APPLICATIONS OF ARTIFICIAL INTELLIGENCE IN THE FIELD OF MEDIA IN LIGHT OF COMMUNICATION THEORIES

Keywords: Artificial Intelligence, Communication Theories, Journalism, Media Infrastructure, Sociological Paradigms, Technological Transformation

Abstract

This study explores the integration of artificial intelligence (AI) applications in the media sector through the lens of contemporary communication theories. Amid rapid technological advancements, particularly in the context of the Fourth Industrial Revolution, the media landscape is undergoing profound transformations. The research addresses the epistemological gap between classical theoretical paradigms and the dynamic reality imposed by AI-driven automation, data processing, and content generation. Adopting a descriptive-analytical methodology, this study highlights the limitations of existing media institutions, the underdeveloped infrastructure in the Arab world, and the insufficient training of journalists in AI tools. It also evaluates sociological implications through functionalist, neo-Marxist, and symbolic interactionist theories. The findings highlight the urgency of theoretical innovation, technological investment, and a unified digital culture responsive to ethical and communicative challenges.

References

Abdelrazek, M. M. (2022). Artificial intelligence technologies in media: Reality and future developments – An applied study on media practitioners in Egyptian media institutions.

Al Saud, S. (2022). Educational applications of artificial intelligence in social studies. Journal of Scientific Research in Arts, 3, 147.

Al-Bambawi, H. (2022). The role of artificial intelligence technologies and big data in enhancing the efficiency of digital marketing methods from the perspective of marketing experts. In Proceedings of the 6th CIC International Media Conference: Challenges and Issues of Digital Age Media (pp. 1445–1446).

Al-Ghabari, M. (2023). The role of artificial intelligence technologies in developing technical media. Arab Journal of Media Research, 43, 619–654.

Al-Qusi, A. J. (2010). Using artificial intelligence applications for the development of learning and education processes. Al-Mansour Journal, 14, 39.

Berennen, J. S., Howard, P. N., & Nielsen, R. K. (2020). What to expect when expecting robots: Futures, expectations, and pseudoartificial general intelligence in UK journalism. Journalism, 1–17.

Hussein, A. H. I. M. (2022). Employing artificial intelligence technologies in media work. Journal of Media Studies, 6(1), 241–242.

Khalifa, I. (2019). The postinformation society: The impact of the Fourth Industrial Revolution on national security (1st ed.). Cairo, Egypt: Al-Mustaqbal for Research and Advanced Studies.

Luger, G. (2009). Artificial intelligence: Structures and strategies for complex problem solving (6th ed.). Addison-Wesley Pearson Education.

Salem, D. F. (2021). The effectiveness of using artificial intelligence in social media from the perspective of media education students: Facebook as a model. The Egyptian Journal of Public Opinion Research, 20(3), 1–61.

Views:

331

Downloads:

266

Published
2025-05-23
Citations
How to Cite
Baghdad Bendida, Mokhter Benfetta, Ailas Mohamed, Reffas Noureddine, & Kadi Khalfallah. (2025). APPLICATIONS OF ARTIFICIAL INTELLIGENCE IN THE FIELD OF MEDIA IN LIGHT OF COMMUNICATION THEORIES. International Journal of Innovative Technologies in Social Science, (2(46). https://doi.org/10.31435/ijitss.2(46).2025.3352