Journal of Media Studies and Research

The study aims to understand the extent of public relations practitioners' comprehension of artificial intelligence technology in their field, Its importance, future scenarios for its use, expected benefits, the most affected jobs, future relied-upon technologies, anticipated challenges. This study is prospective and relies on the scenario and Delphi methods as its approach. The study was conducted on 30 public relations practitioners, and the results indicate that the majority of them confirm the connection between their work and artificial intelligence technologies. Furthermore, increased reliance on artificial intelligence in public relations will depend on several factors, including organizations' ability to safely adopt AI systems, followed by technological advancements in the field of artificial intelligence and related areas.

- Research Problem: It consists of analyzing the mechanisms of public relations practitioners’ use of artificial intelligence techniques, and its impact on the performance of Iraqi government ministries.
- Research Objectives: It revolves around identifying patterns of public relations practitioners’ use of artificial intelligence technologies, measuring the extent of their awareness of the importance of employing them in Iraqi government ministries, presenting the communication strategies adopted by public relations in the context of their employment of these technologies, and highlighting their applications and digital services that they provide for the field of work of those ministries. Type of Research: The research belongs to descriptive research that monitors the phenomenon, by monitoring and describing the role of artificial intelligence techniques in developing the performance of Iraqi government ministries.
- Research Methodology: The research is based on the media survey approach, by applying it to an available sample of (200) individuals from public relations practitioners in Iraqi government ministries, in the period from August 1 to October 31, 2024 .
- Most Important Conclusions: The research results indicated an increase in public relations practitioners’ awareness of the importance of employing technologies in developing the performance of government ministries, and (photo and video editing) came as the most prominent digital services that the use of these technologies provides to ministries, in addition to the existence of a statistically significant correlation between the extent of public relations practitioners’ awareness of the importance of employing artificial intelligence techniques in developing the performance of ministries and their attitudes towards it, There are statistically significant differences in the attitudes of public relations practitioners towards the role of technologies in developing the performance of ministries according to the variables of the nature of digital services and demographic characteristics, with the exception of the educational level variable.

Addressing the topic of \"Sharia rulings on journalists\' reliance on artificial intelligence to create media content in light of Sharia policy\" is an important topic that must be addressed, given its importance to journalists\' livelihoods and the extent to which this work is forbidden or permissible with the advancement of technology, while media content is compatible with the development taking place within the media ecosystem. The world has witnessed tremendous development in the field of technology, which is now impacting various fields, including journalism. Artificial intelligence has become an integral part of journalists\' reliance on it in the content production process. This development has raised legal questions regarding the legitimacy of journalists\' reliance on these technologies and their compatibility with the legal, ethical, and professional standards governing the journalism profession. This research sheds light on the legal rulings related to journalists\' use of artificial intelligence in developing media content, in light of Islamic policy. The research aims to highlight the positives of Islamic rulings and the risks associated with this use, and to discuss the ethical and professional standards that should be considered to ensure that AI-powered journalism is compatible with Islamic values stemming from Sharia. The study adopts an analytical approach, presenting relevant Islamic texts and the views of jurists and hadith scholars on similar issues. It also attempts to interpret and analyze the applications of artificial intelligence within journalism. I also attempt to employ the application and synchronize it with the Islamic position and the extent to which it conforms to the standards of Islamic policy and the professionalism of the journalist. I hope that this research will contribute to enriching the media debate and lay a foundation for sound Islamic media and emerging issues. It will also provide a closer Islamic perspective for journalists and media institutions in Iraq, enhancing commitment to Islamic principles in light of rapid technological developments and the extent to which they adhere to Islamic policy.

