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頁數：1﹣66
新聞媒體對於生成式人工智慧的感知風險、 規範與實踐
Generative Artificial Intelligence in News Media: Perceived Risks, Norms, and Practices
專題論文
作者(中)
李怡志
作者(英)
Richy I-Chih Li
關鍵詞(中)
生成式人工智慧、同質性、制度理論、感知的風險、新聞常規
關鍵詞(英)
Generative Artificial Intelligence, Institutional Theory, Isomorphism, News Routine, Perceived Risk
中文摘要
生成式人工智慧（Generative Artificial Intelligence，簡稱GenAI）在2022年底商用化並影響新聞產業，促使新聞媒體機構思考如何使用，並在很短的期間內推出了相對應的規範，但規範方向是否正確、規範的目的是否明確，對新聞業與學術界都是一個尚待開拓的新領域。人工智慧有許多已知的風險，應用在新聞領域中，可能造成新聞的錯誤、偏誤、失真、幻想等等，雖然規範基於對風險的認知，提出廣泛的應對方向，但媒體是否真能夠遵循此方向與人工智慧共處，令人好奇。
本研究深入探討GenAI在新聞媒體行業中的規範，特別是同業規範與機構規範的異同、實務與規範間的差距、風險與應對策略，以及臺灣媒體對於GenAI的特殊關係。本研究透過Nvivo質性分析軟體，分析了41份來自16個國家的新聞機構所制定的GenAI規範，並加上七個臺灣媒體的深度訪談結果，提供詳細的分析。本研究發現，在未來不確定的情況下，對人工智慧的感知易用性會提升感知的風險，並促使新聞機構模仿其他機構制定規範，來應對新技術的不確定性，而同業組織與媒體機構在規範目標及內容上也有顯著的差異。臺灣媒體過往較少使用人工智慧，因此面對許多新的挑戰。本研究結果驗證了制度理論中模仿同質性與規範同質性的區別，也擴充了對新聞GenAI規範的理解，為新聞機構和政策制定者提供了具體的參考方向。
本研究深入探討GenAI在新聞媒體行業中的規範，特別是同業規範與機構規範的異同、實務與規範間的差距、風險與應對策略，以及臺灣媒體對於GenAI的特殊關係。本研究透過Nvivo質性分析軟體，分析了41份來自16個國家的新聞機構所制定的GenAI規範，並加上七個臺灣媒體的深度訪談結果，提供詳細的分析。本研究發現，在未來不確定的情況下，對人工智慧的感知易用性會提升感知的風險，並促使新聞機構模仿其他機構制定規範，來應對新技術的不確定性，而同業組織與媒體機構在規範目標及內容上也有顯著的差異。臺灣媒體過往較少使用人工智慧，因此面對許多新的挑戰。本研究結果驗證了制度理論中模仿同質性與規範同質性的區別，也擴充了對新聞GenAI規範的理解，為新聞機構和政策制定者提供了具體的參考方向。
英文摘要
Introduction
The rapid proliferation of generative artificial intelligence (GenAI), notably marked by the widespread adoption of tools like ChatGPT since late 2022, has ushered in a transformative era for the news industry. This comprehensive research examines how news media organizations are adapting to this technological shift, highlighting the potential for GenAI to revolutionize news production and storytelling. It specifically examines the development and implementation of GenAI guidelines, the nuanced differences between industry-wide norms and individual and organizational practices, the practical challenges in aligning regulations with real-world applications, and the distinct concerns voiced by Taiwanese media regarding GenAI. The experiences and risk from Taiwanese media are also useful for media in other countries that only have had a chance to use AI before after this wave of generative AI before 2022.
Literature Review
While the use of AI in journalism is not a novel concept, the advent of GenAI has significantly accelerated its adoption throughout the news industry. GenAI tools offer enticing possibilities, including heightened efficiency, innovative storytelling formats, and the potential to revolutionize news production. However, these advancements also raise apprehensions about the authenticity, transparency, and ethical dimensions of news reporting in this AI era. The literature has identified recurring themes in GenAI guidelines, such as the importance of transparency, adherence to ethical standards, and the indispensable role of human oversight in ensuring the responsible use of AI. Nevertheless, researchers still need to conduct more investigations into the practical implementation of these guidelines and the specific hurdles that media organizations face within diverse cultural and technological landscapes.
Methodology
This study adopts a rigorous methodological approach, analyzing 41 GenAI guidelines sourced from sixteen countries and encompassing various media entities, such as commercial and non-profit organizations, public broadcasters, news agencies, and journalist associations. To enrich the analysis and provide real-world context, researchers conducted in-depth interviews with nine practitioners representing seven Taiwanese news organizations. These interviews illuminate discrepancies between established regulations and actual practices and reveal issues that defy easy regulation.
