THE ROLE OF ARTIFICIAL INTELLIGENCE IN DIGITAL COMMUNICATIONS MEDIA DEPENDENCE THEORY PERSPECTIVE

Abstract

In the evolving digital age, the role of artificial intelligence (AI) has become central in redefining the dynamics of digital communication. This research approaches the phenomenon through the lens of media dependency theory, exploring how AI affects human interactions with digital media. Media dependency theory offers a conceptual framework for understanding the extent to which AI dependency affects information consumption, social interaction and decision-making in the context of digital communication. It explores cognitive, affective, and behavioral impacts. The research method used is qualitative with a library research approach to analyze data by reading, investigating, and analyzing written sources related to the research topic. The results of this study show that the role of AI in digital communication has shaped the new way we interact with information and technology. It affects our cognitive, affective, and behavior significantly, but also requires us to remain vigilant to mitigate risks and ensure positive effects in the dynamics of media dependence. Cognitively, AI is changing the way we process information and interact with digital content, which makes understanding and accessing data easier. With the ability to understand and respond to human emotions, AI creates an emotional (affective) dimension in digital interactions and results in more emotionally connected experiences. On the behavioral side, AI is responsible for changing user behavior, creating digital habits, and tailoring experiences to individual preferences.