The reporter's investigation found that with the development of the live short video industry, more and more children are pushed to the camera by their parents, and they become Internet celebrities at a young age.
100 years ago, Lu Xun screamed in "The Diary of a Madman": Save the children. Today, 100 years later, some parents are reduced to "nibbles", not hesitating to overdraw their children's life for profit.
In this regard, Sun Yunxiao, chief expert of family education at the China Youth Research Center, said that parents should avoid allowing short videos to make money and other adult-style life prematurely intervened in their children's childhood when children grow up.
Weird!
Wawa's Internet celebrity dances and eats again
"Today I sang a song "A Thousand Loves" on the bridge. Grandpa, grandma, uncles, aunts, brothers, and sisters, can you help me with a little red heart? By the way, use your wealthy hands to help me pay some attention, thank you You guys!" The 6-year-old really has nearly 740,000 fans in Kuaishou. Every night from 7:30 to 9:30, she will broadcast live entertainment. In the filter, she has exaggerated big eyes and is slightly out of age. Little pointed face.
In addition to singing, she also wears navel-bare outfits and dances to the camera in front of the camera, Korean hip-hop, cha-cha, etc.
On the other platform, a little less than 3 years old put on a yellow bib again, and skillfully stuffed the half of a bun into his mouth, eating wonton bite by bite in front of the camera, and drinking a box of milk of a certain brand.
This short video of only 1 minute and 44 seconds quickly received 26,000 likes and nearly 3,000 comments on Douyin.
"A big bowl", "Nowadays, you have to use a pot to eat wontons again." "Watching and eating again is a high-level enjoyment." In the comment area, netizens expressed strong interest in eating and broadcasting.
Also sought after for "eat fragrant", there is also the "Wang Duoduo Snacks" in Kuaishou.
"Eating noodles scared myself" "Outdoor burgers to a new height" "What's the matter, this meat is not greasy"-5-year-old Duo Duo uses quite adult language and camera The audience in front of the audience "chat", while stuffing their mouths with various high-calorie foods, such as a large box of cream puffs, red bean sandwich cakes, cream ice cream, braised pork, etc.
These cute babies eat and broadcast, sing, dance, or chat funny in front of the camera, making many viewers call "too cute".
"August Tik Tok Top 10 Firepower Rankings" and "Moe Baby Tik Tok Top 10 KOL Rankings" Many organizations and marketing accounts have also released various lists to help children's Internet celebrities.
Distressed!
The platform pushes parents to "chew their children" for profit
Burgers, fried chicken, Coke... In a video, adults continue to add food to the 3-year-old Peggy.
"Don't do it, don't do it, don't do it..." Little Peggy begged her parents repeatedly, and while her parents agreed, they filled the plate she had just emptied.
Recently, the news that "a 3-year-old girl was fed 70 pounds by her parents" caused heated public opinion. Many netizens accused the girl's parents of letting their children make money by "eating and broadcasting" while also drawing attention to the term "nibbles".
The so-called "nibbles", on the one hand, refer to the elderly who have no retirement pension or pension insurance and are supported by their children; on the other hand, they refer to parents who rely on their children to become child stars and get high attention.
Seeing Peggy, who has grown to 70 kilograms and whose daily life has been severely affected, netizens questioned Peggy's mother using her children as a tool for making money.
When Peggy’s mother faced questions from netizens, she said: “This is because Peggy’s father won’t make money.”
The reporter found in the investigation that with the strong rise of live short video platforms, the "short video + children's field" is also rapidly heating up, becoming a new business growth point.
"The children's field is our promising investment field. The short video production process is simple, the production threshold is low, and the participation is strong. It is very suitable as a marketing channel for goods. We are also matching some manufacturers, live broadcast platforms and small and medium-sized brokers. Cooperation." said Li Ni, an investor in social media marketing.
According to data from the Research Center of Yingshi Group, the scale of China's children's consumer market has approached 4.5 trillion yuan, of which the scale of the children's entertainment consumer market has exceeded 460 billion yuan.
Under the dual temptation of short video traffic and commercial profits, the reporter noticed that some parents’ baby-showing on live short videos is also strongly bound to bringing goods, which is obviously different from ordinary parents.
Take Youyou as an example. The short video account is mainly operated by Youyou's mother. Now it has more than 4.3 million fans and more than 700 short videos have received more than 90 million likes.
32-year-old Youyou mother changed her account profile directly to be related to bringing goods.
In the product window on the top of the account's homepage, nearly 200 kinds of products that have been eaten and used in short videos are displayed.
