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Global Conference 2019

del 12 al 16 de July del 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Instrumental Rationality And Value Alienation:The Critical Investigation Of Precision Marketing In The Era Of Artificial Intelligence

domingo, el 14 de julio de 2019 a las 08:30–sábado, el 13 de julio de 2019 a las 10:00 CST
2 Room 2
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Advertising Education
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

Additional Authors

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