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Guided by technology appropriation theory, this study investigates the adoption of generative artificial intelligence (GAI) across China’s four-tier media system through interviews with 44 journalists. Although GAI technologies are widely accessible and have low barriers to entry, their depth and innovativeness of use vary considerably across institutional levels, shaped by both structural and agentic factors. National-level media prioritize compliance and social responsibility; provincial and municipal outlets emphasize efficiency and innovation; county-level media, meanwhile, often adopt GAI defensively. The diffusion of GAI in Chinese journalism thus reflects cautious and selective empowerment rather than wholesale replacement, with core journalistic functions remaining irreplaceable by AI. The findings reveal a dynamic digital divide within Chinese media, influenced by stratification, mobility, and policy support. This study advances understanding of technology appropriation and digital inequality in emerging technology contexts, providing empirical insights for China and the broader Global South.
Xu et al. (Thu,) studied this question.