In recent years, "everyone is an anchor and everything can be broadcast live" has led a large number of practitioners to flood into the live broadcast platform. For a period of time, with the continuous expansion of the user scale and the sinking of the live broadcast market, the live broadcast industry has frequently experienced incentives, rewards, Malicious speculation, deliberate display of wealth, vulgar performances and other issues have harmed the healthy development of the online live broadcast industry.
The living space of network anchors needs to be purified urgently, and the norms of the live broadcast industry need to be established urgently.
Not long ago, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code of Conduct for Online Hosts" (hereinafter referred to as the "Code").
The "Specification" clearly states that in the process of providing online performances and audio-visual program services, network anchors must not spoof, distort, vilify, blaspheme, or deny the deeds and spirits of heroes, martyrs and exemplary figures, and must not use bullet screens, live broadcast room names, announcements, etc. Dissemination of false and harassing advertisements by voice, etc.
A few days ago, the Beijing Municipal Bureau of Radio and Television held a seminar on the implementation of the "Code of Conduct for Internet Anchors", and conducted in-depth discussions on the construction and management of the online anchor team.
Start with existing problems
Want "quality" or "flow"?
Practitioners and users can see the thoughts of practitioners and users on this issue in all aspects of creation, production, and dissemination of the webcasting industry.
It is precisely because of the excessive pursuit of traffic in the past few years that the chaos in the field of webcasting has occurred frequently.
How to guide network anchors from "traffic is king" to "content first", "Specification", as a handful of "source living water", will inject a new atmosphere into the industry ecology.
There are no rules and no circle, and there are new norms for the professional behavior of online anchors.
The "Specifications" have put an end to the disorderly phenomenon of network anchors playing "edge balls" with detailed requirements, which include both national-level foresight and personal-level moral standards.
In order to strengthen the standardized governance and anchor management of online live broadcasts, various online platforms have responded positively, standardized online live broadcast rewards, strengthened the protection of minors, and constantly upgraded content.
At this seminar, Qu Tao, vice president of Wuyou Media Strategy Center, also emphasized the importance of self-discipline in the industry. He believed: "Strengthening supervision is the general trend and is also necessary for the industry. Platforms, institutions and anchors have clearly defined Rules and boundaries delineate the bottom line and red line, whether it is a platform or an individual, we must earnestly fulfill our responsibilities, and while enjoying the traffic dividend, we must also assume the traffic orientation.”
Platform self-discipline is an important port to effectively promote the implementation of the "Code". Zhang Fuping, vice president and editor-in-chief of Douyin Group, said: "The platform should build a complete system for anchor training, provide guidance from the source, and accurately crack down on violations in the live broadcast room. It is also necessary to strengthen support for high-quality content and anchors, and increase investment in social responsibility." The "Specification" adheres to the style and taste of positive, healthy, and high-quality communication, starting from the production end of the live broadcast industry, and guiding practitioners to rational thinking and Civilized expression.
Wang Jiequn, Secretary of the Party Group and Director of the Beijing Municipal Bureau of Radio, Film and Television, said: "Under the strong leadership of the State Administration of Radio and Television, the Beijing Municipal Bureau of Radio and Television will strictly implement its territorial management responsibilities, effectively take on the responsibilities of management and supervision, and ensure that the live broadcast format is fully integrated throughout the entire chain. The management is in-depth, meticulous and practical to provide a strong guarantee for the healthy development of the network anchor team."
"Specification" is like a roadmap for the online live broadcast industry, so that the industry is no longer limited by the induction of "traffic thinking", but in rational planning, continuously improve the reputation of the industry, and create a network of high-quality content such as culture and art. new position.
Optimize the industry evaluation system
In the early stage of development, network anchors are mostly operated by a single person or a small team. If there are no popular works, it is difficult to obtain financial support.
Nowadays, with the continuous improvement of relevant systems and the continuous optimization of evaluation standards, network anchors are becoming a new profession.
With the support of policies, perhaps in the future, the anchors will also be able to pass the professional title evaluation and gain their recognition in the professional field.
At the seminar, Wei Kaipeng, deputy director of the Personnel Department of the State Administration of Radio, Film and Television, introduced that the "Specifications" have a clear positive significance for creating a clear cyberspace and a good atmosphere for public opinion, for strengthening the construction of online anchor teams, and promoting the high-quality development of the online audio-visual industry.
