AUTOMATION OF COMMUNICATION PROCESSES: ADVANTAGES AND ETHICAL ASPECTS

Abstract

The article is devoted to a comprehensive analysis of communication process automation in the modern media environment as a key factor in the transformation of journalism, audiovisual art, and documentary practices. The purpose of the study is to determine how the integration of artificial intelligence technologies reshapes the structure of social communications, the professional role of the journalist, and the ethical boundaries of using intelligent systems in media production. The research traces the shift from technical automation to algorithmically driven models of content creation and dissemination, which significantly affect information credibility, the nature of authorship, and patterns of audience engagement. The methodology is interdisciplinary and combines approaches from media analytics, social communication theory, digital ethics, and cognitive studies. The theoretical framework includes concepts of algorithmic journalism, personalized information flows, generative technologies, and digital humanism, which enable interpreting automation as a multidimensional sociocultural process. Based on an analysis of scholarly sources, five automation models are systematized: algorithmic journalism, automated content management, media monitoring, personalized content delivery, and generative systems. The scientific novelty lies in the comprehensive conceptualization of automation not merely as a technological mechanism but as a phenomenon shaping a new professional identity for the journalist – from an information producer to a curator of digital experience. It is established that the audiovisual sphere demonstrates the greatest potential for harmonizing technological efficiency with creative expressiveness, while simultaneously intensifying ethical risks associated with manipulation, deepfake technologies, and algorithmic opacity. The study demonstrates that the sustainable development of media in the age of artificial intelligence is possible only under conditions that ensure balance between innovation and humanistic values, transparency of algorithmic practices, and responsible journalistic ethics.