Jesús Octavio Elizondo Martínez has a PhD in Philosophy from the Universidad Complutense de Madrid and is a member of the sistema Nacional de Investigadores, Level II. He’s professor at the Universidad Autónoma Metropolitana, Cuajimalpa since 2008, where he teaches Economy of knowledge and information society, Media ecology and technological change, as well as, Study of audiences and analysis of messages, among others. For two decades, he has written articles on philosophy and language, semiotics and logic, image rhetoric, identity and technology, as well as, theory, history and methodology for communication research.