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

Autores/as

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

DOI:

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

Palabras clave:

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

Resumen

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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Biografía del autor/a

Bilge Şenyüz, Universidad de Marmara

La profesora asociada Bilge ŞENYÜZ es académica en el campo de los estudios de comunicación. Trabaja como profesora asociada en la Universidad de Mármara/Facultad de Comunicación en Estambul/Turquía desde 2023. Obtuvo su doctorado y maestría en periodismo en la Universidad de Ankara en Turquía. También terminó su segundo programa de maestría en la Universidad Técnica de Oriente Medio/Estudios de Política Científica y Tecnológica. Trabajó como asistente de investigación en la Universidad de Gazi de 2012 a 2018 y como profesora asociada en la Universidad Hacı Bayram Veli de Ankara de 2018 a 2023. Antes de eso, fue "especialista en análisis de prensa" para el Estado Mayor turco. Más recientemente, trabajó en los Estados Unidos de América como investigadora postdoctoral (de marzo de 2017 a marzo de 2018). Sus actuales intereses de investigación incluyen estudios de medios digitales, métodos de investigación, periodismo algorítmico (robótico), periodismo en línea, visualización de datos, ética de los medios y género. También le interesa la codificación y los mapas mentales, y su pasión es difundir estas habilidades.

Ebru Özgen, Universidad de Mármara

La profesora Dra. Ebru ÖZGEN se graduó en el Departamento de Relaciones Públicas y Publicidad de la Facultad de Comunicación de la Universidad de Mármara en 1993. Ese mismo año, comenzó sus estudios de maestría en el Programa de Posgrado de Relaciones Públicas en el Instituto de Ciencias Sociales de la Universidad de Mármara y comenzó a trabajar como asistente de investigación en la Facultad de Comunicación. En 1995, Özgen completó su tesis de maestría titulada "Relaciones públicas en las operaciones hoteleras en el sector turístico". En septiembre de 1995, Özgen comenzó su doctorado en el programa de Relaciones Públicas en el Instituto de Ciencias Sociales de la Universidad de Mármara, obteniendo su doctorado con una disertación sobre "La eficacia de las relaciones públicas en la psicología de la gestión" en 1998. Se convirtió en profesora asistente en 2001, profesora asociada en 2012 y profesora doctora en 2018. Özgen imparte varios cursos, incluidos Relaciones públicas, Comunicación de marca, Nuevos medios, Retórica y enfoques críticos, Responsabilidad social y Branding. Actualmente, se desempeña como Jefa del Departamento de Relaciones Públicas y Publicidad en la Facultad de Comunicación.

Anıl Uğur Oğuzcan, Universidad de Giresun

El profesor adjunto Anıl Uğur OĞUZCAN completó su educación universitaria en la Universidad de Yaşar, Departamento de Relaciones Públicas y Publicidad con una beca. Completó su maestría en la Universidad de Giresun, Departamento de Relaciones Públicas y Publicidad, y su doctorado en la Universidad de Mármara, Departamento de Relaciones Públicas y Publicidad. Trabajó como asistente de investigación en la Universidad de Giresun, Facultad de Comunicación de Tirebolu de 2012 a 2016 y en la Universidad de Mármara, Facultad de Comunicación de 2016 a 2023. Ha trabajado como profesor asistente en la Universidad de Giresun / Facultad de Comunicación de Tirebolu en Giresun / Turquía desde 2023. Imparte cursos sobre campañas de relaciones públicas, comunicación de sostenibilidad, prácticas de responsabilidad social corporativa, tecnologías de la comunicación, planificación de la investigación en relaciones públicas. Realiza estudios sobre teorías de relaciones públicas, teorías de la comunicación, responsabilidad social corporativa y sostenibilidad, medios sociales y redes sociales.

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