From Media Equation to Media Evocation:Rethinking Machine Ontology in Human-Machine Communication——Taking the In-Car Robot NOMI as an Example
With the advent of the AI era,intelligent products have entered people's lives,and human-machine communication has become a common phenomenon.However,the commonly used media equation paradigm cannot address the ontological issues of machines.This paper draws on the media evocation paradigm proposed in recent years and takes the in-car intelligent robot NOMI as an example.Through in-depth interviews with 20 car owners,it was found that NOMI is perceived as a social actor with life to activate users'conscious interaction.Its strong social cues such as expressions and eye contact help build up relationships as well.Nevertheless,there remains a complex psychological contradiction in people's cognitive understanding of the ontology of intelligent machines.Additionally,the ontology of intelligent machines remains in the threshold laid by humans,animals,and machines,with pets and children becoming the primary references for car owners'ontological understanding of NOMI.Intelligent machines are still seen as"low-development social beings"controlled by humans.With the rise of media evocation paradigm,human-machine relationships need to evolve from an"other"relationship to an"I-thou"relationship,bringing forth new considerations for the subject and perspectives of communication studies.
media equationmedia evocationhuman-machine communicationsocial robot
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