Mass Communication Research Articles

Perspectives of Generative AI in the Context of Digital Transformation of Society, Audio-Visual Media and Mass Communication: Instrumentalism, Ethics and Freedom

2022 is called the year of “generative AI,” and the increased interest in ChatGPT in 2023 proves not just a sign of the popularity of neural networks among the mass audience but rather a trend. The number and quality of neural network models are growing, accelerating the digital transformation of society and its subsystems towards a new paradigm – Society 5.0. In this study, the authors analyze the functional potential of generative AI in the fields of social development, mass communication, and audiovisual media and identify several serious ethical challenges and dilemmas directly related to the operationalization of this digital technology. Along with the techno-optimistic concepts of “digital happiness” and “super smart society” and the excitement of fast and efficient operation of technologies using FM and LLM, even the most progressive adherents of Society 5.0 do not deny the existence of a number of risks to society and humans generated by AI, among other things. It goes about the threat of rapid and convincing multiplication of fake news and narratives, excessive dependence, the risk of copyright infringement and related ethical dilemmas, challenges to freedom of creativity, the instrumentalization of intellectual and artistic (including audiovisual) practices, digital manipulation of consciousness, and social exclusion associated with the deformation of the existential foundations of human life and communication.

Generative AI and Investigative Journalism—An Application of Baumol's Cost Disease Across Mass Communication Sectors

Generative artificial intelligence (AI) has transformed various industries, automating tasks and enhancing productivity. Yet, its impact varies across sectors. In mass communication, AI has notably benefited entertainment, public relations, and advertising. However, it poses a lesser advantage for investigative journalism, where labor-intensive research and other highly specialized activities depend on highly educated journalists. This situation parallels Baumol's concept of a cost disease, which applies to labor-intensive “stagnant” service sectors such as healthcare, education, and the performing arts. These sectors rely heavily on human labor and struggle to achieve significant productivity gains from technological advances. This means they may require decreasing wages or increasing subsidies to compete with more productive industries. In mass communication, this phenomenon could be especially pertinent to (investigative) journalism, which directly competes for attention with other communication forms. This could exacerbate pressures on wages and working conditions, hindering the attraction of talent to the field and necessitating higher public spending on this vital journalism form. This commentary presents a cross-industry analysis of the impact of generative AI on communication sectors and derives directions for further research that would enhance our understanding of journalism's economic viability in a digital communication landscape and inform policy makers to address the affiliated societal challenges. It closes with a discussion of Guzman and Lewis’s call for more cross-industry research on AI in communication industries.

Audience Perception of Female News Anchors: A Study of Africa Independent Television (AIT)

This study examined the perception of mass communication students on female news anchors in Africa Independent Television (AIT). The purpose of the study is to determine viewers perception on the physical characteristics of female news anchors on Africa Independent Television (AIT); whether viewers' attention is diverted from the news by the appearance of these anchors; and whether viewers' attention is affected by their physical appearance. . The study was guided by Social Perception Theory. Using survey method quantitative approach was used. The population of this study made of 5032 students in Federal Polytechnic Bauchi within period of the study (Academic Unit, 2024). 346 sample size was used. In gathering the data, questionnaire was used. Data of the study was analyzed using descriptive analysis. The sstudy indicated that, the appearance is generally viewed positively; certain aspects of attire may inadvertently cause distraction. The study conclude that, the perception of Mass Communication students regarding female television news anchors on Africa Independent Television (AIT) is generally positive, emphasizing professionalism, competence, and credibility. It is recommended that, AIT should continue to promote gender equality by ensuring equal representation of male and female anchors across all news programs.

Communication Strategies Employed By 103.9 MMUST Fm to Capture Listeners’ Attention Regarding COVID-19 Pandemic in Lurambi Sub-County, Kenya

