آینده پژوهی انقلاب اسلامی

آینده پژوهی انقلاب اسلامی

آینده پژوهی کاربردهای هوش مصنوعی در صنایع رسانه

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیارگروه آموزشی ارتباطات وکسب وکار،دانشکده علوم انسانی،دانشگاه آزاداسلامی واحداصفهان(خوراسگان)، اصفهان،ایران
2 دانشجوی دکتری مدیریت رسانه ،دانشکده حکمرانی ،دانشگاه آزاداسلامی واحداصفهان(خوراسگان) ،اصفهان، ایران
3 کارشناسی ارشد رشته مدیریت خدمات بهداشتی و درمانی از داشکده بهداشت دانشگاه علوم پزشکی مشهد،مشهد، ایران
چکیده
پیشرفت های زیادی تاکنون پیرامون کاربردهای هوش مصنوعی در رسانه انجام شده است، اما هنوز رویکردهای مربوط به هوش مصنوعی درحوزه رسانه کاملا مشخص نیست. در این پژوهش تلاش شده تا تأثیرات این کاربردها بر رسانه پیش بینی شود. روش انجام این تحقیق، آینده‌پژوهی بارویکرد تجسم سازی است. به همین منظور بارویکرد دلفی وروش نمونه گیری هدفمند وابسته به معیار با 16 تن ازمتخصصان وکارشناسان حوزه رسانه وهوش مصنوعی مصاحبه ساختار یافته انجام شد و نظرات آنها در این زمینه دریافت ویافته ها درجهت پاسخ به سوالات پژوهش مبتنی بر سناریوهای پیشنهادی تحقیق دسته بندی شدوسوالاتی ازجمله اینکه چگونه می توان کاربردهای هوش مصنوعی رادررسانه توصیف کرد،پرسیده شد. نتایج نشان داد که توسعه سریع،پیش بینی سناریوهای تحول آفرین،میزان خطای کم،کیفیت محتوا،تولیدآثارخلاقانه تر،الگوریتم سنجش مخاطب وتاثیرچت بات ها دراستخدام نیروی انسانی سازمان های رسانه ای موثراست. نقش هوش مصنوعی در شکل‌دهی به آموزش و توسعه مهارت در بخش رسانه، نیاز به یادگیری مداوم و سازگاری با پیشرفت‌های فناوری را برجسته می‌کند. پرداختن به چالش‌هایی که صنعت با آن مواجه است، از جمله نگرانی‌های حفظ حریم خصوصی، بر اهمیت شیوه‌های اخلاقی، شفافیت و تلاش‌های مشترک برای یافتن راه‌حل‌های مؤثر تأکید می‌کند.با نگاهی به آینده، پتانسیل هوش مصنوعی برای تأثیرگذاری بیشتر بر تولید محتوا، توزیع و تعامل مخاطبان بسیار زیاد است.
کلیدواژه‌ها

عنوان مقاله English

Future studies of artificial intelligence applications in media industries

نویسندگان English

Faezeh Taghipour 1
Vahid Bektashi 2
Ali Janghorban 3
1 Associate Professor, Department of Communication and Business, Faculty of Humanities, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
2 PhD student in Media Management, Faculty of Governance, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
3 MSc the field of health care Management, School of Health, Mashhad University of Medical Sciences, Mashhad, Iran
چکیده English

Many advances have been made so far around the applications of artificial intelligence in the media, but the approaches related to artificial intelligence in the field of media are still not completely clear. In this research, an attempt has been made to predict the effects of these applications on the media.The method of conducting this research is the prospective study of the productivity of visualization. For this purpose, a structured interview was conducted with 16 experts and experts in the field of media and artificial intelligence using the Delphi method and the purposeful sampling method based on the criteria, and their opinions in this field were received and categorized in order to answer the research questions based on the proposed research scenarios. It was asked how to describe the applications of artificial intelligence in the media. The results showed that rapid development, prediction of transformative scenarios, low error rate, quality of content, production of more creative works, algorithm of audience measurement and the effect of chatbots are effective in recruiting human resources of media organizations. The role of artificial intelligence in shaping education and skill development in the media sector highlights the need to continuously learn and adapt to technological advances. Addressing the challenges facing the industry, including privacy concerns, underscores the importance of ethical practices, transparency, and collaborative efforts to find effective solutions. Looking ahead, AI's potential to further influence content creation, distribution and There is a lot of audience interaction.

