University of Vienna Professor Visits GCIT to Discuss the Value of Communication Research in the AI Era

Jörg Matthes, Professor of Communication at the University of Vienna (front row, third from right); GCIT Director Professor Tammy Lin (front row, second from right); and Katherine Chen, Distinguished Professor at NCCU’s College of Communication (front row, far right), pose with faculty and students after the lecture. (Photo by GCIT)
Jörg Matthes, Professor of Communication at the University of Vienna (front row, third from right); GCIT Director Professor Tammy Lin (front row, second from right); and Katherine Chen, Distinguished Professor at NCCU’s College of Communication (front row, far right), pose with faculty and students after the lecture. (Photo by GCIT)
University of Vienna Professor of Communication Jörg Matthes uses the record of more than 12,000 submissions to the International Communication Association (ICA) annual conference to show how quickly the number of papers is growing in the age of AI. (Photo by GCIT)
University of Vienna Professor of Communication Jörg Matthes uses the record of more than 12,000 submissions to the International Communication Association (ICA) annual conference to show how quickly the number of papers is growing in the age of AI. (Photo by GCIT)
University of Vienna Professor of Communication Jörg Matthes uses M.C. Escher’s Drawing Hands, in which two hands draw each other, to show that while we use AI, AI also changes the way we think. (Photo by GCIT)
University of Vienna Professor of Communication Jörg Matthes uses M.C. Escher’s Drawing Hands, in which two hands draw each other, to show that while we use AI, AI also changes the way we think. (Photo by GCIT)
Jörg Matthes (third from left), Professor of Communication at the University of Vienna, was invited by GCIT Director Professor Tammy Lin (third from right) to speak at GCIT. The lecture also drew several faculty members, including Katherine Chen, Distinguished Professor at the College of Communication (second from left); Vicky Yang, Assistant Professor at the College of Commerce (far left); Jenson Chi, Adjunct Assistant Professor at the International College of Innovation (far right); and Louvins Pierre, Exchange Professor at the College of Communication (second from right). (Photo by GCIT)
Jörg Matthes (third from left), Professor of Communication at the University of Vienna, was invited by GCIT Director Professor Tammy Lin (third from right) to speak at GCIT. The lecture also drew several faculty members, including Katherine Chen, Distinguished Professor at the College of Communication (second from left); Vicky Yang, Assistant Professor at the College of Commerce (far left); Jenson Chi, Adjunct Assistant Professor at the International College of Innovation (far right); and Louvins Pierre, Exchange Professor at the College of Communication (second from right). (Photo by GCIT)
Date : 2026-11-11 Department : GCIT

【Article by GCIT】

Generative AI has made academic papers easier to produce, shifting the focus to the value and contribution of research. On November 9, the Master’s Program in Global Communication and Innovation Technology (GCIT) at National Chengchi University (NCCU) invited Jörg Matthes, Professor of Communication at the University of Vienna, to deliver a lecture titled “Next-Generation Inquiry: How to Conduct Innovative Communication Research in the Age of AI.” Matthes has long studied digital media and artificial intelligence and has served as editor-in-chief of Communication Theory since 2023. He noted that submissions to the International Communication Association’s annual conference had exceeded 12,000 by early November, while the journal he edits had received more than 600 manuscripts this year. These figures show that AI has lowered the barrier to producing papers, but not necessarily improved research quality.

Matthes cautioned, “Researchers should not use AI simply to generate content quickly. Instead, they should treat it as an intellectual sparring partner, asking it to examine the assumptions behind their questions, identify overlooked perspectives, and offer counterarguments.” He described asking strong questions, applying theory and methods, and addressing social significance as the “Yesterday’s Formula.” In the AI era, researchers also need AI literacy, the ability to develop new concepts and draw on other disciplines, and a commitment to making their research processes transparent—what he calls the “Tomorrow’s Formula.”
To show how AI can follow the framing of a question without necessarily challenging its premise, Matthes asked it to list five reasons Vienna is the most beautiful city. He emphasized that researchers must know when to trust AI and when to challenge it, and use it within a theoretically grounded, transparent research process. For students and early-career scholars, he recommended avoiding blind copy-and-paste, learning research methods, and developing strong reading and writing skills, interdisciplinary thinking, theory-building, and ethical judgment. He encouraged them: “Don’t use AI to produce more research; use it to producemore important research.”

GCIT Director Professor Tammy Lin said, “I appreciate Professor Matthes’s ongoing reflections on AI and research. He is constantly thinking through new questions and adding fresh ideas to his presentation.” She noted that AI reflects GCIT’s focus on the intersection of global communication and innovative technology. The program will continue to bring international perspectives to students and help them combine communication theory, technological applications, and critical thinking to respond to social needs.

【全球傳播與創新科技碩士學位學程獲文化部與教育部高等教育深耕計畫補助。】