Social media ethics in the data economy: Issues of social responsibility for using Facebook for public relations
数据经济中的社交媒体伦理：使用 Facebook 进行公共关系的社会责任问题
Author: Candace L. White（坎代斯·L·怀特）、Brandon Boatwright（布兰登·博特赖特）
Source：《Public Relations Review》2020 Volume46 Issue5
Abstract: The rapidly-evolving data economy based on surveillance capitalism raises new issues of ethics and social responsibility for public relations practice and scholarship. Understanding the business model of companies like Facebook, that sell algorithmic-driven, micro-targetable profiles of individuals, is necessary in order to consider consequences of using social media to communicate with audiences. This critical essay examines the operating model and deceptive communication strategies of Facebook Inc., and considers how the use of algorithms and artificial intelligence impacts stakeholders. Ethical frameworks explicated by previous scholars to assess standards of the profession are used as a theoretical lens to consider the social responsibility implications of using Facebook for public relations. The social media environment is changing quickly, which calls for consideration of unintended impacts.
文摘：基于监控资本主义且快速发展的数据经济，为公共关系实践和学术研究引发了有关伦理与社会责任的新问题。为了考量使用社交媒体与受众沟通的后果，有必要理解像 Facebook 这类公司的商业模式，即出售算法驱动的、可进行微观定位的个人画像。这篇批判性文章审视了Facebook公司的运营模式和欺骗性传播策略，并探讨了算法和人工智能的使用如何影响利益相关者。先前学者阐述的用于评估行业标准的伦理框架被作为一种理论视角，用以考量利用Facebook进行公共关系活动的社会责任意涵。社交媒体环境瞬息万变，这要求我们要关注其带来的非预期影响。
Keywords: social media ethics; algorithms; surveillance capitalism; Facebook
编译：任艳林、刘鑫
