A Hybrid Intelligence Interaction Competence Scale for Media Content Production: An Empirical Study

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Abstract

This study aims to develop and validate a scale for measuring content creation competencies in a Hybrid Human-Artificial Intelligence (HI) environment. The objective is to provide a reliable and valid instrument to evaluate these skills and identify pedagogical, assessment, and training needs, based on a sample of 300 students from media faculties and institutes across Egyptian universities. The final instrument comprises 32 items distributed across seven dimensions: cognition, critical thinking, social responsibility, technical and functional skills, prompt engineering, content curation, and ethics. The instrument was validated using a quantitative developmental-descriptive approach, initially deriving 67 items across the seven dimensions from three theoretical models. Results demonstrate robust psychometric properties. The scale established face and content validity through expert review, and response validity via a qualitative pilot study utilizing verbal protocol analysis with target audiences and media faculty. Construct validity was confirmed through factor analysis, revealing a strong factor structure. Furthermore, Content Validity Indices (CVI) were calculated for individual items, dimensions, and the overall scale. Internal consistency was established, yielding a high overall Cronbach’s alpha coefficient of 0.847, thereby confirming the instrument's high psychometric reliability and measurement validity. This research bridges a methodological knowledge gap by providing a rigorous scientific instrument for educational and professional media institutions to diagnose qualitative competency gaps. It facilitates the redesign of curricula and pedagogical programs. Furthermore, the study offers a framework for business and policy institutions to develop national standards and professional accreditations that foster responsible practices. Ultimately, it assists policymakers in establishing national competency frameworks within the Arab context.

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