用科技表達訊息

你有沒有想過，一個介紹香港漁業的展館，迎接你的不只平面展板，還有五條魚化身嚮導，帶你認識本地漁業的前世今生；只要你在螢幕上移動手指，就能如同擁有透視眼，看到不同魚類的構造；你更能在佈景漁排上參與遊戲，鬥快將養殖魚分門別類，「親身體驗」漁民日常！該項目由蕭逸朗的團隊設計， 「客戶、團隊過程做得很開心之餘，一家大小參觀者的反應都好好。」

新時代已降臨，十年前無法想像的事，如今透過電子設備就能成真，但若然我們回到2015年，當時互動媒體製作仍屬小眾行頭，蕭逸朗笑言大眾對互動的理解是「在商場內fing手fing腳」。他與朋友創辦公司，專注博物館及展覽項目設計，以多媒體和互動元素為切入點，涉獵多屏投影、體感互動裝置、虛擬實境科技（VR）、動畫設計等。互動為何重要？「互動設計會有不同線索引起觀眾注意，當中需要觀眾的回饋才可完成整個體驗。透過參與其中，當中傳遞的訊息會相對獨特和深刻。」

科技應用五花八門，羅燦這位新聞界無人不識的前輩，也毅然轉向AI大數據分析。2014年正值社交媒體和網上論壇興起、傳媒生態轉變，他預示到網絡輿情的蓬勃發展，遂以五年時間研發系統，並於2019年成立公關公司，以大數據分析大眾看法，涵蓋千五個網站、七大論壇討論、七千個Facebook專頁，為企業及機構撰寫輿情報告、制定危機管理策略，「每天的相關報導和留言多達二百萬則，靠肉眼來不及看，亦未必能及時發現一些風險正在醞釀。假如不使用大數據，你很難去分析事情趨勢，以及大眾對你有哪些方面的負面看法。」

新傳教育學生，新聞工作需秉持求真、準確、持平、中立等原則，如今羅燦也以同一套準則應用大數據：如實反映輿情。他幾次提到行業要「與時並進」，「AI幫你大大節省時間，令你有多些時間精雕細琢，又或思考出更具創意的方法，以應付將來的需要。」

蕭逸朗昔日讀新傳，皆因「人好像一生都與溝通脫不了關係」，如今他的工作也是幫助客戶向受眾傳播訊息。科技發展一日千里，不過他說，公司並非一味追求「新」，多媒體和科技只提供了更多表達工具，但重點仍在內容， 「而我們的角色是思考哪個方式最適合去講關鍵訊息。」

簡介：
羅燦，1979年香港中文大學新聞與傳播學本科畢業，曾於Now新聞、信報財經新聞、香港數碼廣播等多間新聞媒體擔任管理層，現為ASI Analytics & Media Limited 行政總裁。

蕭逸朗，2012年香港中文大學新聞與傳播學院本科畢業，2015年夥友人創辦跨媒體設計公司 ioio studio，現為項目監製。

Technology as a Medium for Communication

Imagine walking into an exhibition about Hong Kong’s fisheries industry and being greeted not by static display panels, but by five fish that serve as your personal guides through the history of local fisheries. With a simple swipe of your finger across a screen, you gain X-ray vision to explore the internal anatomy of different fish species. You can even step onto a replica fishing raft and compete in games that challenge you to sort farmed fish by category, truly experiencing a fisherman’s daily routine. This innovative project, designed by Siu Yat-long Ron’s team, was a resounding success. “The clients and our team thoroughly enjoyed the process, and visitors of all ages responded wonderfully.”

We live in a new era where the impossible has become routine through digital innovation. Yet rewind to 2015, when interactive media production remained a niche field. Siu chuckles when recalling how the general public understood interactivity as merely “waving your hands and feet around in shopping malls.” Together with friends, he founded a company specializing in museum and exhibition design, leveraging multimedia and interactive elements through multi-screen projection, motion-sensing installations, virtual reality (VR) technology, and animation design. But why does interactivity matter? “Interactive design uses various cues to capture audience attention, requiring active participation to complete the experience. Through this engagement, the messages become uniquely memorable and impactful.”

Technology’s applications span far and wide. Loh Chan Stephen, a respected veteran in Hong Kong journalism, has boldly pivoted to AI and big data analysis. In 2014, as social media and online forums surged and the media landscape transformed, he anticipated the explosive growth of online public opinion monitoring. After five years of system development, he launched a public relations company in 2019 that uses big data to analyze public sentiment across 1,500 websites, seven major forums, and 7,000 Facebook pages. The company produces public opinion reports and develops crisis management strategies for businesses and institutions. “We process up to two million related reports and comments daily. Human eyes simply can’t keep pace, nor can they necessarily spot emerging risks in real-time. Without big data, analyzing trends and understanding specific negative public perceptions becomes nearly impossible.”

Journalism and communication students learn that news work must uphold principles of truth-seeking, accuracy, fairness, and neutrality. Today, Loh applies these same standards to big data, faithfully reflecting public opinion. He repeatedly emphasizes that the industry must “evolve with the times.” “AI dramatically reduces your workload, freeing up time for careful refinement or developing more creative approaches to meet future challenges.”

Siu studied journalism and communication because “people seem inherently connected to communication throughout their lives.” Today, his work similarly focuses on helping clients effectively reach their audiences. While technology advances at lightning speed, he stresses that his company doesn’t chase innovation for its own sake. Multimedia and technology simply provide additional tools for expression—the content remains paramount. “Our role is determining the most befitting approach for conveying each key message.”

Profiles:
Loh Chan Stephen graduated with a Bachelor’s degree in Journalism and Communication from The Chinese University of Hong Kong in 1979. He has served in management positions at various news media organizations including Now News, Hong Kong Economic Journal, and Hong Kong Digital Broadcasting. He is currently the Chief Executive Officer of ASI Analytics & Media Limited.

Siu Yat-long Ron graduated with a Bachelor’s degree from the School of Journalism and Communication at The Chinese University of Hong Kong in 2012. In 2015, he co-founded cross-media design company ioio studio with friends and currently serves as Project Producer.