British Journal of Mass Communication and Media Research (BJMCMR)

Perception of Communication Scholars on Adoption and Usage of ChatGPT for Media Studies.

Abstract

ChatGPT (Chat Generative Pre-trained Transformer) as an artificial intelligence (AI) tool has created a paradigm shift in the field of media studies by enhancing research efficiency, transforming teaching, and on the other hand, raising critical questions about authorship and algorithmic bias which has sparked concerns over ethical implications in media studies. This study therefore investigated communication scholars' views, concerns, and expectations regarding ChatGPT's integration into media studies through in-depth interview of 20 communication scholars purposively drawn from all communication scholars scattered in various universities within Anambra state, Nigeria. Findings revealed that most communication scholars in Anambra State, Nigeria, viewed ChatGPT as a beneficial tool for media studies sustainability regardless of the disadvantages inherent in its usage and are willing to adopt it as some have already put it into use for various activities in media studies. It is recommended that training programmes focused on AI literacy are essential to equip communication scholars with the necessary skills to engage with ChatGPT effectively.