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Halkla İlişkiler, Reklamcılık ve Gazeteciliğin Geleceği: Yapay Zeka Uygulamaları İletişim Mesleğini Nasıl Dönüştürecek ve Toplum Bunu Neden Önemsemeli?

Yıl 2022, Sayı: 40, 394 - 410, 30.06.2022
https://doi.org/10.17829/turcom.1050491

Öz

Bu çalışma, iletişim mesleğinde yapay zekânın benimsenmesinin gelecekteki faydaları, zorlukları ve etkisi hakkında son on yılda yapılan akademik araştırmaları incelemeyi amaçlamaktadır. Çalışma, ilgili akademik araştırma makalelerinin gözden geçirilmesinden elde edilen iç görülere dayanmaktadır ve halkla ilişkiler, reklamcılık ve gazetecilik mesleklerinde Yapay Zekâ uygulamalarıyla ilgili teknolojik yenilikleri vurgulamaktadır. Bu çalışmada sorulan bazı kilit sorular şu şekildedir: 1) Yapay Zekâ uygulamaları iletişim mesleğinin işleyişini nasıl etkileyecek? 2) Robotlar halkla ilişkiler, reklamcılık ve gazetecilik profesyonellerinin yerini alabilecek mi? ve 3) Yapay Zekâ destekli sistemler bu üç mesleğe ne gibi fırsatlar ve zorluklar getirecek? Bulgular, Yapay Zekâ uygulamalarının iletişim mesleğine fayda sağlayacağını ve Yapay Zekâ teknolojilerini benimseyenlerin kesinlikle rekabet avantajı kazanacağını gösteriyor. İletişim mesleğinin geleceği hem Yapay Zekâ teknolojilerinin hem de insan anlayışının bir karışımı olacağı görülmektedir. Ayrıca Yapay Zekanın çeşitli görevleri yerine getirirken insanların yerini alacak robotlar yaratacağını ya da birçok boyutunda insan zekasını geride bırakacağını görmenin oldukça dar bir bakış açısı olacağı vurgulanmaktadır.

