Research On The Ethical Anomie And Governance Path Of Computational Advertising From The Perspective Of Agenda Setting

With the development of big data and artificial intelligence technology,computational advertising based on data and algorithms has realized the accurate matching of people and goods in advertising communication,and has become a leading topic in the development of advertising industry.However,due to the over-esteem of technology in computational advertising,the ethical issues of computational advertising have become increasingly prominent,and become a difficult problem to be solved in the in-depth development of computational advertising.Through research on the agenda of computational advertising communication,this article finds that the ethical issues of computational advertising mainly manifest as blind adherence to data indicators,deviation from symbolic reality in algorithm construction,infringement of individual rights,data monopoly,infringement,and commercial fraud.At the same time,the ethical issues of computational advertising have strong concealment and delay.The main reasons for the ethical problems of computational advertising are the imbalance between the economic interests and social responsibilities of the media subjects,the barriers built by the media with data and algorithms,the deviation of the construction of symbolic reality caused by data bias,the weakness of mass media literacy and awareness of rights,and the absence of third-party supervision.The governance of the ethical issues of computational advertising needs to start with the three main bodies of communication activities: the third party,the media platform and the audience,and avoid the amplification effect of the neutral algorithm on data bias,and avoid the collective evasion of ethical issues caused by the separation of powers and responsibilities of each body by promoting the construction of the concept of social responsibility consistent with rights and responsibilities,strengthening the judicial practice rules,implementing the hierarchical management of privacy information,and cultivating the awareness of rights of the audience;At the same time,with the help of computational advertising to strengthen the dissemination of ethical anomie issues,brand public opinion forms the force of third-party agency supervision.Guided by the agenda-setting theory,this paper conducts a qualitative study of the performance,causes and governance path of the ethical anomie of computational advertising through in-depth analysis of the communication agendas in the communication activities of computational advertising,combined with the literature of relevant studies and relevant industry practice cases,with a view to providing some help for the ethical practice of computational advertising,promoting the further development of computational advertising,and reducing the impact of ethical anomie on individuals The adverse impact of the society will promote the development of the advertising industry.