Journal of Media Studies and Research

AI techniques and their tools have been able strongly enter the field of digital media, to be employed in many areas within this field, including the creation or production of digital content, and from this, the issue of the study was launched from the main question: what is the nature of the reflections of AI techniques and their tools on the digital content industry? this question was followed by a set of sub-questions that cover the aspects of the study, and the study aimed to achieve a set of objectives , including: identifying the nature of AI techniques reflections and their tools on the digital content industry , determining the importance of using AI techniques in the digital content creation process, identify the advantages of using AI techniques in the digital content creation process, revealing the mechanisms of the producing digital content using AI techniques, and identifying the considerations that must be taken when using AI techniques in the digital content industry. The study belongs to descriptive studies that are concerned with revealing the nature of the relationships that link between the elements of the phenomenon under study and between them and other phenomena. It used the descriptive survey method, which is the appropriate method to achieve its objectives.

The research monitors the challenges facing the employment of (AI) in the newsrooms of print newspapers, and the assistance of those in charge of editing in the newsrooms to diagnose these challenges. The research is classified as a descriptive research that adopts the field survey method through a questionnaire, as the sample size reached (270) respondents working in the newsrooms of print newspapers in the city of Baghdad, within a specific period that began on February 3 to February 24, 2025 AD. The researchers reached results related to the challenges facing editors in the newsrooms of print newspapers; the most important of which is cultural resistance and innate fear of change among workers, who fear competition with artificial intelligence in threatening their jobs instead of being a helpful tool, in addition to the high costs of its technologies.

This research is a descriptive study in which the researcher used a field survey method. The researcher used a questionnaire to determine the impact of using artificial intelligence applications in journalistic editing on communicators' skills. She also used a comprehensive survey method for communicators in the media departments of the Imam Hussein and Abbasid shrines, totaling (124) respondents. The research reached a set of results. The most prominent results indicate that the respondents use artificial intelligence applications in journalistic editing on a regular basis, at a rate of (49.5%). The results also show the tasks of artificial intelligence applications that assist communicators in completing the journalistic editing process. (Linguistic and spelling proofreading) came in first place with a percentage of (32%), followed by (suggesting titles and topics) in second place with a percentage of (20.2%), and finally (detecting fake news) in sixth place with a percentage of (9.4%), while the research results showed that the skills that artificial intelligence technologies helped develop in the communicator in journalistic editing were (the skill of speed of completing tasks) came in first place with a percentage of (20%), followed by (the skill of linguistic accuracy) and then (the skill of improving the quality of content).

The research examines the significant competition between modern technologies and the human mind. Consequently, there is growing interest in understanding the impact of these technologies on society and their changes in organizational culture. It also highlights the challenges facing the transition to artificial intelligence technologies. The growth and maturity of these technologies has led to the need to adapt and develop policies, regulations, and laws to keep pace with this technological boom in the information age. It also highlights the importance of understanding how these technologies, algorithms, and automation processes can cause major disruptions and societal instability, resulting in repercussions for employing these technologies in various areas of life. It also highlights their impact on individuals and society, discussing the risks associated with these applications, particularly in the fields of culture, media, and security, and the danger of bias and falsification in these applications in decision-making and effective manipulation of information, in accordance with the concepts of information warfare, media security, and electronic propaganda. It also highlights the exploitation of vulnerabilities resulting from the use of artificial tools to feed artificial intelligence-powered surveillance systems with misleading information and feed-back data that systematically crystallize biases and lies. The research is classified as descriptive research, relying on inductive and deductive capabilities and adopting the intellectual processing approach. The research aims to demonstrate the roles of these technologies and smart applications, considering them an intellectual and cultural issue in the digitization of culture and thought, and the shift in the relationship from humans and culture to humans and machines. The research concludes that the relationship between humans and machines should respect the superior capabilities of humans, based on loyalty to values, not loyalty to technology. This relationship also reflects the impact of these values on creativity, individual talent, and collective cultural heritage. It also highlights the disparity in the standards of creativity achieved by individuals and machines, as well as that achieved by humans, the earth, culture, and heritage, governed by cultural norms, not mere digital applications that dismantle culture and distance it from the authentic existence of heritage and privacy, replacing them with transient cultural images. Furthermore, it highlights the risks of bias and errors inherent in automated artificial tools, and the tendency of humans to attribute greater credibility to the results and decisions made by these tools, particularly in the information that has revealed the deceptiveness of online news processing algorithms and the impact this has on political, media, social, cultural, security, and health decision-making.

