元宇宙时代传播学研究范式的转型——理论逻辑、内在机制与操作路径

The Coming Paradigm Shift in Communication Research in the Era of Meta-Universe:Theoretical Logic,Internal Mechanism and Operation Path

元宇宙时代,人工智能等技术的发展不仅带来了结构性、生态型的媒介环境改变,铺垫了元宇宙兴起的算力基础,也在加速人们对新媒体现象和人类生存环境的反思,带来一种认知与实践上的“范式与革命”。新闻传播学科关键性的核心路径以及具有带动性的突破点体现在两方面:一方面在于人的研究,探索人的多重化身表征、多模态延伸在虚实空间的传播行为与结构特征,即从社会动力学的视角,研究瞬时传播与认知神经科学技术的结合,从小样本实验数据的循证研究,真正找到关键要素之间的因果联系;另一方面在于社会治理再组织化的研究,即从元宇宙、云计算、大数据、人工智能的视角,以大样本计算网络数据的挖掘与分析,在现有的传播学研究手段之外,将行为预测与传播效果测量放置于社会网络连接的群体之中,进而探索虚实空间中人的瞬时效果的情感认知加工,以及身体在场的自主神经活动研究范式,提升未来新闻传播学研究的“对话”与“韧性”,深化新闻传播学科理解“媒介—人—虚实空间”及其三者之间关系的研究方法群的建设。

The development of artificial intelligence and other technologies has not only brought about structural and ecological evolutions in the media environment and paved the algorithm foundation in the rising meta-universe era but also accelerated our reflection on new media phenomena and human conditions,which has brought a coming paradigm shift in cognition and practice.The key core path and breakthrough point of journalism and communication are embodied in two aspects:on the one hand,it lies in audience and user analysis,that is,from the perspective of social dynamics,to study the combination of instantaneous communication and cognitive neuroscience and technology,and conduct evidence-based research on small sample experimental data to explore the causal relationship between key elements;on the other hand,it lies in the research on the re-organization of social governance,that is,from the perspective of meta universe,cloud computing,big data and artificial intelligence,to calculate data mining and social network analysis with large samples,place behavior prediction and communication effect measurement in the group of social network so as to explore the emotional cognitive processing of instantaneous effect and embodied autonomic nerve activity in the virtual and real space,which drives the reconstruction of the research method group of communication research,promotes the dialogue and resilience of communication field,and deepens the understanding of the relationship in media technology-human-virtual and real space.