算法赋能红色文化有效传播路径探析

Analysis on Effective Communication Path of Red Culture Empowered by Algorithm

算法推荐作为信息分发领域的人工智能技术,以用户偏好为导向的精准推送实现了用户与信息的高度匹配,让“人找信息”变为“信息找人”,在红色文化传播的精度、广度和效度方面发挥了积极作用,但它也给红色文化的传播带来诸多挑战:“受众本位”的理念,“消解”了红色文化内涵;“信息茧房”,蚕食红色文化受众主体意识;平台优先原则,阻碍着红色文化的自由传播;把关权利的转移和弱化,加剧了红色文化被边缘化的风险。尝试从价值导向引领、多样推送差异化内容、加强算法平台与主流媒体的合作、法律法规约束、提升用户素养等方面,探索利用算法技术进行红色文化传播的最佳路径。

Algorithm is recommended as the artificial intelligence technology in the field of information distribution. The precise push guided by user preference realizes the high matching between users and information, from “people looking for information” to “information looking for people”, which has not only played a positive role in the accuracy, breadth and validity of the communication of red culture, but also brought many challenges. The concept of audience standard dispels the connotation of red culture, information cocoon erodes the red culture audience subject consciousness, the principle of platform priority hinders the free dissemination of red culture, and the transfer and weakening of the right to control exacerbate the risk of marginalization of red culture. This paper tries to explore the best way to use algorithm technology to spread red culture from the aspects of value-oriented guidance, diversified push differentiated content, strengthening the cooperation between algorithm platform and mainstream media, constraints of laws and regulations, and improving user literacy.