技术跨越的可能:ChatGPT的传媒转向与功用确立

The Potential for Technological Leapfrogging:Media Transformation and Function Establishment through ChatGPT

以ChatGPT为主的生成式人工智能颠覆了既往的传播结构和内容生产模式。当个体与智能机器的连接愈发紧密,人与人之间的直接交互行为趋于弱化,ChatGPT代表的新型人机交互模式逐渐取代传统的人际传播模式,开启智能化中介的传播转向。面对生成式人工智能技术传媒应用的深度化,传媒业者需应对变革所带来的力量转换和功用重建。直面技术带来的传媒业者“无用”争议,要求传媒业者从技术发展的动态视角审视技术的矛盾属性和技术跨越导致的认知与应用割裂的问题,明确人之功能性和重新确立人之主体性,进而从概念先行、信息生产、传播模式三个维度形成技术跨越的基本判断并确立传媒转向的可行性路径。在技术理念与实践路径的结合中,探讨技术生命周期背后的深层逻辑,以及技术跨越下传媒转向中“业”与“人”同频的可能。

Generative artificial intelligence,exemplified by ChatGPT,is revolutionizing traditional communication structures and content productionmode.As the connection between individuals and intelligent machines becomes increasingly close,direct interpersonal interactions tend to weaken,leading to a gradual replacement of traditional interpersonal communication with new human-machine interaction modes.This shift initiates a move towards intelligent mediation in communication.In response to the deepening application of generative AI technology in the media industry,media practitioners must navigate the power shifts and functional reconstructions that accompany this transformation.From the dynamic perspective of technological development,this study examines the contradictory attributes of technology and the cognitive and application disjunctions caused by technological leaps.It addresses the controversy of AI s perceived“uselessness”by clarifying human functionality and re-establishing human subjectivity in the face of AI advancements.Furthermore,the iterative updates of intelligent technology require the grounding of concepts.For the reconstruction of the media industry,this necessitates establishing feasible pathways for media transformation from three dimensions:theoretical foundations,information production,and dissemination modes.Finally,from the perspective of the philosophy of technology,the study explores the deeper logic behind the technological lifecycle and the potential for synchronizing the evolution of the media industry with human roles during this transition.By addressing these areas,the study seeks to provide a comprehensive understanding of the transformative impact of ChatGPT and similar AI technologies on the media industry,offering insights into how media practitioners can effectively adapt and thrive in this new landscape.