Comparative Analysis of Gender Differences in the Adoption of AI Tools in Broadcast Journalism in Awka

SIAR - Global Journal of Humanities, Management & Educational Review www.siarpublications.org ISSN: 3122-0886 [email protected] Vol. 1 Issue 2 Nov.-Dec. 2025 1 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. Comparative Analysis of Gender Differences in the Adoption of AI Tools in Broadcast Journalism in Awka 1Dennis O. Abutu, PhD; 2Adikuru, Chinonso Chinaemerem, PhD; 3Shadrach, I. PhD 1National Open University of Nigeria (NOUN), Abuja, Nigeria [email protected] 2Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State. [email protected] 3Department of Mass Communication,Taraba State University, Jalingo. Corresponding Author: shadrac[email protected] Abstract This study is a comparative analysis of the adoption of Artificial Intelligence (AI) in journalism among male and female journalists working in broadcast media stations within Awka. It focuses on their level of awareness, frequency of AI usage, and the factors influencing AI adoption in newsroom practices. Anchored on Gender and Technology Theory, the study employs a survey research design, with a sample size of 384 respondents selected using snowball-sampling technique across various broadcast stations in the city. Data were collected through an online questionnaire and analyzed using descriptive statistical tools, including frequencies and percentages. The findings revealed a significant gender gap, with male journalists demonstrating higher awareness and more frequent use of AI tools such as ChatGPT, Grammarly, and QuillBot, while female journalists reported lower awareness, limited access, and minimal usage. Key barriers affecting adoption among female journalists included lack of technical skills, high subscription costs, perceived complexity, and fear of job displacement. These disparities highlight the urgent need for gender-inclusive digital literacy interventions. Based on the findings, the study recommends targeted training programs subsidized access to AI tools, mentorship schemes, curriculum revisions to include AI education, and organizational policies that promote equal access to technological resources. Keywords: AI, Gender, Adoption, Broadcast. Journalism Introduction Artificial Intelligence (AI) has emerged as one of the most transformative technological developments of the 21st century, reshaping virtually every sector of human endeavor ranging from healthcare, education, finance, manufacturing, to transportation. With its ability to simulate human intelligence, learn from data, and perform complex tasks with speed and accuracy, AI is revolutionising the way people work, interact, and make decisions (Rashid & Kausik, 2024). From chatbots and virtual assistants to predictive analytics and robotic automation, AI is now embedded in many aspects of everyday life, driving innovation, improving productivity, and redefining traditional workflows. Governments, industries, and institutions around the world are increasingly 2 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. investing in AI tools and infrastructure to enhance operational efficiency, decision-making, and service delivery. The media and communication industry is not exempt from this AI revolution. In journalism specifically, AI is driving rapid changes in news production, distribution, and audience engagement. AI-powered technologies such as natural language generation (NLG), speech-to-text software, automated news writing, and content recommendation systems are being integrated into newsroom operations to improve speed, reduce human error, and personalise audience experience (Umeora, 2025). Broadcast media stations now leverage AI for live captioning, voice recognition, video archiving, and even facial recognition for news footage analysis. These tools not only enhance content creation but also facilitate real-time reporting and data-driven storytelling, transforming how journalists gather, process, and present information. Consequently, AI adoption in broadcast journalism is redefining traditional media roles and presenting both opportunities and challenges for professionals in the field. The adoption of AI in journalism has not been uniform, particularly when gender is taken into account. Existing literature has highlighted persistent gender disparities in technology adoption, with female professionals often facing greater barriers due to factors such as limited access to training, lower digital confidence, socio-cultural biases, and workplace dynamics that restrict exposure to emerging technologies (Umeora, 2025). In media organisations, including broadcast journalism, these disparities may translate into unequal opportunities to learn about, use, or benefit from AI tools. While male journalists may be more likely to experiment with new technologies and receive mentorship or technical support, female journalists may lag behind due to structural and cultural constraints. These gender-based gaps can affect job performance, career progression, and overall media innovation in organisations where diversity and inclusion are not actively promoted. Prior studies have explored AI’s application in journalism, most have focused on institutional adoption, ethical implications, and efficiency gains, with limited attention given to how individual characteristics especially gender influence AI usage in journalistic practice. Very few studies