اتجاهات الإعلاميين نحو استخدام ثقنية الذكاء الاصطناعي في العمل الاعلامي

Abstract

RESUME: This study aims to identify the tendencies of media professionals to adopt and utilize AI technology in some media corporations in Al-Wadi State, and its impact on their media practices, and attempting to forecast the future of using this technology in media, applied on an intentional sample of 60 terms used by some media corporations in Al- Wadi State within the period of April-May 2024. This study adopted a descriptive approach and applied the "Diffusion of Innovations Theory" and the "Unified Theory of Acceptance and Use of Technology" (UTAUT.( The study reached the following results: •Media professionals in media corporations emphasize the importance of the use of AI technologies in media work, based on theirrole in developingpresswork. •Uncontrollability of AI was the top reason for not relying on it Followedby:insufficientfinancialcompetences; and then, by far, significantlegal and ethical discords. • Services-related topics were the top artificial intelligence topics, followed by political, economic, and social topics. •Media professionalsinsist on their opinions, justifying the motives of relying on AI for better time management and more accurate multiple sources of information. •Editing came at the top of mostfunctions depending on AI, followed by production and photo-processing, and then, and by far the mostsignificantmargin, was marketing. •Most media professionalsdefinedtheir Ai knowledge as an average, followed by thosewhohad high Ai knowledge and thenpoorknowledge. •Ratios of reliability on AI werealmostevenwhencomparing Ai use among: "Always", "Sometimes", and "Rarely” usingraters; while "Never" users came later. •The results concluded that the Surveyees were satisfied with the use of AI technology; sample participants expected the spread of Press content based on this technology. •The results also showed, among the positive techniques of this technology,that it enables faster coverage for events, while its disadvantages revolve around ethical concerns followed by the threat to the existence of traditional press channels