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Communicating chaos: New perspectives on VUCA
  • ISSN: 2001-0818
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Abstract

Complexity theory provides a framework for understanding intricate systems and their interactions. Its use in media and communication is relatively recent and has been used for examining, for instance, the spread of online communication, the formation of public opinions and the development of misinformation. Building on the concept of VUCA, this article outlines the emerging field of ‘complexity communication’. In a light-hearted experiment, we turned to the lately introduced artificial intelligence (AI) agent, ChatGPT, to ask what it knew about complexity thinking in contemporary communication practice. We found that the AI accepted the global environment was characterized by volatility, uncertainty, complexity and ambiguity, and these had transformed the field of communication, both for academics and professionals. It identified a range of complexity-based concepts relevant to communication but not specifically designed for communication situations. It struggled to find any extant practical strategies for complexity communication. This relative lack of bespoke concepts and applied knowledge on managing unpredictable situations indicates an urgent need for the development of complexity thinking in communication.

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2023-07-13
2023-12-01
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Keyword(s): ChatGPT; communication dynamics; complexity communication; dynamic systems; misinformation; professional communication; systems thinking

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