COMPARATIVE STUDY ON HOW CORPORATE COMMUNICATION AND MEDIA CHANGE THE WAY ENTERPRISES CONVEY MESSAGES TO AUDIENCES DURING THE PANDEMIC PERIOD AND THE POST-PANDEMIC ERA. CASE STUDY: SJM RESORTS MACAU

ABSTRACT

TECHNOLOGICAL ADVANCEMENTS HAVE ENABLED MACHINES TO OFFER MORE EFFICIENT ASSISTANCE TO PEOPLE ACROSS SEVERAL DOMAINS. ART AND CREATIVITY ARE WHAT DISTINGUISH PEOPLE OR SOCIETIES THE MOST. THE ARRIVAL OF AI HAS CAUSED A FRESH WAVE OF CONCERN AMONG MANY OF US; IT IS CRUCIAL THAT WE EVALUATE THE WEIGHT OF THE POSITIVES AND THE DRAWBACKS OF HOW PEOPLE EMPLOYING THESE TECHNOLOGIES WILL INFLUENCE SOCIETIES. LEGISLATION IS FREQUENTLY DELAYED BECAUSE OF THE VARIOUS REVOLUTIONS THROUGOUT HISTORY. ALONG WITH THE DIFFICULTIES RAISED IN THE CONTINUING DEBATE, IT IS CRITICAL TO IDENTIFY A ROUTE OR ALTERNATIVE TO ASSIST EXISTING CHALLENGES FOR ARTISTS. THIS DISSERTATION INCLUDES OUR CASE STUDIES, ANALYSIS, AND CONCLUSIONS, WHICH EXPLAIN THE EFFECTS ON IMAGINATION, CREATIVITY, COMMUNICATION, AND CULTURE WHEN INDIVIDUALS USE AI TECHNOLOGIES TO CREATE ART OR/AND IMAGES. ACCORDING TO OUR FINDINGS, AI TECHNOLOGY SHOULD BE CONSIDERED AS ONE WAY TO SOLVE PROBLEMS. THE VAST MAJORITY OF CREATED OUTPUTS ARE UNABLE TO ACCOMPLISH THE DESIRED REACH. FURTHERMORE, EVEN IF THE ETHICAL ISSUES CANNOT BE RESOLVED, INDIVIDUALS SHOULD NOT IGNORE IT AND KEEP THEIR MORAL COMPASS. IMPORTANTLY, WE MUST REALISE THAT INDIVIDUALS SHOULD ALWAYS BE INVOLVED IN AND INFLUENCE THE INTRICACIES AND COMPONENTS OF THE CREATIVE PROCESS. HOWEVER, IT IS COMMONLY UNDERSTOOD THAT THE DEPLOYMENT OF ARTIFICIAL INTELLIGENCE HAS AN INFLUENCE ON PEOPLE’S COMMUNICATION AND SOCIETIES. THERE ARE STILL NO STANDARDS, FRAMEWORKS, OR NORMS ON THIS FRONT OF AI-GENERATED IMAGES. THIS MIGHT CONTRIBUTE TO AN INCREASE IN INDUSTRIAL IMBALANCE AND DISCRIMINATION. AS A RESULT, TO SAFEGUARD OUR INDIVIDUALITY, WE MUST TAKE THE INITIATIVE TO UNCOVER ANY ANSWERS OR DIRECTIONS THAT WOULD AID IN THIS SCENARIO. AS WITH ANY EXPERIENCE, WHETHER INTERNAL OR EXTERNAL, WE SHOULD USE IT TO OUR ADVANTAGE TO APPLY OUR CREATIVE PROCESS, SOMETHING THE COMPUTER CANNOT ACCOMPLISH. STILL, IT GIVES MANY BENEFITS AND IS EFFECTIVE IN ASSISTING PEOPLE IN COMPLETING CHALLENGING TASKS, SO IT IS SMART NOT TO AVOID TEAMWORK. FURTHERMORE, BECAUSE SOCIAL MEDIA AND THE INTERNET PROVIDE POWERFUL EXPRESSION AND COMMUNICATION TOOLS, THEIR ADVANTAGES SHOULD HELP BUILD UNIVERSAL RULES TO SAFEGUARD ARTISTIC WORK