{"id":15131,"date":"2026-03-27T18:12:15","date_gmt":"2026-03-27T17:12:15","guid":{"rendered":"https:\/\/fima.ub.edu\/noticies\/?p=15131"},"modified":"2026-03-27T20:14:23","modified_gmt":"2026-03-27T19:14:23","slug":"conferencia-de-nuria-ferran-sobre-els-limits-etics-de-la-ia-en-la-comunicacio-de-proximitat","status":"publish","type":"post","link":"https:\/\/fima.ub.edu\/noticies\/2026\/03\/27\/conferencia-de-nuria-ferran-sobre-els-limits-etics-de-la-ia-en-la-comunicacio-de-proximitat\/","title":{"rendered":"Confer\u00e8ncia de N\u00faria Ferran sobre els l\u00edmits \u00e8tics de la IA en la comunicaci\u00f3 de proximitat"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La professora de la FIMA <a href=\"https:\/\/fima.ub.edu\/directori\/ficha391\" type=\"link\" id=\"https:\/\/fima.ub.edu\/directori\/ficha391\">N\u00faria Ferran<\/a> ha participat en la <a href=\"https:\/\/www.ccbages.cat\/jornada-comunicacio-local-comarcal-bages\/\" type=\"link\" id=\"https:\/\/www.ccbages.cat\/jornada-comunicacio-local-comarcal-bages\/\">I Jornada de Comunicaci\u00f3 Local i Comarcal<\/a>, <em>Comunicar per transformar<\/em>, organitzada pel Consell Comarcal del Bages i el Col\u00b7legi de Periodistes. La trobada ha reunit professionals i acad\u00e8mics per reflexionar sobre els reptes actuals de la comunicaci\u00f3 local en un context de transformaci\u00f3 digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La jornada ha abordat q\u00fcestions clau com la informaci\u00f3 de proximitat en temps de soroll i desinformaci\u00f3, el paper de la comunicaci\u00f3 en \u00e0mbits com la salut, l\u2019esport, l\u2019educaci\u00f3 i l\u2019acci\u00f3 social, i tamb\u00e9 la tasca de les empreses, ag\u00e8ncies i estudis que contribueixen a comunicar el territori. La cloenda institucional ha anat a c\u00e0rrec del vicepresident i conseller de la Presid\u00e8ncia de la Generalitat de Catalunya, Albert Dalmau.<br>En aquest marc, N\u00faria Ferran ha impartit la confer\u00e8ncia final, dedicada a <a href=\"https:\/\/prezi.com\/view\/8q7lnFstyZaqyhU1FjaS\/?referral_token=ppIBcTlnB3FN\" type=\"link\" id=\"https:\/\/prezi.com\/view\/8q7lnFstyZaqyhU1FjaS\/?referral_token=ppIBcTlnB3FN\">l\u2019\u00c8tica i els l\u00edmits de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3 de proximitat<\/a>. La seva intervenci\u00f3 ha posat l\u2019accent en el fet que la IA no \u00e9s nom\u00e9s una eina tecnol\u00f2gica, sin\u00f3 un factor de transformaci\u00f3 estructural del sistema comunicatiu, amb impacte en la producci\u00f3, la distribuci\u00f3 i el consum de la informaci\u00f3.<br><br>La pon\u00e8ncia tamb\u00e9 ha alertat dels riscos que aquesta integraci\u00f3 pot comportar en el periodisme local, com la p\u00e8rdua d\u2019una agenda informativa compartida, la fragmentaci\u00f3 de les audi\u00e8ncies i el debilitament del debat p\u00fablic. La personalitzaci\u00f3 algor\u00edtmica, ha remarcat, pot generar desigualtats en l\u2019acc\u00e9s a la informaci\u00f3 i afectar la cohesi\u00f3 social.