Public relations' robot: utopia or reality?
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Keywords:
artificial intelligence, disruption, mediamorphosis, public relations, technology
Abstract
In 2023, AI has become an integral part of daily life, swiftly embraced in both developed and smaller countries. This research focuses on raises the question: is AI a utopia or an inevitability, given the disruptions it brings to the digital landscape? Using Roger Fidler's mediamorphosis analysis, this research suggests that AI leans more towards a utopian outlook, where its disruptive impact allows for critical evaluation. The study aims to understand AI's value and conceptualisation in society. By recognising AI's transformative influence, this research contributes to the discourse by highlighting its potential as a utopian force while acknowledging its inevitable role in shaping the future.
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Vaid, N. R. (2021). Artificial Intelligence (AI) driven orthodontic care: A quest toward utopia? Seminars in Orthodontics, 27(2). https://doi.org/10.1053/j.sodo.2021.05.001
Wingström, R., Hautala, J., & Lundman, R. (2022). Redefining Creativity in the Era of AI? Perspectives of Computer Scientists and New Media Artists. Creativity Research Journal. https://doi.org/10.1080/10400419.2022.2107850
Yigitcanlar, T., Desouza, K. C., Butler, L., & Roozkhosh, F. (2020). Contributions and risks of artificial intelligence (AI) in building smarter cities: Insights from a systematic review of the literature. In Energies (Vol. 13, Issue 6). https://doi.org/10.3390/en13061473
Ali, A.M., Tariq Masood, & Alexander Brem. (2023). Intelligent humanoids in manufacturing to address worker shortage and skill gaps: Case of Tesla Optimus. ArXiv Preprint. https://arxiv.org/abs/2304.04949
August, T. A., Pescott, O. L., Joly, A., & Bonnet, P. (2020). AI Naturalists Might Hold the Key to Unlocking Biodiversity Data in Social Media Imagery. Patterns, 1(7). https://doi.org/10.1016/j.patter.2020.100116
Babiak, O. (2023). Threads and upgrades of ai technology in the new media era. Grail of Science, 24. https://doi.org/10.36074/grail-of-science.17.02.2023.080
Chakrabarti, D. (2019). Semiotic Perspective on Delimiting AI-Induced Mediamorphosis. Research Review Journals, 3085(05).
Fanti, L., Guarascio, D., & Moggi, M. (2022). From Heron of Alexandria to Amazon's Alexa: a stylised history of AI and its impact on business models, organisation and work. Journal of Industrial and Business Economics, 49(3). https://doi.org/10.1007/s40812-022-00222-4
Fidler, R. (2012). Mediamorphosis: Understanding New Media. In Mediamorphosis: Understanding New Media. https://doi.org/10.4135/9781452233413
Grigenti, F. (2022). The child program and the history of ai. Orbis Idearum, 10(2).
Guanah, J. S., Agbanu, V. N., & Obi, I. (2020). Artificial intelligence and journalism practice in nigeria: perception of journalists in benin city, edo state. International Review of Humanities Studies. https://doi.org/10.7454/irhs.v0i0.268
Haupt, S. E., Gagne, D. J., Hsieh, W. W., Krasnopolsky, V., McGovern, A., Marzban, C., Moninger, W., Lakshmanan, V., Tissot, P., & Williams, J. K. (2022). The History and Practice of AI in the Environmental Sciences. In Bulletin of the American Meteorological Society (Vol. 103, Issue 5). https://doi.org/10.1175/BAMS-D-20-0234.1
Joe Waheed Sayyed, B., Erum Sherieff, S., & Gupta, R. (2021). New Technology: Impact on Green Consumerism via Social media and AI in Fashion Industry. 2021 International Conference on Advance Computing and Innovative Technologies in Engineering, ICACITE 2021. https://doi.org/10.1109/ICACITE51222.2021.9404721
Kahn, K., & Winters, N. (2021). Constructionism and AI: A history and possible futures. British Journal of Educational Technology, 52(3). https://doi.org/10.1111/bjet.13088
Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., Wach, K., & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: analysis of ChatGPT. Central European Management Journal, 31(1), 3–13. https://doi.org/10.1108/CEMJ-02-2023-0091
Lagerkvist, A. (2020). Digital Limit Situations: Anticipatory Media Beyond "The New AI Era." Journal of Digital Social Research, 2(3).
Niederman, F. (2021). Project management: openings for disruption from AI and advanced analytics. Information Technology and People, 34(6). https://doi.org/10.1108/ITP-09-2020-0639
Pedro, R. (2023). Artificial intelligence on public sector in Portugal: first legal approach. Juridical Tribune, 13(2). https://doi.org/10.24818/TBJ/2023/13/2.01
Revolusi, P. (2022). The Construct Of New Media Communication Domain As Television Broadcast Mediamorphosis Output (Television Morphosis). International Journal of Environmental, Sustainability, and Social Science, 3(3). https://doi.org/10.38142/ijesss.v3i3.298
Russell, S. (2021). The history and future of AI. Oxford Review of Economic Policy, 37(3). https://doi.org/10.1093/oxrep/grab013
Santow, E. (2020). Emerging from AI utopia. In Science (Vol. 368, Issue 6486). https://doi.org/10.1126/science.abb9369
Su, Y. (2023). Artificial Intelligence: The Significance of Tesla Bot. Highlights in Science, Engineering and Technology, 39, 1351–1355. https://doi.org/10.54097/hset.v39i.6767
Toosi, A., Bottino, A. G., Saboury, B., Siegel, E., & Rahmim, A. (2021). A Brief History of AI: How to Prevent Another Winter (A Critical Review). In PET Clinics (Vol. 16, Issue 4). https://doi.org/10.1016/j.cpet.2021.07.001
Udoh, W. A., & Nsude, I. (2022). Awareness of Artificial Intelligence for News Production among Journalists in Ebonyi state Nigeria. International Journal of Network and Communication Research, 7(1). https://doi.org/10.37745/ijncr.16/vol7n13345
Vaid, N. R. (2021). Artificial Intelligence (AI) driven orthodontic care: A quest toward utopia? Seminars in Orthodontics, 27(2). https://doi.org/10.1053/j.sodo.2021.05.001
Wingström, R., Hautala, J., & Lundman, R. (2022). Redefining Creativity in the Era of AI? Perspectives of Computer Scientists and New Media Artists. Creativity Research Journal. https://doi.org/10.1080/10400419.2022.2107850
Yigitcanlar, T., Desouza, K. C., Butler, L., & Roozkhosh, F. (2020). Contributions and risks of artificial intelligence (AI) in building smarter cities: Insights from a systematic review of the literature. In Energies (Vol. 13, Issue 6). https://doi.org/10.3390/en13061473
Published
2023-07-29
How to Cite
Pratama, D., Vidal, M. J. A., Untarti, D. P., Sjuchro, D. W., & Rahmatiah. (2023). Public relations’ robot: utopia or reality?. Jurnal Studi Komunikasi, 7(2), 369 - 382. https://doi.org/10.25139/jsk.v7i2.6687
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