Abstract
As artificial intelligence (AI) reshapes industries, journalism and mass communications professions are slowly adapting to these technologies. This study employs the Technology Acceptance Model (TAM) and AI-TAM frameworks to examine predictors of AI adoption intent among college students preparing for careers in the field. Survey results reveal that perceived usefulness, trust in AI output quality, organizational requirement, ethical awareness, and certain sociodemographic factors such as race predict AI adoption intent. Additionally, the study highlights differences in adoption intent among students in different subfields of mass communication, including journalism, advertising, and public relations. It underscores the importance of expanding traditional TAM-based models to include other AI-specific factors and offers actionable insights for advancing journalism and mass communication education and careers to improve students’ competitiveness post-graduation.
DOI
10.31446/JCP.2026.1.03
Author ORCID Identifier
Chinwendu P. Akalonu: 0009-0009-8470-1966
Recommended Citation
Akalonu, C. P. (2026). Artificial intelligence adoption among future journalism and mass communication professionals: A TAM-based approach to students’ generative AI adoption intent. Journal of Communication Pedagogy, 10, 21–36. https://doi.org/10.31446/JCP.2026.1.03
Included in
Communication Technology and New Media Commons, Education Commons, Mass Communication Commons
