冲突与忧思:广告算法中的主体性缺乏——基于技术哲学的视角  

Conflicts and Concerns:Absence of Subjectivity in Advertising Algorithm

作　　者：曾琼[1] 曹钰涵 Zeng Qiong;Cao Yuhan

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081 [2]湖南开放大学培训学院,湖南长沙410004

出　　处：《传媒观察》2021年第9期63-68,共6页Media Observer

基　　金：国家社会科学基金一般项目“计算技术范式下广告产业转型发展研究”(20BXW119)的阶段性成果。

摘　　要：技术与人的主体性,是技术哲学关注的核心问题。从技术哲学的视角审视广告算法,可以发现,广告算法系统中的"施事者"与"受事者"在广告算法中都获取了充分的主体性,同时又因算法的技术逻辑,遭受到严重的主体性侵犯。作为广告算法"受事者"的消费者或用户,在算法的监视、偏见、歧视以及操纵、控制与规训下,许多自主权利被迫让渡。而作为广告算法"施事者"的广告算法开发者和使用者,更发生存在论意义上的主体性缺失、冲突与忧思。广告主与广告代理在广告算法系统中虽不具有主体意义,但作为算法的重要旁涉者,其主体性同样遭受算法的侵犯与危害。既追求统计学意义上的精准高效,又追求道德无缺与主体无伤,应成为广告算法开发与应用的基本原则。Technology and human subjectivity are the core issues of technology philosophy. From the perspective of technology philosophy,both the agent and the patient obtain sufficient subjectivity in the advertising algorithm system,but also suffer from serious subjectivity infringement due to the technical logic of the algorithm. Many independent rights of the undergoers-consumers or subscribers of advertising algorithms-are forced to be transferred or ruthlessly deprived because of surveillance,prejudice,discrimination,manipulation,control and discipline of the algorithms. The actors-developers and users of advertising algorithms-are more likely to have subjectivity losses,conflicts and concerns As important involved parties of the algorithm,advertisers and advertising agents,though with no subjective significance in the system,will also have their subjectivity violated or harmed by the algorithm. It should be the basic principle for the development and application of advertising algorithm to pursue not only the accuracy and efficiency in statistical sense,but also the moral integrity and non-violation to others.

关 键 词：技术哲学 广告算法 施事者 受事者 旁涉者 人的主体性 

分 类 号：G206[文化科学—传播学]