مستويات تفاعل مستخدمي مواقع التواصل الاجتماعي مع الحسابات الرسمية لوزارة الصحة المصرية خلال الموجة الثالثة لكوفيد 19 : دراسة تحليلية

Abstract EN

The study aimed to monitor the trends of communicators in Palestinian satellite channels towards employing artificial intelligence techniques in the news content industry.

This is done by determining their level of understanding of these technologies and methods of employing them, the areas of this employment, its motives, and their satisfaction with the level of employing artificial intelligence techniques in the news content industry in addition to revealing the impact of the elements of the unified theory of technology acceptance and use, and clarifying their proposals for employing these technologies in the development of the news content industry.

The study used the survey method through a questionnaire which was applied to a sample of communicators in the Palestinian satellite channels consisting of 86 individuals.

The study explained that the extent of the use of artificial intelligence techniques was weak by 58.1%, moderate by 23.3%, and considerable by 18.6%.

The results also showed that 48.8% of the respondents have a tendency to employ these techniques in the news content industry to a large extent, then to a medium degree by 41.9%, followed by a weak degree by 9.3%.

Moreover, it became clear that there were no statistically significant differences between those communicating with the Palestinian satellite channels in terms of their tendency towards employing artificial intelligence techniques in the manufacture of news content according to the two variables (gender, years of experience), The hypothesis that there are statistically significant differences between the trend of communicators towards the use of artificial intelligence techniques in the manufacture of news content for the elements of the unified theory of acceptance and use of technology and the variables related to individual differences was partially accepted.