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Jimu News commentator Wen Qingman

Intern Wang Jinrui

Recently, a platform issued a notice stating that a small number of "self-media" have planned false personalities. In their personal profiles and published content, they claim to be senior executives of famous companies, experts, or self-proclaimed "masters" who cannot be verified. They use exaggerated or false identities to gain the trust of users and then divert users to third-party platforms for monetization, which seriously violates the platform rules. The platform will carry out special rectification against false personalities, and take measures such as removing content, prohibiting followers, and banning illegal accounts. (According to a report by Jiemian News on July 23)

(Photo source: Justice.cn)

The so-called "false persona", as the name suggests, refers to the characters shown on the screen, which are carefully packaged and designed in terms of titles, experiences, clothing, words and deeds, presenting an ideal image that is inconsistent with reality. It is true that in the Internet era of information explosion and scarce attention resources, a good persona can indeed quickly attract attention, cover up its own shortcomings, win the trust of the audience, and quickly cash in to make quick money and transform it into actual commercial value. But when this "persona" is based on falsehood, it is essentially a deception of the public.

For some time, there have been an endless stream of self-written, self-directed and self-acted fake "character identities", which are hard to distinguish. Many of them are "special supplies": from "successful people" to "emotional godfathers", from "Chinese studies lecturers" to "parenting experts", targeting different groups, disguising themselves as different personalities, and taking advantage of people's "pain points" to harvest, which is impossible to prevent. Similar operations are popular, the personalities are fake, the names are fake, and it is no wonder that netizens wonder "what else is real?"

It is not difficult to find that behind the fake persona, traffic is real and profit is real. Even though they all sing their own tunes and exaggerate, in the end they all follow the same model and routine of "increasing fans - bringing goods - realizing cash". "Masters" and "experts" flaunt their high-level and authority, either talking endlessly or telling stories. When the audience is confused to the point of losing rationality, they either sell online courses or introduce anchors to bring goods, and the ultimate goal is only profit. Although these carefully woven lies may bring traffic and revenue in the short term, in the long run, they are tantamount to drinking poison to quench thirst. In the end, it is not only the personal reputation that is damaged, but also "bad money drives out good money", which undermines the health and credibility of the entire network ecology.

The "Research Report on the Development of China's Internet Audiovisual (2024)" shows that the scale of short video users in my country has exceeded 1 billion. More and more "masters" and "experts" have emerged out of thin air, and the risks of public opinion and the business ecology have been eroded. Recently, the Central Cyberspace Affairs Office issued a notice to launch a new round of "clear and bright" action across the country for a period of one month, focusing on rectifying five types of chaos in the field of online live broadcasts, such as fabricating false scenes and personalities, "pseudo-popular science" and "pseudo-knowledge" to confuse the audience. Among them, the rectification of false personalities and pseudo-experts will strengthen the verification of anchor qualifications, strictly screen the service qualifications, professional qualifications, and professional backgrounds of relevant personnel and institutions, and strictly deal with illegal accounts in accordance with laws, regulations, and contracts.

Therefore, the establishment of a persona is not just talk, nor can it be passed by simply labeling or "beautifying". A disguised persona is like a gorgeous commodity on a shelf. Once the outer packaging is peeled off, people will taste your ordinary taste, without connotation and surprise. The illusion will fade away, and the collapse of reputation is inevitable. Only by long-term cultivation and doing as much as you say can you stabilize your persona and make it a driving force to push yourself forward, rather than a pit that will overturn one day.

(Source: Jimu News)

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