The COVID-19 pandemic occurred so unexpectedly and spread so fast that the media had to play its role of informing and educating the public about it. The people were in panic and the Kenyan government invested in strategies to address this like the daily speeches and text statements on COVID-19 through the available media for the masses. This saw media stations such as MMUST FM change tact to improve on their efficiency and thus new strategies of communication were adopted alongside the existing ones. The current study seeks to investigate the communication strategies adopted by MMUST FM from 2020 to 2021 to capture the attention of residents of Lurambi Sub-County regarding COVID-19 messages. The study was guided by the Framing Theory of mass communication. It adopted the descriptive survey research design where a mixed-method approach was utilized to collect, analyze and present data. The participants were 115 residents of Lurambi Sub-County as selected using Krejcie and Morgan’s formula with a confidence level of 95% for a population of 188,212 people. In addition, 6 key informants comprising 4 MMUST FM producers and 2 COVID-19 health experts interviewed by the station at the time were purposively selected for in-depth interviews. Data was collected using questionnaires from the residents and interview guides from the MMUST FM producers and the COVID-19 health experts. The validity of the qualitative data was achieved by establishing trustworthiness while the validity of the quantitative data was calculated using Cronbach Alpha Co-efficient calculations. A descriptive analysis of the quantitative data while a thematic analysis of the qualitative data was presented. From the study, we also realize that the station used communication strategies similar to the other media stations during other pandemics such as message consistency, honesty, the language used and how humanity and empathy were communicated while advocating for behavior change. However, the study reveals that the strategy that stood out with 103.9 MMUST FM is the radio program that was slotted to address the issues about COVID-19 when the pandemic was at its peak. This among the existing strategies helped the station successfully broadcast on the COVID-19 pandemic.

The Analysis of the Phenomenon of Pan-Entertainment in the Era of New Media

Abstract: Digital media, such as computers and cellular phones, have undergone a period of accelerated development since the second half of the 19th century, with the general public becoming increasingly immersed in the new media age. In the digital age, there has been a significant increase in the variety, scope and speed of mass communication, facilitated by a wider variety of technologies. The accessibility of information has also increased, especially compared to the era of traditional media. Entertainment as a component of communication has proliferated in many ways and has become a ubiquitous aspect of public life. However, in the context of contemporary society, the prevalence of pan-entertainment has given rise to the phenomenon of pan-entertainment, whereby almost every aspect of life is regarded as forms of entertainment, deserving social attention. This paper discusses the phenomenon of pan-entertainment in the context of the new media era, combining theory and case study. Using the example of comedian Li Haoshi (HOUSE) and his fans, the paper explores the role of media and capital, technological development, and social demand in the emergence of this phenomenon. Finally, the paper argues that while entertainment is positive, the public must be alert to its potential harm to aesthetics, spirituality and values. To this end, the paper suggests measures at the educational, law and platform levels.

Newsmaking Criminology in the 21st Century: Forming the Public Opinion under the New Reality

Objective: to study the concept of newsmaking criminology and its relevance in the current conditions of mass media development.Methods: the methodological basis of the work consists of general scientific, social, and special-legal methods of cognition. The conducted research is based on the dialectical method (in determining the general direction of the study), methods of formal logic (analysis, synthesis, induction, deduction, analogy), system method (in comparing and generalizing the information collected for the research).Results: the functions of newsmaking criminology in its classical manifestation, as well as its additional functions in the study of mass media in the Internet, were revealed. It is suggested that with the emergence of the World Wide Web, the relevance of newsmaking criminology has increased: social networks, blogs and video hosting as alternative media have a strong influence on public opinion, while an unlimited number of people have access to content generation, contrary to traditional media. Many states understand the importance of interaction between mass media and law enforcement agencies and are actively implementing their methods of promoting newsmaking criminology online. This article points out the risks that arise in media coverage of law enforcement and crime. One of such risks is the cancel culture, which is spontaneous, unpredictable in nature, and may jeopardize the quality of life of the victim or business reputation and activity of organizations.Scientific novelty: the functions performed by newsmaking criminology in the study of traditional and alternative media were identified. So far, such doctrine has not been sufficiently researched taking into account modern forms of mass communication. Examples of interaction between law enforcement agencies of different states and the media were analyzed.Practical significance: the study contributes to understanding the correlation between criminological phenomena and modern media platforms. The Internet and social networks provide new channels of information exchange that differ significantly from traditional media such as printed media or television.

