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Reimagining Media Landscapes through AI Innovation

Author-1 : Subanarun Baral, Assistant Professor, AAFT University of Media and Arts

Email- subanarun.b@aaft.edu.in

Author-2: Dr. Somanath Sahoo, Associate Professor, AAFT University of Media and Arts

Email- somanath.sahoo@aaft.edu.in

Abstract

The advent of artificial intelligence (AI) has revolutionized the media landscape, transforming the way information is created, disseminated, and consumed. This research explores the concept of AI-driven amplification, where AI algorithms amplify and shape media content, influencing public opinion, and altering media dynamics. Through a qualitative methods approach, this study investigates the impact of AI-driven amplification on media ecosystems, including social media platforms, news outlets, and influencer networks. The research identifies key mechanisms of AI-driven amplification, such as content personalization, echo chambers, and algorithmic bias, and examines their effects on media representation, public discourse, and societal polarization. The findings of this study contribute to a deeper understanding of the complex interplay between AI, media, and society, highlighting the need for critical reflections on the role of AI in shaping media dynamics and its implications for democratic societies.

Keywords: AI, Innovation, media dynamics, digital age, algorithmic bias, echo chambers, content personalization, media representation, public discourse, societal polarization