Generative artificial intelligence and its impact on the media. Perception of future professionals

Authors

DOI:

https://doi.org/10.24137/raeic.11.e.6

Keywords:

generative artificial intelligence, journalism, audiovisual communication, media professionals, media students

Abstract

The youth population, as well as digital natives, have been living with AI algorithms for years, making them a very relevant group when finding out their views on this disruptive technology, even in the workplace. In this sense, the objectives of this paper are focused on analyzing the perceptions of media students about the general impact of generative AI in this professional sector and exploring their opinion about the relationship and integration of these AI systems and human professionals. A double quantitative and qualitative methodology is used through the application of an initial exploratory survey and a structured interview with 59 media students. These future professionals do not consider that human labor can be replaced by AI technologies. They believe that it will be an invaluable aid to their documentation work and in terms of time savings, although it will have repercussions on the spread of disinformation and the loss of jobs. Finally, they demand more training in AI to adapt to the challenges that this technology brings.

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Author Biographies

  • Guiomar Salvat-Martinrey, Universidad Rey Juan Carlos (URJC)

    Associate Professor in the Department of Journalism and Corporate Communication at the Universidad Rey Juan Carlos (URJC), where she teaches the subjects "New Technologies and Information Society" and "Infographic Journalism" in the Degree in Journalism. In the Master's Degree in Cultural Journalism and New Trends, he teaches the "Journalistic Design Workshop" and in the Master's Degree in International Journalism, he teaches the subject of "International Data Journalism". He has taught postgraduate courses in European and Latin American universities and carried out teaching and research stays in Germany, Chile and the Netherlands. She has participated in national and international research projects, in which her areas of research revolve around the new specialized journalism generated by new information and communication technologies (ICT) such as Data Journalism, Citizen Journalism and Verification Journalism.

    She currently holds the position of Vice-Dean of Students and University Extension of the Faculty of Communication Sciences of the URJC.

  • David García-Marín, Universidad Rey Juan Carlos (URJC)

    Associate Professor and Researcher Professor of Journalism at the Department of Journalism and Corporate Communication (Universidad Rey Juan Carlos, URJC), where he teaches the subjects "New Technologies and Information Society", "News Genres in Radio and Television" and "Production of Radio News Programs" in the Bachelor's Degree in Journalism. He is a guest professor at the Master in Transmedia Journalism UNED-EFE. He has also directed several courses on digital media and disinformation at UNED. Previously, he was a professor at Carlos III University, where he taught the subject "Media Theory" in English in the bilingual degrees of Journalism and Cultural Studies. His research areas focus on podcasting, disinformation, fact-checking and the intersection between AI and social communication.

    In 2021, URJC awarded him the Innovative Teachers Award in for his project entitled “From podcast to interactive video. Transmedia methodology for the subject New Technologies and Information Society”.

    He is a member of the Task Force against Disinformation of the Spanish Department of Homeland Security (DSN).

    He currently holds the position of Coordinator of Institutional Development in the Faculty of Communication Sciences at URJC.

  • Jessica Zorogastua Camacho, Universidad Rey Juan Carlos (URJC)

    Jessica Zorogastua is a professor and coordinator of the Degree in Protocol, Event Organization and Corporate Communication at Universidad Rey Juan Carlos. She collaborates as a consultant at the Luca de Tena Foundation, a non-profit organization that supports journalism since 1930, which currently develops research, training and social action projects.

    She holds a PhD in Communication Sciences (2016) from Universidad San Pablo-CEU and a degree in Communication Sciences (1995) from Universidad de Lima (Peru). She has specialization studies in Leadership for Public Management (2005) by the IESE Business School of the University of Navarra. She has numerous articles in journals and book chapters.

    She was the Spanish representative in The Marshall Memorial Fellowship, in 2007, a program developed by The German Marshall Fund of the United States, with the support of the U.S. Department of State, which includes an immersion stay in that country and has several professional and academic awards.

    She has more than 20 years of professional experience in technical, strategic and communication consulting for senior officials of the Spanish Public Administration and more than 10 years in private companies and foundations.

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Published

2024-07-31

Issue

Vol. 11 No. Especial (2024): Artificial intelligence and the democratisation of audiovisual creation

Section

Thematic issue

How to Cite

Generative artificial intelligence and its impact on the media. Perception of future professionals. (2024). Revista De La Asociación Española De Investigación De La Comunicación, 11(Especial), raeic11e06. https://doi.org/10.24137/raeic.11.e.6