推荐算法影响下主流意识形态传播的挑战及应对策略

Challenges and Countermeasures of Dissemination of Mainstream Ideology under the Influence of Recommendation Algorithm

推荐算法技术已深深嵌入民众的社会化过程,带来了社会权力结构的变化,其意识形态塑造功能不断凸显。推荐算法能实现海量信息与个性需求的有效对接、繁多种类与多元受众的精准投送、实时反馈与即时调整的协调运作,为提升主流意识形态传播效能提供了技术支持。但是推荐算法所带来的把关转移、技术黑箱、信息茧房和受众本位也让主流意识形态传播面对话语权窄化、主导力弱化、注意度消解和整合力降低的挑战。当前,应坚持文化的主体性,充分发挥党的领导、主流媒体示范、党政部门监控等方面的作用,积极引导,从内容、技术、制度和素养四方面优化推荐算法的信息传递功能,净化网络生态,实现主流意识形态传播的创新和优化。

Recommendation algorithm technology has been deeply embedded in the socialization process of people,bringing changes to the social power structure,and its ideology shaping function has been constantly highlighted.The effective docking of massive information and individual needs,the precise delivery to multifarious and diversified audience groups,the coordinated operation of real-time feedback and prompt adjustment will be realized with the help of recommendation algorithms,which will provide technical support for improving the dissemination efficiency of mainstream ideology.But the transfer of gatekeeper,technical black box,information cocoon and audience-centered approach brought by recommendation algorithms also make the dissemination of mainstream ideology face the challenges of its discourse power being narrowed,its leading power weakened,attention paid to it dissolved,its force to integrate lowered.At present,we should adhere to the cultural subjectivity,give full play to the roles of the leadership of the Party,the demonstration of mainstream media,and the monitoring of the Party and government departments,and actively guide and optimize the information transport function of recommendation algorithms from the four aspects of content,technology,system,and quality,so as to purify the network ecology,and to innovate and optimize the dissemination of mainstream ideology.