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By Hu Xinhong

(Author Hu Xinhong is a special commentator for Lizhi News, a famous middle school teacher, and a media commentator. This article is an exclusive commissioned article for Lizhi News Client and Lizhi.com. Please indicate the source when reprinting.)

Selling misery doesn't work anymore, so some self-media have begun to use the "infuriating to death" approach to gain traffic - exaggerating family conflicts, creating identity confrontations, targeting social justice... On the screen, there are actors performing in a chaotic and infuriating manner, making people want to "punch them through the screen"; outside the screen, there are netizens who are so angry that they can only regret that their comments are not fast enough and they can't help but express themselves.

In the Internet age, traffic is not a sin as long as it is obtained in a proper way. In the current fierce competition, it is understandable for self-media to publish some "alternative" short videos to attract attention, provided that they do not violate laws and regulations and public order and good customs. However, earning "popularity" by "irritating people" is not one of them.

Nannies abuse children, husbands beat their wives, children are forced to go on blind dates by their adoptive mothers, and mothers deliberately hold their children upside down... Either one is slapping, or the other is kneeling and crying. The degree of "infuriating" determines how quickly it becomes a hot search. It is worth noting that the reason why short videos that "infuriate people to death" are so rampant is that "emotional traps" may be an important reason.

In short, when people see such videos, they tend to associate themselves with the discrimination and prejudice they have experienced or encountered. Under such emotional "resonance", the truth will be intentionally or unintentionally ignored, so they will "crazy" comment and forward. Some extreme cases that may exist in the real world, once exaggerated, seem to be everywhere, and each one is more excessive than the other. Such momentary "pleasure", if accumulated, will form a psychological scam, solidify people's prejudices, and even induce "social malpractice" and reduced happiness, affecting the public's mental health and social harmony.

It is no exaggeration to say that even if you know that it is "pure fiction", being "influenced" too much will probably leave a shadow in your heart that is difficult to erase. Moreover, with just a few small words that are almost invisible to the naked eye, the "clever" intention is self-evident. Many people can't find the clues at all and may believe it without distinguishing. Especially children whose minds are not yet mature are more likely to be misled by these extremely "stimulating" contents, causing endless harm.

It is the responsibility of the platforms to rectify the "infuriating" short videos. Just by removing the videos from the shelves after discovering the problem, "small punishment" may not necessarily produce the effect of "big admonition". In the face of huge traffic temptation, there are always strange ethical dramas that are constantly staged, which are hard to guard against. Therefore, relevant platforms cannot be satisfied with "after the fact", but need to plan ahead, strengthen the awareness of "gatekeepers", optimize the algorithm recommendation service mechanism, focus on supporting the flow of excellent content, and guide users to pay attention to more valuable and meaningful content. If more good things that promote positive energy are spread, the living space of "infuriating" short videos will naturally be greatly compressed.

Content creators should reflect deeply. In the process of pursuing click-through rates, attention and revenue, do they deliberately create or exaggerate contradictions, conflicts and anger in order to cater to the negative emotions of some audiences? Do they pursue excitement and controversy too much and ignore the quality and value of the content? This short-term profit-oriented behavior not only damages the mental health of the audience, but also destroys the healthy development of the network ecology. In the end, earning "popularity" in this way will not last long.

The Internet is not a lawless place, and self-media creation cannot be without boundaries. In recent years, regulatory authorities have continuously stepped up their efforts to govern vulgar short videos, issued many policies and regulations, and taken a series of rectification actions. In March 2022, the State Council will list the comprehensive cleanup of all kinds of illegal and irregular live broadcasts and short videos such as "color, ugliness, weirdness, fake, vulgarity, and gambling" as key rectification content. In July last year, the Central Cyberspace Affairs Office issued a notice proposing work requirements to strengthen the management of self-media in terms of strictly preventing counterfeiting and imitation. In April this year, the Central Cyberspace Affairs Office launched a two-month special campaign across the country called "Clear and Bright, Rectify the "Self-Media" Unscrupulous Traffic" and self-media's behaviors of deceiving the public with fakes were once again listed as key rectification projects.

There is no such thing as the most infuriating thing, only more infuriating things. Facing the "infuriating to death" short video, the public should also ask themselves, don't let their negative emotions or curiosity become the soil that promotes its growth. As rational individuals, we should learn to distinguish between truth and falsehood, objectivity and prejudice, and not be led astray by junk emotions. Only by working together can we jointly maintain the clarity and civilization of cyberspace.