Ethics in Nigerian higher education: Mirroring the dilemma in mass communication departments

Ethics in Nigerian higher education: Mirroring the dilemma in mass communication departments

IMPACT OF MASS MEDIA ON LOCAL BUSINESSES CASE STUDY IN MANGOCHI DISTRICT

Every business one way or the other gets advertised, it can be a poster on one’s door or a commercial advert on the national broadcasting station. The aim of all these efforts is to attract customers, increase awareness, and introduces a new product and many more. Mass media is the only platform that allows entrepreneurs to reach a wide area because of its ability to extend media coverage. Mass media refers to a diversified collection of media technologies that reach a larger audience via mass communication. Mass media is every wide area that cover different media channels form print media, electronic media and social media. All these aspects are part of mass media. Therefore, having noted what mass media is, this study will aim at finding the impacts of mass media on local businesses in Mangochi district. The research will try to find how local entrepreneurs are using mass media in their business, the challenges that local entrepreneurs are facing in relation to mass media, benefits that local entrepreneurs are obtaining with the help of mass media and many more. The aim of this study is to find whether mass media is important to a local business or not. This study will use qualitative method in collecting and analyzing the data. The researcher will collect the data from 40 prominent business entities with Mangochi using a questionnaire and will analyze the data using the thematic data analysis. From, the analysis the research will present the findings in a discussion form and a comparison with the literature review will be conducted. The aim of comparing the two (actual finds and literature review) is to know whether the researcher’s findings are corresponding to what other people have already find out. Finally, the researcher will write a report on his findings and give a recommendation. KEY WORDS: mass media, local businesses, social media, challenges and benefits.

“Influencers” e intención de compra centennial. Efectos pioneros persuasivos desde el atractivo físico y social

Social networks have proliferated in the paradigms of mass communication. The figure of the influencer becomes of high interest due to its impact on new types of consumption. In the diversity of consumers, the centennial generation stands out for its profile involved in the digital environment. The importance of the influencer in consumer decisions becomes relevant in the study. Physical and social attractiveness are determinants in the formation of effects on the purchase intentions of this generational segment. The objective was to analyze the effect of physical attractiveness on social attractiveness and purchase intention and to confirm the mediating effect of social attractiveness. A sample of 132 generation Z university consumers was analyzed. Through a regression model with mediation, the direct persuasive effects of physical attractiveness on purchase intention and the catalytic effect of social attractiveness between such variables are confirmed.

STRUCTURAL AND FUNCTIONAL ASPECTS OF POLITICAL COMMUNICATION IN THE CONTEXT OF MODERN SOCIAL DEVELOPMENT

The article highlights the structural and functional features of political communication as a process of communicative interaction in the political sphere in the conditions of modern social development. It was determined that political communication is a communicative process of mutual exchange of political information and broadcasting of political discourse among political subjects, state administration bodies, civil society, aimed at achieving consensus in making political and managerial decisions, legitimizing power and maintaining the stability of the democratic political system through means mass communication, Internet social networks, informal contacts, etc. The leading functions of political communication in terms of its structural elements are distinguished: 1) subjects of political communication: citizens, state authorities and management, political parties, movements and associations, civil society institutions, associations and groups of users of social networks on the Internet etc; 2) feedback between the subjects of political communication, acting as a communicative interaction that takes on different forms of information exchange; 3) information message as a relevant political discourse; 4) channels and means of information transmission and two-way communication between subjects of political communication.

Designing persuasive communication models for vaccine acceptance in isolated communities: A mass communication approach

This study introduces the Persuasive Communication Model as a novel approach to address vaccine hesitancy in isolated U.S. communities, where infectious diseases such as measles and influenza continue to pose significant public health threats. By integrating mass communication theories like the Elaboration Likelihood Model (ELM) and Social Cognitive Theory (SCT), with AI-driven message personalization, the model effectively tailors health communication strategies to the cultural, cognitive, and socio-economic contexts of vaccine-hesitant populations. In a randomized controlled trial, the model increased vaccination uptake by over 20% compared to traditional methods, while also enhancing trust in healthcare systems. The model’s adaptive communication, utilizing both digital platforms and community leaders, was instrumental in overcoming barriers related to geographic isolation, religious beliefs, and cultural resistance. These findings are particularly relevant for enhancing national public health security and reducing the economic burden of vaccine-preventable diseases. The study highlights the model's superiority over static communication frameworks, offering scalable applications for broader public health interventions.

