Attitudes of Communicators in Palestinian Media Institutions Towards Employing Artificial Intelligence Techniques - Palestine TV as an Example

Abstract

The study aimed to identify the attitudes of communication scientists in Palestinian media organizations towards the use of artificial intelligence technologies, with Palestine TV as a model, for beginners, descriptive analytical beginners. The researcher in this study relied on the questionnaire as the main research tool, The study community consisted of technicians and communicators at Palestine TV, numbering (300) employees, where the size of the study sample was (169) employees. The researcher distributed the questionnaires to the employees randomly, and retrieved (101) valid questionnaires for analysis, i.e. (34%) of the size of the study community, One of the most important hypotheses of this study was that there are no statistically significant differences at the significance level (α≤0.5) between the average responses of the study sample members regarding the attitudes of those in charge of communication in Palestinian media institutions towards employing artificial intelligence technologies attributable to the variable of job grade, The results of the study showed that the trends of the study sample of communicators in Palestinian media institutions towards the use of artificial intelligence technologies as a whole reached (3.70) with a relative weight of (74.1%), and a high level. One of the most important recommendations of this study was to invest in software and tools that rely on artificial intelligence to improve media production, such as editing programs, automatic translation, and data analysis.