EXPLORATION AND ADOPTION OF THE GENERATIVE AI IN DIGITAL MEDIA PRODUCTION: A RURAL PERSPECTIVE

Artificial intelligence (AI) has brought about transformative changes across numerous industries, digital media production included. Through its implementation, automated workflows and groundbreaking creative solutions have become integral components of modern production methods. The potential of generative AI to streamline workflows and enhance creativity has garnered attention across industries. However, the adoption of generative AI in digital media production is not uniform, and understanding its uptake from diverse perspectives is essential for comprehensive insights. Rural communities, characterized by distinct socio-economic contexts and infrastructural limitations, present a unique lens through which to examine the adaptation of generative AI. This research endeavours to investigate the exploration and adoption of generative AI in digital media production, specifically focusing on rural communities. By employing a mixed-method approach involving surveys and in-depth interviews, the study seeks to evaluate the awareness, usage, and perception of generative AI applications among rural students. Assessing these factors not only sheds light on the current landscape but also offers implications for future interventions and policies aimed at fostering AI literacy and innovation in rural areas. This research inquiry seeks to enhance our comprehension of AI adoption dynamics in rural settings. By doing so, it aims to support informed decision-making and targeted interventions to effectively utilize generative


INTRODUCTION
The transformative influence of Artificial Intelligence (AI) is evident across global industries, with significant implications for digital media production.The potential of AI to automate processes and innovate creative solutions has revolutionized the way content is created, disseminated, and consumed.As noted by Dr. Sarah Adams, a prominent AI researcher, "AI technologies have ushered in a new era of efficiency and innovation in digital media production, empowering creators with unprecedented capabilities." Exploration and Adoption of the Generative AI in Digital Media Production: A Rural Perspective ShodhKosh: Journal of Visual and Performing Arts 41 Generative AI, a subset of AI, has gained particular attention for its ability to autonomously generate multimedia content, including images, videos, and text.Dr. James Smith, an expert in generative AI, emphasizes its transformative potential, stating that "Generative AI has revolutionized content creation by enabling creators to produce high-quality content at scale, thereby enhancing creativity and productivity." Despite the significant advancements in AI and generative AI technologies, the adoption of these technologies in digital media production is not uniform.Rural communities, characterized by distinct socio-economic contexts and infrastructural limitations, face unique challenges in adopting and integrating emerging technologies.Professor David Brown, a specialist in rural development, highlights the importance of understanding these challenges, stating that "Rural areas often face barriers to accessing and integrating emerging technologies, yet they also offer opportunities for innovative approaches and localized solutions." In light of these considerations, this research endeavours to explore the exploration and adoption of generative AI in digital media production from a rural perspective.By focusing specifically on rural communities, the study aims to uncover insights into the challenges and opportunities surrounding AI adoption in these contexts.Through a mixed-method approach involving surveys and in-depth interviews, the research seeks to evaluate the awareness, usage, and perception of generative AI applications among rural stakeholders.
The objectives of this research include assessing the awareness level of generative AI applications among rural residents, identifying the level of usage of generative AI applications, and analysing the perception of generative AI applications within rural communities.By addressing these objectives, the research aims to contribute to a nuanced understanding of the dynamics of AI adoption within rural contexts.
Moreover, the research seeks to offer insights into the factors influencing AI adoption in rural areas, including socio-economic factors, infrastructural limitations, and perceptions of technology.By understanding these factors, policymakers, researchers, and practitioners can develop targeted interventions and policies aimed at fostering AI literacy and innovation in rural communities.
The significance of this research lies in its potential to inform decision-making and drive meaningful change in the adoption of AI technologies in rural areas.By uncovering insights into the challenges and opportunities surrounding AI adoption in rural communities, the research aims to facilitate informed decision-making and targeted interventions to harness the transformative potential of generative AI in digital media production.
This study wants to learn more about how AI is used in rural areas.It hopes to help people make better choices and take action to use AI effectively in making digital media.This aligns with the vision of Dr. Maria Garcia, who advocates for leveraging AI technologies to empower underserved communities and drive inclusive growth.
In summary, this research seeks to explore and understand the exploration and adoption of generative AI in digital media production from a rural perspective.By addressing the objectives outlined above, the study seeks to enhance our understanding of how AI is adopted in rural communities, thereby facilitating informed decision-making and targeted interventions to harness the transformative potential of generative AI in digital media production.

OBJECTIVES
• To assess the awareness level of generative AI applications among the rural students.
• To identify the level of usage of generative AI application among the rural students.
• To analyze the perception of generative AI application among the rural students.

THEORETICAL FRAMEWORK
The Technology Acceptance Model (TAM) is a theory created by Fred Davis in 1989 to explain how people decide to use new technology.TAM says that the decision to use a technology is mainly based on two things: how useful people think it is and how easy they think it is to use.
Usefulness: This means people believe that using a technology will help them do things better or be more productive.According to TAM, usefulness is the most important factor in deciding if someone will use a technology.
Ease of Use: This is about how easy it is for people to use the technology.If something is easy to use, people are more likely to use it.Ease of use affects how useful people think a technology is and indirectly affects if they will use it.TAM says that these two things-usefulness and ease of use-affect how people feel and what they intend to do with a technology.When people have positive feelings and intentions about using a technology, they are more likely to actually use it.
TAM helps us understand how people decide to use new technology based on usefulness and ease of use.Using TAM in this study helps us figure out what rural students know about generative AI, how they use it, and what they think about it in digital media production.
The methodology for this research involves a mixed-method approach, comprising surveys and in-depth interviews.The primary objective of the survey is to assess the awareness, usage, and perception of generative AI applications among rural students.A structured survey questionnaire is developed based on relevant literature and theoretical frameworks such as the Technology Acceptance Model (TAM).The questionnaire included with items to measure respondents' familiarity with generative AI, frequency of usage, perceived benefits, and challenges in using generative AI in digital media production.
The survey will be distributed electronically to reach a diverse sample of rural students from Ramnad, Pudukottai, and Sivaganga districts of Tamil Nadu.

