Mass Communication Specialist Today: New Competencies, Challenges, and the Impact of Artificial Intelligence

Abstract

The rapid advancement of digital technologies and artificial intelligence has introduced new challenges to the field of mass communication and to the professionals working within it. For the modern mass communication specialist, traditional professional skills are no longer sufficient, acquiring more diverse competencies essential. This paper examines the emerging professional challenges within the field of mass communication. It is based on a qualitative approach and draws on an analysis of contemporary scholarly literature, current trends, and international practices. At the same time, it identifies key ethical challenges related to disinformation, data bias, and professional responsibility. In conclusion, the paper emphasizes the need to update skills and academic programs to ensure they align with the demands of the modern media environment.