Xiao Shengfang, a deputy to the National People's Congress, president of the Guangdong Lawyers Association, and director of Guangdong Shenglun Law Firm, proposed to carry out classified supervision of online live broadcasts, and implemented a cooling-off period system for some "pure value" live broadcasts and non-professional "dance" live broadcasts, that is, tippers can withdraw tips within three days without reason.
Li Jun, a deputy to the National People's Congress and secretary of the party branch of Xiuyun Village, Baiyi Town, Cangxi County, Guangyuan City, Sichuan Province, suggested closing live broadcast tips and strengthening positive energy guidance.
Live broadcasting under the traffic dividend also needs to wear the cloak of self-denial
Regarding the issue of network anchor content standardization, governance and rectification, it is a high incidence of public opinion in recent years. Li Jun said: "Online live broadcasting has won a large number of Internet celebrities with strong gold-absorbing ability, and has also brought many social problems: rubbing traffic without a bottom line, live broadcasting without a bottom line, online begging, data fraud, vulgar content, etc., which is worrying." ”
With the rapid development of the Internet, the live broadcast mode of instant interaction of video output by network anchors has ridden the rapid development of the hormonal economy and has become a spiritual comfort for otaku and otaku to pass the boring time. It is undeniable that the prevalence of network anchors does make the entertainment model more diversified to a certain extent, but at the same time, the other side of the double-edged sword is sharper, and the problems such as network anchors rubbing edge ball content and minor tips are prominent, making the Internet social entertainment environment more and more "pathological".
Let's turn the clock back to 2016, when the blowout of more than 600 live broadcasting platforms, the beauty anchors wearing filters, the singers with pleasant voices, the skilled game anchors, etc., made the social entertainment of the Internet glow a new scene at the same time, but also made vulgar and unbearable become synonymous with the live show.
The accumulation of capital has injected a large amount of power into the live broadcasting industry, and the scale of the live broadcasting market in 2016 reached 20.83 billion yuan. The competition between mainstream live broadcasting platforms such as YY, Douyu, Pepper Live, Six Rooms, and Panda TV has intensified, and in order to win over users, they are competing to stage hormonal edge ball content. Subsequently, the Ministry of Culture and other relevant departments began to strengthen the supervision of live broadcasting vulgar content.
In April 2016, Beijing Wen cooperated with more than 20 platforms engaged in online performance (live broadcasting) to release the Beijing Convention on Self-Discipline in the Online Live Broadcasting Industry; In the same month, 19 online live broadcasting platforms, including YY, Douyu, and Panda TV, were included in the Ministry of Culture's investigation and punishment list for allegedly providing content that endangered social morality, such as promoting obscenity and violence; In July 2016, 16,000 online live broadcast performers were processed and more than 4,000 live broadcast rooms were closed; In July 2017, the National Public Information Network Security Supervision stipulated that online live broadcasts prohibited tattoos, pornography, vulgarity and other bad behaviors; In November 2020, the State Administration of Radio and Television issued a notice on strengthening the management of online live show broadcasting and e-commerce live broadcasting...
"Formal platform operators have been tightening the management of platform content, and are also increasing the review of the age of registered platform users." Mr. Yang (pseudonym), the former head of Xiaomi's language chat software business, said that whether it is to become an anchor or a consumer on the platform, as long as it involves money transactions such as tips and gold coins, it must go through real-name authentication, in terms of content management, there are administrators who will supervise the content of the voice anchor in real time for 24 hours, once there is illegal content, it will be the first time to warn or even close the room, and the user's comment interactive content also has a sensitive thesaurus to avoid vulgar content.
But Mr. Yang also said, "Although each platform has strict restrictions on content and users, there are still inevitable some shortcomings and difficult to define the emergence of loopholes." For example, there will be code words between anchors and users, with deep meanings other than literal meanings, which requires our platform operators to be able to grasp these words at the first time, circumvent and warn, so our sensitive thesaurus is also getting larger and larger. To some extent, the formation of these code words is a "lingering breath" under strict supervision.
