智能传播时代的范式转变:媒介技术研究十大观点(2023)  

The Paradigm Shift in the Era of Intelligent Communication:Ten Viewpoints on Media Technology Research(2023)

作　　者：张洪忠 徐鸿晟 ZHANG Hong-zhong;XU Hong-sheng(School of Journalism and Communication,Bejing Normal University,Beijing 100875,China;School of Journalism,Qinghai Normal University,Xining 810000,China)

机构地区：[1]北京师范大学新闻传播学院,北京100875 [2]青海师范大学新闻学院,青海西宁810000

出　　处：《编辑之友》2024年第1期38-44,共7页Editorial Friend

摘　　要：目前,人工智能已广泛应用在信息传播领域。文章选取了2023年与媒介技术研究相关的文献,整合成十大观点:基于人类中心主义建立的传播学研究范式在研究对象、理论、方法三方面都受到人工智能技术的挑战,机器行为范式成为智能传播时代传播学研究的新路径;人工智能赋能传媒业应用与实践,多模态助力国家形象建构打开局面;大模型使用推动网络结构向超级节点的再中心化演变,进而对人类文明进程产生影响;深度伪造制造认知“罗生门效应”,推动网络空间“典论战”向“认知战”范式转型;算法推荐带来的新旧宣传范式迭代,反思用户人为因素对“信息茧房”的影响;生成式人工智能对感官延伸到人类情感弥补具有重要影响,元宇宙进化了人类情感维度;人类感知和认知模式在智能传播时代迎来新转变,引导心理、社会、艺术研究路径发生变化;“新常人”推动传媒业和社会关系发生新变革,媒体行业结构遭遇新挑战;内容生产中的道德伦理与价值规范问题讨论延展到生成式人工智能领域,应尽快建立完善关于生成式人工智能内容生产相关法律法规;智能传播时代“数字遗民”的社会边缘化问题,以期对今后媒介技术研究有所助益。Artificial intelligence has been widely used in the field of information dissemination.This paper selects the literature related to the research of media technology in the core academic journals of journalism and communication in China in 2023,and integrates the selected literature into ten points of view according to the theme clustering:The communication research paradigm based on anthropocentrism has been challenged by artificial intelligence technology in terms of research objects,theories and methods,and the machine behavior paradigm has become a new path for communication research in the era of intelligent communication;Artificial intelligence enables the application and practice of the media industry,and multi-modal help opens up the situation of national image construction;The use of large models promotes the evolution of the network structure to the"decentralization"of super nodes,which will have an impact on the process of human civilization;Deep counterfeiting creates cognitive Rashomon effect and promotes the paradigm transformation from"public opinion war"to"cognitive war"in cyberspace;Iteration of old and new publicity paradigms brought by algorithm recommendation,reflecting on the impact of user human factors on"information cocoon";Generative artificial intelligence has an important impact on the extension of senses to human emotion compensation,and the meta-universe has further evolved the dimension of human emotion;Human perception and cognitive mode usher in new changes in the era of intelligent communication,leading to changes in psychological,social and artistic research paths;"New ordinary people"promote new changes in the media industry and social relations,and the structure of the media industry encounters new challenges;The discussion on ethics and value norms in content production are being extended to the field of generative artificial intelligence,which highlights the urgency of establishing and improving relevant laws and regulations on generative artificial intelligence content produc

关 键 词：大模型 机器行为范式生成式 人工智能 算法推荐 媒介伦理 

分 类 号：G206[文化科学—传播学]