Investigating the Challenges and Opportunities of Artificial Intelligence (AI) on Media Studies at Higher Learning: A Case Study of Uganda Martyrs University

Abstract

The study looked at the challenges and chances that artificial intelligence brings to media studies at higher education, using Uganda Martyrs University (UMU) as an example. It focused on understanding how AI tools and technology are currently used in the media studies courses at UMU to find out what challenges and opportunities they bring. The study used the Technology Acceptance Model (TAM), which was created by Fred Davis in 1986. This model helps predict and explain why people might accept or use new technology. According to the model, two key factors influence people’s willingness to use a new technology: Perceived Usefulness (PU), which is the belief that using the technology will improve job performance, and Perceived Ease of Use (PEOU), which is the belief that using the technology will be simple and straightforward. The study used a descriptive case study approach, combining both quantitative and qualitative methods. Data was gathered through questionnaires and interviews. During data collection, both simple random sampling and purposive sampling were used. A total of 52 people were selected, including students and lecturers from the Department of Journalism and Mass Communication, as well as members of the IT Department. However, only 50 of them responded, which was enough to complete the study. The findings showed that AI is being used more in media studies at Uganda Martyrs University, both in teaching and in practice. This helps students develop their creativity, personalization skills, and digital abilities. However, there are some problems, like not enough infrastructure and no official policy in place. AI technology supports content creation, data analysis, and new ways of learning, helping students prepare for future careers in media. The study suggested that Uganda Martyrs University should officially include AI in its media studies program by creating a specific course, investing in better technology, teaching AI ethics, offering ongoing training for both students and staff, and setting up a system for monitoring and getting feedback. This would help deal with any new issues and make sure AI is used responsibly and effectively in media education.