Between Human and Artificial Intelligence: The Future of Media Skills in the Context of Digital Transformation

Abstract

  The study aimed to identify the degree to which media students use artificial intelligence tools to assist in generating media content. The study also focused on measuring the impact of the repeated use of these smart tools on media skills among students, specifically the skills related to writing and news formulation, linguistic editing, and critical and media analysis, in addition to skills related to audio (radio) production, montage, and photo editing. The study also presented students’ views regarding other repercussions resulting from the use of artificial intelligence tools, such as similarity in content and ideas, and a decline in confidence in media production. To conduct this study and collect the required data, the researcher distributed an electronic questionnaire to a purposive sample consisting of (99) male and female students majoring in Media Technology at Palestine Technical University – Khadouri, Tulkarm Branch. Using the SPSS program, a set of statistical tests was conducted to ensure the reliability of the questionnaire and to obtain the results of the study, which confirmed a general increase in the use of artificial intelligence tools by media students when producing media content, with a rate reaching 74.8%. The results showed that the repeated use and reliance on these tools led to a decline in some media skills among media students, as the majority of the sample’s responses agreed on the impact on their media skills, especially those related to editing and formulation, such as writing news reports, articles, and journalistic investigations. The study also recommended the need to raise students’ awareness about the impact of these tools on their skills and to focus on supporting and encouraging students to develop their media skills through continuous training and practice.