Findings
The meticulous analysis of GenAI guidelines reveals five overarching categories: ethical values, internal personnel, systems, audiences and users, and the external competitive environment. Each category is further dissected into sub-categories and specific codes, offering a holistic framework for understanding the multifaceted considerations involved in GenAI regulation.
A core finding presented herein is the significant divergence between guidelines issued by media associations and those developed by individual media outlets. Media associations representing the broader journalism community focus on macro-level issues such as audience relations, media management practices, and legal and regulatory frameworks. Their guidelines often reflect broader societal and political perspectives that aim to shape industry-wide norms and standards. In contrast, individual media outlets prioritize system design and user-level concerns in their guidelines, indicating a more immediate focus on the practicalities of integrating and managing GenAI tools within their specific operational contexts. This divergence underscores the importance of recognizing different stakeholders’ distinct roles and perspectives in developing GenAI guidelines.
Taiwanese media, characterized by limited prior exposure to AI technologies, are grappling with unique challenges in the face of GenAI’s rapid ascent. The study underscores the necessity for unambiguous guidelines on utilizing AI-generated content, particularly in sensitive domains like politics and social issues. The specter of misinformation and the potential for AI to be exploited to manipulate public opinion are particularly salient concerns in the Taiwanese context. The perceived risks associated with GenAI are not uniform across different media organizations. Factors like the size of an organization, its prior experience with AI, and cultural context all play a role in shaping perceptions of risk. For instance, smaller organizations with limited resources may perceive higher risks due to their lack of expertise and infrastructure to manage AI effectively. Similarly, organizations operating in environments with a history of misinformation or political manipulation may be more sensitive to the potential risks of GenAI. These unique challenges underscore the need for tailored solutions in diverse cultural and technological contexts.
Discussion
The study’s findings offer valuable insights into the intricate ways in which news media organizations are responding to GenAI’s emergence. This technology’s swift development and widespread adoption have engendered a climate of urgency and uncertainty, prompting many organizations to rely on imitation and adherence to industry norms when formulating their guidelines. However, this paper also exposes a notable gap between regulatory frameworks and actual practices, emphasizing the importance of staying updated and adapting to the evolving landscape of GenAI in journalism.
The unique challenges confronting Taiwanese media compellingly illustrate the importance of considering cultural and technological contexts when developing and implementing GenAI guidelines. The study’s findings serve as a foundation for future research into the ethical and practical ramifications of GenAI in journalism while providing actionable guidance for media organizations and policymakers navigating this dynamic and ever-changing landscape. This underscores the need for context-specific approaches in developing GenAI guidelines that consider the unique challenges and opportunities of diverse cultural and technological contexts.
This paper also emphasizes that the perceived risks associated with GenAI significantly shape its adoption and use within newsrooms. These risks encompass a wide range of concerns, from the potential for AI-generated misinformation and biases to the ethical implications of using AI in news production. Paradoxically, the perceived ease of use of GenAI tools, while initially seen as a positive factor, can heighten these perceived risks. The accessibility and user-friendliness of these tools may lead to overreliance and a lack of critical scrutiny, potentially amplifying the negative consequences of errors or biases in AI-generated content. The study reveals that perceived ease of use can sometimes overshadow potential risks, leading to unintended negative consequences.
Conclusion
In conclusion, this paper offers a comprehensive and nuanced analysis of GenAI guidelines within the news media industry, shedding light on the complex interplay among technological innovation, ethical considerations, and organizational practices. The findings underscore the imperative for continuous research and adaptation as GenAI continues to reshape the news production and consumption landscape, particularly addressing the unique challenges and concerns that media organizations face in diverse cultural and technological contexts. The insights gleaned from the experiences of Taiwanese media, which had limited prior exposure to AI, serve as valuable lessons for other media organizations worldwide as they navigate the complexities of integrating GenAI into their workflows.
The rapid proliferation of generative artificial intelligence (GenAI), notably marked by the widespread adoption of tools like ChatGPT since late 2022, has ushered in a transformative era for the news industry. This comprehensive research examines how news media organizations are adapting to this technological shift, highlighting the potential for GenAI to revolutionize news production and storytelling. It specifically examines the development and implementation of GenAI guidelines, the nuanced differences between industry-wide norms and individual and organizational practices, the practical challenges in aligning regulations with real-world applications, and the distinct concerns voiced by Taiwanese media regarding GenAI. The experiences and risk from Taiwanese media are also useful for media in other countries that only have had a chance to use AI before after this wave of generative AI before 2022.
