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当前,推特、脸书、微博等中外社交媒体已经成为娱乐传播的主场域。社交机器人颠覆了以"人"为主参与的娱乐传播规则,以"机器"逻辑来改变传播生态。本文从社交机器人颠覆社交媒体空间娱乐传播的现状出发,围绕恶意机器人操纵水军、模拟人类行为、利用数据空洞(data void)和社交媒体"弱连接"的特性和渗透用户群体、扰乱娱乐传播链条的策略以及技术逻辑进行了探讨,提出应从规范市场竞争机制、提升平台治理能力、提高公众"机器人素养"、正确利用社交机器人、调动积极社会效应等方面思考应对机制。
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②参见:《蔡徐坤1亿转发量幕后推手“星援app”被端》,新京报,https://baijiahao.baidu.com/s?id=1635953992336529922,2019年6月10日。
③参见:《金数据盛典揭露流量本质:蔡徐坤无效声量高达73%》,艾漫数据,http://www.ai-man.cn/observe/newsDetail/5c45c6c6368913566a007c2a.html,2019年1月21日。
④参见:《各大明星的“水军”力量被曝光,娱乐圈的水深不见底》,钛媒体,https://www.tmtpost.com/2582668.html,2017年3月17日。
⑤参见:《高级“水军”来了?机器人可模仿人类进行评论》,环球网,https://m.huanqiu.com/article/9CaKrnK52kr,2017年9月4日。
⑥参见:《明星买水军实锤?肖战、蔡徐坤数据暴跌十几万,孟美岐更尴尬》,搜狐网,https://www.sohu.com/a/417947697_100213728,2020年9月2日。
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⑧参见:Bot Makers Loved the Last Jedi Discourse So Much They Decided to Politically Influence It:Fandom Disputes Are the New Presidential Election,The Verge,https://www.theverge.com/2018/10/2/17927696/star-wars-the-last-jedi-russian-trolls-bots-study,2018年10月2日。
⑨参见:This “Social Media” App Full of Bots Constantly Complimenting You is Intensely bizarre,Mashable,https://mashable.com/article/botnet-social-media-app/,2020年2月12日。
(10)参见:《整治职业黑粉乱象,网络平台不能袖手旁观》,半月谈网,http://www.banyuetan.org/jrt/detail/20200111/1000200033 134991578703052070478858_1.html,2020年1月11日。
(11)参见:《蔡徐坤1亿转发量幕后推手“星援app”被端》,新京报,https://baijiahao.baidu.com/s?id=1635953992336529922,2019年6月10日。
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(16)参见:[日]东浩纪《游戏性写实主义的诞生:动物化的后现代2》,黄锦容译,台北:唐山出版社,2015年,第50页。
(17)上述观点参见:Barojan D.Understanding Bots,Botnets and Troll,International Journalists' Network,https://ijnet.org/en/story/understanding-bots-botnets-and-trolls,2018年11月13日。
(18)参见:《优酷宣布关闭前台播放量以热度指数代替原指标》,人民网,http://it.people.com.cn/n1/2019/0119/c1009-30578194.html,2019年1月19日。
(19)参见:《广电总局试运行收视综合评价大数据体系根治收视率造假》,人民日报,https://baijiahao.baidu.com/s?id=1621019596541829145,2018年12月27日。
(20)参见:《社交机器人、深度伪造……当假新闻生产传播智能化,我们如何应对?》,大众网,http://culture.dzwww.com/gdxw/202003/t20200303_5186474.htm,2020年3月3日。
基本信息:
中图分类号:G206;C912.63
引用信息:
[1]何苑,赵蓓.社交机器人对娱乐传播生态的操纵机制研究[J].西南民族大学学报(人文社会科学版),2021,42(05):167-173.
2021-05-10
2021-05-10