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计算宣传的模式迭代:从2016年美国大选到2022年俄乌冲突

文章摘要

2016年的美国总统大选和2022年的俄乌冲突中均发现了大量计算宣传的痕迹,多方涉事主体通过大数据精准传播、虚假信息扩散、社交机器人自动化传播、虚拟现实等手段开展了密集的信息干预和情感操纵。本研究对比了两个事件中计算宣传的具体手段与方式,总结了智能化时代计算宣传的基本模式和迭代规律。2016年美国大选,大数据用户分析模型和自动化算法分发相结合的计算宣传模式初具雏形,实施效果获得经验证据的支持。2022年俄乌冲突中,以数据驱动的智能传播为新特点的舆论战将计算宣传的必要性和影响力充分凸显出来,计算宣传的模式发生迭代,走向体系化、武器化、自动化。计算宣传的模式迭代正从底层机制和经验证据上回应智能传播时代到来传播技术和传播范式的演进趋势。

Abstract

Substantial signs of computational propaganda were discovered in the 2016 US presidential election and the 2022 Russia-Ukraine conflict. Multiple stake-holders have implemented intensive information interference and emotional manipulation in a series of ways,including big data micro-targeting,dissemination of misinformation,automated communication by social robots,virtual reality and so on. This study compared the specific strategies and means of computational propaganda in the above two events,and summarized the basic principle and the iteration pattern of computational propaganda in the era of intelligent communication. In the 2016 US presidential election,the primary strategies of computational propaganda emerged based on the combination of user analysis with big data and information distribution with automated algorithm. Substantive empirical evidence confirmed the effects of these strategies. In the 2022 Russia-Ukraine conflict,data-driven intelligent communication signified a new paradigm of public opinion warfare,and thus the necessity as well as the impact of computational propaganda were underscored therefore. The pattern of computational propaganda turned to systematic,weaponized,and automated ways. With the implication of underlying mechanism and empirical evidence,the iteration of pattern of computational propaganda responded to the transformation tendency of communication technologies and paradigms.

作者简介
刘洋:刘洋,中山大学传播与设计学院副教授、中山大学互联网与治理中心研究员、中山大学粤港澳发展研究院研究员。