Dialogue with Artificial Intelligence: An Analysis of the Application of Neural Networks in Mediaсulture

The subject of the research is the archetypal functioning of artificial intelligence in modern media culture. Artificial intelligence, penetrating into all spheres of society, is turning from a functional tool into a medium that not only translates certain meanings, but also marks a new page in the era of media communication. The author sets a goal to consider the main features of the viewer's interaction with artificial intelligence, to analyze the works created by the neural network, and films that interpret artificial intelligence as such, which implies the object of research. The author examines in detail such an aspect of the topic as the formation of artificial intelligence as part of the culture of the modern information society, which determines the relevance of the topic. Special attention is paid to the use of neural networks in news programs, which raises issues of reliable representation of the surrounding reality. The work's methodology is based on a number of psychoanalytic concepts (C. G. Jung, S. Freud), particularly the archetypal theory, as well as research on media communication. The interpretive method was used in the analysis of audiovisual works. A special contribution of the author to the research of the topic is the analysis of the methods of functioning of artificial intelligence as a manifestation of the archetype of the Spirit and the viewer's desire to comprehend the Absolute. In his work, the author relies on the latest empirical base: modern films ("ON and She", directed by E. Korchagin, "Two Hills", directed by D. Gribanov, and others), and a news program created entirely by a neural network ("AAA News"). As a result, the author comes to the conclusion that the viewer perceives contact with artificial intelligence as contact with a mysterious and frightening ether, as a kind of higher knowledge in which the archetype of the Spirit is realized according to the term of C. G. Jung. The use of artificial intelligence as a tool for creating news programs opens up new genre possibilities, but at the same time exposes a number of legal, moral and ethical issues that require detailed study.