Our reporter Qu Xinyue Our intern Zuo Jiaqi
The national second-class protected animal shark, the endangered plant "jellyfish snow rabbit"... These have become the "creative" ingredients in the videos of some food bloggers.
From "Big Stomach King Eating and Broadcasting" to "Hunting-style Eating and Broadcasting"——
How to manage traffic-oriented "flavor eating and broadcasting"
Our reporter Qu Xinyue, our intern Zuo Jiaqi, "Workers Daily" (August 18, 2022 06 edition)
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In order to attract clicks, some food bloggers use hunkering as a traffic password, constantly challenge the bottom line of "ugly judgement", and even turn state-protected animals into ingredients.
"Food and broadcast" has become morbid and "eaten odd", touching the legal red line.
Experts pointed out that vulgar eating and broadcasting chaos has become a hidden danger for the live broadcast industry to become bigger and stronger. The clean air of the online live broadcast industry needs to be guaranteed by the establishment of a compliance governance system from the three levels of legislation, law enforcement and law-abiding.
Recently, the video of food blogger "Tizi" cooking boiled shark and grilling shark has attracted widespread attention.
According to the identification by the police, the shark eaten by the blogger was indeed a human-devouring shark, which belongs to the second-class protected animal in my country.
At present, all the videos in the "Tizi" account have been removed from the shelves, and he himself will also face corresponding legal penalties.
In the increasingly competitive eating and broadcasting track, what to eat and how to eat has troubled many food bloggers.
Some bloggers regard the search and broadcast as a traffic password, and some morbid eating and broadcast behaviors that violate the moral red line and challenge the bottom line of the law also appear from time to time.
"Eating and broadcasting" has become morbid and "eating", how to stop it?
"Hunting and eating and broadcasting" brews "eating disaster"
Big earth dragons, tiger crabs, big ostriches... The "devil" ingredients that are difficult for ordinary people to try are the labels of "Tizi" eating and broadcasting content, and they have also become the secret of her traffic to gain millions of fans.
Searching for "food and broadcasting" related content on the short video platform, there are not a few bloggers who use the novelty of ingredients as a selling point.
Many bloggers will also use the most eye-catching ingredients in the video as the cover image of the video, and add extreme adjectives such as "once in a hundred years" and "first eat on the whole network" to emphasize the special ingredients and attract users to click and watch.
According to the "2021 Insights into Food Short Videos and Live Marketing Trends" released by Feigua Data, among the content tags of popular food videos, "Eat Broadcast" and "Creative Video" are the top "explosive models". element.
Under the guidance of traffic, some short food videos that use exotic ingredients as gimmicks and aim to challenge the audience's cognition have created a series of "disasters".
In 2018, the Internet celebrity food blogger "Ha Kaige" cooked the Qinghai Lake naked carp, a national second-class protected animal, in the video. After being reported by netizens, the video was taken off the shelves.
In July 2020, the food blogger "Wild Food Little Brother" with more than 3 million followers picked the endangered plant "Jellyfish Snow Rabbit" in a video and cooked it with instant noodles, which aroused large-scale doubts from netizens. Delete the video and apologize.
In May last year, the Hainan police also reported a case in which a blogger was detained in accordance with the law for eating the second-class national protected animal "falu".
"'Banwei Shibao' exposes the serious lack of legal awareness of some food-related short video bloggers." Zhou Tao, a lawyer from Beijing Daoze Law Firm, said in an interview with a reporter from "Worker Daily" that according to the criminal law, illegal hunting and killing Whoever illegally purchases, transports, or sells precious or endangered wild animals under special state protection or their products, shall be sentenced to fixed-term imprisonment of not more than 5 years or criminal detention and shall also be fined; if the circumstances are serious, he shall be sentenced to 5 More than 10 years of fixed-term imprisonment and a fine; if the circumstances are particularly serious, the sentence is more than 10 years of fixed-term imprisonment, with a fine or confiscation of property.
"Food and broadcast bloggers need to strengthen their legal awareness. When purchasing ingredients, they need to pay attention to whether their source channels are compliant. They can check through online inquiries, trace back to manufacturers and other channels to avoid choosing products from manufacturers that do not have breeding qualifications." Zhou Tao said .
