This study aimed at identifying the tendencies of media students at
An-Najah National University towards using artificial intelligence
(AI) in producing media content, their preferences for using it in the
field of media, and how to deal with it. The researchers adopted the
descriptive analytical approach by using a questionnaire tool to
collect data, which was distributed electronically to students in the
media departments (Radio & TV, Communication & Digital Media)
through a comprehensive survey.
The results of the study showed that (54.1%) of media students at
An-Najah National University do not use AI in producing their
media content for several reasons, the most important of which is
their fear that AI applications will obtain their personal data
(77.2%). It also showed that (45.9%) of media students use AI in
producing their content, and (70.6%) follow news related to it. The
results also showed that (67.2%) of the respondents believe that
employing AI techniques in producing media materials is important,
as (82.5%) of them believe that it saves time and effort, and (79.6%)
believe that it analyzes big data. However, (63.5%) of them have
concerns about privacy and security issues, and (64.9%) have
concerns about AI replacing humans. These results express a
relative weakness among students in the field of using AI in
preparing media content, and qualms to deepen the level of
understanding and develop practice and use.

Title

Journal of Northern Europe Academy for Studies & Research Denmark

Publisher

North European Academy of Science and Research

Publisher Country

Denmark

Publication Type

Prtinted only

Volume

29

Year

2025

Pages

201-233