Shulou(Shulou.com)11/24 Report--

The latest development of generative artificial intelligence has attracted the attention of the whole society because of the global popularity of ChatGPT. It will profoundly rewrite the media production and communication process while shaping the future Internet ecology. Since this year's college entrance examination season, the topic of media talent training has been constantly controversial, frequently on the hot search. Under the condition of new technology, it is of great value to explore how the media industry can meet the new challenges, how the news and communication professionals can cope with the new shocks, and how the academic and industrial circles view the future prospects of media talents. On September 14, 2023, Communication University Of China State key Laboratory of Media Fusion and Communication New Media Research Institute, Sina AI Media Research Institute and Weibo campus jointly released "controversy, Dilemma and way out: the Wave of generative artificial Intelligence and the Future of News and Communication talents", focusing on the two hot spots of generative AI wave and news and communication talent training for in-depth thinking and rational discussion.

The subject consists of Professor Zhao Zizhong, dean of New Media Research Institute, and Wang Wei, dean of Weibo COO, Sina Mobile CEO, and Sina AI Media Research Institute. Xu Qi, Associate Professor of New Media Research Institute and top young talent of Communication University Of China, and Qiao Yu, General Manager of Weibo Young user Development Department and Deputy Director of Sina AI Media Research Institute, serve as project leaders. It is jointly completed by Communication University Of China New Media Research Institute and Sina AI Media Research Institute team.

This report consists of four parts: the first part is a comprehensive scan of the new era of technological revolution, detailing the major technological breakthroughs, main features and application scenarios of generative artificial intelligence technology; the second part is an in-depth analysis of the new challenges of the media industry, a comprehensive interpretation of how generative artificial intelligence reshapes the ecology of media content, and an analysis of the risks of employment substitution of artificial intelligence and the new changes in the media talent market. The third part deciphers the new topics of the new biography discipline, deeply excavates the existing problems in the training of talents in the traditional journalism and communication discipline, and puts forward new ideas for the training and upgrading of the new biography talents from the perspective of colleges and universities and individuals. The fourth part looks forward to the new prospect of media talents and invites six media scholars and industry celebrities to talk about the future of journalism and communication students.

The main highlights of this report are as follows:

A new era of technological revolution: a major breakthrough in generative artificial intelligence technology

Point 1: generative artificial intelligence is a kind of AI that can generate new original content by learning large-scale data sets. The key technologies include generating countermeasure network, converter model, self-supervised learning, reinforcement learning and pre-training model. Compared with the previous artificial intelligence technology, generative artificial intelligence has made remarkable breakthroughs in creativity, diversity, context awareness and unsupervised learning. it has been applied in image generation, natural language processing, audio processing, game development, advertising e-commerce, art design and other industry scenes.

New Challenge of Media Industry: generative artificial Intelligence reshaping Media content Ecology

Point 2: artificial intelligence large model technology will take the chat robot as the starting point and gradually incorporate image, audio and other multimodal models, which will become the largest technology platform after the mobile Internet. To understand its overall impact on the Internet ecology, we can consider the following four questions: will the big model become the threshold of Internet competition in the future? Will the computing power of capital support become the basis of Internet competition? Will the cloud become the next competitive space for the Internet? "Dialogue is the platform" or will it become the industrial trend of the big model era?

Point 3: generative artificial intelligence will gradually reshape the media production process, such as increasing AI content production capacity, reducing costs and increasing efficiency, human intelligence collaborative content generation paradigm gradually mainstream, improved content distribution and user connection, enabling media operation and commercialization, and so on.

Point 4: the rapid development of generative artificial intelligence will not only comprehensively reshape the media content ecology, but also has a profound impact on the media job market. At present, the pressure of media employees mainly comes from the risk of artificial intelligence employment substitution, the panic of media practitioners' ability, the downward pressure of traditional media market and the oversupply of media talents, while the employees of media grass-roots posts are generally faced with the anxiety and pressure of being replaced by AI.

New subject of New Biography discipline: the training and upgrading of generative artificial Intelligence

Point 5: taking the undergraduate level as an example, the biggest dilemma of talent training in journalism and communication across the country is that it is mainly based on the traditional liberal arts, which is difficult to adapt to the development of the intellectual media era. at the same time, there are some problems, such as the advantages of professional characteristics are not prominent, the curriculum system is unreasonable and so on. On the whole, China's media education still lags behind the development of the media industry, which is embodied in the diversification of social needs and the homogenization of media education in colleges and universities, the integration of media and the division of the discipline (specialty) of media education in colleges and universities. there are four major contradictions between the rapid development of the media industry and the construction of the teaching staff of media education in colleges and universities, the general lack of talents needed by the industry and the relative surplus of media education talents trained by colleges and universities.

Point 6: from the point of view of colleges and universities, the mainstream path of talent training and upgrading of journalism and communication disciplines is to follow the innovation of new liberal arts construction ideas, emphasize equal emphasis on discipline integration and theory and practice, and continue to promote the reform of journalism and communication education in colleges and universities. The specific measures include optimizing the division of specialties, updating the knowledge framework and knowledge system, strengthening cross-integration, implementing the concept of "wide caliber and emphasis on foundation", strengthening the background of new specialties, defining the foundation of specialties, and grasping the changes in the demand for talents in the industry. pay attention to the cultivation of capable talents.

Point 7: from a personal point of view, being loyal to ideals, pursuing enthusiasm, maintaining curiosity and promoting creativity is the right attitude to join the era of intelligent communication. On the other hand, closely tracking the trends of the industry, cultivating the sensitivity to new technologies and new trends, keeping an active attempt on new technologies and new applications, and actively participating in industry practice are just "tricks" on the road to dreams.

New Prospect of Media talents: media celebrities talk about the Future of Journalism and Communication students

Point 8: the project team specially interviewed six academic and industry bigwigs, including Professor Zhang Hongzhong of Beijing normal University, Professor Zhou Baohua of Fudan University, Professor Zhao Zizhong of Communication University Of China, Deputy General Manager of CCTV International Network Co., Ltd. Zhao Lei, Weibo COO, Sina Mobile CEO Wang Wei and Kuaishou Vice President Lu Qian, let's listen to how the bigwigs interpret the new wave of generative artificial intelligence and the future of media talents.

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