Evaluation of the use of artificial intelligence in political content from a generational perspective

The increasing use of artificial intelligence technologies in the field of communication and media brings about various changes in many areas, from the analysis of voter behavior to the production of political content. The increasing use of artificial intelligence technologies in communication and media is bringing about various changes in many areas, from the analysis of voter behavior to the production of political content. Along with these social changes, the ideas, perspectives, and behaviors of generations with different characteristics are also being reshaped in the political arena. At the same time, the increasing use of artificial intelligence tools in political communication activities by political actors today makes it important and necessary to analyze the sociological effects of artificial intelligence technologies on social perception. In this regard, this study aims to analyze the readings and meaning-construction processes carried out by individuals from different generations, in line with Stuart Hall's theory of reception analysis, and to analyze the similarities and differences in decoding among different generations. The study population consists of adult digital media users. The population includes individuals from different generations (Silent, Baby Boomers, X, Y, and Z). The sample consists of thirty-five participants, seven from each generation, using purposive sampling. Participant selection was based on age range, frequency of digital media use, and level of engagement with political content. Seven participants from different generations were shown the AI-generated content "You are always with us," which was then presented with eighteen questions prepared in a semi-structured interview format. The data were categorized into dominant, negotiated, and oppositional readings, in line with Stuart Hall's reception model, and a qualitative interpretative analysis was conducted based on this classification. The research findings include that the reception style of participants from the same generation varies depending on the context, that participants from different generations can decode AI-generated political content using the same type of reading, and that individuals from the same generation engage in different readings of the content they watch.