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Prihod Facebookovske slovenščine

Pri svojem delu pogosto uporabim umetno inteligenco. Ko dobim neko idejo, jo razdelam, razmislim o širši sliki tematike, ubesedim in besedilo posredujem v obdelavo. AI poišče dobre podporne podatke, strukturira vsebino in jo uredi v sorazmerno dober jezik. Prihrani mi ogromno časa. Ampak nekaj me pri vsem tem zelo moti. Oblikovanje in jezik, ki ju uporablja AI, nikakor noče biti v mojem, pripovedovalnem slogu. Podoben je reklamnim sporočilom, ki jih vidim na Facebooku, zato vsa besedila naknadno popravljam. Kaj se pravzaprav dogaja?

Kulturna sprememba načina branja 

To, kar opažam pri sodobnem pisanju, ni samo sprememba stila, ampak precej globlja kulturna sprememba načina razmišljanja, branja in celo doživljanja jezika. Pravzaprav se je v zadnjih dvajsetih letih zgodilo nekaj zelo zanimivega. Internet ni spremenil samo komunikacije, ampak je začel spreminjati samo strukturo jezika.

Ko danes berem članke, objave ali bloge, hitro opazim določene vzorce. Kratki odstavki, enostavni stavki, močni poudarki in dramatični zaključki. Stavki, ki stojijo sami v svoji vrstici, vmesni naslovi in emocionalni poudarki. Vse to ni naključje. Tak način pisanja se je razvil zato, ker se je postopoma spreminja način, kako ljudje berejo.

Nekoč je človek sedel s knjigo ali časopisom in bral počasi in linearno, z neko koncentracijo. Sledil je toku besedila. Danes pa večina ljudi ne bere več tako. Besedilo skenirajo. Oči skačejo po naslovih, poudarkih, kratkih stavkih in zanimivih delih. Telefon, socialna omrežja in neskončna količina informacij so ustvarili okolje, kjer mora vsako besedilo tekmovati za nekaj sekund pozornosti. Zaradi tega se je tudi jezik začel prilagajati tej novi realnosti.

Zame to pravzaprav ni nič novega. Že ko se je pojavil internet in vedno večja potreba po hitrem iskanju podatkov in branju besedil, sem začel uporabljati ravno take metode. Indeksiranje, preskakovanje po naslovih, iskanje poševnega in poudarjenega tiska, vse to mi je omogočalo hitrejše iskanje pomembnih podatkov. Torej se je to zgodilo dosti prej, preden se je pojavil Facebook in AI. Sodobni algoritmi socialnih omrežij in umetna inteligenca se le prilagajajo temu, kar nas je doletelo. Tak slog smo ustvarili sami zaradi hitrejšega načina življenja. 

Kako AI oblikuje tekst?

Ko AI oblikuje tekste, ne “razmišlja” samo slovnično. Model prepoznava ritem jezika, berljivost, emocionalne poudarke, strukturo, upošteva pozornost bralca, način, kako ljudje berejo na ekranih, in tudi to, kakšen slog uporabnik dejansko sam uporablja.

Tako nastanejo kratki odstavki, poudarki, vmesni naslovi, stavki v svoji vrstici, počasna gradnja idej in dramatični zaključki. To ni naključje. Vse skupaj je zelo povezano z internetom.

Gre za amerikanizacijo jezika?

Velik del sodobnega internetnega pisanja prihaja iz ameriškega digitalnega prostora. Copywriting, marketing, storytelling, social media writing, novinarstvo za splet, scenaristika, YouTube, influencerska kultura in še marsikaj drugega. Ameriška angleščina je že sama po sebi bolj direktna, ritmična, poudarjena in manj zapletena kot marsikateri evropski jeziki. Delno je to res amerikanizacija jezika.

Ko se ta stil prevaja v slovenščino, pride do zanimivega konflikta. Struktura postane ameriška, jezik pa ostane slovenski. Zato nastane občutek tujosti. Slovenščina tradicionalno teče drugače. Daljši stavki, bolj povezani odstavki, mehkejši prehodi, manj agresivni poudarki, več opisnosti in več počasnega toka misli.

Internet danes zahteva hitrost, kontrast in čustvene poudarke, da bolje pritegne pozornost bralca. Zato digitalni mediji favorizirajo krajše stavke, manj zapleteno slovnico, manj bogat besednjak in bolj univerzalne izraze.

Algoritemski pritisk

Vse skupaj seveda temelji na marketingu in dobičku. Platforme zato nagrajujejo berljivost, hitrost, emocionalnost, konflikte in kratke tekste. Uporabniki smo se začeli postopoma in nezavedno prilagajati tem algoritmom. Večina sodobnega digitalnega jezika deluje bolj kot optimizacija pozornosti. To je skoraj tehnični jezik čustev. Njegov cilj ni lepota jezika. Glavni cilj je da bralec ne zapusti strani. Besedilo mora biti hitro razumljivo tudi človeku, ki ga bere med vožnjo z avtobusom, med službo ali med gledanjem petih drugih stvari hkrati.

Tudi umetna inteligenca je kot model deloma oblikovana po teh principih. Naučena je na ogromni količini sodobnih besedil z interneta, člankov, blogov, socialnih omrežij in marketinških tekstov. Zato spontano ustvarja strukture, ki so ljudem danes bolj berljive.

Vendar lahko AI slog tudi popolnoma spremeni. Le dobra navodila je treba napisati.

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