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中英对照:只有禁止脸书和谷歌广告,新闻业和族裔媒体才得以生存和发展

Only by banning tech giants’ advertising model can journalism survive and thrive
来源: 大中报 南茜(Nancy Jin)
 
 
在新冠疫情给新闻媒体行业再次带来经济重创的今天,谷歌和脸书的生意却如日中天。随着两大公司的广告销售机开足了马力,谷歌2020年第二季度以59%的利润涨幅再创新高,尽敛数代人无法企及的巨额财富。同时,媒体行业的广告收入却一落千丈,各大报刊被切断了财务来源,靠广告收入支撑的族裔媒体更是奄奄一息。

Google and Facebook have raked it all in again in the pandemic economy as the news media industry suffers a severe financial blow. With its advertising machine running into full throttle, Google’s profits in the second quarter soared by a stunning 59%, breaking another record and generating wealth at a level not seen in generations. Meanwhile, advertising revenues for news publishers have been in downward spirals, which has devastated the newsrooms and threatened the survival of ethnic media – where advertising is the sole income. 

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谷歌和脸书两大广告巨头卷走了大部分新闻行业赖以生存广告收入。两大公司拥有的高科技把这个高达几十个亿的广告市场闹得个天翻地覆,通过敛集数据而量身定做的目标广告创造了纸媒无法比拟的成本功能效应,令市场营销业惊诧不已。广告商们趋之若鹜,毅然抛弃了服务其数十载的纸媒,在谷歌和脸书提供的数字空间内流连忘返,抢占宝贵的一席广告之地。而两大广告巨头也乘胜追击,大笔花销上百亿,一举收购了几百家广告公司,令传统新闻行业绝无喘息之机,毫无缚鸡之力。
 
Google and Facebook have hoovered up most of the news industry’s advertising dollars, starving the traditional news outlets that rely on selling ad space. The technology in their possession has done wonders to the multi-billion dollar advertising markets. Its data surveillance practices and targeted ad schemes provide the most effective results at the lowest cost that advertisers could ever dream of and that the print media can never deliver. Advertisers switch to digital marketing in droves and at a heartbeat, eagerly bidding for the coveted space controlled by the tech giants and abandoning the newspaper industry altogether. Tens of billions of dollars’ spending spree on buying up hundreds of advertising companies has allowed the two tech giants to attain complete domination in the advertising world, leaving the traditional news industry helpless and defenseless.
 
在这场谷歌和脸书掀起的广告变革中,族裔媒体是最大的受害者。以母语服务于移民社区的族裔媒体曾是主流社会沟通族裔群体的理想平台。加国各大公司,各派政党和各级政府都曾纷纷以顶级价格购买族裔媒体的主要广告位置,以吸引消费者,赢得族裔选民,并传播来自国会山庄的信息。
 
Ethnic media is among the most significant casualties in the changing advertising landscape. Serving the immigrant community in their native languages, they had been the ideal platforms for the mainstream society to reach out to ethnic group members. From corporate Canada to the political parties and governments, Canadian institutions had all purchased newspapers’ prime spots at a premium rate to woo consumers, win voters, and spread messages from Parliament Hill. 

 
两大高科技公司创造的广告神话使利润丰厚的广告订单一夜间从族裔媒体平台上消失殆尽。在2016年推出了“数媒优先”政策后,联邦政府对算法驱动的目标广告青睐有加,并踊跃参与,大幅购买。2018年,联邦政府在脸书上的广告花费高达$570万元,占全年广告支出的14%,而在所有纸媒报刊上的广告支出仅为$57万元,仅为脸书的10%。联邦政府在身居媒体行业底层的族裔媒体支出几乎为零!
 
But the lucrative insertion orders have disappeared altogether since the emergence of the advertising paradise – online ad space controlled by Facebook and Google. Two years after adopting the digital-first policy in 2016, Ottawa had aggressively embraced algorithm-driven ad buying. In 2018, it spent $5.7 million, or 14 percent of the advertising budget on Facebook alone, leaving a tiny portion of 1.4%, or merely $0.57 million to the entire print industry. Federal ad spending on ethnic media – which sat at the bottom of the industry rungs—reduced to almost nothing.

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但是这种一味追求点击量和用户购买率的商业模式存在着无法消除的弊端,虚假新闻和仇恨言论在社交媒体甚嚣尘上,并一跃成为最热闹最受欢迎的网络景点。随着两家广告巨头赚的体满盆满,质量低俗,不实信息在网上泛滥成灾,嵌入脸书的虚假页面里,并显现于以为盈利为目的的谷歌搜索屏幕中。随着这场虚假信息制造的网络噩梦的升级,大选被左右,社会现分裂,独立新闻遭威胁,民主社会被动摇。
 
However, under a business model that engages users’ clicks, shares, and purchases, the click-bate content – from fake news to hate speech—has soared into the greatest fanfare on social media platforms. As big tech continue to fatten their purse and rake in large sums, low quality and fraudulent information has festered online – embedded in phony Facebook pages and the profit-driven Google search results. The online misinformation nightmare has increasingly influenced elections, created a polarized society and threatened independent journalism, leaving democracy in peril.

 
且两大广告巨头的数据疯狂敛集行动是对用户隐私的极大侵犯。他们的智能算法会派出上百万个自动追踪器跟踪用户的每一次点击和操作,随时随刻地侵犯我们的隐私,使网络系统沦为其监视的工具。但谷歌和脸书并不就此善罢甘休,通过收集数据而制造的广告来刺激我们的消费欲或煽动我们心中不满,以进一步操纵,控制我们的行动和情感来达到出售更多广告的目的。
 
Big techs’ voracious data collection practices impose the greatest threats to user privacy. The algorithms send millions of trackers to stalk user clicks and actions and ubiquitously hack our personal private lives, turning the internet into a surveillance state. AI technology steps up the game by creating ads aimed to manipulate our behavior, fueling our buying impulses, or inflaming our rage and anger.  
 
国际社会日益认清了两大广告巨头的贪婪和对民主社会的毁灭效应,并纷纷采取行动遏制其日益增长的影响力。渥太华开始制定规管条例保护用户隐私,美国政府也对其发起反垄断诉讼以消弱其广告影响力。全球著名公司,从可口可乐,星巴克咖啡,到福特汽车制造都纷纷撤离了社交媒体这一广告平台。
 
Waking up to the advertising giants’ greed and its destructive trend, the global community has started to curtail their influence actively. While Ottawa began to adopt regulations to protect personal privacy, the US government has launched anti-trust lawsuits to weaken its enormous advertising power. Advertisers worldwide – including Coca-Cola, Starbucks, and Ford have decided to abandon social media advertising in droves. 
 
作为健康民主社会之基石的新闻业需要稳定的收入来扶持。只有迫使两大科技巨头放弃这一利润丰厚但手段极为恶劣的广告商业模式,才能使广告收入重新流向新闻媒体行业,编辑室才能 重展新闻业之雄风,族裔媒体才能得以独立地生存和发展。
 
The Journalism, the pillar for a vibrant and healthy democracy, needs a sustainable revenue source to support. Only by banning tech giants’ highly lucrative but fundamentally corrupted advertising model can money flow back to the news media industry, allowing the newsroom to fulfill its journalism responsibilities and the Chinese language media to regain its lost independence. 
 
    

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