professor yu guoming: embracing the systemic changes brought about by generative ai in a new way
2024-09-16
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"we are in the transition period from industrial civilization to digital civilization. the original development model and development logic are no longer sustainable. new development can only be achieved through innovation in systematic and revolutionary changes."
on september 13, yu guoming, director of the communication innovation and future media experimental platform of beijing normal university and chairman of the media economics and management professional committee of the chinese society of journalism history, delivered a keynote speech entitled "generative ai as a new quality productivity in the communication field" at the 2024 bund new media annual conference. the event was hosted by the paper, a subsidiary of shanghai media group, and the theme of this year's annual conference was "embracing systemic change."
yu guoming, director of the communication innovation and future media experimental platform of beijing normal university
in yu guoming's view, generative ai, as one of the most important variables in refreshing the production mode in contemporary times, has an impact on communication that is not only to add relevant elements to the existing production logic and value chain logic, but also to use ai to bring about structural changes to the entire communication process, communication structure, communication direction, and communication goals.
media convergence has entered its 11th year as a national strategy. in yu guoming's view, the lack of clarity on the root principles, logic and model of innovation has affected the effectiveness and correctness of the scale-up and monetization process from 1 to 100, and also affected the realization of the overall goal of media convergence.
yu guoming emphasized that just cultivating one's own small piece of land has greatly influenced the mainstream media to enter the mainstream and become the leader of the entire society. in the past, traditional media have always been cautious about the huge resources and energy released by the internet as a productive force. they did not turn them into their own increments, but regarded them as a competitive force.
"to promote generative ai to generate new productivity, we must absorb some experiences and lessons from past developments and embrace this era and this change in a new way." in yu guoming's view, communication has entered the era of scenarios. more and more technologies such as sora and vr have changed the way the whole society accesses information from the third-person indoctrination in the past to the first-person "i" scenario today. how to influence people's cognition and behavior in the process of "i" exploring the experience is a brand new task.
yu guoming believes that games will be the mainstream media in the future society. although this is unexpected due to the long-term prejudice against games, many new features of games are exactly in line with the media characteristics of the development of the times.
"the future society is an era where the virtual and the real coexist. only games, with their virtual and real coexistence scene construction, can achieve seamless integration with it."
in yu guoming's view, many of the mutual divisions between circles today are particularly important factors in generating social risks. therefore, how to achieve cross-circle integration between circles is an extremely important issue that any responsible government, media, and social organization must face.
games are just such a medium that can break circles. by attracting different kinds of people to the same platform, they can form mutual understanding and competition through game interactions, and find the greatest common divisor and consensus points among each other.
confucius said, "learn and practice it from time to time." this not only refers to learning basic knowledge and skills, but also emphasizes operation, experience and feedback. games can achieve this. yu guoming believes that this repeated experience can achieve a closed-loop process, which is an advantage that no other media currently has.
yu guoming emphasized that games are a type of media that is greatly underestimated. it is also a predictable medium. today, the media constructed by new technologies such as sora can realize the experience and observation process from a god's perspective, which greatly increases the richness of social exploration and reduces the cost and price of exploration.
games are also a medium with natural cultural attributes. yu guoming said that many unknown composers, singers, and fashion designers have come to the world and the forefront through the medium of well-known games.
"if we can make good use of the game platform, we will form a new communication pattern." yu guoming believes that the mainstream media's advancement into the game platform is a key move in the process of media convergence, and china has the best game platform in the world. we must make good use of the advantages of this platform and enhance china's voice in the world.
the paper reporter yang zhe
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