智媒时代广告舆论的异化及治理

Alienation and Governance of Advertising Public Opinion in the Era of Intelligent Media

人工智能、大数据等技术的普及应用使得当前社会的消费异化现象日益严重,广告信息、新闻信息、舆论信息之间界限日益模糊,广告主及其背后的广告资本借助智能媒介,利用和制造广告舆论进行网络营销,渗透进各类舆论信息引起流量聚合效应,对消费者形成隐形广告包围,社会拟态化进一步加剧,消费者的自我认知及价值判断被刻意引导,言论自由被剥夺,主体性不断丧失,逐渐成为被操控的消费符号,给整个社会健康、和谐、科学发展带来不利影响。对此,政府管理部门、广告主及行业协会要协调统一,从源头、过程、结果三个阶段对广告舆论传播加强监控,同时加快制定和落实与智能媒介广告发展相匹配的法律和伦理规范,并着力提高消费者媒介素养。

With the popularization and application of artificial intelligence,big data and related technologies,consumption alienation in the current society is becoming more and more serious,boundary between advertising information,news information and public opinion information is blurred.For the purpose of network marketing,advertisers and advertising capital use public opinion infiltrating all kinds of public opinion information,under the help of intelligent media,infiltrate all kinds of public opinion information,invading consumers with Invisible advertisements,social mimicry is further intensified,consumers’self-cognition and value judgment of arequietly guided,their right of free speech is deprived,their subjectivity is continuously lost.Consumer has become a manipulated consumption symbol,controlled by advertisers and advertising capital.All which have done great harm to the health,harmony and scientific development of the whole society.In this regard,government management departments,advertisers and industry associations should coordinate and unify,strengthen the monitoring of advertising public opinion communication from the three stages of source,process and results,speed up the formulation and implementation of laws and ethical norms matching the development of intelligence media advertising,and strive to improve consumers’media literacy.