Artificial Intelligence and Digital Disinformation: Ethical Challenges for Media Literacy and Journalism

Marina Tuneva

Abstract

This paper explores the dual role of artificial intelligence (AI) in addressing and exacerbating digital disinformation, situating the discussion within the broader context of media ethics and self-regulation. By examining global and regional practices, the research identifies how AI technologies contribute to the rapid dissemination of false information, amplify algorithmic biases and create ethical dilemmas for media. These challenges are particularly pronounced in emerging democracies, where support for ethical journalism remains limited. The study emphasizes the urgent need to adapt self-regulatory frameworks to address the unique risks posed by AI-driven content creation and dissemination. Key recommendations include integrating AI accountability within the media ethics framework, fostering transparency in algorithmic decision-making and providing journalists with targeted training to navigate the ethical implications of AI tools. Comparative findings suggest that aligning these frameworks with international standards could significantly mitigate the impact of disinformation while strengthening trust in the media. This research contributes to the growing discourse on media and information literacy by bridging the gap between theoretical insights and practical applications. It underscores the interdisciplinary nature of addressing digital disinformation, combining technological, sociological and policy perspectives to propose actionable solutions for media sustainability. The paper is particularly relevant for understanding the intersection of AI, critical thinking and ethical journalism in the digital age.

Keywords: Artificial intelligence, digital disinformation, media ethics, media literacy.