Kaynakça

  • Anderson, C. (2012). Towards a sociology of computational and algorithmic journalism. New Media & Society, 15(7), 1005-1021.
  • Andrew, P., Ip, J., Worthington, J., & Brooke, C. (2014). Fast forward 2030: The future of work and the workplace. Beijing: CBRE and Genesis.
  • ARF. (2018). Introduction to artificial intelligence in advertising. New York: The Advertising Research Foundation. Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism and artificial intelligence. Public RelationsInquiry, 8(2), 109-125.
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
  • Cavallone, E. (2020). Tech giants are serious about lobbying in Brussels. EuroNews. Retrieved January, 14, 2022 from https://www.euronews.com/2020/01/14/tech-giants-are-serious-about-lobbying-in-brussels. Clerwall, C. (2014). Enter the robot journalist: Users’ perceptions of automated content. Journalism Practice,8(5), 519-531.
  • DataReportal. (2021). Digital around the world. Retrieved July, 01, 2021 from https://datareportal.com/global- digital-overview.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
  • Dörr, K. N. (2016). Mapping the field of algorithmic journalism. Digital Journalism, 4(6), 700-722.
  • Frey, C. B., & Osborne, M. A. (2013). The future of employment: How susceptible are jobs to computerisation? Oxford Martin. Retrieved September, 17, 2021 from https://www.oxfordmartin.ox.ac.uk/downloads/ academic/The_Future_of_Employment.pdf.
  • Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734-740.
  • Gunkel, D. J. (2012). Communication and artificial intelligence: Opportunities and challenges for the 21st century. Communication +1, 1(1), 1-25.
  • Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89-100.
  • Harari, Y. N. (2016). Homo deus: A brief history of tomorrow. New York: Harper Perennial.
  • Kaput, M. (2021). Artificial intelligence in advertising. Marketing Artificial Intelligence Institute. Retrieved January, 18, 2021 from https://www.marketingaiinstitute.com.
  • Karlsen, J., & Stavelin, E. (2014). Computational journalism in Norwegian newsrooms. Journalism Practice, 8(1), 34-48.
  • Katz, J. E. (2005). Mobile communication and the transformation of daily life: The next phase of research on mobiles. In P. Glotz, S. Bertschi, & C. Locke (Eds.), Thumb culture: The meaning of mobile phones for society (pp. 171-182). Bielefeld: Transcript 2005.
  • Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising how marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.
  • Kirkpatrick, D., & Adams, P. (2017). ANA declares AI the marketing word of the year. MarketingDive. Retrieved December, 07, 2021 from https://www.marketingdive.com/news/ana-declares-ai-the-marketing-word-of-the-year/512484/.
  • Kluge, P. (2018). Artificial intelligence: A game-changer for paid search? Adobe Blog. Retrieved October, 12, 2021 from https://blog.adobe.com/en/publish/2018/09/12/artificial-intelligence-a-game-changer-for- paid-search.html#gs.afcutv.
  • Knobloch-Westerwick, S., & Meng, J. (2009). Looking the other way: Selective exposure to attitude-consistent and counterattitudinal political information. Communication Research, 36(3), 426-448.
  • Kolodny, C. (2014). Stephen Hawking is terrified of artificial intelligence. HuffPost. Retrieved December, 12, 2021 from https://www.huffingtonpost.co.uk/entry/stephen-hawking-artificial-intelligence_n_5267481.
  • Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
  • Laalaoui, Y., & Bouguila, N. (2015). Artificial intelligence applications in information and communication technologies. London: Springer.
  • Latar, N. L. (2015). The robot journalist in the age of social physics: The end of human journalism? In G. Einav (Ed.), The new world of transitioned media (pp. 65-80). New York: Springer.
  • Lee, H., & Cho, C.-H. (2020). Digital advertising: Present and future prospects. International Journal of Advertising, 39(3), 332–341.
