Halkla İlişkiler, Reklamcılık ve Gazeteciliğin Geleceği: Yapay Zeka Uygulamaları İletişim Mesleğini Nasıl Dönüştürecek ve Toplum Bunu Neden Önemsemeli?

Year 2022, Issue: 40, 394 - 410, 30.06.2022

Nilüfer Türksoy

https://doi.org/10.17829/turcom.1050491

Cited By: 10

Abstract

Bu çalışma, iletişim mesleğinde yapay zekânın benimsenmesinin gelecekteki faydaları, zorlukları ve etkisi hakkında son on yılda yapılan akademik araştırmaları incelemeyi amaçlamaktadır. Çalışma, ilgili akademik araştırma makalelerinin gözden geçirilmesinden elde edilen iç görülere dayanmaktadır ve halkla ilişkiler, reklamcılık ve gazetecilik mesleklerinde Yapay Zekâ uygulamalarıyla ilgili teknolojik yenilikleri vurgulamaktadır. Bu çalışmada sorulan bazı kilit sorular şu şekildedir: 1) Yapay Zekâ uygulamaları iletişim mesleğinin işleyişini nasıl etkileyecek? 2) Robotlar halkla ilişkiler, reklamcılık ve gazetecilik profesyonellerinin yerini alabilecek mi? ve 3) Yapay Zekâ destekli sistemler bu üç mesleğe ne gibi fırsatlar ve zorluklar getirecek? Bulgular, Yapay Zekâ uygulamalarının iletişim mesleğine fayda sağlayacağını ve Yapay Zekâ teknolojilerini benimseyenlerin kesinlikle rekabet avantajı kazanacağını gösteriyor. İletişim mesleğinin geleceği hem Yapay Zekâ teknolojilerinin hem de insan anlayışının bir karışımı olacağı görülmektedir. Ayrıca Yapay Zekanın çeşitli görevleri yerine getirirken insanların yerini alacak robotlar yaratacağını ya da birçok boyutunda insan zekasını geride bırakacağını görmenin oldukça dar bir bakış açısı olacağı vurgulanmaktadır.

Keywords

Algoritmalar, Yapay zekâ, İletişim mesleği, Halkla ilişkiler, Reklamcılık, Gazetecilik

The Future of Public Relations, Advertising and Journalism: How Artificial Intelligence May Transform the Communication Profession and Why Society Should Care?

Abstract

This study aims to examine the latest academic research conducted in the last decade on the future benefits, challenges, and impact of Artificial Intelligence and its adoption in the communication profession. The study is grounded in the perceptions of reviews from relevant academic articles and emphasizes the technological innovations related to Artificial Intelligence applications within the public relations, advertising, and journalism professions. The followings are some of the key questions asked in the current study: 1) How is the implementation of Artificial Intelligence going to impact the jobs of the communication profession? 2) Can robots replace public relations, advertising, and journalism professionals? and 3) What kind of opportunities and challenges will AI-powered systems bring to these three professions? The findings suggest that Artificial Intelligence would benefit the communication profession and those who adopt Artificial Intelligence technologies would certainly gain a competitive advantage. It appears that the future of the communication profession would be a blend of both Artificial Intelligence technologies and human insight. Also, it is emphasized that it would be a rather narrow view to see that Artificial Intelligence would create robots to replace humans while performing various tasks or would outperform human intelligence in most of its dimensions.

Keywords

Algorithms, Artificial intelligence, Communication profession, Public relations, Advertising, Journalism

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