Eliminate the chaos and let the webcast set sail
In the Guaiyaomei Tujia brocade base in Wulingyuan District, Zhangjiajie City, brocade workers used an online platform to demonstrate the process of making Tujia brocade. Xinhua News Agency
【spotlight】
In recent years, the webcast industry has developed rapidly, and it is gradually becoming the main way for some netizens to entertain and entertain. During the new crown pneumonia epidemic, live streaming has become more popular, and the number of users covered by webcasting has exceeded 560 million. However, the blowout-style webcast format has also increased the probability of chaos. How to make the webcast achieve standardized development while the blowout is an urgent problem to be solved.
In response to this, the National Cyberspace Administration and other departments have carried out special rectifications on the live broadcast industry. In the past two months, various departments have dealt with 158 illegal and illegal live broadcast platforms, listed and supervised 38 key live broadcast cases, and urged the platforms to clean up harmful accounts and information. A batch of illegal and illegal network anchors were banned, and the legal nature of live streaming as a platform and anchors to perform service contracts was clarified. Today, when webcasting and public life are getting closer and closer, only by thoroughly rectifying all kinds of chaos in it can webcasting empower the people to live a better life.
Technology empowers huge room for development in the live broadcast industry
Case: As more and more people enter the digital life brought about by information technology, all kinds of live broadcasts in the cultural field are becoming increasingly popular. A few days ago, during the 10th Jiangsu Book Fair, many writers such as Shen Shixi and Han Qingchen walked into the live webcast room to recommend good books to book fans and interact with them in real time "on the cloud". It is reported that this live broadcast session has attracted millions of viewers. The writers and editors of the airborne live broadcast room also appreciated the live broadcast. They believed that this was a supplement to the book fair’s live activities, breaking the limitation of space and giving They provided opportunities to "meet" with more netizens.
The development of China's live broadcast industry has a budding period, ushered in an outbreak period, and there is also a stable period. Overall, the development of the live broadcast industry is moving forward steadily.
According to industry insiders, the earliest Internet live broadcast in China originated in 2005, and most of them were "show live broadcasts", that is, "singing and dancing chat rooms." After 2014, with the rapid development of mobile Internet and artificial intelligence technology, the live broadcast industry has ushered in the most rapid development period. Whether it is games or music, whether it is education or food, a variety of live broadcast formats have greatly expanded the live broadcast industry. Borders.
According to the data from the 45th "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center, as of March 2020, the number of online live broadcast users in China has reached 560 million, accounting for 62% of the total netizens. Among them, the pan-entertainment live broadcast industry The number of mobile users exceeds 150 million. In addition, it is expected that in 2020, the market size of the live broadcast service field of Chinese enterprises will exceed 5 billion yuan, an increase of 150% year-on-year. By 2024, the market size will reach 19.129 billion yuan, and the industry has huge room for development.
"Different from live TV and radio live broadcasts in traditional media, web live broadcasts have become lower and lower with the development of Internet technology. This is also the main factor for the rapid rise of various live broadcast platforms to occupy the market at the fastest speed." Hua researcher Yan Sufei said that the webcast is not restricted by time and space, it can be broadcast anytime and anywhere, and it can interact with netizens in real time, so the audience of the webcast is huge.
However, precisely because of the low threshold and low entry, there are also a lot of unevenness in the live broadcast industry. Guo Xinru, a researcher at the Yangtze River Delta Cultural Industry Development Research Institute of Nanjing University, said that with the advancement of digital economy and technology, China’s webcasting platform has developed rapidly. Its pan-entertainment and strong interactivity have made it attract more and more users. The temptation of interest and social prestige has also caused obvious distortion and anomie in the content released by some webcast platforms. It is urgent to standardize the management of webcast platform content.
A few days ago, the National Cyberspace Administration and other 8 departments jointly held a work deployment meeting to redeploy the in-depth promotion of special rectification and standardized management of webcasts, promote the research and formulation of standards for the classification and classification of anchor accounts, improve the cultural quality of the live broadcast platform, and guide users to reward rationally , Regulate the delivery behavior of anchors, and promote the high-quality development of the webcast industry.
