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Louisa Christine Hartanto
Universitas Ciputra Surabaya
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences

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Stakeholder Perceptions of Artificial Intelligence in the Indonesian Film Industry Hartanto, Louisa Christine; Pascarina, Patrisia Amanda; Haryono, Cosmas Gatot
JURNAL KOMUNIKASI INDONESIA
Publisher : UI Scholars Hub

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Abstract

This study explores how stakeholders in the Indonesian film industry perceive the emergence and use of artificial intelligence (AI). Framed by Roger's Diffusion of Innovation theory, this study explores how artificial intelligence (AI) is positioned as an emergent technological innovation, spreading via communication channels across the film industry's social ecosystem. This approach illuminates how distinct categories of adopters collectively construct the meaning of AI and shape their varied responses to its encroachment on creative labour. Employing a qualitative descriptive approach, the study draws on data from two Focus Group Discussions involving directors, actors, government experts, academics, emerging filmmakers, students, and film festival organizers. Thematic analysis identified three key themes: AI adaptation across the innovation adoption spectrum, the tension between productivity and artistic work, and AI as a catalyst for new job creation. The findings indicate that although AI offers substantial gains in efficiency, stakeholders consistently view human creativity, emotional authenticity, and artistic expression as irreplaceable. This study contributes to understanding AI integration in creative industries from the perspective of practitioners in the Global South. These findings offer new insights by demonstrating that AI integration in the creative industries of the Global South is not merely a technical transition but a complex negotiation of creative values and artistic control. The study implies that future policies should focus on developing inclusive human-AI collaboration models that prioritize originality and protect the intellectual property rights of film practitioners. Keywords: artificial intelligence, film industry, stakeholder perceptions, qualitative research
Co-Authors Cosmas Gatot Haryono Elvina, Felicia Audrey Esther, Jennifer Gabriela Laras Dewi Swastika Hilda Yunita Wono Hutasoit, Tiffanny Odelia Imanuel Deni Krisna Aji Imanuel Deny Krisna Aji Irawan, Sam Ryan Ivana Clairine Sistiawan Jennifer Laurent Kirana Ratu Sekar Kedaton Kuncoro Dewi Rahmawati Lidya, Natasha Marini Yunita Tanzil Monika Teguh Patrisia Amanda Pascarina Putri, Ranni Iqlima Raslika Sharfina Nirwan Salim, Dinda Ayu Widya Santoso, Nathania Angelica sari, Ida Ayu Indira Cempaka Sistiawan, Ivana Clairine Siswono, Thalia Nikky Soelistyowati Soelistyowati Stefani Natania Setiyo Sumantri Yavrina Syafarani Yemima Elihu Virdiantoro Yoanita Kartika Sari Tahalele Zinggara hidayat