基于保护动机理论的伦理风险型技术科普传播效果心理审视

Psychological Review of the Effectiveness of Ethical Risk-Based Technological Science Communication Based on Protection Motivation Theory

摘要: 人工智能等涉及伦理风险的新兴技术正在推动社会生态发生改变，引发社会学、心理学和新闻传播学等多学科对环境、个人和行为三者的广泛讨论。与此同时，这类技术的科学传播过程正在从传统模式向大众深度参与转变，公众与技术的互动关系也将随之发生变化。文章借助人本主义心理学家代表罗杰斯基于健康信念模式提出的保护动机理论，结合伦理风险型技术的特性，从社会心理学角度深入理解伦理风险型技术科普传播过程中的公众心理逻辑，并讨论其科普效果公众接受的心理阻滞因素，在此基础上探讨文章提出的伦理–技术生态观作为提升伦理风险型技术科普传播效果的可行性，为优化新兴技术的科普实践提供有益的启示。

Abstract: Emerging technologies involving ethical risks, such as artificial intelligence, are driving changes in the social ecology, triggering extensive multidisciplinary discussions on the environment, individu-als and behaviours in sociology, psychology and journalism and communication. At the same time, the process of scientific communication of such technologies is shifting from traditional models to deeper public participation, and the interaction between the public and the technologies will change as well. With the help of the theory of protective motivation proposed by Rogers, a repre-sentative of humanistic psychologists, based on the health belief model, and in combination with the characteristics of ethical-risk technologies, the article provides an in-depth understanding of the public’s psychological logic in the process of ethical-risk technologies’ science communication from the perspective of social psychology, and discusses the factors of psychological blockage in the public’s acceptance of their science communication effects, based on which it explores the ethi-cal-technological ecological view presented in the article. On this basis, we discuss the feasibility of the ethical-technological ecological view proposed in the article as a means to enhance the effec-tiveness of popular science communication of ethical risk-based technologies.