"As a member of a large number of unknown anchors, my own live broadcasts are usually based on acting talents, but the audience is often very small." Feng Chong, the anchor of Douyu's live broadcast platform, said that some anchors are attracted only by their weird behaviors. "Traffic" can be recommended by the platform, which lacks the stamina for sustainable development.
Zhu Wei, deputy director and associate professor of the Communication Law Research Center of China University of Political Science and Law, pointed out that adults can make rational judgments and block them in time for some vulgar live content. However, for young people whose values and outlook on life have not yet fully formed, the adverse effects may be greater. The platform should further strengthen and strictly implement management, resolutely say no to bad anchors, optimize background algorithms and recommendations, guide users to pay more attention to positive and healthy cultural content, and stop anchors' anomie behavior from the source.
Frequent chaos, don’t let live broadcast bring goods into "cause"
Case: "The roses I saw on the live broadcast were very full, bright and watery. I didn't expect that when they were sent to my home, not only did the flowers wilt, but many of them also appeared to rot." Recalling the purchase on a live streaming platform in May Liu Yu, who lives in Shanghai, was full of anger. “It was on the eve of '520'. Originally, the roses were mailed directly to his girlfriend. After doing this, the festive atmosphere was destroyed in an instant.” Among the goods, there are still many customers like Liu Yu. Although the flower supplier promises to compensate consumers 100% after coordination, this kind of consumption experience makes more attracted by the live broadcast and ready to try. Of consumers maintain an objective and rational wait-and-see attitude.
Affected by the epidemic, the popularity of live streaming in 2020 has exceeded many people's expectations. From the joining of celebrities from all walks of life, to the joining of a large number of entrepreneurs and officials, to the competition of Taobao, JD.com, Kuaishou and Douyin, live streaming has become the biggest "outlet" in 2020.
The number of viewers in a single show exceeded 10 million, the products went online in "seconds", and the turnover in the opening tens of minutes exceeded 100 million yuan...From the beginning of selling food and daily necessities, it expanded to cars and houses to the live broadcast of local products during the epidemic. Bringing goods quickly enters our lives with thunder, and live streaming has become a "new magic weapon" for e-commerce marketing and promotion.
However, at the same time as it is hot, problems such as frequent rollovers, constant fakes, fraudulent sales, doubtful quality and no after-sales problems have emerged one after another, which seems to bring live broadcasts to the forefront. At present, in some domestic e-commerce professional consumer dispute mediation platforms, there are many complaints about live delivery of goods. Among them, on the Sina Black Cat complaint platform, searched for the keyword "anchor" complaints, and the number of complaints was nearly 2,000. The problems mainly focused on false propaganda, the sale of fake goods, returns and exchanges, and after-sales issues.
"I have many years of online shopping experience on Taobao, JD.com and other e-commerce platforms, but until now, I still stay away from live streaming." Zhang Qingnan, a 26-year-old graduate student at Communication University of China, said that the transaction process of live streaming includes not only anchors but also merchants. There are also suppliers, this kind of intricate relationship always feels like a "one-shot deal."
Recently, the China Consumers Association released the "618" consumer rights protection public opinion analysis report, which mentioned that the problems of live streaming delivery mainly focused on the following aspects: live streaming delivery merchants failed to fully fulfill the obligation to disclose license information; some anchors, especially " The "star anchor" is suspected of having illegal publicity issues during the live delivery process of promoting product efficacy or using extreme words; product goods are not on the board, platform anchors peddling "three no" products to netizens, etc.
According to Qiu Baochang, an expert on the Expert Committee of the China Consumers Association, the nature of live streaming is advertising. If a network anchor recommends unused products to consumers, the network anchor should bear direct responsibility if a dispute arises. If the webcaster is both the spokesperson and the operator, in the process of live-streaming the goods, the transaction volume is falsely marked and the product is exaggerated, causing consumers to consume impulsively. The administrative agency can impose different amounts of fines on the actual illegal situation. If the quality of the goods promoted is not up to standard and consumers have problems after purchase and use, they can require network anchors and commodity producers and operators to bear corresponding compensation liabilities in accordance with relevant laws and regulations.
