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Design without author: AI, algorithmic aesthetics and the loss of aura in multimedia communication
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Resumo(s)
Abstract. With this text, we intend to critically analyse the PUMA advertisement generated by generative artificial intelligence (A.I.), to understand the implications for the fields of communication design and digital media. Drawing on philosophical concepts, we question the aesthetic and ethical consequences of machine-mediated content production. The analysis is developed from a theoretical and conceptual perspective, crossing media theory and semiotics and considering concepts such as simulacrum and hyperreality (Baudrillard), death of the author (Barthes), différance (Derrida), power and knowledge (Foucault), ethics of responsibility (Hans Jonas) and loss of aura (Benjamin), which are used to (de)construct the visual and discursive strategies at play in the advert. The text aims to highlight the fact that content design practices, mediated by artificial intelligence, lead to a radical decontextualisation of authorship and aesthetic presence. Content operates in a regime of signification dissociated from human intentionality and experience, while at the same time reinforcing algorithmic structures of control, standardisation and commodification. The integration of generative AI into communication design redefines the role of the designer and the nature of visual and content culture. This change entails an ethical and philosophical reconfiguration, based on the urgent need to reinscribe the sensitivity, responsibility and human presence in the algorithmic aesthetics of contemporary media.
Descrição
Palavras-chave
Artificial Intelligence Advertisement Communication Design
Contexto Educativo
Citação
Sousa, V., Veríssimo, J. (2026). Design Without Author: AI, Algorithmic Aesthetics and the Loss of Aura in Multimedia Communication. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication VI. DIGICOM 2025. Springer Series in Design and Innovation, vol 61. Springer, Cham.
Editora
Springer, Cham