ABSTRACT:
The study explores media audiences’ attitudes and opinions towards technological changes in journalism. Artificial intelligence is one of the most relevant digital communication tools for processing and disseminating journalistic content today. The focus of the study is its use in radio broadcasting. The study aimed to identify the opinions of radio news recipients in the Slovak Republic on the use of AI in journalism and their perception of AI tools. The research presents the results of a questionnaire survey conducted with a sample of the adult population of the Slovak Republic selected by quota sampling (N = 503). The results suggest that voice preferences (AI versus real journalists) are not primarily influenced by the technical quality or comprehensibility of the content itself, but rather by how pleasant the voice is. From a media communication theory perspective, our results confirm the importance of social presence in radio broadcasting while showing that the Slovak audience is not ready for full AI implementation in radio broadcasting.
KEY WORDS:
artificial intelligence, digital communication tools, journalism, media audience, perception, radio broadcasting, technological innovations
DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.3