ROLE OF AI BASED MEDIA AWARENESS IN HAZARD VULNERABILITY AND RISK ANALYSIS

Abstract

AI-based media awareness has emerged as a promising tool for enhancing public understanding of hazards, improving early warning dissemination, and supporting informed decision-making. This study investigates the role of AI-based media awareness in strengthening hazard vulnerability and risk analysis, with a particular focus on how AI-enabled media systems influence risk perception, preparedness, and analytical capacity. The study adopts an explanatory, cross-sectional research design. Data were collected from a purposively selected sample of 118 academicians and media professionals, representing key stakeholders involved in disaster communication and analysis. The collected data were analyzed using correlation and hierarchical regression techniques to test the proposed hypotheses. The findings indicate a strong and statistically significant positive relationship between hazard vulnerability and risk perception, confirming that individuals who perceive higher vulnerability are more likely to recognize and evaluate risk. Technological access was found to have a direct positive effect on risk perception; however, it did not function as a mediating variable, suggesting that mere access to technology is insufficient without meaningful, AI-driven informational support. Importantly, AI-based media awareness emerged as a significant moderating factor, strengthening the relationship between hazard vulnerability and risk perception. This highlights the critical role of AI-enabled media in amplifying awareness, improving comprehension of risks, and translating vulnerability into actionable understanding. Among the AI-based media dimensions, information quality characterized by accuracy, timeliness, and relevance proved foundational across all stages of risk analysis. Personalization and real-time processing enhanced the relevance and immediacy of hazard communication, while predictive analytics contributed to improved early warning effectiveness and preparedness by offering forward-looking insights. System integration further supported decision-making by enabling coordinated and comprehensive risk information flows. The study concludes that AI-based media awareness, when ethically designed and strategically implemented, can significantly enhance hazard vulnerability assessment, risk perception, preparedness, and decision support.

Keywords: AI, Media Awareness, Hazard Vulnerability, Risk Analysis.