01 02 03 04 05

Perception Catalyst Complex Distinguishing Human as

and Narrative System Reel from Real Center
Building
Content analysis of articles on AI
published in two magazines: Scientific
American and New Scientist
Readership: scientists, engineers, and
technologists
Period of Study: 1950-1975
Magazines used to
investigate visions,
fears, desires, and
fantasies triggered by
AI research
Media as relevant
source to unveil the
dynamics of myth-
making
aims to contribute to a aims to provide a points to the necessity
better understanding relevant case study for to re-evaluate claims
the analysis of the
of the key features of about the history of AI
rhetorical and
the rise of AI and its discursive strategies
cultural impact accompanying the
emergence of
technological myths
According to Vincent Mosco

myths are stories that animate

individuals and societies by providing
paths to transcendence that lift people
out of the banality of everyday life’
‘Digital sublime’
technological myths are not necessarily
untruthful and deceitful
myths ‘are not true or false, but living or
dead’
 Technological myths produce
narratives which have a capacity to
circulate and are used in multiple
contexts to represent the functioning,
impact and promise of technology.
What is it, really?

the ensemble of beliefs about digital

computer as thinking machines
originated and developed through a
dialogic relationship that involved
supporters as well as critics of this vision
basic tenets of the AI myth can be found
in the interventions of key researchers of
the field, published in magazines
 01 02 03
Discursive Projecting the Role of
shifts and future controversies
analogies
The recurrence of discursive shifts by which concepts and categories
from other fields and disciplines are adapted to describing the
functioning of computing technologies.

01
DISCURSIVE
SHIFTS AND
ANALOGIES
Other common attempts to anthropomorphize computers
and robots were based on references to children

01
DISCURSIVE
SHIFTS AND
ANALOGIES
In 1971, an article in the New Scientist was titled

Japanese Robot Has Real Feeling

was proven to be an ambiguous and sensationalized article

not so much human

emotions, but rather the
capacity of a robot to
simulate tactile
perception by gaining
information about an 01
object through contact

DISCURSIVE
SHIFTS AND
ANALOGIES
 The analogies blurred the
boundary between the human
mind and machines, contributing to
01
the emergence of particular
expectations and imaginaries DISCURSIVE
regarding the future of AI. SHIFTS AND
ANALOGIES
 01 02 03
Discursive Projecting the Role of
shifts and future controversies
analogies
Predictions and visions of the future are one of the main ways in which
mythical ideas about technologies substantiate into particular cultural
and social imaginaries.

02
PROJECTING
THE FUTURE
FUTURE

02
PROJECTING
THE FUTURE
 02
PROJECTING
THE FUTURE
 AI research were moved from the
examination of the present state
02
towards the imagination of future
horizons and developments. PROJECTING
THE FUTURE
 01 02 03
Discursive Projecting the Role of
shifts and future controversies
analogies
 1950s 1960s 1970s

prevailing continuous optimism, but AI Winter

optimism with sceptics and critics
regarding AI actively challenging AI

03
ROLE OF
CONTROVERSIES
 Researchers were particularly sceptical
AI about the possibility that a computer
might equal the functioning of a
human mind

Concerns about the possible

consequences of automation in fields,
such as mass unemployment

03
ROLE OF
CONTROVERSIES
 03
ROLE OF
CONTROVERSIES
controversies have been a
structural component in the
AI field
controversies contribute to its
liveliness
sensationalistic
representations of AI

03
ROLE OF
CONTROVERSIES
AI has survived many winters, finding new
surprising avenues and manifestations
The symbolic and imaginative importance
of the computer as a machine that
replicates the human mind in our present
day is still one of the dominant aspects
within the narrative of ‘new media’
Any information we disseminate contribute
to a larger narrative
It is crucial that we are extra careful of the
ideas and concepts that we put forward
Always consider the cultural and social
implications, even indirect implications, of
what we produce in the media
 “To offer an example, when citizens search for
information on COVID-19 vaccines motivated by doubts
on its effectiveness, their search behavior and prior
exposure patterns can cultivate a restricted media
environment where a disproportionate amount of
conspiracies, deceptive content, and clickbait
reinforcing their doubt is offered” (Hameleers, 2022).
kasalanan mo ‘to!