have conducted comparative analyses that examine how male and female journalists experience, access, and adopt AI in their work, particularly within the Nigerian context. In broadcast media stations located in Awka, Anambra State, the extent to which gender shapes AI adoption remains underexplored. This gap is significant given the increasing reliance on AI tools in modern journalism and the need for equitable participation in media innovation. Therefore, this study seeks to fill this critical gap by conducting a comparative analysis of the adoption of AI in journalism among male and female journalists working in broadcast media stations within Awka. Statement of the Problem Artificial Intelligence (AI) is reshaping journalistic practice by automating tasks, enhancing content creation, and optimising newsroom workflow. As broadcast media organisations in Nigeria begin integrating AI technologies, concerns about unequal access, low awareness, and limited technical training among journalists remain. A particularly underexplored issue is the gender disparity in AI adoption within newsrooms. While male journalists may have greater exposure to technological tools, female journalists often face systemic barriers, including lack of training, 3 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. limited mentorship, and workplace stereotypes, which may hinder their adoption of AI tools. Existing research on AI in journalism has largely focused on institutional integration and ethical concerns, with limited emphasis on gender-based differences in usage and access. Within the broadcast stations operating in Awka, it is unclear whether both male and female journalists have equal opportunities to engage with AI technologies, or whether disparities exist in awareness, frequency of use, and influencing factors. This study, therefore, aims to fill this gap by comparing the adoption of AI tools in journalism among male and female journalists in broadcast media stations within Awka. Objectives of the Study The main objective of this study is to conduct a comparative analysis of the adoption of Artificial Intelligence (AI) in journalism among male and female journalists in broadcast media stations within Awka. Specifically, the study seeks to: 1. Examine the level of awareness of AI tools for journalism among male and female journalists in broadcast media stations within Awka. 2. Assess the extent of AI usage in journalistic practices among male and female journalists in these stations. 3. Identify the factors influencing the adoption of AI tools among male and female journalists in broadcast media stations within Awka. Research Questions To guide the investigation, the following research questions are posed: 1. What is the level of awareness of AI tools for journalism among male and female journalists in broadcast media stations within Awka? 2. To what extent do male and female journalists use AI tools in their journalistic practices? 3. What factors influence the adoption of AI tools among male and female journalists in broadcast media stations within Awka? Literature Review Concept of AI Artificial Intelligence (AI) refers to the simulation of human intelligence processes by machines, particularly computer systems. It enables machines to mimic cognitive functions such as learning, problem-solving, reasoning, and decision-making. AI has evolved significantly over the years, becoming an essential part of various fields, including education, healthcare, finance, and transportation. According to Russell and Norvig (2016), AI is “the study of agents that receive percepts from the environment and perform actions.” This definition highlights AI’s ability to process data from its surroundings and make decisions based on that information. Similarly, John McCarthy (1956), one of the pioneers of AI, defines it as “the science and engineering of making intelligent machines.” This definition emphasises AI as both a scientific discipline and a technological innovation aimed at developing machines capable of human-like intelligence (Andresen, 2002). 4 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. AI encompasses a wide range of technologies, including machine learning, natural language processing (NLP), robotics, and neural networks. Machine learning allows computers to improve their performance based on experience, while NLP enables machines to understand and generate human language. Robotics involves AI-driven machines that can perform physical tasks, while neural networks simulate the workings of the human brain to process complex data. These technologies collectively enable AI systems to function in various domains, performing tasks that traditionally required human intelligence. AI can be categorised based on its capabilities and functionalities, each representing different levels of intelligence and adaptability. Thus, there is a Narrow AI also known as the Weak AI (Sowri, & Krishna, 2024).This is the most common type of AI today. It is designed to perform specific tasks with high efficiency but lacks general intelligence. Examples include virtual assistants like Google Assistant. The second class of AI is known as the General AI also known as the Strong AI. This AI systems can perform any intellectual task that a human can do (Sowri, & Krishna, 2024). Unlike Narrow AI, which is limited to specific applications, General AI would have the ability to reason, learn, and make decisions