马克思主义社会批判视域下的数字人格与数字异化——以“千人千面”为例

Digital Personality and Digital Alienation from the Perspective of Marxist Social Criticism--Taking Personalized Search on Taobao Platform as an Example

在当前的数字经济新时代,数字技术作为先进的生产力代表,带来了生产力与生产关系的变革,从传统的“人找信息”进入到“信息找人”模式,但也带来了数字异化等诸多问题。淘宝平台的“千人千面”的首页,为每个人提供最符合自己要求的高品质展示平台就是一种数字人格的商业应用模式中,人们生产着数据,又反过来被数据控制,数字人格成为了异己的力量。在马克思主义社会批判视域下,对数字异化现象进行审视,对正确认识数字人格与数字异化有着重要的引导意义,从而使数字人格得到真正的复归。

In the era of the digital economy,digital technology,an advanced productive force,has transformed production from people seeking information to information seeking people.However,it has also brought about digital alienation and many other issues.This paper introduces digital personality and digital alienation with analysis of the phenomenon of personalized search on Taobao platform.People produce data and in turn are controlled by the data.Digital personality has become analienating force.From the perspective of Marxist social criticism,this paper examines the phenomenon of digital alienation for the correct understanding of digital personality and digital alienationso as to recover the true digital personality.