Literature Review
While the use of AI in journalism is not a novel concept, the advent of GenAI has significantly accelerated its adoption throughout the news industry. GenAI tools offer enticing possibilities, including heightened efficiency, innovative storytelling formats, and the potential to revolutionize news production. However, these advancements also raise apprehensions about the authenticity, transparency, and ethical dimensions of news reporting in this AI era. The literature has identified recurring themes in GenAI guidelines, such as the importance of transparency, adherence to ethical standards, and the indispensable role of human oversight in ensuring the responsible use of AI. Nevertheless, researchers still need to conduct more investigations into the practical implementation of these guidelines and the specific hurdles that media organizations face within diverse cultural and technological landscapes.
Methodology
This study adopts a rigorous methodological approach, analyzing 41 GenAI guidelines sourced from sixteen countries and encompassing various media entities, such as commercial and non-profit organizations, public broadcasters, news agencies, and journalist associations. To enrich the analysis and provide real-world context, researchers conducted in-depth interviews with nine practitioners representing seven Taiwanese news organizations. These interviews illuminate discrepancies between established regulations and actual practices and reveal issues that defy easy regulation.
Findings
The meticulous analysis of GenAI guidelines reveals five overarching categories: ethical values, internal personnel, systems, audiences and users, and the external competitive environment. Each category is further dissected into sub-categories and specific codes, offering a holistic framework for understanding the multifaceted considerations involved in GenAI regulation.
A core finding presented herein is the significant divergence between guidelines issued by media associations and those developed by individual media outlets. Media associations representing the broader journalism community focus on macro-level issues such as audience relations, media management practices, and legal and regulatory frameworks. Their guidelines often reflect broader societal and political perspectives that aim to shape industry-wide norms and standards. In contrast, individual media outlets prioritize system design and user-level concerns in their guidelines, indicating a more immediate focus on the practicalities of integrating and managing GenAI tools within their specific operational contexts. This divergence underscores the importance of recognizing different stakeholders’ distinct roles and perspectives in developing GenAI guidelines.
Taiwanese media, characterized by limited prior exposure to AI technologies, are grappling with unique challenges in the face of GenAI’s rapid ascent. The study underscores the necessity for unambiguous guidelines on utilizing AI-generated content, particularly in sensitive domains like politics and social issues. The specter of misinformation and the potential for AI to be exploited to manipulate public opinion are particularly salient concerns in the Taiwanese context. The perceived risks associated with GenAI are not uniform across different media organizations. Factors like the size of an organization, its prior experience with AI, and cultural context all play a role in shaping perceptions of risk. For instance, smaller organizations with limited resources may perceive higher risks due to their lack of expertise and infrastructure to manage AI effectively. Similarly, organizations operating in environments with a history of misinformation or political manipulation may be more sensitive to the potential risks of GenAI. These unique challenges underscore the need for tailored solutions in diverse cultural and technological contexts.
Discussion
The study’s findings offer valuable insights into the intricate ways in which news media organizations are responding to GenAI’s emergence. This technology’s swift development and widespread adoption have engendered a climate of urgency and uncertainty, prompting many organizations to rely on imitation and adherence to industry norms when formulating their guidelines. However, this paper also exposes a notable gap between regulatory frameworks and actual practices, emphasizing the importance of staying updated and adapting to the evolving landscape of GenAI in journalism.
The unique challenges confronting Taiwanese media compellingly illustrate the importance of considering cultural and technological contexts when developing and implementing GenAI guidelines. The study’s findings serve as a foundation for future research into the ethical and practical ramifications of GenAI in journalism while providing actionable guidance for media organizations and policymakers navigating this dynamic and ever-changing landscape. This underscores the need for context-specific approaches in developing GenAI guidelines that consider the unique challenges and opportunities of diverse cultural and technological contexts.
This paper also emphasizes that the perceived risks associated with GenAI significantly shape its adoption and use within newsrooms. These risks encompass a wide range of concerns, from the potential for AI-generated misinformation and biases to the ethical implications of using AI in news production. Paradoxically, the perceived ease of use of GenAI tools, while initially seen as a positive factor, can heighten these perceived risks. The accessibility and user-friendliness of these tools may lead to overreliance and a lack of critical scrutiny, potentially amplifying the negative consequences of errors or biases in AI-generated content. The study reveals that perceived ease of use can sometimes overshadow potential risks, leading to unintended negative consequences.
Conclusion
In conclusion, this paper offers a comprehensive and nuanced analysis of GenAI guidelines within the news media industry, shedding light on the complex interplay among technological innovation, ethical considerations, and organizational practices. The findings underscore the imperative for continuous research and adaptation as GenAI continues to reshape the news production and consumption landscape, particularly addressing the unique challenges and concerns that media organizations face in diverse cultural and technological contexts. The insights gleaned from the experiences of Taiwanese media, which had limited prior exposure to AI, serve as valuable lessons for other media organizations worldwide as they navigate the complexities of integrating GenAI into their workflows.
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2024/ 夏
No.160
