Algoritmos, personalización y comunicación de la ciencia. Un análisis del uso de ADS en el desarrollo de campañas de donación de células en Colombia
Thesis
This article analyzes the adoption processes of ADS (digital advertising in social networks) within a communication campaign for the recruitment of hematopoietic stem cell (HPC) donors and seeks to understand the effects of these new technological mediations in the communication processes and understanding of science and technology. The science communication models that start from the creation of interlocutors between the expert and the non-expert have made it possible to find different types of applications in diverse contexts such as academic, institutional and the same communication exercise. Potential donors within this campaign were obtained from the structuring of an audience for science, segmented and shaped through two-way communication and digital tools. This article also seeks to put into dialogue the methodological tools developed by digital sociology for the understanding of digital objects as algorithms with the discussions of science communication studies in relation to the understanding that lay audiences have of techno-scientific content, in this case tissue donation campaigns. The ADS are governed by algorithms that are personalized with information provided by content creators, on many occasions, as in the case of this campaign based on a qualitative social study. The algorithms learn and determine the actions to personalize messages and content to obtain favorable results, which in this case of the campaign are potential donors, who must have had contact with techno-scientific information and have gone through an information path for non-experts produced by scientific experts. This analysis contrasts the data obtained by the ADS and the theoretical foundations of science communication and social studies of science that structured said campaign. The intensive use of these tools introduces new tensions, on the one hand, between demographic and post-demographic conceptions of social groups of interest for communication, and on the other, the development of strategies that transcend content and its interpretation and that prioritize an automated view of the text and its interactions.
