2024

Honkanen, Petri; Nylund, Mats

The study examines the transformative potential impact of Generative AI (GAI) on society, media, and media education, focusing on the challenges and oppor-tunities these advancements bring. GAI technologies, particularly large language mod-els (LLMs) like GPT-4, are revolutionizing content creation, platforms, and interaction within the media landscape. This radical shift is generating both innovative educa-tional methodologies and challenges in maintaining academic integrity and the qual-ity of learning. The study aims to provide a comprehensive understanding of how GAI impacts media education by reshaping the content and traditional practices of media-related higher education. The research delves into three main questions: the nature of GAI as an innovation, its effect on media research and knowledge acquisition, and its implications for media education. It introduces critical concepts such as radical uncer-tainty, which refers to the unpredictable outcomes and impacts of GAI, making tra-ditional forecasting and planning challenging. The paper utilizes McLuhan’s tetrad to analyze GAI’s role in media, questioning what it enhances or obsoletes, retrieves, or reverses when pushed to extremes. This theoretical approach helps in understand-ing the multifaceted influence of GAI on media practices and education. Overall, the research underscores the dual-edged nature of GAI in media education, where it pre-sents significant enhancements in learning and content creation while simultaneously posing risks related to misinformation, academic integrity, and the dilution of human-centered educational practices. The study calls for a balanced approach to integrating GAI in media education, advocating for preparedness against its potential drawbacks while leveraging its capabilities to revolutionize educational paradigms.