智能广告信息伦理风险与核心议题研究  

Information Ethics Risks and Core Issues of Intelligent Advertising Based on The RPT Framework

作　　者：李名亮[1] Li Mingliang(Shanghai Normal University)

机构地区：[1]上海师范大学人文与传播学院

出　　处：《新闻与传播评论》2020年第1期76-84,共9页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(18BXW107)

摘　　要：广告业的人工智能应用产生了新的伦理风险。借助弗洛里德的RPT模型,研究从信息资源伦理、信息化产品伦理与信息化环境伦理三个维度初步定向与展开。大数据作为广告产业的核心资源与广告运作的基础要素,可能产生数据安全、个人信息保护、数据资源共享保密的平衡、数据造假偏差等信息伦理风险;广告信息化产品存有商业属性不透明、伦理责任主体混沌、广告自动创意缺乏人文沟通能力等伦理问题;而智能广告运作与信息化环境相互影响,表现在对人文伦理与价值观挑战、信息鸿沟的扩大、数据和算法引发歧视和偏见等方面。The dissemination of intelligent advertising has generated new ethical risks of advertising.Based on Freud's RPT model,this paper develops in three dimensions:information resource ethics,information product ethics and information environment ethics.As the core resource of advertising industry and the basic element of propagating operation,big data may generate information ethical risks in data security,personal information protection,balance of data resource sharing and confidentiality,and data fraud deviation.There are some ethical problems in advertising information products,such as opacity of commercial features,confusion of the subjects of ethical responsibility,and lack of humanistic communication ability in advertising auto-creation.However,the interaction between intelligent advertising communication and information environment is reflected in the challenges of human ethics and values,the widening of information gap,and the discrimination and prejudice caused by data and algorithms.

关 键 词：广告产业 智能广告 广告伦理 信息伦理 

分 类 号：G202[文化科学—传播学] G209