Chatboty jako narzędzie dystrybucji treści wykorzystywane przez wydawców medialnych
Chatbots as a Content Distribution Tool Used by Media Publishers

Summary/Abstract: Conversational applications (e.g. Facebook Messenger, WhatsApp) are becoming one of the most important sources of obtaining information by readers (Kalogeropoulos, 2018). This trend is forcing media publishers to change their current content distribution model. Since 2017, the popularity of chatbots on the Facebook social site has been growing steadily. This also applies to the media publishers who use social platforms in their communication strategy. Scientific objective: The article presents different approaches of media publishers to using chatbots in the processes of content distribution to readers. The author in the article discusses features of chatbots, cases of their applications and presents a theoretical review of the advantages and disadvantages in their adaptation. The presented analyses focus exclusively on chatbots as a tool for distributing journalistic content to readers through the Facebook Messenger conversation platform. Research methods: Analysis of the literature on the subject, Internet sources and author's observations and experience of using chatbots. Results and conclusions: Chatbots, that belong to the profiles of media publishers analyzed in this article, are mainly used to send readers links to materials placed on the websites of these media. As programs, they lack the function of encouraging users to engage in conversations with them - which, next to the informational value, should be their main feature. The use of chatbots by publishers is somewhat responsive to changing trends in content consumption by readers, but it is difficult to state unequivocally that publishers are using the full potential of this technology. Cognitive value: The article joins the discussions focused on the use of modern technologies in journalism and the changing habits of content consumption by readers. The material also deals with issues related to the phenomenon of media content personalization in relation to the readers’ interests.

• Details
• Contents