This research aims to identify the effectiveness of AI tools for detecting deepfake content in media content, as well as assess their accuracy and reliability. It also explores the perspectives of journalists and AI specialists on their practical applications. This research uses a qualitative research approach based on content analysis of AI verification tools, specifically Sensity AI and Deepware Scanner, by testing their performance on a dataset of manipulated and authentic media content. Semi-structured interviews were conducted with 15 journalists and five AI specialists to understand the challenges of deepfake detection and the role of AI in journalistic workflows. The findings reveal that while AI tools demonstrate high accuracy in detecting deepfake content in politically motivated media, they struggle with AI-generated audio content. These tools often fail to confirm the original content as authentic, raising concerns and doubts among journalists about their effectiveness. Interviews with journalists also indicate that most news organizations lack training programs and institutional support for deepfake detection, leaving journalists ill-prepared to identify manipulated content. AI experts emphasize the need for continuous updates, as deepfake technology evolves faster than detection methods. The study recommends adopting a hybrid verification model that combines AI detection and manual verification, as well as developing open-source AI tools and specialized training programs for journalists to enhance trust in the media and continue journalistic efforts to combat deepfake content.

The study sought to achieve a primary objective: to identify the contents of artificial intelligence reports on Al Jazeera Mubasher's Facebook page, reveal the duration of the reports that discussed artificial intelligence, identify the positive aspects of artificial intelligence addressed in the reports, and monitor the risks associated with the use of artificial intelligence. The study is a descriptive study that used a survey approach. Within this framework, a sample of (14) reports on the channel's Facebook page that included topics related to artificial intelligence on the Al Jazeera Mubasher's Facebook page were surveyed, covering the period from (June 1, 2024) to (December 1, 2024) using a content analysis tool. The study reached a number of results, most notably that technological content was the most common type of content covered in reports on Al Jazeera Mubasher's Facebook page. Reports on artificial intelligence ranged in length from 1 to 5 minutes. The trends in reports on artificial intelligence on Al Jazeera's Facebook page demonstrated a balanced approach.

Artificial intelligence (AI) applications have permeated traditional media and become deeply embedded in digital media, serving as a key driver of its evolution and innovation. AI is now an essential component of digital media platforms, assuming hierarchical roles in media processing—from sourcing information, categorizing media content, and editing to publishing. Furthermore, AI facilitates targeted audience engagement through processes of inference, extrapolation, and data-driven guidance.
With the increasing focus on sustainability in line with Iraq’s current developmental directions—despite the country’s delayed adoption of sustainability as a critical issue—AI has emerged as a crucial factor due to its integral role in achieving sustainable development goals (SDGs), particularly in quality education and innovation. Sustainability fundamentally revolves around human development, as individuals represent the output of accumulated knowledge and expertise, shaped by enhanced awareness and skills.
The researcher employed a descriptive survey methodology to examine the research problem, selecting a purposive sample of digital media professionals. Data were collected using a questionnaire targeting a sample of 125 respondents. The study found that Iraqi journalists are increasingly relying on AI applications to streamline professional tasks such as writing, editing, and data collection. Resource consumption emerged as a pivotal aspect of sustainability, emphasizing the importance of minimizing consumption while maximizing production—an approach that Iraqi journalists are adopting to contribute to sustainable development. Additionally, the study highlighted that raising awareness and shaping individual behaviors within Iraqi society is fundamental to sustainability, as human development lies at the core of this concept.
The research recommends: training journalists in AI applications, intensifying media efforts in public awareness and education on sustainability, and involving the public in digital content creation for sustainable development by establishing interactive AI-driven platforms.

The study addressed the use of artificial intelligence technologies by correspondents on Iraqi satellite channels. This study is descriptive in nature, as it is most appropriate due to its ability to describe a phenomenon or study a group of audiences to obtain, collect, and classify data and information, and then interpret this data to arrive at conclusions. Within the framework of this study, a survey approach was used on a sample through questionnaires and field interviews targeting 275 correspondents working on Iraqi satellite channels. This data was analyzed to reveal journalists' attitudes toward the use of artificial intelligence, identify the most prominent tools used, and the associated challenges.
The study results showed that 71.43% of journalists are familiar with artificial intelligence technologies, reflecting widespread awareness of its importance in journalistic work.
70% of journalists expressed support for the use of artificial intelligence in journalistic work, while 15% maintained a neutral position, and 15% expressed opposition to its use. The most commonly used tools were speech recognition and text conversion (40%), followed by big data analysis (30%), then news verification and fake news detection (20%), while automatic news generation was the least commonly used, at only 7%.
75.63% of journalists believe that AI contributes to enhancing the credibility of news by improving the accuracy of information and reducing journalistic errors.
The most prominent challenges facing the adoption of AI in Iraqi journalism included a lack of training (37.82%), weak technological infrastructure (25.21%), high technology costs (20%), and fears of job losses (20.17%).
84.03% of journalists supported the need for specialized training programs in AI, reflecting a recognition of the importance of developing technical skills to keep pace with modern developments in the media field.
Despite widespread support for the use of AI, 58.82% of journalists expressed concern that it would reduce the need for reporters, while 29.41% believed it would not negatively impact their traditional role.

