REKLAMCILIKTA VE PAZARLAMADA YENİ AKTÖR: SOSYAL ROBOTLAR

İnsanın doğa ve diğer her şey üzerindeki merkezi konumundan kaynaklı egoist düşüncesi, dünyaya hiç bu kadar zarar vermemişti. Antroposen olarak adlandırılan bu çağ, insanın tüketimle var oluşunu ifade etmesi ve bunun için her yolu mübah görmesi olarak nitelendirilir. Hümanist anlayışa dayalı bu sorunlu benmerkezcilik; insanın, diğer canlıların ve insan dışının (nesne) bir arada performatif ilişkisine dayalı posthümanizm düşünce zemininde tartışılmaya başlanmıştır. Bu anlayışın somut yansımalarından biri; yapay zeka teknolojisindeki gelişmelere dayalı, sosyal robotların insanla kurduğu etkileşimin, sıvılaşmış bir teknolojik deneyime yol açmasıdır: Robotları çelikten ibaret, toplumsal güç ilişkilerinde egemen bir fail olarak görmek yerine, kapasitelerine göre ağa dahil olan insan, insan olmayan arasındaki heterojen ve akışkan ilişkideki, eyleyen konumu üzerinden düşünebiliriz. Benzer şekilde, Bruno Latour’un Aktör-Ağ Teorisi; teknolojiyi bir töz olarak değil, süreç olarak yorumlar. Sosyal robotların; taklit, jest-doğal dil iletişimi gibi özellikleri sayesinde duygu ve etkileşim temelli asistan, refakatçi veya evcil hayvan olarak gündelik hayatta daha fazla görünür olması, insanın sonunu hazırlayacak distopik bir kurguya alternatif olarak gösterilebilir. Çalışmada, insan-makine arasındaki etkileşimi, teknolojik/sosyal belirlenimci bir perspektiften ziyade, bir ağa dahil olan eyleyenler üzerinden düşünmenin imkanına değindim. Ayrıca, Aktör-Ağ yaklaşımından hareketle, pazarlamada ve reklam sektöründe sosyal robot kullanımının tüketici deneyimlerini nasıl etkilediğine yönelik bazı araştırma sonuçlarını değerlendirdim.

Anahtar Kelimeler:

Eleştirel posthümanizm, Aktör-ağ teorisi, Yapay zekâ, Sosyal robotlar, Reklamcılık

NEW ACTOR IN ADVERTISING AND MARKETING: SOCIAL ROBOTS

Humankind's egocentric idea deriving from their central position within nature and everything else has never damaged the world so much. This age, which is heralded as the anthropocene, is regarded in accordance with the fact that the humankind expresses their existence through consumption and interprets all ways convenient for this. This turbulent egocentrism depending on a humanist understanding has started to be discussed on the basis of posthumanist performative relationship of human, other living beings and non-human being (technology) together. One of the concrete reflections of this understandings thanks to the acceleration of artificial intelligence technology, the interaction of social robots with human beings culminates in a liquefied technological experience: We can conceive robots in terms of their acting position in the heterogeneous and fluid relationship between human and nonhuman, which is contained within the network based on their capacities instead of regarding them as steel and a dominant agent in social power relations. Thanks to the features of social robots such as imitation, gesture-natural language communication, the increasing involvement of social robots in daily life as an assistant, a companion or a pet based on emotion and interaction could be depicted as an alternative to the idea of a dystopian technology which will cause the end of human beings. Within the study, I touched upon the possibililty of interaction between human and machine through actors involved in a network rather than technological deterministic approach. In addition, I evaluated some research results on how the use of social robots in the marketing and advertising industry affects consumer experiences, based on the Actor-Network approach.

Keywords:

Critical posthumanism, Actor-network theory, Artificial intelligence, Social robots, Advertising,

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