اتجاهات الإعلاميين الأردنيين نحو فرص وَتَحَدِّيات تقنيات الذكاء الاصطناعي في إنتاج المضامين الإعلامية الرقمية

Aya Ahmad Rebhi Ali Saleem; Ibrahim Fuad Al Khasawneh

doi:10.35516/hum.v52i6.7908

Authors

Aya Ahmad Rebhi Ali Saleem Department of Media, Faculty of Information, University of Petra, Amman, Jordan https://orcid.org/0009-0000-2170-8671
Ibrahim Fuad Al Khasawneh Department of Radio and Television, Faculty of Information, University of Petra, Amman, Jordan. https://orcid.org/0000-0002-7936-7504

DOI:

https://doi.org/10.35516/hum.v52i6.7908

Keywords:

Trends, Jordanian Media Professionals, Artificial Intelligence, Opportunities and Challenges, Digital Content.

Abstract

Objectives: This study aims to identify the attitudes of Jordanian media professionals toward the opportunities presented by artificial intelligence (AI) technologies in producing digital media content, as well as the accompanying ethical, legislative, and technical challenges.

Methodology: The study adopted a quantitative survey approach, using the questionnaire as a methodological tool to collect data from a snowball sample of 200 Jordanian media professionals working in government satellite and radio stations.

Results: The results highlighted the main challenges, which are: difficulty in fact-checking and using technologies to promote lies supported by audio and visual elements as truths (2.77), inadequacy of legislation regulating the use of AI technologies in media (2.78), and weak infrastructure and budget shortages allocated for it (2.76). The results also emphasized the necessity for Jordanian media institutions to integrate AI technologies in producing media content.

Conclusion: The results concluded that “the automated photographer” is considered the most prominent opportunity for artificial intelligence techniques in producing digital media content, and “the difficulty of verifying facts” is the most prominent ethical challenge, as well as “the lack of legislation regulating the use of artificial intelligence techniques in the media” the most prominent legislative challenges. As for the challenges applied technology; the most prominent challenge was the weak infrastructure, and the lack of budget allocated to it.

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