Evaluating the Proficiency Level of Media Professionals in the Kurdistan Region Regarding Artificial Intelligence
A Field Study in Erbil City
DOI:
https://doi.org/10.24086/cuejhss.v9n2y2025.pp112-123Keywords:
Artificial Intelligence, Media, Digital Media, Kurdish Media, Kurdistan RegionAbstract
Artificial Intelligence (AI) has brought about significant transformations in the practice of media, ranging from data collection and content creation to news broadcasting and operational efficiency enhancement. This study, titled "Evaluating the Proficiency Level of Using Artificial Intelligence by Media Professionals in the Kurdistan Region: Opportunities and Challenges," aims to assess the level of proficiency, practical application, and critical perceptions of media professionals regarding AI in Erbil city. This research employed a social survey combined with content analysis as methodology. The population pool of this research comprised all media professionals who work in media outlets in Erbil, with a sample size of 55 media professionals. It used questionnaires and subsequently analyzed using SPSS, employing descriptive statistics and ANOVA as techniques of data collection. The research reaches five main findings. To begin with, the overall proficiency level of media professionals is moderate; yet, there is a strong reception for training and skill development. Furthermore, the majority of the sample fund AI as an opportunity rather than a threat. However, the practical application of AI remains moderate and below-moderate level, particularly in areas such as translation and summarization. Significant concerns were raised regarding "fake news" and "deepfakes" facilitated by AI. Additionally, the results reveal that media organizations offer minimal degree of guidelines for AI usage. Another key finding is that media professionals aged between 27 and 36 demonstrate a higher positive engagement with AI compared to other age groups. The surveyed group also believes that AI cannot substitute for human element in the media; rather it can serve as an opportunity to improve and supplement that element. Lastly, it found that AI is still weak in translating the Kurdish language.
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