At the beginning of the "pouring milk" incident, the Cyberspace Administration of China issued a series of measures, and various platforms and industry associations responded
The "Qing Lang" special operation has been effective for nearly a hundred days to rectify the chaos in the "rice circle"
In May 2021, a video "pouring milk for celebrities" uploaded by netizens was exposed.
This brand-new “industry” induced by fans buying milk, hitting stars, pouring milk, and buying milk again, quickly attracted the attention of the society and relevant departments, and the “chaotic phenomenon in the rice circle” has also resurfaced in countless condemnations. Out of the water.
A few days later, the associated variety show "Youth with You 3" announced that it was temporarily suspended.
On May 8th, at the 2021 "Qing Lang" series of special actions press conference held by the State Information Office, the chaos of the "rice circle" was officially listed as the governance focus of this year's "Qing Lang" series of special actions.
On June 15, the Central Cyberspace Administration of China announced the launch of a nationwide special action called "Clearness and Rectification of Chaos in the'Rice Circle'".
In late June, Douban began to delete and disband the illegal accounts, problem groups, etc., and iQiyi thoroughly "self-examined and corrected" fundraising and rankings. However, many people still believe that this is just an ordinary "net." action".
In fact, in recent years, since capital-induced "traffic" was introduced into the domestic film and television industry, fans have gradually become an important factor affecting the structure of the entertainment industry. The national network information system has launched a number of special actions to continue to increase network ecological governance. The effectiveness of network governance is also very obvious.
However, many irrational fans of the "fan circle" still advertised that "the stars are only us", expressing their out-of-control "love" by interfering with the crew, following illegitimately, illegal fundraising, and tearing up each other's accusations. I have said similar actions, but I have not felt the (influence) obviously." Many fans said frankly to the Beijing News reporter.
The sharp sword hanging above the head fell, starting in August.
The former "top stream" Wu Yifan became a "criminal suspect" overnight. Zhang Zhehan, who became popular in the double-male lead drama "Shanhe Order" overnight, was named by many official media for his "bad virtue", but there are still many fans on the Internet. The Voice even publishes "extreme" remarks that reverse right and wrong.
These phenomena once again show that the film and television market has given fans a sense of superiority and right to speak in recent years, as well as the extremely lack of positive guidance in the rice circle, which is allowing some fans, marketing accounts and other groups to override the law, morality, and justice. The bottom line of all right and wrong.
This undoubtedly pierced the abscess of the rice circle.
Within half a month, Tencent issued relevant announcements, Weibo convened more than 20 brokerage companies and artist studios to hold offline seminars, and Weibo went offline "Star Power List"... "Clean Fan Circle" actions will be step by step. The punch fell on the spot.
On August 23, due to large-scale mutual abuse, many official WeChat accounts of Zhao Liying’s fan group were banned, including the "Zhao Liying Global Fan Support Club" with 2.59 million fans, and Zhao Liying, a super-talker with 2 million fans. "Fat Ying flying knife" and so on.
This is the first fan group that has been banned on a large scale due to "mutual tearing" this year.
This action effectively deterred the irrational fans who had no bottom line and were madly verbalizing and tearing on the Internet.
Related fan group owners have posted posts to remind fans to speak carefully and not to be used by malicious people.
Fans who are not afraid of anything except for the interests of the celebrities, for the sake of the star’s favorite star, finally feel the power of the "clear action".
A large number of cast, anti-triad, and accusation groups were "bombed" in an instant.
In the next week, following the announcement of the "Notice on Further Strengthening the Control of Chaos in the "Fan Circle" by Netcom China", Sina Weibo was completely offline in the super-talk module ranking of celebrities, CPs, and music categories. In the words, there is a cheering list module, and illegal fund-raising is strictly prohibited.
Platforms such as Douban, QQ Music, and NetEase Cloud Music have made heavy penalties for the "chaos in the rice circle" group and the removal of the artist list.
Almost all platforms for fans to be active have disappeared in the "clearness".
But the "clear operation" did not stop there.
On September 2, the General Office of the State Administration of Radio and Television issued the "Notice on Further Strengthening the Management of Art Programs and Their Personnel". The "Notice" meticulously extended the management of chaos in the rice circle to "resolutely resist illegal and unethical personnel"; "Resolutely oppose the flow-only theory"; "Resolutely resist pan-entertainment"; "Resolutely resist high-priced film remuneration" and other eight measures, and clearly pointed out that no idol development programs or reality shows for celebrity children shall be broadcast; audition shows Such programs should also strictly control the setting of voting links.
In the following week, relevant departments, local radio and television satellite television, China Performance Industry Association, and 14 platforms including Aiyou Teng held meetings to announce relevant measures.
This response speed is unprecedented in the film and television industry.
In recent years, the influence of "rice circle" and "traffic" on the film and television industry has been deeply rooted.
The market is eager to snatch young Internet users, giving birth to traffic and fan economy; celebrities drive traffic effects and quickly help movies or platforms bring new users; so that whether it is variety shows or film and television, driven by the market, they have to be dominated by traffic— -The producer will consider the number of fans of the artist to choose the role, and even modify the script and drama; the platform continues to introduce idols to cultivate variety shows, output more traffic artists to the market, and also give birth to "pouring milk", "funding", etc. A series of shocking behaviors.
It is precisely because of this that the "Notice on Further Strengthening the Management of Art Programs and Their Personnel" has made people in the industry who have been suffering for a long time respond positively.
"This is particularly worthy of recognition." Leng Rong, secretary-general of the World Media Research Center of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences and a research and development scholar of video content innovation, said about the new eight initiatives.
In his view, the State Administration of Radio, Film and Television and related departments and industry associations have also put forward similar regulations, notices or advocates in the past few years, but the new regulations have put forward more specific measures under the management of macro policies.
Recently, various film and television industry associations are also holding theme meetings, requesting professional self-discipline, and discussing how to address the symptoms of the industry.
In the eyes of well-known drama critic Li Xingwen, this will play a role in supporting relevant policies.
"I hope that the intensity of the'Clear Action' can be maintained, fans can return to the audience, the relationship between fans and actors, and the spiritual connection between the audience and the film and television works, and return to the normal aesthetic category."
Whether it is fans, industry insiders or experts and scholars, they are all optimistic about the long-tail effect of "Clear Action" in their own fields, but there is no doubt that when a certain market behavior becomes extremely out of control, the right to speak is out of balance, or even When values and aesthetic guidance deviate, policies and the market will respond in a timely manner and become a big punch. Once they are shot, the days of opening a clear sky will not be far away.