从传媒史看算法对广告运营范式的影响  

The Impact of Algorithm on the Media Advertising Operation Paradigm from the Perspective of Media History

作　　者：朱晓姝 张波[1] Zhu Xiaoshu;Zhang Bo

机构地区：[1]上海出版印刷高等专科学校

出　　处：《媒介批评》2021年第2期38-56,共19页Media Criticism

基　　金：上海市高等教育学会2021年度规划研究课题重点项目(项目号:Z2-18)的阶段性成果。

摘　　要：学界和业界关于算法对传媒广告的影响研究,目前缺乏历史的视角,只有以史为鉴,才能更好开创未来。纵观传媒史,中国传媒的广告运营市场变革,算法技术的广泛应用是分水岭。本文以传媒广告运营范式为研究对象,聚焦广告运营范式中的广告市场格局、广告运营体制、广告定价策略和广告产品创制四个代表向度,研究算法在传媒广告发展史中的影响和作用。同时,也探讨算法技术给传媒广告运营发展带来的技术和内容创制方面的风险。At present,there is a lack of historical perspective in academic and industry research on the impact of marketing technology represented by algorithm on media advertising.Only by taking history as a mirror can we create a better future.Throughout the history of media,the market reform of China s media advertising operation takes the extensive application of algorithm technology as the watershed.Taking the media advertising operation paradigm as the research object,this paper focuses on the four representative dimensions of advertising market structure,advertising operation system,advertising pricing strategy and advertising product creation in the advertising operation paradigm and discusses the impact of marketing technology represented by algorithm in the development history of media advertising.However,a coin has two sides.The algorithm brings risks to the media advertising operation,which is mainly reflected in:first,at the technical level,after the“information cocoon”is brought into full play,there is algorithm bias.And at the content level,data extremes lead to the lack of ability to grasp the psychological mechanism.A glimpse of a leopard,this paper hopes to provide new ideas and perspectives for academic research and industry practice.

关 键 词：算法 传媒广告运营 范式 广告史 

分 类 号：F713.8[经济管理—广告] TP18[经济管理—产业经济]