摘要
人类传播活动是一个从"身体"到"媒体"的发展史,在这个过程中我们依托于媒体技术演进和更迭的显著性,渐渐习惯于身体延伸之外的"身体"替代——媒体在传播中变得越来越重要,似乎忽略了传播中最为关键、生动和直接的身体本身,身体缺位成为大众媒体时代的广告传播常态,而人工智能技术加持下的广告传播实践,身体作为营销传播媒介空间中实践主体的意义再次被唤起,身体性因素的媒介进化和具身认知传播的重要性愈发突出;从人工智能技术对于原有广告产业的生态重构、具身认知与具身智能发展、广告传播媒介空间以及购买消费行为实践中具身性因素等方面展开讨论,强调了媒介进化中人之于技术的主体地位和能动性;面对当下营销传播环境中碎片化、浅表化、个性化等传播认知变化,具身认知成为人工智能时代广告传播中身体回归的技术逻辑和研究理路。
Human being’s activity of communication has gone through a process of development from"body"to"media".Relying on the significance of the evolution and change of media technology,we gradually get used to the substitution of"body"beyond the extension of body in this process.As the role of media becomes more and more critical in the process of communication,people gradually ignore the most critical,vivid and direct body itself.Therefore,physical absence has become the normal state of advertising communication in the mass media era.In the advertising communication practice boosted by artificial intelligence technology,the significance of body as the practice subject in the marketing media space is aroused again,and the media evolution of body factors and embodied cognitive communication are prominently important.This paper discusses the ecological reconstruction of the original advertising industry by artificial intelligence technology,the development of embodied cognition and embodied intelligence,the space of advertising media and the embodied factors in the practice of purchasing and consumption behavior,and emphasizes the dominant position and initiative of human beings in technology in media evolution.Under the background that the current marketing communication environment has experienced changes in communication cognition such as fragmentation,superficiality and individualization,embodied cognition has become the technical logic and research way of body return in advertising communication in the era of artificial intelligence.
作者
邬盛根
刘畅
Wu Shenggen;Liu Chang(Shanghai University)
出处
《新闻与传播评论》
CSSCI
2022年第2期60-68,共9页
Journalism & Communication Review
基金
国家社会科学基金重点项目(20A2D058)。
关键词
人工智能
广告传播
具身性
具身认知
AI
advertising communication
embodiment
embodied cognition
