The Ethical Dilemma and Governance Path of Generative AI in Cultural Communication

Generative AI, as a new media form, promotes the revolution of culture in production, dissemination and consumption, and despite its text generation, visual art and personalised recommendation to accelerate the breadth and depth of cultural dissemination, its ethical misconduct performance, which cannot be ignored, has triggered the attention of academics and all walks of life. Through case studies and literature review, this paper reveals the problems of cultural appropriation, privacy leakage, and algorithmic bias that generative AI may lead to in the process of cultural creation and dissemination, and based on in-depth analyses of these ethical challenges, it proposes a series of governance paths in terms of strengthening ethical review, promoting algorithmic transparency, and establishing a platform for cross-border cooperation.