Development of the cognitive-behavioral communication (CBC) framework: A novel approach for mass communication in contact tracing during infectious disease outbreaks

The Cognitive-Behavioral Communication (CBC) Framework was developed to improve public compliance with contact tracing during infectious disease outbreaks, addressing the gaps exposed by the COVID-19 pandemic in the United States. These gaps, including public distrust, misinformation, and privacy concerns, hindered traditional contact tracing efforts. The CBC Framework integrates mass communication theories, cognitive-behavioral strategies, and AI-driven message personalization to enhance public engagement. The framework was tested through comparative field trials, with one group receiving personalized communication via the CBC model and another receiving standard public health messages. Results showed that the CBC group achieved a significantly higher compliance rate (85.6% vs. 66.4%) and a 33% reduction in privacy concerns. AI-driven messages also increased relevance over time, with 86.2% of participants reporting improved message relevance. Public trust was significantly higher in the CBC group, with positive sentiment at 67.5% compared to 45.2% in the control group. These findings have particular relevance to the U.S., where challenges like distrust and privacy concerns have impeded the effectiveness of contact tracing. The CBC Framework presents a scalable solution to improve compliance, trust, and overall public health outcomes during future outbreaks.

Design and development of an ai-driven communication model for stimulating memory recall in patients with Alzheimer’s and other neurodegenerative diseases

This study presents the development and evaluation of an AI-driven communication tool designed to stimulate memory recall in patients with Alzheimer’s disease and other neurodegenerative disorders. The tool integrates machine learning algorithms, including Random Forest and Long Short-Term Memory (LSTM) networks, with mass communication theories to deliver personalized and adaptive communication strategies. The AI models were trained and tested on patient interaction data, enabling the tool to dynamically adjust its prompts based on real-time cognitive states. Performance metrics such as accuracy, precision, and AUC-ROC were used to assess model efficacy, with the Random Forest model achieving the highest performance across all metrics. Clinical trials demonstrated significant improvements in memory recall and emotional engagement in patients using the AI tool compared to standard cognitive stimulation therapy. Caregivers also reported higher satisfaction with the tool's usability and impact on patient interaction quality. These findings highlight the potential of AI-driven, personalized communication tools to revolutionize Alzheimer's care, offering scalable, adaptive interventions that improve cognitive and emotional health. Academically, this work advances the integration of AI and health communication, emphasizing culturally sensitive and patient-centered approaches. In healthcare, it presents a promising non-pharmacological intervention that can be easily scaled for widespread use, potentially reducing caregiver burden and improving patient outcomes.

SOMOS POLITICAL MOVEMENT: FROM THE EMERGENCE TO THE FRACTIONATION OF THE LGBTQIA+ STRUGGLE

This study aims to understand the emergence and consolidation of the LGBTQIA+ political movement in Brazil, focusing on the 1970s and 1980s. The study was guided by the question of how and why the LGBTQIA+ political movement originated in Brazil. The investigation followed a bibliographical and documentary research, anchored in the materialist-dialectical method. The theoretical support was provided by the works of Cruz (2018), Green (2018), Mott (2018), Quinallha (2022), Trevisan (2018) among other authors dedicated to the theoretical unveiling of the problem. The historical moment that gave rise to the movement, the importance of the mass communication process through the press, the internal political-ideological struggles for the conception of the LGBTQIA+ social and political movement and the reconfiguration of the homosexual movement in Brazil in the 1990s are highlighted. In the conclusion phase, the period is identified as fundamental for the organization of the initial struggles against homophobia and for the affirmation of the movement as instruments of collective struggles for rights.

The Message Of Da'wah In Films And Criticism Of The Concept Of Reincarnation

The concept of reincarnation is often a controversial topic because it raises deep theological debates. Film, as a mass communication medium, has the potential to spread thoughts or beliefs, including reincarnation. One of the films that raises this theme is Along With Gods 2: The Last 49 Days, a production work from South Korea. Seeing the potential negative impact of the concept of reincarnation on Muslims, this study aims to analyse and criticise the concept based on the teachings of Islamic law—qualitative method with Charles Sander Peirce's semiological approach. The data obtained from the film were analysed using Peirce's semiotic theory through the analysis of the concept of trichotomy. The results of the study showed that there were 25 scenes related to reincarnation in the film, of which eight messages of faith and three moral messages were found that contained da'wah values. Criticism of the concept of reincarnation is based on its irrationality and contradiction with Islamic teachings. In Islam, resurrection is believed to occur on Yaumul Ba'ats, the day of resurrection to account for charity, and not in the form of rebirth in the world as depicted in the concept of reincarnation.

