Abstract：The rise of generative artificial intelligence， represented by ChatGPT and DeepSeek， has unprecedentedly increased the overall social penetration of artificial intelligence applications， and realized its deep intervention in real life. Generative artificial intelligence shows outstanding learning and understanding capabilities of semantic understanding， information integration， fact verification， and instruction execution， and can even accomplish “creative” work to a certain extent， which has fundamentally transformed the technical paradigm of traditional artificial intelligence as a tool for information retrieval. As the deep interaction between humans and machines is generalized， generative artificial intelligence has promoted the reconstruction of human-machine subjects. Its capabilities demonstrated in imagination， expansion， and cooperation not only begin to challenge the cognitive superiority of human， but also trigger the transformation of media ethics in the new era. We need to interpret it in-depth from a forward-looking perspective and actively respond to new ethical issues arising therefrom， in order to better dealing with the complex interaction between human and artificial intelligence.
2025, Vol. 64 
