تقبل طلاب الإعلام في مصر و الإمارات لتطبيقات الذكاء الاصطناعي و تأثيرها على مستقبلهم الوظيفي : دراسة في إطار نموذج قبول التكنولوجيا

Abstract EN

The current study aimed at exploring the vision of a non-random sample of mass communication students in Egyptian and the Emirates universities for the expected effects of artificial intelligence applications in the media field, and their awareness of their professional future.

That is in the light of the emergence of many indicators of dispensing with the human element and dependence on the machine in multiple fields in television production, digital media, public relations, and dealing with big data.

The results- based on the technology acceptance model- showed that there is a strong positive correlation with a statistic significant between the easy use of artificial intelligence applications and their expected benefit on job performance.

The results have also highlighted statistically significant differences between mass communication students and the expected ease of artificial intelligence applications' usage according to the following variables: interest level of following up on artificial intelligence applications, level of concern of artificial intelligence effects.

Mass communication students perceived the negative effects associated with relying on artificial intelligence applications in the field of media from their point of view " a threat to human jobs" with mean (M) of 2.75, followed by "weak interaction and human emotions" with mean 2.73, then "scarce creative ideas and reliance on coverage stereotype templates" with mean 2.61.

Lastly comes “inefficiency to cover various issues and events" with mean (M) of 2.60.