"Currently, there are indeed many problems in the live streaming of goods. Some of these chaos have violated the public order and good customs of the society, and have brought negative value orientation, making the live streaming of goods into a "cause"." Qiu Baochang said, for the industry itself Said that this kind of chaos will cause the loss of users and the deviation of industry development, which will affect the long-term development of the industry.
Cross-border "out of the circle" to enhance the competitive advantage of mainstream culture in live broadcast
Case: This year's Tomb-sweeping holiday, the Palace Museum, which was closed, conducted a live webcast for the first time in collaboration with multiple media. It is understood that there were three live broadcasts in the Forbidden City, with a total of more than 430 million views on the entire network, of which about 190 million were broadcast and the total number of topic discussions was about 240 million. Zhang Yue, a Beijing citizen who watched the live broadcast, said that the museum has a lot of dry goods and infectious topics, and some precious scenes are even rarer, so she set aside time early to wait for each live broadcast.
Wang Xudong, Dean of the Palace Museum, pointed out that this is the first time the Forbidden City has tried to present its spring, architecture and ethereal beauty to the audience in the form of a live broadcast. Compared with the usual crowds, this live broadcast also allows many people to see the rare side of the Forbidden City. , I hope that the audience will enter the Forbidden City through the Internet, understand the excellent Chinese traditional culture carried by the Forbidden City, and draw the power of culture.
"Looking back at the development of the webcast industry in the past two years, if you use a keyword to summarize it, I think it's'out of the circle.' The original live broadcast with a relatively fixed audience is known to more and more people." Deputy General Manager of KK Live Broadcast Du Hanjun said that nowadays live broadcasting is not just a post-dinner talk, but also goes deeper into everyone’s life. "Live + education", "live + travel", "live + sports", "live + e-sports"... The future brings more possibilities.
With the comprehensive popularization of technology and the participation of all walks of life, today's webcast has entered a critical period of development. How to make the content more disseminating is a question that every practitioner must think about. Zhang Xiaohong, a professor at Communication University of China, believes that from the rise to the blowout, the live broadcast industry only took three years. However, with the passage of time, the live broadcast industry has a wider range of choices, and some traditional businesses and institutions have also appeared one after another, and the industry is facing a deep reshuffle.
Guo Xinru pointed out that the webcast room not only has personal attributes, but also public attributes. From this perspective, the anchor is also a public figure, and his words and deeds will have a great impact. Relevant departments should issue a series of policies and regulations to regulate network anchor platforms, and clearly define the categories of illegal content. Guide and support the production of high-quality content, and improve the information monitoring and tracking capabilities of the live platform content. Supporting and rewarding live streaming platforms and celebrity anchors that have reached a certain scale of offline drainage of the local real economy, and increase the punishment for bad behaviors such as order-swiping, false propaganda, and counterfeiting in the live streaming industry.
In addition, Gao Hongcun, a professor at the Central Party School of the Communist Party of China (National School of Administration) and chief expert on innovation engineering, also admitted that the digital society and the production of online cultural content present new features such as diverse participants, innovative superposition of technology and content forms, and interactive participation in creating content. At the same time, the friction between the multicultural values of the Internet represented by contemporary fashion and traditional values, diversification and the main theme, individual freedom and rigid management, etc. continues to deepen, which brings governance problems to the regulation of network cultural content management. Therefore, it is necessary to start from the aspects of governance subject, management mechanism, technical management methods, improvement of laws and regulations, and construction of network ethics, and build a systematic network cultural content supervision and governance system.
"In terms of content, the development of live broadcasting also provides good conditions for the dissemination of culture. At present, we should seize the critical period of national live broadcasting, vigorously disseminate and develop mainstream culture, and encourage and support bloggers who disseminate mainstream culture and traditional excellent culture. , To enhance the competitive advantage of mainstream culture in the live broadcast industry through platform policies.” Zhang Xiaohong said that with the advent of the 5G era, live broadcast will continue to collide with more industries, industries, and scenarios. I believe that in the near future, there will be more Higher-quality live broadcast products are presented to the public.
(Our reporter Zi Qian)