K1: To know the principles and values of democracy and sustainable development, in particular, respect for human rights and fundamental rights, gender equality and non-discrimination, and the principles of universal accessibility and climate change. necessary in their professional development. K2: To relate basic humanistic contents, oral and written expression, following ethical principles and completing a multidisciplinary training profile. K7: Demonstrate knowledge of the rules and regulations of artificial intelligence at national, European and international levels for the resolution of business-related artificial intelligence problems in accordance with current principles, standards and regulations. C7: Integrate intelligent data analysis systems with production and service applications into existing IT environments according to criteria of cost, quality, ergonomics, accessibility, security, quality of service and usability.

- Technology, communication and culture: a previous history - Artificial intelligence as infrastructure: the datafied culture - Cultural industries in the face of AI: production, distribution and discoverability - Challenges of journalism in the face of AI: from disinformation to automation - Critical perspectives - Case studies: creation and analysis

A1: MASTER CLASS. Lecture of a theoretical nature given by the teacher in the regular classroom. He/she can use different technologies to support his/her expository activity such as presentations, videos, etc. and carry out formative activities of analysis, reflection, debates on the information provided, etc. 100% de presencialidad / A2: PROBLEM SOLVING AND CASE STUDIES IN THE CLASSROOM. Practical activity (guided problems, tutorials or group work) in the regular classroom. It can use different support technologies in its expository activity such as presentations, videos, etc. and perform training activities of analysis, reflection, discussions of the information provided, etc. but does not require a specific infrastructure. 100% de presencialidad / A2bis: PROBLEM SOLVING IN A COMPUTER ENVIRONMENT: Activity similar in nature to A2 but performed in a computer environment with specific hardware and software. 100% de presencialidad / A3: STUDENT'S INDIVIDUAL WORK: This is the student's individual work outside the ¿classroom¿ and consists of self-study, solving exercises and problems, individual work, etc. 0% de presencialidad / A4: LABORATORY SESSIONS. Practical activities that students carry out in a laboratory environment, using the necessary specific resources and under the supervision and control of the professor. In these sessions the maximum number of students per group is 20 students. 100% de presencialidad / A5: FINAL EXAM Consists of an objective test whose purpose is to verify the acquisition of the knowledge, skills and abilities of the course. 100% de presencialidad M1: SEMINARS AND LECTURES SUPPORTED BY COMPUTER AND AUDIOVISUAL AIDS. / M2: PRACTICAL LEARNING BASED ON CASES AND PROBLEMS, AND EXERCISE RESOLUTION. / M3: INDIVIDUAL AND GROUP OR COOPERATIVE WORK WITH THE OPTION OF ORAL OR WRITTEN PRESENTATION. / M4: INDIVIDUAL AND GROUP TUTORIALS TO RESOLVE DOUBTS AND QUERIES ABOUT THE SUBJECT.