COM Research Seminar:Machine Behavior Paradigm: A New Pathway for Communication Research Driven by Large Models
01 Apr 2026 (Wed)
On 20 March 2026, Professor Hongzhong Zhang from Beijing Normal University delivered a seminar entitled “Machine Behavior Paradigm: A New Pathway for Communication Research Driven by Large Models” (機器行為範式：大模型驅動下的傳播學研究新路徑) in the Department of Media and Communication at City University of Hong Kong.
In the seminar, Professor Zhang highlighted that the rapid development of large models is transforming the global information ecosystem, with communication actors shifting from “human” to “human + machine.” Machines are becoming a new research object in communication studies. He pointed out the challenges faced by existing communication theories and methodologies, which are unable to explain the characteristics and regularities of global information driven by large models, thus necessitating a new paradigm in communication research. He elaborated on the machine behavior paradigm, comprising individual machine behavior, collective machine behavior, and human-machine hybrid behavior, as a new pathway in communication studies.
Faculty members and doctoral students from the Department of Media and Communication attended the seminar. They actively participated in the lecture and engaged in in-depth and intellectually stimulating discussions. Professor Zhang shared his future outlook with the audience and emphasized the unique value of human beings: AI is merely a tool, and the ultimate goals and intentions are still initiated by humans. He also stressed the importance of interdisciplinary collaboration.
Professor Hongzhong Zhang is a Professor at the School of Journalism and Communication, Beijing Normal University, and Director of the New Media Communication Research Center at Beijing Normal University. His research directions include the measurement of communication effects, intelligent communication, and media credibility, among others. He particularly focuses on the influence of artificial intelligence technologies applied in cyberspace on social relationship networks, public opinion, group behavior, and related phenomena.