The research deals with monitoring the importance of artificial intelligence applications and their role in supporting investigative fact-checkers. Its problem is summarized in trying to understand the mechanism of employing applications in supporting the Arab investigative journalist. It is classified among descriptive research that adopts a field survey as its methodology, relying on the questionnaire that was distributed to a sample of (34) respondents, using the snowball sample method. The researcher reached a set of conclusions, the most important of which is that fact-checkers do not rely on artificial intelligence applications completely, that Facebook and Telegram are still witnessing a spread of fabrication, and that the specialty of fact-checking has not yet become independent, and that traditional journalistic institutions are unable to develop their journalistic teams.

The research aims to reveal the levels of reliance of media professors in Iraq on artificial intelligence in relation to the science of public relations, attraction and influence, as well as the extent to which media professors use artificial intelligence techniques in teaching and application, and also to identify the most prominent technical challenges facing media professors when using artificial intelligence techniques، The researcher used the descriptive approach in its field aspect, and the research sample was a random, intentional sample of media professors in various Iraqi universities. The research results showed that the majority of media professors (research sample) do not use artificial intelligence techniques، The results showed that the Chat GPT application is the most widely used artificial intelligence application among media professors who use artificial intelligence technologies. The research results showed that excessive reliance on artificial intelligence technologies by media professors weakens the quality of learning and teaching.

The world is witnessing rapid development in artificial intelligence technologies and applications, leading to the emergence of new security challenges related to AI crimes and cybersecurity, particularly on digital media platforms. This research examines recent global trends in research and studies on these crimes, highlighting the mechanisms of the illicit use of AI in media disinformation, cyberattacks, and digital privacy violations. It also discusses counter-strategies, emerging international legislation, and the role of media and technology institutions in building a safer digital environment. The research presents analytical and predictive models on the future of cyber threats and the prospects of AI in this field, while presenting a future vision that seeks to align technological development with legal and ethical protection. The research concludes with the necessity of adopting a unified global approach to address these challenges within an integrated framework that takes into account security, transparency, and individual rights in the digital space.

The field of digital commercial advertising is witnessing major transformations due to artificial intelligence technologies, which have proven their role in personalizing content and analyzing audience engagement with relative accuracy. This study aims to explore the role of artificial intelligence in enhancing audience engagement with digital advertisements, through a field study of a sample of media professionals in Anbar Governorate, including photographers, program producers, and news editors.

Digital journalism has become the most widespread and widely browsed space by the public, due to the advantages and characteristics of this journalism that make it more widespread among different segments of society. This is what made digital journalism supported by artificial intelligence a promising and great future in dealing with events, information and news when compared to print journalism or other media. From this standpoint, the importance of this research came to know the role of digital journalism supported by artificial intelligence in raising awareness of the dangers of intellectual extremism and promoting a culture of accepting the other party.
The research community is represented by the students of Anbar University who are continuing their official attendance for the academic year (2024-2025). The research sample was chosen as a simple random sample of Anbar University students amounting to (200) male and female students divided into eight colleges, four colleges with a scientific specialization. They are (the College of Medicine, the College of Pharmacy, the College of Agriculture, the College of Computer Science and Information Technology) and four colleges with a literary specialization, which are (the College of Arts, the College of Education for Human Sciences, the College of Islamic Sciences, and the College of Administration and Economics), with (25) forms for each college.
This research is considered a descriptive research. The researcher used the survey method in addition to using the questionnaire as a tool to collect information and data.