İNFORMASİYA CƏMİYYƏTİ ŞƏRAİTİNDƏ İCTİMAİ RƏYİN FORMALAŞDIRILMASI

The article is devoted to the study of the phenomenon of public opinion in modern information society. Identification of the main characteristics of public opinion in the information society is carried out by studying mass communications. The process of public opinion formation involves a complex interaction of various factors that affect the interpretation of information

INFLUENCERS: THE IMPORTANCE OF PERSONAL BRANDING ON INSTAGRAM

In the era of globalization, social media is considered an effective tool of mass communication. In this study, a qualitative approach is employed to analyze the Instagram account of Gantar Surapati using a visual approach methodology. The results show that the visual communication techniques employed in this study are essential for understanding, reading, and interpreting the meaning behind images, photographs, videos, and other forms of visual communication. The research demonstrates how content can shape a positive personal brand and provides practical guidance for influencers on improving their brand presence by resonating with their audience. This line of research could help further refine strategies for creating lasting and credible personal brands in the rapidly evolving digital landscape. This study contributes to the understanding of effective content creation for personal branding on social media, specifically Instagram. This is what attracts the researchers to study it and becomes the focus of problems in research related to the use of Instagram as a medium to build and improve personal branding.

What Generative AI Means for the Media Industries, and Why it Matters to Study the Collective Consequences for Advertising, Journalism, and Public Relations

How should scholars make sense of the rapid growth of generative artificial intelligence in media work? In this commentary, we argue that researchers can begin by stepping outside of their intellectual silos to see how the challenges and opportunities posed by generative AI are commonly shared across the media industries. We focus on three primary mass communication domains—advertising, journalism, and public relations—to illustrate how media professionals across these fields are adopting similar AI technologies (e.g., machine learning, natural language processing, and recommender systems) for often similar purposes (e.g., content creation, audience engagement, and business operations). Even more, the uptake of AI has profound consequences—for ethical norms as well as roles and relationships of humans and machines—that may be best understood across media industries more so than within them in isolation. Ultimately, a more cross-industry approach to scholarship could develop a more encompassing picture about AI's impact on media work and media consumption.

Typology of Muslim Audience in Responding to Media Contents Consist of Religious Symbols

Audience is one of central terms that related with media according to the historical of the terms and the mass communication discourse. On the other sides, audiences referring to several authors who have given their concerns to it, audience related to economic, business, technology, politic, and etc. interest. Audience came after the media invented. However, the audience dynamic from the previous (ancestor) periods to our current time still relevant to be explored, described, and explained particularly that related to the Muslim community as the increasing community in world and as major community in Indonesia, in this research look through the religious symbols on media contents to be based of category of Muslim audience as the actor related with the media. Therefore, this research tries to find the typology of Muslim audience in responding to media contents consisting of religious symbols. This research using quantitative and qualitative data which was collected through cross-sectional survey. The UG approach and Active audience approach promoted by authors as Biocca being the theoretical based in collecting and analysis data of this research. The descriptive statistic is the quantitative result to be based the typology and the qualitative data to find the enrich and deeper description and explanation about how Muslim use media until researcher be able to make the categorization of Muslim audience regarding how they have responded to media contents consisting religious symbols. Finally, this research got seven big or rough categories of Muslim audiences in responding to media content containing religious symbols. There are clear enough that online platform media, primarily media social as the dominant media looking over the Muslim audience in this research as instagram. Almost 80% the audiences looking for the media content consisting of religious symbols when they are using media. Also the major of the audiences in this research are young people, which have educational background senior high school, and when they are asked through questionnaire they are students the particular sub-topics show us they are hesitated to give their judgment on them. However, even there are a number of interesting findings, two typical result that religious symbols could be used to educational purposes even they think the content usually bring to the controversy in society, at least what we find frequently on media social.

Communicating coping during the pandemic: an analysis of the presidential addresses of Ghana and Nigeria during the COVID-19 pandemic

Coping is a well-studied concept across multiple disciplines, including communication and psychology. Over the years, studies have identified that individuals and organizations use varying coping strategies to deal with an unpleasant phenomenon. This paper analyzed themes of coping within the presidential addresses of Ghana and Nigeria during the COVID-19 pandemic. We argued that an investigation into these important official documents from the two Global South countries could offer propagative ideas for the communication subareas of health communication, mass communication, disaster, and crisis communication. After analyzing the presidential addresses, the study identified emerging patterns of African communication systems, social comparison, and politico-religious communication as coping themes embedded in the speeches. The role of the African communication system and implications for collective coping, cultural values, and local resources as agents for national coping strategy are discussed.