数字时代注意力经济的意识形态属性及风险应对

The Ideological Attributes and Risk Response in the Attention Economy of the Digital Age

在被流量裹挟的数字时代,信息生产以指数级增长,吸引注意力成为数字媒介流量生产的最大目标,因此形成“注意力经济”。注意力经济是数字资本对数字劳动产出的注意力进行隐性占用与深度剥夺的垄断经济新形态。它通过控制装置,在资本场域进行流量垄断;通过“观看”劳动,在产消领域进行视觉渗透;通过封闭系统,在主体空间进行观念隔绝。这就赋予了注意力经济网络意识形态属性,影响着人们的思维方式与认知逻辑,改变了传统的劳动形态与价值观念,相应地产生了数字经济支配下的意识形态风险。注意力经济在资本联袂数字技术制造的视觉景观中,以舆论漂移、算法推荐、平台垄断、技术压制等方式,塑造了支配注意力的权力机制,实现对受众注意力的全面掌控,引发主流意识形态话语权威被稀释、议题设置被悬浮、传播阵地被挤压、价值引领被撕裂等潜在风险。因此,要在技术解蔽中实现注意力聚焦和视觉突围,通过数据“罢演”、议题“出圈”、内容“策展”和价值“对焦”等纾困方案,坚守主流意识形态的价值高地,从而更好地建设具有强大凝聚力和引领力的社会主义意识形态。

The advent of the Digital Age has redefined the ideological nature of the attention economy.As an emerging economic pattern,it has greatly changed people's traditional cognition of competitive relationships and profoundly changed how ideology acts on individuals.It has the characteristics of flow monopoly under the thought of“Control”,visual penetration in“Watching”work,and idea isolation in“Closed”devices,which will bring a series of ideological risks.Under the background of attention competition,the game and the selling of technological products with the brand of Western ideology by Western countries,the attention economy has the ideological risks of diluting the authority of discourse,suspending the topic setting,squeezing the spreading position and tearing up the value guidance.To achieve the focus of attention and visual breakthrough in technology unmasking,to enlarge the voice of the mainstream ideology by reverse domestication,to promote the overall identity of the mainstream ideology by setting sympathetic issues,to close the communication position of the mainstream ideology by precise wisdom,and to ensure the dominant position of the mainstream ideology by value orientation of high position,to effectively deal with the ideological risks of the attention economy,to guard the value highland of the mainstream ideology,and to realize the fusion and resonance of the horizons of the attention focus and the mainstream ideology,making mainstream ideology present stronger penetration and influence.