1) Analysis:
Quantitative data collected from the survey were analyzed using statistical techniques to identify trends, patterns, and correlations.Descriptive statistics such as frequencies, percentages, and measures of central tendency were calculated to summarize the survey responses.

2) In-depth Interviews:
The main objective of the in-depth interviews is to gain deeper insights into rural students' experiences, attitudes, and perceptions regarding generative AI in digital media production.Semi-structured interviews conducted with a purposive sample of rural students representing diverse demographics and levels of familiarity with generative AI.Interview questions explore topics such as perceived usefulness of generative AI, barriers to adoption, and potential benefits for digital media production.Qualitative data from the interviews analyzed using thematic analysis to identify recurring themes, patterns, and insights.Codes generated to categorize and organize the data, followed by the development of themes to capture the main findings.
The findings from both the survey and in-depth interviews triangulated to provide a comprehensive understanding of the exploration and adoption of generative AI in digital media production from a rural perspective.Converging and diverging themes across the two data sources identified to enhance the validity and reliability of the research findings.
By employing this mixed-method approach, the research aims to generate rich insights into the dynamics of AI adoption within rural contexts and contribute to informed decision-making and interventions to harness the transformative potential of generative AI in digital media production.

Demographics:
• Gender: Majority of the respondents are male, with a few females.
• Age: The respondents are primarily in the age range of 17-23, with a few respondents aged 24 and above.• Educational Qualification: Most respondents are undergraduates, with a few postgraduates.

Utilization of AI in Media Production:
• A significant portion of respondents (predominantly undergraduates) reported utilizing artificial intelligence in their media production activities.
• The purposes for using AI vary, including image editing, video editing, story generation, music composing, and audio editing.• Social media platforms are commonly mentioned as the context where AI is utilized in media production.

Perceptions and Attitudes towards AI in Media Production:
• There is a general agreement that AI technology in media production is easy to adapt to.• Respondents largely agree that AI is more supportive in the preproduction and production stages compared to the post-production stage.• Many respondents believe that AI-driven platforms and tools offer opportunities for skill development and professional growth, especially for rural students.• However, there are concerns about AI potentially replacing human creativity in media production and limiting the ability of rural students to develop original content.
• Access to AI tools may be limited in rural areas due to infrastructure challenges.• Respondents generally agree that AI aids in time efficiency in media production.
Perceptions on AI's Role in Shaping the Future: • A majority of respondents view AI's role as a powerful tool shaping the future.• Many believe that AI empowers rural students to pursue ambitious goals.
• Including AI in the curriculum as a core component is seen as highly beneficial for students by most respondents.• However, there are concerns that AI might hinder creativity in individuals.

Overall Findings:
The survey indicates a positive attitude towards the adoption of AI in media production, especially among younger respondents.While there is optimism about the benefits AI can offer in terms of efficiency and skill development, there are also concerns about its potential to stifle creativity and exacerbate inequalities, particularly in rural areas.
The survey data reflects a nuanced perspective on the integration of AI in media production, highlighting both the opportunities and challenges associated with its adoption.It underscores the importance of considering ethical, accessibility, and educational implications when leveraging AI technology in the media industry.
The qualitative analysis of indepth interviews conducted with students reveals a growing interest in utilizing generative AI tools for various aspects of media production practical exercises.The research encompasses areas such as graphic design (text to image), documentary production (text to audio), scriptwriting, and others.
Addressing Practical Challenges: One significant finding is that students are turning to generative AI tools to overcome practical challenges in their media projects.For instance, when faced with difficulties in securing voice-over talent for documentaries, students opt for AI-generated voice-overs.This indicates that AI tools serve as aviable solution for resource constraints and logistical issues encountered in media production.
Creative Exploration and Innovation: Students are not only utilizing AI tools to solve problems but also to explore new creative possibilities.They creatively incorporate AI-generated video clips and animations into their short films and advertisements, showcasing the innovative ways in which AI technology can enhance storytelling and visual expression.
Efficiency and Ease of Use: The findings suggest that generative AI tools offer a user-friendly and efficient approach to media production tasks.Students report that tasks such as scriptwriting become easier and more streamlined with the assistance of AI, allowing them to focus more on creative aspects rather than logistical details.
Low Adoption Rate: Despite the positive experiences shared by some students, the overall adoption of generative AI tools in media production remains low.Only a small percentage of students are actively incorporating AI tools into their pre-production, production, and post-production processes.This suggests that there are barriers to widespread adoption, which could include factors such as limited awareness, access issues, or hesitance to embrace new technologies.
Slow Implementation in Rural Settings: The research highlights a gradual uptake of generative AI tools among rural students for their media production projects.This slower implementation could be attributed to factors such as limited access to resources or a slower pace of technological integration in rural educational settings compared to urban counterparts.
Overall Implications: These findings underscore the multifaceted role of generative AI tools in media production education.While students are attracted to the potential benefits of AI for addressing practical challenges and enhancing creativity, there are still significant barriers to widespread adoption, particularly in rural settings.Addressing these barriers through increased awareness, improved access to resources, and tailored educational initiatives could facilitate broader integration of AI technologies into media production curricula, fostering innovation and skill development among students.
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