智能营销传播中算法偏见的伦理规制  

Study on the Ethical Regulation of Algorithmic Bias in Intelligent Marketing Communication

作　　者：谢俊陶 彭基 Xie Juntao;Peng Ji(Department of Advertising,School of Communication and Media,Guangzhou Huashang College,Guangzhou 511300)

机构地区：[1]广州华商学院传播与传媒学院广告学系,广东广州511300

出　　处：《中阿科技论坛（中英文）》2024年第11期168-172,共5页China-Arab States Science and Technology Forum

基　　金：校级青年科研项目“智能营销传播的伦理规范研究”(2023HSQX002)。

摘　　要：随着信息技术不断发展,算法推荐技术已被广泛应用于各个领域。随着算法在智能营销传播领域的普及应用,算法偏见、大数据杀熟及“信息茧房”等问题也渐次浮现,算法逐渐开始左右人们的认知习惯和消费偏好,并遮蔽了“算法权力”背后的决策偏见与市场力量。基于此,文章以促进算法推荐技术规范健康发展为目标,聚焦智能营销传播领域,通过剖析算法偏见的成因,多维度审视算法偏见给传统规制理论和实践体系带来的适用困境,进而提出了提升算法透明度与保障用户知情权,建立全方位的问责与监管机制,倡导开放伦理原则下的共同治理模式等具体建议。With the continuous advancement of information technology,algorithm recommendation has been widely applied in various fields.With the popularization and application of algorithms in intelligent marketing communication,problems such as algorithm bias,big data-enabled price discrimination against existing customers,and information cocoons have gradually emerged.Algorithms are gradually influencing people's cognitive habits and consumption preferences,and obscuring the decision-making bias and market forces behind the“algorithm power”.Based on this,the article aims to promote the sound development of algorithm recommendation technology,focusing on the field of intelligent marketing communication.By analyzing the causes of algorithm bias and examining the dilemmas that algorithm bias brings to traditional regulatory theories and systems from multiple perspectives,specific suggestions are proposed to enhance algorithm transparency and guarantee users'right to know,establish a comprehensive accountability and regulatory mechanism,and advocate for a common governance model under the principle of open ethics.

关 键 词：智能营销 算法 算法偏见 伦理规制 

分 类 号：F49[经济管理—产业经济]