The Position and Influence of Agency News on Foreign News in Contemporary Slovak Television Production

The paper deals with the opinion balance of news in television broadcasting. In the context of ever-increasing mistrust in traditional media and democratic systems and the polarization of society, we try to point out the current state of media production in this specific area, considering its possible consequences for the perception of the media by the recipients. They are increasingly turning to alternative or even disinformation media to obtain information other than mainstream. In our research part, we are looking for a current state of the balance of opinions, which should be part of well-functioning and objective reporting and should inspire people’s trust in television broadcasting. The article offers the results of research carried out on a sample of 374 television contents broadcast by the public broadcaster RTVS and the authorized broadcaster TV Markíza in the period from February 12th, 2023, to March 25th, 2023. From the data, it is possible to conclude that there are deficiencies in television news from the point of view of maintaining impartiality in broadcasting

Section: Methodsmentioning

confidence: 99%

Opinion balance of news in the time of mistrust in media and democratic institutions

Greguš,

Škvareninová

2023

“…Research by the Reuters Institute of the Study of Journalism (Newman et al, 2023) also shows similar data on trust in RTVS, where RTVS, together with commercial television TA3, were the only media outlets to exceed the 50 percent credibility threshold among individual media brands. In the past, we have already covered TA3 television in the context of work with information and media reality in separate publications (Greguš & Višňovský, 2020;. In Slovakia, the production of television and radio broadcasters is governed by the Act on Media Services, which came into effect last year and thus replaced its older version from 2000.…”

Section: Introduction and Theoretical Backgroundmentioning

confidence: 99%

Challenges and opportunities of AI in individual marketing communication tools

Galera Matúšová,

Kusá,

Pátík

2023

Artificial Intelligence is nowadays being discussed in several directions, but as far as the fields are concerned, the most discussed are its use in marketing, banking, journalism or education sector. Marketing is mainly included in this direction in terms of textual and visual forms of AI, such as ChatGPT, Jasper, Copy.ai, Writesonic, Midjourney, DALL-e or Bart. It is the development or expansion of these tools that dates in our country from the end of 2022 and is mainly associated with the debate whether and to what extent artificial intelligence will replace some positions. And this also in marketing. Today, in this area, we are talking more about the streamlining of some activities, which we will address in our article. However, we understand that this area requires further research in order to verify the implementation of AI tools in marketing from a scientific point of view. However, it is important to understand that AI tools have a dynamic evolution and thus what applies to them today changes over time. At the same time, new tools are constantly being added and are also entering new areas (for example, a tool for composing music).

AI in public relations: Challenges and opportunities

Galera Matúšová,

Načiniaková

2023

While the adoption of AI in marketing and advertisement is being discussed in different ways, the area of PR is still uncovered, or rather the question of using AI is not as obvious. It seems to be narrowed particularly to the media monitoring and summarization of data and to the question of topic creation and to what extent text-based AI systems are capable of writing a press release or official statement. However, it should be pointed out that even to write a press release, or any output for that matter, AI needs to be provided with the right prompts, and here the position of the PR person is indispensable. Only specialist in PR can provide the AI system with all the necessary data, figures and sensitivity levels to be present in the final output. So it may be clear that AI is an exceptional asset in marketing and communications, there may be areas that are still under the question of what AI can or cannot provide.