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En aquest context, la Dra. Ferran ha presentat el projecte <em><a href=\"https:\/\/www.ub.edu\/wikiwomen\/research\/herstory-2024-27\/\" type=\"link\" id=\"https:\/\/www.ub.edu\/wikiwomen\/research\/herstory-2024-27\/\">HerStory<\/a><\/em>, basat en IA neurosimb\u00f2lica, com una aportaci\u00f3 rellevant per refor\u00e7ar una comunicaci\u00f3 de proximitat responsable i vinculada a la comunitat. El projecte aposta per una IA transparent, tra\u00e7able i autoexplicativa, que permet entendre d\u2019on surten les dades, com es processen i sobre quina base es generen els continguts. Aquesta transpar\u00e8ncia afavoreix la verificabilitat, refor\u00e7a la confian\u00e7a i ajuda a preservar un valor essencial del periodisme de proximitat: el vincle directe amb una comunitat propera, identificable i no an\u00f2nima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finalment, la professora ha subratllat que, malgrat l\u2019augment de l\u2019\u00fas de la IA en el sector period\u00edstic, aquesta no substitueix el criteri professional hum\u00e0, sin\u00f3 que en redefineix el paper. La seva intervenci\u00f3 ha posat de manifest la necessitat d\u2019incorporar una mirada cr\u00edtica, \u00e8tica i responsable en l\u2019adopci\u00f3 de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"883\" height=\"617\" src=\"https:\/\/fima.ub.edu\/noticies\/wp-content\/uploads\/2026\/03\/nuria-ferran-comunicacio-local-IA.jpg\" alt=\"\" class=\"wp-image-15132\" srcset=\"https:\/\/fima.ub.edu\/noticies\/wp-content\/uploads\/2026\/03\/nuria-ferran-comunicacio-local-IA.jpg 883w, https:\/\/fima.ub.edu\/noticies\/wp-content\/uploads\/2026\/03\/nuria-ferran-comunicacio-local-IA-300x210.jpg 300w, https:\/\/fima.ub.edu\/noticies\/wp-content\/uploads\/2026\/03\/nuria-ferran-comunicacio-local-IA-768x537.jpg 768w\" sizes=\"auto, (max-width: 883px) 100vw, 883px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>La professora de la FIMA N\u00faria Ferran ha participat en la I Jornada de Comunicaci\u00f3 Local i Comarcal, Comunicar per transformar, organitzada pel Consell Comarcal del Bages i el Col\u00b7legi de Periodistes. La trobada ha reunit professionals i acad\u00e8mics per reflexionar sobre els reptes actuals de la comunicaci\u00f3 local en un context de transformaci\u00f3 digital. La jornada ha abordat q\u00fcestions clau com la informaci\u00f3 de proximitat en temps de soroll i desinformaci\u00f3, el paper de la comunicaci\u00f3 en \u00e0mbits com la salut, l\u2019esport, l\u2019educaci\u00f3 i l\u2019acci\u00f3 social, i tamb\u00e9 la tasca de les empreses, ag\u00e8ncies i estudis que contribueixen a comunicar el territori. La cloenda institucional ha anat a c\u00e0rrec del vicepresident i conseller de la Presid\u00e8ncia de la Generalitat de Catalunya, Albert Dalmau.En aquest marc, N\u00faria Ferran ha impartit la confer\u00e8ncia final, dedicada a l\u2019\u00c8tica i els l\u00edmits de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3 de proximitat. La seva intervenci\u00f3 ha posat l\u2019accent en el fet que la IA no \u00e9s nom\u00e9s una eina tecnol\u00f2gica, sin\u00f3 un factor de transformaci\u00f3 estructural del sistema comunicatiu, amb impacte en la producci\u00f3, la distribuci\u00f3 i el consum de la informaci\u00f3. La pon\u00e8ncia tamb\u00e9 ha alertat dels riscos que aquesta integraci\u00f3 pot comportar en el periodisme local, com la p\u00e8rdua d\u2019una agenda informativa compartida, la fragmentaci\u00f3 de les audi\u00e8ncies i el debilitament del debat p\u00fablic. La personalitzaci\u00f3 algor\u00edtmica, ha remarcat, pot generar desigualtats en l\u2019acc\u00e9s a la informaci\u00f3 i afectar la cohesi\u00f3 social. En aquest context, la Dra. Ferran ha presentat el projecte HerStory, basat en IA neurosimb\u00f2lica, com una aportaci\u00f3 rellevant per refor\u00e7ar una comunicaci\u00f3 de proximitat responsable i vinculada a la comunitat. El projecte aposta per una IA transparent, tra\u00e7able