Breaking through the noise : how the media's gatekeeping process impacts the promotion of artificial intelligence stories in the news
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This project explores the media's gatekeeping process regarding AI stories and how higher education communicators can promote positive AI research. The study uses qualitative research methods, including semi-structured interviews with 10 tech journalists who have covered AI for major publications. The data collected from these interviews was analyzed using a combination of gatekeeping theory and autoethnography. The report finds that AI stories are judged by the same newsworthiness standards as other stories, such as relevance, impact, novelty, and timeliness. It also finds that public and journalist skepticism about AI influences the types of AI stories that are covered, due to concerns about job replacement, distrust of AI-generated content, and the complexity of the topic. The results of this report provide several benefits to higher education communicators. The report offers best practices for pitching AI stories, including framing AI research in terms of societal impact and practical applications, crafting compelling narratives, and using clear language. It also emphasizes the importance of cultivating media relationships, seeking unique angles, and proactively engaging with journalists. By following these best practices, higher education communicators can increase the visibility of positive AI research and help shape a more informed public narrative around AI.
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M.A.