Assessing Sentiments About Artificial Intelligence Using Artificial Intelligence on the example of Croatian Media

The utilization of algorithms, applications, and tools, particularly in the context of artificial intelligence, constitutes a part of digital literacy essential for attaining and maintaining digital competitiveness in today’s dynamic environment. Technological advancement, particularly in the context of artificial intelligence, introduces novel opportunities that rapidly transform jobs across diverse sectors, with the media being no exception. Nonetheless, inquiries arise regarding efficiency and reliability, where the boundaries of automation lie and the role of the
human factor in nascent journalistic practices. In order to assess the perception and attitudes of Croatian media towards artificial intelligence and evaluate the efficiency of artificial intelligence in analyzing media communication, a study was conducted using Chat GPT. The study analyzed journalistic articles and assessed the sentiment of journalists and editors towards artificial intelligence and its use in journalism. Based on the findings, the set hypotheses were wholly or partially confirmed. The research revealed limited precision in applying artificial intelligence tools like Chat GPT. Moreover, drawing upon available information, it was concluded that sentiment analysis results in media articles about artificial intelligence do not deviate significantly from the attitudes of journalists and editors towards artificial intelligence derived from previous research. Finally, the research recognized the challenges associated with full automation of the sentiment analysis process, particularly emphasizing the need for human oversight and human verification of information. The undertaken study enhances comprehension regarding the perception of artificial intelligence in the Croatian media and emphasizes the need for further research aimed at comparative analysis with global trends.