Zhang Chenxiao, deputy director of the Network Audio-visual Department of the State Administration of Radio, Film and Television, said: "The "Specification" is an important task in the implementation of the comprehensive management of the cultural and entertainment fields in the radio and television and online audio-visual fields. Spread positive energy and create a clean wind and uprightness." The significance of the "Code" lies not only in the industry, but also in the individual.
The "Specification" clearly stipulates the qualifications of professional anchors: "For live broadcast content that requires a higher professional level, the anchor should obtain the corresponding practicing qualifications and report to the live broadcast platform for practicing qualifications. record."
In the process of systematically and comprehensively regulating the behavior of network anchors, the professional identity of network anchors has been continuously strengthened.
Especially now, with the large influx of Kochi people, a major force for cultural communication is being formed, and they will bring a breeze to the industry.
For the majority of ordinary live webcast practitioners, the guiding force of the "Specifications" cannot be ignored. Through the education of rules, political quality and social responsibility education for webcasters, they have gradually cultivated self-confidence in the industry and set a good example for them.
Data shows that by the end of 2021, the number of online live broadcast users in my country has reached 703 million, and the cumulative number of online anchor accounts has exceeded 100 million.
In 2020, the online live broadcast market will exceed 150 billion yuan.
A research report predicts that my country's online live broadcast market will exceed 2 trillion yuan in 2026.
The Ministry of Human Resources and Social Security has included the Internet marketer in the National Occupation Classification, making it a new occupation certified by the state.
Webcasters are also moving into new careers.
Strengthen professional ability and professional ethics
The popular science video series "Identify Popular Creatures on the Internet" has over 100 million likes, and the introduction of intangible cultural heritage into the live broadcast room has made traditional culture a new national trend. Behind these, the anchors have accumulated decades of deep cultivation in their respective professional fields. The professional knowledge has become the "hard currency" in the field of webcasting.
They rely on differentiated competition to attract audiences, and rely on continuous output of high-quality content to attract vertical users, while achieving quantitative change to qualitative change.
Since the beginning of this year, some network anchors have attracted countless fans with professional fitness content, and they have been on the hot search with bilingual goods. This enlightenment to other anchors is that professional ability is the core competitiveness.
Many anchors said, "Improving professional quality is the need for the sustainable and healthy development of the online live broadcast industry, and it is also the need for online anchors to stand out in the fierce competition."
Some anchors also said, "In addition to professional ability, the more important thing is to love this profession. Loving means cherishing one's own feathers, sticking to professional ethics and actively spreading positive energy."
The "Code" aims to further strengthen the construction of professional ethics of online anchors, standardize professional behavior, strengthen social responsibility, establish a good image, and jointly create a positive, healthy, orderly, harmonious and clear cyberspace.
According to Leng Cong, secretary general and researcher of the World Media Research Center of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, "Webcasting is a special cultural product that has both social and economic benefits, and the entire industry must put social benefits first. , so that social and economic benefits are unified.”
Therefore, network anchors should also put social benefits in the first place.
Wang Zhaonan, Secretary General of Beijing Online Audio-Visual Program Service Association, Vice President and Editor-in-Chief of iQIYI, said: "Internet anchors are an identity, a profession, a role model, and a benefit. In terms of value and other aspects, webcasting is very promising.”
Cyberspace is the common spiritual home of the people, and online content is the common spiritual food of hundreds of millions of netizens.
The rapidly developing live broadcast industry has become one of the important carriers for information transmission and content dissemination in all walks of life in the whole society.
Doing a good job and making good use of webcasting will become a cutting-edge force to promote the online development of traditional industries, and it will become an important window for disseminating excellent traditional Chinese culture.
Strengthening the construction of professional ethics for online anchors and regulating their professional behavior is not only an inevitable move to promote the healthy and orderly development of the Internet space, but also in line with the common aspirations and interests of hundreds of millions of netizens.
The release of the Specification allows viewers to see a bright future for the webcasting industry.
In the development of a more self-disciplined industry, the professional ability and professional ethics of the anchors will continue to improve, the aesthetic quality of the audience will also continue to improve, and the cyberspace will be more healthy, orderly, and airy.
(Reporter Niu Mengdi, correspondent Li Yilin of this newspaper)