A Comparative Study on Use of AI in Hollywood and Tamil Films

In filmmaking, the integration of AI technologies like MOCOBOT has revolutionised workflows and enhanced visual storytelling in both Hollywood and Tamil films. This study explores how these technologies are used differently across the two industries. Tamil films ‘Vikram’ and ‘Beast’, and Hollywood films ‘Inception’ and ‘Gravity’ illustrate their impact on narrative dynamics and cinematic techniques. In Tamil films, exemplified by ‘Vikram’ and ‘Beast’, MOCOBOT plays a pivotal role in capturing precise camera movements. These technologies are deployed to emphasise dramatic narrative shifts in key plots, such as the protagonist’s transformation and victory. By enhancing the visual impact of key moments, Tamil films achieve strong emotional engagement with audiences, leveraging AI-driven cinematography to heighten dramatic tension and resolution. Hollywood films ‘Gravity’ and ‘Inception’ employ AI in cinematography layered into immersive struggles and psychological depth. Techniques like long takes and practical effects that immerse viewers in existential themes and character challenges, are seen in the struggle for survival in ‘Gravity’ and in the exploration of subconscious realms in ‘Inception’. This study has employed online surveys, discourse analysis of AI-integrated films, and interviews with industry specialists to explore audience perceptions and production variations between Hollywood and Tamil films.
Keywords: MOCOBOT, cinematic techniques, dramatic narrative shifts, emotional engagement, precision camera movements, production workflows.

AI-Enabled Right Swipe: Enhancing User Experience in Dating Apps

The use of dating apps and artificial intelligence in matchmaking is a growing phenomenon globally, and India is no exception. Dating apps are software applications designed to facilitate connections between people interested in romance, casual meet or friendship. These apps are downloaded onto mobile phones and use algorithms that take into account factors such as the user’s age, gender, and preferred partner. This paper reviews the current and the recent advances in AI for dating app and challenges faced by the incorporation of the same. It also examines the existing research on the intersection of dating apps, AI, and the Indian socio-cultural landscape. It explores how AI-powered features in dating apps are changing dating dynamics in India, impacting relationship formation, and challenging traditional courtship norms. The review analyses the potential benefits of AI in creating personalised dating experiences, improving match compatibility, and addressing user concerns like safety and privacy. It also examines the way AI is used by dating app makers to increase user engagement from the first swipe to continuous conversations. By using sophisticated algorithms, machine learning, and advanced technology, developers of dating apps can create more precise matches, enhance user interaction, and personalise user experiences to ensure security and authenticity. The review explores the ethical implications, algorithmic biases, and societal challenges of AI-driven dating in India.
Keywords: Dating APP, relationship challenges, user engagement, AI algorithms, societal changes. .

Construction of Artificial Intelligence Algorithm Patterns: Technological Visibility and Imaginative Accessibility in Chinese MOBA Games

In the realm of Chinese MOBA (Multiplayer online battle arena) games, the intervention of algorithmic patterns in players’ cognitive constructions such as environmental perception during gameplay is increasingly significant. Game developers use big data and artificial intelligence algorithms for multidimensional manipulation, including arranging virtual characters, predefining outcomes, and adjusting opponent strength, triggering intricate interactive dynamics between players, and algorithmic patterns. Within the backdrop of deep integration between technological innovation and commercial operations, the technological visibility of algorithmic patterns not only imposes norms on players’ imaginative accessibility, shaping specific expectations of embodied imagination within the game’s virtual space, but players also counteract such norms through their gameplay behaviours and strategic choices. The interaction between artificial intelligence algorithm technology and players in Chinese MOBA games is critically analysed in this study, based on existing theories and empirical research, revealing the technological-humanistic logic within the gaming industry. Specifically, a mixed-method approach of in-depth interviews and focus groups was employed with gamers as the central analytical subjects, and the study was evaluated and analysed from three dimensions: the materiality of imaginative accessibility, mediated experiences, and emotions. Game operators / studios, third-party self-media video creators, and players are respectively categorised as technological leaders, public opinion influencers, and rule adapters, with their strategic interactions explored within the technical framework of artificial intelligence algorithm patterns. The study reveals that players’ perceptions and responses to algorithmic patterns are not entirely passive but, to a certain extent, can be shaped through collective action and community interactions, forming a ‘player culture’ that counters the norms imposed by artificial intelligence algorithms. Notably, amid the current dominance of Western artificial intelligence technologies, the development in the Chinese MOBA gaming sector serves as a reflective example for global South countries. The construction of algorithmic patterns and the interactive modes between players and algorithms in Chinese MOBA games demonstrate a path to development characterised by indigenous cultural features and competitive strengths, thereby exploring avenues for resisting Western technological pressures, meeting local player demands, and enhancing autonomous innovation capabilities.
Keywords: Player culture, technological visibility, imaginative accessibility, technological-humanistic logic