The research consists of three main sections: Study Methodology: This section addresses the problem, its importance, the research objectives, methodology, questions, and hypotheses. The second section presents the theoretical framework, presenting the most important literature and studies that have addressed the research topic and the theory adopted in the study. The third section covers an applied study of a sample of elite media professionals working in Iraqi media institutions to determine their perspectives on the research problem. This research is a descriptive study, adopting a survey approach using a questionnaire as a tool for collecting information.

Government institutions face increasing challenges in crisis management, necessitating the search for innovative solutions to enhance effective communication strategies. This research aims to study the role of public relations in employing artificial intelligence techniques for crisis management, with a focus on the Ministry of Electricity. The research relies on a survey methodology using a questionnaire tool to collect data from a sample of public relations workers to determine the effectiveness of AI techniques in improving communication and interaction during crises. The research found that employing AI contributes to faster response times and more accurate data analysis. However, there are challenges related to the lack of training and administrative support, which affect the widespread adoption of these technologies. The research recommended enhancing training programs and developing technical infrastructure to ensure more effective use of AI in crisis management.

The digital world, with its great advantages, has provided unsupposed opportunities for institutions of all kinds, especially in the field of marketing, as communication with the public and convincing them of the advantage of the organisation and its products or services has become an easier, less expensive and more effective process.
Metaverse technology is unique in integrating virtual reality technologies, augmented reality, artificial intelligence and blockchain, which has created a qualitative flap in the digital field. It represented the pinnacle of digital development, as material and digital life is intertwined, allowing users to interact with each other in a more realistic and high-impact way. People in Metaverse can create virtual characters, interact with products and services and participate in social activities. ..... Etc.
Due to the last features of the metaverse technology and the great possibilities provided by artificial intelligence, many international companies rushed to exploit this wide space to offer many investments that are represented by creating digital signs parallel to their real signs and creating virtual spaces that digital users can use as well as design and launch their digital products, as well as developing their marketing strategies to achieve great profits and high competitiveness.
This research seeks to try and identify how major international companies employ metaverse and artificial intelligence technologies in marketing their products and communicating with their fans, by studying the cases of Nike, Adidas and Gucci companies by following up their marketing activities through their digital pages and in Metaverse.

This research examines the implications of major developments in computer technology, or what is known as the digital revolution, and artificial intelligence technology on the outcomes of this revolution, a testament to our era, with its geopolitical, economic, and cultural impacts at the highest levels. The research problem represents the starting point for the research and study process. The study's problem expresses a primary question: "What is the role of artificial intelligence in promoting a culture of moderate dialogue and peaceful coexistence?"
The research falls within the category of descriptive studies, and the survey method is the most appropriate approach for this type of study based on describing the phenomenon. A questionnaire was used as a tool to obtain data and information from the community represented by university professors, considering them a segment of society capable of understanding the concepts of this technology and the dimensions it may entail. The study revealed several findings, most notably: Artificial intelligence, thanks to its great capabilities, is a tool that can be optimally employed to embody the noble values and meanings of humanity. It also contributes to creating stable and tolerant societies based on embracing the concepts of a culture of coexistence, free from division and intellectual discord.

This study aims to explore the role of artificial intelligence in developing media content from the perspective of communication professionals, within the framework of the Unified Theory of Acceptance and Use of Technology. This research falls under descriptive studies and relies on a survey method with a field component. The study was conducted on a sample of 300 communication professionals from various Iraqi media institutions using a questionnaire distributed via email. The findings indicated that 45% of the sample used artificial intelligence applications, while 44.7% used them occasionally, meaning that 89.7% of Iraqi media institutions either regularly or somewhat used artificial intelligence applications. Additionally, more than half of the sample (55%) strongly relied on modern technological applications, with 40% relying on them moderately, and 5% weakly. The results also showed that 75.7% of the study sample agreed on using artificial intelligence technologies to develop media content, while 24.3% opposed this, arguing that it might lead to the use of robots to gather and organize content, which could affect media workers who might lose their positions and jobs if these robots are fully relied upon. The hypothesis that there is a statistically significant correlation between the attitudes of communication professionals toward the application of artificial intelligence technologies in media and the variables of the Unified Theory of Acceptance and Use of Technology (performance expectation, perceived benefits, available facilitation, and expected effort) was confirmed.

