3. 10000 What happened when the network anchor was processed?

The Ministry of Culture recently informed that in the recent special clean-up and rectification campaign against the online performance market, law enforcement officers imposed administrative penalties on 48 online performance business units, closed 30,235 live broadcast rooms and handled 3 137 1 performer. These huge figures have once again aroused people's concern about the living conditions of webcasting.

In recent years, the webcast industry in China has developed rapidly. By the end of last year, the number of webcast users nationwide had reached 344 million, accounting for 476.5438+0% of the total number of netizens. More than 35% of the national 1 10,000 netizens are concentrated on the live broadcast platform. However, behind the fiery industry, pornography, vulgarity, violence, rumors and other illegal acts always follow, which has to be worrying.

Say "dirty jokes" and play "edge ball": some people walk in the "gray zone"

In this rectification campaign, the Ministry of Culture mainly investigated and dealt with some illegal acts such as providing obscene pornographic performances, spreading rumors and disturbing social order on some platforms. As a result, many exposed cases have presented some "gray" factors of online performances to people. Recently, the reporter personally experienced interviewing the webcast industry and learned about the other side behind the "glamorous" anchor.

At about 7 o'clock in the morning on a weekend, the reporter registered on a large domestic live broadcast platform and saw many anchors staying until the morning the night before. One of the female anchors was chatting with the audience while taking care of the baby. Hundreds of fans sent gifts from time to time, and some left messages on the screen asking for breastfeeding on the spot, which caused everyone to boo. Another female anchor exposed her abdomen, twisted and teased, and chatted with fans about "yellow jokes", which attracted everyone to brush gifts.

Xiao Yang, a 24-year-old college student from Tianjin, has been an anchor for more than two years and currently has nearly 65,438+10,000 fans. In the interview, the anchor "old driver" talked about some industry rules. "For sports cars and yachts, we mainly rely on customers to send virtual gifts to make money. Fans are mainly divided into two categories, most of which are low-income groups; A small number are middle and high income earners, such as coal bosses and contractors. " Xiao Yang told reporters that the relationship between these people and the anchor is also very subtle.

"'diaosi' customers come almost every day, and they are looking for a spiritual sustenance by rewarding ten pieces and eight pieces each time. A large part of the anchor's income still depends on' local tyrants' fans. "Xiao Yang said that in order to maintain a good relationship, some people seem to fall in love with" local tyrants "fans online, especially after many platforms open the" people nearby "function, fans will come to find them near the anchor residence." Of course, some anchors have moved from all over the country to big cities such as Beijing and Shanghai, because there are more rich fans there, you know! "

In addition to similar ambiguity and ambiguity, all kinds of violations and vulgarity are also growing in the virtual space. The reporter searched for "divination" keywords on multiple live broadcast platforms, and a large number of live broadcast rooms involving feudal superstitions such as divination and fortune telling appeared on the webpage. Many anchors even provide services such as "fortune telling" and "Du Jie", and clearly mark the price. Not long ago, three vulgar behaviors broke out on the Internet, such as live cremation, drag racing and group fighting. A charity live broadcast in Liangshan, Sichuan Province was proved to be fraudulent, all of which challenged the moral bottom line of society.

Don't play "out of position", don't make "quick money": some people live in "sunshine"

Ma is a student of American Union College. During the Rio Olympic Games last year, she became a special "anchor" of a famous website in Hong Kong by submitting her resume and interviewing, mainly explaining the local customs before and after the Rio Olympic Games.

In this live broadcast, Ma can't accept gifts from fans and has no extra income. The organizer only bears the expenses such as visa, air ticket, hotel and catering. However, more than a month later, the live broadcast gained a lot: on the one hand, the organizers attracted a lot of traffic through this professional live broadcast, which brought considerable commercial income such as advertising effect and product sales; On the other hand, Ma himself made a brand through live broadcast. After that, many platforms invited her to be a guest.

Even in China, many anchors are digging up the rich mines of "network celebrity economy" in the sun, not relying on "three customs" content to play games, and not relying on fans to reward and earn "quick money". The reporter noticed that a large number of anchors have found different living spaces here by logging in to some professional webcast platforms that have recently emerged in China. For example, on the platform of "He Zhi Legal New Media", many lawyers who are familiar with international trade, intellectual property and other minority legal disciplines hold on-the-spot lectures from time to time, gathering a lot of listeners and gaining many cases. On the platform of "Alliance Master", a professional enterprise marketing live broadcast website, more than 3,000 enterprises of various types continuously broadcast products, demonstrate their functions to customers and answer questions, thus opening up new market channels for the company.

Lv Riyang, born in 1990s, is the anchor of the funny video of dongbeimao. He has long been concerned about media communication. He believes that there seems to be no other means of communication that can connect the anchor, the scene and the audience so closely, which is the value of this industry. "Handsome guys and beautiful women, putting on airs is only the initial stage of webcasting. In fact, many industries can be grafted with webcasting, and new possibilities are derived in marketing, brand communication and customer training. " Lu Riyang said.

In fact, in recent years, there are more and more network anchors who transfer knowledge and share experiences in the field of vertical segmentation. Ma believes that the domestic live broadcast industry is at the "doorway" of transformation and upgrading, just as the Internet live broadcast in the United States continues to extend the industrial chain and pay more and more attention to content support. The anchor calling for sunshine and health will become an industry trend.

From "gray" to "sunshine", strict management is only the "first step"

"When can we get rid of the inertia of eating by the face value and relying on' Bo eyeball'?" During the interview, many network anchors revealed that various "edge ball" chaos in the industry also plagued them. The expert said that webcasting is still far from the "gray zone" and needs efforts from many parties to standardize and guide and create a sunny image.

Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, believes that the primary measure to reduce the violation of live broadcast content is strict control according to law. On June 5438+February last year, the Regulations on the Administration of Internet Live Broadcasting Service issued by the Internet Information Office was officially implemented, which made requirements for prohibiting the dissemination of illegal and illegal information such as pornography and violence, standardizing the live broadcast of news information and building a credit system.

"This time, the Ministry of Culture reiterated in the circular that the state will establish an anchor blacklist system and an industry notification mechanism to ban illegal anchors throughout the industry, which will effectively prevent the recurrence of bad behaviors." Zhu Wei said that many platforms are afraid to manage well-known anchors because they are afraid of strict management, so that these anchors will switch to other platforms. With the credit system and the "blacklist" system, illegal anchors are not allowed to work on any platform, which controls the "pain point" of the industry.

The Internet Application College of Shenyang City University opened the "Network Celebrity Training Camp" this year to teach students live broadcast skills. Wen Xiaotong, a college teacher, believes that "in fact, webcasting has a variety of income channels, including e-commerce, advertising, traffic, activities, etc." She said that breaking the single mode of anchor brushing gifts and rewarding cash and lengthening the industrial chain will help to force anchors to pay attention to content production and cultivate loyal fans, instead of stimulating fans' short-term consumption with "new and strange" behavior. "In this regard, relevant departments can introduce targeted policies to encourage the establishment of a professional live broadcast platform and guide the live broadcast industry to improve its business model!"

According to industry insiders, the healthy development of the webcast industry is inseparable from the changes in the audience. "When there is less psychology such as' voyeurism' and' curiosity' on the Internet, there is more demand for knowledge learning and personal cultivation, and the' elegance' of webcasting has the greatest source of motivation!" The CEO of a live broadcast platform said.