independently across different domains (Damar et al., 2024). The third type of AI is known as the Super AI, This is a theoretical concept of AI that surpasses human intelligence in all aspects, including creativity, problem-solving, and emotional intelligence (Damar et al., 2024). A Super AI system would be capable of independent thought, self-improvement, and possibly even consciousness. While this concept is often explored in science fiction, some experts believe that AI could eventually reach this level of advancement, raising important ethical and philosophical questions about human-AI coexistence. AI and Journalism Technological advancements have significantly reshaped the landscape of journalism, with Artificial Intelligence (AI) emerging as a central force in transforming news production and dissemination. AI tools are now indispensable in modern journalism, influencing how news is reported, edited, and delivered. As noted by Vaglis and Bratsas (2017) and Galily (2018), AI has introduced a new era in journalism marked by speed, efficiency, and automation. Omebring (2016) describes technology as an objective ally that enhances the skills of journalists while redefining professional practices within the newsroom. In contemporary media organisations, AI supports various functions across the journalistic workflow. According to Mark et al. (2017), AI contributes significantly to news reporting, content generation, information distribution, and audience interaction. Tools for fact-checking, data gathering, and automated writing enable journalists to organise and verify information rapidly. Automation has become a strategic necessity for newsrooms seeking to remain competitive in an increasingly digital media environment, where speed and precision are highly valued. Globally, the integration of AI into journalism is well-advanced. A notable example is Heliograph, an AI system developed by The Washington Post, which generated over 850 articles during the 2016 Rio Olympics, mainly covering politics and sports (Waleed & Mohamed, 2019). Similarly, a Reuters report cited by Newman (2018) revealed that nearly three-quarters of surveyed media outlets had incorporated AI into their operations. These organisations use AI not only for content generation but also to enhance marketing efficiency, validate information, and automate data classification, demonstrating the wide-ranging utility of AI technologies in journalistic practice. 5 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. Interestingly, studies have shown that audiences are increasingly open to AI-generated content. Jung et al. (2017) found that readers often trust news produced by AI software more than that written by human journalists, largely due to perceptions of objectivity and consistency. This growing acceptance has prompted deeper collaboration between journalists and programmers in many newsrooms. Zangana (2017) notes that the traditional boundaries between content creators and technical developers are fading, giving rise to hybrid roles and interdisciplinary teamwork in media production. The integration of AI into journalism offers both opportunities and challenges. While it improves efficiency, accuracy, and scalability, it also requires journalists to adapt to new technological environments and workflows. The transformation of newsrooms through AI signals a broader shift in media culture, where innovation and adaptability are essential. As technology continues to evolve, journalists must be equipped with the skills and mindset to collaborate with AI systems effectively, ensuring ethical and balanced reporting in an increasingly automated media space. Review of Related Empirical Studies Several empirical studies have explored the integration and awareness of Artificial Intelligence (AI) in journalism, each offering unique insights while also revealing notable gaps that justify further investigation. Okiyi and Nsude (2020) conducted a study focused on understanding and evaluating the awareness and adoption of AI technologies within the Nigerian journalism sector. The study adopted an Integrative Literature Review approach as its methodology. While the findings underscored the transformative potential of AI in journalism, they also revealed that the major barrier to adoption, particularly in Nigeria and sub-Saharan Africa, is the lack of fundamental knowledge about AI among journalists. The study concluded by recommending reorientation and professional training to equip Nigerian journalists for effective AI adoption. In another related study, Udoh, Nsude, and Oyeleke (2022) examined the awareness of AI tools for news production among 250 practising journalists in Ebonyi State, Nigeria. Using a census survey method and drawing from the diffusion of innovation and mediamorphosis theories, the study assessed the journalists’ level of awareness, willingness to be trained, preferred areas of AI integration, and concerns regarding its usage. Findings suggested that all respondents were aware of AI’s relevance to news production. Noain-Sánchez (2022) explored the influence of AI in newsrooms across countries such as the USA, UK, Germany, and Spain. The study, grounded in an exploratory qualitative approach, employed in-depth interviews with journalists, academics, media professionals, and AI experts. It found that AI enhances journalistic capabilities by saving time and improving efficiency, yet ethical concerns and