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With the rise of online platforms such as short videos and live broadcasts, the existence of problems such as traffic is king has caused chaos on short video and live broadcast platforms. Especially in the middle of the night, some phenomena of "selling miserably and rubbing edges" to varying degrees began to appear in the live broadcast room of the platform. So, what do these anchors rely on to obtain "traffic passwords"?
The reporter found in the investigation: In the early hours of the morning, some sexy-dressed female anchors in the live broadcast room were showing themselves close to the camera, while asking for gifts from the "big brother" in the live broadcast room, and some large-scale comments would appear in the comment area from time to time. During the live broadcast, when I saw a question from an audience, I said "it is inconvenient to answer", and then asked the audience to add a private social account on a certain platform to communicate. In the social media account interface provided by a female anchor, the content she posted has "rubbed the edges" and induced private chats.
It is worth noting that on a social platform, there are also some cases of minors posting "rubbing" videos late at night. In the video, the minors are dressed in "vests" and underpants and perform dance moves that mimic the popular short videos. Hashtags with a clear age point, such as "post-10s," were also added to the video. In addition, late at night, some live broadcast rooms use the elderly, the disabled and other groups to live broadcast goods, and some even use the banner of "helping farmers". These elderly and disabled people sat the whole time, did not speak, and did not interact, "like the background board of the live broadcast".
In response to these chaos in the live broadcast room, the relevant departments have interviewed the person in charge of the relevant platform in accordance with the law, and suspended the illegal account and fined it. So, why does the chaos of late-night live broadcasts continue to be banned repeatedly? Some insiders told reporters that it is mainly driven by profits. According to a person in charge of live broadcast operations, generally speaking, most anchors will go off the air normally around 12 o'clock in the evening, while some rookie anchors will choose to broadcast live in the middle of the night in order to increase popularity and earn traffic. Because the platform's reporting function is not as responsive as usual in the middle of the night, some anchors are waiting for an opportunity. Some show off their bodies in the live broadcast PK, wearing less and less clothes, and the scale is getting bigger and bigger; some engage in so-called late-night food, and the big stomach king is back in the rivers and lakes; some desperately complain and cry, using tears to increase popularity and traffic. Because traffic can bring real money. Some anchors said that there is impulsive consumption among late-night audiences, and their spending power is significantly greater than that during the day.
The so-called "rubbing" live broadcast refers to the vulgar behavior of attracting attention on various video platforms by relying on revealing clothing and provocative behavior. The chaos in the live broadcast room reflects the regulatory loopholes on the platform. According to industry insiders, since the current artificial intelligence inspection system cannot completely replace manual review, in the middle of the night, manual assistance review may be absent. In addition, it is difficult to directly define the act of "rubbing edges" as 'illegal' information in law, which in turn leads to the emergence of various forms of chaos in the live broadcast room.
So, how should the platform supervise the anchors who become more and more "bold" at night? Some legal sources said that although there is no clear standard for "rubbing the edge" behavior in the law, the platform can still comprehensively determine whether its behavior violates public order and good customs based on the public's judgment and complaints. Once the anchors play "overboard", involving the dissemination of obscene and pornographic information, accepting items for profit, or committing fraud to fans, the circumstances will be criminal responsibility.
In addition, a number of laws in mainland China stipulate that online anchors who have serious problems and refuse to change their ways should be banned, and platforms also have the responsibility to strengthen the management of content publishing. However, during the ban period, some anchors still continued to broadcast live by opening an account or opening an account on other platforms. Previously, Douyin had issued a governance announcement, banning a large number of high-fan accounts with vulgar, pornographic and other "rubbing" content indefinitely, and some accounts in the banned list have more than 4 million fans.
There is no clear legal standard for "rubbing the edge" live broadcast, so what is the basis for judging whether it is a violation? And how to regulate and rectify this kind of short video and live broadcast, and prevent some anchors from changing their "vests" and making a comeback? In this regard, lawyer Yue Xuefei said that with the advent of the traffic economy, the development of e-commerce needs to use some special means to "drain", and "selling miserably and rubbing the edges" is one of the cheap ways to "drain". Yue Xuefei said that although there is no legal definition of the word "rubbing edges," this kind of behavior that relies on wearing explicit clothing and provocative language to attract the attention of others has pornographic implications, which is a relatively low-level marketing method, and the Internet information service management measures explicitly prohibit these behaviors.
In Yue Xuefei's view, a very important reason why these chaos has been repeatedly banned is that traffic should not become the "baton" of the platform. Online platforms have an obligation to build a healthy and upward online environment. First of all, the platform should actively change its concept, take the initiative to innovate its business direction, and find ways to explore more life scenarios and consumption scenarios, so as to realize the "two-way running" of positive energy and large traffic, rather than just staring at vulgar and vulgar live broadcast content to make quick money. Secondly, the platform should strengthen the supervision of the live broadcast room involving vulgar information such as pornography, and once violations are discovered, they should increase the punishment and increase the cost of violating the law, and deal with accounts that repeatedly violate the rules by permanently blocking the account and increasing the amount of fines, which can effectively curb the breeding of violations to a certain extent, and deal with chaos such as late-night live broadcasts in a targeted manner.
Take a look at the news reporters: Peng Xiaoyan, Ruan Li, Zhai Jing
Editor: Ruan Li Zhai Jing
Editor-in-charge: Peng Xiaoyan