Communication of disruptive and emerging technologies: Generative AI and NewSpace

Abstract

Emerging technologies, such as generative artificial intelligence and NewSpace, present new communicative and ethical challenges in the field of communication. This study analyzes how public technological strategies are disseminated within these sectors, focusing on both citizen perception and the dynamics of the actors involved. Through a qualitative investigation based on interviews with ten professionals from the technological, institutional and communication areas, it is possible to pinpoint factors that condition the effectiveness of these strategies. The results highlight the importance of aligning messages with social values such as sustainability and transparency, as well as addressing distortions arising from biases and lack of shared narrative frameworks. Experts emphasize the need to establish coordinated guidelines and strategies in order to enable effective and ethical communication in a complex environment, remarking that public perception may be affected if the communication risks are not properly managed.