Entre bytes y emociones: la psicología en la comunicación digital desde sus bases teóricas.

Abstract

The essay aims to analyze how the theoretical foundations of psychology, specifically from cognitive, social, and positive perspectives, are integrated into the study of digital communication to evaluate their impact on users' perception, behavior, and emotions. Using a methodology based on a deductive approach, which included a bibliographic review, content analysis, and an observation guide, the interactions between psychological theories and digital dynamics were explored. The results highlight that factor such as cognitive load and biases limit users' ability to process information and make decisions, while group dynamics and the construction of digital identities significantly influence online behavior. Likewise, positive psychology emphasizes strategies to promote digital well-being and more mindful technology use. A case study on negative social comparison in social networks demonstrates the emotional effects of projecting identities disconnected from personal reality. In conclusion, the theoretical foundations of psychology are fundamental tools for understanding and improving digital dynamics, fostering more conscious and balanced interactions in a technologically complex environment.