范惠婷

范惠婷

平台經濟、演算法意識、數位牢籠、數位感知、數據分析

platform economy, algorithm awareness, digital cage, digital perception, data analytics

科技發展推動各式平台興起，透過數據分析與演算法，平台實現
精準營銷，而閱聽人處於無形之數位全景監控，仍愉悅地使用。本研
究透過深度訪談並輔以放聲思考法，探討閱聽人對演算法感知、自主
性與價值評估。本研究指出，閱聽人雖具演算法意識，卻因需求與價
值考量，忽視風險，而被平台收編其自主意識。閱聽人處於數位牢籠
中，然其數位感知與行為，已非關規訓，而是一再循環其數位行為，讓
慣習再結構化，成為有意識但無妨的數位日常。

Technological advancement has given rise to numerous digital
platforms, enabling precise marketing driven by data analytics and
algorithms. Although users operate within an invisible digital panopticon,
they continue to engage with these platforms with enjoyment. This study
explored user awareness of algorithms, perceptions of autonomy, and
evaluations of value by using in-depth interviews supplemented by thinkaloud
methods. The results revealed that although users expressed
algorithm awareness, they prioritized their needs and perceived value over
potential risks, leading to the co-optation of their autonomy by platform
structures. Despite being confined within a digital cage, users’ digital
perceptions and practices reflect a restructuring of habitus rather than
disciplinary control, suggesting they remain aware but unperturbed in their
digital daily lives.