SOCIOLOGICAL ANALYSIS OF THE ROLE OF THE MEDIA IN THE FORMATION OF TRUST IN ARTIFICIAL INTELLIGENCE

Abstract

This article discusses the issue related to the sociological analysis of the role of the media in the formation of trust in artificial intelligence. The author studied the fields of application of artificial intelligence, its relationship with the media, as well as the concept of natural language processing. Natural language processing is one of the newest technologies of artificial intelligence application and can be integrated by mass media into the process of writing reports and texts. An important place in this work is given to the author’s research conducted in August 2022. The purpose of this study was to identify the relationship between how people relate to the media and artificial intelligence, and how they evaluate headlines created by journalists or AI. The results of the study revealed similarities between texts compiled by artificial intelligence and texts written by journalists. In the final part of the article, the authors formulated the main recommendations for increasing confidence in artificial intelligence in the context of media influence on it. The key conclusion of this scientific work is the following aspect: with automatic text generation, consumers’ perception of the quality of news plays an important role in establishing the relationship between people and artificial intelligence.