  • Levy, S. (2012). Can an algorithm write a better news story than a human reporter? Wired. Retrieved October, 21, 2021 from https://www.wired.com/2012/04/can-an-algorithm-write-a-better-news-story-than-a- human-reporter/.
  • Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of Advertising, 48(4), 333-337.
  • Liao, B. (2017). Optimization and reconstruction: Research on the development of China’s smart advertising industry. Contemporary Communications, 7, 97-101.
  • Lindén, C.-G. (2017). Algorithms for journalism: The future of news work. The Journal of Media Innovations, 4(1), 60-76.
  • Malthouse, E. C., Maslowska, E., & Franks, J. U. (2018). Understanding programmatic TV advertising. International Journal of Advertising, 35(5), 769–784.
  • Marx, W. (2017). Artificial intelligence and PR: What you need to know. Business2community. Retrieved December, 10, 2021 from https://www.business2community.com/public-relations/artificial- intelligence-pr-need-know-01969903.
  • Maslowska, E., Smit, E. G., & Putte, B. v. (2016). It is all in the name: A study of consumers’ responses to personalized communication. Journal of Interactive Advertising, 16(1), 74-85.
  • Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial intelligence: A strategic disruption in public relations. Journal of Creative Communications, 14(3), 196-213.
  • Papadimitriou, A. (2016). The future of communication, artificial intelligence and social networks. Diva-Portal. Retrieved August, 15, 2021 from https://www.diva-portal.org/smash/get/diva2:1481794/FULLTEXT01. pdf.
  • Peruzzi, A., Zollo, F., Quattrociocchi, W., & Scala, A. (2018). How news may affect markets’ complex structure: The case of Cambridge Analytica. Entropy, 20(765), 1-12.
  • Peters, M. (2017). Making sense of social media requires brains and robots. Retrieved November, 29, 2021 from https:// www.iol.co.za/news/opinion/making-sense-of-social-media-requires-brains-and-robots-11344795.
  • Peterson, A. (2019). The past, present & future of artificial intelligence in PR. Cision. Retrieved November, 22, 2021 from https://www.cision.com/2019/01/artificial-intelligence-PR/.
  • Qin, X., & Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48, 338–346.
  • Reuters. (2016). Thomson Reuters corp says Reuters collaborates with Graphiq. Retrieved November, 26, 2021 from https://www.reuters.com/article/idCAFWN1BB0FH.
  • Rogers, C. (2019). How artificial intelligence and big data will affect the future of PR. Institute for Public Relations. Retrieved November, 11, 2021 from https://instituteforpr.org/how-artificial-intelligence-and-big-data- will-affect-the-future-of-pr/.
  • Sayce, D. (2020). The number of tweets per day in 2020. Retrieved December, 22, 2021 from http://bit.ly/2Pn7lNx. Schroer, A. (2018). How 9 companies are using AI in marketing to deliver ads you actually want to see. Builtin. Retrieved December, 5, 2021 from https://builtin.com/artificial-intelligence/ai-in-marketing-advertising.
  • Stjernfelt, F., & Lauritzen, A. M. (2020). Your post has been removed: Tech giants and freedom of speech. Cham: SpringerOpen.
  • Taylor, C. R. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411–418. Taylor, C. R., & Carlson, L. (2021). The future of advertising research: New directions and research needs.Journal of Marketing Theory and Practice, 29(1), 51-62.
  • Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. London: Chartered Institute of Public Relations (CIPR).
  • Van Dalen, A. (2012). The algorithms behind the headlines: How machine-written news redefines the core skills of human journalists. Journalism Practice, 6(5-6), 648-658.
  • Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146-1151. Waddell, T. F. (2018). A robot wrote this? How perceived machine authorship affects news credibility. DigitalJournalism, 6(2), 236-255.
  • Wölker, A., & Powell, T. E. (2018). Algorithms in the newsroom? News readers’ perceived credibility and selection of automated journalism. Journalism, 22, 86-103.

