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تحولات صنعت رسانه مبتنی بر فناوری هوش مصنوعی: کاربست‌ها، فرصت‌ها و مخاطرات | ||
| بررسی‌های مدیریت رسانه | ||
| دوره 2، شماره 3، 1402، صفحه 366-390 اصل مقاله (1.29 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2024.368379.1069 | ||
| نویسندگان | ||
| سپیده سیروس کبیری* 1؛ سید محمدرضا موسوی2 | ||
| 1دانشجوی دکتری، گروه مدیریت دانش، دانشگاه تربیت مدرس، تهران، ایران. | ||
| 2دانشجوی دکتری، گروه مدیریت تکنولوژی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. | ||
| چکیده | ||
| هدف: هدف این پژوهش شناسایی کاربست‌ها، فرصت‌ها، مخاطرات و تحولات ناشی از به‌کارگیری فناوری‌های هوش مصنوعی در صنعت رسانه است. روش: این پژوهش با روش مرور نظام‌مند و تکنیک‌های اسنادی و کتابخانه‌ای انجام شد. گردآوری اطلاعات از پایگاه‌های علمی ایرانداک، جهاد دانشگاهی، ریسرچ‌گیت، اسکوپوس و سایت‌های مجمع جهانی اقتصاد، مرکز نوآوری و توسعه هوش مصنوعی کشور، کنفرانس تجارت و توسعه سازمان ملل متحد، سازمان ایزو، اتحادیه اروپا و وبسایت‌های تخصصی و خبری حوزه رسانه نظیر رویترز و فارس صورت گرفت. در این مرحله، ۵۰ سند مطالعه و شواهد تحقیقات آن‌ها شناسایی شد. در ادامه، ۱۱ سند فارسی و ۲۲ سند انگلیسی انتخاب و داده‌های استخراج شده دسته‌بندی، ترکیب و تفسیر شدند. یافته‌ها: راهبردها و سیاست‌گذاری‌های حوزه رسانه تحت تأثیر فناوری هوش مصنوعی قرار گرفته است و دو تحول محیطی و محتوایی را رقم زده‌اند. تحولات محیطی در ابعاد زیرساخت و فناوری، منابع انسانی، محیط کاری و ساختار، تأمین‌کننده سه مؤلفه «دانش و مهارت، زیرساخت داده و زیرساخت محاسباتی»، اجزای اصلی توسعه فناوری هوش مصنوعی هستند و در تحولات محتوایی، مدیریت هوشمند محتوا از تولید تا تنظیمگری حاصل شده است. نتیجه‌گیری: گستره کارکردهای هوش مصنوعی در صنعت رسانه متأثر از درک و شناسایی، استخراج مفهوم، استدلال و برنامه‌ریزی و یادگیری ماشین، در حال توسعه است و فرصت‌ها و مخاطرات بسیاری را در مسیر تحول صنعت رسانه رقم خواهد زد. متخصصان این حوزه در سراسر دنیا تحت تأثیر این تحولات، بهدنبال پیاده‌سازی ساختار و سامانه‌های اجرایی و نظارتی هستند تا ضمن صیانت از انواع محتوای رسانه‌ای، از حریم خصوصی کاربران و مشتریان خود نیز حفاظت کنند. | ||
| کلیدواژه‌ها | ||
| صنعت رسانه؛ هوش مصنوعی؛ هوش مصنوعی مولد؛ تحول؛ فناوری‌های پیشرو | ||
| عنوان مقاله [English] | ||
| Media Industry Transformation Based on Artificial Intelligence Technology: Applications, Opportunities, and Risks | ||
| نویسندگان [English] | ||
| Sepideh Ciruskabiri1؛ Seyed Mohammad Reza Mousavi2 | ||
| 1Ph.D. Candidate, Department of Knowledge Management, Faculty of Management and Economy, Tarbiat Modares University, Tehran, Iran. | ||
| 2Ph.D. Candidate, Department of Technology Management, Faculty of Management and Economy, Science and Research Branch, Islamic Azad University, Tehran, Iran. | ||
| چکیده [English] | ||
| Objective The purpose of this paper is to identify the applications, opportunities, risks, and transformations emanating from Artificial Intelligence technologies in the media industry. Research Methodology To conduct this study, the researcher applied the systematic review as the research method. The techniques utilized were based on documentary and library resources. The required data were gathered from various sources including the scientific databases of the Iranian Research Institute for Information Science and Technology (known as Iran.Doc), Scientific Information Center Database (SID), ResearchGate, Scopus, World Economic Forum, Innovation and Development of Artificial Intelligence Center of Iran, United Nations Conference on Trade and Development (UNCTAD), International Standard Organization (ISO), European Union and expert websites and news agencies such as Reuters and Iranian Fars News Agency. Firstly, 50 documents were studied and their research evidences were identified. Then, 11 Persian documents and 22 English documents were selected and their data were extracted, categorized, combined, and interpreted. Findings Findings indicate the direct impact of Artificial Intelligence (AI) technologies on strategies and policies of the media industry, which from a systemic perspective, constitutes the main and important layer of transformation in the media industry. It is the source of transformations in other aspects of the media, too. In the second layer, environmental transformations and content transformations were categorized. Environmental transformations consist of dimensions of infrastructure and technology, human resources, workspace, and structure, which comprise three components of "knowledge and skills, data infrastructure, and computing infrastructure" as the main components of AI technology development. At this level, the hardware and software layers including the technological trends of Artificial Intelligence were categorized. In light of the direct impact of AI technology on media policy and strategy, identifying, selecting, and implementing AI, as a frontier technology, increases the competitive capabilities of the media and consequently promotes media business, as the current and future needs of the media bear witness to this very point. Such technologies provide tools for data gathering, data processing, data analysis, and smart data management. In other words, they provide the components of data infrastructure and computing