Adoptive, Rejective, and Safe Emersion in Netflix Values Among Youth

This study explores the determinants of the acceptance and adoption of AI tools and applications among media researchers and scholars.The paper relies on the four key factors proposed by the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the aspects, domains, motivations, and challenges of AI technology adoption in conducting scientific research of media and communication.An online survey was administered to a convenience sample of 200 researchers and scholars affiliated with public and private universities in Egypt.Findings indicated a high level of awareness of AI uses in academic research and a moderate level of perception of AI benefits and risks.Respondents reportedly used AI tools to perform specific research tasks, including proofreading and translation, literature review, and paraphrasing.However, several challenges of adopting AI in research were articulated by the participants, such as the possible bias and inaccuracy of generative data, probable violation of copyrights, and lack of resources about AI functionality in academic research.Furthermore, the four key variables of the UTAUT (Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions) were valid in affecting the degree of AI adoption among researchers, especially for male respondents and the age range from 30 to 45. Surprisingly, gender, age, academic ranking, and minor specialization of the researchers did not significantly affect the level of AI acceptance and usage in scientific research.