This research seeks to shed light on the role of artificial intelligence in the field of creativity and innovation, while simultaneously addressing the legal challenges associated with its various applications. It also reviews ways to enhance creativity through artificial intelligence, emphasizing the need to establish a legal framework that keeps pace with this rapid development to guarantee individual rights and protect the interests of society.
The research problem revolves around answering a primary question: How does artificial intelligence affect artistic and literary creativity, and what are the legal challenges associated with this impact? This question sheds light on the complex relationship between the innovation provided by artificial intelligence in the fields of creativity and the legal challenges that arise as a result of this technology, which calls for a discussion of intellectual property rights and legal frameworks within the context of the discussion. The research aims to analyze the various dimensions of artificial intelligence, its role as a catalyst for innovation, and how it can reshape traditional fields of creativity. The research highlights the need for a balance between promoting creativity and protecting the legal rights of individuals and companies. By addressing these issues, the research seeks to provide insights into how to sustain innovation while preserving legal values in the age of artificial intelligence.
Furthermore, the research highlights the importance of developing an integrated legal framework that responds to the rapid changes in the artificial intelligence environment, facilitating innovation while protecting the legal rights of individuals and innovators. The study also emphasizes the importance of dialogue between innovators and legislators to ensure an appropriate balance.

This study aimed to investigate the role of digital educational media in raising awareness about environmental hazards, with a particular focus on the use of artificial intelligence applications. To achieve this, the researchers employed a descriptive approach along with an almost experimental curriculum, which were deemed the most suitable scientific methods for the study's objectives. The sample comprised an intentional selection of 40 male and female students from the preparatory stage at the Amr Ibn Al-Aas Official School of Languages in Zefta Educational Administration. The study was grounded in the theory of communicative dialogue. Additionally, a scale measuring awareness of climate change was utilized, alongside a proposed educational media program designed to enhance awareness of climate issues across three dimensions: cognitive, emotional, and behavioral. A questionnaire was also developed to gauge middle school students' opinions on improving awareness of climate variables using artificial intelligence applications as an educational program, serving as a data collection tool.
The study concluded that:
1. The teams with statistically significant (0.05 ≥ α α) level differences in the average scores of preparatory students, the pre-application of the research sample in terms of emotion is beneficial to the post-application.
2. The teams with statistically significant (0.05 ≥ α α) level differences in the average scores of preparatory students, the pre-application of the research sample in terms of behavior is beneficial to the post-application.
3. The teams with statistically significant (0.05 ≥ α α) level differences in the average scores of preparatory students, the pre-application of the research sample in terms of cognition is beneficial to the post-application.
4. There is a significant direct (positive) correlation between the ease of use of the augmented reality function in the program (the principle of ease of use) and the degree of interaction between students and climate change content, and it is statistically significant at the significance level (0.01).
5. There is a significant direct (positive) correlation between the level of dialogue interaction in the program (the principle of dialogue plot) and students' understanding of climate change, and it is statistically significant at the significance level (0.01).
6. There is a significant direct (positive) correlation between students’ perception of the information provided (principle of providing useful information) and the extent to which they change their behavior towards environmental issues, which is statistically significant at the significance level (0.01).

