EVALUATING DIGITAL ORGANIZATIONAL INFLUENCE USING A ROBOT
COMPARATIVE EXPERIMENT BASED ON NATURAL LANGUAGE AND GENERATIVE ARTIFICIAL INTELLIGENCE GENERATION MODELS
DOI:
https://doi.org/10.14244/2179-1465.RG.2023v14i3p105-123Keywords:
Digital influence, artificial intelligence, chatGPTAbstract
The article explores academic and practical research on digital influence. It describes a proof of concept of a digital influence assessment model, based on the use of the ChatGPT, generative artificial intelligence platform. Using prompt design techniques, an index was built with metrics related to the proposed objective, automating part of the analysis. A comparative study between the metrics suggested by the robot and theoretical constructs recognized in the area, indicated the possibility of integration between traditional methodology and the presented approach. The experiment identified gains in productivity and ability to deal with volume of data, emphasizing that human review remains fundamental.
Downloads
References
DOS SANTOS, Márcio Carneiro. A datificação de um campo de conhecimento: como algoritmos, números e abordagens quantitativas estão mudando a comunicação. Organicom, v. 16, n. 31, p. 145-157, 2019.
DOS SANTOS, Márcio Carneiro. Inteligência híbrida e análise de sentimentos: integrando curadoria humana e coleta de dados automatizada para avaliar a comunicação de governo.Conexão-Comunicação e Cultura, v. 17, n. 33, 2018.
DOS SANTOS, Márcio Carneiro. Internet das Coisas e sistemas inteligentes no jornalismo: o conceito de presença diluído entre as narrativas da complexidade urbana. Comunicação & Inovação, v. 17, n. 34, p. 21-39, 2016.
DOS SANTOS, Márcio Carneiro. What I learned interviewing a robot. Notes on the experimental application of the EIAF methodology using the ChatGPT artificial intelligence tool. Hipertext.net, (26), 23-29, 2023. https://doi.org/10.31009/hipertext.net.2023.i26.
GUZMAN, Andrea L; SETH C. Lewis. 2019. Artificial Intelligence and Communication: A Human–Machine Communication Research Agenda. New Media & Society. Doi:10.1177/1461444819858691.
GUZMAN, Andrea L; SETH C. Lewis. What is human-machine communication, anyway. Human-machine communication: Rethinking communication, technology, and ourselves, p. 1-28, 2018.
JONES, Steven. Against technology: From the Luddites to neo-Luddism. Routledge, 2013.
KARHAWI, Issaaf. De blogueira a influenciadora: etapas de profissionalização da blogosfera de moda brasileira. Porto Alegre: Sulina, 2020.
KARHAWI, Issaaf. Influenciadores digitais: conceitos e práticas em discussão. Revista Comunicare. Edição especial de 70 anos da Faculdade Cásper Líbero. Vol. 17. p. 46-61.
LATZER, Michael et al. The economics of algorithmic selection on the Internet. In: Handbook on the Economics of the Internet. Edward Elgar Publishing, p. 395-425, 2016.
LEMOS, André. Epistemologia da comunicação, neomaterialismo e cultura digital. Galáxia (São Paulo), p. 54-66, 2020.
LIMA JR, Walter Teixeira; VERGILI, Rafael. Digital Inclusion and Computational Thinking: New Challenges and Opportunities for Media Professionals. Information and Technology Literacy: Concepts, Methodologies, Tools, and Applications, p. 759-773, 2018.
MANOVICH, Lev. El software toma el mando. Editorial UOC, 2014.
MAYER-SCHÖNBERGER, Viktor; CUKIER, Kenneth. Big data: A revolution that will transform how we live, work, and think. Houghton Mifflin Harcourt, 2013.
MOLLMAN, Steve. ChatGPT has gained 1 million followers in a single week. Here’s why the A.I. chatbot is primed to disrupt search as we know it. Yahoo Finance, 2022. Disponível em: https://finance.yahoo.com/news/chatgpt-gained-1-million-followers-224523258.html . . Acesso em: 09 dez. 2022.
MUSIANI, Francesca. Governance by algorithms. Internet Policy Review, v. 2, n. 3, p. 1-8, 2013.
NAPOLI, Philip. The algorithm as institution: Toward a theoretical framework for automated media production and consumption. Fordham University Schools of Business Research Paper, 2013.
PEREIRA, Everaldo. Entenda o que é design de prompts. 03/2023. Site Instituto Mauá de Tecnologia. Disponível em: https://maua.br/noticias/press-releases/entenda-o-que-e-design-de-prompts. Acesso em 23/08/2023.
RECUERO, Raquel. Redes sociais na internet. Porto Alegre: Sulina, 2009.
REITER, Ehud; SRIPADA, Somayajulu; ROBERTSON, Roma. Acquiring correct knowledge for natural language generation. Journal of Artificial Intelligence Research, v. 18, p. 491-516, 2003.
SILVA, Tarcízio. Racismo Algorítmico em Plataformas Digitais: microagressões e discriminação em código. In: SIMPÓSIO INTERNACIONAL LAVITS, 6., 2019. Anais Eletrônicos [...]. Disponível em: https://lavits.org/wp-content/uploads/2019/12/Silva-2019-LAVITSS.pdf . Acesso em: 06 fev. 2023.
SQUIRRA, Sebastião Carlos. A informação essencial à vida, às máquinas e à comunicação. Lumina, v. 10, n. 2, 2016a.
SQUIRRA, Sebastião Carlos. A tecnologia e a evolução podem levar a comunicação para a esfera das mentes. Revista Famecos, v. 23, n. 1, 2016.
TERRA, Carolina F. Marcas influenciadoras digitais: como transformar organizações em produtoras de conteúdo. São Caetano do Sul/SP: Difusão Editora, 2021.
VEEL, Kristin. (2018). Make data sing: The automation of storytelling. Big Data & Society, 5(1), 205395171875668. DOI doi:10.1177/2053951718756686.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Carolina Terra, Márcio Carneiro dos Santos, Gisela Sousa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
a. Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution License that allows sharing of the work with acknowledgment of authorship and initial publication in this journal.
b. Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, to publish in an institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
