The Problematic of Method in Media and Communication Research: Between Traditional Approaches and the Challenges of Artificial Intelligence
Keywords:
Media Phenomena, Digital Media, Artificial Intelligence, Algorithms, Method, Media Re-searchAbstract
This study addresses the methodological problematic in media and communication research in light of rapid digital transformations, particularly with the growing role of artificial intelligence technologies in the production and analysis of media content. The study aims to assess the extent to which traditional methodologies can accommodate emerging media phenomena and to propose a hybrid methodological approach that meets the requirements of the digital environment. It adopts a descriptive-analytical method by reviewing relevant literature and analyzing the challenges posed by algorithms and big data to media researchers. The findings reveal the limitations of traditional methodologies in addressing the increasing complexity of digital phenomena and underscore the need to develop new digital tools that integrate both humanistic and technical dimensions.
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