The Rashomon Effect in the Algorithmic Age: AI-Driven Perceptions of Truth in Social Media
คำสำคัญ:
Rashomon Effect, Artificial Intelligence (AI), Social Media, Perception of Truthบทคัดย่อ
This study analyzes the “Rashomon Effect” in the digital age, focusing on the impact of artificial intelligence (AI) mechanisms in social media platforms on users’ perceptions of “truth.” The main objective is to understand the structure of algorithmic systems, the patterns of user perception under algorithmically curated content, and the resulting socio-cultural impacts. This research employs qualitative content analysis, conducted during January–April 2025, using purposive sampling of content from Facebook, YouTube, and Twitter (X) relating to two notable events: the 2024 controversy involving South Korean actor Kim Soo-hyun, and the political and social movements led by Thailand’s “Free Youth” protest group. The content types included public posts, video clips, comments, and shared articles. Units of analysis were individual posts and their engagement patterns. The findings reveal that AI plays a significant role in filtering and ranking information based on users’ behavior and interests. This process reinforces selective exposure, fosters the creation of echo chambers and filter bubbles, and leads users to adopt personalized versions of truth without questioning the underlying algorithmic logic. Consequently, the Rashomon Effect is amplified at a structural level, resulting in a diminished diversity of perspectives, difficulty in achieving social consensus, and increased vulnerability to misinformation. The study emphasizes the urgent need to promote both media literacy and AI literacy, enabling users to critically engage with content in an era where truth is algorithmically constructed.
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