This research aims to study the International Development Road Project in Iraq by identifying the political and strategic challenges facing the project, evaluating the opportunities it provides to enhance economic and social development in Iraq, and examining the importance of the International Development Road in Iraq. The research employed a descriptive-analytical approach, analyzing a set of data and information related to the Development Road Project, along with studying economic and social indicators. Additionally, previous reports and studies on the project were used to provide a comprehensive analysis.
The research revealed a set of important findings, the most prominent of which are:
1. The International Development Road Project faces complex political and strategic challenges, including disputes between the central and regional governments in Iraq, as well as regional tensions that may hinder the smooth implementation of the project.
2. The Iraqi government suffers from financial difficulties, including a significant budget deficit, making the funding of the project a major challenge. Additionally, there is a need to find alternative funding sources, such as partnerships with the private sector or international loans.
3. The project provides an opportunity to enhance Iraq’s role as a regional and international trade hub, promoting trade and contributing to the diversification of the economy away from dependence on oil.
4. The project will create significant job opportunities during the construction phase and after its completion, helping to reduce unemployment rates and increase income levels.
5. The International Development Road Project will greatly enhance Iraq's transportation infrastructure, improving roads, ports, and airports, thereby facilitating the movement of goods and people and strengthening connections between Iraq and neighboring countries.
Based on these findings, the research reached several recommendations, the most important of which are: developing multiple financing strategies, including private investments, funding from international funds, and soft loans, and improving project management mechanisms through implementing training programs for the personnel responsible for project management and ensuring the selection of companies with high experience and efficiency.

Amid accelerating digital transformations, artificial intelligence (AI) has become one of the main drivers of modern technology, with its applications expanding to various areas of life, including media and communication. This digital development requires an awareness of the importance of digital citizenship, which aims to guide individual behavior toward the safe and responsible use of technology, especially in areas where individual rights and duties overlap, such as privacy and digital security.
Digital citizenship is an ethical and legal framework aimed at ensuring effective and safe use of modern technologies by raising awareness about how to use them in ways that respect individual rights and promote societal values.
In this context, AI plays a pivotal role in the development of communication and media tools, which increases the importance of promoting concepts related to digital citizenship to protect users from potential challenges and risks such as algorithmic bias and privacy violations.
Hence, the importance of studying the relationship between AI and digital citizenship, particularly in the field of media and communication, with the aim of highlighting the role digital citizenship can play in guiding the use of these technologies in a way that serves society and safeguards individual rights.

In recent years, the sports field has witnessed a noticeable transformation through the integration of artificial intelligence (AI) technologies in training, performance evaluation, and skill development. Despite the significant benefits AI offers in learning sports, athletes face a range of technical and human challenges in adopting these technologies. Among the most prominent challenges are difficulties in adapting to intelligent systems due to limited digital literacy and lack of experience with complex software. Athletes also face issues related to the accuracy of input data, which directly impacts training outcomes and feedback quality. Furthermore, the lack of human interaction is another concern, as AI models cannot always understand the psychological and mental aspects of athletes as human coaches do. There are also growing concerns about privacy and the misuse of personal data, especially in competitive sports environments. This research aims to analyze these challenges comprehensively and propose practical recommendations to overcome them, ensuring effective integration between athletes and technology to enhance performance and achieve better results across various sports disciplines.

This study aims to analyze the role of digital media in supporting clean energy and green economy initiatives among university students. It is a descriptive-analytical study that contributes to understanding the relationship between variables. The study relies on a descriptive-analytical approach to identify the most commonly used digital media in spreading environmental awareness and measuring their impact on environmental knowledge and participation. The study population included university students who use digital media to obtain environmental information. The results revealed statistically significant differences in the level of awareness of clean energy and the green economy based on digital media use. Those who use digital media for more than three hours per day demonstrated the highest level of knowledge about renewable energy sources and reducing their carbon footprint. The study also demonstrated a correlation between digital media use and students' awareness levels, with 64% of students aware of the importance of reducing their carbon footprint, and a high average understanding of economic sustainability (3.0). The study highlighted several challenges facing digital media in spreading environmental awareness, most notably the lack of reliable content (68%), weak student interaction (56%), and prioritizing other issues (52%). To improve the role of digital media, the study recommends promoting reliable content, encouraging student interaction, diversifying digital media, integrating environmental media into university curricula, and addressing challenges affecting the spread of environmental awareness.

