主体·风险·原则:元宇宙场域下的广告伦理  

作　　者：苏星宇 苏士梅[1] 

机构地区：[1]河南大学新闻与传播学院

出　　处：《北京文化创意》2024年第1期81-86,共6页Beijing Culture Creativity

摘　　要：元宇宙消弭了时间空间对广告的限制,借助扩展现实技术提供沉浸式体验和数字孪生技术构筑对现实世界的虚拟映射,在广告领域引发了一场革命性的概念与形式重构。但其为广告业发展提供机遇的同时,也引发一系列伦理隐患,需要对元宇宙场域的广告伦理主体、风险、原则进行进一步探索:元宇宙场域下的广告伦理责任主体是人而非技术,它涵盖了广告生产主体、广告受众、技术提供商以及监管机构等诸多领域;伦理风险主要来自于人、物、环境、空间四个方面,体现在侵犯用户隐私、虚假营销及版权归属纠纷和经济性失范、公共利益和社会责任问题等维度;基于元宇宙视野,可通过监督机构、产业机构、用户三方面多元共建重塑元宇宙广告伦理。针对元宇宙领域内广告伦理的反思,旨在规范该领域的发展,而非对其本身进行否定性评价。The meta-universe eliminates the limitations of time and space on advertising,and with the immersive experience provided by the extended reality technology and the virtual mapping of the real world constructed by the digital twin technology,the concepts and forms of traditional advertisements may be completely changed.While the meta-universe provides opportunities for the development of the advertising industry,it also triggers a series of ethical hazards,which need to be further explored in terms of ethical subjects,risks,and principles of advertising in the meta-universe field:the subject of ethical responsibility of advertising in the metauniverse field is human rather than technology,which covers the main body of advertisement production,advertisement recipients,technology providers,and regulators,etc.;ethical risks mainly come from the four aspects of people,objects,environment and space,which are reflected in the infringement of user privacy,and the violation of user privacy.The ethical risks mainly come from people,objects,environment and space,which are reflected in the dimensions of user privacy infringement,false marketing and copyright ownership disputes,diversified threats and economic malpractice,and public interest and social responsibility issues;based on the vision of meta-universe,the meta-universe advertising ethics can be reshaped through the multifaceted construction of supervisory institutions,industrial institutions and users.The reflection on advertising ethics in the field of meta-universe is aimed at regulating the development of the field rather than negatively evaluating the field itself.

关 键 词：元宇宙 广告伦理 广告风险 

分 类 号：D92[政治法律—法学]