aside time. Some leadership of the students rise, and one says, "This one came up." Others, as they say, panic.

But here it is. And so that's what it's about, that professional exercise. According to the Chaos Theory, the fluttering of a butterfly, this metaphor, can generate financial and economic earthquakes. And we in this Congress have been more than the fluttering of a butterfly, right? A hard, powerful effort.

Thank you.

Bien, y para cerrar, como diríamos, el poder comunicacional, la educación y la transformación social es lo que comanda y manda en esta noche. Y que viva la punta catracha.

We have a sad news, we are approaching the end of our ninth Congress of Science of Communication and Advertising. Before we leave, we want you to follow our official social networks on Instagram, Facebook and TikTok as CCIP.

Yes, please share your stories, videos, reactions and at all times tag us. It has been a pleasure to share with you, Kimi, and with those who are watching us from home. It has been a pleasure.

El placer ha sido todo mío, Adonis, también a las personas que hoy formaron parte del noveno congreso bajo el lema Poder Comunicacional, Educación y Transformación Social. Agradecemos profundamente a las autoridades universitarias, conferencistas, docentes, estudiantes, invitados especiales y sobre todo a nuestros patrocinadores. Este no es un adiós, esto es un hasta luego. Nos vemos el próximo año.

And we are going to say goodbye exactly how we started, with that enthusiasm, that energy, that fervor that we had. But there is an announcement. The people who dance with us up here, with the Garifuna group, will have prizes. So we leave you with the Garifuna group. Lizemeligararu.

Gary Gallo get it through ten in the night