A study on user subjectivity for generative AI-based video media

This study aims to examine how generative AI video media technology, which has received a lot of attention in recent years, is affecting the audience. The development of media, especially the rapid rise of AI media ecosystems, is not only changing the actors in the production, distribution, and distribution of media content, but also fundamentally changing the way audiences perceive media. In particular, algorithm-based AI systems for automatic recommendation and selection are having a significant impact on changing the disposition of audiences, and within this personalized media ecosystem, audiences are shifting away from dependence on media and toward selfselection. Through this change, this study used the Q methodology to examine how the somewhat passive ‘receivers’ of Jonjack-generated AI-based media are actively changing, understanding, comprehending, and interpreting media as they encounter AI-based media. The P-sample of the study was selected from a total of 32 participants, and 31 Q-samples (statements) were extracted from the literature review and interviews, and Q-categorized. As a result of the analysis, three types were identified. First, the “algorithmic autonomous acceptance of technological advancement” can be seen as a subjective type in which most participants perceive AI-based media recommendation systems positively and feel that they are in control of their own content choices. They see algorithms not as “tools,” but as capable assistants that reflect their tastes and extend their sense of self. The second, the “techno-critical resister,” has a strong sense of threat that algorithmic systems intervene and manipulate their emotions, choices, and identity. As a result, they are sensitive to issues such as emotional regulation, limited choice, and distorted self-identity, and view media technologies from a critical distance. Finally, the posthuman self-reflective type recognizes that humans are intimately intertwined with technology and that their emotions, identity, and self-perception are constructed through their interactions. They don’t simply accept or reject technology, but embrace it as part of their identity. In sum, the findings of this study may shed new light on how to formulate policies for the future recipients of generative AI-based ecosystems and the direction and guidance of AI media education.