i autoexplicativa, que permet entendre d\u2019on surten les dades, com es processen i sobre quina base es generen els continguts. Aquesta transpar\u00e8ncia afavoreix la verificabilitat, refor\u00e7a la confian\u00e7a i ajuda a preservar un valor essencial del periodisme de proximitat: el vincle directe amb una comunitat propera, identificable i no an\u00f2nima. Finalment, la professora ha subratllat que, malgrat l\u2019augment de l\u2019\u00fas de la IA en el sector period\u00edstic, aquesta no substitueix el criteri professional hum\u00e0, sin\u00f3 que en redefineix el paper. La seva intervenci\u00f3 ha posat de manifest la necessitat d\u2019incorporar una mirada cr\u00edtica, \u00e8tica i responsable en l\u2019adopci\u00f3 de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3.<\/p>\n","protected":false},"author":7,"featured_media":15132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[4654,1165,2641,2775],"vocabulary_5":[],"class_list":["post-15131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professorat","tag-comunicacio-local","tag-conferencies","tag-intelligencia-artificial","tag-nuria-ferran"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Confer\u00e8ncia de N\u00faria Ferran sobre els l\u00edmits \u00e8tics de la IA en la comunicaci\u00f3 de proximitat - Not\u00edcies de la Facultat d&#039;Informaci\u00f3 i Mitjans Audiovisuals<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fima.ub.edu\/noticies\/2026\/03\/27\/conferencia-de-nuria-ferran-sobre-els-limits-etics-de-la-ia-en-la-comunicacio-de-proximitat\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Confer\u00e8ncia de N\u00faria Ferran sobre els l\u00edmits \u00e8tics de la IA en la comunicaci\u00f3 de proximitat - Not\u00edcies de la Facultat d&#039;Informaci\u00f3 i Mitjans Audiovisuals\" \/>\n<meta property=\"og:description\" content=\"La professora de la FIMA N\u00faria Ferran ha participat en la I Jornada de Comunicaci\u00f3 Local i Comarcal, Comunicar per transformar, organitzada pel Consell Comarcal del Bages i el Col\u00b7legi de Periodistes. La trobada ha reunit professionals i acad\u00e8mics per reflexionar sobre els reptes actuals de la comunicaci\u00f3 local en un context de transformaci\u00f3 digital. La jornada ha abordat q\u00fcestions clau com la informaci\u00f3 de proximitat en temps de soroll i desinformaci\u00f3, el paper de la comunicaci\u00f3 en \u00e0mbits com la salut, l\u2019esport, l\u2019educaci\u00f3 i l\u2019acci\u00f3 social, i tamb\u00e9 la tasca de les empreses, ag\u00e8ncies i estudis que contribueixen a comunicar el territori. La cloenda institucional ha anat a c\u00e0rrec del vicepresident i conseller de la Presid\u00e8ncia de la Generalitat de Catalunya, Albert Dalmau.En aquest marc, N\u00faria Ferran ha impartit la confer\u00e8ncia final, dedicada a l\u2019\u00c8tica i els l\u00edmits de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3 de proximitat. La seva intervenci\u00f3 ha posat l\u2019accent en el fet que la IA no \u00e9s nom\u00e9s una eina tecnol\u00f2gica, sin\u00f3 un factor de transformaci\u00f3 estructural del sistema comunicatiu, amb impacte en la producci\u00f3, la distribuci\u00f3 i el consum de la informaci\u00f3. La pon\u00e8ncia tamb\u00e9 ha alertat dels riscos que aquesta integraci\u00f3 pot comportar en el periodisme local, com la p\u00e8rdua d\u2019una agenda informativa compartida, la fragmentaci\u00f3 de les audi\u00e8ncies i el debilitament del debat p\u00fablic. La personalitzaci\u00f3 algor\u00edtmica, ha