人工智能新闻主播何以被接受?:新技术与社会行动者的双重视角

How Can Artificial Intelligent News Anchor Be Accepted?:Dual Perspectives of Emerging Technology and Social Actor

伴随着传统媒体的智能化转型,人工智能主播(AI主播)日渐出现在新闻节目中。作为一项新兴传播实践,AI主播面对的节目受众如何对其进行感知,其接受度又受到何种因素影响,成为本文关注的核心命题。本研究基于新技术与社会行动者的双重视角,通过问卷调查的方法对如上问题进行探究。结果表明:在新技术特质层面,感知新颖性正向预测新闻AI主播的态度与接受度,而感知智能优势对态度与接受度的影响并不显著。在社会行动者特质层面,感知可信度、感知形象拟人化与感知能动性均正向预测新闻AI主播的态度与接受度。除此之外,感知新颖性、感知可信度、感知拟人化与感知能动性通过态度的中介作用正向影响受众对于新闻AI主播的接受度。本研究拓展了新闻AI主播接受度的前因变量,为理解新闻AI主播的社会扩散过程提供了更为情境化的视角。

As the intelligent transformation of traditional media, Artificial Intelligence anchors(AI anchors) have appeared in news programs. This study investigates how news program audience perceive the AI news anchors and what factors influence the acceptance of AI news anchors. Based on the dual perspectives of emerging technology and social actor, the authors examined the research questions through surveys(n=418). Results showed that perceived novelty, perceived credibility, perceived appearance anthropomorphism and perceived agency positively predict the attitude toward and acceptance of the AI anchors, while the effect of perceived intelligent advantage is not significant. Attitude positively mediates the effects of perceived novelty, perceived credibility, perceived appearance anthropomorphism and perceived agency on acceptance. This study extends the antecedents of acceptance of AI anchors and provides a more situational perspective for understanding the social diffusion process of news AI anchors.