Network Collective Action under Transnational Technological Practices: Chinese Netizens’ “Over-the-Wall” Transactions for Accessing ChatGPT Technology

By the end of 2022, OpenAI launched the ChatGPT service, a novel generative AI technology based on natural language processing that garnered attention from Global South netizens, companies, and researchers. Prior to this, many southern countries had implemented regulatory measures to prevent transnational tech companies from controlling online experiences mediated by computers, and to combat overseas illegal and false information that disrupts online order. China, through its national firewall, filters overseas information, resulting in numerous inaccessible foreign websites. Domestically, anonymous individuals and online stores rely on VPN technology to provide “over-the-wall” services, a phenomenon long observed among internet users. The emergence of ChatGPT has spurred a large number of Chinese individual online shops capable of renting and selling OpenAI accounts. Chinese netizens have successfully overcome two “technical obstacles” through “technical support” first, using VPNs to bypass OpenAI’s firewall restrictions, and second, navigating the overseas phone number verification required for registering ChatGPT service accounts. However, according to regulations by the State and the Ministry of Industry and Information Technology, providing “over-the-wall” software and renting/selling overseas accounts violates China’s regulations on international telecommunication services, constituting illegal business operations. Nevertheless, the characterisation and legal application of behaviours related to using similar online services still reside in a “gray area”. Under the eager pursuit of new technology by a large number of Chinese netizens, many opt to take on technical risks. Thus, a network collective action regarding transnational technological practices unfolds. This study, based on Diffusion of Innovations Theory and Science Communication Theory, attempts to answer how netizens drive technological practices in the process of accepting and using generative AI technology (ChatGPT) under conditions of low accessibility across transnational environments and media technologies. Building upon past research on the acceptance and use of technology communication, the study constructs a “reach” segment between the “cognition” and “behaviour” segments. Further, the study expands upon the social system impacts within Diffusion of Innovation Theory, specifically considering the societal structures, economic development levels, and social-cultural tendencies of nations.
Keywords: Diffusion of Innovations, ChatGPT, science communication, generative AI technology..

Use of Social Media in ChatGPT Research: A Systematic Review of Literature

This study provides a systematic review of research exploring the intersection of ChatGPT and social media. Within a year of its inception, ChatGPT has taken space in our daily lives. It is important to understand how ChatGPT research is being combined with social media for the advancement of new media studies over the last one year. The researcher reviewed the entire Google Scholar database of the specific keyword string search and analysed papers after processing the inclusion and exclusion criteria identified via PRISMA guidelines. The PRISMA chart is created using the R programming language. Findings reveal that X (Twitter) is the most used platform in research with APIs and coding language integration. The newness of the technology has drawn focus on the quantitative research aspects. Methods like topic modelling and sentiment analysis have been used to identify attitudes across huge social media datasets. Future research intersecting ChatGPT and social media are expected to increase their use of platforms like Reddit and country-specific social media platforms like Ernie, Weibo, etc, in the near future. The ability of ChatGPT to understand and generate text is expected to be a pillar of future research that intersects social media and LLMs. Since it can interpret meaning and work as a labelling tool, researchers must look out for the possibility of bias within the system.
Keywords: ChatGPT, social media, systematic review, PRISMA, X (Twitter), sentiment analysis.

