As the integration of generative Artificial Intelligence (AI) tools continues to grow in Fiji’s media sector, journalists are being cautioned to navigate this emerging landscape with care. The Fijian Media Association (FMA) marked World Press Freedom Day 2025 at the Suva Civic Centre, emphasizing the dual nature of AI in journalism—offering innovative opportunities while posing ethical dilemmas.
During the celebrations, FMA president Rosi Doviverata highlighted the potential benefits of AI, such as enhanced productivity and content creation. However, she raised alarms regarding threats AI poses, including misinformation, “hallucinations,” and “deep fakes.” Doviverata underscored the crucial need for AI to augment, not detract from, the integrity of independent journalism, which plays an essential role in holding power accountable in Fijian democracy.
Stanley Simpson, FMA general-secretary, echoing concerns raised in previous discussions, stressed that while AI can enhance efficiency, it should not overshadow the authentic stories reflective of Fijian culture. He warned against allowing AI to dominate and erase local narratives, advocating for a balance where technology serves as an aid rather than a replacement for genuine voice and storytelling.
This call for ethical use of AI aligns with sentiments expressed by international bodies, noting the risk posed by misinformation and the potential for AI to dilute press freedoms. Many media organizations in the Pacific face economic pressures and diminishing audiences, making the need for a sustainable media sector even more urgent.
Despite these challenges, there is a hopeful perspective emerging. The acknowledgment of AI’s transformative power, coupled with a commitment to uphold ethical practices, reflects an evolving understanding within the media community. Efforts to strengthen local journalism through the establishment of institutions like a journalism institute and a Press Club signify a proactive approach towards advancing media independence and community engagement.
In facing the complex interplay of technology and journalism, Fiji’s media sector has a unique opportunity to embrace AI thoughtfully while safeguarding its rich cultural narrative. This balanced approach could lead to a strengthened media landscape, capable of representing the diverse voices of Fiji and enhancing the overall quality of journalism.
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