Research On The Privacy Issues Of Social Media Users From The Perspective Of Advertising Communication

Since the information revolution,the information technology represented by the Internet has changed with each passing day.It has led the new transformation of social production,promoted the rapid development of the digital economy,and reshaped the advertising communication industry and people’s social life.However,the negative effects brought by information technology become prominent,and user privacy issues are given gradually increasing attention.Therefore,the author reviews the evolution,hot issues and development trend of user privacy research in domestic and foreign social media fileds in the past two decades.Based on bibliometrics theory and computational communication theory,this paper uses scientific knowledge map,text analysis and social network analysis.Citespace,VOSviewer and COOC are used to collect,process and summarize the articles in this field collected from the literature retrieval database of China National Knowledge Network(CNKI)and Web of Science database from 2001 to 2021.Results analysis includes annual publication trend analysis,institution analysis,journal analysis,author analysis,co-occurrence analysis,cluster analysis,theme evolution analysis and other visual analysis.In addition,the author also makes a detailed explanation of the main research themes in the past 20 years.Finally,based on domestic and foreign privacy protection laws,the text of privacy policy of representative social media We Chat and Meta is compared,and some suggestions on privacy protection of social media users are put forward.The results show that in the past two decades,the hot spot research on the application of social media users’ privacy is concentrated,while academic research is scattered.The cooperation among countries,institutions and scholars is relatively infrequent,and no research academic groups have been formed.Research interest has been showing a slow rising trend;In the past two decades,domestic and foreign research in this field has roughly gone through three stages: the early stage of basic concept discussion,the big data stage of the preliminary discussion of social media users’ privacy issues and the in-depth discussion of personal privacy security.Meanwhile,with the continuous development of artificial intelligence,algorithm recommendation and other technologies,the interest game between communication technology and user privacy has become an important issue in the era of big data.The laws and regulations on user privacy protection and user privacy policy of social media still need to be improved.We can learn from the EU,which is relatively mature in privacy protection.With the continuous development of social media enabled by technology in the future,advertising based on social media is also undergoing the transformation of digital intelligence.Advertising is deeply integrated with economics,psychology,computer science,sociology,law,etc.Advertising and privacy will be at opposite ends of the scale.How to break the black box,balance advertising and user privacy,let advertising use legal and compliant data,and increase users’ positive cognition of advertising,is worth further discussion.