Proposal for using artificial media for reinforcing journalism: Responsibility, discourse, deliberation, and audiences’ participation.

Abstract

The development of artificial media and their applications pose a challenge to societies at the economic, political, social, and media levels. The dangers associated with these technologies are highlighted, such as the automatic generation of content that can lead to the dissemination of false news, as well as the preponderance of the use and misuse of quantitative data extracted from the digital ecosystem. Meanwhile, social networks capture the attention and energy of the citizens who inhabit and feed them with content and visits, providing them with commercial value, while newspapers lose it. In a context of political polarization, where discourse has been replaced by data, even though truth has a narrative character (Byung-Chul, 2022), it is necessary for the media, especially newspapers, to recover the value of agoras and to regain audiences by integrating them as intellectual capital. Based on the review of different perspectives on the introduction of artificial media in the media, on analyzing how some newspapers express to be using artificial intelligence, and taking also into account the fieldwork developed in last in the context of the research project entitled, Employability and entrepreneurship in communication in the digital context: labour market demands,educational offerings by universities and the work experience of universities graduates [Empleabilidad y emprendimiento en comunicación en el contexto digital: demandas del mercado de trabajo, oferta formativa universitaria y experiencia laboral de los graduados (EMPLECOM)], to understand the needs of Spanish media, especially newspapers, we propose four ways of using these technologies and artifacts to strengthen journalism: 1. Assigning responsibility to the media; 2. Contextualizing information through discourse; 3. Promoting deliberation; and 4. Incorporating audience participation.