Media Elite Attitudes toward Artificial Intelligence–Generated Videos on Social Media Platforms: A Comparative Survey Study of Academics and Practitioners
, Vol.14
, Sixty-second Issue
PP:7
Authors:
Associate Prof. Dr. *Mohamed Ahmed Hashem Imam Alsharief-Associate Professor of Radio & Television,Mass Communication & Media Department,Faculty of Arts,King Faisel University
Abstract:
This study aims to identify the level of awareness among media elites regarding artificial intelligence technologies used in producing video content distributed via video-based social media platforms. It also seeks to explore the attitudes of media elites toward AI-generated videos on social media in the light of the dimensions of the Unified Theory of Acceptance and Use of Technology (UTAUT). This was achieved through a comparative survey study conducted on a sample of academics and practitioners within the media elite, totaling (136 respondents), using both the media survey method and the comparative approach.
The study yielded several key findings, including:
• The results indicate that the level of interest among media elites in watching AI-generated videos on social media is relatively moderate. Among academics, responses were concentrated in the categories of “always” (34.62%, ranked first) and “sometimes” (30.66%, ranked second), while among practitioners, the corresponding percentages were (28.57%) and (47.62%), respectively.
• Overall, the results reveal a complex structure of attitudes among media elites toward AI-generated videos on social media, which can be interpreted in the light of core dimensions of the UTAUT model, particularly social influence, performance expectancy, effort expectancy (implicitly), and facilitating conditions. The comparative analysis further shows that practitioners tend to hold more positive evaluations in terms of expected performance, aesthetic experience, and practical use, driven by their applied professional background. In contrast, academics demonstrate a higher level of critical reservation, especially regarding credibility and long-term implications, reflecting differences in reference frameworks between practical and theoretical orientations within the context of adopting and using AI-generated video content on social media platforms.
Key Words:
Attitudes - Media Elite - AI-Generated Videos - Academic Elite – Practitioners - Video-Based Digital Platforms.
Research Language:
Arabic
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