Traffic anxiety behind crowded tracks
"As a blogger, the data can intuitively reflect the popularity, and it is false to say that you don't care." The food blogger "Mi Fan" has been doing food and broadcasting since 2019, and it has reached 1 million fans on the entire network in 3 years. .
But with the increasing number of similar bloggers in the eating and broadcasting circle, the content of "Mi Fan" has also fallen into a data bottleneck.
"It turns out that eating turkey noodles and fried rice noodles can get 20,000+ likes. I still eat these recently, and only have likes ranging from 2,000 to 4,000." After analysis, "Mi Noodles" believes that this is because of the subject matter and shooting of her. There are too many bloggers with similar techniques. "Everyone sets a table, puts food, and starts eating without speaking to the camera, and the number of fans is similar."
"Rice noodles" began to seek changes.
For example, by changing the shooting angle to better reflect the attractiveness of food, another example is to enrich the variety of food, eat a variety of popular foods at one time... But after several attempts, she still feels that the traffic password is still "fascinated".
The reporter learned from an interview that loving food and eating deliciously are the primary reasons why many bloggers like "rice noodles" enter the circle.
In order not to be eliminated, food and broadcast bloggers continue to "surprise wins" on this increasingly crowded track.
A few years ago, the "big stomach king" with high sensory stimulation was the proud label of many food bloggers.
But as authorities clamped down on such video accounts, many bloggers took a different approach.
Some transformations focus on visiting stores and punching cards, while others continue to challenge the bottom line of the audience's "ugly judgment".
"Mi Fan" found that bloggers who take advantage of everyone's curiosity to eat exotic ingredients, such as eating live insects, eating large pieces of meat, etc., gradually appeared on the short video platform.
"I don't want to eat these things myself, and I don't need to aggrieve myself in order to increase fans."
In the comment area of many food bloggers, some fans will "order food": "XX (blogger) has eaten this, and I want to see you eat it." Some bloggers said that in order to "solid fans", they need to keep trying Eat some new ingredients.
It takes a multi-pronged approach to stop the wind of "eating odd"
The Anti-Food Waste Law, which came into effect in April 2021, responded to the "Big Stomach King Eat Broadcast", explicitly prohibiting news media from producing, publishing, and disseminating programs or audio and video information that promote excessive food consumption and overeating.
From "big stomach king eating broadcast" to "hunting style eating and broadcasting", "changed taste eating and broadcasting" appeared again.
How to make this morbid "eating strange" wind in an instant?
"Vulgar eating and broadcasting chaos has become a hidden danger for the live broadcast industry to become bigger and stronger. The clean air of the online live broadcast industry must be multi-pronged." Sun Jiashan, an associate researcher at the China National Academy of Arts, believes that it is necessary to focus on legislation, law enforcement, and law-abiding three aspects. Establish a three-dimensional compliance governance system at each level.
In recent years, in order to promote the regulated and healthy development of the webcasting industry, relevant regulatory authorities and industry associations have successively issued a series of normative and guiding documents.
In June this year, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code of Conduct for Internet Anchors", which clearly mentioned that Internet anchors should adhere to a healthy style and taste, consciously abandon vulgar, vulgar, kitsch and other low-level interests, and consciously oppose traffic Undesirable phenomena such as supremacy, deformed aesthetics, etc.
"Where is the specific boundary of 'vulgar'? This has not yet given a clear and clear definition at the legal level, which makes it difficult for law enforcement authorities to determine whether some 'edge ball' behavior is in violation. This is also the direction that must be further strengthened in future legislation and supervision. ." Sun Jiashan said.
Sun Jiashan also suggested that the regulatory authorities should establish a joint mechanism for comprehensive law enforcement, carry out various special actions for centralized rectification, and play an effective deterrent role by cleaning up a number of black and gray products and disposing of a number of illegal accounts and platforms.
Recently, many bloggers have noticed that some short videos involving rare animals will be restricted by the platform or forced to be removed from the shelves.
"For platforms, content management should be strengthened through both technical and management means, and information release review and real-time inspections should be carried out." Sun Jiashan said, "Bloggers should also improve their legal awareness and fully realize that improper behavior will not only make themselves Losing credibility on the Internet and in the real world requires corresponding legal responsibilities.”