网络主播失范行为及伦理引导  

Misconduct of Online Hosts and Ethical Guidance

作　　者：卫欣[1] Wei Xin(Nanjing Forestry University)

机构地区：[1]南京林业大学人文社会科学学院,江苏南京210037

出　　处：《新闻与传播评论》2024年第2期35-46,共12页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(22BXW084);江苏省社科基金一般项目(21XWB002);江苏省教育科学“十四五”规划重点课题(T-a/2021/02)。

摘　　要：随着4G网络的普及,网络直播日益成为人们表达情感、满足需要、开展娱乐的重要手段。在政府、媒体、大众普遍看好网络直播行业发展前景的同时,各种违规、违法、失范、失德现象也日益突出,有的甚至已经构成严重犯罪。国家虽然颁布了一系列法律法规,但是网络失范行为仍旧时有发生。常见的网络失范行为有五种形式,包括网络欺诈、网络色情、网络恶搞、网络暴力、网络侵权,它们不但污染了网络生态环境,而且有悖社会主义核心价值观及公序良俗。导致网络主播持续失范的原因很多,从“现代性的隐忧”来看,主要包括市场机制被滥用,道德情感被割裂,社会责任被破坏,职业精神被亵渎四个方面。对于一般性失范行为而言,加强道德教育与伦理引导至关重要,其可以弥补“他律”的不足,提高“自律”的效能以及降低执法的成本。从康德的“定言命令”入手,通过弘扬当代美德伦理、重构常识道德体系、践行网络社交礼仪、谨防非正常快乐观,构建传统与现代,线上与线下相统一的伦理规范,是缓解“大脱嵌”带来的痛苦,实现个人自由以及网络生态和谐的必由之路。With the popularization of 4G networks,webcasting has become an important means for peo-ple to express emotions,satisfy needs and engage in entertainment.Generally,the government,media and the public maintain high expectations for the development prospects of the webcasting industry.However,the is-sue of misconduct in webcasting,such as illegal and immoral acts,has become increasingly prominent,some of which have even constituted felonies.Despite the fact that the state has enacted several laws and regula-tions,online misconduct keeps occurring.Typical forms of misconduct in webcasting include online fraud,on-line pornography,online parody,online bullying and online infringement.These misconducts pollute the on-line ecosystem,and more importantly,violate the core socialist values,public order and good customs.From the perspective of the malaise of modernity,the reasons that cause online hosts to keep committing miscon-duct include the abuse of market mechanisms,the fragmentation of moral sentiments,the erosion of social re-sponsibility and the desecration of professional spirit.Strengthening moral education and ethical guidance is crucial for correcting general deviant behaviors,as it can make up for the shortcomings of heteronomy,im-prove the effectiveness of autonomy and reduce the cost of law enforcement.Starting with Kants"categorical imperative",we can promote contemporary virtue ethics,reconstruct standard moral systems,practice online social etiquette,guard against abnormal views of happiness and establish ethical norms that integrate tradition and modernity,online and offline.The listed measures constitute the necessary path to alleviate the pain caused by"great disembedding"and achieve individual freedom and global harmony in the online ecosys-tem.

关 键 词：网络直播 失范行为 媒介伦理 网络礼仪 

分 类 号：G206[文化科学—传播学]