Research On The Impact Of Recommendation Algorithms On Publicity Of Mass Media

In recent years,recommendation algorithms have been used widely as a media technology,which is profoundly changing all aspects of the media industry and affecting the publicity of the media.The publicity of media is an attribute that media serves the public interest.It means that the media should uphold the values of openness,public welfare,equality,neutrality and criticality in the process of content production and dissemination.However,the recommendation algorithms'instrumental shows the market logic.There is an unavoidable conflict between them.Therefore,the relationship between them needs to be examined from an objective and critical perspective.Firstly,this article analyzes the connotation of media publicity,and summarizes its meaning and practical principles.Secondly,it summarizes the values and dissemination characteristics of the recommendation algorithms by using the empirical research method.Based on quantitative analysis,this paper analyzes the impact of recommendation algorithms on the publicity of mass media.Finally,to solve these problems of recommendation algorithms,this paper proposes regulatory strategies for it from these four aspects,which are media value,technology optimization,government supervision and media literacy.After analysis,it is found that the instrumentally rational recommendation algorithms will reduce the value of mass media.Emotional communication and group polarization will weaken the criticality and rationality of public opinion.The pseudo neutrality of the algorithm makes the media more easily to be influenced by political power and commercial factors.Algorithmic discrimination may increase media bias and public stereotypes,while the popularity-oriented information dissemination will increase the inequality of media discourse power.To deal with these problems,we can regulate algorithm recommendation technology by enhancing humanistic value,strengthening government supervision,improving media literacy and so on,in order to promote the combination of human value and technical efficiency,and strive to create a healthy and orderly media environment.