摘要
数智时代,广告产业经历内容创作从人工设计到智能生产、传播场景从有限媒介到无处不在、分发规则从无差别到精准营销等一系列智能化转变。数智技术为广告业发展提供了巨大机遇,也引发一系列科技伦理隐患,主要是隐私危机与难以满足的安全需求、信息茧房与逐步丧失的归属需求、算法歧视与无法达成的尊重需求、创意阶层被取代与难以满足的自我实现需求等。基于广告治理视野,可通过政府行政治理、行业自我治理、舆论监督治理三方面重塑数智时代的广告伦理。
In the era of digital intelligence,the advertising industry has undergone a series of intelligent transformations,including content creation from manual design to intelligent production,dissemination scenarios from limited media to ubiquitous media,and distribution rules from indiscriminate to precision marketing.Digital intelligence technology provides great opportunities for the development of the advertising industry,but it also raises a series of ethical issues,mainly including privacy crises and unmet security needs,information cocoons and gradually lost belonging needs,algorithmic discrimination and unmet respect needs,and the replacement of the creative class and unmet self-realization needs.Based on the perspective of advertising governance,the ethical issues of the advertising industry in the era of digital intelligence can be reshaped through government administrative governance,industry self-governance,and public opinion supervision.
作者
高嘉琪
解学芳
Gao Jiaqi;Xie Xuefang(School of Humanities,Tongji University,Shanghai 200092,China)
出处
《郑州大学学报（哲学社会科学版）》
CSSCI
北大核心
2023年第2期116-121,128,共7页
Journal of Zhengzhou University:Philosophy and Social Sciences Edition
基金
教育部人文社会科学研究规划基金项目“人工智能驱动网络文化产业创新的价值风险与治理研究”(项目编号:20YJA860004)
上海市曙光计划项目“AI时代文化创意产业创新机理及其伦理边界研究”(项目编号:19SG20)
作者简介
高嘉琪(1994-),女,河南安阳人,同济大学人文学院博士研究生,主要从事文化产业及新技术伦理研究;解学芳(1979-),女,山东青岛人,同济大学人文学院特聘教授,博士生导师,主要从事新技术与文化产业管理研究。
