【作者】 彭峰；

【导师】 戴世富；

【作者基本信息】 华南理工大学 ， 新闻传播学， 2022， 硕士

【摘要】 当人工智能、大数据、算法成为21世纪的热门话题,也必将对格外重视技术的现代广告带来不可忽视的影响。伴随智能技术的赋能,广告传播思维范式、运作流程、产业链路得到颠覆与重构,逐渐形成以用户需求为中心、以算法和数据为驱动的智能广告。广告生产效率和精准传播大幅提升的同时,一系列新的产业问题和伦理风险也在暗中较量,相较于传统广告伦理更为隐蔽且复杂,不利于广告行业的可持续发展、广告生态的共创共生,因此亟需加强、更新对智能广告伦理问题的规范化、体系化研究。社会学家皮埃尔·布尔迪厄从关系视角提出审视社会的场域理论,从场域、资本、惯习三个维度展开对变动领域中资本博弈和行动者策略的考察。本文基于该理论框架批判性地讨论了智能广告的伦理问题,重点解决以下三个问题:1、智能广告场域中隐含着哪些伦理问题和风险?2、如何在场域理论视阈下剖析智能广告伦理问题的成因?3、在场域理论指导下如何进行智能广告场域的伦理治理?在智能广告场域中,以广告需求方、各类媒体平台、用户为代表的三大主要行动者,以用户需求为中心展开经济、技术、文化资本的博弈,但是不同行动者运用包括惯习在内的策略进行权力斗争,产生了新的伦理失范问题和信任危机。本文在充分占有智能广告伦理研究、场域理论研究等文献研究的基础上,结合当前广告业实践案例的分析与讨论以及关于伦理问题的深度访谈,研究发现技术资本的黑箱和利益链的博弈衍生出诸如隐私侵犯、算法偏见、平台垄断、技术崇拜等一系列伦理问题;场域内部的伦理失范问题受到宏观元场域的影响,因此从经济场、政治场、文化场的元场域维度来深度剖析智能广告伦理问题的成因,经济利益诱导下的平台捆绑和自我驯服、政治资本的缺位与舆论引导的惯习滞后、文化资本异化下的自愿盲目和欲望挑拨一步步加速着伦理纽带的松动;最后将其置于宏观元场域和微观场域内部的关系视角探寻智能广告伦理问题的调适策略,提出引导遵循价值理性的商业变现与负责任技术创新、完善相关法律法规并与倡导平台自律相结合、呼吁智能算法时代主体性的复归与理性精神的指引等宏观元场域维度实现权力制衡与多方伦理共治,以反思惯习、提升行动者智媒素养的主体规制和协同构建多元行动者伦理治理共同体的伦理规约,从而构建智能广告伦理的规范化路径,以期为智能广告学术研究和业界实践提供些许指导,促进智能广告场域的健康可持续发展。更多还原

【Abstract】 When artificial intelligence,big data and algorithms become the hot topics in the 21 st century,they will also have an impact on modern advertising that attaches great importance to technology.With the empowerment of intelligent technology,the thinking paradigm,operation process and industrial link of advertising communication have been subverted and reconstructed,and an intelligent advertisement centered on user needs and driven by algorithms and data has been gradually formed.While the advertising production efficiency and accurate communication have been greatly improved,a series of new industrial problems and ethical risks are also competing in secret.Compared with the traditional advertising ethics,it is more hidden and complex,which is not conducive to the sustainable development of the advertising industry and the co creation and symbiosis of the advertising ecology.Therefore,it is urgent to strengthen and update the standardized and systematic research on the ethics of intelligent advertising.Sociologist Pierre Bourdieu put forward the field theory of examining society from the perspective of relationship,and investigated the subject practice and capital game in the field of change from the three dimensions of field,capital and habitus.Based on this theoretical framework,this paper critically discusses the ethical issues of intelligent advertising,focusing on the following three issues: 1.What ethical issues and risks are hidden in the field of intelligent advertising? 2.How to analyze the causes of the ethical problems of intelligent advertising from the perspective of field theory? 3.How to conduct ethical governance of intelligent advertising field under the guidance of field theory?In the intelligent advertising field,the three main actors,represented by the advertising demander,various media platforms and users,play the game of economic,technological and cultural capital with the user’s needs as the center.However,the occupiers in different positions use strategies including habits to fight for power,resulting in new ethical problems and trust crisis.Based on the full possession of the literature research such as intelligent advertising ethics research and field theory research,combined with the analysis and discussion of the current advertising industry practice cases,this paper conducted in-depth interviews on ethical issues,and found that the black box of technology capital has derived a series of ethical problems such as privacy infringement,algorithm bias,platform monopoly,technology worship,etc;The ethical anomie within the field is bound to be affected by the macro meta field.Then,from the meta field dimension of economic field,political field and cultural field,the causes of the ethical problems of intelligent advertising are deeply analyzed.The platform binding and self taming under the guidance of economic interests,the lack of political capital and the habit lag of public opinion guidance,and the voluntary blindness and desire incitement under the alienation of cultural capital are accelerating the loosening of the ethical ties step by step;Finally,from the perspective of the relationship between the macro meta field and the micro field,it explores the adjustment strategies for the ethical issues of intelligent advertising,and proposes to guide the commercial realization and responsible technological innovation that follow the value rationality,improve the relevant laws and regulations and combine them with the promotion of platform self-discipline,call for the return of subjectivity in the era of intelligent algorithms and the guidance of rational spirit,and other macro meta field dimensions to achieve power balance and multi-party ethical co governance,so as to reflect on habits Improve the subject regulation of actors’ intelligent media literacy and cooperate to build the ethical regulation of the multi-agent ethical governance community,so as to build a standardized path of intelligent advertising ethics,with a view to providing some guidance for intelligent advertising academic research and industry practice,and promoting the healthy and sustainable development of the intelligent advertising field.更多还原