Professional media competence in the context of the neural network revolution

For citation: Zherebnenko A., Valyulina E. Professional media competence in the context of the neural network revolution // Mediascope. 2025. 1. Available at: https://www.mediascope.ru/2889

© Anna V. Zherebnenko
PhD, Senior Lecturer at the Chair of media communications, technologies of advertising and public relations, Altai State University (Barnaul, Russia), zherebnenko.a@yandex.ru

© Ekaterina V. Valyutina

PhD, Associate Professor at the Chair of media communications, technologies of advertising and public relations, Altai State University (Barnaul, Russia), serev@ya.ru  

Abstract

The neural network revolution has brought changes to the usual processes of media production. Neural networks have made it possible to speed up and optimize the process of creating media products. However, the integration of new media technology actualizes the problem of media competence of mass media specialists. The purpose of the study was to determine the level of media competence of students of mass media training areas of Altai State University in the field of using neural network technologies. The level of students' awareness of the functional capabilities of neural networks in media production, the availability of skills in working with artificial intelligence technologies and the willingness to apply neural network technologies in professional activities were studied. 512 respondents participated in the study. The data obtained made it possible to update and expand the set of professional media competencies with the skills and abilities that future media professionals will require in their work. According to the authors, such skills include: generation of multi-format content, data processing and media analytics using artificial intelligence technologies, editing multi-format content using neural networks, as well as understanding the legal aspects of using artificial intelligence technologies in media projects.

Keywords: neural networks, media literacy, media education, media competence, sociological research.

Notes

«Sidorovy»: kak snimayut pervyy rossiyskiy serial po stsenariyu neyroseti [“The Sidorovs”: how to shoot the first Russian TV series based on a neural network scenario]. Gazeta.ru. 2023. Available at: https://www.gazeta.ru/culture/2023/03/06/16353061.shtml (In Russian)

12% rossiyskikh spetsialistov imeyut vysokiy uroven' vladeniya navykami raboty s [12% of Russian specialists have a high level of proficiency in AI skills]. Comnews.ru. 2024. Available at: https://www.comnews.ru/content/231785/2024-02-29/2024-w09/1010/12-rossiyskikh-specialistov-imeyut-vysokiy-uroven-vladeniya-navykami-raboty-ii (In Russian)

Glava Natsional'nogo tsentra razvitiya II: osnovnaya ugroza – slepoe doverie k tekhnologiyam [Head of the National AI Development Center: the main threat is blind trust in technology]. Tass. 2023. Available at: https://tass.ru/interviews/19312643 (In Russian)

Iskusstvennyy intellekt v mediaobrazovanii. Vzglyad ekspertov (Tat'yana Frolova, Mariya Anikina, Tat'yana Yakovleva) [Artificial intelligence in media education. Expert opinion (Tatyana Frolova, Maria Anikina, Tatyana Yakovleva)]. MediaTrendy. 2024. Available at: https://www.journ.msu.ru/about/mediatrends/42741 (In Russian).

Kak vyglyadit pervaya gazeta RBK, sozdannaya v soavtorstve s neyrosetyami [What the first RBC newspaper, created in collaboration with neural networks looks like]. RBK. 2023. Available at:  https://www.rbc.ru/society/29/04/2023/644cc8fe9a79476874dd9f28 (In Russian)

Neyroset' sozdala postery dlya tret'ego sezona «Mir! Druzhba! Zhvachka!». Prem'era seriala sostoitsya uzhe vesnoy Нейросеть создала постеры для третьего сезона «Мир! Дружба! Жвачка!». [The neural network has created posters for the third season of “The World! Friendship! Chewing gum!” The series will premiere in the spring]. RBK. 2023. (In Russian). Available at: https://www.rbc.ru/life/news/63fcdb9a9a79479498f0a9a8 (In Russian)

Prognoz pogody ot neyroseti zapustil v efir stavropol'skiy telekanal «SvoeTV» [The weather forecast from the neural network was launched by the Stavropol TV channel SvoyoTV]. Telekanal «SvoeTV. Stavropol'skiy kray». 2023. Available at: https://stv24.tv/novosti/prognoz-pogody-ot-nejroseti-zapustil-v-efir-stavropolskij-telekanal-svoyotv/ (In Russian)

Rabotodateli nachali trebovat' ot sotrudnikov navykov vladeniya neyrosetyami Работодатели начали требовать от сотрудников навыков владения нейросетями // [Employers have begun to demand neural network skills from employees]. RG.RU. 2023. Available at: https://rg.ru/2023/05/28/vyshli-iz-seti.html (In Russian)

Solov'ev schitaet, chto zhurnalistov v budushchem zhdet konkurentsiya s iskusstvennym intellektom [Solovyov believes that journalists will compete with artificial intelligence in the future]. Tass. 2023. Available at: https://tass.ru/obschestvo/19171323 (In Russian)

The State of Journalism 2024. Muckrack. 2024. Available at: https://muckrack.com/research/state-of-journalism-2024?_gl=1*1yset*_gcl_au*MTY1NTQzNjE4OC4xNzI5MzQzNjk3

Vladimir Evstaf'ev ob osnovnykh napravleniyakh razvitiya iskusstvennogo intellekta, o ego vliyanii na mediaobrazovanie i kommunikatsionnuyu deyatel'nost' [Vladimir Evstafyev on the main directions of artificial intelligence development, its impact on media education and communication activities]. MediaTrendy. 2024. Available at: https://www.journ.msu.ru/about/mediatrends/42741 (In Russian)

Vliyanie tsifrovoy transformatsii na mediaobrazovanie [The impact of digital transformation on media education]. MediaTrendy. 2024. Available at: https://www.journ.msu.ru/about/mediatrends/42741 (In Russian)

Vnedrenie II v SMI dostignet predela, a tvorit' budet chelovek: Na media-sammite v Kitae obsudili vliyanie tekhnologiy na oblik mediasfery [Implementation of AI in the media will reach its limit, and people will create: At the media summit in China, the impact of technology on the image of the media sphere was discussed]. RG.RU. 2024. Available at: https://rg.ru/2024/10/14/v-kitae-prohodit-vi-vsemirnyj-media-sammit-posviashchennyj-ii-v-zhurnalistike.html (In Russian)

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