APPROACHING PROCESSES AND THE COMMUTING (COMMUTATION) ROLE OF TECHNOLOGY IN JOURNALISM

Abstract

The paper starts from the position that throughout history, journalism has accepted many challenges and opportunities of technology with the intention of improving the process of production and dissemination of media content. In each historical cycle of connectivity, technology has approached human competencies in journalism with the potential to influence the quality of roles in that bionic communication. Technology acted transformatively in relation to the journalistic process and organization, commutative in relation to human work, and in the age of application of artificial intelligence (AI) technology, it develops possibilities for replacing people in journalism. This thesis is analyzed through three cycles, and through four eras of technological revolutions and two media ages. The connection of dichotomous evolutions in journalism and technology was made with the help of a three part model for the analysis of these relationships and processes, the elements of which are: quality of journalistic production, quantity of journalistic production and the nature of interaction in bionic communication. In the paper, the phrases external and internal integration are used to explain the transition of technology from the status of external integration status of devices and transmitters to the status of internal integration collaborator in communication. The work will structurally consist of five parts. The first and second parts of the work consist of the necessary structural content introductory content and a research plan with a conceptual framework. In the following, we will talk about the strong encounter between technology and journalism in the period of the first and second technological revolutions, and according to the pattern of interaction: technology as a device and channel on the one hand, and journalism in which the main and only communicator is man, on the other hand. In the same part of the paper, we will talk about changing the status of devices and channels to the status of technology as a complementary actor in communication. The paper will show that the contemporary application of artificial intelligence (AI) technology in journalism changes the historical relationship between people and technology from the status of subjects objects to the status of subjects "as subjects". The centuries long contact of journalism with technology has entered a phase in which technology in journalism begins to question the roles of both journalists and technology, their interaction and the consequences that this mutual relationship has on the media. The skepticism that appears among journalists, born of concern for their personal status and future in the profession, does not grow into anything more than personal observations or conclusions from seminars. The coming years will be a time of serious restructuring of journalistic activity in newsrooms, methods, and approaches. The internal integration of journalism and technology is no longer walking on fire. It has become a living process in the distribution of media news, in the sense of the acceptance of people journalists to have helpers and collaborators in the tasks of selection and writing of news, in research tasks and tasks of verbal and visual communication with the media audience. VI has become a concept, a communicator with the potential to take a wider place for people journalists. The work has the character of theoretical research, and to achieve these goals, the work uses: the historical method of diachronic comparison, the method of theoretical analysis, the method of deduction and the method of induction.