You do not own your look, your voice, or written words. Once you put yourself out on the internet, it is the internet’s for the taking (except if you live in France but that’s a different story). As Scarlett Johansson now squares off with OpenAI for the use of her voice, the battle for what defines human culture is just beginning. Ms. Johansson’s AI problem is just a small point on a large scale as the media begins to lose itself (and jobs) to technology.
The local journalists and opinion columnists once cultivated culture. Today, unfortunately, culture is being cultivated by algorithms. Language, ideas, beliefs, customs, institutions, techniques, music, and art are just some of the things which make up our culture. This is why outlets used to have specialized reporters for music, art, faith, cars, etc.
However, the dawn of social media has stripped many in the industry of these once-specialized beats. We are now slowly seeing the effects of what happens to culture when it is not serendipitous, or cultivated but curated by a series of 1’s and 0’s.
Local journalists are dependent on culture for news gathering. When there is a crime, they talk to people in the neighborhood, maybe someone who knew the victim (the daring journalist talk to the people who know the alleged perp). News people are reliant on those in the community, and our natural curiosity, to inform listeners/viewers about the local art exhibition, a new coffee store opening, and/or a profile story on a hero returning home from war.
Today, in the back of the minds for many in local newsrooms is “Will this click?” Story selection should not be made by ‘what clicks,’ but what impact does this have on the community we serve. Clicks are from more than just the local community but from the world as a whole. You could have followers from other parts of the world, depending on clicks should be the least of your worries. This is a very specific example on AI and algorithms’ effect on local news.
While local outlets are vying for clicks to survive, larger outlets are manipulating this AI culture click grab and twist it. Media giants who report nationally are competing with each other, therefore competing for a specific share of the market (their political base).
Journalists are the first to record history, yet today’s ‘click culture’ perpetuates extremist ideas and lacks originality. Yes, history is crafted by the winners but when there are two records to history (left and right) everyone loses.
I’m not saying everyone has to agree, instead outlets need to have enough dignity to cut out extremist ideals like those of Representatives Ilhan Omar, and Rashida Tlaib (Left) or Representatives Marjorie Taylor Green or Lauren Boebert (Right). None of these women would have garnered attention if it weren’t for social media and their algorithms.
As for AI, journalist’s words are already being stolen or enhanced (if they are shame on you) because of the technology. AI is eliminating the craft of writing, as it does with the crafts of art and music. Journalists, especially those in print, do more than just tell you what happened. They understand the nuance of words and how those words shape the culture of different areas. For example, New York culture dictates, you are in Staten Island but you are on Long Island. AI and algorithms can not differentiate the two (Yes, I know it can learn but it really shouldn’t).
Another thing AI cannot do, sports. Sure, ChatGPT might be able to give you a write-up of a match after another outlet has produced it but it can’t ‘do it live.’ AI-controlled cameras can not differentiate a ball from a bald head, let alone give a coherent play-by-play of what is happening. Rightfully so it shouldn’t, because this is innately human. However, those in the tech sector are trying to make AI better. Just because technology is better doesn’t mean it’s better for humanity.
For those in the technology industry who will be critical of this saying Artificial Intelligence and algorithms are not the same. You are right they are not. However, you can not have AI without algorithms. Therefore the issues the media industry is having in this technological age would be significantly different without algorithms. AI is further exacerbating the problem.
Artificial Intelligence is taking more than media industry jobs, it’s now blatantly taking the voices of celebrities, hosting beauty pageants, and creating music. Meaning, AI is creating the culture around us. Culture is no longer crafted by humanity but completely artificial and manipulated.
Krystina Alarcon Carroll is a news media columnist and features writer for Barrett Media. She has experience in almost every facet of the industry including: digital and print news; live, streamed, and syndicated TV; documentary and film productions. Her prior employers have included NY1 and Fox News Digital and the Law & Crime Network. You can find Krystina on X (formerly twitter) @KrystinaAlaCarr.
