揭示生成式AI如何与创始人、投资者共同构建初创企业话语合法性
Ghost Framing Theory: Exploring the role of generative AI in new venture rhetorical legitimation
- 提出'幽灵框架理论'，解析人机协同的创业话语建构机制
- 发现生成式AI具备生成性、组合性等五种话语优势
- 适合关注AI创业、文化创业与人机协作的研究者
针对生成式AI在创业话语建构中日益普遍却难以察觉的应用，本文提出幽灵框架理论（GFT），解释由创始人与投资者共同驱动的生成式AI系统如何协同产生、争夺并重新校准初创企业的语境共鸣，从而实现话语合法化。基于框架理论、微观合法性判断及社会物质可及性研究，识别出生成式AI的五类话语可及性：生成性、极端组合性、语调多样性、速度与能量感、共享底层结构，并构建递归迭代过程模型（幽灵路演、幽灵筛选、幽灵关系构建），配置新兴共鸣与合法性。GFT为生成式AI时代重构了话语框架理论，将人机协作研究与文化创业连接，并将可及性理论拓展至多主体场景，强调可及性传递与可见性成为关键考量。
原文摘要 · Abstract (English)
Responding to the surging but largely invisible use of generative AI in entrepreneurial framing, I advance Ghost Framing Theory (GFT) to explain how hybrid founder- and investor-genAI ensembles co-produce, contest, and recalibrate resonance in the rhetorical legitimation of new ventures. Building on scholarship in framing, micro-level legitimacy judgments, and sociomaterial affordances, I identify genAI rhetorical affordances (generativeness, extreme combinatorics, tone repertoire, velocity/energy and shared substratum) and theorize a recursive/iterative process model (ghost pitching, ghost screening, ghost relationship-building), configuring emergent resonance and legitimation. GFT builds new rhetorical framing theory for the age of genAI, connects research on human-AI collaboration with cultural entrepreneurship and extends affordance theory into multi-actor scenarios where affordance transitivity and visibility emerge as key considerations.
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