The 13th edition of the awards organised by the media outlet El Español has ranked Elena Neira, a lecturer in the Faculty of Communication Sciences, ninth among the “women leaders” in its list, which includes researchers, athletes, entrepreneurs and politicians, among others
During an event held on 13 March in Madrid’s Teatro Real, the digital media outlet El Español recognised the careers of women leaders, with prominent figures from a range of sectors in attendance. Faculty of Communication Sciences lecturer Elena Neira, who specialises in new audiovisual distribution models, was named ninth overall and first among researchers in Spain.
“I am deeply grateful for this distinction, particularly as it comes in the category of academics and researchers. It confirms the weight and importance that research has in the audiovisual sector,” remarked the UIC Barcelona lecturer. “To me, leadership is a blend of not just curiosity and courage, but also role models. I am here thanks to the women who inspired me and encouraged me to pursue this profession,” she explained.
Neira, who was also named one of the 50 most influential women in the Spanish audiovisual industry by the magazine Forbes, regularly writes for Business Insider and El Periódico and appears frequently on television to analyse current developments in the sector. Holder of a PhD in Humanities and Communication, her current research focuses on the impact of streaming platforms and generative AI on the mainstream audiovisual industry.
“AI is redesigning the creative process within the sector”
According to the researcher, the emergence of AI in the audiovisual sector “is driving disruption”. “It is changing the industry’s value chain, the creative process and the economy, and is even redefining the very concept of authorship,” explains Elena Neira. While the lecturer believes that it could be a valuable tool in teaching, as it lowers the barrier to creation and promotes project scalability, “it must have a roadmap,” she notes.
Audience renewal is another key challenge facing the sector, explains Neira. “New generations have a completely different relationship with the content they consume. That is why it is important to adapt to these new contexts and maintain cultural relevance,” she argues. The Faculty of Communication Sciences is committed to providing training in emerging technologies to both teaching staff and students and considers audiovisual storytelling a key component of its teaching approach.