infrastructure to employees and managers of media in departments of human resources. The human resource level consists of managers, employees, and users. Although the use of AI reduces the presence of human resources, for some media positions and jobs, the transformation in the managers' attitude, affected by the transformation in the aforesaid strategies, leads to the creation of a compatible workforce (for employees) and the implementation of systems that facilitate career transition. Emergence of insights concerning the application of new technologies in business optimization (digital transformation insight) and offering support for knowledge and skill enhancement for the promotion of knowledge-oriented, skillful, and proficient human resources with smart tools (leadership insight), occur at the level of managers and decision-makers who transform social capital and intangible knowledge capital in the media. This process leads to creating authority in the field of regulation and smart monitoring of content management and bring about the growth of return on investment (ROI). Satisfaction, visibility, and impact on the media audience are important. Smart interaction with the audience, through modern technologies, enables the media to record, process, and analyze their data, rapidly, easily and precisely. Hence, decision-making by content creators and media managers will be based on the real requests and needs of users. This guarantees the satisfaction and loyalty of the media customers and enormously strengthens the media business. The workspace is affected by AI technologies in three layers namely physical; cyber and physical-cyber layers. The findings show that pioneer media have integrated AI services as partners of human resources in their professional space and have turned the threats into opportunities to develop the knowledge and skill capabilities of human resources. The digital transformation brought up the idea of developing workspace in the cyber environment and the context of communication networks. With the development of AI technologies, it is expected that hybrid workspaces, including physical workspace and cyber workspace, will be promoted in the near future. Traditional structures of media organizations are affected by digital transformations and AI transformations. Communication and information technologies take a network structure that makes it possible to have wide interaction between all stakeholders of the media industry. In reviewing the field of content transformation, smart content management was achieved by taking into account various pertaining stages from production to regulation. Other subcategories were placed in the next levels, based on data extracted from the resources. Then they were combined in the form of a table. Discussion & Conclusion This research presented the potentialities of AI technologies, which have become an essential tool for achieving success in the modern digital era and have played an important role in the transformation of the media industry from the perspective of innovation, competition, regulations, and ethics. In this study, various aspects of these technologies, including applications, risks, and opportunities resulting from the use of AI in the media field, were investigated. The findings of the research show that strategies and policies in the field of media, all over the world, have been affected by AI technologies. The functions of AI in the seven sub-fields of the media industry, in the form of applications, are very wide and ever-increasing. These functions are affected by the main aspects of AI, including understanding and identification, concept extraction, reasoning and planning, and machine learning. These technologies will create a plethora of opportunities and risks in the evolution of the media industry. Experts, all over the world, affected by smart transformations, are looking for the implementation of executive and supervisory structures and systems to make them efficient enough to protect the privacy of their users and customers as they protect all types of media content. AI has transformed the content while reducing costs and time needed to implement the strategies of the dynamic media industry and it has contributed greatly to the agility of media organizations. Adapting to environmental changes is one of the necessities of media organizations active in this industry. The findings of this research categorized the environmental and content transformations of the media industry in different layers and then transported and interpreted them in a table. The knowledge 4.0 era and digital transformations have changed the traditional formula of media success. It has made use of new technologies in this field and transformed the way of producing, publishing, experiencing, and monetizing content. | ||
| کلیدواژه‌ها [English] | ||
| Media Industry, Artificial Intelligence (AI), Generative Artificial Intelligence, Transformation, Frontier Technologies | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 126 تعداد دریافت فایل اصل مقاله: 184 |
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