Applications of Artificial Intelligence Technologies in Saudi Media Institutions and Their Impact on Professional Practices: A Study on Communication Practitioners

Document Type : Original Article

Author

College of Media and Communication imuma Muhammad bin Saud Islamic University Riyadh Kingdom of Saudi Arabia

Abstract

The research aimed to monitor and analyze the resistance discourse of Palestinian media professionals via Facebook in the 2023 Gaza War. A descriptive analytical approach was used as a model for the personal page of media professional Wael Al-Dahdouh, director of Al Jazeera’s office in Gaza. The tools of objective discourse analysis were employed according to the Van Dijk model, and the semiotic analysis of the page’s content of texts, images, videos, and interactivity in light of the public domain theory. Big data tools (Python language) were used to collect data for the intentional sample over a year, starting from Operation Flood of Al-Aqsa on October 7, 2023. It included (78) posts, and reached the most important results:
This study aimed to explore the readiness of Saudi media institutions to implement artificial intelligence (AI) applications in content creation and dissemination. It sought to identify the key AI applications used in Saudi media institutions, examine the role of AI applications in enhancing professional practices among communication practitioners in these institutions, and reveal the primary challenges faced in utilizing AI for professional development. Additionally, the study aimed to determine the essential requirements for the successful implementation of AI technologies in Saudi media institutions and investigate whether there are any statistically significant differences in the responses of the study sample regarding the role of AI applications in professional development, based on variables such as gender, age, educational background, and years of experience. The study followed a descriptive survey methodology and selected a random sample of 260 communication practitioners from Saudi media institutions, using a questionnaire as the research tool. The study found that the readiness of Saudi media institutions to adopt AI technologies was at a “moderate” level, and the use of AI applications in these institutions was relatively low. However, the impact of AI applications on the development of professional practices was rated as “significant.” The main challenges to the use of AI included a shortage of specialized professionals, resistance to change from employees, and high investment costs. Key requirements for the successful implementation of AI included securing financial support and providing specialized training. No statistically significant differences were found between male and female respondents or across age, educational background, or years of experience about the role of AI applications in professional practices.

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References

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