Abstract

The application of generative artificial intelligence (GenAI) technologies in the field of propaganda influences information creation, dissemination, and reception, and introduces new ethical challenges. This paper revisits the philosophical discourses of Jacques Ellul on technology and propaganda, placing them within the context of the rise of today’s generative AI technologies. Ellul identified the First Industrial Revolution as the initial juncture in the history of human technology that formed technique as a social phenomenon, which subsequently shaped the nature of propaganda as a technique. Subsequent developments in computer technology in the latter half of the 20th century enabled the formation of a technological system. This raises the question: Could generative AI represent another pivotal moment in the evolution of the technological system, and what are the ethical implications of propaganda technology in this context? This article seeks to illuminate current discussions on GenAI technology and propaganda ethics with Ellul’s insightful theoretical insights. In terms of research methodology, this study relies on textual interpretation and classical hermeneutics, including three processes: syntactic text interpretation, historical background, and situational application. Ellul’s research delves into the intrinsic links and inherent ethical dimensions between propaganda and technology, examining their comprehensive and enduring impacts. This normative perspective is crucial for a deep understanding of contemporary propaganda within the framework of emerging technologies, helping us to transcend the escalating spiral of propaganda technology and counter-propaganda techniques. By incorporating propaganda facilitated by generative AI technologies into the overall development logic of the technological society, this approach explores its ethical implications from a more macroscopic and holistic perspective.