Chao News Client Editor Wang Bin
[Editor's note] Chao News "Reading" column, inviting experts and scholars, party and government cadres, entrepreneurs and other people from all walks of life to comment on news reports, although only a few hundred words, but these unique short comments, can better help us understand or look at the news from a different angle. We collect these scattered pearls and string them together into a chain for more people to read. Everyone is also welcome to participate in the "read end" discussion.
The guest of this issue is Cao Lin, a well-known current affairs commentator and doctor of journalism.
Image source: Visual China
The "Cat Cup" incident continues to ferment.
At the beginning of the year, the video of "Picking up Qin Lang's homework book for primary school students in Paris" once became a hot spot on the Internet. On April 12, the Hangzhou Public Security Bureau issued a notice: The series of video scripts released by the Internet celebrity blogger "Mao Cup" were planned and fabricated, and the public security organs imposed administrative penalties on the "Mao Cup" himself, the choreographer Xue and the company involved. After that, WeChat, Weibo, and Douyin banned the "cat cup" account.
But the incident did not end there. On April 16, the clothing brand OMETOO store of "Mao Cup" announced that it would terminate its operation. The reporter searched and found that the name of the Taobao store was no longer displayed, and the page in the Douyin store showed that the store was about to stop operating, and according to relevant laws and regulations, it is hereby announced.
Some industry insiders revealed to reporters that the "cat cup" incident has sounded the alarm for the entire industry, and at present, a number of MCN agencies and advertising media companies are conducting internal self-examinations, and some marketing events that were originally planned were also withdrawn by Party A in time.
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Chasing hot searches丨Is "a cup of cat" completely "cool"? Not necessarily! Relevant departments: At least 100,000 live broadcasts will be monitored throughout the year
Cao Lin, a well-known current affairs commentator and doctor of journalism:
No matter how big the hot spot is, no matter how much it makes the public indignant, no matter how many hot searches it causes, the public's attention will not exceed three or five days. The Internet celebrity who created the fake news of "Qin Lang lost his homework book" has been punished, and this hot spot seems to be about to come to an end, but can the questioning of the question come to an end? I am glad to see that "Chao News" has not been blinded by hot searches, and continues to track the unanswered questions behind it: After the whole network is sold, is the "cat cup" really completely cold? Is it still the three holes of the cunning rabbit? What kind of industrial chain does such event marketing have? How to avoid such incidents from continuing to happen?
After the influencer was punished, I wrote a comment: Parents are relieved that they can tell their children the news in the future. If there is no true or false conclusion about this kind of "looking like the truth", "confusing the real with the fake", and "posing event marketing", how can children have the real ability to doubt and believe? The generation that has come from the era of traditional media may have an instinctive vigilance against online sources, but the children's generation seems to have abandoned the traditional media, and they often believe in the information they come into contact with on various platforms, regard the online information as facts, regard the Internet celebrities as the truth, and regard the self-media as the source. I am very anxious, although I am sure that it is a non-obsessive joke to turn fake news, but how to convince my children to believe that it is fake news?
In the post-truth era, a lot of similar information is passed on and there is no truth. "Post-truth" often means "no truth", the standard of factual cognition is sinking, this kind of thing is true or false, one is no one investigates, the other is no one cares, after the hot spot, how many people will care about the truth or falsehood of this kind of bad thing? In the field of public opinion, there are too many "new yellow news" that does not distinguish between truth and falsehood, and finally disappears, which consumes people's trust in news and the trust of the media.
Not only to make the fake news of "losing the homework book" appear, not only to punish the "cat cup", but also to pay attention to the structural problem behind it, that is, event marketing driven by huge profits, as long as you write a script that touches the public's pain points and cool points, and it is embedded with some real life background, it seems very real, and it is easy to pry up a huge wave of traffic. They share the feast of traffic, but the public suffers the consequences of the garbage of the public opinion space: from blind belief, to shock after debunking, and then to not daring to believe anything, to the nihilism of news and information.
Only by pursuing this profit-driven structural fraud can we rebuild the credibility of the news and confidently tell the news to our children.
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