Smart Search in Receiving Media Content on Social Media Platforms

Abstract

This study aims to explore the attitudes of communication professionals in media institutions, whether academics or practitioners, toward employing smart search technology in social media platforms, which is one of the artificial intelligence techniques used for automatic content search. The research adopts a descriptive survey method by collecting data through an electronic questionnaire distributed to a purposive sample of 38 communication professionals during the study period. The study found several key results, including: the importance of smart search in accessing media content, as it is a necessity of modern technology enabled by artificial intelligence, which helps save time and effort for users during the search process. Smart search also aids in linking various social media platforms automatically and unconsciously for users.