First, the performance of chaos in the media field
(1) The word "brush" takes the lead, and traffic fraud blows up the prosperity bubble. With the rise of self-media, the marketing value of self-media has been paid more and more attention. In order to improve the core competitiveness of enterprises, more and more advertisers have invested heavily in WeChat, Weibo and emerging live broadcast platforms. Click-through rate, reading volume and number of fans are the important basis for considering the communication power of new media platforms, so self-media chaos such as machine reading volume and Weibo's "zombie fans" spending money began to emerge one after another.
(2) Rumors breed and endanger the healthy and stable development of society. The news information of traditional media, such as TV and newspapers, should follow the principle of objectivity and truth, and have its strict and standardized production process. With the popularity of the Internet and influenced by many factors, self-media has gradually become a rumor platform. Some official WeChat accounts have been maliciously smeared, and some websites have used the "headline party" to add fuel to the flames. All kinds of false reports abound, disrupting social order and affecting social stability.
(3) Low style, seeking novelty for vulgar eyes. In order to attract the attention of netizens, some webcasting platforms conduct "wonderful" webcasting or "network celebrities" webcasting involving pornographic content, which brings a short peak of user traffic to webcasting platforms. However, while gaining temporary economic benefits, the webcast platform has also entered a dead end with low content and high homogeneity.
Second, relevant suggestions
The first is to improve relevant laws and regulations. Cyberspace is not a place outside the law, and online marketing behavior must abide by national laws and regulations. At present, due to the imperfection of relevant laws and regulations, a large number of fraud, infringement and security problems have appeared in online marketing, which has affected the normal marketing activities between enterprises and customers. It is suggested to further improve the supporting rules of laws and regulations such as the Advertising Law and the Measures for the Administration of Internet Information Services, and introduce special online marketing management measures to clearly explain the registration of online marketing subjects, online consumer fraud, improper online advertising behavior, online format clauses, and protection of consumers' rights and interests, so as to ensure the normal operation of online marketing activities by legal means and promote the healthy, orderly and stable operation of the market economy.
The second is to improve the level of technical monitoring. Establish a self-media database, strengthen the monitoring of self-media accounts and the analysis of self-media platform operation data, calculate personal dynamic data in real time, use big data technology to help solve the problem of Internet traffic fraud, and help enterprises further optimize the efficiency of advertising.
The third is to intensify the regulatory crackdown. Further clarify the responsibilities of industry and commerce, culture, letter, public security and other regulatory departments, form a joint force of supervision, and resolutely crack down on the phenomenon of disrupting the order of Internet operation and information dissemination. In order to protect the legitimate rights and interests of consumers, strengthen the supervision of online transactions, increase the crackdown on illegal activities such as selling fakes and false advertisements, and create a safe and fair online trading environment; In order to safeguard the public interests and strengthen the supervision of network information, local public security organs have set up and popularized network police stations to perform their duties such as maintaining the stability of network public opinion. Guide citizens to realize cyberspace alarm through telephone and QQ, so as to directly intervene or control network information and improve the initiative and timeliness of the crackdown. Whoever uses the Internet to make rumors, slander or publish or disseminate other harmful information, which constitutes a crime, shall be investigated for responsibility according to law.
The fourth is to explicitly lift the platform obligations. The self-media operation platform should strictly abide by the Interim Provisions on the Development and Management of Public Information Services of Instant Messaging Tools issued by the National Network Information Office, review the identity and qualification of accounts, do a good job of classified filing, put different logos on different types of accounts and adopt different management methods. For illegal publishing and live broadcasting, measures such as warning, restricting publishing, suspending updating, closing accounts, and permanently banning will be taken according to the seriousness of the case, so that vulgar content and anchors will lose their living space, and relevant records will be kept to fulfill their obligation to report to the relevant competent authorities.
The fifth is to establish an industry credit mechanism. Encourage and advocate original news release, cultivate influential brand media, carry out domestic or local annual brand media selection activities and give appropriate rewards. Formulate a self-discipline convention for the media platform industry, strengthen the self-discipline of media people, and shape the self-discipline image of the industry. The list of self-media people and anchors who violate the self-discipline convention will be blacklisted, and the industry authorities will record their violations in the relevant credit files, resulting in the disciplinary effect of "one place is untrustworthy and passive everywhere".
The sixth is to increase the supervision of netizens. Give full play to the supervision and participation of the majority of netizens, establish a volunteer team of cyber guards in colleges and universities, promptly report and complain about illegal acts such as suspected counterfeiting and selling, improper advertising, inducing sharing fraud, publishing false gossip, and live broadcasting involving pornography, and vigorously purify the media ecological environment.