internet anchor has officially become a new profession, how can it develop healthily?
2024-09-18
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the ministry of human resources and social security and three other departments recently announced 19 new occupations, among which online anchors are among them. the "research report on the development of china's online audiovisual (2024)" shows that by december 2023, the number of professional anchors has reached 15.08 million, the average daily short video updates on major short video platforms are nearly 80 million, and the number of daily live broadcasts exceeds 3.5 million.
the official emergence of online anchors as a new profession also provides a better foundation for the construction of a related professional system. in the vertical screen era where "everyone can be an anchor and everyone wants to be an anchor", how can the new profession of online anchors develop healthily?
flowers and weeds
in recent years, some anchors have shared knowledge on the internet platform, and the content they created has broadened the audience's horizons and formed a stream of fresh air in the internet space. for example, the online anchor "du liang" used ancient poems to lead netizens into the palace of literature, "jiang xunqian" used intangible cultural heritage stories to tell chinese traditional culture, and some experts and scholars popularized professional knowledge in easy-to-understand language.
an online anchor is live streaming in the fields to help farmers sell goods
at the same time, there are also some bloggers who sensationalize, fabricate stories, and perform in a borderline manner in order to attract traffic.
in february this year, the internet anchor "mao yibei" fabricated a false video, claiming that he had picked up the winter vacation homework of a chinese primary school student qin lang in paris, france, which caused a bad influence; after an internet anchor became famous for singing at heze south station in shandong, many internet anchors rushed to heze south station, and some anchors with strange costumes "danced wildly" at heze south station; some internet celebrities created fictitious personalities online to show off their wealth, and some sleep-inducing anchors used the banner of sleep aids to attract traffic.
looking at various online platforms, the quality of content released by online anchors varies greatly, with fresh flowers blooming while weeds growing everywhere, which has become the true ecological picture of the current online anchor industry; the repeated bans and long-term persistence of "bad money" have also become a difficult problem for the development of the online anchor industry.
why are ugliness and ridicule so prevalent?
a reporter from ban yue tan found that the development difficulties of the online anchor industry are difficult to resolve, and there are roughly three reasons for this.
first, the ai push mechanism does not strictly control the value attributes of the content. it is understood that when the network anchor releases a video, the short video platform will use the ai push mechanism to first push the short video content to the preliminary "traffic pool" for viewing. the algorithm will derive technical indicator parameters including playback volume, completion rate, average playback time, 2-second bounce rate, 5-second completion rate, playback rate of more than 3 seconds, cover click rate, etc. these basic parameters will determine whether to continue to push the short video to the "traffic pool" with a population of millions.
shen yang, a professor at the school of journalism and communication and the school of artificial intelligence at tsinghua university, believes that technical indicators are not responsible for content, which has led to a large number of videos that are "ugly" and "joking" and do not have positive values being "pushed". "although major internet short video platforms have manual review positions, there are relatively few judgments on the value attributes of dissemination content in the manual review clauses. if the existing clauses cannot determine that the short video content is directly in violation of regulations, the manual review will still pass." shen yang said.
second, the priority given to traffic, people will take advantage of any trend, and imitate others, which makes it difficult to eradicate the tendency of bad money driving out good money. an online anchor told the reporter of banyuetan that the online anchor industry is gradually becoming saturated, and those who can become popular are mostly those who take advantage of the trend and show off. in this situation, anchors face a dilemma: "if you don't take advantage of the trend, you won't have traffic. if you create some innovative and good content, it will be difficult for more people to see it."
dong chenyu, associate professor at renmin university of china, believes that current online anchors are facing an "impossible triangle" dilemma: continuous updates, high-quality content, and compliant production. achieving all three requires high levels of professional training. when faced with the "impossible triangle", some people choose to abandon standardization. when standardization is abandoned, it is easy to touch the bottom line or even cross the bottom line.
third, the lack of fact-checking has led to the spread of false information, rumors and gossip. in some major emergencies and online hot topics, some anchors fabricate facts to attract attention and gain huge traffic in a short period of time. "in the post-truth era, attention is scarce," said guo xiaoan, dean of the school of journalism at chongqing university. "in order to gain traffic and attract attention, online anchors continue to fuel online hot topics. in addition, the lack of fact-checking can easily lead to the spread of false information and rumors in the public opinion field in a short period of time."
professionalization is urgent
if you want to know the straightness, you must have a ruler; if you want to know the squareness, you must have rules. how to establish industry norms for tens of millions of online anchors? the experts interviewed believe that the establishment of ex ante norms and ex post punishment should go hand in hand and be a two-pronged approach.
"our existing governance is all post-event punishment, focusing on the governance of individual cases. individual case-based post-event punishment is not sustainable." dong chenyu said that the online anchor industry's prior regulations, training plans, management mechanisms, ethical codes, etc. need to be built in a more detailed and specific manner.
"from the perspective of strengthening the main responsibility, it is necessary to establish and gradually raise the entry threshold for mcn agencies (companies that help contracted influencers to continuously output and monetize content)." dong chenyu said that the industry is currently in a bonus period, and some mcn agencies entered the market with speculative purposes. the entry threshold is extremely low, and the abilities of the anchors are uneven, which has affected the formation of a positive industry ecological pattern.
zhang yuqi, general manager of guangdong wuwei media co., ltd., said that mcn organizations should encourage online anchors and content producers to innovate, provide valuable, in-depth and interesting content, establish good cooperative relationships with online anchors, and jointly promote the healthy development of the industry.
in december last year, the douyin platform implemented a credit point system for online anchors, which deducted credit points from anchors who violated the rules, temporarily or permanently closed their accounts, and strengthened anchor supervision. guo xiaoan believes that for internet platforms, in addition to adhering to the three bottom lines of legal system, public order and good customs, and public system, the management rules must also be continuously refined and concretized to adapt to the new characteristics and new rules of current internet content production, and guide content publishers to publish more authentic content with more positive values.
"the professional certification from the ministry of human resources and social security will definitely promote the professionalization of online anchors." dong chenyu suggested that a clear definition of professional online anchors should be made first. for example, anchors with a certain number of fans or a certain amount of sales, and with a stable live broadcast duration and broadcast frequency will be counted as professional online anchors; then a professional standard system for online anchors should be established to let online anchors know the boundaries, standards, restrictions, and rules. "starting with the top anchors, local training and guidance can be provided to online anchors in various places in a hierarchical, classified and layered manner." dong chenyu said.
experts interviewed said that in the future, online anchors and online video content production industries will be an indispensable force in china's marketing, retail, and cultural and creative industries. how to cultivate and make good use of these "online" forces still needs to be explored.
source: banyuetan wechat official account
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