AI GENERATIVE CHATBOT IN THE MEDIA: JOURNALISTIC COVERAGE OF CHATGPT IN BOSNIA AND HERZEGOVINA

In diffusion research, journalistic coverage is acknowledged as a significant factor in spreading awareness and fostering knowledge about innovation, potentially accelerating or impeding the adoption process. With regards to AI-related innovations, this dynamic has largely been studied within the context of Western developed countries. There is far less understanding of how this process unfolds in the news ecosystem of post-communist countries, particularly those with lower democratic standards and weaker economic development, such as Bosnia and Herzegovina. With the intention of gaining preliminary insights, this study investigated how the journalistic organizations in Bosnia and Herzegovina covered the emergence and societal adoption of ChatGPT, a novel form of generative AI, during the initial six-month period following its widespread availability. The content analysis of relevant news messages (N=542) published by 40 legacy and digital- only news outlets was used to explore the key characteristics of journalistic coverage, the attention given to the issue over time and the media depictions of this innovative AI technology. Results indicate that a small group of news outlets, predominantly legacy news organizations, provided significantly more content on ChatGPT than others, particularly public broadcasting services. Findings highlight a tendency among news outlets to focus on either the risks or benefits of ChatGPT and similar AI-based products and amplify sources associated with the business sector and high-tech industry, overrepresented by male voices.