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Instrumental Rationality And Value Alienation：The Critical Investigation Of Precision Marketing In The Era Of Artificial Intelligence
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Critical/Cultural Studies
Online Communities
Abstract
Precision marketing integrates consumers, media and brands into an abstract advertising algorithm system in the era of artificial intelligence, having completed its scientific construction based on the rationality of technology, which let the professional value of advertising slowly become alienated in the obsession of instrumental rationality. This article is based on critical research position, investigating the technical rationality and operation system of precision marketing in the era of AI systematically, and reflecting the professional value of advertising critically. Research had an insight into the internal logic and external conditions of precise marketing to complete its scientific construction, rethinked profoundly the technical rationality behind the logic of precision marketing, examined the value alienation of precision marketing in consumer relationship, brand value and advertising effect, and revealed the game of power relations and professional value planning behind the booming of precision marketing.
First & Corresponding Author
Qingyuan Lv, School of advertising, Communication University of China
Authors in the order to be printed.
Qingyuan Lv