Immediate comment | Self-media that seeks traffic without any bottom line should stop
2024-08-24
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Recently, the Cyberspace Administration of Shanghai Municipal Committee has used "Clear Pujiang" as its brand, targeting the problem of self-media's unscrupulous traffic-seeking tactics. It has successively exposed eight types of self-media routines and cases of unscrupulous traffic-seeking, including false misery, showing off wealth and money worship, fabricating "small essays", pretending to be ugly and curious, using title and cover parties, vulgarity, selling anxiety, and inciting group conflicts. At the same time, based on clues reported by netizens, a number of typical self-media accounts with unscrupulous traffic-seeking tactics have been dealt with.
For example, a number of accounts such as "Ziqi Tanfang", "Modu Nan" and "Zheng Caishen" were severely dealt with for using unscrupulous means to hype up social hot spots and incite group conflicts; the user "Yongge Zhunong" played the role of a farmer growing mandarin oranges today, and turned into a construction worker tomorrow, playing multiple "miserable" roles, gaining traffic by falsely selling misery, and was blocked in accordance with the law and contract.
For example, accounts such as "Busy Old Song" and "Entertainment Daily Explosion Society" regarded short videos showing off their wealth as the "password" for traffic. They seemed to share "daily life" but were actually "showing off their wealth to attract traffic", conveying the wrong values and outlook on life of money first, material first, and comparison and enjoyment. They were banned for one year. The routine was exposed, the punishment was made public, and the self-media that sought traffic without any bottom line should stop.
A closer look at these cases shows that most of them describe or show very specific life scenes, which can easily mislead the audience. Driven by the profit of "traffic is king", these self-media will do everything they can to hype up hot topics when there are hot topics, even at the cost of distorting facts, creating confrontation, and infringing on the privacy rights and other legitimate rights of the news parties; when there are no hot topics, they will artificially create hot topics by making up stories and false interpretations to ignite topics.
The resulting "toxic traffic" not only disrupts the public order of the Internet, but also has a deeper harm in that it pollutes the Internet information pool, distorts the values of some audiences, and invisibly destroys social trust, causing many people to subconsciously choose to "not believe" a lot of Internet information. However, the Internet is the living space of modern people, and it cannot be handed over to these unscrupulous self-media, nor should it be arbitrarily smeared.
This rectification campaign in Shanghai has focused on "strengthening the responsibility of platforms". After all, platforms are the carriers of self-media. On the one hand, platforms should increase the frequency of daily inspections and the sensitivity of monitoring. Once illegal content is found, relevant accounts should be dealt with quickly to block its dissemination path; on the other hand, a positive content recommendation mechanism should be established to encourage the production of high-quality content and curb low-quality content such as malicious hype and false information.
It is not a one-day job to rectify the "unscrupulous traffic-seeking" self-media. The management departments should actively perform their duties, the platforms should be responsible for defending their territory, and every self-media practitioner should also restrain the impulse of traffic and change their creative methods from the perspective of thinking. The Shanghai Municipal Party Committee Cyberspace Administration has continuously released typical cases to issue industry-wide warnings, guide self-media practitioners to have red lines in their eyes and bottom lines in their hearts, and reflect on themselves by comparing with the cases, and make corrections as soon as possible; at the same time, it also allows the majority of netizens to enhance their ability to identify, see through the traffic-seeking routines of bad self-media, and avoid falling into traps.
A clean cyberspace is a basic need of the people and is part of a better life. "Self-media" is not a "free body" that can do whatever it wants, nor is it a "private plot" that can harvest traffic at will. Only when all parties work together, fulfill their responsibilities, and resolutely say no to "unscrupulous traffic", can we jointly create a clean and orderly cyberspace and protect the common spiritual home of hundreds of millions of people.
The chief commentator of The Paper and
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