Жасанды интеллекттің медиакоммуникациядағы рөлі: тарихи аспектілер мен даму тенденциялары

Ж.А. Батырханова; Н.Т. Данаева; Н.Т. Нұрпейіс

doi:10.26577/HJ802202610

Authors

Zh.А. Batyrkhanova Al-Farabi Kazakh National University, Almaty, Kazakhstan
N.T. Danayeva Al-Farabi Kazakh National University, Almaty, Kazakhstan
L.S. Nurpeiis Al-Farabi Kazakh National University, Almaty, Kazakhstan

DOI:

10.26577/HJ802202610

Keywords:

artificial intelligence, professional development, risks, media communication, techno-logical adaptation, neural networks, labor market.

Abstract

The purpose of this article is to analyze the role, historical aspects, and development trends of tech-nology in shaping media communication channels in the modern world, and to show more accurately what prospects it has for the future of humanity. In addition, the impact of modern technologies and artificial intelligence on our society is discussed in the field of strategic communications.

This study aims to analyze the perception of potential and real threats posed by artificial intelligence (AI) technologies in the field of professional development. The study was conducted with the participa-tion of media communication specialists, allowing for the identification of their subjective assessments based on their views on AI integration and professional experience. The results showed that the respon-

About 15% of respondents today perceive artificial intelligence as a real source of risk for many professions. According to this group, AI is not only an automation tool, but also a transformative factor that has a significant impact on the workforce. They particularly emphasize the potential of AI to replace human labor in the economy, education, healthcare, and information and communication fields.

Although the majority of respondents (50%) recognize that artificial intelligence will play an im-portant role in the future, they believe that its current impact is limited. This view is influenced by the current state of artificial intelligence technology, its limited ability to understand context, and its reliance on data. However, they anticipate that the potential of these technologies will increase in the future, potentially revolutionizing processes and requirements in the professional landscape.

Overall, the results of the study highlight the complexity of the perception of artificial intelligence in the professional field and the differences in understanding its potential between different social groups. Continued research in this area will provide a deeper understanding of the level of technological adapta-tion in society.

The study was descriptive and analytical in nature. A survey method was used, and data was col-lected through the online platform Google Forms. This method allowed for the rapid and large-scale collection of respondents’ opinions.

The collected data was processed statistically and displayed in the form of charts using percentages.

Author Biographies

Zh.А. Batyrkhanova, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Zhazira Batyrkhanova – Doctoral student at the Department of Print and Electronic Media, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: zhazira.batyrkhanova79@gmail.com).
N.T. Danayeva, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Nurlyaiym Danayeva (corresponding author) – PhD, senior lecturer at the Department of Print and Electronic Media, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: ndanaeva777@gmail.com).
L.S. Nurpeiis, Al-Farabi Kazakh National University, Almaty, Kazakhstan

Laziza Nurpeiis – Senior Lecturer at the Department of UNESCO Chair of Journalism and Communication, Faculty of Journalism, Al-Farabi Kazakh National University (Almaty, Kazakhstan, e-mail: laziza@industrygroup.net).