JAKARTA \u2014 The advent of artificial intelligence (AI) has changed how\npeople obtain information and challenged the media industry. Against\nthis backdrop, the Indonesian Communication Scholars Association (ISKI)\nsays strengthening ethics, critical thinking and public trust must be a\npriority for everyone working in communications.<\/p>\n
ISKI Chairman Atwar Bajari raised the issue at the association\u2019s 43rd\nanniversary event at Tarumanagara University in Jakarta. He said the\norganisation\u2019s role was not only to uphold its long history, but also to\nstrengthen the contribution of communication studies in addressing the\nchallenges of the times.<\/p>\n
\u201cOn ISKI\u2019s 43rd anniversary, I put forward a thesis: ISKI must turn\nthe size of its community into the scale of its contribution,\u201d Atwar\nsaid in a press statement on Friday (16 October 2026).<\/p>\n
He said communication graduates should not limit themselves to the\nability to produce messages. They also need to develop reasoning,\nresearch skills, an understanding of people and ethical awareness. ISKI\nshould therefore expand its contribution by developing members\u2019\ncapacities, improving their skills and fostering cross-sector\ncollaboration among academics, practitioners and industry.<\/p>\n
\u201cTimes continue to change. Our responsibility to humanity must grow,\u201d\nsaid Atwar, a professor of communication studies at Padjadjaran\nUniversity in Bandung.<\/p>\n
Rama Kertamukti, a professor of communication studies at Sunan\nKalijaga State Islamic University in Yogyakarta, also called for\ncommunication studies to make a stronger contribution in the age of AI.\nHe made the remarks during a discussion marking ISKI\u2019s 43rd anniversary,\nentitled \u201cWhen AI Changes Communication: What Must We Strengthen?\u201d, at\nTarumanagara University on Monday (12 October 2026).<\/p>\n
Rama said the use of AI had significantly changed communication\nprocesses. The technology offers opportunities for faster and more\nefficient communication, but also raises questions about authenticity,\nbias, privacy, authorship and accountability.<\/p>\n
Technological advances mean users and communications professionals\nmust consider not only the capabilities of the tools, but also their\ncontext, ethics and human responsibility, he said. AI still requires\nrigorous human judgement and oversight, particularly when it is used in\nconnection with information that has a broad impact on the public.<\/p>\n
From the media industry\u2019s perspective, the technology has changed the\nway information is distributed, potentially affecting media companies\u2019\nbusiness sustainability. Those working in the media must adapt quickly,\nspeakers said.<\/p>\n
Wahyu Dhyatmika, chairman of the Indonesian Cyber Media Association,\nsaid there had been a shift from a search economy to an answer economy.\nPeople are increasingly accustomed to receiving direct answers through\nAI-based services. As a result, traffic to news websites is falling,\nreducing media revenue.<\/p>\n
As a solution, Wahyu proposed that media organisations use small\nlanguage models (SLMs), which are developed for specific needs. Such\ntechnology has considerable potential to meet demand for information\nthat is specialised and grounded in local context.<\/p>\n
\u201cAI services such as ChatGPT and Gemini are forms of large language\nmodels (LLMs). Media organisations do not need to build their own LLMs;\ninstead, they can develop SLMs containing specific information and\ntailored to their audiences\u2019 needs,\u201d Wahyu said.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/iskis-43rd-anniversary-communications-must-become-more-adaptive-1792126271", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }