电商平台算法推荐机制对传统文化传播的影响研究

Research on the Impact of E-Commerce Platform Algorithm Recommendation Mechanisms on Traditional Cultural Dissemination

摘要: 随着电商平台算法推荐机制的广泛应用，其在传统文化传播中呈现出显著的双重影响。本文系统分析了该机制通过精准触达、形式创新与市场激活等方式对传统文化传播的积极作用，同时揭示了其可能导致的文化窄化、信息茧房、商业侵蚀与符号误读等异化风险。研究从技术逻辑、文化实践与社会效应多维度出发，提出应通过政策规制、算法优化、多元协同与价值引导等路径，构建更加均衡的算法治理体系，以推动传统文化在数字时代的健康传播与可持续发展。

Abstract: With the widespread application of algorithm recommendation mechanisms in e-commerce platforms, they have exerted significant dual influences on the dissemination of traditional culture. This paper systematically analyzes the positive roles of these mechanisms in promoting traditional cultural dissemination through means such as precise targeting, form innovation, and market activation. Meanwhile, it reveals potential alienation risks, including cultural narrowing, information cocoons, commercial erosion, and symbolic misinterpretation, that may arise from such mechanisms. Starting from multiple dimensions—technological logic, cultural practice, and social effects—the study proposes constructing a more balanced algorithm governance system via paths such as policy regulation, algorithm optimization, multi-party collaboration, and value guidance. This aims to facilitate the healthy dissemination and sustainable development of traditional culture in the digital era.