توظيف تقنيات الذكاء الاصطناعي في المحطات الإعلامية الأردنية في ضوء النظرية الموحدة لقبول واستخدام تكنولوجيا المعلومات

Ibrahim Fuad Al Khasawneh; Aya Ahmad Rebhi Ali Saleem

doi:10.35516/Hum.2025.8527

Authors

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

DOI:

https://doi.org/10.35516/Hum.2025.8527

Keywords:

Artificial intelligence techniques, Jordanian media stations, unified theory of acceptance and use of information technology.

Abstract

Objectives: research aimed to identify perceived benefits of employing “artificial intelligence technologies” in Jordanian media stations, and to reveal the relationship between employing technologies from the point of view of communicators working in stations and one of variables of unified theory of acceptance and use of information technology, variable of expected performance (perceived benefit), as well as the relationship between efforts of communicators and their behavioral tendencies to adopt technologies.

Methods: descriptive study adopted survey method in its quantitative branch and used questionnaire as a methodological tool to collect data from a snowball sample, which consisted of (200) individuals from communicators working in Jordanian governmental and private media stations.

Results: results revealed perceived benefits of employing AI technologies in Jordanian media stations, which are: "Increasing productivity, efficiency and creative opportunities" by (2.76), "Transmitting media content to public quickly, accurately and automatically" by (2.75), and "Broadcasting live 3D footage via drone" by (2.74). The results revealed a statistically significant positive relationship between employing AI technologies in Jordanian media stations and expected performance variable (perceived benefit), and an inverse relationship linking efforts of the communicators and their behavioral tendencies to adopt technologies.

Conclusion: Increasing productivity, efficiency and creative opportunities represent prominent benefits of employing AI technologies in media stations. There is a statistically positive relationship between employing AI technologies and expected performance variable, furthermore, inverse relationship linking efforts of communicators and their behavioral tendencies to adopt technologies.

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