Influence of AI and Digital Media Trends, Algorithms and Big Data on Agenda Setting and Narrative Building of Media Students: A Case Study of Universities in Islamabad

Abstract

The purpose of this research is to survey the influence of AI and Digital Media trends, algorithms and bigdata on media studies students in Islamabad Universities including NUST, NUML, AIOU, FAUST, FJWU and Bahria University while analysing shift in Agenda Setting and narrative building. Two research questions and three research hypotheses led the study. Uses and gratification theory is used in this deductive research. To accomplish this, Quantitative and the descriptive survey research design is employed. The study focused on undergraduate, masters and doctoral students of Media studies, Mass Communication and Journalism in Islamabad Universities. The stratified sampling technique is utilized to select a sample of 200 students. Likert Type Rating Scale Questionnaire is employed to assemble data from the students. Descriptive statistics of male and female counts and percentage is utilized to scrutinize the demographic statistics. The study's conclusions shed light on how new technologies particularly artificial intelligence (AI), digital media trends, algorithms, and big data are changing the theoretical and practical frameworks that media students in Islamabad use to set agendas and create stories. The study's local focus offers contextually pertinent insights into how Pakistani media students understand and assimilate worldwide digital trends. Research findings revealed that Pakistan's distinct cultural, political, and economic characteristics such as differences in internet access, laws governing the media, and sociopolitical sensitivities modify the impact of artificial intelligence and digital trends in subtle ways. Through their narrative practices, students actively negotiate, adapt, and occasionally oppose the forces of digital influence rather than being passive recipients of it.