网络舆论场“流量至上”的生成逻辑与矫治策略  

Generation Logic and Correction Strategy of“Traffic First”in Network Public Opinion Field

作　　者：汪永安[1] WANG Yong’an(College of Humanities,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学人文学院,上海200051

出　　处：《探索》2023年第5期177-188,共12页Probe

基　　金：教育部人文社会科学研究规划项目“网络舆论中大学生网络群体极化生成机理与治理策略研究”(21YJA710033),项目负责人:汪永安;上海市哲学社会科学规划项目“融媒体时代高校网络意识形态建设中的舆论引导机制研究”(2021BKS007),项目负责人:汪永安。

摘　　要：媒介的快速迭变,致使流量成为理解社会舆论方向和网络空间秩序的新型符号。“流量变现”成为不少舆论主体追崇方向的同时,舆论生态格局悄然发生嬗变,出现资本挟持不断挤压舆论公共属性、隐形流量数据暗含“制造同意”风险及外在标准规训舆论内在运行机制等现象。这可能会对政府权威与政治信任带来损害,亟待从网络舆论生态秩序构建上加以纠偏。面对“流量至上”逻辑所带来的诸多问题与风险,当前网络舆论主体尤其是监管主体主要从观念、制度、技术、道德方面积极应对,探索其矫治路径。在理念维度,树立正确流量观,顺应流量发展趋势,科学赋权,避免单向思维,以流量标准合理化推动舆论生态合理化;在制度维度,把握流量指标特性,兼顾新老规范融合,细化操作指南,主动将流量融入现有的法律规范条例中,“合理化吸收”流量数字背后的人民性;在技术维度,优化算法规则,推动关键核心技术自主创新不断实现突破,从信息源抑制负面舆论的传播与扩散,统一工具理性与价值理性于良性舆论生态构建;在道德维度,立足个体道德内驱作用,以技术嵌入和道德外化方式推动社会整体安全与个人权利保护平衡。破除流量陷阱,需坚持源头治理、系统治理和综合治理相结合。一是要筑“池”引“流”,以马克思主义筑牢网络舆论主阵地,以正能量汇集大流量,用大流量成就正能量;二是要驾驭算法,拓宽网络舆论生态智力支持,加速算法技术等信息领域核心技术突破;三是要以“措”配“流”,以宏观制度规范和微观处理举措推动网络舆论生态治理创新,维护国家意识形态的安全和稳定。The rapid change of media has led to traffic becoming a new symbol for understanding the direction of public opinion and the order of cyberspace.“Traffic monetization”has become the direction pursued by many public opinion subjects but also changed the ecological pattern of public opinion so that capital clamping continues to squeeze the public attributes of public opinion,invisible traffic data implies the risk of“creating consent”,and external standards regulate the internal operation mechanism of public opinion,etc.,which urgently need to be corrected from the construction of the ecological order of online public opinion.Facing problems and risks brought about by the logic of“traffic first”,the current online public opinion subjects mainly actively respond from concepts,systems,technologies and morals,and ex-plore their correction paths.In concept dimension,it’s necessary to establish a correct traffic concept and conform to the development trend of traffic to scientifically empower,avoid one-way thinking,but also pro-mote the rationalization of public opinion ecology with the rationalization of traffic standards.In institutional dimension,it’s necessary to grasp the characteristics of traffic indicators,consider the integration of new and old norms,to refine operation guidelines,actively integrate traffic into existing laws and regulations,and“adversarial absorb”the people’s nature behind traffic figures.In technical dimension,it’s necessary to optimize algorithm rules,promote independent innovation of key core technologies to continuously a-chieve breakthroughs,suppress the spread and diffusion of negative public opinion from information sources,and unify instrumental rationality and value rationality in the construction of benign public opinion ecology.In the moral dimension,based on the internal driving role of individual morality,balance between the overall security of society and the protection of individual rights could be kept by technology embedding and moral externalization.To

关 键 词：流量至上 网络舆论生态 价值导向 矫治 实践策略 

分 类 号：D64[政治法律—政治学]