DEVELOPMENT FEATURES OF COGNITIVE TECHNOLOGIES IN MASS MEDIA

Authors

DOI:

https://doi.org/10.31866/2410-1915.23.2022.261013

Keywords:

artificial intelligence, mass media, data management, social networks, news

Abstract

The article examines the use of cognitive technologies implemented in the media, which affect the entire complex of mass media. The need to predict the impact of their extensive use on society makes this issue relevant. The purpose of the article is to identify the main factors influencing the cognitive technologies implemented in the field of mass media and the effectiveness of their use. The research methodology consists in systematic and logical analysis, as well as methods of comparison, synthesis, deduction, and classification, which made it possible to consider in detail the object of research as a system, to identify the driving forces in the field of mass media and categories of various cognitive technologies, their key features. The scientific novelty is to reveal the implementation of cognitive technologies in the mass media, which have the potential for shaping not only consumer loyalty but also determining the preferences of the audience for a long period of time thanks to the self-learning system. Conclusions. It is determined that the integration of cognitive technologies into the professional spheres of mass media is capturing more and more of its branches, helping to create modern products and processes, taking over computing, recognition, reproduction, and other tasks that were previously done manually with a significant loss of time. It is proved that the use of modern information technologies in the media gives the opportunity to increase the loyalty of the target audience, expand the presence on the market through new placement platforms and social networks, provide customer support and some accompanying and supporting functions for employees, significantly reducing the cost of operating activities of the company, automating it, and perform many other tasks. It is noted that although cognitive technologies are a powerful business tool, the pace of innovation is accompanied by the risks they pose to their understanding, restraining, and controlling.

Author Biographies

Svitlana Kotliar, Kyiv National University of Culture and Arts, Kyiv, Ukraine

Honoured Artist of Ukraine

Oleksii Krasnenko, Kyiv National University of Culture and Arts, Kyiv, Ukraine

PhD student

References

Arafat, S., Islam, M., & Kar, S. (2021). Mass Media and Panic Buying. In S. Arafat, S. Kar & R. Kabir (Eds.), Panic Buying: Perspectives and Prevention (pp. 65–80). Cham: Springer. https://doi.org/10.3389/978-2-88971-038-6 [in English].

Artman, N., Stiegler, Z., Szuminsky, B., & Albright, M. (2020). Mass Media in the Mobile Village. Explorations in Media Ecology, 19(2), 139–150. https://doi.org/10.1386/eme_00031_1 [in English].

Cavanaugh, J. M., Giapponi, C. C., & Golden, T. D. (2016). Digital Technology and Student Cognitive Development: The Neuroscience of the University Classroom. Journal of Management Education, 40(4), 374–397. https://doi.org/10.1177/1052562915614051 [in English].

Firth, J., Torous, J., Stubbs, B., Firth, J., Steiner, G., Smith, L., Alvarez-Jimenez, M., Gleeson, J., Vancampfort, D., Armitage, C., & Sarris, J. (2019). The “Online Brain”: How the Internet May be Changing Our Cognition. World Psychiatry, 18(2), 119–129. https://doi.org/10.1002/wps.20617 [in English].

Harrington, L. (2016). Cognitive Technology. AACN Advanced Critical Care, 27(1), 12–14. https://doi.org/10.4037/aacnacc2016888 [in English].

Jiang, G., Cai, X., Feng, X., & Lui, W. (2021). Effect of Data Environment and Cognitive Ability on Participants’ Attitude Towards Data Governance. Journal of Information Science. https://doi.org/10.1177/01655515211019000 [in English].

Luo, F. (2021). Cognitive Technologies: Applications to Cognition Itself. In A. Hooke (Ed.), Technological Breakthroughs and Future Business Opportunities in Education, Health, and Outer Space (pp. 133–146). IGI Global. https://doi.org/10.4018/978-1-7998-6772-2.ch008 [in English].

Muzzatti, S. L., & Rigato, B. (2020). Mass Media and Socialization. Wiley Online Library. https://doi.org/10.1002/9781405165518.wbeosm041.pub2 [in English].

Obot, C. (2013). Mass Media Electioneering Campaign and Uyo (Nigeria) Voters’ Decision during 2011 General Elections. Journal of Politics and Law, 6(1), 173–185. https://doi.org/10.5539/jpl.v6n1p173 [in English].

Pearce, M., Zaidel, D., Vartanian, O., Skov, M., Leder, H., Chatterjee, A., & Nadal, M. (2016). Neuroaesthetics: The Cognitive Neuroscience of Aesthetic Experience. Perspectives on Psychological Science, 11(2), 265–279. https://doi.org/10.1177/1745691615621274 [in English].

Poell, T. (2020). Three Challenges for Media Studies in the Age of Platforms. Television & New Media, 21(6), 650–657. https://doi.org/10.1177/1527476420918833 [in English].

Prakash, S., & Thangavel, K. (2020). Influence of Mass Media on the Behaviour of Adolescents. EDUREACH, 4(2). https://cutt.ly/qWOhb6E [in English].

Saragih, M. Y. (2020). Journalistic Mass Media Management. SIASAT Journal of Social, Cultural and Political Studies, 5(4), 59–64. https://doi.org/10.33258/siasat.v5i4.71 [in English].

Saravanakumar, A. (2019). Mass Media [Presentation]. https://doi.org/10.13140/RG.2.2.26562.22722 [in English].

Stever, G. (2020). Evolutionary Psychology and Mass Media. In T. K. Shackelford (Ed.), The SAGE Handbook of Evolutionary Psychology: Applications of Evolutionary Psychology (pp. 398–416). SAGE Publications Ltd [in English].

Thomas, M., Vora, J., Dee, C., Mangla, U., Sathi, N., Chandrasekaran, S., & Sathi, A. (2016). Cognitive Computing in the Telecommunication and Media & Entertainment Industries. IBM Developer https://developer.ibm.com/technologies/artificial-intelligence/ [in English].

Tomic, B. (2017). New Media Technologies and Mass Media Reform Processes. Politeia, 7(13), 72–83. https://doi.org/10.5937/pol1713072T [in English].

Waxman, A. (2017). Rogues of Wall Street: How to Manage Risk in the Cognitive Era. Wiley. https://doi.org/10.1002/9781119380184 [in English].

What is cognitive technology? (n.d.). The Institute of Chartered Accountants in England and Wales. Retrieved August 25, 2021, from https://cutt.ly/lWOi8Xp [in English].

Zayyrbekova, A. (2020). Frequency of Aggression in the Mass Media. Applied Psychology and Pedagogy, 6(1), 97–105. https://doi.org/10.12737/2500-0543-2020-97-105 [in English].

Downloads

Published

2022-06-30

How to Cite

Kotliar, S., & Krasnenko, O. (2022). DEVELOPMENT FEATURES OF COGNITIVE TECHNOLOGIES IN MASS MEDIA. Culture and Arts in the Modern World, (23), 184–192. https://doi.org/10.31866/2410-1915.23.2022.261013

Issue

Section

AUDIOVISUAL ARTS