Reconfiguring the Media-Public Discourse System After ChatGPT: Agenda-Melding and Experiential Accessibility in South Korea

초록

This study develops a computational framework for quantifying how technological disruptions are associated with shifts in media-public discourse alignment. Using the public release of ChatGPT (30 November 2022) as a temporal breakpoint, we examine whether the broad public availability of generative AI was associated with structural changes in the relationship between media agendas and online public discourse in South Korea. The framework combines PPMI-weighted semantic network construction with QAP correlation, MRQAP regression and Cohen's q effect-size analysis, applied to 181,081 Korean-language texts encompassing media agendas (national newspapers, economic dailies, regional newspapers, and broadcast news) and public agendas (online communities) over six years (2019-2025). Results reveal that national newspapers lost their dominant agenda-setting position, with public alignment declining sharply (r: 0.678 -> 0.430, Cohen's q = 0.369, large effect), while economic papers rose from lowest to second-highest alignment (r: 0.352 -> 0.567) by addressing market and industry dimensions that direct AI experience could not supply. Broadcasting emerged as the dominant structural anchor of public discourse (unique coefficient beta: 0.263 -> 0.569; its removal alone lowers model fit from R-2 = 0.517 to 0.347), while national newspapers' unique contribution reversed in sign. Collective media explanatory power itself remained essentially stable (R-2 = 0.537 -> 0.517), indicating a structural reconfiguration of which media align with public discourse rather than a wholesale weakening of media-public alignment-consistent with agenda-melding, in which publics integrate media coverage with firsthand technological experience. A residual analysis further shows that the variance media agendas leave unexplained is not noise but a structured, public-specific layer of discourse organized around the hands-on use of generative-AI tools (e.g., ChatGPT, image generation)-direct evidence of a bounded public autonomy in which public discourse is distinct from, and not reducible to, media agendas. These findings demonstrate the framework's utility for detecting how publicly accessible AI adoption-exemplified by ChatGPT-is associated with shifts in media-public structural dynamics within discourse ecosystems and carry implications for computational social science, technology communication, and applied network analysis.

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