absurd! Movies and TV dramas encounter "advanced reviews" and "Navy" control and comment to disrupt the market
Nowadays, many people are accustomed to scoring and commenting on online platforms after watching movies and TV series. This is also convenient for netizens who have not watched them.
However, have you heard that there are already a large number of ratings on the Internet before the TV series have been broadcast?
A few days ago, two film and television dramas have successively appeared in the absurd scene of "advanced comments".
First comment on film and television drama encounters before watching
Expose the "Navy" unspoken control and evaluation rules
The behavior of the "Navy Army" in controlling and commenting on film and television dramas will not only have a negative impact on netizens, the development of the film and television industry, and the scoring platform, etc., but it may even be suspected of breaking the law.
On December 1, a costume drama was launched on the Internet platform.
For some reasons, the official launch time of the play was nearly an hour later than the original "official announcement" time.
However, in the short review division of a well-known scoring platform, a large number of scores rushed in during the original scheduled launch time.
The "advanced comment" incident was fermented rapidly and was reported by many media. Although most of the content of "advanced comment" was quickly deleted, judging from the score screenshots in the media reports, these short comments showed a polarization of one-star and five-stars. status.
Coincidentally, in a suspenseful web drama that premiered on December 5th, after the first two episodes of the female lead who had not yet appeared, a large number of arguments and one-star short comments questioned her acting skills and lines appeared on the Internet social platforms on time.
The phenomenon of "advanced comments" in the two films was questioned by netizens and the media as the "Navy" scoring and controlling comments.
Dai Qing, a professor at the School of Drama, Film and Television of Communication University of China, and a director of the China Literature and Art Critics Association: There will be a batch of articles of similar tone in a short period of time, in terms of timing, density, including pace, and between different posts. In terms of the focus of the content, you can feel that he has choices and cooperates with each other.
Industry insiders pointed out that some viewers will inevitably be affected by "fan filters" when evaluating film and television works, because they like or dislike a certain actor and give the work a higher or lower score.
However, the so-called online "naval forces" have already broken the basic rule of "look at the work before scoring" when conducting scrutiny and evaluation.
TV drama producer Mi Wei: We often see this phenomenon. In fact, there are often more of the phenomenon of scoring control and review in the film and television works with the participation of traffic actors.
In fact, after the "Water Army" received the task, maybe he hadn't watched the show, there would be exactly the same comments in the comment area, copy and paste the same content.
During the investigation, the reporter entered a certain "Navy Army" single group as a fan, and found that in this chat group, people frequently sent out information about recruiting part-time jobs and scrutinizing scores.
Industry insiders pointed out that often a price of 1 yuan or even a few dimes can attract a large number of "naval forces" to take orders for control and evaluation.
Dai Qing, a professor at the School of Drama, Film and Television of Communication University of China, and a director of the China Literature and Art Critics Association: It is to interfere with the public's aesthetic acceptance. He has a rhythm.
Then he will be misleading the audience who doesn't understand the actual situation.
TV series producer Mi Wei: After the occurrence of this phenomenon of scrutinizing scores and controlling reviews, it may adversely affect the word-of-mouth or viewing data of this drama, and the production company may also suffer a certain economic loss. Conducive to the development of normal follow-up creative work.
Experts also pointed out that the behavior of the "Navy Army" to control reviews will also undermine the objectivity and credibility of the scoring platform, and even affect normal literary reviews.
Dai Qing, a professor at the School of Drama, Film and Television of Communication University of China and a director of the China Literature and Art Critics Association: Sometimes the Internet "Navy Army" control and comment has formed a lot of noise. Under normal conditions, there is no way to contend with literature and art criticism.
We say that the so-called censorship controls certain voices, so it will interfere with normal literary criticism and normal vocalization.
The healthy development of the film and television industry and the popular aesthetic acceptance of film and television arts are also a great destruction.
Film and television drama "control review"
Or suspected of breaking the law
In February of this year, some netizens left a message on the official website of the State Administration of Market Supervision and Administration: "Is it legal to control and comment on TV dramas?"
In response to this, the official responded that the "accusation" is suspected of violating the "Anti-Unfair Competition Law", you can submit sufficient evidence materials to report to the market supervision and management department at or above the county level, or you can directly dial 12315 or log on to the 12315 Internet platform to file a complaint report.
Zhu Wei, Researcher and Associate Professor of the Communication Law Center of China University of Political Science and Law: First, it affects the rights of operators. Another focus is on the legal rights of consumers. For control and evaluation, the legal rights of consumers are reflected in the right to know. The angle of freedom and the right of free evaluation.
Therefore, from these two perspectives, they are the regulatory scope of the Anti-Unfair Competition Law.
In recent years, the Cyberspace Administration of China has also promulgated regulations such as the "Regulations on the Ecological Governance of Network Information Content", "Regulations on the Management of Internet User Public Account Information Services", and "Regulations on the Management of Internet Post Comment Services" to control online "naval" posts. Evaluation behaviors also have more detailed regulations.
Zhu Wei, researcher and associate professor of the Communication Law Center of China University of Political Science and Law: Actually, the main responsibility of the platform is very specific.
For example, if you know that other people are engaged in this kind of "water army," then you must have a necessary measure to filter out the "water army".
In the process of prosecution and evaluation, these "naval forces" are engaged in some illegal business operations. On the surface, they have violated the normal order of communication and market operation. If it is serious, they may be involved in a special crime in the criminal law, called The crime of illegal business operations may also be regulated by criminal laws.
Multilateral efforts to rectify, control and evaluate
Literary criticism
Experts pointed out that for film and television dramas to control comments and other behaviors, it is necessary for multiple parties to work together to manage, in order to restore a clear environment for literary and artistic comments.
In February of this year, the National Cyberspace Administration of China launched a special action called "Clearness and Chinese New Year Network Environment". One of the contents is to focus on rectifying the behavior of volume control and evaluation, which demonstrates the attitude of relevant departments to resolutely control such bad network behaviors.
Experts pointed out that in addition to the special rectification actions of relevant departments, the platform itself should also increase its response.
Zhu Wei, researcher and associate professor of the Communication Law Center of China University of Political Science and Law: I think the main responsibility of the platform governance is still to be implemented. Then how does the platform distinguish which are the evaluations of the "water army", which are the evaluations of the people's freedom, and which are insulting Yes, evaluations with slanderous words can be distinguished by technical means for the platform.
Many trumpets, a lot of "Navy Forces", have a punishment called Credit Union. He had a violation and his authority to speak should be lowered, and even more severe measures such as banning should be taken.
At the same time, experts suggest that the transparency of marketing and promotion behavior of film and television institutions should be improved, and netizens should be positively guided.
Dai Qing, a professor at the School of Drama, Film and Television of Communication University of China, and a director of the China Literature and Art Critics Association: To clarify the boundaries of this range, there are some media agencies that we say are film and television agencies or are the intermediary agencies commissioned by film and television agencies. Who is doing marketing and promotion? We say marketing promotion is legitimate or improper.
I think the second one is that we now need to enhance the influence of mainstream culture and create a healthy entertainment environment. I think we must actively lead the healthy development of fan culture, including improving the aesthetic quality of young people, and increasing leadership and influence.
(Headquarters reporter Xu Panpan, Zhou Kun, Dong Liangyan, and Liu Hao)