How to strengthen the governance of self media

In recent years, with WeChat, microblogging and other self-media platforms into the daily life of the people, a variety of self-media mess is also a growing trend. Strengthening the self-media mess governance to combat, create a healthy and orderly network environment has become the current government departments must face the problem.

One of the manifestations of the chaos in the field of self-media

(a) "Brush" word at the head of the flow of counterfeiting blowing up the prosperity of the bubble. With the rise of self-media, the marketing value of self-media has gradually been emphasized, in order to improve the core competitiveness of enterprises, more and more advertisers will be heavy money to WeChat, microblogging and the emerging live platform. Click-through rate, reading volume, the number of fans is an important basis for considering the communication power of the new media platform, and thus the machine brush reading volume, pay for microblogging "zombie powder" and other self-media chaos began to emerge.

(2) Rumors breed, endangering the healthy and stable development of society. Traditional media such as television and newspapers need to follow the principle of objectivity and truthfulness in their news information, and have their own strictly regulated production process. With the popularity of the Internet, affected by a variety of factors, the media has gradually become a platform for rumors, some of the public maliciously smear the event, some websites with the "title party" to push the wave, a variety of inaccurate reports abound, disrupting the social order, affecting social stability.

(3) Low-key, vulgar hunting for eyeballs. Some network live platform in order to attract netizens eyeballs to carry out "strange" live network or pornographic "net red" live, which brought a short-lived live platform user traffic peak, but the live platform in order to obtain temporary economic benefits at the same time, but also into the contents of the The live streaming platform has brought a short-lived peak in user traffic, but while the platform has gained temporary economic benefits, it has also entered a dead end of vulgarity and high homogenization.

Second, the relevant recommendations

One is to improve the relevant laws and regulations. Cyberspace is not a place outside the law, network marketing behavior must comply with national laws and regulations. At present, due to the imperfection of the relevant laws and regulations, network marketing counterfeiting problems, infringement problems, security problems have emerged in large numbers, affecting the normal operation of marketing activities between enterprises and customers. It is recommended to further improve the "Advertising Law", "Internet Information Service Management Measures" and other laws and regulations supporting regulations, the introduction of a special network marketing management approach, for the registration of the main body of network marketing, network consumer fraud, network inappropriate advertising behavior, network format clauses, consumer rights and interests of consumers to make a clear explanation of the issue of the protection of the law to ensure that the normal network marketing activities to the healthy, orderly and stable operation of the market economy. , orderly and stable operation.

The second is to improve the level of technical monitoring. The establishment of a large self-media database, strengthen the self-media account monitoring and self-media platform operation data analysis, real-time evolution of personal dynamic data, with the help of big data technology, to help promote the solution of Internet traffic counterfeiting, to help enterprises further optimize the benefits of advertising.

Thirdly, it is to increase the supervision and combat. Further clarify the responsibilities of industry and commerce, culture, economic information, public security and other regulatory departments to form a coordinated regulatory synergy, and resolutely crack down on the phenomenon of disrupting the order of Internet business and the order of information dissemination. To protect the legitimate rights and interests of consumers as the goal, strengthen the supervision of network transactions, increase the crackdown on the sale of counterfeit, false advertising and other unlawful acts, to create a safe and fair network trading environment; to safeguard the interests of the public **** as the goal, to strengthen the supervision of network information, the public security organs of various places to set up and popularize the network police police station, to perform the network of public opinion stabilization and other work responsibilities. Citizens are guided to realize cyberspace alarms via telephone and QQ, so as to carry out direct intervention or control activities on cyber information, and to improve the initiative and timeliness of the fight. For the use of the Internet rumors, defamation or publication and dissemination of other harmful information, constituting a crime, according to the law to pursue responsibility.

Fourth, clear obligations of the publishing platform. Self-media operating platforms should strictly abide by the Interim Provisions for the Management of the Development of Public Information Services for Instant Messaging Tools issued by the State Office of Internet Information Technology, review the identity and qualifications of the account, and do a good job of categorizing and filing, and affixing different logos to different types of accounts and adopting different management approaches. For illegal publishing and live broadcasting and other behaviors, depending on the seriousness of the situation, take measures such as warning, restricting publishing, suspending updating, closing the account, and permanently blocking, so that vulgarized content and anchors lose the space for survival, and keep the relevant records, and fulfill the obligation to report to the relevant competent authorities.

Fifth, the establishment of an industry integrity mechanism. Encourage the promotion of original news releases, cultivate influential branded self-media, and carry out annual domestic or local branded self-media selection activities and give appropriate rewards. Formulate an industry self-discipline convention for self-media platforms, strengthen the self-discipline of self-media people, and shape the image of industry self-discipline. The list of self-mediators and anchors violating the self-discipline convention will be blacklisted, and the competent industry departments will record their illegal and illicit behaviors in the relevant credit files, resulting in the disciplinary effect of "one breach of trust, passive everywhere".

Sixth, increase the supervision of netizens. Give full play to the role of the majority of Internet users to monitor and participate in the universities and colleges to establish a network guardian volunteer team, suspected of counterfeiting, improper advertising, induced to share fraud, release of inaccurate tidbits of information, pornographic live broadcasts and other unlawful acts to report complaints, and vigorously purify the self-media ecological environment.