ALGORITHM
increase the volume of (sound)
faith on a specific topic
nagiging delulu ka
“A simple ban on disinformation is thus
neither feasible, nor desirable. In my view,
a more viable and sustainable solution is to
reveal the mechanisms behind algorithms,
offering people insights into the workings
of the “black box” and educating them on
their implications” (Hameleers, 2022).
“In addition, user control should be built
into the dynamics of recommendation systems—
allowing news users the choice if, and if
so, to what extent, they would like their
exposure options to be tailored by
recommender systems” (Hameleers, 2022).
Where should we stand as
part of this emerging
technology of Artificial
Intelligence in terms of
being a prosumer?
Algorithmic media curation reflects
a complex socio-technical system
that includes human and non-human
actors with different motivations,
pressures, values, and normative
expectations.
Discussion Points
Actors of Algorithmic Media
Understanding Algorithm
Complex Sytem: Power vs Values
ALGORITHM
the most prominent actor
biases emerge from the algorithms as
they make their human-defined
editorial choices
USERS
algorithms reinforce or counter-act
individual-level bias in media selection
algorithms select on large yet limited
media inventories as they try to supply
users with relevant media
Content creators, however, are
increasingly aware not only of the
needs of the user but the demands of
the algorithm as well (Petre, 2021)
TWO-WAY SHAPING OF ALGORITHM: by the
values imbued in it by designers,
but also by the needs of the user
and the opportunities of the source
media
the user shapes and responds to the algorithm
in search for the available content;
the available content is shaped by the needs of
the user as refracted through the pressures of
the algorithm as understood by the creators.
each actor’s ability to shape the algorithmic curation
Varies according to the type of platform
Presence of Individual Platforms

while actor has power, one must recognize the

complexity of the system in accounting who must be
responsible
including how platforms are designed in taking
from or giving power to the user.
congruency of the values of the interacting actors and
their conflicts
platforms with news content - journalistic value vs
engagements
United States - local cultures and values vs
judgment of harming content
PH-based content - Filipino-ness vs Western Style
e.g. mukbang videos, war reporting
collusion
What happens if two of the three actors are
beholden to the same interests, particularly
commercial ones?
colonialism
global platforms export their values with little
room for local dissent
Algorithmic media curation reflects
a complex socio-technical system
that includes human and non-human
actors with different motivations,
pressures, values, and normative
expectations.
What should be done?
expand interpretation
examine social and technical
intersections of the actors
 “Responsible AI”
Regulation is just one of many
examples of initiatives to make AI
more human-centric, ethical, and
responsible.
AI is typically understood from a
technological venture point as a
form of software, automated
processing, or technical system
It is not enough to make technology
more responsible or to design fairer,
more diverse, or transparent systems.
We need to account for responsibility
at the level of society—of the
institutions and powers that wield the
technology.
Opening New Avenues
research into responsibility and
the way that AI is implicated in
the practice and scholarship of
journalism
Four A’s socio-technical framework
a key technological ACTANT
intersecting with social ACTORS
diverse AUDIENCES shaped by the
actors
actors, actants, and audiences are
interconnected through the ACTIVITIES
of media work
ORGANIZATIONAL STRUCTURES
focus on systemic solutions
taking into account the
organizational structures
ACCOUNTABLE & RESPONSIBLE PLATFORMS
pressure from governments around the
world to make their content moderation
and recommender systems more
responsible
must also take responsibility for:
those that develop the systems
those that use the systems
those that contribute to fixing the
systems
those that are affected by their
algorithms
 ACTIVE PARTICIPATION
as recipients of and active participants
can and should participate in the
responsible uptake of AI
greater literacy in AI technologies and RESEARCH ON GROUND
techniques
study AI in concrete organizational
REGULATION settings for purposes of understanding
how AI affects the distribution of
responsible use, implementation,
responsibilities in the broader network of
oversight, control, and contestation of AI
actors
systems
issue on censorship and control from
institutions and public-private systems
AI technologies suffer from
current hype and they are
being fiercely criticized
for being culturally
biased, unfair, unethical,
or downright evil
However, we explore the
misconceptions, biases, and
the call to action
 AI refers to a self-driving cars,
health monitoring
broad array of
systems, recruitment
technologies tools, and, of course,
military equipment
 ALGORITHMIC BIAS
the term “algorithm” has almost become
synonymous with something we cannot
control, as if algorithms have lives of their
own PRODUCING BIAS RESULTS
unique set of instructions
AI systems engaged in job selection
Instructions can carry bias if the
two important variables need to be
human who formulates them
considered: the input data and how the
intentionally or unintentionally ingrains
training of a machine learning type AI
bias into the computer program
system works.
it is not the algorithm that is biased, but
the human creator.
 CLARIFYING THE SYSTEM
existing data is used to train the system,
which then finds the “method” to
produce expected outputs
in traditional: method is known before FEAR OF THE UNKNOWN
converting input to output
PREJUDICE: it is unknown how an AI system
in AI: existing data is used to create a
operates internally, especially given that
method which produces outputs
the learning process of such a system
Bias can occur if the training data
creates non-transparent dependencies
contains an inherent bias
between input data and outputs
humans involved (consciously or
unconsciously) transfer their own
biases to the system.
 BENEFITS
support humans in cumbersome tasks
such as analyzing and organizing large
datasets
We should not forget our moral
In customer interaction, they play a major
role by recommending engaging content
responsibilities—and that includes
and allowing for targeted information avoiding bias in reporting on AI
distribution technologies.

