While over 60,000 short videos
showing off their wealth have
been cleaned up, "Bai Fumei" is still
banned
from "sharing life" on various platforms.
Why are there still people who want to show off their wealth in exchange for traffic?
A few days ago, the relevant person in charge of the Office of Cyberspace Affairs stated that some content on the Internet caters to people's desire to have fun or even get something for nothing. Some time ago, more than 60,000 pieces of illegal information about the short video of showing off their wealth were cleared, but the problem still exists.
A reporter from Beijing Youth Daily found that on Douyin, Kuaishou, Weibo, Xiaohongshu and other platforms, many bloggers in the fields of real estate, automobiles, and WeChat business are still posting rich videos to attract traffic.
Analysts believe that some show off videos are not about sharing life, but rather commercial fabrications. The act of showing off wealth is to attract fans to gather for commercial realization, and each link has a corresponding benefit realization carrier.
The competent department shall urge the platform to continue to clean up and rectify.
phenomenon
Videos showing off wealth on multiple platforms are still "alive"
On May 9, the reporter opened the Xiaohongshu App and found that “Bai Fumei” who “sit on several houses with more than 200 square meters”, “travel by private jet”, and “buy luxury goods as casual as grocery shopping” is not uncommon.
For example, in the "May Day Holiday" life picture posted by a blogger, there are nearly 30 shopping bags piled on the floor of the huge living room, including high-end cosmetics, accessories, and luxury clothing brands.
Others showed that they had a whole wall of Hermès bags, and said that they don't need too many bags. If you pay attention to her, you will have the opportunity to receive the Hermès bag that you sent.
Some account naming also revolves around showing off wealth. For example, the account of "I have a local tyrant friend" introduces "I have a local tyrant friend, please ask me to live in the presidential suite if I have nothing to do." In his work, 100,000 nights Ladies love the presidential suite, the presidential suite where the royal family of 12.88 a night stays, and the 170,000 presidential suite for Rolls-Royce pick-ups abound.
On the Douyin platform, some people have become popular by buying products that exceed their own expenses.
A man described himself as "spoofing his wife", and once his wife casually said what he wanted, he immediately bought dozens or hundreds of the same product.
For example, dozens of cups of milk tea are filled on the table and refrigerator, a few catties of sweets are spread out in the shape of a heart, and luxury bags are also purchased from 10... You can see that although many authorities have recently issued relevant policies, the platform also said We are fighting against the display of wealth, but the phenomenon of display of wealth on the platform is still repeated.
background
All platforms will clean up their rich content this year
Recently, various platforms announced the results of cleaning up content showing off their wealth.
Douyin said that since January, the Douyin Security Center has cleared 2862 such videos, 324 audios, 47 topics, and blocked 3,973 illegal accounts.
Xiaohongshu stated that a batch of accounts and notes suspected of deliberately showing off their wealth and malicious speculation were banned and banned. A total of 2,371 accounts were banned this time.
Kuaishou stated that since January 2021, it has used technical means and manual review to review accounts involving related violations, and imposed penalties such as reduction of recommendations, content deletion, and account bans on violating users. A total of 10010 illegal accounts have been dealt with. A.
In addition to the broken wrist of the strong man, the above-mentioned platform also stated that it will long-term crack down on the content on the platform that involves illegal activities, such as "improper display of their superior conditions", "soul chicken soup style show off wealth" and so on.
The Office of the Cyberspace Administration of China stepped in to strictly control the traffic entrance and prohibit showing off wealth
On May 8th, Zhang Yongjun from the Network Comprehensive Management Bureau of the State Cyberspace Administration of China stated that some time ago, more than 60,000 pieces of illegal information about showing off their wealth were cleaned up, 1,174 illegal live broadcast rooms were closed, and 3,609 illegal accounts were closed. However, the problem of showing off wealth still exists. .
The relevant person in charge of the Office of Cyberspace Affairs stated that the next focus of the work will be to strictly control the ranking list, hot list, double homepage, and traffic entrance of the elite zone. The display of this information is also the focus of management.
In addition, the Cyberspace Administration of China will urge the website platform to perform its main responsibilities.
The platform has to be managed and managed by itself.
Standards should be established and audits should be strengthened, including the establishment of a blacklist. Accounts that always display these things should be included in the blacklist, and these problems should be gradually solved from the root cause.
analysis
Show off the wealth video is not to share life but to traffic business
Why do these bloggers frequently show off their wealth?