This paper aims to demonstrate the role of artificial intelligence in detecting fake news in the media and electronic journalism, emphasizing the potential of this media to be a source of non-misleading news, as well as highlighting the most important techniques used in detecting fake news. The descriptive-analytical approach was used in the study. The study population represented workers in the field of Iraqi electronic journalism. A questionnaire was designed and distributed to 110 workers in the same field to measure their opinions on the topic. After some data analysis, the most important finding of the study was that there is a direct impact of artificial intelligence in detecting fake news in Iraqi electronic journalism. There is a direct impact of artificial intelligence in detecting fake news represented by the following dimensions (detecting sarcasm and irony, detecting fabricated content, detecting fake content, detecting false and fraudulent content, detecting false context, detecting misleading content) in Iraqi electronic journalism.

The research addresses the artistic and professional progression of diagnosing Iraqi television productions (programs and dramas) using artificial intelligence techniques to achieve its objectives and basic conclusions. The research is classified as a descriptive study that adopts a descriptive and analytical survey approach. Media program productions and the diverse themes of drama series have contributed to building a media- and artistically literate society, armed with media and cultural drama knowledge. This is achieved through the use of some modern artificial digital technologies to produce smart television programs, television drama series, and cinema. The research concludes with the most important results and conclusions, which the researcher deems necessary to enrich the research with useful artificial intelligence information, and to benefit all those working in the field of television and cinematic production, both visual and audio. The research revealed the effectiveness of artificial intelligence techniques in embodying the atmosphere of producing TV series and dramas for the 1001 app and store, using visual and audio effects and their intellectual, aesthetic, and philosophical connotations. It also highlighted the effectiveness of smart phosphorescent lighting and color technology in embodying scenes and segments of smart TV and drama programs.

This study examined the impact of modern technology on journalistic content in the era of interactive media, using CNN’s website as a case study. The researcher adopted a descriptive-analytical approach by analyzing selected content published during a specific time frame. The findings revealed that CNN effectively integrated digital tools such as artificial intelligence and multimedia to enhance the speed, interactivity, and appeal of its content. The study also identified structural and thematic transformations in news production, including the emergence of new journalistic formats like data journalism and interactive video. While technology enriched user engagement and audience targeting, it also posed challenges related to accuracy and editorial depth. The study concluded with recommendations for Arab media institutions to adopt advanced technologies responsibly, while maintaining professional standards and journalistic integrity in digital environments.

This study aims to explore the attitudes of Iraqi youth toward the use of artificial intelligence (AI) applications as a source of information, in light of the rapid advancement of digital technologies and the increasing reliance on AI tools in everyday life. The research adopts a descriptive-analytical approach and utilizes a questionnaire as a data collection tool applied to a field sample of (number to be determined) Iraqi youth from various educational and social backgrounds.
The study addresses several key aspects, including: the general level of awareness about AI applications, the motivations for using them to obtain information, sources of trust, and the extent to which these applications are relied upon compared to traditional or other digital sources. It also investigates concerns associated with AI use, such as privacy and information accuracy.
The findings reveal that a large proportion of Iraqi youth demonstrate growing awareness of the importance of AI applications and use them frequently to obtain information in various fields, most notably education, technology, and health. However, certain challenges have emerged, such as limited trust in AI-generated sources and the need to develop digital skills to enhance the effective use of these tools.
The study recommends the need to strengthen digital literacy related to AI within educational institutions and to promote critical and informed use of AI among youth. This contributes to building a knowledge-based society that safely and effectively harnesses advanced technological tools.

Title: The Use of Artificial Intelligence Applications in Precision Targeting During E-Marketing Campaigns: A Case Study of SHEIN
This research investigates the use of artificial intelligence (AI) applications in precision audience targeting during marketing campaigns in the e-commerce sector. The study aims to analyze how commercial platforms, such as SHEIN, utilize AI technologies to enhance the effectiveness of their marketing strategies and increase return on investment (ROI). Adopting an analytical approach, the research explores the role of AI in processing big data to identify target audience interests and behaviors with greater accuracy.
The study focuses on key AI methodologies, including machine learning and big data analytics, to optimize targeting strategies and enable personalized advertising content. It also discusses the contribution of predictive analytics in improving marketing decisions by forecasting consumer behavior and anticipating future needs.
Furthermore, the research addresses critical challenges in applying AI in this domain, particularly regarding data privacy, security concerns, and technological limitations that may hinder full adoption. The study seeks to provide a comprehensive understanding of the balance between marketing efficiency and ethical considerations in the era of data-driven strategies, while raising important questions about the future of AI in digital marketing.