remarcat, pot generar desigualtats en l\u2019acc\u00e9s a la informaci\u00f3 i afectar la cohesi\u00f3 social. En aquest context, la Dra. Ferran ha presentat el projecte HerStory, basat en IA neurosimb\u00f2lica, com una aportaci\u00f3 rellevant per refor\u00e7ar una comunicaci\u00f3 de proximitat responsable i vinculada a la comunitat. El projecte aposta per una IA transparent, tra\u00e7able i autoexplicativa, que permet entendre d\u2019on surten les dades, com es processen i sobre quina base es generen els continguts. Aquesta transpar\u00e8ncia afavoreix la verificabilitat, refor\u00e7a la confian\u00e7a i ajuda a preservar un valor essencial del periodisme de proximitat: el vincle directe amb una comunitat propera, identificable i no an\u00f2nima. Finalment, la professora ha subratllat que, malgrat l\u2019augment de l\u2019\u00fas de la IA en el sector period\u00edstic, aquesta no substitueix el criteri professional hum\u00e0, sin\u00f3 que en redefineix el paper. 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La trobada ha reunit professionals i acad\u00e8mics per reflexionar sobre els reptes actuals de la comunicaci\u00f3 local en un context de transformaci\u00f3 digital. La jornada ha abordat q\u00fcestions clau com la informaci\u00f3 de proximitat en temps de soroll i desinformaci\u00f3, el paper de la comunicaci\u00f3 en \u00e0mbits com la salut, l\u2019esport, l\u2019educaci\u00f3 i l\u2019acci\u00f3 social, i tamb\u00e9 la tasca de les empreses, ag\u00e8ncies i estudis que contribueixen a comunicar el territori. La cloenda institucional ha anat a c\u00e0rrec del vicepresident i conseller de la Presid\u00e8ncia de la Generalitat de Catalunya, Albert Dalmau.En aquest marc, N\u00faria Ferran ha impartit la confer\u00e8ncia final, dedicada a l\u2019\u00c8tica i els l\u00edmits de la intel\u00b7lig\u00e8ncia artificial en la comunicaci\u00f3 de proximitat. La seva intervenci\u00f3 ha posat l\u2019accent en el fet que la IA no \u00e9s nom\u00e9s una eina tecnol\u00f2gica, sin\u00f3 un factor de transformaci\u00f3 estructural del sistema comunicatiu, amb impacte en la producci\u00f3, la distribuci\u00f3 i el consum de la informaci\u00f3. La pon\u00e8ncia tamb\u00e9 ha alertat dels riscos que aquesta integraci\u00f3 pot comportar en el periodisme local, com la p\u00e8rdua d\u2019una agenda informativa compartida, la fragmentaci\u00f3 de les audi\u00e8ncies i el debilitament del debat p\u00fablic. La personalitzaci\u00f3 algor\u00edtmica, ha remarcat, pot generar desigualtats en l\u2019acc\u00e9s a la informaci\u00f3 i afectar la cohesi\u00f3 social. En aquest context, la Dra. Ferran ha presentat el projecte HerStory, basat en IA neurosimb\u00f2lica, com una aportaci\u00f3 rellevant per refor\u00e7ar una comunicaci\u00f3 de proximitat responsable i vinculada a la comunitat. El projecte aposta per una IA transparent, tra\u00e7able i autoexplicativa, que permet entendre d\u2019on surten les dades, com es processen i sobre quina base es generen els continguts. Aquesta transpar\u00e8ncia afavoreix la verificabilitat, refor\u00e7a la confian\u00e7a i ajuda a preservar un valor essencial del periodisme de proximitat: el vincle directe amb una comunitat propera, identificable i no an\u00f2nima. Finalment, la professora ha subratllat que, malgrat l\u2019augment de l\u2019\u00fas de la IA en el sector period\u00edstic, aquesta no substitueix el criteri professional hum\u00e0, sin\u00f3 que en redefineix el paper. 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