儒家伦理视域下大数据营销传播从业者道德意志的培育路径探究  

An Academic Exploration on the Cultivation Path of Moral Will of Big Data Marketing Communication Practitioners from the Perspective of Confucian Ethics

作　　者：杨先顺[1,2] 陈子豪 Yang Xianshun;Chen Zihao

机构地区：[1]暨南大学新闻与传播学院、媒体国家级实验教学示范中心 [2]暨南大学传播与国家治理研究院 [3]暨南大学新闻与传播学院,广州510632

出　　处：《新闻春秋》2022年第5期66-74,共9页Journalism Evolution

基　　金：国家社会科学基金项目“大数据营销传播的伦理治理体系研究”(项目号19BXW100)的研究成果之一。

摘　　要：在大数据和人工智能时代,儒家伦理中的思想精华依然能发挥其现代性作用,对于大数据营销传播伦理问题的治理极具思想价值。大数据营销传播从业者的道德意志培育是大数据营销传播伦理治理体系的一个重要环节。在道德意志的培育中,儒家伦理蕴含的人文精神、社会交往一般准则、义利观等内容能够一定程度上抵消大数据时代下的唯技术主义与营销中的唯功利主义,能促进以内在训练和营造道德环境相结合的方式培育从业者的道德意志。In the era of big data and artificial intelligence,the ideological essence in Confucian ethics can still play its active role,and it has great ideological value for the governance over ethics in big data marketing communication.The cultivation of moral will of big data marketing communication practitioners is an important part of the governance over ethics in big data marketing communication system.During the education of moral will,the humanistic spirit,general principles of social interaction,and the concept of righteousness and interests contained in Confucian ethics can to a certain extent offset the technicalism and the utilitarianism in the era of big data.It can also cultivate practitioners’moral will through a combination of internal training and the creation of an ethical environment.

关 键 词：儒家伦理 大数据营销传播 道德意志 伦理治理 

分 类 号：G210[文化科学—新闻学]