Public relations work in the current era is witnessing a development in the field of artificial intelligence, as it has transformed into a more interactive, productive and advanced management, by enabling public relations practitioners to work more efficiently, quickly and intelligently in various fields, including content production, media monitoring, marketing and crisis management.
The study problem revolves around how artificial intelligence can be employed to improve public relations strategies to effectively address crises in the Ministries of Education and Health, and to identify areas of employment of artificial intelligence tools in public relations, in addition to monitoring the positive effects and challenges through the use of artificial intelligence tools, as the research problem lies in the main question (what is the level of employment of public relations practitioners of artificial intelligence techniques in crisis management),
The study sought to achieve a main goal represented in knowing the extent to which public relations practitioners rely on artificial intelligence techniques in crisis management, and the study relied on the theory of spreading innovative ideas in constructing its variables and interpreting its results, and this study is one of the descriptive studies, using the survey method, and the questionnaire tool was used to collect and analyze data based on the available sample, for public relations practitioners at the headquarters of the ministries, the study sample (Ministry of Education and Health), numbering (105) respondents.

This descriptive research aims to examine the attitudes of Iraqi media professionals toward AI-generated digital content, focusing on its uses, impacts, and challenges. The research adopts a survey methodology, utilizing a questionnaire administered to a purposive sample of 100 Iraqi media professionals from various media institutions and outlets. The research framework is based on the Unified Theory of Acceptance and Use of Technology and the Theory of Technological Determinism.
The findings reveal that approximately half of the respondents have a moderate level of knowledge about AI technologies and their applications in digital content production. ChatGPT emerged as the most widely used AI tool, primarily employed for information collection, processing, and verification. The overall attitudes of the respondents were largely positive toward AI-generated digital content, particularly regarding its features, associated challenges, and the implications of its use.
One of the research's key recommendations emphasizes the need for media institutions and outlets to gradually integrate AI technologies into digital content production. A balanced and well-planned approach is essential to mitigate potential drawbacks, particularly concerns related to the diminishing role of human professionals and the possible constraints on creativity and effectiveness.

This research aims to analyze the extent to which Iraqi journalists use artificial intelligence (AI) technologies to manage integrated newsrooms within digital media organizations, and the impact of these technologies on journalistic work in terms of efficiency, productivity, and content accuracy. With the increasing shift toward digital journalism, AI tools, such as automated news generation, data analysis, proofreading, and content management automation, have become an essential part of the media work environment. However, the adoption of these technologies in Iraqi journalism still faces multiple challenges.
The research relied on a descriptive survey approach, with data collected using a field questionnaire targeting 327 Iraqi journalists working in various media outlets, including print newspapers, electronic news websites, and television channels. The sample was selected using a stratified random sampling method to ensure representation of different categories of journalists, such as editors, correspondents, and managing editors.
The results revealed that 70.1% of journalists are familiar with AI technologies, while 54.9% use these technologies in their daily work, reflecting a growing trend toward their reliance. Automated news generation (42.7%) and proofreading (36.6%) were the most commonly used tools, while 64% of journalists acknowledged that artificial intelligence had significantly impacted newsroom management, particularly in accelerating production and analyzing data.

This research explores the role of artificial intelligence (AI) in media as a pivotal factor for developing digital journalistic content through a forward-looking perspective covering several key aspects. The study begins by defining the concept of AI and its evolution, then moves to the importance of adopting AI tools in media work to enhance production efficiency and content personalization. It also discusses the professional and ethical guidelines necessary for digital journalistic publishing amid the increasing use of AI, alongside reviewing methods to protect digital journalistic content from manipulation and plagiarism. Furthermore, the research addresses the significance of social media as a primary source of information and how AI techniques can enhance this role. Finally, it examines strategic applications of AI in newsrooms and their role in automating journalistic work and improving news quality. The study concludes that AI represents a promising horizon for improving media practices, while emphasizing the need for regulatory and ethical frameworks to ensure responsible and effective use.