Abstract
The study aimed to examine the use of artificial intelligence in the media and explore its ethical implications. The methodology encompassed theoretical analysis, media studies, expert evaluation, content analysis, sociological surveys, and comparative analysis. The research focused on the impact of AI on journalism, particularly in content creation, fact-checking, and the ethical considerations of integrating emerging technologies into journalistic practice. Various aspects of AI applications in the media were analysed, including using tools such as ChatGPT, Logically, and Factmata for text generation and combating fake news. One of the key findings was the determination of the frequency of AI-generated content consumption and the assessment of audience trust in such content. The analysis of the advantages and disadvantages of AI revealed that its primary benefit lies in the speed of content creation, while its main drawbacks include a lack of analytical depth and the potential for errors. Findings from the sociological survey and content analysis confirmed that AI can significantly enhance the efficiency of routine tasks, such as fact checking, but cannot fully replace traditional journalism, particularly in the production of complex analytical materials. Respondents viewed the use of AI for fact-checking positively but expressed concerns regarding potential job losses among journalists. The practical significance of the sociocommunicative aspects of AI use in journalism and the media is considerable within the information landscape, as AI integration facilitates content creation, dissemination, and analysis while enabling media organisations to adapt to audience needs
Keywords
media companies; social interaction; access to resources; algorithms; dynamics
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