limitations persist. Gonçalves and Melo (2022) investigated AI adoption in Portuguese journalism, particularly the use of algorithms in newsrooms. The study combined theoretical review with a pre-test questionnaire involving 17 journalists across four national newspapers. It identified limited awareness, a generally positive attitude towards AI, and the need for journalist training. In a sub-Saharan African context, Gondwe (2023) focused on journalists’ adoption of generative AI tools like ChatGPT. The study explored key challenges including misinformation, bias, and technological limitations, based on interviews with journalists from Congo DRC, Kenya, 6 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. Tanzania, Uganda, and Zambia. Although the study provides timely insights into generative AI in journalism, it did not provide detailed demographic breakdowns or clear analytical frameworks, which weakens the empirical grounding of its findings. Sharadga, Tahat, and Sofori (2022) assessed Jordanian journalists’ perceptions of AI adoption in Jordan TV’s newsroom. Using a survey design, data were gathered from 106 journalists. The study revealed generally positive perceptions of AI and highlighted varying digital competencies, particularly in content generation and social media use. Lastly, Yu, Huang, and Jones (2020) studied how journalists in China perceive AI’s impact on employment. The study employed a qualitative approach using in-depth interviews with 18 journalists. The findings offered limited insight, as the authors acknowledged the absence of conclusive data on the impact of AI, intending to include such analysis in future studies. Additionally, the small sample size and the absence of quantitative validation weakened the findings. None of the reviewed studies focused on gender differences in the awareness, perception, or adoption of AI in journalism. While general attitudes and awareness were explored, the comparative dimension between male and female journalists remains under-researched. This is a major gap, especially in a professional field where gender-based disparities in access to technology, training, and role expectations may affect AI adoption. Theoretical Framework This study is anchored on the Gender and Technology Theory, which originates from feminist technology studies and gender scholarship, offering critical insight into how gender roles and societal norms shape individuals’ access to, interaction with, and perception of technology (Feeney & Fusi, 2021). The theory emerged prominently in the late 20th century as scholars began interrogating the social constructions of technology and how they intersect with gender dynamics. Key contributors such as Judy Wajcman (1991, 2004) examined how gendered power relations affect technological development and usage in the workplace. Cynthia Cockburn (1985, 1992) explored the gendered division of labour in relation to the design and use of technological systems, especially in professional settings. Donna Haraway (1985), in her Cyborg Manifesto, challenged binary thinking in science and technology, proposing that digital technologies can redefine and transform traditional gender roles (Smith & Selfe, 2007). The Gender and Technology Theory rests on several foundational assumptions. It posits that technology is not inherently neutral; rather, its design, dissemination, and use are influenced by social and cultural contexts. It further argues that men and women experience different levels of exposure, support, and confidence in engaging with technology due to entrenched gender norms and inequalities in training and access. Technological spaces such as newsrooms often reflect these disparities, with men more likely to be early adopters of emerging tools like Artificial Intelligence (AI), while women may face challenges linked to institutional bias, limited mentoring, or reduced confidence. This theory provides a suitable lens for examining gender-based disparities in the adoption of AI tools among journalists in broadcast media stations within Awka. As AI technologies are increasingly integrated into newsroom operations ranging from automated scripting to AI-assisted research understanding whether male and female journalists have equal opportunities to access, 7 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. learn, and utilise these tools is critical. The framework allows for an exploration of how social, cultural, and institutional dynamics influence journalists’ interaction with AI and helps to explain variations in adoption based on gendered experiences within professional broadcast environments. Research Methodology This study adopted a survey research design to investigate and compare the adoption of Artificial Intelligence (AI) in journalism among male and female journalists working in broadcast media stations within Awka. The study population comprised all practicing broadcast journalists employed in both private and public media organisations within the study area. A sample size of 384 was determined using Cochran’s formula, allowing for statistical generalisability. Given the professional nature of the population and the difficulty in accessing a comprehensive list of broadcast journalists, a snowball sampling technique was employed to reach respondents through professional networks and referrals. Data were collected using a structured online questionnaire, adapted from previously validated instruments