A blogger said that this is a "traffic business."
She said that she had only shared high-end cosmetics, luxury goods, cars and other content on Xiaohongshu a few times, and advertisers had already come to her door.
"Talked to the big customer who posted, he said that the current video that reveals the lives of the rich has a lot of exposure and many fans, and everyone has a strong sense of curiosity." But at the same time, she also said, "How can there be so many so-called so-called "Ladies"? Many are rented, borrowed, and even fake!"
Earlier, the "big logo that beats Beijing" named by the "People's Daily" is a typical example of showing off rich videos in exchange for traffic.
His videos include 1,000 yuan a mango, 2,000 yuan fried tempura... These videos have brought him a lot of fans and likes.
According to back-end data, the advertising revenue of "Big Logo Eats Beijing" is expensive. A short video of more than 50 seconds is quoted at more than 500,000 yuan, and the price of a video within 20 seconds is 350,000 yuan, plus other income, a rough estimate , His total income from the short video platform is around 50 million yuan.
Expert analysis
"Show off wealth" also has an industrial chain
Regarding the current phenomenon of exchanging wealth for traffic, Pan Helin, executive dean and professor of the Institute of Digital Economics of Zhongnan University of Economics and Law, told a reporter from Beijing Youth Daily that there are two situations for showing off wealth on the Internet: you are really rich and you want others to know. ; Fake rich, they want to pretend to be rich. On the one hand, they want to gain network traffic, and on the other hand, they aim to be among the rich.
"For most people who are truly wealthy, psychologically they do not want their wealth to be exposed and cause social hatred. They have no traffic motives, but rarely show off their wealth. Therefore, most people who show off their wealth on social media platforms are fake wealth. This show Wealth also has an industrial chain. In the early days, there was an industry that joined groups and light luxury photography. Due to the traffic orientation, it has gradually shifted from a social group to a commercial chain, with special planning, post-production, diversion, and so on."
Showing off wealth mainly promotes a consumerist value. Pan Helin said that consumerism means not saving, overdrawing one's own wealth for consumption, enjoying a sense of being superior, and getting rid of one's own existing in form. Classes move towards a higher platform, but often after most people fall into the vortex of consumerism, debt will increase, unnecessary consumption will increase, but they still cannot enter the circle of the rich.
The circle of the rich, on the contrary, is more ordinary.
A well-known rich person who wears a miscellaneous brand will be regarded as a famous brand. The really rich person does not actually need to show off.
Such as luxury brands, what they sell is a kind of identity imagination.
Regarding the supervision of the show-off video, Pan Helin believes that the platform should be governed. “If show-off is essentially a product, the platform needs to let the media show itself whether it is a live broadcast or content creation. There is no objection to the media. Make money, but commercial behavior must let the audience know that this is advertising, not content creation, and it is not a real life perception."
The platform is the beneficiary of this type of behavior
When commenting on this phenomenon, Internet analyst Ge Jia said that although the phenomenon of showing off wealth has a long history, its inherent characteristics have been alienated in the context of new technologies.
The role of contemporary displays of wealth is not only to satisfy vanity and to realize false self-realization, but also to have very strong economic and profit characteristics.
With the blessing of new technical conditions, it is not difficult to see the hidden interest chain behind the behavior of showing off wealth. For example, through exaggerated behavior of showing off wealth to attract fans to gather for commercial realization, and after the act of showing off wealth is dismantled, you will It was discovered that each link has a corresponding benefit realization carrier, and everyone makes money silently and tacitly.
"The average age of these Internet platform users is relatively low, and there is a considerable group of young users who are forming the Three Views. This group of people is more susceptible to the effect of the Internet boom, and the formation of the Three Views is completed in irrational heat. "The growth of people is unfavorable." Ge Jia said, "To show off wealth on social media, another undesirable effect is to exaggerate the inequality and unfairness of the rich and poor in the society, which makes self-struggle seem without Meaning, taking shortcuts has become a firm belief of many people."
Ge Jia said that the phenomenon of showing off wealth alone is more difficult to govern by the platform, because the platform is the beneficiary of this type of behavior.
The supervisory authority should strengthen supervision and promptly supervise the platform to introduce specific measures to deal with and even punish relevant accounts.
This group of articles / our reporter Wen Jing
Coordinator/Yu Meiying