Iranian Journal of Sociology

The Use of Artificial Intelligence Tools by Iranian Reporters

Authors

Akbar mantashlo 1
Hossein Ghajari 2
zahra mohammadi 3

1 M.A. Graduate in Media Management, Payame Noor University, Tehran, Iran

2 Assistant Professor, Department of Social Sciences, Payam Noor University, Tehran, Iran

3 Associate Professor, Department of Sociology, Payam Noor University, Tehran, Iran

10.22034/jsi.2025.2062439.1791
Abstract
This articl aims to examine and analyze, from an interdisciplinary perspective, the use of artificial intelligence (AI) tools by Iranian journalists, and to identify the factors influencing this usage based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. As one of the most comprehensive, interdisciplinary, and validated models for investigating the acceptance of emerging technologies, UTAUT2 was deemed appropriate for analyzing journalists' adoption of AI tools due to its consideration of a wide range of individual and social factors.
The research employs a survey methodology, with data collected via a modified standard questionnaire. The statistical population consists of journalists working in news agencies based in Tehran, from which a random sample of 200 individuals was selected using simple random sampling.
The findings reveal that journalists' familiarity with and use of AI tools are relatively low. Various factors—including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and price/value (the study variables)—have a significant impact on behavioral intention and actual use of these technologies.
The results suggest that although Iranian journalists generally hold a positive attitude toward using AI tools, their actual usage remains limited. This indicates a gap between the potential and the real-world application of artificial intelligence in Iran’s media industry.

Keywords

Artificial Intelligence Tools
Media
Journalism
Technology Acceptance
and Unified Theory of Acceptance and Use of Technology (UTAUT)
Subjects
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Iranian Journal of Sociology
Volume 25, Issue 4
Winter 2025
Pages 59-87

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