Integrating GenAI into communication education for ‘generation prompt’: an exploration of academics' perspectives on its benefits, challenges, and future prospects in Turkiye

Bilge Şenyüz; Ebru Özgen; Anıl Uğur Oğuzcan

doi:10.5007/1518-2924.2025.e103465

Authors

Bilge Şenyüz Marmara University https://orcid.org/0000-0001-8717-6487
Ebru Özgen Marmara University https://orcid.org/0000-0003-4350-1799
Anıl Uğur Oğuzcan Giresun University https://orcid.org/0000-0002-0376-7632

DOI:

https://doi.org/10.5007/1518-2924.2025.e103465

Keywords:

GenAI, Media studies, Communication Education, Generation prompt, Education technologies

Abstract

Objective: This study investigates the integration of generative artificial intelligence (GenAI) into educational activities in communication faculties across the three most populous cities in Türkiye: Istanbul, Ankara, and Izmir.

Methods: Using a robust semi-structured in-depth interview technique, a qualitative research method, we conducted online interviews with 15 academics from communication faculties in state and private universities.

Results: The findings, evaluated through the lens of the Technology Acceptance Model (TAM) and Diffusion of Innovations Theory (DIT), are organized into several categories: "GenAI in the context of technology acceptance," "First encounter with GenAI," "Practices of use in academic activities," " Academics attitude towards students’ use of GenAI," "Potential benefits and challenges," "Institutional GenAI policies," "GenAI policies in Türkiye’s higher education," and "Future predictions."

Conclusions: Academics reported using GenAI in both theoretical and practical courses, utilizing its creative capabilities. However, they also expressed a critical stance on ethical issues, such as inaccuracies, fabricated content, bias, potential loss of creativity, and copyright concerns. This critical perspective underscores their unwavering commitment to the ethical use of GenAI, reassuring about the responsible implementation of GenAI. Participants emphasized the importance of shifting from knowledge-based to skill-based education for the "Generation Prompt," and predicted a significant decline in media-related employment in the future.

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Author Biographies

Bilge Şenyüz, Marmara University

Associate Professor Bilge ŞENYÜZ is an academic in the field of communication studies. She has been working as an associate professor at Marmara University/Faculty of Communication in Istanbul/Türkiye since 2023. She has received both her Ph.D. and M.A. degrees in journalism from Ankara University in Türkiye. She also finished her second master’s program at Middle East Technical University/Science and Technology Policy Studies. She worked as a research assistant at Gazi University from 2012 to 2018 and as an associate prof. at Ankara Hacı Bayram Veli University from 2018-2023. Before that, she was a "press analysis specialist" for the Turkish General Staff. Most recently, she worked in the USA as a postdoctoral researcher (from March 2017 to March 2018). Her current research interests include digital media studies, research methods, algorithmic (robot) journalism, online journalism, data visualization, media ethics, and gender. She also has an interest in coding and mind-mapping, and it is her passion to spread these skills.

Ebru Özgen, Marmara University

Professor Dr. Ebru ÖZGEN graduated from the Department of Public Relations and Publicity at Marmara University Faculty of Communication in 1993. In the same year, she began her master's studies in the Public Relations Graduate Program at Marmara University's Institute of Social Sciences and started working as a research assistant at the Faculty of Communication. She completed her master's thesis, titled "Public Relations in Hotel Operations in the Tourism Sector," in 1995. In September 1995, Özgen began her PhD in the Public Relations program at Marmara University's Institute of Social Sciences, earning her doctorate with a dissertation on "The Effectiveness of Public Relations in Management Psychology" in 1998. She became an Assistant Professor in 2001, an Associate Professor in 2012, and a Professor Dr. in 2018. Özgen teaches various courses, including Public Relations, Brand Communication, New Media, Rhetoric and Critical Approaches, Social Responsibility, and Branding. Currently, she serves as the Head of the Department of Public Relations and Advertising at the Faculty of Communication.

Anıl Uğur Oğuzcan, Giresun University

Assistant Prof. Anıl Uğur OĞUZCAN completed his undergraduate education at Yaşar University, Department of Public Relations and Advertising with a scholarship. He completed his M.A. at Giresun University, Department of Public Relations and Publicity, and his Ph.D. at Marmara University, Department of Public Relations and Publicity. He worked as a research assistant at Giresun University, Tirebolu Faculty of Communication from 2012 to 2016 and Marmara University, Faculty of Communication from 2016-2023. He has been working as an assisstant professor at Giresun University/Tirebolu Faculty of Communication in Giresun/Türkiye since 2023. He teaches courses on Public Relations Campaigns, Sustainability Communication, Corporate Social Responsibility Practices, Communication Technologies, Research Planning in Public Relations. He conducts studies on public relations theories, communication theories, corporate social responsibility and sustainability, social media and social networks.

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