The Future of Public Relations, Advertising and Journalism: How Artificial Intelligence May Transform the Communication Profession and Why Society Should Care?

Yıl 2022, Sayı: 40, 394 - 410, 30.06.2022
https://doi.org/10.17829/turcom.1050491

Öz

This study aims to examine the latest academic research conducted in the last decade on the future benefits, challenges, and impact of Artificial Intelligence and its adoption in the communication profession. The study is grounded in the perceptions of reviews from relevant academic articles and emphasizes the technological innovations related to Artificial Intelligence applications within the public relations, advertising, and journalism professions. The followings are some of the key questions asked in the current study: 1) How is the implementation of Artificial Intelligence going to impact the jobs of the communication profession? 2) Can robots replace public relations, advertising, and journalism professionals? and 3) What kind of opportunities and challenges will AI-powered systems bring to these three professions? The findings suggest that Artificial Intelligence would benefit the communication profession and those who adopt Artificial Intelligence technologies would certainly gain a competitive advantage. It appears that the future of the communication profession would be a blend of both Artificial Intelligence technologies and human insight. Also, it is emphasized that it would be a rather narrow view to see that Artificial Intelligence would create robots to replace humans while performing various tasks or would outperform human intelligence in most of its dimensions.

Kaynakça

  • Anderson, C. (2012). Towards a sociology of computational and algorithmic journalism. New Media & Society, 15(7), 1005-1021.
  • Andrew, P., Ip, J., Worthington, J., & Brooke, C. (2014). Fast forward 2030: The future of work and the workplace. Beijing: CBRE and Genesis.
  • ARF. (2018). Introduction to artificial intelligence in advertising. New York: The Advertising Research Foundation. Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism and artificial intelligence. Public RelationsInquiry, 8(2), 109-125.
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
  • Cavallone, E. (2020). Tech giants are serious about lobbying in Brussels. EuroNews. Retrieved January, 14, 2022 from https://www.euronews.com/2020/01/14/tech-giants-are-serious-about-lobbying-in-brussels. Clerwall, C. (2014). Enter the robot journalist: Users’ perceptions of automated content. Journalism Practice,8(5), 519-531.
  • DataReportal. (2021). Digital around the world. Retrieved July, 01, 2021 from https://datareportal.com/global- digital-overview.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
  • Dörr, K. N. (2016). Mapping the field of algorithmic journalism. Digital Journalism, 4(6), 700-722.
  • Frey, C. B., & Osborne, M. A. (2013). The future of employment: How susceptible are jobs to computerisation? Oxford Martin. Retrieved September, 17, 2021 from https://www.oxfordmartin.ox.ac.uk/downloads/ academic/The_Future_of_Employment.pdf.
  • Galloway, C., & Swiatek, L. (2018). Public relations and artificial intelligence: It’s not (just) about robots. Public Relations Review, 44(5), 734-740.
  • Gunkel, D. J. (2012). Communication and artificial intelligence: Opportunities and challenges for the 21st century. Communication +1, 1(1), 1-25.
  • Hancock, J. T., Naaman, M., & Levy, K. (2020). AI-mediated communication: Definition, research agenda, and ethical considerations. Journal of Computer-Mediated Communication, 25(1), 89-100.
  • Harari, Y. N. (2016). Homo deus: A brief history of tomorrow. New York: Harper Perennial.
  • Kaput, M. (2021). Artificial intelligence in advertising. Marketing Artificial Intelligence Institute. Retrieved January, 18, 2021 from https://www.marketingaiinstitute.com.
  • Karlsen, J., & Stavelin, E. (2014). Computational journalism in Norwegian newsrooms. Journalism Practice, 8(1), 34-48.
  • Katz, J. E. (2005). Mobile communication and the transformation of daily life: The next phase of research on mobiles. In P. Glotz, S. Bertschi, & C. Locke (Eds.), Thumb culture: The meaning of mobile phones for society (pp. 171-182). Bielefeld: Transcript 2005.
  • Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising how marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.
  • Kirkpatrick, D., & Adams, P. (2017). ANA declares AI the marketing word of the year. MarketingDive. Retrieved December, 07, 2021 from https://www.marketingdive.com/news/ana-declares-ai-the-marketing-word-of-the-year/512484/.
  • Kluge, P. (2018). Artificial intelligence: A game-changer for paid search? Adobe Blog. Retrieved October, 12, 2021 from https://blog.adobe.com/en/publish/2018/09/12/artificial-intelligence-a-game-changer-for- paid-search.html#gs.afcutv.
  • Knobloch-Westerwick, S., & Meng, J. (2009). Looking the other way: Selective exposure to attitude-consistent and counterattitudinal political information. Communication Research, 36(3), 426-448.
  • Kolodny, C. (2014). Stephen Hawking is terrified of artificial intelligence. HuffPost. Retrieved December, 12, 2021 from https://www.huffingtonpost.co.uk/entry/stephen-hawking-artificial-intelligence_n_5267481.
  • Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
  • Laalaoui, Y., & Bouguila, N. (2015). Artificial intelligence applications in information and communication technologies. London: Springer.
  • Latar, N. L. (2015). The robot journalist in the age of social physics: The end of human journalism? In G. Einav (Ed.), The new world of transitioned media (pp. 65-80). New York: Springer.
  • Lee, H., & Cho, C.-H. (2020). Digital advertising: Present and future prospects. International Journal of Advertising, 39(3), 332–341.
  • Levy, S. (2012). Can an algorithm write a better news story than a human reporter? Wired. Retrieved October, 21, 2021 from https://www.wired.com/2012/04/can-an-algorithm-write-a-better-news-story-than-a- human-reporter/.
  • Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of Advertising, 48(4), 333-337.
  • Liao, B. (2017). Optimization and reconstruction: Research on the development of China’s smart advertising industry. Contemporary Communications, 7, 97-101.
  • Lindén, C.-G. (2017). Algorithms for journalism: The future of news work. The Journal of Media Innovations, 4(1), 60-76.
  • Malthouse, E. C., Maslowska, E., & Franks, J. U. (2018). Understanding programmatic TV advertising. International Journal of Advertising, 35(5), 769–784.
  • Marx, W. (2017). Artificial intelligence and PR: What you need to know. Business2community. Retrieved December, 10, 2021 from https://www.business2community.com/public-relations/artificial- intelligence-pr-need-know-01969903.
  • Maslowska, E., Smit, E. G., & Putte, B. v. (2016). It is all in the name: A study of consumers’ responses to personalized communication. Journal of Interactive Advertising, 16(1), 74-85.
  • Panda, G., Upadhyay, A. K., & Khandelwal, K. (2019). Artificial intelligence: A strategic disruption in public relations. Journal of Creative Communications, 14(3), 196-213.
  • Papadimitriou, A. (2016). The future of communication, artificial intelligence and social networks. Diva-Portal. Retrieved August, 15, 2021 from https://www.diva-portal.org/smash/get/diva2:1481794/FULLTEXT01. pdf.
  • Peruzzi, A., Zollo, F., Quattrociocchi, W., & Scala, A. (2018). How news may affect markets’ complex structure: The case of Cambridge Analytica. Entropy, 20(765), 1-12.
  • Peters, M. (2017). Making sense of social media requires brains and robots. Retrieved November, 29, 2021 from https:// www.iol.co.za/news/opinion/making-sense-of-social-media-requires-brains-and-robots-11344795.
  • Peterson, A. (2019). The past, present & future of artificial intelligence in PR. Cision. Retrieved November, 22, 2021 from https://www.cision.com/2019/01/artificial-intelligence-PR/.
  • Qin, X., & Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48, 338–346.
  • Reuters. (2016). Thomson Reuters corp says Reuters collaborates with Graphiq. Retrieved November, 26, 2021 from https://www.reuters.com/article/idCAFWN1BB0FH.
  • Rogers, C. (2019). How artificial intelligence and big data will affect the future of PR. Institute for Public Relations. Retrieved November, 11, 2021 from https://instituteforpr.org/how-artificial-intelligence-and-big-data- will-affect-the-future-of-pr/.
  • Sayce, D. (2020). The number of tweets per day in 2020. Retrieved December, 22, 2021 from http://bit.ly/2Pn7lNx. Schroer, A. (2018). How 9 companies are using AI in marketing to deliver ads you actually want to see. Builtin. Retrieved December, 5, 2021 from https://builtin.com/artificial-intelligence/ai-in-marketing-advertising.
  • Stjernfelt, F., & Lauritzen, A. M. (2020). Your post has been removed: Tech giants and freedom of speech. Cham: SpringerOpen.
  • Taylor, C. R. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411–418. Taylor, C. R., & Carlson, L. (2021). The future of advertising research: New directions and research needs.Journal of Marketing Theory and Practice, 29(1), 51-62.
  • Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. London: Chartered Institute of Public Relations (CIPR).
  • Van Dalen, A. (2012). The algorithms behind the headlines: How machine-written news redefines the core skills of human journalists. Journalism Practice, 6(5-6), 648-658.
  • Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146-1151. Waddell, T. F. (2018). A robot wrote this? How perceived machine authorship affects news credibility. DigitalJournalism, 6(2), 236-255.
  • Wölker, A., & Powell, T. E. (2018). Algorithms in the newsroom? News readers’ perceived credibility and selection of automated journalism. Journalism, 22, 86-103.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Nilüfer Türksoy 0000-0002-1075-5031

Yayımlanma Tarihi 30 Haziran 2022
Gönderilme Tarihi 29 Aralık 2021
Yayımlandığı Sayı Yıl 2022 Sayı: 40

Kaynak Göster

APA Türksoy, N. (2022). The Future of Public Relations, Advertising and Journalism: How Artificial Intelligence May Transform the Communication Profession and Why Society Should Care?. Türkiye İletişim Araştırmaları Dergisi(40), 394-410. https://doi.org/10.17829/turcom.1050491

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Türkiye İletişim Araştırmaları Dergisi'nde yayımlanan tüm makaleler Creative Commons Atıf-Gayri Ticari 4.0 Uluslararası Lisansı ile lisanslanmıştır.