VISUAL PREREQUISITES FOR THE FORMATIONOF THE “UNCAMIN VALLEY EFFECT” IN DIGITAL MEDIA

Artificial intelligence, along with other new technologies used in the field of media creativity and actively discussed in the media sphere, causes a lot of discussions and critical assessments. The negative connotation of the term can be described in terms ofthe “uncanny valley” effect, largely associated with the anthropomorphization of technological developments. Mass media, actively participating in the process of comparing artificial intelligence with a person and personifying it, significantly influences the formation of a negative effect. In this regard, it seems important to provide a comprehensive analysis of the “uncanny valley” effect. The purpose of the study is to specify those visual parameters of the image of artificial intelligence. The purpose of the study is to specify those visual parameters of anthropomorphic images that can cause a reaction of rejection from the audience. The object of research is digital media. The subject of the study is the anthropomorphic images they disseminate. Based on an analysis of existing research in the field of perception of anthropomorphic images, analysis of the practices of creating anthropomorphic images in video games and digital media, we will try to specify those visual approaches to the depiction of artificial intelligence that creators of media content should avoid in order not to provoke a negative reaction from the audience. The research material is the visual component of the most popular computer games demonstrating anthropomorphic forms of fairly high quality, video sequences of films shot using images generated by neural networks, generated virtual characters appearing in the media as TV presenters, musical performers, models, as well as the audience’s reaction to anthropomorphic forms recorded in thematic communities of social networks and specialized media. The chronological scope of the study is 2020-2024. Key research methods are discourse analysis and semiotic approach to the interpretation of images and their components. Analysis of visualization of anthropomorphic structures allowed us to identify the most dangerous approaches to illustration using artificial intelligence technologies that hinder the formation of empathy, the key of which is the persuasiveness of the created image with slight distortion of details.