Inteligência artificial e regressão mimética: algumas palavras sobre um comercial da Volkswagen
This is an analysis of the Volkswagen car manufacturer's commercial in which the singer Maria Rita performs a duet with her mother, Elis Regina, resurrected thanks to the action of artificial intelligence (AI). The central hypothesis is that all the controversy surrounding the advertisement, wh...
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| Format: | Article |
| Language: | Portuguese |
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Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio)
2024-06-01
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| Series: | O Que Nos Faz Pensar |
| Subjects: | |
| Online Access: | https://oquenosfazpensar.fil.puc-rio.br/oqnfp/article/view/948 |
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| Summary: | This is an analysis of the Volkswagen car manufacturer's commercial in which the singer Maria Rita performs a duet with her mother, Elis Regina, resurrected thanks to the action of artificial intelligence (AI). The central hypothesis is that all the controversy surrounding the advertisement, which has largely been fought on social networks, is anchored in the fact that there is an aesthetic choice called here mimetic regression, so that all the criticism of the use of AI in this case resonates with Plato's criticism of mimesis in book X of The Republic. The article goes on to discuss contemporary authors, in particular Jean Baudrillard and Bernard Stiegler, who each in their own way mobilize the Platonic conceptual framework to think about the situation of the image in contemporary times, arguing that the antidote to mimetic regression would not be a "return to the real", but encouraging artists to learn how to program in order to propose a creative use of the images produced by AI. |
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| ISSN: | 0104-6675 |