Capítulo 2. Producción de medios en la era de la inteligencia artificial

Chapter 2: Media Production in the Age of Artificial Intelligence. The second chapter delves into the media value chain and the transformations that AI has brought about in the processes of content production, editing, distribution, and consumption. It draws on the theory of cultural production, the political economy of communication, media ecology, and digital infrastructure studies to analyze how intelligent automation reconfigures business models, professional routines, and power relations in the media industry. The automation of content generation—robotic journalism, generative narratives, AI in audiovisual media—has increased the efficiency and scalability of production, but has also raised questions about quality, originality, and informational diversity. Recommendation and personalization algorithms have transformed content curation, editing, and distribution, facilitating audience segmentation and optimizing the attention economy, but also contributing to the fragmentation of the public sphere and the formation of information bubbles. The paper examines the emergence of new professional profiles—data journalists, prompt engineers, algorithmic curators—and the reconfiguration of authorship, creativity, and agency in media production. The paper analyzes the ethical, regulatory, and governance challenges posed by AI: transparency, explainability, accountability, rights protection, diversity, and informational justice.