网络社会“流量至上”的伦理风险及应对

Ethical Risks and Countermeasures of“Traffic First”in Network Society

“流量至上”是网络社会人们价值观异化的一种现象,其本质是资本意志主导下的流量异化,主要表现为恶意引流、流量劫持、暗刷流量、流量造假等具体样态。这些异化现象的出现不仅冲击着社会主义核心价值观、导致道德失范,而且还危及中华优秀传统美德的传承与发展、引发不良社会思潮。面对网络社会“流量至上”所带来的诸多问题,只有坚持从强化思想道德教育、健全相关法律法规、完善多元评价体系、提高公众媒介素养等方面加以综合矫治,才能有效破除流量陷阱、消除伦理风险,进而促进网络社会健康有序发展。

“Traffic first”is a phenomenon of the alienation of people’s value in the network society.Its essence is the traffic alienation under the guidance of capital will,which is mainly manifested in malicious drainage,traffic hijacking,secret brush traffic,traffic fraud and other specific patterns.The emergence of these alienation phenomena not only impacts the socialist core values and leads to moral anomie,but also endangers the inheritance and development of Chinese excellent traditional virtues and causes bad social trends of thoughts.Faced with many problems caused by“traffic first”in the network society,only by insisting on the comprehensive correction from the aspects of strengthening ideological and political education,improving relevant laws and regulations,improving the multiple evaluation system,and improving the literacy of public media,can we effectively break the traffic trap and eliminate ethical risks,in order to promote the healthy and orderly development of the network society.