【Article by GCIT】

The Master’s Program in Global Communication and Innovation Technology (GCIT) at National Chengchi University (NCCU) invited Professor Makana Chock from the S.I. Newhouse School of Public Communications, Syracuse University, to lead a two-day event on April 28 and 30, 2025. Titled “The Social and Cultural Impact of Avatars,” the series included an interactive workshop and keynote lecture. Professor Chock explored the multifaceted roles of avatars in digital media, ecological design, and intercultural communication, while also addressing critical ethical concerns. The event was organized by Distinguished Professor Trisha Lin, Director of GCIT, and combined theoretical insights with hands-on experience, drawing active participation from graduate students and faculty members interested in immersive technologies.

Avatars through an Intercultural Lens

A globally recognized scholar in virtual environments, human-computer interaction, and immersive media, Professor Chock has published extensively on AI interaction, digital agents, and social cognition. In her keynote, she emphasized that while avatars are rooted in advanced technology, their design and usage are deeply embedded in cultural context and human psychology.

“The way we choose an avatar’s appearance or tone of voice reflects our understanding of self, social roles, and relationships,” said Professor Chock. In response to a question from GCIT Director Professor Trisha Lin on cultural appropriateness, Professor Chock stressed that avatar design should reflect the target culture and communication scenario. Factors such as tone, facial expressions, pacing, and politeness styles must be carefully considered to foster empathy, effectiveness, and trust.

She illustrated her points with case studies, including Taiwan’s iLEO banking mascot and the American virtual influencer Lil Miquela, explaining how cultural preferences influence avatar expectations. She also warned that hyper-realistic avatars could trigger the "uncanny valley" effect, causing discomfort and disconnection among users.

From Creation to Application: A Hands-On Workshop

In a practical workshop titled “Creating Effective Avatars,” hosted by Assistant Professor Christine Cook. Professor Chock guided students through the Hallway.ai platform to design avatars with distinct knowledge bases, emotional traits, and interaction styles. The session emphasized aligning visual style with platform functionality and target audience.

She also introduced a 24/7 AI teaching assistant developed by her colleague Jason Webb, highlighting the potential of avatars in educational technology and personalized learning support.

Ethical Reflections and Future Directions

During the Q&A session, GCIT students raised thought-provoking questions about the use of avatars in grief counseling, digital memory preservation, and posthumous communication. Professor Chock noted a growing trend of users crafting idealized versions of themselves—youthful, confident, or stylish—revealing both psychological aspirations and blurred lines between identity and authenticity.

She reminded participants that avatars are not neutral communication tools—they embed values, cultural norms, and power structures. She called for ongoing interdisciplinary collaboration to critically examine how technology shapes interpersonal dynamics and social cognition.

GCIT continues to champion interdisciplinary, international education and research by inviting global experts and professionals to engage with its students. Professor Chock’s visit not only deepened participants’ understanding of avatars and emerging media technologies but also inspired reflection on digital cultural design and ethics—underscoring GCIT’s commitment to pioneering global communication education in Taiwan.

[此中英文稿和圖片以及全球傳播與創新科技碩士學位學程均獲得中華民國文化部的補助。]