کلیدواژه‌ها English

application of artificial intelligence
intelligent media
digital audience
robot journalism
Abd Al- Hay, W. (2002). An Introduction to future studies in political science.(Without Edition). Without Place of Publication: Arab Center for Political Studies.
Abdul Hamid, M. (2004). Scientific research in media studies. (1st Edition).Cairo, World of Books for Publishing and Distribution.
Al Jizan, M. (2004). Media research: its foundations, methods, and fields.(without edition), Riyadh: without a publisher.
Al-Jubeir, H. (2008). Features of the Islamic methodology for future studies.(without edition): without a place of publication, book of Al-Bayan magazine.
Al-Khayyat Faydi, Sabah, Jinan. (1998). Artificial intelligence: its concepts,methods, and approaches. (1st Edition). Amman, Dar Hanin for Publishing and Distribution.
Al-Saadi, R. (2011). Future: an introduction to the science of future studies.(1st Edition). Baghdad: Al-Farahidi for Publishing and Distribution.
Al-Sharif K. (2018, October 24). How will the impact of artificial intelligence be on journalism after 10 years? Retrieved from https://www.ultrasawt.com/
Amato, Giuseppe, Malte Behrmann, Frأ©dأ©ric Bimbot, Baptiste Caramiaux, Fabrizio Falchi, Ander Garcia, Joost Geurts et al. "AI in the media and creative industries." arXiv preprint arXiv:1905.04175 (2019).
Arnos, B. (2008). Artificial intelligence. (1st Edition). Cairo: Dar Al-Sahab for Publishing and Distribution.
Arunthavanathan,R. Sajid,Z. Khan,F (2024) Artificial intelligence – Human intelligence conflict and its impact on process system safety, Digital Chemical Engineering,Volume 11, June 2024, 100151, https://doi.org/10.1016/j.dche.2024.100151
Batmaz, Z., Yurekli, A., Bilge, A., & Kaleli, C. (2019). A review on deep learning for recommender systems: challenges and remedies. Artificial Intelligence Review, 52, 1-37.
Bhattarai, A. (2023). Exploring Customer Engagement through Generative AI Innovative Strategies in Digital Marketing Campaigns. Quarterly Journal of Emerging Technologies and Innovations, 8(12), 1-9.
Bohr, A., & Memarzadeh, K. (2020). The rise of artificial intelligence in healthcare applications. In Artificial Intelligence in healthcare (pp. 25-60). Academic Press.
Chan-Olmsted, S. M. (2019). A review of artificial intelligence adoptions in the media industry. International journal on media management, 21(3-4), 193-215.
Chen, L., Chen, P., & Lin, Z. (2020). Artificial intelligence in education: A review. Ieee Access, 8, 75264-75278.
Cheng, G. (2018). Artificial Intelligence in Media Industries; Creating Better User Experiences and Maintaining High Customer Loyalties. Drexel University.
Coldrey , N. (2014). Social networks and media practice. (translated by HebaRabie). Cairo: Dar Al-Fajr (Without the year of original publication).
Croteau, D., & Hoynes, W. (2013). Media/society: Industries, images, and audiences. Sage Publications.
Fink, A., & Schlake, O. (2000). Scenario management—An approach for strategic foresight. Competitive Intelligence Review: Published in Cooperation with the Society of Competitive Intelligence Professionals, 11(1), 37-45.
Fjelland, R. (2020). Why general artificial intelligence will not be realized. Humanities and Social Sciences Communications, 7(1), 1-9.
Gabr, D. (2009). Activating the future vision approach in the study of international relations from recreational existence to strategic necessity. Journal of Political Science: University of Baghdad, No. 38-39,pp. 354-358.
Genest, C., & Zhang, S. S. (1996). A graphical analysis of ratio-scaled paired comparison data. Management Science, 42(3), 335-349.
