Cr-IA Med-IA emerges from the intersection of creativity and intentionality in human communication, aligning with the technological, productive and economical dynamics that govern the media system. It aims to monitor and analyse how, and to what extent, the adoption of new technologies supported by Artificial Intelligence (AI) systems influences and transforms the social and economic processes related to communication, as well as the creation and distribution of digital content. These processes—creative, cognitive, behavioural, strategic, and economic—intersect in the production, dissemination, and consumption of media content, both in the journalistic sector and in the broader landscape of media production and the creative industries.

Cr-IA Med-IA investigates the modes of introduction and adoption of technologies in creative, communicative, and entertainment processes, as well as in the professional activities of individuals and organisations. It considers aspects such as algorithmic literacy and AI literacy, the evolution of sociotechnical imaginaries, and their implications for professional work and user behaviour in terms of selection, preference, verification, trust-building, loyalty, collaboration, and media consumption on digital platforms.

The project seeks to examine these dynamics as  essential elements in adapting professional strategies and fostering more collaborative and transparent interactions in the digital environment. It underscores the importance of a critical and informed approach to AI adoption, aiming to maximise benefits while mitigating the risks associated with its integration into creative and media consumption processes.

Furthermore, Cr-IA Med-IA seeks to contextualise behaviours and practices, producing up-to-date and relevant knowledge for the academic community and civil society across various sectors, contributing to the development of regulatory frameworks and public policy.

Cr-IA Med-IA is a dynamic and open project, welcoming collaboration with students and researchers interested in studying this phenomenon, as well as with professionals and users of digital technologies and platforms. It invites all those who wish to participate in ongoing studies or who have an interest and curiosity in this field.

Cr-IA Med-IA is a project developed within the research activities of MediaLab, a laboratory integrated into the Centre for Research and Studies in Sociology (CIES-Iscte) at Iscte - University Institute of Lisbon.

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