The Attitudes of Media Students and Professionals toward the Use of Artificial Intelligence Applications in Media Work

Author

The International Media Institute - Shorouk Academy, Egypt

Abstract

The objective of the present study was to elucidate the conduct of media students and media professionals about the utilization of artificial intelligence methodologies for the creation of media content. Additionally, the study sought to investigate the influence of social determinants on their behavioral intentions, specifically, their inclination towards artificial intelligence, as well as their apprehension and assurance concerning the application of artificial intelligence in the media.
According to the study, there is a positive association between one's attitude towards artificial intelligence and their belief in the enjoyment of using AI technologies, as well as their confidence in these technologies. Despite a high level of concern among the study sample about the growing dependence on AI applications in the media, the research revealed that their awareness of the positive impact of utilizing these applications in media work grew over time.
To examine how the Unified Theory of Acceptance and Use of Technology impacts media students' and professionals' intentions and behaviors when using artificial intelligence applications for media content creation, a theoretical model was constructed based on this theory. The findings revealed that social influence and perceived benefit were the most influential factors in the model. Additionally, the study uncovered an important relationship between gender and media work experience.
New variables were introduced in this study to create a comprehensive theory of technology acceptance and use. These variables included attitude, anxiety, and confidence as external factors. Upon analysis, it was discovered that anxiety and confidence did not play significant roles in predicting respondents' behavioral intentions toward artificial intelligence technologies. However, it was found that attitude had a positive correlation with behavioral intention, indicating that a positive attitude towards technology could predict an individual's likelihood of using it.

Keywords

References

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