{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"d6c4d009-0231-45d0-bf15-f2c76c35335c","title":"数字工厂","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787523600474","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"d6c4d009-0231-45d0-bf15-f2c76c35335c","id":"d6c4d009-0231-45d0-bf15-f2c76c35335c","uuid":"d6c4d009-0231-45d0-bf15-f2c76c35335c","title":"数字工厂","normalized_title":"数字工厂","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787523600474","isbns":["9787523600474"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":281,"navigation_url":"https://workshop.closeclaw.top/ai/book/d6c4d009-0231-45d0-bf15-f2c76c35335c","title_url":"https://workshop.closeclaw.top/ai/title/%E6%95%B0%E5%AD%97%E5%B7%A5%E5%8E%82","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/d6c4d009-0231-45d0-bf15-f2c76c35335c/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/d6c4d009-0231-45d0-bf15-f2c76c35335c/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/d6c4d009-0231-45d0-bf15-f2c76c35335c","page_url":"https://workshop.closeclaw.top/api/ai/books/d6c4d009-0231-45d0-bf15-f2c76c35335c/page","search_url":"https://workshop.closeclaw.top/api/ai/books/d6c4d009-0231-45d0-bf15-f2c76c35335c/search"},"page":{"printed_page":178,"pdf_page":182,"physical_index":182,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"de6e4a1d76a0d1cc960ca9178a547e9cf3284e6a73efb51a32b4acccfac56fc9"},"chapter":"第4章隐形的工厂：社交媒体","content":"与传统广告销售的主要区别在于，脸书和谷歌可以提供精准的目标。通过从用户身上搜集年龄、性别和地理位置等基本因素，以及兴趣和行为等更加精确的指标，广告可以面向客户精准投放。脸书还能通过用户与平台的互动以及跟踪用户在平台之外的在线活动来收集数据。脸书不仅能够收集和储存大量数据，还能构建个人用户的精确档案。根据既定标准将用户分为不同的群组之后，这些用户的信息偏好就可以被销售给广告商。\n\n脸书每月至少有25亿用户访问，是全球最大的社交媒体平台。除了facebook.com，公司还收购了其他几家大众媒体公司，比如信使服务 WhatsApp 和社交网络Instagram。这两家公司每月的活跃用户都超过了10亿。尽管这些平台都有电脑版本，但手机应用程序是如今最重要的使用形式，占广告收入的绝大多数。考虑到不同的品牌、网站和手机应用程序，大卫·尼博格（David Nieborg）和安妮·赫尔曼德（AnneHelmond）提出将公司理解为“数据基础设施”，里面承载了各种“平台实例”。①基于这种概念，他们将注意力转向了品牌和应用程序的生态系统，以及让脸书成为日常生活重要基础设施的尝试。脸书、Alphabet旗下的谷歌搜索和YouTube不仅是全球访问量最大的网页，而且正逐渐成为日常生活中重要的基础设施。它们不是平台的副产品，反而是平台战略和政治经济的核心。这种发展意味着一种批判性的分析形式，从平台的基础设施开始，了解平台本身作为现代网络世界社会基础设施的一部分。\n\n1数字工厂\n\n① Nieborg and Helmond, \"The Political Economy of Facebook's Platformization in the Mobile Ecosystem.\" 199.\n\n178","previous_page":177,"next_page":179}