网络内容生态治理的理论向度、当下挑战与未来进路

Ecological Governance of Online Content:Theoretical Dimensions,Current Challenges and Future Approaches

网络内容生态治理强调以“内容聚集样貌”为中心,是网络空间治理的核心,蕴含着外部性、多样性以及元治理等多维理论向度。这些理论向度形塑了内容生态治理以问题为导向的实践旨趣,即实现网络内容生态的良好建构,以达到网络内容结构完整、网络内容生态系统功能优化的目标。在当前平台语境下,网络内容生态治理面临着基于算法的垄断竞争性平台带来内容品质的挑战、生成性人工智能平台带来内容伦理的挑战、从放松规制到强化规制带来治理成本上升的挑战。面对这些挑战,需要从元治理理论出发,构建多元主体协同的治理进路:要树立正确理念,坚持积极规制和消极规制并重;要发挥政府主体作用,完善内容生态治理的法律法规体系;要坚守平台底线思维,建立内容生态健康评价指标体系;要强调成本和效率意识,融合政府规制和自我规制。

Ecological governance of online content emphasizes“the content aggregation profile”,and as the core of cyberspace governance,it contains multiple theoretical dimensions such as externality,diversity,and meta-governance.These theoretical dimensions shape the problem-oriented practical interest of content ecological governance,i.e.,to achieve a good construction of online content ecology,so as to achieve the goal of structural integrity of online content and functional optimization of online content ecosystem.In the current platform context,ecological governance of online content faces multiple challenges:first,the challenge of content quality brought by algorithm-based monopolistic competitive platforms;second,the challenge of content ethics brought by generative artificial intelligence platforms;and third,the challenge of rising governance costs brought by the shift from relaxed regulation to strengthened regulation.In the face of these challenges,it is necessary to build a collaborative governance progression of plural subjects from meta-governance theory.First,it is essential to establish the right concept and insist on putting the same emphasis on positive and negative regulation;second,it is essential to play the role of government subjects and improve the legal and regulatory system of content ecology governance;third,it is essential to adhere to the bottom-line thinking of platforms and establish a content ecology health evaluation index system;finally,it is essential to emphasize cost and efficiency awareness and integrate government regulation and self-regulation.