By Alireza Arab – Public Relations Manager, Sangan Steel Mining Industries Co

As the impact of artificial intelligence on jobs, is this impact on the media challenging or are we considering the start of a new era in the media and news industry?

A strange statement that always involve the human mind is that “computers are stupid”. Media ethics and journalistic principles proves that awakened consciences cannot be forcibly silenced. And with the entry of artificial intelligence into the news arena and newsrooms, will objectivity in journalism, missions, intellectual property, etc., also be observed in the preparation and analysis of affairs? And indeed, in the city of idiots with such speed and, of course, unparalleled accuracy, can we really observe the principle of objectivity?!

Human societies are currently facing emerging phenomena, and if we want to look at these issues with optimism and focus on subjects with the lens of fairness and equality, we will inevitably come to this important point that the transformation of population combinations and generations, the rapid and uncontrollable growth of technology, especially the revolutionary entry of artificial intelligence, will seriously shake the thought centers and traditional frameworks. And we can no longer behave “crookedly” with this phenomenon.

The media has a strange tendency to change with technological progress and development, and since the media has a great effect, society will also be affected by it. But with all these interpretations, the effectiveness or, more tangibly, with the emergence and entry of artificial intelligence and, of course, its impact on the world of news and media, challenges and, of course, golden opportunities will also arise.

Without a doubt, the lifeblood of a news topic is summarized in content creation, and considering the tastes and preferences of the audience, content creation is also more exciting and, so to speak, will buy the audience’s feelings. And multimedia productions, text, etc., will satisfy the audience’s taste.

The way of interaction between people is experiencing different methods every day, and social interactions have appeared and emerged in strange but widespread forms in various formats. Values ​​and, of course, norms have also led to heterogeneous socialization and, so to speak, a generational gap. When we pay attention to the generational gap and its heterogeneity, the difference in families, the growing environment, the way of communication, and of course, the means of communication have caused a phenomenon called the generational gap. Considering the interests of generations Z and Z Plus or Alpha to the virtual world and their dependence on smart electronic devices and new technologies, its impact on changing tastes, uncontrollable intelligence, and the demands of these generations is clearly visible.

According to some thinkers, the issue of generational conflict was not noteworthy before the 20th century AD, and the conditions of different age groups were based on obedience, the principle of mutual respect, and such matters. And after World War II and extensive social, economic and, of course, intangible mental changes in the various social layer, we are considering a change in the needs, interests, goals and ideals of the new generations. Of course, along with this break and discontinuity, there is no doubt that the capabilities and effective power of intelligent technologies and modern intelligences in various fields in recognizing the interests of these generations and attracting specific audiences are other wonders of scientific progress.

There was a famous proverb in ancient China “a picture is worth ten thousand words”. When we look at this Chinese proverb from different aspects, we can understand the value of concepts and content creation from it. And in today’s world, with images and personalizing them based on the audience’s taste, they convey thousands of their unspoken and unspoken words to the audience’s conscious and unconscious mind through this personal content creation or audience personalization. And with the increasing impact of artificial intelligence on speeding up, searching, recognizing and personalizing content producers, we are considering a direct impact on people’s perception. And certainly, this gate-crasher in the production of concepts, content creation, personalization and recognition of audiences will play an important role.

Crisis management in media is like saving a dying body. By using the intelligence of artificial intelligence to be aware of the interests of stakeholders, not only can the principle of prevention be emphasized, but also by engineering thoughts, identifying fake news and exclusive content creation and, to put it politically, timely politics, turn the tide and turn the challenge into an opportunity.

All emerging phenomena, in addition to their advantages, sometimes bring threats or challenges with their entry. And with the entry of artificial intelligence into the media industry, will we consider the elimination or displacement of jobs in this field or not?

With the advent of this modern lifestyle in the virtual world, can we trust the content produced? Is artificial intelligence (AI) truly data-driven, or does it follow the traditional approach of analyzing events and considering existing information to gather and analyze reliable data?

Indeed, the speed of data collection, analysis, and output is a strength that threatens and even eliminates many professions. As military strategists say, “When the number of attacker missiles exceeds the number of interceptor missiles in the defense arsenal, after depleting the reserves, the attacker missiles will hit the target.” This situation is colloquially referred to as the defense system being “outnumbered.”

Will we witness the “outnumbering” of human cognitive abilities and the ability to respond effectively to this information superpower…? Will we be ready?

References:

• Roshandel Arbatani, Taher: “Artificial Intelligence and Changes in the Media Industry,” Media Management Studies, Volume 2, University of Tehran, 1402 (2023).
• Mozaffar, Afsaneh: “Artificial Intelligence and Media Ethics,” IRNA.
• Refer to: Military.ir