雖然有意識，但無妨：數據分析與平台經濟下閱聽人數位感知分析

Aware but Unperturbed: Digital Perception of Data Analytics and the Platform Economy Among Platform Users

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 think-aloud 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.