从力量崇拜到认知晕轮:ChatGPT的传播仪式  

From Power Worship To Cognitive Halo:A Ritual View of ChatGPT's Communication

作　　者：孙琦 陈力丹 Sun Qi;Chen Lidan

机构地区：[1]上海外国语大学贤达经济人文学院,上海202162 [2]四川大学,四川成都610065 [3]中国人民大学,北京100872

出　　处：《传媒观察》2023年第7期17-22,共6页Media Observer

摘　　要：ChatGPT通过学习大规模语料库中的语言模式和规律,拥有了强大的自然语言生成能力。其问世的消息在网络上迅速获得关注,并保持着高热度,其传播过程表现出参与广泛、热点频出、迭代迅速等特点。本文旨在观察ChatGPT火爆背后的动力来源,以传播内容的情绪表达为切入点,借助仪式传播中的符号、布道、朝圣等要素,对ChatGPT的传播过程进行分析,从而理解ChatGPT的“神化”路径,并对其被“神化”后产生的认知晕轮效应进行分析。面对ChatGPT带来的生产力变革等不确定性,笔者提出,在AI时代应保持工具理性的主张,但也需要提醒人们注意人文空心化和科技垄断等问题。ChatGPT has garnered significant attention on the internet due to its strong natural language generation capabilities,learned through patterns and patterns from large-scale corpora.It has consistently maintained a high level of discussion,characterized by extensive participation,frequent emergence of hot topics,and rapid iteration.This paper aims to investigate the factors driving the popularity of ChatGPT.It starts by analyzing emotions related to ChatGPT's hot topics and uses ritual elements analysis,including symbols,evangelism,and pilgrimage,to uncover the communication process of ChatGPT and comprehend its"mythologization"trajectory.Additionally,the paper examines the cognitive halo effect that arises after ChatGPT's"mythologization."Finally,in light of the productivity revolution and uncertainties brought by ChatGPT,the author advocates for maintaining instrumental rationality in the AI era and raises awareness about issues such as humanism hollowing and technology monopoly.

关 键 词：ChatGPT 朝圣 媒介化社会中心 人文空心化 科技垄断 

分 类 号：G206[文化科学—传播学]