Knowledge and attitudes of Spanish citizens towards big data and artificial intelligence

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Published: 08-12-2022
Accepted: 08-11-2022
DOI: https://doi.org/10.7195/ri14.v21i1.1908
Keywords:
Data science, big data, artificial intelligence, scientific communication, social perception of science, information
Supporting Agencies
Project financed by the Spanish Foundation for Science and Technology (FECYT) in the Call for grants for the promotion of scientific, technological and innovation culture 2018-2019 [FCT-18-13437] and in the Call for grants for the promotion of scientific, technological and innovation culture 2019-2020 [FCT-19-15021].
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Patricia Sánchez-Holgado, Dra.
(ES)
Postdoctoral researcher at the Department of Sociology and Communication at the University of Salamanca (Spain).
https://orcid.org/0000-0002-6253-7087 (unauthenticated)
Carlos Arcila Calderón, Dr.
(ES)
Professor of the Department of Sociology and Communication at the University of Salamanca (Spain).
https://orcid.org/0000-0002-2636-2849 (unauthenticated)
David Blanco-Herrero
(ES)
Predoctoral researcher at the Department of Sociology and Communication at the University of Salamanca (Spain).
https://orcid.org/0000-0002-7414-2998 (unauthenticated)

Abstract

The communication of data science, and specifically of big data and artificial intelligence, is one of the greatest challenges of today's society, because technology is constantly changing and citizens need to understand it to make the best decisions. Traditionally, scientific communication has focused on the study of social attitudes and perceptions towards the most controversial issues, as in the Spanish environment, with the Survey of Social Perception of Science and Technology, prepared by the FECYT every two years. This work reports the results of the first national report focused on public knowledge, understanding and attitudes towards big data and artificial intelligence. A national survey was carried out in January 2020 on a sample of 684 Spanish citizens. It is observed that knowledge about big data and artificial intelligence is moderate, with a lower degree of knowledge and interest among older people and that Artificial Intelligence is better known and arouses greater interest and more favorable attitudes than big data. The way in which the public is informed does not vary with respect to traditional surveys, so the information can reach them through these channels.

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Article Details

Issue

Vol. 20 No. 1 (2022): Children, Youth and Devices: New Communication Phenomena and New Product Creators

Section

RESEARCH ARTICLES

Author Biographies

Patricia Sánchez-Holgado, Dra., Postdoctoral researcher at the Department of Sociology and Communication at the University of Salamanca (Spain).

Postdoctoral researcher at the University of Salamanca and member of the Audiovisual Content Observatory (OCA). She is Director of Communication and Innovation at the advertising agency tthegap and head of the Research Laboratory. She is an associate professor in the Faculty of Languages and Education of the Nebrija University of Madrid and in the Faculty of Communication of the Pontifical University of Salamanca. She has a degree in Advertising and Public Relations from the Complutense University of Madrid, completing her training with Journalism. She has a postgraduate degree in Business Administration and Management from the Polytechnic University of Catalonia, a postgraduate degree in Big Data from the Pontifical University of Salamanca and a master's degree in Science, Technology and Innovation studies from the University of Oviedo. Master's Degree in Teacher Training for Compulsory Secondary Education and Baccalaureate, Vocational Training and Language Teaching.

Carlos Arcila Calderón, Dr., Professor of the Department of Sociology and Communication at the University of Salamanca (Spain).

Full Professor and Academic Secretary of the Department of Sociology and Communication at the University of Salamanca (Spain). He is a member of the Observatory of Audiovisual Content (OCA) and professor of the Doctorate in Training in the Knowledge Society. Editor of Dissertations magazine. European Doctor in "Communication, Social Change and Development" from the Complutense University of Madrid. Master in Data Science and Master in Journalism, both from the Rey Juan Carlos University (URJC).

David Blanco-Herrero, Predoctoral researcher at the Department of Sociology and Communication at the University of Salamanca (Spain).

Doctoral student at the University of Salamanca, where he develops his thesis with an FPU scholarship. He has a degree in Journalism (Universidad a Distancia de Madrid) and Business Administration (Universidad de León) and a master's degree in Audiovisual Communication (Universidad de Salamanca). He is a member of the Audiovisual Content Observatory and his lines of research are journalistic ethics, disinformation and hate speech. He is editorial assistant in the Electronic Yearbook of Studies in Social Communication "Dissertations".

How to Cite

Sánchez-Holgado, P., Calderón, C. A., & Blanco-Herrero, D. (2022). Knowledge and attitudes of Spanish citizens towards big data and artificial intelligence. Journal ICONO 14, 20(1). https://doi.org/10.7195/ri14.v21i1.1908

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