Entering ChinaRecently, Gu Qianqian, an Internet celebrity with nearly five million fans, was banned from the whole network, and the fuse pointed to the suspected vulgar video content and the controversial remarks of “lying down to earn 300,000 yuan a day”. The current results of the treatment are full of applause, and some people ask: Why are “black Internet celebrities” so arrogant and repeatedly banned?
Realistically speaking, compared with the chaos at the beginning of the rise of online live broadcasting, the level of standardization in the industry has been greatly improved. Once an influencer loses his or her words and deeds, he usually quickly “finds no such person”. In the past year, a number of Internet celebrities such as “Wang Hongquanxing”, “Sister Abalone”, “Qi Tiandao” and “Wool Moon” have been completely cool because they have no bottom line and no lower limit for showing off their wealth.
Governance continues to increase, but it must also be seen that the “black history” of many Internet celebrities is not short. Take Gu Qianqian as an example, during the live broadcast, she spit out dirty words, revealed that she had a case record of gathering people to fight, and accumulated popularity all the way by relying on the character of “spiritual little sister”, until this time it caused public anger before she was banned. Looking back, how many strange theories have been disseminated in the years of its activity, and what kind of social impact has it caused?
There are objective reasons for the existence of “time difference” in governance. Today’s Internet is becoming more and more stratified, and each group has its own small world. Although some “black Internet celebrities” have a large number of fans, as long as they do not seriously touch the bottom line, they often do not “get out of the circle”, and it is difficult for the public to discover the demons and evil. In this regard, platforms that assume the gatekeeping function often adopt the methods of “banning for multiple days for rectification” and “banning accounts after multiple violations” in an attempt to nip vulgar accounts in the bud. But at present, there are hundreds of Internet celebrities who are on average every day, and even if some short video platforms disposed of more than 200,000 accounts with bad values last year, there will still be vulgar accounts that have grown into behemoths through the cracks of regulation.
With this reality in mind, how can governance initiatives be further targeted? The first point, of course, is that the platform will implement the main responsibility with greater strength, take advantage of special actions such as “Qinglang”, and force the entire industry to establish positive values through a serious attitude towards all kinds of “black Internet celebrities”. On this basis, it is advisable to optimize and upgrade the management mechanism of online celebrity live broadcasts. In the past, the platform’s punishment of Internet celebrities was more based on a single content, which would not have much impact on the anchor’s long-term live broadcast activities and income. Under the requirement of “promoting the categorical and hierarchical management of anchor accounts”, some platforms have established a credit score management system, using the increase or decrease of scores to guide Internet celebrities to carry out long-term self-management. At present, the mechanism has not yet become the overall standard of the industry, and the review intensity is not the same between different platforms, which gives some bad Internet celebrities the possibility of exploiting loopholes.
At the same time, the influence of Internet celebrities on fans is not only from the specific words and deeds, but also from the process of how they become “Internet celebrities”. For some big Internet celebrities with more than one million followers, compared to their influence, it is obviously not enough to just ask them to “not break the law”. How to normalize cross-platform linkage banning and banning? This series of issues is worthy of in-depth consideration by the entire industry.
A clean cyberspace is relevant to everyone. In addition to the continuous efforts of supervision and platforms to improve the mechanism, every netizen should also cherish their rights to like, forward, comment, and reward, actively embrace high-quality content, and consciously resist bad content. Only with the joint efforts of the whole society can those “black Internet celebrities” not continue to jump.