Exploring UI/UX Designers’ and Developers’ Perceptions and Utilisation of AI Generated Tools in Web Development

This study explores the perceptions and use of AI-generated tools by UI/UX designers and developers in web development. It aims to identify the types of AI tools commonly used, assess their benefits and challenges, and understand their impact on innovation. Adopting a qualitative approach, the research combines in-depth interviews with a comparative analysis of AI tools used for wireframing, prototyping, and design suggestions. Findings reveal that while AI tools significantly enhance efficiency and streamline workflows, they also have limitations. Designers view AI as a partner in creativity, acknowledging both its potential and constraints, while developers appreciate its role in improving collaboration and automation. The study underscores the importance of balancing AI's efficiency with human expertise, highlighting AI's evolving role in enhancing UI/UX development and fostering innovation. The study found that AI-generated tools have the potential to revolutionise the field of web development by enhancing the efficiency and creativity of UI/UX designers and developers. However, for these tools to be widely adopted, it is essential to address the concerns and needs of professionals in the field. Future research should focus on longitudinal studies to assess the long-term impact of AI tools on web development and explore strategies for optimising their integration into the workflow of UI/UX professionals.
Keywords:UI/UX designers & developers, web development, AI-generated tools, prototyping..

The Factors Influencing Willingness of User Information Sharing Behaviour in Internet-Based Community: A Case Study of ‘Red’ Platform in China

The digital era has significantly amplified the role of social media platforms in communication and engagement, especially among the youth. The platform ‘Red’ stands out with 300 million active monthly users, predominantly young females in first and second-tier cities, who are avid sharers and search for lifestyle content. With an intuitive UI/UX, diverse content, and a close-knit community, Red has carved a niche as a ‘life search engine’ for the Z generation. However, the platform faces challenges such as photo fraud, content homogenization, and intellectual property infringements, which could impact user experience and trust. Despite these issues, Red’s marketing strategies and brand partnerships have been pivotal to its growth, capitalizing on trends and creating a symbiotic relationship with users. The research aims to investigate the impact of trust, content quality, moderation practices, user engagement, and community interaction on user information sharing behaviour within the Red community. By understanding these factors, the study seeks to enrich the knowledge of user behaviour in User Generated Content (UGC) communities and explore the implications for social commerce. This research will provide a comprehensive overview of the factors influencing user information sharing on Red, a prominent social media platform, and its implications for the broader field of social commerce.
Keywords:User generated content, Red, e-commerce, information sharing behaviour.

A Study of Usage of AI Tools and their Impact on Quality and Efficiency of Content Development

The study of usage of AI tools and their impact on the quality and efficiency of content development is vital as it highlights the transformative potential of artificial intelligence in the creative industry. AI tools can automate repetitive and time-consuming tasks such as proofreading, formatting, and data analysis, freeing up content creators to focus on strategic and creative elements. This automation not only enhances efficiency but also reduces the likelihood of human error, leading to higher-quality content. Additionally, AI can analyze vast amounts of data to provide insights and suggestions that can help tailor content to audience preferences, increasing engagement and relevance. Further, AI tools can foster innovation by offering new ideas and perspectives that content creators might not have considered. For instance, AI-powered writing assistants can generate topic ideas, suggest stylistic improvements, and optimize content for SEO, ensuring that the material is both creative and effective. The study includes three types of AI tools: AI for content development, AI for content management, and AI for video content editing. The research is based on primary data from 110 content developers. Descriptive and inferential statistics are obtained to study the objectives and validate the hypothesis. The expected outcome of the research is a significant improvement in the quality and efficiency of content development.
Keywords:Usage, AI tools, efficiency, quality, content development.

Leveraging AI in Crisis Leadership: Analysing President H.E. Dr. William Ruto’s Communication Strategies during Kenya’s 2024 Anti-Tax Protests

