اتجاهات الإعلاميين الأردنيين نحو توظيف الذكاء الاصطناعي في إنتاج المحتوى الرقمي

Ibrahim Fuad Al  Khasawneh; Abdulkareem Ali Al-Debaisi

doi:10.35516/hum.v52i1.5564

Authors

Ibrahim Fuad Al Khasawneh Department of Radio and Television, Faculty of Media, University of Petra, Amman, Jordan. https://orcid.org/0000-0002-7936-7504
Abdulkareem Ali Al-Debaisi Department of Media, Al-Mustaqbal University, Babylon, Iraq. https://orcid.org/0000-0003-0672-7772

DOI:

https://doi.org/10.35516/hum.v52i1.5564

Keywords:

trends, Jordanian media professionals, artificial intelligence, digital content

Abstract

Objectives: To reveal the attitudes of Jordanian media professionals towards the use of artificial intelligence applications in the production of digital content, and the impact of these contents on recipients, and to identify the ethical, legislative and application challenges associated with artificial intelligence technology.

Methods: The study relied on the survey methodology on an intentional sample of 100 Jordanian media professionals who work in both traditional and digital media institutions in Amman.

Results: Jordanian media professionals' attitudes were high in favor of the ability of digital content supported by artificial intelligence to bring about media development, as well as improving the mechanisms for displaying media messages and attracting the audience. Furthermore, the influence of such digital content on recipients through enabling them to live through the event in relevant manner. The results showed that employing artificial intelligence in the production of digital content helps in determining audience-viewing habits, and adopting the personalization feature in distributing news according to the interests of each reader.

Conclusion: The media must use modern strategies to keep up with the changing mechanisms of creating media content, methods of processing it, and methods of dissemination. Artificial intelligence represents; a new environment for media practice that requires Jordanian media institutions to develop their capabilities to keep pace with progress in order to increase the efficiency of media work.

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