Research in Media and Communication Sciences in the Era of Artificial Intelligence: Opportunities and Challenges

Abstract

The field of media and communication research is undergoing profound transformations driven by artificial intelligence (AI), posing theoretical and methodological challenges to traditional research paradigms. This study aims to analyze the impact of AI on theoretical frameworks and media concepts, assessing their adequacy in explaining emerging digital phenomena. It also addresses methodological challenges such as data reliability, algorithmic biases, and the ethical dimensions associated with the use of AI in media research. Relying on the descriptive-analytical approach, the study proposes new perspectives for developing media research methodologies that keep pace with rapid technological advancements and ensure the accuracy of scientific analysis in the contemporary digital environment.