Worry!
Children's Internet celebrities are exhausted
"Like child models, children occasionally eat, broadcast, perform and sing in short videos. There is no big problem in itself. But what I worry about is whether parents as guardians can resist the temptation in the face of money and traffic. Rather than indulging their own selfish desires, allowing their children to over-participate in online social networking, or even making physically and mentally exhausted children'forced to open business' and earn quick money prematurely." Coco's mother, whose daughter just turned 5 this year, told reporters.
In fact, before the 3-year-old Peggy was fed 70 kilograms, the child model Niuniu also caused a heated discussion about "child labor" across the Internet.
In April 2018, a video of a girl being kicked was circulated on the Internet. The video showed that the girl turned her back to the screen and was suddenly kicked and kicked by a lady in white. Netizens believed that this action was suspected of child abuse.
Later, the girl’s identity as a child model was revealed, and she was only 3 years old. The girl’s mother apologized that she kicked the child because she took photos for a day and her temper was not controlled well.
"It's easy to make money in the'child model circle' but it is very hard work. A child starts filming at nine o'clock in the morning. If the efficiency is high, he can shoot more than 100 sets of clothes a day and earn five to six thousand yuan a day." An industry insider told reporters, Compared with "children model", children’s internet celebrities have more diversified ways to monetize, and "money scenes" are also more impressive. "You can eat and broadcast goods, get merchants to sponsor, you can also live broadcast for rewards, and you can have it after a month. Less money. More importantly, compared to'children', children's Internet celebrities are less likely to intuitively feel the intensity of their work."
However, there are still careful netizens who have discovered the physical and mental health problems faced by these children's Internet celebrities who "touch the Internet" prematurely.
In a short video with nearly 6 million broadcasts, Tiantian, who had just started kindergarten and had red lips due to fever, was still eating egg yolk pie with a large glass of drink in front of the camera under the guidance of an adult.
The reporter saw that in more than 4,000 comments, some netizens said angrily: "Could it not be like this!" "I don't look like a mother at all. The child has a fever and let her eat snacks and drinks."
"When I was young, I only talked about adults, and I hope the children can grow up healthily." Under a short video of Wang Duoduo, a netizen also reminded helplessly.
In this video, Wang Duoduo recommends soy milk wafers, hot and sour noodles and other foods while speaking the language of the adult anchor.
When some netizens suggested that her daily diet is basically staple food and meat, and should pay attention to balanced nutrition, her mother simply refused to say "She doesn't like vegetables."
■Experts
Avoid premature involvement in the adult life
How to solve the children's physical and mental health concerns hidden behind children's Internet celebrities?
After the "3-year-old Little Peggy" incident triggered public outrage, the platform involved in the incident said that it had banned its videos and accounts.
However, the reporter noticed that there are still obvious loopholes in the management of many live broadcast and short video platforms: Although platforms such as Douyin and Kuaishou have a setting that the anchor’s age must be 18 years old, usually the applicants of these accounts are all For adults, children’s internet celebrities actually appear in the lens, which is difficult to supervise directly.
"Parents, as the guardians of their children, assume the main responsibility in family education, and pay special attention to protecting their children's rights to survival, development, protection and participation." said Sun Yunxiao, chief expert of family education at the China Youth Research Center. Intensive short video Exposure can overexpose children's privacy, and children's participation in business activities such as short live videos will also cause distortion of values, forming misconceptions such as "make quick money" and "become famous as soon as possible".
"Parents must have a long-term vision, and don't let their children use the Internet to enter commercial activities prematurely for their own benefit." Sun Yunxiao believes that what children need most in their minor years is learning and exercise to lay the foundation for long-term development.
"Children have children’s lifestyles, play styles, and partner interactions. Adult-style life should not be prematurely involved in childhood. It is all wise to create a relatively safe and clean environment for children and prevent children from getting involved in adult life prematurely. Parents should do."
Zhang Xuemei, executive director of the Beijing Youth Legal Aid and Research Center, suggested that my country introduce special legislation as soon as possible, or in other legal amendments such as the "Minors Protection Law", as soon as possible to legislate and regulate children's participation in commercial activities.
"On the one hand, children's participation in commercial activities should be restricted and regulated, and the principles of maximizing children's interests and children's participation should be reflected, so that children's participation in commercial activities should conform to children's age characteristics and laws of physical and mental development. On the other hand, parents should be Businesses have made regulations to respect children’s wishes and strengthen the protection of children’s personal, educational, and property rights, so that children’s rights can be protected to the utmost."
Our reporter Yuan Lu