This study aims to identify the effectiveness of communicators on Iraqi news websites in using artificial intelligence (AI) technologies to generate news images, given that images have become a central visual element in digital media content. The study focused on (177) employees in the typesetting and visual editing departments of news websites, as they are responsible for employing modern technologies to produce news images.
The study used a descriptive field approach and a questionnaire to collect data from the sample. The aim was to measure the level of awareness and skill in using AI tools, such as image generation, quality improvement, automatic editing, and other contemporary applications. The study also evaluated the effectiveness of these technologies in terms of speed, accuracy, attractiveness, and credibility, in addition to monitoring the technical and ethical challenges facing those working in this field.

This research aimed to study the effectiveness of using artificial intelligence tools in producing cinematic scripts, by analyzing the application of two automated environments: ChatGPT and Script AI. The research relies on two main approaches: a descriptive-theoretical approach to explore the aesthetic concepts and determinants of cinematic scripts, and an applied-analytical approach to compare two scenarios produced using these tools, according to specific artistic criteria including narrative coherence, character logic, and dramatic depth.
The results showed that the studied tools are capable of generating preliminary cinematic scripts with a sound structure, but they lack the complex human elements such as symbolic expression and deep emotions that characterize human scripts. The study also revealed the ability of artificial intelligence to accelerate the initial writing stages, but these scripts still require human modifications to improve their technical and emotional aspects.
The study recommends the critical integration of artificial intelligence tools into cinematic writing environments and their use as an effective assistant in the early writing stages, while emphasizing the importance of maintaining the central role of the human writer in the full development of scripts. It is also recommended to develop advanced language models that are more compatible with cultural contexts, especially with regard to Arab culture, to enhance their ability to produce cinematic texts that keep pace with developments in this field.

The research yielded several findings, including identifying the viewing habits and exposure patterns of Iraqi media professors to news channels during the war in Gaza, uncovering the reasons for their interest and reliance on Arab satellite news outlets, and determining their level of trust and perceived credibility of these channels as news sources. Moreover, the study assessed the respondents' evaluation of the degree to which Arab satellite channels adhered to professional standards in their coverage, and it established a correlation between this adherence and the level of war news follow-up by the respondents.

This research is a descriptive study that examines the role of Iraqi satellite channels in shaping public attitudes toward terrorism. It is a field study conducted on a sample from the audience in Al-Anbar Governorate, which constitutes the focus of the study. The researcher adopted the survey method to study the audience, relying on a questionnaire as the research tool, which was distributed to a sample of 200 individuals from the Al-Anbar audience.

This study explores the impact of artificial intelligence (AI) technologies on the editing and management of news content from the perspective of news editors working in Iraqi news websites. The study employed a questionnaire and a measurement scale on a sample of 200 respondents to identify the extent of this impact and to assess the levels at which AI technologies are applied in journalism, particularly in news editing and content management. A survey method using a sampling technique, which is one of the approaches of the descriptive survey method, was utilized.
The study reached a set of findings and conclusions, including: the majority of news editors agreed on the clear impact of AI applications in managing news editing, with a general weighted mean of (3.622) out of five weights used in the measurement. This indicates that most online news editors tend to adopt AI applications in journalistic editing, as it has become a necessity to keep pace with the tremendous developments in the field of communication and information technology.

This field study aimed to analyze the impact of employing generative artificial intelligence (AI) technologies in Iraqi television channels on news credibility and to determine the extent to which communication professionals use these technologies in producing, editing, and broadcasting news. A purposive sample of 150 professionals from the news departments of five Iraqi TV channels—representing diverse media orientations—was selected. The study found that generative AI has become an increasingly present reality within Iraqi newsrooms, used to varying degrees in preparing and writing news content. AI contributes to faster news production, saving time and effort while maintaining good quality, though training remains limited and requires stronger institutional support. The most commonly used tools are generative writing systems such as ChatGPT, while visual and data analysis tools are less prevalent