"Some obscure content satisfies people's voyeuristic desires, and indeed can obtain higher traffic and monetization, but this kind of wild road that violates public customs and good order is not long after all, but this wild way still has a certain impact on the regular platform, which will make the live broadcast industry have a tendency to compete maliciously downward as a whole, so it is too important to increase the supervision of content output." Mr. Yang said that the threshold of live broadcasting is too low, and all kinds of people have caused chaos in the industry, and even before there was such an absurd thing as live gynecological surgery. Therefore, when they previously controlled the content, they would tilt the traffic to the voice anchors with cultural content output value, and at the same time, they would also hold some competitions regularly, such as singing competitions, host competitions, etc., and found some anchors with a high level of support, focusing on cultivating support. "When people's emotions and curiosities are amplified through live webcasts, taking off the cloak of self-denial and morality, it is a farce."
Closing live streaming tips has a huge impact on the industry, and vigilance against minors' live broadcast tips is the bottom line
If the vulgarity of live broadcast content is an erosion of users, then the tipping of minors live broadcast is an untouchable bottom line. Minors are mentally immature, easily confused and impulsive, resulting in their frequent and huge amounts of tips in live streaming tips.
In recent years, there have been countless disputes arising from the live broadcast of minors. In July 2016, 12-year-old Xiao Zhao indulged in online live broadcasting, and paid 30,000 yuan for the anchor for half a month; In 2017, a 12-year-old primary school student in Haikou paid the game anchor and spent 40,000 yuan of savings from the mother of the sanitation worker; In 2019, Xiao Wu, who was less than 10 years old, tipped a number of anchors a total of 143 times through the APP in 11 days, with an amount of nearly 100,000 yuan; In 2020, Liu Mou, who had just turned 16, gave all the more than 1.6 million yuan that his father used for capital turnover to the anchor of a live broadcast platform...
In the face of such a situation, the relevant departments have been striking hard. In November 2020, the State Administration of Radio and Television issued the Notice on Strengthening the Management of Online Live Show Broadcasting and E-commerce Live Broadcasting, which stipulates that minor users cannot tip; In March 2021, with regard to minors tipping and anchoring, the Supreme People's Court clarified that where minors conduct live streaming tips without the consent of their guardians, and the guardian requests that the network service provider return the money, the people's court shall support it.
When talking about if, as li jun, a deputy to the National People's Congress, suggested, turn off the live broadcast tipping function, so that not only can the vulgar content be spoiled, but also the chaos of rewards from the source, especially the problem of minor tipping, Mr. Yang said that the impact on the live broadcasting industry is huge, "Let's first look at the relationship between the platform and the anchor, in general, most of the anchors have signed the guild, the guild and the anchor model can be understood as the relationship between the agency and the artist, the platform and the guild cooperation, which has a platform, a guild, The anchor is divided into three parties to the problem. Mr. Yang explained that some guilds will guarantee the bottom income of anchors, but this part of the income is very small, in addition to the head of the top stream anchor can receive promotion and monetization, the tip sharing is the main composition of most of the anchor income, and this is also one of the platform and guild income components, so if the live broadcast tip function is really closed, the impact is huge.
"Although there are still such and such problems in the live broadcasting industry, in recent years, under the protection of multiple parties, many bad problems, including minors' tips, are changing in a positive and healthy direction." Mr. Yang said that he is still very optimistic about the future of the live broadcast industry, the product of the birth of Internet social entertainment, although it has gone through a "detour", but it will eventually return to the right track, and this requires from the legislative supervision of the relevant departments to the platform rectification and tightening, etc., the whole industry to work together to purify the environment, to the majority of users, especially minors, a green live broadcast atmosphere.
Perhaps, as Proposed by Xiao Shengfang, a deputy to the National People's Congress, the Internet Society's online live broadcasting branch or network live broadcasting association can be established to require platforms and anchors who conduct online live broadcasting to automatically become members of the association, give play to industry self-discipline, abide by industry regulations, abide by professional ethics, and abide by professional discipline. Let the live broadcast industry develop more positive energy.