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Artificial Intelligence Influencers in the Context of Uncanny Valley Theory

Yıl 2024, Cilt: 17 Sayı: 1, 1 - 38, 15.04.2024
https://doi.org/10.18094/josc.1390778

Öz

Brands that want to realise their marketing goals are collaborating with AI influencers designed with artificial intelligence and Computer Generated Imagery (CGI) technologies. Like other robots that serve in different fields and have high human resemblance, AIs can be perceived as repulsive, scary or dangerous by users. In this study, the posts and comments on the Instagram profile of Alara X, who defines herself as Turkey's first digital human, were analysed by content analysis method within the scope of the Uncanny Valley theory developed by Mori (1970). As a result of the research, it was concluded that Alara X is seen as a digital character admired by her followers and a social actor who collaborates with various brands. In this direction, it was concluded that Alara X, as one of the inanimate objects with high anthropomorphism level, exceeded the limits of the Uncanny Valley theory and was accepted by individuals.

Kaynakça

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Tekinsiz Vadi Teorisi Bağlamında Yapay Zeka Etkileyicileri

Yıl 2024, Cilt: 17 Sayı: 1, 1 - 38, 15.04.2024
https://doi.org/10.18094/josc.1390778

Öz

Pazarlama amaçlarını gerçekleştirmek isteyen markaların, günümüzde yapay zeka ve bilgisayar destekli görüntü oluşturma (Computer Generated Imagery – CGI) teknolojileri aracılığı tasarlanan yapay zeka etkileyicileri (YPE) ile iş birliği içerisine girdikleri görülmektedir. Farklı alanlarda hizmet veren, insana benzerlikleri yüksek olan diğer robotlar gibi sosyal medya platformlarında gerçek bir insanmış gibi davranan YPE’ler de kullanıcılar tarafından itici, korkunç veya tehlikeli olarak algılanabilmektedir. Bu doğrultuda çalışma kapsamında; kendisini Türkiye’nin ilk dijital insanı olarak tanımlayan Alara X kullanıcı isimli YPE’nin, Instagram profilindeki gönderileri ve takipçilerinin gönderilerine yaptıkları yorumlar Mori (1970) tarafından geliştirilen Tekinsiz Vadi teorisi kapsamında içerik analizi yöntemi ile incelenmiştir. Araştırma sonucunda Alara X’in takipçileri tarafından sevilen, arkadaşlık kurulmak istenen dijital bir karakter olarak görüldüğü sonucuna ulaşılmasının yanı sıra çeşitli markalar ile iş birlikleri yapan bir sosyal aktör olduğu saptanmıştır. Bu doğrultuda çalışmada antropomorfizm seviyeleri yüksek olan cansız nesnelerden biri olarak Alara X’in Tekinsiz Vadi teorisinin sınırlarını aşarak bireyler tarafından kabul gördüğü sonucuna ulaşılmıştır.

Kaynakça

  • Ahn, R. J., Cho, S. Y., & Tsai, W. S. (2022). Demystifying computer-generated imagery (CGI) influencers: The effect of perceived anthropomorphism and social presence on brand outcomes. Journal of Interactive Advertising, 22(3), 207-348. https://doi.org/10.1080/15252019.2022.2111242.
  • Araujo, T. (2018). Living up to the chatbot hype: the influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions. Computers in Human Behavior(85), 183-189. https://doi.org/10.1016/j.chb.2018.03.051.
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  • Rosenthal-von Der Pütten, A. M., Krämer, N. C., Maderwald, S., Brand, M., & Grabenhorst, F. (2019). Neural mechanisms for accepting and rejecting artificial social partners in the uncanny valley. Journal of Neuroscience, 39(33), 6555-6570. https://doi.org/10.1523/JNEUROSCI.2956-18.2019.
  • Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6), 777-788. https://doi.org/10.1016/j. bushor.2022.08.002.
  • Sansoni, S., Wodelhouse, A., McFadyen, A., & Buis, A. (2015). The aesthetic appeal of prosthetic limbs and the uncanny valley: The role of personal characteristics in attraction. International Journal of Design, 9(1), 67-81. http://www.ijdesign.org/index.php/IJDesign/article/view/1450.
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  • Yağar, F., & Dökme, S. (2018). Niteliksel araştırmaların planlanması: Araştırma soruları, örneklem seçimi, geçerlik ve güvenilirlik. Gazi Sağlık Bilimleri Dergisi, 3(3), 1-9. https://dergipark.org.tr/en/download/article-file/563245.
  • Yu, C.-E. (2020). Humanlike robots as employees in the hotel industry: thematic content analysis of online reviews. Journal of Hospitality Marketing & Management, 29(1), 22-38. https://doi.org/10.1080/19368623.2019.1592733.
  • Yu, J., Dickinger, A., So, K. K., & Egger, R. (2024). Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement. Journal of Retailing and Consumer Services(76), 1-10. https://doi.org/10.1016/j.jretconser.2023.103560.
  • Zarei, K., Ibosiola, D., Farahbakhsh, R., Gilani, Z., Garimella, K., Crespi, N., & Tyson, G. (2020). Characterising and detecting sponsored influencer posts on Instagram. IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM), (s. 327-331. https://ieeexplore.ieee.org/abstract/document/9381309/).
  • Zhang, S., & Lin, X. R. (2022). Services robots' anthropomorphism: dimensions, factors and internal relationships. Journal of Electronic Markets(32), 277-295. https://doi.org/10.1007/s12525-022-00527-1.
Toplam 90 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları (Diğer), Halkla İlişkiler
Bölüm Araştırma Makaleleri
Yazarlar

Ece Doğan Erdinç 0000-0002-6759-9383

Ayda Uzunçarşılı Soydaş 0000-0001-9132-3494

Yayımlanma Tarihi 15 Nisan 2024
Gönderilme Tarihi 14 Kasım 2023
Kabul Tarihi 27 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 1

Kaynak Göster

APA Doğan Erdinç, E., & Uzunçarşılı Soydaş, A. (2024). Tekinsiz Vadi Teorisi Bağlamında Yapay Zeka Etkileyicileri. Selçuk İletişim, 17(1), 1-38. https://doi.org/10.18094/josc.1390778