REDEFINING MEDIA CAREERS IN THE XXI CENTURY: INTEGRATION OF AI TOOLS, PERSONAL BRANDING AND NEW HORIZONS
DOI :
https://doi.org/10.5281/zenodo.17492182Résumé
The 21st century marks a transformative period for global media, driven by rapid digitalization, artificial intelligence (AI), and new forms of professional identity. Traditional newsroom structures are being reshaped by technological innovation and the emergence of hybrid media professions that blend creativity, analytics, and digital strategy. This conceptual paper examines how AI tools and digital transformation redefine the competencies, hiring practices, and career trajectories of media professionals. Drawing on recent examples from international media organizations such as The Guardian, BBC, and Forbes, the study analyzes the growing significance of personal branding, soft skills, and technological literacy in the modern media labor market. The discussion emphasizes the human–AI collaboration paradigm and highlights the necessity of aligning human resource (HR) strategies with digital realities. The findings contribute to current debates on media innovation and workforce adaptation, suggesting that future media professionals must cultivate strategic thinking, continuous learning, and authentic digital presence to remain competitive in an AI-driven ecosystem.
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