第三种劳动:智能品牌传播中的人机关系

The Third Type of Labor:Human-Machine Relations in Intelligent Brand Communication

智能时代劳动工具“类人化”塑造着新的人机分工劳动配置,以人为中心的劳动关系的瓦解促成了人机劳动共同体,人类与智能机器分工与协同的劳动称为第三种劳动。在智能品牌传播业务执行中,人机间并非单方面替代与被替代的竞争关系,而是互惠式增强关系,即人工智能的生产力和效率优势通过人类劳动者与技术间有意识、功能性的协作来实现。在此劳动关系中形成了新的人机劳动形态:提示、审核、修改、提问。互惠式增强关系的形成机制是系统的反身性,它是一种可持续、可反馈的构建动态协调人机关系的能力。品牌传播业务运作流程中存在两种反身能力:日常反身能力与紧急反身能力。基于人机互惠式增强关系,有效释放第三种劳动的生产力及提升品牌传播价值,需要围绕如何建构有效的协同式增强关系展开,即顺应人机共生趋势,“功能互补”与“价值匹配”兼顾,警惕“逆分工”削弱人机系统的反身能力。

In the era of intelligence,labor tools have been humanized and human-centered labor relations have begun to breakdown.Taking the division of labor in economics as the theoretical perspective,this paper presents the current situation of labor division and collaboration between human and intelligent machines in business execution from four aspects:consumer insight,content production,content matching,and effect evaluation,which we call the third type of labor.Three major human-machine relationships are being bred in the third kind of labor,that is,substitution,augmentation and reinvention.This paper assumes that in order to fully release the productivity of the third kind of labor and enhance the value of brand communication,we should follow the trend of human-machine symbiosis,establish a harmonious division-cooperation mechanism,and be alert to the phenomenon of“reverse division of labor”.