check out the "white coat" carrying goods in the live broadcast room
2024-09-27
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opening the short video, the blogger was wearing a white coat and talking eloquently, recommending milk and selling laundry detergent. for a moment, it was unclear whether this was a doctor's science popularization or an anchor selling goods. recently, media investigations found that some anchors wearing doctor's "vests" have become popular in live broadcast rooms, bringing goods and selling "pseudo science popularization".
taking advantage of the trend of online science popularization, more and more "white coats" appear in live broadcast rooms. it would be a good thing if real doctors seriously shared medical knowledge, popularized health knowledge and helped more people improve their health literacy. but as the "doctor live room" became a traffic distribution center, speculators also flocked to it. although some doctors have qualifications, they have lost their professional bottom line in the face of profit sharing. they do not care whether the products are healthy or not, regardless of whether they are related to their profession. they focus on selling products. milk, vitamins, contact lenses, and laundry detergent are all among the "screaming" items. some anchors have no medical qualifications at all, and they dare to go on camera just by wearing a white coat, "writing scripts and making up stories," creating conflicts and selling warmth, causing the audience to wipe their tears and dig into their pockets. what's more, they made up many titles such as "national first-class health physician" and carried out a "brainwashing" sales scam.
“it’s science popularization in words, but business behind the scenes.” in-depth interviews with the media found that the creation of "fake doctors" has now formed an operational chain: the anchor is responsible for appearing on camera, the operations department shoots, edits and publishes content and is responsible for advertising, and the customer service department maintains the comment area and responds to private messages. everyone has their own words, but the ultimate goal is to convert "traffic" into "sales." without the baggage of professional ethics, "whatever content is popular will be used", so all kinds of pseudo-science popularization became popular. more importantly, wearing a "white coat" to deceive the public is essentially consuming the social trust of doctors. doctors without qualifications are certainly fake, and even doctors with professional qualifications may find it difficult to be called "doctors" after forcibly "crossing boundaries" and trampling on the bottom line.
short video platforms are by no means illegal. last month, the cyberspace administration of china launched a special campaign targeting “pseudo-science popularization” and “pseudo-experts”. data from a certain platform shows that in august alone, 1,711 relevant illegal accounts have been banned indefinitely, short-term banned, etc. while curbing platform content chaos, we must also strengthen the review threshold for self-media in the medical industry. at present, although the major platforms have basically launched identity authentication, there is no unified standard for whether it requires "proof of employment" or "only a practicing physician qualification certificate" or even "pharmacist or nurse certificates", let alone during the live broadcast process. copywriting review, etc. in this regard, platforms must take responsibility and conduct detailed supervision, and medical institutions should also strengthen the management of medical personnel, draw red lines, and work together to put an end to the behavior of using "white coats" to defraud traffic.
doctors are kind-hearted and are respected as "angels in white". they maintain the rigor and professionalism of the medical industry, eliminate "li ghosts" who fish in troubled waters, and urge practitioners to cherish their feathers, so that they can be worthy of the respect and expectations of society.
source: people's daily
