Изкуственият интелект в медийните изследвания: Нови възможности, методологични предизвикателства и етични граници
Artificial intelligence in media studies: New opportunities, methodological challenges, and ethical boundaries

Author(s): Petya Stefanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: artificial intelligence; AI; media research; ethics; methodology; algorithms; biases
Summary/Abstract: The article examines the role of artificial intelligence (AI) in contemporary media research, with a focus on the new opportunities it offers for processing and analyzing large volumes of media content and audience data. It explores the transformative impact of AI-based analytical tools through a systematic literature review and a comparative analysis of methods employed in this field, including Natural Language Processing and Machine Learning. These techniques enable the identification of communication patterns, the tracking of public opinion dynamics, and the analysis of misinformation spread. Within this context, particular attention is given to methodological challenges related to algorithmic opacity (the “black box” problem), the validity of results, and the need for theoretical interpretation. Ethical considerations addressed include the protection of personal data and algorithmic biases. The article emphasizes the necessity of a balanced and responsible approach to applying artificial intelligence in media research, one that ensures sustainable and ethical scientific progress while safeguarding the public interest.

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