Hacia una ecología mediática de la IA generativala obra creativa en la era de la automatización

  1. Aguado-Terrón, Juan Miguel 1
  2. Grandío-Pérez, María del Mar 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Journal:
Palabra Clave

ISSN: 2027-534X,  0122-8285

Year of publication: 2024

Volume: 27

Issue: 1

Type: Article

DOI: 10.5294/PACLA.2024.27.1.8 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Palabra Clave

Abstract

Generative artificial intelligence (GenAI) is a complex and compelling machine learning technology that has sparked widespread social debate about its limits and possibilities. An analytical view from media ecology offers a remarkable framework to identify interrelationships between this emerging technology’s problems and challenges. This article delimits the features of GenAI as a medium attached to media ecology and resorts to the conceptual tools of the laws of media (Four Effects) put together by Marshall and Eric McLuhan to reflect on creative work in the era of automation: amplification (or enhancement), obsolescence, retrieval, and reversal. Among the issues addressed are the implications of Gen AI as a technology for encoding representations, the loss of referentiality and traceability of works, the future of intellectual property and its impact on creative industries, and the return and revaluation stand out of shared experiences or performance.

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