and modified to align with the objectives and variables of this study. The questionnaire was divided into sections covering demographic information, awareness of AI technologies, frequency of AI tool usage, perceived usefulness, and factors influencing AI adoption. To ensure validity, the instrument was subjected to expert review by scholars in communication and technology studies. For reliability, a pilot test was conducted with a small subset of respondents outside the sample frame, and the resulting Cronbach’s Alpha coefficient exceeded 0.78, indicating acceptable internal consistency. Data were analysed using descriptive statistical tools, specifically frequencies and percentages, to provide a clear presentation of findings. The results were presented in tables to facilitate comparison across gender lines and draw meaningful conclusions from the observed patterns. Table 1: Demographic Distribution of Respondents Variable Categories Frequency (n=384) Percentage (%) Gender Male 192 50.0% Female 192 50.0% Age Group 18 – 20 years 120 31.3% 21 – 25 years 180 46.9% 26 – 30 years 64 16.7% 31 years and above 20 5.2% Years of Experience Less than 5 72 18.8% 5 – 10 96 25.0% 11 – 15 108 28.1% 16 – 20 72 18.8% 20+ 36 9.4% Type of Broadcast Media Radio 232 60.4% Television 152 39.6% 8 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. The demographic distribution of respondents reveals a balanced representation of gender, with male and female journalists equally constituting 50% each of the total sample. The majority of respondents fall within the 21–25 age range (46.9%), followed by those aged 18–20 (31.3%), indicating a relatively young workforce. In terms of professional experience, the largest group has 11–15 years of experience (28.1%), while those with less than 5 years or between 16–20 years each make up 18.8%, suggesting a mix of early-career and mid-career journalists. Notably, the majority of respondents (60.4%) work in radio broadcast media, while 39.6% are engaged in television journalism, highlighting radio as the dominant platform among broadcast journalists in Awka. Table 2: Awareness of AI Tools for Journalism between Male and Female Broadcast Journalists in Awka S/N AI Tool Gender Very Aware Aware) Somewhat Aware Not Aware Total (n=150 per gender) 1 ChatGPT Male 90 (60.0%) 40 (26.7%) 15 (10.0%) 5 (3.3%) 150 Female 10 (6.7%) 25 (16.7%) 40 (26.7%) 75 (50.0%) 150 2 Grammarly Male 30 (20.0%) 50 (33.3%) 40 (26.7%) 30 (20.0%) 150 Female 5 (3.3%) 20 (13.3%) 35 (23.3%) 90 (60.0%) 150 3 QuillBot Male 25 (16.7%) 55 (36.7%) 45 (30.0%) 25 (16.7%) 150 Female 3 (2.0%) 15 (10.0%) 30 (20.0%) 102 (68.0%) 150 4 Automated news anchors Male 20 (13.3%) 45 (30.0%) 50 (33.3%) 35 (23.3%) 150 Female 2 (1.3%) 10 (6.7%) 28 (18.7%) 110 (73.3%) 150 5 Trint Male 18 (12.0%) 40 (26.7%) 52 (34.7%) 40 (26.7%) 150 Female 1 (0.7%) 8 (5.3%) 25 (16.7%) 116 (77.3%) 150 6 Visualping Male 22 (14.7%) 42 (28.0%) 48 (32.0%) 38 (25.3%) 150 9 Official Publication of the Society of Innovative Academic ResearchersSIAR PUBLICATIONS Advancing Real-Time Innovative Knowledge Globally. Copyright ©SIAR Publications. All rights Reserved. Table 2 reveals a significant gender disparity in the awareness of AI tools for journalism among broadcast journalists in Awka, with male journalists consistently demonstrating higher levels of awareness across all listed tools. For instance, 60% of male respondents reported being very aware of ChatGPT compared to only 6.7% of females, and similar gaps are observed for Grammarly (20% males vs. 3.3% females), QuillBot (16.7% vs. 2.0%), and Automated News Anchors (13.3% vs. 1.3%). In contrast, a majority of female journalists were not aware of most tools, with 50% not aware of ChatGPT, 60% of Grammarly, 68% of QuillBot, 73.3% of Automated News Anchors, and 77.3% of Trint. Table: Extent of AI Usage between Male and Female Broadcast Journalists in Awka S/N AI Tool Gender Very Frequently Used Frequently Used Occasionally Used Rarely Used Never Used 1 ChatGPT Male 80 (53.3%) 40 (26.7%) 20 (13.3%) 8 (5.3%) 2 (1.3%) Female 10 (6.7%) 20 (13.3%) 30 (20.0%) 35 (23.3%) 55 (36.7%) 2 Grammarly Male 40 (26.7%) 45 (30.0%) 35 (23.3%) 20 (13.3%) 10 (6.7%) Female 5 (3.3%) 15 (10.0%) 30 (20.0%) 40 (26.7%) 60 (40.0%) 3 QuillBot Male 30 (20.0%) 40 (26.7%) 45 (30.0%) 20 (13.3%) 15 (10.0%) Female 3 (2.0%) 10 (6.7%) 25 (16.7%) 50 (33.3%) 62 (41.3%) 4 Automated news anchor Male - - - - 150 (50%) Female - - - - 150 (50.0%) 5 Trint Male 10 (6.7%) 25 (16.7%) 40 (26.7%) 45 (30.0%) 30 (20.0%) Female 1 (0.7%) 5 (3.3%) 15 (10.0%) 40 (26.7%) 89 (59.3%) 6 Visualping Male 15 (10.0%) 30 (20.0%) 40 (26.7%) 45 (30.0%) 20 (13.3%) Female 2 (1.3%) 6 (4.0%) 20 (13.3%) 48 (32.0%) 74 (49.3%) The table shows a notable gender disparity in the extent of AI tool usage among broadcast journalists in Awka, with male journalists using AI tools more frequently than their female counterparts. For example, over half of the male respondents (53.3%) reported using ChatGPT very frequently, compared to just 6.7% of females, and similar gaps are evident for tools like Grammarly (26.7% vs. 3.3%) and QuillBot (20.0% vs. 2.0%). Female journalists were more likely to report rarely or never using these tools, with 36.7% never using ChatGPT, 40% never using Grammarly, and 41.3% never using QuillBot. Notably, none of the respondents male or female reported using automated news anchor tools, suggesting either lack of access or relevance. Across