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资本·技术·暴力：智能广告话语霸权的生成逻辑

Capital. Technology. Violence: The Generative Logic of Intelligent Advertising Discourse Hegemony

中国新闻评论 / 2024,5(4)：22-27 / 2024-12-03 23 6

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• 作者： 章俊¹      陈肖依²     
• 单位：

  1.湖北大学新闻传播学院，武汉；
  2.重庆大学新闻传播学院，重庆

• 关键词： 智能广告；广告话语；霸权资本；技术暴力
• Smart advertising; Advertising discourse; Hegemony capital; Technology violence
• 摘要： 随着数字技术的蓬勃发展，广告形式、理念得到了全方位的变革。智能广告在诸多因素驱动之下应运而生，对人们在传播互动中的体验产生了深刻的影响。现代商业资本、新兴技术的合谋推动智能广告话语逐步演化成为一种隐藏着强大主导性霸权的话语，通过对消费者意志、观念和行为的操纵，导致隐形奴役、视听暴力、欢愉欺骗、隐私侵犯等诸多暴力问题。本文将从批判的视角出发，对智能广告话语霸权的生成逻辑进行探讨和反思。
• With the rapid development of digital technology, the form and concept of advertising have undergone all-round changes. Intelligent advertising came into being under the impetus of many factors, which has a profound impact on people’s experience in communication and interaction. The collusion of modern commercial capital and emerging technology has gradually evolved the discourse of intelligent advertising into a hegemonic form that hides a strong dominance. By manipulating consumers’ will, ideas and behavior, it has caused many violent problems such as invisible slavery, audio-visual violence, deceptive pleasure and privacy invasion. This paper will discuss and reflect on the generation logic of the discourse hegemony of intelligent advertising from a critical perspective.
• DOI： https://doi.org/10.35534/cnr.0504003
• 引用： 章俊，陈肖依．资本·技术·暴力：智能广告话语霸权的生成逻辑［J］．中国新闻评论，2024，5（4）：22-27.