The drama has not yet been broadcast, and Douban is now ahead of the review? CCTV exposed the absurd phenomenon of the "water army" accusations

Recently, there have been two film and television dramas that have successively appeared in the absurd phenomenon of advanced reviews.

Among them, on December 1, "Wind Rises Luoyang" was originally scheduled to start broadcasting at 20 o'clock, but for some reason, the start time was postponed to about 21 o'clock. However, at the original start time, a large number of ratings and short reviews have been poured under the entry, which show a polarized state of one-star and five-star. After Douban Movie found the abnormal situation, it immediately carried out investigation and treatment.

A similar situation followed when "Who's the Killer" premiered on December 5. After the first two episodes of the heroine have not yet appeared, a large number of comments and one-star short reviews questioning her acting skills and lines have emerged on the Douban platform. The phenomenon of "advanced comments" in two film and television dramas was questioned by netizens as a "water army" brush points and control comments.

On the evening of December 14, in response to the suspected encounter of water arms control reviews in the two episodes of "Wind Rise Luoyang" and "Who is the Murderer", the official Weibo of Douban Movie responded: In response to the increasingly evolved water army attack and simulating the behavior of real users using patterns to try to raise numbers and brush points, the algorithm, recognition program, and strategy of judging "abnormal scoring" and "abnormal users" in the background of Douban have been updated and evolved in real time to ensure the normality of the ratings.

In response to the attempt to undermine the fairness of the score and disrupt the normal order of the platform, Douban said that it will pursue responsibility through legal channels. And Douban Business has never had, and will not have any cooperation related to scoring, any company or individual that claims to affect the Douban score or the opening time is a liar, and Douban will be held responsible according to law. In addition, Douban Film said that there are still deficiencies and room for improvement in product display and external communication, which is deeply apologetic.

Douban score is getting more and more "water"

In fact, not only the above two, many film and television dramas have been brushed and criticized. Admittedly, a lot of people really write their own reviews because they like or hate the plot. But the so-called "water army" may not have seen the play and appeared in the comment area.

When the "water army" carried out brush point control and evaluation, they had broken the basic rule of "first look at the works and then score". According to the CCTV reporter's investigation, often a price of 1 yuan or even a few dimes can attract a large number of water troops to take orders for control and evaluation.

Douban completely handed over the evaluation rights of film and television drama works to users, initially so that ordinary moviegoers can express their views on a work and give an average score for everyone's reference. However, this original intention is now becoming more and more difficult to achieve.

With the expansion of the user base, the impact of Douban scores on the box office and ratings of film and television works is getting bigger and bigger, and some project parties can't help but move "crooked minds". In addition to brushing points, some projects will even hire water troops to maliciously smear the opposite home, so as to suppress competitors and elevate themselves, which has long become an open secret in the industry.

It is understood that when some film and television dramas are broadcast, the project side will find a marketing company to control the evaluation and put forward requirements for the Douban score, and then the marketing company will dock with the supplier, compare the price, and complete the established task. Usually, suppliers have a large number of QQ and WeChat groups, and most of the people in them are part-time personnel who specialize in brushing points for Apps such as Douban, Zhihu, and Xiaohongshu. They have a strong "professional degree", and the account weight is high, which is difficult to be identified by Douban.

In terms of type, the services provided by suppliers are also more subdivided than imagined, such as short evaluation package display, short evaluation package display, long evaluation package display, long review reply, discussion area posting, Douban red person long review, Douban vegetarian long review, etc., with their own quotations and rules.

The "package display" mentioned in it refers to ensuring that the account will not be judged as abnormal by the system due to extreme scoring or multiple scoring in a short period of time, resulting in comments not being displayed normally. Suppliers can skillfully use such terms, which shows that the rules of Douban have long been understood.

Is the water military control review suspected of violating the law?

On the one hand, it may adversely affect the reputation of film and television dramas that have been brushed off, and its creative companies will also suffer certain economic losses. However, some shoddy film and television works can become "highly acclaimed" works through traffic fraud, forming a phenomenon of bad money expelling good money.

On the other hand, the actions of the water army usually serve the purpose of "rhythm" and control of public opinion. In the face of the crowd that grasps the truth, it is to encourage insults and insults, so that those who have the truth do not dare to speak out and "mute" the truth.

In fact, the water army's behavior of controlling and commenting on film and television dramas not only has a negative impact on netizens, the development of the film and television industry and the scoring platform, but also may even be suspected of violating the law.

Associate Professor Zhu Wei, a researcher at the Communication Law Center of China University of Political Science and Law, said that on the one hand, the control and evaluation affects the rights of business operators, on the other hand, it also affects the consumer's right to know and the right to free evaluation, from the perspective of these two rights, the control and evaluation are within the scope of the Anti-Unfair Competition Law.

In February this year, some netizens left a message on the official website of the State Administration for Market Regulation to inquire: "Is it legal to control and evaluate TV dramas?" "The official response: the accusation is suspected of violating the Anti-Unfair Competition Law, and can submit sufficient evidence materials to report to the market supervision and management department at or above the county level, or directly dial 12315 or log on to the 12315 Internet platform to make an appeal and report.

In recent years, the Cyberspace Administration of China has also issued a number of provisions, such as the Provisions on the Ecological Governance of Online Information Content, the Regulations on the Administration of Public Account Information Services for Internet Users, and the Regulations on the Administration of Internet Post Comment Services, which have more detailed regulations on the brushing and commenting behavior of the network water army.

At the same time, experts believe that the platform party also has the right and obligation to manage the network environment. The phenomenon of flooding of water forces shows that there are loopholes in the operation and management mechanism of the platform, which makes it possible for those with bad intentions to take advantage of it. In view of the phenomenon of accusation and evaluation, the regulatory side also needs to form a normalized and long-term governance mechanism to solve the problem of litigation difficulties in prosecution and evaluation cases and improve the quality and efficiency of judicial organs. Only by "controlling and controlling" can we eliminate this long-standing "flood disaster".

(Titanium media APP editor Zhai Biyue synthesized from the daily economic news, CCTV news, etc.)