Gill, S. S., & Kaur, R. (2023). ChatGPT: Vision and challenges. Internet of Things and Cyber-Physical Systems, 3, 262-271.
Guzman, A. L., & Lewis, S. C. (2020). Artificial intelligence and communication: A human–machine communication research agenda. New media & society, 22(1), 70-86.
Hijab, M. (2010). Communication theories. (4th Edition). Cairo, Dar Al-Fajr for Publishing and Distribution.
Hisham, Sh. (2019, September 20). How artificial intelligence affects changing the digital marketing. Retrieved from http://blogaktoblak.com/
Houdhaifa, A. (2019, October 12). Journalism in the age of big data. Retrieved from https://www.noonpost.com/content/29493
International Telecommunication Union. (2019). Artificial intelligence systems in the field of software production and exchange. ITU Publication No. 0-2447.Retrievedfromhttps://www.itu.int/dms_pub/itu-r/opb/rep/R-REP-BT.2447-2019-PDF-E.pdf
Khalifa, I. (2017). Artificial intelligence: the effects of the increasing role of intelligent technologies in the daily lives of humans. Journal of Events Trends, No. 20, pp. 62-65.
Khoma, N., & Vdovychyn, I. (2021). Universal basic income as a form of socialcontract: assessment of the prospects of institutionalisation.socialspacejournal.eu,21(1),97115.http://socialspacejournal.eu/Social%20Space%20Journal%2012021(21).pdf#page=97734
Korteling, J. H., van de Boer-Visschedijk, G. C., Blankendaal, R. A., Boonekamp, R. C., & Eikelboom, A. R. (2021). Human-versus artificial intelligence. Frontiers in artificial intelligence, 4, 622364.
Kosow, H., & Gaßner, R. (2008). Methods of future and scenario analysis: overview, assessment, and selection criteria (Vol. 39, p. 133). DEU.
Layadi, Nasreddine. (2018). Fear of "Netflix". Journal of Gulf Radio and Television, No. 114, pp. 54-56.
Liao,X& Cao,P (2025) Digital media entertainment technology based on artificial intelligence robot in art teaching simulation, Entertainment Computing,Volume 52, January 2025, 100792, https://doi.org/10.1016/j.entcom.2024.100792
Lisha, L., & Abdullah, N. H. B. (2021). The relationship between tourism development and sustainable development goals in Vietnam. Cuadernos de Economأ­a, 44(124), 42 49.https://doi.org/10.32826/cude.v1i124.504
Lv, Z. (2023). Generative artificial intelligence in the metaverse era. Cognitive Robotics, 3, 208-217.
Mac Donald, Micheal (2006) "Empire and Communication, Media Wars of Marshal McLuhan" Media, Culture & Society Vol. ۲۸(۴) Nom. 505-520.
McBride, M. F., Lambert, K. F., Huff, E. S., Theoharides, K. A., Field, P., & Thompson, J. R. (2017). Increasing the effectiveness of participatory scenario development through codesign. Ecology and Society, 22(3).
Mohammed bin Rashid Al Maktoum Foundation and the United Nations Development Program. (2019). Foreseeing the future of knowledge, 2.Retrieved from nowledge4all.com/reports/futureofknowledge2019_ar.pdf
Moravec,V & Hynek,N & Skare,M(2024) Human or machine? The perception of artificial intelligence in journalism, its socio-economic conditions, and technological developments toward the digital future, Technological Forecasting and Social Change,Volume 200, March 2024, 123162, https://doi.org/10.1016/j.techfore.2023.123162
Opdahl,A L& Tessem,B& Nguyen,DTD (2024) Trustworthy journalism through AI, Data & Knowledge Engineering,Volume 146, July 2023, 102182, https://doi.org/10.1016/j.datak.2023.102182
Ottomania, A. (2019). Basic concepts of artificial intelligence. In Khawald, Abu Bakr (Editor). Artificial intelligence applications as a strong trend to enhance the competitiveness of business organizations. (pp. 9-22).Berlin: Arab Democratic Center.
Page, J., Bain, M., & Mukhlish, F. (2018, August). The risks of low level narrow artificial intelligence. In 2018 IEEE international conference on intelligence and safety for robotics (ISR) (pp. 1-6). IEEE.
Pesonen, H. L., Ekvall, T., Fleischer, G., Huppes, G., Jahn, C., Klos, Z. S., ... & Wenzel, H. (2000). Framework for scenario development in LCA. The International Journal of Life Cycle Assessment, 5, 21-30.
Roghani, M., Modiri, M., Fathi Hafshjani, K., & Alirezaei, A. (2021). Futurology of Multi-Criteria Decision Making Techniques Using Philosophical Assumptions of Paradigms in Scenario Writing. Journal of System Management, 6(3), 139-168.
Roshandel Arbatani, Taher(2023) Editor's word Artificial intelligence and changes in the media industry. Media Management Reviews, Volume 2, Issue,1,2023 Pages 1-12, Volume 2, Issue 1,2023,Pages 1-2, 10.22059/mmr.2023.93130
Ruiz-Real, J. L., Uribe-Toril, J., Torres, J. A., & De Pablo, J. (2021). Artificial intelligence in business and economics research: Trends and future. Journal of Business Economics and Management, 22(1), 98-117.
Saheb,T& Sidaoui,M& Schmarzo,B (2024) Convergence of artificial intelligence with social media: A bibliometric & qualitative analysis, Telematics and Informatics Reports,Volume 14, June 2024, 100146 https://doi.org/10.1016/j.teler.2024.100146
Salomأ¤ki, M., Reiman, A., Kauppila, O., & Pihl, J. (2022). Occupational safetyin a construction alliance project: findings from a large-scale Finnishlight-rail project. The Journal of Modern Project Management, 10(1), 18-31. https://doi.org/1019255/JMPM02902
Shehab, A. (2019, July 13). Lebanon is the First of Arab: Journalists Using Artificial Intelligence. Retrieved from https://www.almodon.com/media/2019/7/13
Šiđanski, J. (2024, July). Artificial Intelligence in the Function of Content Creation in Digital Marketing. In International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management (pp. 167-174).
Sparrow, R. (2024). Friendly AI will still be our master. Or, why we should not want to be the pets of super-intelligent computers. AI & SOCIETY, 39(5), 2439-2444.
Sumague, E. N. R., & Briones, J. P. (2022). Impact of Social Media Marketing on the Perceptions of E-Shopping Customers in the City of Santo Tomas,Batangas, Philippines. American Journal of Social Sciences andHumanities, 7(2), 85–96. https://doi.org/10.55284/ajssh.v7i2.793
Tabaghdehi, S. A. H., Ayaz, O., Rosli, A., Tambay, P., & Mughal, W. (2024). The Web Watches and Remembers Everything: The Ethical Implications of Digital Footprints in SMEs Performance. In Business Strategies and Ethical Challenges in the Digital Ecosystem (pp. 307-318). Emerald Publishing Limited.
Van der Heijden, K. (2005). Scenarios: the art of strategic conversation. John Wiley & Sons.
Yella, S. (2024). AI-driven content creation and personalization: -revolutionizing digital marketing strategies. International Research Journal of Engineering and Technology (IRJET), 11(5), 1889-1897.
Zaher, D. (2004). Introduction to Future Studies. (1st Edition). Cairo: Al-Kitab Center for Publishing.
Zhang, H. (2024). Networked Society and Globalization: Unraveling Dynamics, Challenges, and Advancements. Media and Communication Research, 5(1), 74-79.
Zhao,y(2024) The synergistic effect of artificial intelligence technology in the evolution of visual communication of new media art, Heliyon,Volume 10, Issue 18, 30 September 2024, e38008, https://doi.org/10.1016/j.heliyon.2024.e38008
دوره 6، شماره 1
فصلنامه بهار
بهار 1404
صفحه 247-283

  • تاریخ دریافت 28 آبان 1403
  • تاریخ بازنگری 28 آذر 1403
  • تاریخ پذیرش 24 دی 1403
  • تاریخ انتشار 01 فروردین 1404