Capítulo 4. Posibles horizontes de estudio del campo de la comunicación en la era de la inteligencia artificial.

Chapter 4: Horizons of Communication in the Age of Artificial Intelligence: Ethics, Narratives, Sustainability, Rights, and Digital Futures. This chapter explores the horizons of communication in the age of artificial intelligence, proposing a research and action agenda that articulates ethics, narratives, sustainability, disinformation, immersive environments, and digital rights.

The chapter explores the ethics of AI in communication, analyzing the dilemmas of opacity, explainability, fairness, and accountability, as well as the normative and deontological frameworks that guide communicative action. Transmedia narratives and digital storytelling are examined as key strategies for contemporary intellectual production, and a methodology for building collaborative stories between humans and machines is proposed. The chapter addresses the relationship between communication, AI, and sustainability from the perspective of the Sustainable Development Goals (SDGs), analyzing the environmental and social impact of digital infrastructures, ecological ethics, and environmental justice in the governance of media AI. The phenomenon of disinformation and critical communication is analyzed, highlighting the role of media and algorithmic literacy, innovation in automated fact-checking, and building information resilience. Interactions in immersive environments—virtual, augmented, and mixed reality—are also explored as new scenarios for communication, education, journalism, and citizen participation, and the ethical, access, and governance challenges posed by these spaces are reflected upon. Finally, the relationship between communication and digital rights is analyzed, underscoring the importance of privacy protection, freedom of expression, equitable access to information, and participation in the governance of algorithmic systems.