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Middle East Journal of Communication Studies

DOI

10.71220/2790-5616.1107

Abstract

This study aimed to identify Jordanian journalists’ attitudes toward employing artificial intelligence tools in media content production, examine the extent to which these tools are used, identify the main factors limiting their adoption, and explore the perceived benefits and concerns associated with their use in journalistic work. The study adopted a descriptive-analytical approach and employed a questionnaire administered to a random sample of 306 Jordanian journalists who are members of the Jordan Press Association. The findings showed that 57.9% of the respondents did not use artificial intelligence tools in producing media content, compared with 41.8% who reported using them. The main factors limiting the use of these tools were the lack of accuracy in verifying references and the origins of the information and data obtained, with a mean of 3.89, followed by variations in the quality of information and data generated through artificial intelligence tools, with a mean of 3.88. The findings also indicated that the most prominent uses of artificial intelligence tools involved extracting quantitative information and data, with a mean of 3.92, followed by analyzing digital data, with a mean of 3.79. Furthermore, 71.9% of the journalists considered the use of artificial intelligence tools a current necessity in light of ongoing technological developments. The main perceived benefits included saving time and effort, analyzing large datasets, and improving efficiency and productivity. The main concerns included information security and privacy, potential restrictions on expression and creativity, and ethical concerns related to information credibility. The study also found a statistically significant relationship between the use of artificial intelligence tools and media content production.

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