Dejan Gluvačević: In the Age of AI, Critical Thinking is More Important Than Ever

Article 19 of the International Covenant on Civil and Political Rights, to which Croatia is a signatory, guarantees freedom of expression, including the right to seek, receive, and disseminate information and ideas of all kinds through any media. Freedom of thought is also guaranteed, but these rights are not absolute and can be restricted. Therefore, in an interview with Professor Dejan Gluvačević from Algebra Bernays University, we delve into the myths of freedom of expression and discuss the impact of artificial intelligence on media, brands, and communication professionals.

How is the concept of responsible communication changing in the digital age?

– It can be said that today’s flow of information occurs extremely quickly, meaning that information circulates at the speed of light. Every news release, video, post, etc., can reach thousands, if not hundreds of thousands, of people in a very short time. At the same time, most media content consumers are no longer passive observers but active participants. Concurrently, misinformation, manipulation, and fake news are becoming increasingly complex, making them harder to ‘recognize,’ which further deepens this issue. This is where the crucial role of communication professionals comes into play, as communication becomes a matter of data protection, privacy, algorithms, and ethics, requiring them to communicate responsibly while respecting ethical and moral standards to maintain audience trust, prevent the spread of misinformation, and contribute to creating a safer, more transparent, and credible digital media environment.

What is the biggest myth about freedom of expression?

– Freedom of expression does not mean absolute freedom without any boundaries or consequences, and thus it is not the same as the right to say anything, anytime, and anywhere. It actually implies that it comes with certain limits to protect the rights and values of the community through social responsibility. Therefore, freedom of expression is not absolute; it exists within the framework of legal, ethical, and social limitations that protect the rights and safety of others.

Why do people often believe that “freedom of expression means I can say whatever I want without consequences”?

– Freedom of expression as a concept has been simplified in public and media as an absolute right, and when online communication that allows anonymity without consequences is added to this, that simplified impression is even more strongly expressed.

Is freedom of expression sometimes just an excuse for poor communication or verbal aggression?

– It seems so. People sometimes misinterpret the right to express opinions as the right to insult, belittle, and/or threaten others. Unfortunately, numerous studies in Croatia and abroad show that hate speech and offensive content are particularly prevalent on social media, further exacerbated by the possibility of anonymous expression on digital platforms, which gives many the feeling that they can insult or attack others without any consequences.

What about ‘cancel’ culture? Is it still relevant, and how does it affect brands? Are they more inclined to take a stance on social issues or do they fear that dreadful cancela?

– Cancel culture is still present, placing brands in a double-edged position. Consumers expect them to take a stance on social issues, which can increase their trust, but on the other hand, the fear of ‘cancellation’ encourages self-censorship and caution in communication. In practice, brands that communicate their values transparently and consistently profit in the long run, while superficial or opportunistic reactions often lead to negative consequences.

Today, many bad things on the internet are said to be ‘safe AI’ because a public figure ‘wouldn’t say that publicly.’ How does the growth of artificial intelligence affect communication strategies?

– Certainly, the growth of artificial intelligence significantly changes the communication industry and shapes communication strategies. AI provides great opportunities for engagement and precise targeting, but the ethical challenges that arise from generated content cannot be attributed to the technology itself, as ultimately, the content is created by humans using AI as a tool. Therefore, communication professionals must combine digital innovations with proven accuracy and clear ethical guidelines to maintain trust and protect the reputation of the brand or institution.

AI has also led to content hyperproduction. How is the role of communication professionals evolving in the age of AI?

– In the age of AI, communication professionals face a challenge that builds on what we mentioned regarding responsible communication in the digital age, related to the rapid flow of information and mass availability of content. Although hyperproduction of content is often discussed, we can ask whether we have truly reached that stage or if we are just at the beginning. AI enables the generation of vast amounts of material, which further emphasizes the importance of an ethical and responsible approach to communication. Professionals today must filter, analyze, and shape messages to be accurate, relevant, and aligned with the values of the brand or institution, while human oversight and ethical guidelines remain crucial to preserving audience trust in an overwhelmed digital space. Thus, the role of the communication professional is evolving, requiring them to further develop critical thinking and ethical skills.

Does this hyperproduction lead to a return of trust in traditional media, and do traditional or new media shape audience perception more today?

– The hyperproduction of content certainly affects audience trust and in some cases leads to a renewed interest in traditional media, as they still offer verified information, editorial responsibility, and expert content control. However, audience perception today is shaped through a combination of traditional and new media: while television, radio, and print media provide a sense of reliability, social networks and digital channels determine the speed of information dissemination and often shape first impressions. Therefore, due to the large amount of digital content, audiences increasingly value verified information and the balance between speed and accuracy, giving traditional media the opportunity to maintain trust.

What role do traditional media still play despite the dominance of digital platforms? How do brands view them?

– Despite the dominance of digital platforms, traditional media still play a key role in providing verified information, expert editorial control, and greater credibility, which is why they enjoy audience trust. They serve as a stable foundation for communication in a world overwhelmed by digital content, where the speed of information dissemination often surpasses its accuracy. For the audience, this means that traditional media still shape perception and trust, providing a signal of reliability in relation to the noise and hyperproduction of content on social media.

Regarding brands, for a long time, practically since the emergence and recognition of the power of social media and digital platforms, they have been simultaneously present in both offline and online media spaces. Traditional media are thus used alongside digital channels to increase credibility, reach different demographic groups, and build long-term trust. In practice, brands perceive traditional media as a reliable and credible foundation for their communication, while digital channels allow for speed and interaction, with the choice of media and the combination of online and offline channels largely depending on whom they are communicating with.

How are audience expectations changing regarding the speed and quality of information?

– Audience expectations regarding the speed and quality of information have significantly changed in the digital age. On one hand, audiences want almost instant access to information and expect content to be available in real-time, which is particularly emphasized on social media and digital platforms. On the other hand, quick access should not mean a compromise on quality, as audiences increasingly value verified, accurate, and relevant information. This paradox means that communication professionals must balance between speed and credibility, meaning that the message must be quickly available but also based on verified facts, with clearly defined ethical standards. Ultimately, the ability for fast and quality communication becomes a key factor in modern communications.

*Content created in collaboration with Algebra Bernays University