Digital content guidelines for scientific and technical events from a neurocommunication perspective

Abstract

This study addresses the challenges faced by digital content creators in the strategic communication of public policies, identifying deficiencies in digital competencies that hinder the positioning of Cuban content and the articulation of scientific technical events. The objective was to design theoretical and methodological guidelines for digital content from the perspective of neurocommunication. A qualitative methodology was applied, at an exploratory and explanatory level, using analytical synthetic, inductive deductive, bibliographic analysis, observation, and experiential methods. The results include a comparative study of content before and after the advent of the internet, as well as the construction of a theoretical methodological framework composed of components, variables, and basic indicators. The proposed design enhances digital competencies and cultural appropriation. The main contribution consists of guidelines that guide the correct use of Cuban digital content in the global environment, strengthening the strategic communication of scientific technical events.