ZAGREB,  7 Jan (Hina) - Croatian media outlets have a positive to neutral stance on artificial intelligence and underscore the advantages of AI technology in medicine, security, and education, according to a study recently published in the scientific journal called "Medijska istraživanja".

The study conducted by two doctoral students in Media and Communication at the University of North, Ivana Erceg Matijašević and Martina Baričević Debelec, along with their professor Ljerka Luić, aimed to assess the perception of artificial intelligence in Croatian media.

A total of 45 articles published from April to September 2023 in Croatian media were analysed, focusing on artificial intelligence in the context of innovation and societal transformation.

Out of all the articles reviewed, 16 (36%) expressed a positive view on artificial intelligence, 19 (42%) had a neutral view, and 10 (22%) presented a negative perspective. The results also indicated a significant alignment between media portrayals of AI and the sentiments of Croatian journalists.

The articles often emphasised the enormous potential of artificial intelligence to improve many areas of human life, from medicine to transportation. While critical and sometimes opposing viewpoints did appear, they did not negatively influence the shaping of public opinion on the topic.

Positive articles highlighted the advantages of AI technology in various fields, such as medicine, security, and education.

Articles with a neutral tone generally provided a simple description of AI technology, focusing on  its functionality and technical aspects without strongly emotional viewpoints.

Articles with a negative tone discussed the risks, ethical challenges, and potential threats posed by artificial intelligence, particularly in relation to privacy and employment.

The authors point out the limitations of the study, such as unintentional bias that occurred during data collection, as well as the challenges related to the rapid advancement of artificial intelligence.