Attitudes of Media Professionals Working in Jordanian Satellite Channels (JSC) towards Employing Artificial Intelligence (AI) Techniques in Media Work

Mousa Ahmad Khaireddin; Obaidah Ali Alrababah

doi:10.35516/Hum.2026.8656

Authors

Mousa Ahmad Khaireddin Vise Dean of KUTC, Khawarizmi College, Amman, Jordam https://orcid.org/0009-0006-4014-0982
Obaidah Ali Alrababah Department of Journalism and Digital Media, Faculty of Communication, University of Petra, Amman, Jordan https://orcid.org/0009-0001-8303-4825

DOI:

https://doi.org/10.35516/Hum.2026.8656

Keywords:

Artificial intelligence (AI), Jordanian satellite channels (JSC), awareness, trends, readiness

Abstract

Objectives: The study aimed to identify the attitudes of media professionals working in Jordanian satellite channels towards employing artificial intelligence (AI) technologies in media work. It also sought to assess the extent to which these professionals recognize the importance of integrating AI in the operations of these channels. Additionally, the study aimed to evaluate the readiness of these channels to successfully implement AI technologies in their work.

Methods: A simple random sample consisting of 95 media professionals working in Jordanian satellite channels was selected. The study adopted a descriptive approach to describe the sample and measure its variables, and an analytical approach to answer the research questions and test the hypotheses.

Results: The study found that although there is a good level of awareness among media professionals regarding the importance of using AI technologies in television work, they hold negative attitudes towards employing these technologies in their channels. The study also revealed statistically significant differences in the attitudes of employees towards the use of AI technologies based on gender. Furthermore, it concluded that there is a lack of readiness among the channels to successfully employ AI technologies in their operations.

Conclusion: The study concluded that Jordanian satellite channels need to improve their infrastructure, internal regulations, and organizational culture to be ready to successfully adopt AI technologies in their work. It also highlighted the importance of focusing on training young professionals with moderate experience, as they tend to have more positive attitudes toward the use of AI technologies in media operations compared to others.

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