重新校准罗盘：将大语言模型整合进经典研究方法
Recalibrating the Compass: Integrating Large Language Models into Classical Research Methods
AI总结：
本文探讨大语言模型如何变革传播与社会科学中的内容分析、调查与实验方法，并基于拉斯韦尔框架论证经典研究逻辑在整合LLMs时仍不可或缺，强调其作为认知与文化工具的潜力。
摘要：
本文探讨了大语言模型（LLMs）如何变革传播研究中的核心定量方法，并更广泛地影响社会科学领域，即内容分析、调查研究与实验研究。LLMs并非取代经典方法，而是为文本编码与解读、模拟动态受访者以及生成个性化与交互式刺激引入新可能性。基于近期跨学科工作，本文强调了LLMs作为研究工具的潜力与局限，包括效度、偏见与可解释性问题。为从理论上定位这些发展，本文重新审视拉斯韦尔的基础框架——“谁通过何种渠道对谁说了什么，产生了什么效果？”——并展示LLMs如何通过实现解释性变异、受众轨迹建模与反事实实验，重构信息研究、受众分析与效果研究。通过重新审视方法论罗盘的隐喻，本文主张，在该领域整合LLMs与生成式AI时，经典研究逻辑仍不可或缺。通过将LLMs不仅视为技术工具，还视为认知与文化工具，本文呼吁在未来传播与社会科学研究中，对LLMs进行深思熟虑、严谨且富有想象力的使用。
英文摘要：
This paper examines how large language models (LLMs) are transforming core quantitative methods in communication research in particular, and in the social sciences more broadly-namely, content analysis, survey research, and experimental studies. Rather than replacing classical approaches, LLMs introduce new possibilities for coding and interpreting text, simulating dynamic respondents, and generating personalized and interactive stimuli. Drawing on recent interdisciplinary work, the paper highlights both the potential and limitations of LLMs as research tools, including issues of validity, bias, and interpretability. To situate these developments theoretically, the paper revisits Lasswell's foundational framework -- "Who says what, in which channel, to whom, with what effect?" -- and demonstrates how LLMs reconfigure message studies, audience analysis, and effects research by enabling interpretive variation, audience trajectory modeling, and counterfactual experimentation. Revisiting the metaphor of the methodological compass, the paper argues that classical research logics remain essential as the field integrates LLMs and generative AI. By treating LLMs not only as technical instruments but also as epistemic and cultural tools, the paper calls for thoughtful, rigorous, and imaginative use of LLMs in future communication and social science research.
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