Judgment used by AI systems relies on

trained reasoning, but humans can also
use imagination, reflection, valuation, and
empathy.
Where should we stand as
part of this emerging
technology of Artificial
Intelligence in terms of
being a prosumer?
Virtual Reality: you can change Augmented Reality: virtual
your body, have experience in features added to real
the virtual world environment through a device
 Physical superrealism - achieved
through advancement of computer
graphics
Psychological superrealism -
increasing sensation

The Device Gap

demarcation of real and virtual
People just can’t all of a sudden forget they’re
wearing ang HMD(XR) or devices have to be as
pervasive as smartphones to believe in a virtual
scenario
 “PLACE ILLUSION”

Device gap may not Change through Distancing and

uncertainty of past and
operate for certain experience - dehumanizing effect
current events
populations (e.g. physical, emotional, false attribution to certain
very young children) cognitive after groups of people
effects dangerous
presuppositions leading
to physical harm
Difficult real world
transition
 Fake news
Personalized ads Shared to third parties Deliberate mistaken
identity
Right to privacy Monitoring Identity Theft
Body Swapping
experience in Unexpected Lack of common social isolation
virtual reality horror environment prefer virtual
seem real porn + exposure lack of ground interactions
Ads to violence truth Body neglect
extreme violence
and assault
 Providers should be aware of implications that may
arise with how their product is constructed (with legal
authorities)

Consider what kinds of actions are made possible within

XR, how these actions are represented, what actions are
encouraged/dissuaded

uncover factors that influence probability of people

being able to distinguish real and virtual

Emphasizing both positive and potential negative

effects

Companies must publicly disclose the type of personal

info they are obtaining and sharing
Can people already today be confused
between reality and virtual reality? and...

Even if people can distinguish between

reality and virtual, do you think they care?
What are the implications of this?
 “WHEN WE CONSTRUCT
EXPERIENCES FOR OTHERS,
WE NEED TO THINK ABOUT
WHETHER WE WOULD WANT TO
HAVE THIS EXPERIENCE”
TEMPLATES-->
Introduction 01
Project Objectives 02
Project Scope 03
Methodology 04
Technical Architecture 05
Results and Achievements 06
Conclusion 07
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Artificial Intelligence
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 Automation

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Algorithm

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