教育智能广告的算法殖民与价值重构:技术赋能下的教学异化及伦理治理研究  

Algorithmic Colonization and Value Reconstruction in Educational Intelligent Advertising:A Study on Pedagogical Alienation and Ethical Governance Under Technological Empowerment

作　　者：张晓曼 林可一 郭文君 吴治霖 Zhang Xiaoman;Lin Keyi;Guo Wenjun;Wu Zhilin(Wuhan University of Technology,Wuhan 430070,China)

机构地区：[1]武汉理工大学,湖北武汉430070

出　　处：《人文与社会科学学刊》2025年第3期40-48,共9页

基　　金：2024年度省级大学生创新创业训练计划创新项目编号:(S202410497238);2023年湖北本科高校省级教学改革研究项目“机器人型信息终端与汉语国际教育教学的深的融合研究与实践”编号:(2023111)。

摘　　要：在数字技术深度渗透教育生态的背景下,教育智能广告的算法殖民机制正在不断侵蚀教育本质。智能广告通过用户画像、多模态生成与场景化植入等技术,实现教育传播数据驱动型跃迁,形成"教育-营销"一体化生态。这一过程中出现的技术异化表现为三重矛盾:算法权力侵占教学主体、数据暴力掠夺隐私,焦虑制造“教育消费主义”。针对此矛盾提出"精准性-教育性-伦理性"三维优化模型,构建包含算法审计框架、教育价值锚定原则与轻量化治理工具包的解决方案,强调通过法律规制穿透式监管、算法透明化改造及社会共治机制重构教育数字生态。突破传统工具理性主导的研究范式,为智能广告批判提供理论透镜,并为数智时代教育伦理治理实践提供创新路径。Amidst the deep permeation of digital technologies into educational ecosystems,the algorithmic colonization mechanisms of educational intelligent advertising are progressively eroding pedagogical essence.Leveraging user profiling,multimodal generation,and contextual embedding technologies,intelligent advertising facilitates data-driven paradigm shifts in educational communication,thereby constructing an education-marketing integrated ecosystem.This process manifests technological alienation through tripartite contradictions:algorithmic power encroachment on pedagogical agency,data violence in privacy exploitation,and anxiety-driven"educational consumerism."To address these conflicts,this study proposes a tri-dimensional optimization framework("Precision-Educationality-Ethicality")and constructs a governance solution comprising an algorithmic auditing framework,educational value anchoring principles,and a lightweight governance toolkit.It emphasizes reconstructing digital educational ecology through penetrative regulatory mechanisms,algorithmic transparency enhancement,and multi-stakeholder collaborative governance.By transcending traditional instrumental rationality paradigms,this research provides critical theoretical lenses for intelligent advertising analysis and innovative pathways for educational ethical governance in the algorithmic intelligence era.

关 键 词：教育智能广告 算法殖民 技术异化 伦理治理 数据隐私 

分 类 号：G434[文化科学—教育学]