Artificial Intelligence and Human-Machine Communication: A Challenge for Mediatization Studies

The development of artificial intelligence technologies, including communicative AI, has become a serious challenge for mediatization studies. The article explores the limits of applicability of the mediatization research program and Andreas Hepp’s figurational approach to automated (human-machine) communication. The author poses and consistently develops three questions: how do mediatization studies consider AI as a subject of theoretical and empirical analysis; what are the potential and limitations of the figurational approach to humanmachine communication; what are the possible directions for reassembling this approach (and the mediatization program as a whole) in the era of communicative AI. Critical understanding of mediatization theory, and in particular, Andreas Hepp’s figurational approach, focuses on five key concepts: figurations, hybrid agency, media logics, quasi-communication and communicative AI. Assessing the heuristic potential of figurational optics in AI research, the author formulates a number of directions for its revision and further development. Given the cross-cutting and multifunctional nature of AI technologies that permeate multiple social worlds and practices, the analysis should not be limited to individual figurations; polyand interfigurative contexts are also important. In addition, it is necessary to study how figurations (social knowledge, values, and behavioral norms of different communities and institutions) are incorporated into artificial agents acting as a (multi)figurative Other. Finally, there are reasons to rethink the concepts of “hybrid figurations” and “hybrid agency” in the context of the growing influence of AI and “artificial humans”.