Patricia Barron

I hold a degree in Advertising and Public Relations from UPV/EHU (2022) and a master's in Social Communication from UPV/EHU (2023). My research interests encompass Social Media, Conflict Journalism, Public Relations, Artificial Intelligence, Communication and Education. Currently, I am working on my doctoral thesis (2024-2026), which aims to systematically examine, comprehend, and disseminate insights on the engagement behaviors of Generation Z within the metaverse. This research is closely aligned with three Sustainable Development Goals (SDGs) from the United Nations' 2030 Agenda: 1) promoting industry, innovation, and infrastructure (SDG 9); 2) reducing inequalities (SDG 10); and 3) ensuring linguistic and cultural diversity (SDG 17+1). The main objective is to understand how interactions within the metaverse influence the identity development of Generation Z, providing insights into the future society.

In addition to my thesis work, I am part of the project "Safety Conditions of Spanish Journalists Covering International Conflicts: Defending Elements and Analysis of Safety Before, During, and After Reporting" (JOSAFCON), which started in September 2022 and will continue until September 2026. Furthermore, I am keen to explore ways to prevent and mitigate trauma through the use of Artificial Intelligence, Virtual Reality, and other emerging technologies.