Sexually suggestive content has become the "traffic password" of the live broadcast industry, expert advice
The live broadcast platform introduced "Jianhuang Shi" and found that violations were "fuse"
□ Our reporter Han Dandong
□ Our intern Wang Yitian
Watching short videos and live broadcasts has become a part of many people's lives. By moving your fingers with your mobile phone, you can switch back and forth between live broadcasts and change short videos of different themes.
At the same time, short videos and live broadcasts involving pornography, violence, and vulgarity are increasingly criticized by the society.
Recently, in order to further regulate the professional behavior of online anchors, strengthen the construction of professional ethics, and promote the healthy and orderly development of the industry, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code of Conduct for Online Anchors" (hereinafter referred to as the "Code").
The "Regulations" pointed out that 31 kinds of behaviors, including hyping up scandals, scandals, and bad deeds, disseminating low-profile content, and propagating content that violates the core socialist values and public order and good customs, are prohibited from online anchors in the process of providing online performances and audio-visual program services; clothing; Make-up, language behavior, live broadcast room scenery, etc. show sexually suggestive and provocative content, etc.
However, a reporter from the "Rules of Law Daily" found that after the introduction of the "Regulations", there are still some short video live broadcast anchors who commit crimes against the wind, and the performances and comments in the live broadcast room are "hot eyes".
On July 5th, on a live broadcast platform, a reporter randomly entered a live broadcast room, and an anchor named "Laughter Gu Er" was PK with others.
At first, the two just sat and talked, but suddenly there was a sudden surge of gifts in the other party's live broadcast room, and the "big brother" brushed the amount of gifts to 3,000 in one breath.
On the other hand, on the side of "Laughter Gu Er", the audience only symbolically brushed a few "little hearts", and the amount of gifts has not yet exceeded 100.
There is still one and a half minutes left in the PK time, and it is about to lose this PK.
So, "Laughing Gu'er" in a skirt with high slits got up from the chair and started shaking with the rhythm of the music, her blurred eyes matched with her bumpy figure.
When the audience in the live broadcast room saw the arrival of "welfare", they all picked up gifts.
"Laughing Gu'er" swayed more and more, and even put his hand on the skirt and lifted it up a little bit, revealing more and more skin.
The popularity of the live broadcast room was instantly detonated, and a large number of viewers left messages in the comment area, saying, "It's too hot" and "The anchor mentions the skirt again."
During one minute of dancing, the reporter noticed that "the laughing Gu Er" made provocative expressions, chest shaking and sexual provocative actions many times.
After the PK was over, "Laughter Gu Er" asked the audience in the live broadcast room, "Is this the only way that my brothers will give me gifts?" Gu Er who loves to laugh" smiled and continued the live broadcast.
Subsequently, the reporter came to the second live broadcast room.
The first thing that caught my eye was that the shaking camera was aimed at the closed door. The female anchor outside the door shouted and demanded to open the door. There was a man's answer from the door, and hurriedly shouted "Wait for me." You go to the front desk first, and I'll go down later."
Which one is this singing?
Just when the reporter was puzzled, the person holding the device began to whisper, "Families who have just entered the live broadcast room will order little red hearts and send gifts to live broadcast to catch the traitor."
At the urging of the hostess, the door finally opened.
The female anchor and the people outside the door rushed in immediately, only to see a man in a bathrobe in the room, looking at everyone in a panic, drinking tea to cover up embarrassment.
"Where did that woman go?" the female anchor asked, and the man replied in a panic that he was the only one here.
When the camera pans, a messy bed and two pairs of slippers appear in the room.
At this time, the person holding the device said again, "Families are paying attention to the gifts, and we have found the 'little three'".
When the audience left messages for gifts, the anchor also began to open the doors in the room, but the TV cabinet door could not be opened, and a strand of hair floated out of the gap.
Seeing that something was wrong, the man quickly leaned in and said it was a wig, but after the female anchor pulled it hard, a cry for mercy came from the cabinet door, and the live broadcast room suddenly boiled over: "Little San" caught it.
When the reporter first entered the live broadcast room, 21,000 people watched it. By the end of the farce, the number of viewers had risen to 50,000, and the comment area was even more applauded, constantly brushing words such as "positive energy".
Ms. Ma from Cangzhou, Hebei, is a short video enthusiast. She told reporters that such "live broadcast small theaters" are usually very common, and the live broadcast content is interpreted according to the script.
