추천 알고리즘에 대한 개념적 은유와 사회적 함의

Abstract

This study examines conceptual metaphors used to describe AI algorithms in the context of YouTube content creation and commentary. Through an analysis of user-generated text, the research reveals a range of metaphorical framings, from natural forces like waves and objects, to personified entities with god-like powers over human success and failure. These metaphors suggest a sense of mystery and unease surrounding the inner workings and influence of algorithms. Moreover, the tendency to cast algorithms as all-powerful, manipulative forces mirrors historical patterns in how transformative technologies are initially perceived. This points to deeper issues around the binary understanding of the relationship between humans, nature, and technology. The findings underscore the need for greater digital literacy and a more nuanced, empirically- grounded perspective that situates algorithms as integral components of sociotechnical systems, rather than separate, godlike entities. The study provides valuable insights into the public discourse around a technology that will continue to shape our collective future.