News Audiences in the Age of Artificial Intelligence: Perceptions and Behaviors of Optimizers, Mainstreamers, and Skeptics

ABSTRACT

This study segmented digital news users according to their engagement with news personalization services. A national survey of 1,369 randomly selected digital news users was conducted. Three groups were identified through latent class analysis: Optimizers, Mainstreamers, and Skeptics. Optimizers had the most favorable attitude toward the services and the highest perceived contingency of news personalization. Skeptics showed the least favorable attitude and had the lowest perceived contingency. Optimizers were the most active consumers of digital news platforms, whereas skeptics were lagging in using digital news services. The study discussed the differences between these groups and their implications on news organizations.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

The work was supported by the Tow Center for Digital Journalism at Columbia University’s Graduate School of Journalism.

Notes on contributors

Joon Soo Lim

Joon Soo Lim, (Ph.D University of Florida) is an associate professor of the S.I. Newhouse School of Public Communications at Syracuse University. His research interests include organizational adoption of disruptive innovations, consumer brand engagement, social media engagement, and stakeholder engagement strategies in CSR communication.

Donghee Shin

Donghee Shin, (Ph.D & M.S., Syracuse University) is a professor at the College of Communication and Media Sciences at Zayed University. His research interests include digital journalism, human-computer interaction, and algorithmic media. His recent research in computer/algorithm as media addresses: embodied cognition, the subjective value of information, interaction and interactivity.

Jun Zhang

Jun Zhang, (Ph.D Syracuse University) is an assistant professor at the School of Journalism and Strategic Media at Middle Tennessee State University. Her research interests are in the areas of emerging information technologies and their impact on communicative behavior, crisis communication, and health misinformation.

Stephen Masiclat

Stephen Masiclat, (M.S. Cornell University) is the Director of Education Technology for the Innovation Foundation. His research focus is applied artificial intelligence for learning support.

Regina Luttrell

Regina Luttrell, (Ph.D California Institute of Integral Studies) is an associate professor of public relations and the associate dean for research & creative activity at Syracuse University. Her research interests focus on public relations, artificial intelligence, mis/disinformation, a multi-generational workforce, and the intersection of social media with society.

Dennis Kinsey

Dennis F. Kinsey (Ph.D. Communication, Stanford University) is a professor of public relations and director of the Public Diplomacy and Global Communications program at Syracuse University. His research interests include the scientific study of subjectivity.