"Let's wear less, twist well, and the traffic will definitely be indispensable!" This is a popular phrase in the dance area of many live broadcast platforms.
An industry insider said that every midnight, there are always anchors who suffer from no one watching, low traffic, and few gifts, but once they put on sexy clothes and dance a slightly tempting dance, the live broadcast room can always become popular in an instant.
Over time, the anchors have fallen in love with this kind of late-night "welfare and popularity" behavior.
At one o'clock in the morning on June 29th, the dance area of a certain video platform was still full of people. In the live broadcast room of the anchor "Prison Phoenix Aba Aba", the purple atmosphere filled the room, and the anchor on the screen was dressed in black leather. The rhythm of the music twisted his waist hard, his eyes were full of provocation, and the audience kept pouring into the live broadcast room.
With this dance, the female anchor jumped from 58th to 4th in the dance area.
With the increasing popularity, the female anchor's movements have become more bold and exaggerated, and some viewers seem to be in a frenzy. Some comments in the comment area are unsightly and accompanied by a large number of likes.
I saw the female anchor with her hands folded in front of her and her body swaying to the sides.
Suddenly, the screen of the live broadcast room got stuck, and then the screen went black, indicating that the current live broadcast was over, and a line of words appeared at the bottom of the screen: "The current live broadcast room has been cut off by the administrator for 'violating the live broadcast action specification'."
The reporter browsed all the anchors in the dance area at the same time. The female anchor named "Big Goose Stewed Mushrooms" only wore tube tops and hot pants and danced profusely. The degree of exposure attracted a large number of audiences to stop, but the barrage had nothing to do with dancing , have commented on the anchor's figure.
After seeing it, the anchor did not stop it, but said to take a break and continue.
Why do these anchors ignore the regulations and frequently touch the red line?
Wang Sixin, a professor at Communication University of China, believes that this phenomenon has a long history. In the final analysis, it is driven by economic interests, because the anchors are now professionally and corporately operated, which requires constant pursuit of profits, and all behaviors revolve around how to increase traffic and fans. Quantity and how to improve monetization ability.
From a personal point of view, anchors also need to continue to gain higher exposure, more rewards, and more lucrative economic returns.
Zhu Jie, a senior partner of Tahota (Chongqing) Law Firm, said that online anchors are pursuing fame and fortune. For traffic or rewards, anchors are willing to violate the regulations or even break the law. will not be discovered.
Wang Sixin said that the introduction of the "Specifications" will help purify the live broadcast ecology and standardize live broadcast behavior.
However, the live broadcast industry currently has the characteristics of a large number of participants, which leads to blind spots in the law enforcement supervision of relevant departments.
Therefore, a lot of follow-up measures and coordinated actions are needed to make the "Specifications" come to fruition.
In addition, under the circumstance that the current monetization model cannot be fundamentally changed, it is urgent to change the platform's content recommendation mechanism, content reward or reward mechanism.
Zhu Jie told reporters that 2022 is a "strict year" for platform supervision, and it is necessary to strictly rectify online live broadcast platforms and participants of online live broadcast platforms at the regulatory level, including anchors and commenters. Law enforcement must be strictly enforced, and violations must be prosecuted.”
Wang Sixin suggested that the platform side needs to start a comprehensive dynamic identity inspection and review mechanism that meets legal requirements, and implement it seriously. In addition, it is necessary to strengthen the professional guidance of anchors, and limit the anchors to speak under the selected business section to ensure that the anchors have a certain degree of professionalism. level and capability.
Not only that, for the phenomenon of online anchors simply following traffic, eyeballs, and hot spots, the process management of the platform is also very important. In a short period of time, a live broadcast room has experienced a surge in the number of users, the number of fans, and even illegal situations. The background should be equipped with relevant supervision measures.
Zhu Jie proposed that the platform can take measures to introduce third-party "Jian Huang Shi" and "Personal Appraisers" to strengthen supervision, and at the same time conduct real-name authentication, pre-job training and sign compliance commitments for online anchors, and include online anchors in the negative list. Administration and credit management.
At the same time, the platform should keep low-resolution images of the live broadcast content of the host for a reasonable period of time in order to trace the compliance of their words and deeds, and use algorithms to directly "fuse" the live broadcast behavior of illegal and illegal hosts.
"Increase the reward and promotion of mainstream content anchors who are loving, interesting and informative, so that more and more anchors are full of positive energy and can sincerely provide content. The light will eventually disperse the smog." Zhu Jie appealed.