THE GENESIS OF SYNTHETIC CONTENT IN COMMUNICATIONS

Abstract

Synthetic content is defined in this study as a media material created or substantially modified using machine learning algorithms. The article examines the genesis of synthetic content. The study employs a historiographical research method, which has made it possible to identify seven qualitative stages in the evolution of synthetic content: from the pre-media period of statistical generation (1940s–1990s) to the contemporary stage of the autonomous media agent. The analysis traces the transformation of synthetic content’s role from a narrowly specialized tool for scientific modeling to a fundamental element of the modern information environment. The article considers the impact of synthetic content on communication processes, the media system, and marketing tools. The genesis of synthetic content is analyzed through an interdisciplinary lens, integrating media communications, marketing, and computer science.