内容平台信息操纵的内在逻辑与作用机理  

The Internal Logic and Mechanisms of Information Manipulation on Content Platforms

作　　者：李桂华[1] LI Gui-hua(School of Public Administration,Sichuan University,Chengdu,Sichuan,610061,China)

机构地区：[1]四川大学公共管理学院,四川成都610061

出　　处：《西华大学学报(哲学社会科学版)》2025年第3期1-14,F0002,共15页Journal of Xihua University(Philosophy & Social Sciences)

基　　金：国家社会科学基金项目“互联网内容平台信息操纵及其对用户信息行为的影响研究”(项目编号:22BTQ043)。

摘　　要：内容平台是数字时代信息操纵的重灾区,已成为当前互联网治理的核心议题之一。内容平台信息操纵是其产品逻辑演化的产物,内容平台历经从“以人为本”“内容为王”到“流量逻辑”的服务逻辑变迁,基于其庞大内容资源和关系资源,在技术加持下通过信息资源服务活动进行信息操纵。流量逻辑下,剥夺用户的信息行为控制权成为内容平台信息操纵的直接目的,内容平台与用户间“服务者与被服务者”的关系被异化。内容平台信息操纵之所以深刻影响社会信息秩序,是因为其通过作用于每一个用户个体来影响信息流向,乃至整体信息生态,包括会对用户的感知、行为、认知、决策等四个层次产生多重影响。因此,有效治理内容平台信息操纵需要着眼于平台对用户的多重作用,在解析平台技术黑箱基础上展开。Content platforms have become the epicenter of information manipulation in the digital age and a core issue in current internet governance.Information manipulation on content platforms stems from the evolution of their product logic,transitioning from service philosophies of"user-centricity"and"content supremacy"to a"traffic-driven logic".Leveraging their vast content resources,re-lational networks,and technological empowerment,these platforms engage in information manipulation through resource allocation and service activities.Under the traffic-driven paradigm,depriving users of control over their information behaviors has become the direct objective of such manipulation,distorting the original"service provider-user"relationship.The profound societal impact of content platforms'information manipulation lies in its ability to reshape information flows and the broader information ecosystem by targeting individual users.This manifests across four dimensions—perception,behavior,cognition,and decision-making—exerting multilayered influence.Effective governance of platform information manipulation must therefore focus on these multidimensional impacts,requir-ing systematic deconstruction of platform technological black boxes as a foundational step.

关 键 词：内容平台 信息操纵 流量逻辑 信息行为 

分 类 号：G203[文化科学—传播学]