Author(s)

HaoXiang Luo

Affiliation(s)

Department of Journalism and Communication, Jiangxi Normal University, Nanchang 330022, Jiangxi Province, China.

Corresponding Author

HaoXiang Luo

ABSTRACT

Generative AI technology is becoming increasingly important for media content production in the era of intelligent media. However, its adoption among some Chinese mainstream media has been slow. While previous research has largely focused on the macro-level impacts of generative AI on the journalism industry, the individual adoption behaviors of journalists have been underexplored. This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model and the Technology-Organization-Environment (TOE) framework, using participatory observation and in-depth interviews at J Province Broadcasting and Television Station to identify the factors influencing AI adoption among Chinese journalists. The research was conducted in three phases, each employing different sampling and interview methods, and involved 30 journalists from diverse regions and media types. The findings reveal that social influence and curiosity drive initial adoption, while performance expectancy and effort expectancy are critical for continued use. Key barriers include organizational pressures, unfair compensation, technological limitations, copyright issues, and information security concerns. By integrating the UTAUT model with the TOE framework, this study offers a comprehensive analysis, identifying new influencing factors and providing actionable recommendations, such as optimizing compensation structures, clarifying technology application scopes, and enhancing awareness of human-machine collaboration. This research extends the application of these theoretical frameworks to a new context and provides empirical evidence supporting the ongoing transformation of media technology, offering practical insights for media organizations navigating the challenges and opportunities of generative AI technology.

KEYWORDS

Generative AI; Mainstream media journalists; Technology adoption; Influencing factors,; Participatory observation

CITE THIS PAPER

HaoXiang Luo. Factors influencing the adoption of generative AI technology by Chinese mainstream media journalists: a field study based on J province broadcasting and television. Eurasia Journal of Science and Technology. 2024, 6(6): 37-43. DOI: https://doi.org/10.61784/ejst3045.

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