Improving media education through the application of artificial intelligence

Branislav Sančanin; Aleksandra Penjišević; Katarina Stojanović

doi:10.71159/icemit2529S

Authors

Branislav Sančanin The College of Service Business, Sokolac - East Sarajevo, Republic of Srpska, Bosnia and Herzegovina
Aleksandra Penjišević The College of Service Business, Sokolac - East Sarajevo, Republic of Srpska, Bosnia and Herzegovina
Katarina Stojanović University Business Academy, Faculty of Economics and Engineering Management, Novi Sad, Serbia

DOI:

https://doi.org/10.71159/icemit2529S

Keywords:

education, media literacy, artificial intelligence, law, ethics

Abstract

Under the influence of rapid technological advancements, traditional education is undergoing significant transformation and adaptation to meet labor market demands. Personalization, interactivity, and applicability are key factors driving these changes. In this context, media literacy requires an interdisciplinary approach to ensure an understanding of the evolving roles of traditional and digital media on one hand, and the application of artificial intelligence with all its technical, legal, and ethical challenges on the other. Artificial intelligence should contribute to reducing inequalities in access to knowledge and education, while the role of education is expected to create a platform for key AI competencies by fostering shared interests and understanding, maximizing accessibility for teachers and students while minimizing potential risks. The paper emphasizes support for teachers and media creators in their joint efforts to establish higher-quality media education while strengthening future research directions toward the positive effects of the multilayered connection between artificial intelligence, education, and the media industry.

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