Slavka Pitoňáková – Communication Today https://communicationtoday.sk Media, marketing, communication Sun, 13 Apr 2025 16:54:30 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Slavka Pitoňáková – Communication Today https://communicationtoday.sk 32 32 TECHNOLOGY AND CREATIVITY: HOW AI IS CHANGING WORK IN THE MEDIA INDUSTRY https://communicationtoday.sk/technology-and-creativity-how-ai-is-changing-work-in-the-media-industry/ Sat, 12 Apr 2025 23:00:28 +0000 https://communicationtoday.sk/?p=4728 ABSTRACT:

The digital transformation of the media industry brings new challenges and opportunities, with AI becoming an integral part of the creative, analytical and distribution processes. This article explores how AI is shaping the media industry, particularly in the context of supporting creative work, automation and personalisation of content, as well as precision targeting in marketing and political communications. It analyses the historical development of AI in media, its current applications and trends, focusing on cases where AI is complementing human creativity rather than replacing it. Particular attention is paid to the analytical use of AI in the media, to the personalisation of content, automation of news reporting, and to the use of AI in marketing strategies. The article also discusses ethical and legal issues, in particular the issue of trustworthiness of AI-generated content, regulation of misinformation, and copyright protection. Methodologically, the article uses the method of qualitative synthesis and brief case studies in order to describe specific applications of AI in various segments of media production and distribution. The article also provides predictions for the future development of AI in media, respecting the highly dynamic nature of this technology, which naturally implies that certain findings may already be partially surpassed by the time of the publication of the study.

KEY WORDS:

AI analytics, artificial intelligence, content personalisation, ethics, media automation, media industry

05_Pitonakova-et-al._CT-1-2025Download

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.5

]]> The Model of Value of a Media Product https://communicationtoday.sk/the-model-of-value-of-a-media-product/ Thu, 23 Nov 2023 03:00:00 +0000 https://communicationtoday.sk/?p=4290 ABSTRACT:
The aim of the study is to present a theoretical model that describes the value of a media product while presenting a synergy of economic, content, social, cultural and other factors. This synergy brings an expanded perception of the value of a media product not only as a commodifiable and consumable product, but it also enriches the value of a media product with new perspectives and insights. At the same time, the model is applicable to all types of media products (print, audio and audiovisual, online, offline media products). Due to the limited amount of available literature that is directly related to the presented topic and as a result of the impossibility of following a relevant theory that exists, exploratory research (focused on new features) was conducted, which was followed by a qualitative research method – Grounded Theory. The new model of the value of media product that is presented is followed by defining new concepts (these concepts have not been used so far) that are related to media products with a high cultural value – heritage media products (media products focused on the topic of cultural heritage) and total heritage media products (heritage media products that are cultural heritage in themselves).

KEY WORDS:
media products, model of the value of media product, (total) heritage media product, value

02. PITONAKOVA – CT 2-2023Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.2.2

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