Date Available

12-15-2024

Year of Publication

2025

Document Type

Master's Thesis

Degree Name

Master of Arts (MA)

College

Communication and Information

Department/School/Program

Communication

Advisor

Dr. Elizabeth A. Spencer

Co-Director of Graduate Studies

Dr. Deborah Chung

Abstract

With the relentless progression of technological advancements, artificial intelligence (AI) has become a transformative force across various sectors, and newsrooms are no exception. Developed nations have already integrated AI into journalistic practices, showcasing its versatility in different news functions. However, the developing nations, including Bangladesh, a south Asian nation faces challenges in catching up, marked by technological and economic disparities. As an emerging economic force Bangladesh encounters different obstacles in the adoption of AI in its media landscape. Despite the expansiveness of its media industry, the country grapples with limited technological support and inadequate training opportunities. These challenges bring up concerns regarding the familiarity and introduction of AI in mainstream journalism in Bangladesh along with the potential opportunities that lie ahead. Following the Technology Acceptance model by Davis (1989), this study aimed to assess perception among the current journalists, and editors about the usefulness and ease of AI in their daily journalism practices. Participants (n=15) were recruited through purposive snowball sampling from 10 different mainstream news organizations. Semi-structured questions clustered into two phases focusing on the Perceived Usefulness (PU) and Perceived Ease of Use (PEU) from the TAM in every in-depth interview. A deductive approach was followed to analyze data through thematic analysis. Finally, the findings provide the extent of familiarity, primarily positive attitude toward AI, its usefulness and ease. Additionally, how these newsrooms are considering adopting these technologies in their newsrooms, what are the factors behind the particular perceptions and roadblocks (i.e., lack of experts, training and financial allotment; language barrier, fear of new technology adaptation, and specific drawbacks of AI, such as lack of authenticity, trust, usefulness, positive aspects, etc.).

Results of this study have significant theoretical and practical implications. Theoretically, the findings provide data supporting the TAM and its two basic determinants PU and PEU by extending this work into the current perceptions of AI among journalists in Bangladesh. This research assessed the current state of Bangladeshi mainstream media, their perceptions, and the potential for integrating AI. The current research also provides findings on the factors influencing these perceptions along with the challenges of integrating AI in future. Additionally, it provides evidence about language dominance while incorporating AI, differing perspectives between management and employees in these news organizations.

Practically, the findings of this research can be used to add literature on AI and Bangladeshi journalism as it is one of the first studies done in communication examining the integration of AI in this context. The findings can be utilized to look into the current roadblocks, emphasize on creating Bangla AI, and promote the inclusion of subjects and experts related to AI and technology in our curriculum.

Digital Object Identifier (DOI)

https://doi.org/10.13023/etd.2024.453

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