从商业规范到责任担当——电商直播中深度伪造的失范现象与应对策略

From Business Norms to Responsibility—Anomie Phenomenon of Deep Forgery in E-Commerce Live Broadcasting and Coping Countermeasures

摘要: 本研究针对电商直播领域深度伪造技术泛滥所引发的商业失范问题，从技术认识转变、技术短视性和技术善恶边界模糊这三个层面去分析深度伪造技术是如何冲击电商的商业伦理根基的，同时，文章以宏观视角分析深度伪造技术对于消费者、名人、电商产业和社会结构等多方面的影响，深入揭示其引发的伦理困境。文章亮点在于，用马克思主义责任伦理完善约纳斯责任伦理，并依照电商实践进行针对性的剖析，以提出针对性的应对策略。文章认为应强化电商平台监管职责、健全法律法规及推动多元协同治理构建三方面入手，才能有效遏制电商深度伪造乱象，从而推动电商产业的可持续发展。

Abstract: Aiming at the problem of commercial anomie caused by the proliferation of deep forgery technology in the field of e-commerce live broadcast, this study analyzes how deep forgery technology impacts the business ethics foundation of e-commerce from three aspects: the change of technical understanding, the short-sightedness of technology and the blurred boundary between good and evil of technology. At the same time, the article analyzes the influence of deep forgery technology on consumers, celebrities, e-commerce industry and social structure from a macro perspective, and deeply reveals the ethical dilemma caused by it. The highlight of the article lies in perfecting Jonas’s responsibility ethics with Marxist responsibility ethics, and making targeted analysis according to the practice of e-commerce to put forward targeted coping strategies. The article thinks that we should strengthen the supervision responsibility of e-commerce platform, improve laws and regulations and promote the construction of multi-collaborative governance, so as to effectively curb the deep forgery of e-commerce and promote the sustainable development of e-commerce industry.