Al Ethics in Digital Media Ecosystems: Balancing Algorithmic Efficiency and Human Protection

Sumaiyah Maya; Nolly Media Putra; Laura Zevira Arfa

Al Ethics in Digital Media Ecosystems: Balancing Algorithmic Efficiency and Human Protection

Authors

Sumaiyah Maya Universitas Muhammadiyah Riau
Nolly Media Putra University of Muhammadiyah Riau
Laura Zevira Arfa Universitas Muhammadiyah Riau

Keywords:

Ethics of Artificial Intelligence; Digital Ecosystem; Digital Media and Communication; Algorithms and Human Protection

Abstract

The development of artificial intelligence (AI) in the digital media and communication ecosystem has brought a leap in efficiency through the automation of content production, personalization of information distribution and optimization of audience engagement. However, behind the efficiency of the algorithm arise various ethical issues related to privacy, bias, polarization, manipulation and protection of vulnerable groups. This study aims to critically understand the ethics of artificial intelligence (Al) in the media and digital communication ecosystem by highlighting the tension between algorithmic efficiency logic and the need for human protection. This study uses a qualitative approach by combining interviews and systematic literature review. In-depth interviews with key informants consisting of media practitioners, regulators and academics to explore empirical experiences and normative views related to the use of A/ in the media. Meanwhile, literature reviews are conducted on journal articles, academic books and policy documents discussing ethics in the media and digital communication sectors. The thematic analysis was carried out by mapping the practice of using Al in three main domains, namely journalism, social media and video/digital advertising platforms. The results show that the application of Al in the media tends to be driven by efficiency and commercialization, while ethical dimensions such as justice, transparency and accountability and respect for human dignity are often not adequately integrated in the design and governance of algorithms. This article proposes an ethical responsibility framework that places media companies, digital platforms, AL developers, regulators and users as actors in the development of human centered and responsible AL practices in the media sector, especially in the context of digital transformation in developing countries such as Indonesia.

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Al Ethics in Digital Media Ecosystems: Balancing Algorithmic Efficiency and Human Protection