从生成式人工智能到生成性媒介:对“生成”意涵与媒介环境的再审视  

From Generative AI to Generative Media:A Re-examination of the Connotation of"Generative"and the Media Environment

作　　者：王楠[1,2] 何晶[1,3] WANG Nan;HE Jing(School of Journalism and Communication,University of Chinese Academy of Social Sciences,Beijing 102401,China;Research Center for New Media and Rural Revitalization,Xi'an Jiaotong University,Xi'an 710049,China;Research Center for Political Communication,University of Chinese Academy of Social Sciences,Beijing 102401,China)

机构地区：[1]中国社会科学院大学新闻传播学院,北京102401 [2]西安交通大学新媒体与乡村振兴研究中心,陕西西安710049 [3]中国社会科学院大学政治传播研究中心,北京102401

出　　处：《编辑之友》2024年第11期80-87,共8页Editorial Friend

基　　金：国家社会科学基金一般项目“新媒体技术条件下弱势群体表达的特点、机制与趋势研究”(20BXW106);中国社会科学院大学新文科重大项目“数字人文主义:智能强国建设的价值取径”(校20230337)。

摘　　要：生成式人工智能的技术语境凸显了媒介及媒介环境的生成性和复杂性。对生成这一动态“过程—机制”的元理论进行分析,有利于在理解生成式人工智能的底层架构和技术逻辑的基础上,厘清生成性媒介的意涵和新媒介环境的变革。文章首先通过对人工智能与媒介发展中生成概念的溯源,揭示生成意涵表现为技术自主论与社会建构论之间的有机互动,促使媒介观的动力学与过程性视角转向;其次,在智能技术层面爬梳技术生成主体由人类一般智力到机器智能对齐、生成逻辑由线性因果判断向概率分布的演进,呈现媒介作为生成的行动主体,人机共同调试下生成的新型媒介环境;最后,追问和反思生成的价值依归,在社会建构论视域下对技术自主性发展所引发的人类主体性冲击、信息与知识体系失序、社会信任机制动摇等新媒介环境中的伦理危机作出回应。面向未来,有必要在媒介技术发展的学理和实践层面重视社会伦理的“软”引导和价值规范的“硬”约束,为更具良性运转的生成性媒介环境建设奠定基础。The technical context of generative artificial intelligence highlights the generativity and complexity of media and media environments.A meta-theoretical analysis of this dynamic"process-mechanism"of generative is conducive to clarifying the connotation of generative media and the transformation of the new media environment on the basis of understanding the underlying architecture and technical logic of generative AI.Through tracing the origin of the concept of generative in the development of AI and media,this study finds that the connotation of generative is manifested as the organic interaction between technological autonomism and social constructivism,facilitating the shift in the dynamics and process-oriented perspective of media view.Further,this study summarizes the evolution of the technological generation subject from human general intelligence to machine AI alignment,and the generation logic from linear causal judgment to probability distribution at the intelligent technology level.It also presents the social reality of media serving as the generative agent and the new media environment generated under the joint debugging of humans and machines at the media level.Finally,from the perspective of social constructivism,this study interrogates and reflects on the value orientation of generative and responds to the ethical crises in the new media environment,such as the impact on human subjectivity caused by the autonomous development of technology,the disorder of information and knowledge systems,and the destabilization of the social trust mechanism.In the future,it is necessary to attach importance to the"soft"guidance of social ethics and the"hard"constraints of value norms at both the theoretical and practical levels of media technology development,in order to lay the foundation for the construction of a more benign generative media environment.

关 键 词：生成式人工智能 生成性媒介 技术自主性 社会建构论 

分 类 号：G206[文化科学—传播学]