Viewer Perceptions on AI-Supported Digital Newscasters: A Qualitative Analysis in the Context of Parasocial Interaction Theory

Authors : Nihal Erdoğan Sepetci

Pages : 284-306

Doi:10.32739/etkilesim.2025.8.16.314

View : 91 | Download : 377

Publication Date : 2025-10-31

Article Type : Research Paper

Abstract :The development of Artificial Intelligence (AI) technologies is gaining increasing momentum in the publishing industry, as in many other sectors. AI applications, which are generally used for technical support in the background in traditional media operations, have become more visible in recent years. Newscasters created with AI have started to be used on digital platforms. This study focuses on the impact of ‘Alexa’, Türkiye’s first digital news anchor created with AI, on the viewers of the RoboTV channel operating on the YouTube platform. In this direction, in-depth interviews were conducted with 12 individuals who had experience with ‘Alexa’, and the data obtained were analyzed using qualitative content analysis to identify themes, in the context of ‘parasocial interaction theory’. As a result of the research, it was revealed that the satisfaction level of the viewers with the broadcast content transmitted by the AI anchor was lower compared to the content presented by the human anchor. Participants stated that the lack of emotion and facial expression of the AI news anchor made it difficult for the audience to establish an emotional connection with the anchor. This research shows that the adoption of AI anchors in broadcasting has a direct impact on audience perception and satisfaction with broadcast content. The results provide a basis for future research by providing insights into how viewers evaluate the use of AI technologies in the media sector at this stage.
Keywords : Yapay zekâ, yapay zekâ spiker, yapay zekâ spiker izleyicileri

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