Integrating GenAI into communication education for ‘generation prompt’: an exploration of academics' perspectives on its benefits, challenges, and future prospects in Turkiye

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.