illegal "riding on the heat"? be careful not to get yourself "burned"
2024-09-03
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text/meng yu
the emergence of the internet has "recreated" a world for us. this "new world" has a similar operating mechanism to the real world we live in. in recent years, the "profit-seeking" nature of the internet has been magnified by human desires, making "traffic logic" a prominent subject. at the same time, whether the platform can hold the "valve" of traffic has also become a key point between "steady flow" and "mud and sand flowing in".
it is worth noting that traffic is not a castle in the air, but is backed by identity and information. that is, when users publish content information, marketing information, product information, etc., and attract attention, traffic is generated. subsequently, users use traffic to buy and sell, thus realizing the monetization of traffic. in this process, the platform not only plays the role of a carrier, but also plays the role of supervision and control.
without strict control, chaos will occur frequently. for example, in real life, someone is clearly selling duck meat, but insists on saying it is mutton. this is "content fraud"; discounts are given every day, but every day it is said to be "the last day", this is "marketing fraud"... maybe in the end there is indeed attention and income, but such income can only be called "illegal income". therefore, the real world needs to do a good job of market supervision, and the ecological maintenance of cyberspace is also inseparable from the platform's responsibility and fulfillment of its duties.
cyberspace cannot escape the invasion of "fake chaos", and behind these chaos are the characteristics of the network itself. the internet is a huge loudspeaker and magnifying glass, which stage hot events one after another every day, focusing countless eyes. in the eyes of many people with ulterior motives, such hot spots are unique billboards, placed in the most crowded places in the busiest squares, always thinking of "scrambling" a piece of space on them. "scrambling hot spots" has become a marketing trick and traffic password. therefore, in cyberspace, we let our careers transcend boundaries, let our thoughts go far, record a good life, and see a vast world, but a group of people who use false information to illegally ride on the heat and make improper profits have also emerged.
for example, some people falsify their identities and impersonate the parties involved in hot events in order to attract attention and sell products; some people falsify content, or publish false information, or deliberately stir up trouble in order to attract attention and gain traffic; some people falsify marketing, using the so-called "exposing corruption" and "revealing secrets" as gimmicks to publish false information to discredit industries, merchants or commodities, and then sell their own products in the above-mentioned fields; some people falsify traffic, and publish homogeneous, low-quality, or even illegal and unlawful content in batches that has no substantive meaning, inducing and deceiving users to like, collect, and share the content, forming "ghost traffic."
these behaviors are extremely harmful. from an individual perspective, they affect the audience's judgment and infringe on the rights of consumers; from a macro perspective, they disrupt the market order and interfere with the market ecology. what's more serious is that once similar behaviors gain "sweetness" and become a trend, they are likely to breed prejudices such as "this is how it should be on the internet" and "this is how it is on the internet", which can be said to be truly harmful.
from the subject to information, from marketing to traffic, illegal and improper profiteering has formed a chain operation. therefore, in response to the chaos, we must not only use the sword to "cut the grass", but also "shovel" to eradicate the roots, and treat the whole chain and multi-faceted treatment, so as to truly make the illegal profiteering chain collapse across the board.
we have seen that the central cyberspace affairs office has launched a two-month special campaign across the country to "clear up and rectify the 'self-media' that seeks traffic without bottom line". focusing on the prominent problems of "self-media" creating hot spots without bottom line and creating "information traps" that are mixed with the real and the fake, we will strictly rectify the "self-media" that ignores the public interest, violates public order and good customs, disrupts public order, and does whatever it takes to gain traffic and loses its bottom line. "fire" at those who violate the rules and make improper profits by taking advantage of the hot spots, not only to hit them as soon as they appear, but also to "make the final decision".
some platforms have also responded positively, taking concrete measures to implement the "clear and bright action" nerve endings. for example, the douyin platform has launched a special campaign to crack down on illegal accounts and content such as "publishing false information in hot events that are of concern to all parties, and making improper profits after hyping up the hype", "publishing false information, deliberately provoking conflicts between families, genders, regions, etc., and making improper profits after hyping up", "publishing so-called industry-revealing content, creating panic and exaggerating anxiety, and making improper profits", and "gangs trying to publish homogeneous, low-quality, or even illegal and illegal content through operating matrix accounts, and making improper profits". banning accounts, revoking live broadcast and profit-making rights, erasing accounts that improperly obtain fans, and clearing out mcn organizations to which illegal accounts belong, etc. for serious cases, the platform will report clues to the public security organs and make every effort to assist in the investigation and crackdown.
whether it is the high-level deployment of the cyberspace administration of china or the sharp implementation of the network platform, we can see the responsibility of guarding the territory and fulfilling the responsibility, and also see the ability and determination to purify the network ecology, protect the cyberspace, and safeguard the rights and interests of users. this time, many "hot-scalders" were really "burned" to the point of being completely burned, which will surely serve as a profound warning. in the future, i believe that with more powerful measures and the joint efforts of all sectors of society, the cyberspace will definitely be healthier, cleaner, and more positive.
source: the paper
