My main research interest is about how digital technologies shape our daily life, and communication in particular. This broad interest covers many topics and touches different fields, within and outside the social sciences.
This interest began with my Master, when back in 2003 I decided that I wanted to explore the idea of becoming “addicted” to the mobile phone. I presented my dissertation in 2006, entitled “24 Hours without the Mobile Phone: A McLuhanian approach to mobile phone use in contemporary society”, arguing that when deprived of this device, what people miss the most is the permanent contact with their significant others. My first book “The Mobile Phone and Daily Life”presented part of the results in 2008.
My PhD project set out to understand how brands could communicate more successfully in contemporary society. The research started in 2008 and my dissertation, “New New Media, Brand New Brands: Communicating corporate brands in the contemporary cognitive-semiotic context”, was presented in 2012. Part of the theoretical framework of my dissertation was published in 2014 under the title “Living in the Digital Society”.
Currently, I am working on my post-doctoral project, which is about multi-screening practices and motivations, and also attention distribution between different screened-media. This project is hosted by my own research center – Research Centre for Communication and Culture – and also by the Center for Internet Studies and Digital Life at the University of Navarra (Pamplona, Spain).