The Fourth Industrial Revolution involves the use of new technologies that combine the digital and biological worlds artificial intelligence. Artificial intelligence also finds its use in the field of media and thus influences the shaping of social reality. Since its inception, the media has gone through a series of transformational processes and, following technological development, has multiplied its power. Artificial intelligence and automation are key drivers in the (r)evolution of the way news and other media content is produced, distributed and consumed. This raises questions of responsibility for the media content created, the role of the journalistic profession, as well as freedom of expression. The right of the public to complete, truthful and timely information should be preserved, along with all other human rights, while the role of the journalistic profession involves more than ever the responsibility to serve and answer to the public.
In the paper, the author suggests that the emergence of the Internet as a global network that exceeds spatial and time limits has accelerated and qualitatively changed the way media services are provided. While grass-media outlets such as radio, radio and even television have been slow to develop their media offerings, The internet has accelerated this offer and made it more diverse and accessible to more users, especially middle and younger ages, who are more understanding and understanding. Unlike earlier times, the amount of time it takes to provide a media service to audiences has been reduced to a minimum. The speed of technoloc development leads to a complete service at a time, from portals, to video on the substew, podcasts, video sharing platforms, etc. The world of media exclusivity has long been the same. The media communication on the market is two-way, and the information comes from a variety of sources that aren't always easily verified. A citizen becomes a participant in the online space and online marketplace with a single click on a computer or mobile phone screen. Internet platform owners are racing to find a better business model for themselves, managing to gradually suppress traditional media from the media market. These days, modern societies are affected on two levels. The first is political and the second is economic. Democratic institutions and freedom of expression are threatened by the emergence of malign intelligence, misinformation and disinformation, which affects the quality of electoral prostitution and the work of political institutions. The essence of democratic tissue is in serious danger. The economic aspect is reflected in the construction of a special click-based online model, in which internet businesses create challenges of competitiveness, fairness and opportunities to enter markets, as the main online platforms more or less control the ecosystems of the digital economy. The media service market is experiencing a deep "platformization," making the internet platform a dominant infrastructure and economic model in the media sector. An important role in both of these pro-öes, political and economic, has etho-chambers, i.e. algorithms for monitoring the behaviour of internet users. The media ecosystem is becoming more viral and less realistic. This gives science research these phenomena the characteristics of a thought experiment or paradox.
Freedom of speech, or freedom of expression of opinion, is one of the oldest human rights guaranteed by the highest legal acts of states as well as international documents. By developing technology, the ability to receive, give, and dissemination information in the form of words, images, or sounds, gains unheard proportions and the rate of information flow is continuously increasing. The question is how citizens, as users of these services, have the ability to freely form and express their opinions in a sea of information that comes from different sources, verified and unverified. The emergence of social media has led to the consumption of media content becoming public. The quantity of these content is evident, but not their quality. What at first glance looks like freedom, due to its wide range of possibilities for broadcasting and information placement, is turning into its own opposite in an era of incomplete, inaccurate or unverified information. The notion of "information pollution" that has emerged in theory since 2003 has been used as a way to reduce pollution. to describe insignificant, leaked and worthless information, it now manifests itself as an information disorder, whose consequences are visible in the most important spheres of the functioning of society, such as elections, and therefore the formation of all other political institutions. Hence, the introduction of a value dimension into the information system, through defining the notion of the credibility of media content and maintaining the standards of its recognition, can be understood as a condition of all conditions for preserving modern democratic institutions. In this sense, media literacy should be introduced as a compulsory part of formal education, with the aim of encouraging critical thinking and continuous rethinking of imposed values. The ability to recognize the authenticity of information becomes a demand of the modern age. Media service providers have a responsibility to preserve the value system of modern society, which is collapsing with a flood of fake news.
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