El Majaya: Prompting Cultural Identity

Submission Type

Paper

Start Date/Time (EDT)

19-7-2024 2:15 PM

End Date/Time (EDT)

19-7-2024 3:15 PM

Location

Narrative & Worlds

Abstract

It is no secret to anyone that the use of Generative AI (GenAI) has won popularity in the last few months. In the audiovisual field, the number of short films created using, to some extent, this type of technology has increased, especially since the launch of Gen 2 of RunwayML, the most popular software for image and video generation. This type of software opens a world of possibilities to filmmakers, productions with low budgets, researchers, among others to experiment and discover what we can create and how this could change the future, or may as well the present, of filmmaking. With the aim of analyzing how the integration of GenAI alters the workflow of audiovisual production and identify what difficulties the GenAI has at representing the visual imaginary of the Colombian Caribbean, we started the production of “El Majaya”, a short film which images were created entirely using GenAI. To track human and non-human creative processes we design and use a “prompt log” for posterior analysis. At the end of the study, we found that GenAI presents technical difficulties in human morphological representation, dark light settings, and creating different types of shots, but we also found representational difficulties, probing these technologies contain biases that privilege a hegemonic and western vision of the world, therefore, it takes more time, effort, and tries (and financial resources) in prompt design for people on the periphery to generate their stories. In this Individual talk, we will share our team's experience, learnings and conclusions in the creation process using GenAI and discuss with other filmmakers and researchers what we can do to improve prompt desing for better identity and cultural representation.

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Jul 19th, 2:15 PM Jul 19th, 3:15 PM

El Majaya: Prompting Cultural Identity

Narrative & Worlds

It is no secret to anyone that the use of Generative AI (GenAI) has won popularity in the last few months. In the audiovisual field, the number of short films created using, to some extent, this type of technology has increased, especially since the launch of Gen 2 of RunwayML, the most popular software for image and video generation. This type of software opens a world of possibilities to filmmakers, productions with low budgets, researchers, among others to experiment and discover what we can create and how this could change the future, or may as well the present, of filmmaking. With the aim of analyzing how the integration of GenAI alters the workflow of audiovisual production and identify what difficulties the GenAI has at representing the visual imaginary of the Colombian Caribbean, we started the production of “El Majaya”, a short film which images were created entirely using GenAI. To track human and non-human creative processes we design and use a “prompt log” for posterior analysis. At the end of the study, we found that GenAI presents technical difficulties in human morphological representation, dark light settings, and creating different types of shots, but we also found representational difficulties, probing these technologies contain biases that privilege a hegemonic and western vision of the world, therefore, it takes more time, effort, and tries (and financial resources) in prompt design for people on the periphery to generate their stories. In this Individual talk, we will share our team's experience, learnings and conclusions in the creation process using GenAI and discuss with other filmmakers and researchers what we can do to improve prompt desing for better identity and cultural representation.