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Language is in constant evolution – this theory has been demonstrated most aptly and comprehensively by Marshall McLuhan. Specialisation in the different areas of knowledge, especially technology, has contributed to this process. Technological advances and the development of so-called intelligent devices allow interaction through voice interfaces, text, or gesture and in its most advanced forms by means of the incorporation of artificial intelligence-generated linguistic communications in human-machine interfaces. In recent years, the ways of communication or watching news have changed, now we do it by means of the internet and through different options of the social networks. We interact with people and react to their communications by means of divergent ways of language formation. It is increasingly common to express opinions through social networks and the internet. So much so that now we know that it is possible to analyse a person’s sentiment from his or her communications of opinion issued in social networks? The question is, can we determine, for example, whether the opinion has a positive or negative emotive charge only by analysing the written or inscribed texts of such formats of communication? This paper presents a brief description of how technological evolution has created an x-factor of language, that is expressed, appropriated and re-used in machine learning modules, artificial intelligence, and automatic sentiment analysis. [ABSTRACT FROM AUTHOR]

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