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Disentangling Two Fundamental Paradigms In Human-Machine Communication Research: Media Equation And Media Evocation, Margot J. Van Der Goot, Katrin Etzrodt

Human-Machine Communication

In this theoretical paper, we delineate two fundamental paradigms in how scholars conceptualize the nature of machines in human-machine communication (HMC). In addition to the well-known Media Equation paradigm, we distinguish the Media Evocation paradigm. The Media Equation paradigm entails that people respond to machines as if they are humans, whereas the Media Evocation paradigm conceptualizes machines as objects that can evoke reflections about ontological categories. For each paradigm, we present the main propositions, research methodologies, and current challenges. We conclude with theoretical implications on how to integrate the two paradigms, and with a call for mixed-method research that includes …