On the evening of April 19, Douyin's official rumor-busting account "Douyin Rumor-Busting" released a video to clarify the "national football team lost to Malaysia 0:12" that has recently gone viral on the Internet as false information. At the same time, on the platform of today's headlines, the two major self-media accounts "Fat Week Chat Ball" and "Mauro" that participated in the production and dissemination of related content were banned.
For fans who follow Chinese football, such an inflammatory headline is actually easy to distinguish between true and false. At present, the national football team has not participated in any competition, and the exaggerated score of 0:12 is to add up the results of the two AFC Champions League group matches between Guangzhou and Taishan, but their opponents are a Korean team and a Malaysian team, which are not related to the national team. However, in the mixed network platform, such content has long been a market, according to statistics, the total number of fans of the above two headlines exceeds 1 million, and under the modeled operation method, their content often gets a high amount of playback. In this regard, the New Yellow River reporter interviewed Xiao Lu (pseudonym), an informed self-media practitioner, who said that the two people who were banned had joined the same MCN agency together, and the measures of platform suspension also sounded a wake-up call to other self-media creators.
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At present, in today's headline APP, searching for "Fat Week Chat Ball" and "Mauro" can no longer find the relevant sports information creator account.
Watching the video, it can be found that most of the works in the two major accounts have common characteristics, such as exaggerated figures in the title, changing the narrative subject to a more modified name such as "China Super Giant", and highlighting words such as "anger" and "shame". However, from the perspective of content, it is only through personal appearances that the relevant competition information and other media reports are introduced. "At the moment, video content is more likely to attract user attention. The way individuals appear on camera can not only expand the communication effect, but also avoid the infringement of quoting the game screen. "Trail introduction.
The first-person video narrative method can bring the distance closer to the user, but whether it is the mainstream media or the self-media practitioners, objectivity and fairness are still the principles that must be followed. "The national football team lost to Malaysia 0:12" and "the Chinese men's football team upgraded in the AFC Champions League 0:12", such headlines have adopted the method of transferring flowers and trees. First of all, the two club teams participating in the AFC Champions League were tampered with as the Chinese men's football team, and secondly, the two scores were added together to create a more exciting score, and the opponents were also "combined" from the South Korean team Daegu FC and the Malaysian club Johor Bahru to "Malaysia".
Highlighting the competition is only one aspect, but also to have follow-up information "follow-up reports". The title of a "Mauro" video reads, "The AFC giant is furious and formally investigates Guangzhou, Shandong." But in fact, it only quotes the "foreign media information" obtained from online channels. According to the New Yellow River reporter learned from the relevant person in charge of the Taishan team, before going out to the AFC Champions League this season, due to the practical difficulties such as the return of international footballers and foreign aid, and the lack of a clear time for the start of the New Season, the Taishan team has communicated the specific situation of the team with the AFC. Different from the current "AFC Fury", for the Chinese Super League teams that still insist on participating in the epidemic, the AFC expressed its understanding and thanked them for their support of the AFC Champions League.
Self-media creation has a "prescribed routine"
Chinese football must improve its "social function"
In 2020, Xiaolu began to try self-media creation, and at that time, the promotion of major online platforms was quite large. "Some authors are rewarded and supported, and they can earn hundreds of dollars a day, which is more profitable than many people who go to work." Koji said.
After releasing several works with objective data, Koji attracted the attention of mcN agency "Hometown Sports Matrix" (referred to as "Matrix"), and after communicating with the relevant person in charge, Koji chose to "join". Although it is a franchise, in fact, the two sides did not sign a contract, but the path entered the WeChat group established by the Matrix, "there are more than 400 people there." Subsequently, Xiaolu received the help provided by the "matrix", "They will help you open some original applications from within the platform, as well as 'plus V' certification, etc., and there will also be traffic packages." These methods are helpful in improving the data of the work, but they are not particularly obvious, and ultimately depend on the quality of the article. ”
"Mauro" and "Fat Zhou Liaoqiu" also joined the WeChat group where Xiaolu was located at different times, "'Mauro' has a relatively high status in it, similar to the role of a partner." 'Fat Week Chat Ball' used to be a network writer and has a certain degree of popularity. Unlike what they show in the video, they are more modest in private, what questions others ask will be answered seriously, and sometimes their content will get good benefits and will send red envelopes in the group. "Trail introduction.
The way creators work with the Matrix is more flexible. There are "independent operations" such as Xiaolu, and the account can also be handed over to the "matrix" to operate on behalf of the account. The loose organizational structure enables the Matrix to absorb creators efficiently, and also provides a platform for creators to communicate with each other and promote their works. At the same time, the "matrix" will not interfere too much in the direction of the creator's topic selection, in addition to business exchanges, the creators are mostly free to play in product production. "After this incident occurred, the group leader also reminded everyone in the group to take this as a warning and pay attention to the bottom line." Koji said.
For some self-media creators, the bottom line is a sensitive area, extremely close to the "Pandora's Box" that can get traffic, and a slight deviation is easy to be punished by the rules. In this regard, veterans have mastered the efficient "prescribed routine". "It is best to have three or so Arabic numerals in the composition of the title, and then the single paragraphs are separated by exclamation points, and a more eye-catching expression for the key characters. Also, writing negative information is more appealing than positive reporting. "Trail introduction.
This way is also testing the heart of each creator, "I am not very advocating this kind of behavior." Personally, I was very uneasy inside, and I used a similar way, but then I was afraid of writing players to find me. After doing it a few times, I didn't dare to do it again. Koji said.
At present, Xiaolu has been in a "diving" state in the group, since April, his account has earned less than two yuan per day, and after the above two major accounts were shut down, the group friends have also begun to re-examine their own creative model.
"Scolding Chinese football has traffic, so people often do it, even cross-border scolding, but sadly, this seems to have become the only 'social function' of Chinese football." The evaluation of a sports section blogger has been recognized by many netizens. Perhaps, when Chinese football wins more victories on the field, this huge shortcoming of Chinese sports can constantly improve its "social function", at that time, the network "black mouth" will have no room for survival.