ARTIFICIAL INTELLIGENCE AS A SUBJECT OF PROFESSIONAL REFLECTION OF JOURNALISTS AND MEDIA MANAGERS OF STAVROPOL MEDIA

Abstract

The paper studies three levels of professional reflection in Stavropol media regarding artificial intelligence – presentation of AI technologies to a mass audience, interpretation on the part of journalists, on the one hand, and media managers, on the other, and concludes on some contradictions between these levels. Despite the loyal information policy of the media to AI promotion in the region, the presentation of good practices for the introduction of AI in the economy and social sphere, a survey of journalists revealed their concerns about new technologies, lack of understanding of the editorial strategy, and low assessment of their skills in this area. In-depth interviews with media managers revealed a range of opinions on the issues of the degree, factors, and prospects for the introduction of AI services into the work of editorial offices, ethical aspects, willingness of teams to use neural networks, etc. At the present stage, intense use of AI in editorial work is a privilege of large Stavropol media companies. Uneven implementation of AI innovations can result in a sharp lag for small editorial offices that do not have sufficient resources.