Crises frequently destabilise organisations, demanding swift and decisive leadership. This study explores the Kenyan government’s response to the significant socio-political upheaval of June 2024, precipitated by the Finance Bill 2024, which proposed a substantial increase in domestic tax revenue of Kshs350 billion ($2.7 billion). The resulting anti-tax protests, fuelled largely by youth activists and amplified through social media, generated extensive digital engagement, with the hashtag #RejectTheFinanceBill achieving over 500 million views across platforms. The skillful use of social media facilitated the rapid formation of virtual communities, reminiscent of similar movements in Spain, Greece, the United States, the Arab Spring, and South Africa’s #FeesMustFall campaign. In response, President William Ruto’s attempts to address the escalating crisis included multiple press addresses and media interviews. The public expressed anger and disappointment at the President’s initial response to the protests, terming the communication as an AI-generated speech, and going as far as sharing the excerpts via social media platforms. This paper aims to examine Dr. Ruto’s communication, using the Classical Concept of Maat and Human Communication, which emphasises maintaining societal harmony, alongside the Discourse of Renewal Theory (DRT), which advocates for ethical and visionary communication. By employing both a Eurocentric and an Afrocentric theory, the paper aims to demonstrate the applicability of Western communication ideals in the African context. The researcher shall use reflexive thematic analysis to review the President’s communication. The goal of this paper is to set the stage for a comprehensive examination of effective communication practices in crisis management, and how AI can be leveraged to provide valuable insights into leadership strategies for de-escalating crises
Keywords:Crisis, discourse of renewal theory, Maat, leadership, anti-tax protests.

AI in Kenya: Bridging the Gap in Audience Engagement

At the beginning of 2023, Kenya had approximately 17.86 million internet users, reflecting an internet penetration rate of 32.7%. In contrast, there were about 10.55 million social media users in January 2023, representing 19.3% of the total population. By early 2024, the number of cellular mobile connections had surged to 66.04 million, exceeding the total population by 18.7% (Kemp, 2024). These figures illustrate Kenya’s complex digital media landscape, characterised by diverse access to technology and varied information consumption patterns. The disparity in internet and social media engagement in Kenya highlights the diverse ways individuals interact with digital content. In this complex environment, AI tools, such as chatbots and recommendation systems, are emerging as pivotal technologies. These tools have the potential to enhance significantly audience engagement and content delivery, particularly in regions where traditional communication methods may not be as effective. Chatbots, for instance, provide instant customer support, facilitating swift and efficient information retrieval. Recommendation systems are equally important, as they tailor content to individual preferences, crucial in a culturally-diverse society like Kenya, where over 60 languages are spoken. These AI-driven tools are designed to be multilingual, thereby accommodating a broad range of linguistic needs and promoting inclusivity across varying levels of digital literacy — urban areas typically exhibit higher tech-savviness compared to rural regions. Cultural relevance is a significant factor in the effective deployment of AI in Kenya. For AI systems to resonate with users, they must accommodate local languages and reflect and respect Kenyan customs and values. This approach is crucial in ensuring that the technology feels pertinent and respectful to its diverse audience. This paper aims to provide insights for professionals in business communication, media, and technology in Kenya. It underscores the importance of understanding the local context, identifying effective strategies, recognising limitations, and addressing user needs when leveraging AI. Ultimately, this research highlights the necessity of balancing technological innovation with ethical responsibility, ensuring that the advantages of AI are equitably accessible to all, regardless of geographical location
Keywords:Technological innovation, ethical responsibility, Kenyan customs, social media engagement.

Leveraging Data Analytics for Enhanced Social Media Marketing: A Literature Review

Engaging the audience with the brand has become essential to sustain brand recognition and visibility. The growing reliance on data analytics within social media marketing underscores its importance. It is becoming quite useful in driving customer engagement, optimising content strategies and also in decision-making through predictive modeling, which is gradually impacting the overall business performance. The use of tools such as sentiment analysis, trend identification, and social network analysis, has become integral to understanding consumer behavior and optimizing marketing efforts. Data analytics also poses some challenges in contemporary businesses, like the complexities of handling vast datasets, need for specialised technical skills, financial constraints that often limit access to advanced analytics tools. Understanding its role, utilisation with significant challenges associated with data analytics in social media marketing becomes an important area to explore. This research study synthesises the findings from a broad spectrum of research studies, examining how data analytics is utilised across various social media platforms, exploring both the opportunities and challenges encountered by marketers. This review focuses on two central research questions: RQ1: How is data analytics employed in the context of social media marketing to enhance customer engagement and business outcomes? RQ2: What are the key challenges and limitations faced by marketers in integrating data analytics into their social media strategies? These explorations are important for holistic understanding of how data analytics can be leveraged to enhance social media marketing. The insights gained from literature review will be valuable for both academic researchers and industry practitioners looking to optimize data-driven approaches in the world of Artificial Intelligence (AI).
Keywords:Data analytics, customer engagement, sentiment analysis, social media platforms, artificial intelligence (AI).