부산대학교 도서관

The rapid development of intelligent technology has transformed the communication content from a single information to a diversified 'media product', and the communication object has changed from the audience subject in the mass communication era to the user subject, which integrates producers, communicators and receivers in the intelligent media field. The behavior and identity shifts of the communication subject will not only lead to the transfer of dominant power, but also the virtuality and embodiment of intelligent communication will shift the communication subject from active 'presence' to 'virtual'. Facing the challenge of subject status brought about by the coexistence of man and machine, the communication subject should not only understand the algorithmic thinking and cognitive mode of intelligent machine, give full play to its own creativity and collective wisdom; but also balance the relationship between man and machine and develop the needs of human subjectivity.