AIGC媒介变革环境下科学传播“多元化”趋势研究

Study on the “Multilateralization” Trend of Science Communication under the Media Reform of AIGC

摘要:

近年来,科学传播正在经历着前所未有的“多元化”发展趋势,并主要体现在传播者多元化、受众碎片化、渠道多样化、策略分众化以及传播关系复杂化等方面。这些“多元化”发展得益于媒介环境革新所带来的受众赋权、传播去中心化、参与式文化氛围、威权解构等特性。以ChatGPT以及Sora等为代表的AIGC技术的出现被认为进一步改变了当前的媒介生态。而AIGC所带来的新的媒介生态的变革是否推动了或反向影响着当前科学传播正在经历的“多元化”发展趋势?这一问题尚未得到充分回答。对此,本文从科学传播者、科学传播渠道、科学传播内容(科学知识)以及科学传播关系4 个维度对上述问题进行尝试性的探索;并进一步反思AIGC可能带来的对于科学传播多元化的潜在负面影响。

Abstract:

In recent years, science communication has seen unprecedented diversification trends, including diverse communicators, fragmented audiences, varied channels, segmented strategies, and complex relationships. These trends are attributed to changes in media environments, empowering audiences, decen tralizing communication, fostering participatory cultures, and deconstructing authority. The emergence of AI-generated content (AIGC) technologies like ChatGPT and Sora is believed to further reshape the media landscape, but whether they contrib ute to or counteract the diversification of science communication remains unclear. This paper explored this question through four dimensions: communicators, channels, content, and relationships in science communication. It also reflected on potential negative impacts of AIGC on diversification in science communica tion.