算法时代舆论引导的问题表征及其优化路径

Problem Representation and Optimized Path of Public Opinion Guidance in the Algorithm Era

智能算法成为算法时代推进舆论引导的全新方式,为舆论引导提供了新方法、拓展了新平台。在以算法为代表的传播技术的赋能下,当前舆论引导效能显著提升。然而,智能算法赋能舆论引导过程中存在的全景化、资本化、中介化、偏见化等特性,造就了“全景监狱”“马太效应”“把关迁移”“算法牢笼”等现象,不仅削弱了网民的主体自觉、催生了舆论生产的逐利性,而且会不断消散主流话语的主导性,阻碍社会共识的生成与凝聚。为此,可以通过认知塑造、资本规制、价值驱动、范式转变等策略的协同联动摆脱算法赋能的负面影响,全面提高舆论引导能力,推动算法释放“最大正能量”。

Digital algorithm has become a new way to promote public opinion guidance in the era of algorithm,providing a new method and a new platform for public opinion guidance.Under the power of the communication technology represented by algorithms,the current efficiency of public opinion guidance has been significantly improved.However,intelligent algorithm can assign the public opinion guide in the process of panorama,capitalization,mediation,bias,created a“panoramic prison”,“Matthew effect”,“migration algorithm”,and the“algorithmic cage”,which not only weakened the Internet subject consciousness,gave rise to the profit-driven,and will dissipate the mainstream discourse dominance and hinder the formation of social consensus.Therefore,in order to get rid of the negative impact of algorithm empowerment,we can comprehensively improve the ability of public opinion guidance,and promote the algorithm to release the“maximum positive energy”through the coordination of cognitive shaping,capital regulation,value drive,and paradigm change.