Knowledge Transfer: From Corporations to the Media and from the Media to Society

The emergence of Industry 4.0 has prompted media outlets to revamp their business models in order to maintain financial viability. As a result, media companies have increasingly turned to cutting-edge technological innovations such as artificial intelligence (AI) and data analysis to gain a competitive advantage. These technologies are primarily used to create innovative journalistic products that cater to specific target audiences. Specifically, AI solutions are used to improve efficiency within newsrooms, particularly in the production of news content. Data-driven solutions often require a reassessment of the entire news generation process, including production, distribution, and consumption. At the same time, Industry 4.0 has compelled private enterprises to adopt new technologies to improve both their management and production processes. The extensive examination of the profound influence of the digital revolution, brought about by Industry 4.0, on corporations has been studied extensively. Scholars have also increasingly focused on exploring its effects on media enterprises. However, less consideration has been given to the intricate dynamics of communication between the private sector and media entities. This chapter aims to fill a part of this gap by examining the intricate changes in the process of knowledge transfer from corporations to society through media platforms in the context of Industry 4.0.