Social and Ethical Challenges of Artificial Intelligence in International Political Communication

Boris  Latinović; Olja  Krčadinac

doi:10.62907/juuntics250202015l

Authors

Boris Latinović Union – Nikola Tesla University, Faculty of International Politics and Security, Belgrade, Serbia Author https://orcid.org/0000-0002-0651-1720
Olja Krčadinac University “Union – Nikola Tesla”, Faculty of Informatics and Computer Science, Belgrade, Serbia Author https://orcid.org/0000-0002-6299-371X

DOI:

https://doi.org/10.62907/juuntics250202015l

Keywords:

Artificial Intelligence, Political Communication, Disinformation, Algorithmic Power, Ethical Governance

Abstract

Artificial intelligence has become deeply woven into the fabric of global political communication, subtly altering how states, institutions, and transnational actors attempt to shape public opinion across borders. Although AI-driven systems promise efficiency, predictive capacity, and unprecedented reach, they simultaneously generate vulnerabilities that are neither easily measurable nor ethically neutral. This article investigates the social and ethical complexities emerging from the deployment of AI in the international political sphere. Central attention is given to disinformation dynamics, algorithm-mediated asymmetries of power, the erosion of individual autonomy, and the global diffusion of biased technological infrastructures. The study draws upon political sociology, communication ethics, and the sociology of technology to establish a multidimensional framework that captures the intertwined nature of AI’s political, cultural, and moral consequences. It argues that without sustained ethical vigilance and cross-border regulatory cooperation, AI will continue to amplify the existing inequalities in the global political landscape and undermine the conditions necessary for democratic deliberation.

Downloads

Download data is not yet available.

References

Atar, N. (2025). Artificial Intelligence and the Transformation in Political Communication and Campaigns: Ethical Debates, Analyses, and Cases. In Understanding Generative AI in a Cultural Context: Artificial Myths and Human Realities (pp. 461-490). IGI Global Scientific Publishing.

Benjamins R., Salazar I. (2020). Towards a framework for understanding societal and ethical implications of Artificial Intelligence.

Checketts, L., Boyles, R. J., Chan, B. S. B., Gan, Z. R., Hongladarom, S., Kimura, T., ... & Gonzalez-Ferrer Garcia, A. (2025). Ethical and Social Concerns of Artificial Intelligence in Asia. NanoEthics, 19(2), 12.

Chen, Y. (2025). Artificial Intelligence and Digital Imaging: Future Trends in Editing and Ethical Concerns. Journal of Sociology and Education, 1(2).

Christodoulou E., Iordanou K. (2021). Democracy Under Attack: Challenges of Addressing Ethical Issues of AI and Big Data for More Democratic Digital Media and Societies.

Corrêa N.K., Galvão C., Santos J.W., et al. (2022). Worldwide AI Ethics: a review of 200 guidelines and recommendations for AI governance.

Dlamini, Z. (2025). GLOBAL AI ETHICS: A REVIEW OF THE SOCIAL IMPACTS AND ETHICAL IMPLICATIONS OF ARTIFICIAL INTELLIGENCE.

Floridi, L. (2023). The ethics of artificial intelligence: Principles, challenges, and opportunities.

Graglia, M. A. V., Huelsen, P., & Lazzareschi, N. (2021). The growing moral challenge in the face of technologies: internet, social networks, IoT, blockchain and artificial intelligence. Journal on Innovation and Sustainability RISUS, 12(2), 17-29.

Gutiérrez Caneda B., Lindén C G., Vázquez Herrero J. (2024). Ethics and journalistic challenges in the age of artificial intelligence: talking with professionals and experts.

Hagelstein, J., Volk, S. C., Zerfass, A., Silveira Athaydes, A., Macnamara, J., Meng, J., & Hung-Baesecke, C. J. F. (2024). Ethical challenges of digital communication: a comparative study of public relations practitioners in 52 countries. International Journal of Communication, 18, 1072-1093.

Hagerty A., Rubinov I. (2019). Global AI Ethics: A Review of the Social Impacts and Ethical Implications of Artificial Intelligence.

Ivanović M., Raković R. (2024). Challenges for the Application of Artificial Intelligence and Ethical Issues.

Jafarova L.A. (2024). Political Institutions in Times of AI, and Ethical Aspects of the Digitalization in Politics.

Jovanović S., Dražeta L., Petrović A., Bačanin Džakula N., Živković M. (2025). Ethical Concerns and Mass Agentic AI Adoption.

Jungherr, A. (2023). Artificial intelligence and democracy: A conceptual framework. Social media+ society, 9(3), 20563051231186353.

Kóňa, M. A. (2025). ETHICAL CHALLENGES IN THE USE OF ARTIFICIAL INTELLIGENCE FOR MARKETING COMMUNICATION IN THE PUBLIC SECTOR21. PUBLICY 2024 I., 108.

Latinović, B. B., Ostojić, B. M., & Bugarčić, M. D. (2023). Analysis Of Attitudes Towards Social-Economic And Marketing Factors On The Growth Of Organic Production. Економика пољопривреде, 70(3), 725-735.

Latinović, B., & Ostojić, B. (2023). Socio-political context and strategy of modern marketing. Politička revija, 75(1), 281-298.

Latinović, B., Ostojić, B., Krčadinac, O., & Stanković, Ž. (2023). Socio-Marketing Aspects of the Application of Artificial Intelligence in Environmental Protection and Preservation. In Proceedings of The Third International Conference on Sustainable Environment and Technologies [„Creating sustainable commUNiTy “] (pp. 185-200).

Sahebi S., Formosa P. (2025). The AI mediated communication dilemma: epistemic trust, social media, and the challenge of generative artificial intelligence.

Schopmans H., Cupać J. (2021). Engines of Patriarchy: Ethical Artificial Intelligence in Times of Illiberal Backlash Politics.

Škorić J., Galetin M. (2024). Artificial Intelligence and Social Work: Ethical Dilemmas and Challenges in the Protection of Human Rights.

Spalević Ž., Marković F., Marković S. (2023). Artificial Intelligence: The New Inevitability of Contemporary Society.

Taddeo M., Floridi L. (2018). How AI can be a force for good. Science.

Volodenkov, S. V., Fedorchenko, S. N., & Pechenkin, N. M. (2024). Risks, threats, and challenges of introducing artificial intelligence and neural network algorithms into the contemporary system of socio-political communications: The results of expert study. RUDN Journal of Political Science, 26(2), 406-424.