This study explored the challenges and opportunities in disseminating scientific content from the perspective of media experts in Jordan. Using a descriptive methodology and a questionnaire, the research aimed to understand the landscape better. The sample included 343 media experts holding master’s degrees or higher in various media fields, along with several journalists actively working in the sector.

      The study revealed several key findings. Chief among them are the numerous obstacles hindering the dissemination of scientific content in Jordanian media. These include a lack of training for journalists on accessing new scientific information, a general absence of critical thinking skills among media professionals, insufficient proficiency in English, a lack of scientific culture, and technical hurdles that limit the use of artificial intelligence.

      The research concluded that while there are significant challenges in disseminating scientific content in Jordanian media, there are also notable opportunities. It emphasizes the necessity of enhancing journalists’ skills, promoting Arab scientific production, and improving access to scientific content. Additionally, it highlights the technical barriers preventing the use of artificial intelligence in Jordanian digital news platforms, such as the need for options to create specialized content and the promotion of reading in Arabic.