传播学者援引上世纪60年代两位重要媒介理论家的思想，为当今生成式AI的发展轨迹提供了新的解读框架1。这些理论家的观点表明，AI不应仅被视为工具，而应理解为一种新兴媒介，将对人类社会产生深远影响1。
Marshall McLuhan在其媒介理论中指出，新媒介在发展初期往往会再现旧媒介的内容，随后才会逐步产生本土化的新形式1。同时，Guy Debord在其1967年的著作《景观社会》中阐述了资本主义社会如何通过媒介技术将生活商品化的现象1。Debord曾论述道："当真实世界被转化为纯粹的影像时，纯粹的影像就成为真实的存在——这些动态的虚构物提供了催眠行为的直接动力"1。
理论家们的分析指向一个关键认识：生成式AI将继续推进人类生活的商品化和中介化进程1。不过，McLuhan提供了希望的可能："只要人们愿意思考正在发生的事情，就不存在绝对的必然性"1。这表明通过改变发展路径，实现更积极的AI未来是可能的1。当前已有迹象表明新形式的AI交互正在出现，例如Google Project Genie与各类学术实验都展示了AI特有的交互形式1。
Generative artificial intelligence should be understood as a new medium rather than merely a tool, according to analysis drawing on the work of mid-20th century media theorists.1 Marshall McLuhan's framework suggests that new media initially reproduce content from older forms before eventually developing distinctive native expressions.1 This pattern implies that artificial intelligence will eventually move beyond mimicking existing digital interactions to create novel interactive formats, as evidenced by emerging projects like Google's Project Genie and academic experiments demonstrating AI-specific interaction patterns.1
The trajectory of AI development carries significant social implications rooted in how media technology shapes human experience.1 Guy Debord's 1967 work "The Society of the Spectacle" argued that capitalist societies use media technologies to transform life itself into commodities and mediated experiences.1 Debord wrote: "When the real world is transformed into mere images, mere images become real beings – dynamic figments that provide the direct motivations for a hypnotic behaviour."1 This framework suggests that generative AI will likely continue advancing the commercialization and mediation of human life.1
However, this trajectory is not predetermined.1 McLuhan observed: "There is absolutely no inevitability as long as there is a willingness to contemplate what is happening."1 This insight suggests that by deliberately examining how AI develops and consciously choosing its direction, society retains the capacity to shape a more positive future for the technology rather than allowing market forces alone to determine its course.1
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