Attitudes of the Libyan Audience Towards AI-Driven Media Content on Social Media Platforms: A Field Study.

Abstract

This empirical field study examines the Libyan audience's attitudes toward the increasing integration of artificial intelligence (AI) in generating and disseminating media content across social media platforms. Recognizing the pivotal role these platforms serve as primary sources of information and communication in Libya, this research aims to assess the public's awareness regarding the nature of AI-driven content and analyze their corresponding perceptions.

The study addresses a core research problem structured around four key dimensions: the level of awareness concerning AI mechanisms, the impact of this reliance on audience trust and perceived content credibility, its implications for Libyan cultural identity, and its influence on the diversity of the media landscape.

The research pursues seven principal objectives: to measure the levels of audience awareness and attitudes; to identify the factors shaping these attitudes; to document demographic variations; to evaluate the effect of AI-dependency on perceived credibility; to explore the correlation between usage intensity and awareness; and to propose a framework for fostering critical media literacy. Employing a mixed-methods approach, the study integrates quantitative and qualitative methodologies for comprehensive data collection and analysis. It seeks to answer fundamental questions regarding the nature of awareness and attitudes, their determinants, demographic disparities, the relationship between awareness, trust, and engagement patterns, and the perceived risks and opportunities associated with AI adoption.

The anticipated findings are expected to deepen the scholarly understanding of the complex interplay between emergent technologies and societal dynamics within a distinct Arab socio-political context. Furthermore, the study aims to yield practical, evidence-based insights to guide media institutions, policymakers, and relevant stakeholders in Libya.