"People's Daily" posted a confirmation of online anchor discussions: live broadcast more orderly network and more clear network

Standardize employment behavior, strengthen social responsibility, and issue "Specifications for Conduct of Network anchors" -live broadcast more orderly network and more clear network (new cultural market observation)

Core reading: The State Administration of Radio and Television, the Ministry of Culture and Tourism recently issued the "Code for Behavior of the Internet anchor". This specification aims to further strengthen the professional ethics construction of network anchors, standardize employment behavior, strengthen social responsibility, establish a good image, and jointly create a positive, healthy, orderly, harmonious and clear network space, and will further promote network anchors to usher in better. Prospects.

Recently, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code for Conduct of Cyber ​​Anchor Behavior". The specifications of this behavior aim to further strengthen the professional ethics construction of network anchors, standardize practical behavior, strengthen social responsibility, establish a good image, and jointly create a positive, healthy, orderly, harmonious and clear network space, and have received widespread attention once they were introduced.

A few days ago, the Beijing Radio and Television Bureau held a special seminar on implementing the "Code of Code of Conduct". What changes will this specification bring to the network live broadcast industry? Will the network live broadcast industry usher in the next air? The reporter interviewed relevant competent authorities and experts and scholars.

Defining the red line and bottom line of the industry

For a period of time, due to the low entry threshold of the Internet anchor, a large number of practitioners poured into the live broadcast platform, and the competition was fierce, and frequently caused bad phenomena such as induced rewards, malicious speculation, deliberately showing off wealth, and vulgar performance. Illegal acts and damage to the development of the industry.

The "Specifications for Network anchor Behavior", which was released and implemented this time, is a problem -oriented problem. According to the outstanding problems in the behavior of online anchors, it stipulates that online anchors should comply with the code of conduct and the codes of behavior and network audiovisual program services. The requirements of the specifications delineate red lines and bottom lines for online anchor behavior. At the same time, it also clarifies the administrative authorities, comprehensive cultural market law enforcement agencies, network platforms, brokerage agencies, and industry associations to strengthen network anchor education guidance, supervision and management, and violation of regulations. Responsibilities.

Wei Kaipeng, deputy director of the Personnel Department of the State Administration of Radio, Film and Television, said that the specification has a clear positive significance for building a clear network space and a good public opinion atmosphere for strengthening the construction of network anchors and promoting the high -quality development of the network audiovisual industry.

"This specification is an important task in the deployment of comprehensive governance work in the field of radio and television and online audiovisuals, which is conducive to further strengthening political leadership in the industry, promoting the main theme, spreading positive energy, and creating a clear wind." Zhang Chenxiao, deputy director of the Audiovisual Department, said.

Leng Yan, a researcher at the Chinese Academy of Social Sciences, summarizes the core of this specification as anti -three vulgar, anti -deformities aesthetic, anti -gold luxury, anti -infringement, anti -exaggerated publicity, and anti -speculation scandals.

Since 2016, the State Administration of Radio, Film and Television, the Ministry of Cultural and Tourism, the Central Cyber ​​Information Office, the State Administration of Market Supervision, and the State Administration of Taxation have issued a series of documents that regulate the webcast, which involves the qualifications of access and content legitimate integration. Regulations, orderly competition in the market, taxation in accordance with the law, consumer protection, and minor protection, etc., have formed a joint force with the industry associations to strive to build a full -process and comprehensive regulatory system. Regarding the "Specifications for the Behavior of the Internet anchor" this time, Zheng Ning, director of the Law Department of the School of Cultural Industry Management of Communication University of China, believes, "In the past," our regulatory documents were relatively scattered before. Responsibility is concentrated in a document, which is of great significance. "

The industry evaluation system needs to be optimized

It is understood that 2016 was called the first year of the webcast of my country, and 2020 was the first year of e -commerce live broadcast. According to Zheng Ning's research, the data shows that the annual output value of live broadcast live broadcast alone is as high as more than 200 billion yuan, the output value of e -commerce live broadcast is as high as trillions, and more than 600 million users. There is a huge impact on the entire socio -economy and people's spiritual and cultural life. "

At present, the Ministry of Human Resources and Social Affairs has listed Internet marketers as a new type of occupation, clarifying its professional standards and professional entry thresholds. Zheng Ning noticed that the webcast has quietly become a career choice for many fresh graduates, and the path of professionalization of online anchors has become clearer.

Dong Yuhui is one of the highly popular online anchors. The performance of this former New Oriental English teacher in the live broadcast room was called "knowledge with goods" by netizens. He said: "After coming to the live broadcast industry, I have been trying to play my ability, such as combining life experience and cultural knowledge in the live broadcast, gradually forming my own style."

Leng Yan believes that strong charm, strong creativity, and warmth may be the focus of future anchor training. "From because of being beautiful and cheap to order to creative and interesting orders, the future may be because of insights and trustworthiness. Order. "

But the problems in the current industry cannot be ignored.

On the one hand, the current anchor account is more than 130 million, but the employees are still good and bad, and the threshold is relatively low. Strengthening the education and training of anchors, especially the establishment of a long -term training mechanism, is really important to truly make training effective. At present, although various platforms are training anchors, the effect needs to be further evaluated. "Some live broadcast platforms are pop -ups telling the anchor's policies to publish, but if he sees it or not, there is no way to track it. He must establish a long -term training mechanism and truly publicize legal policies to the anchors in time. "Zheng Ning said.

On the other hand, the current evaluation system needs to be further optimized. "How to establish a comprehensive evaluation system and eliminate the theory of traffic is an urgent problem that needs to be solved." Zheng Ning said.

Strengthen multi -center and multi -subject supervision

Wang Jiequn, secretary of the party group and director of the Beijing Radio and Television Bureau, said that it is necessary to strengthen the full chain of the event in the event. The morality, the level of literary and artistic levels, and the social evaluation are unified.

Industry insiders believe that dual -effect unification is the primary basic direction and principles of supervision of the webcast industry. "Webcasting is a special cultural product, which has both social benefits and economic benefits. The entire industry must put social benefits first, so that social benefits and economic benefits are unified." Leng Yan said.

Zheng Ning pointed out that the supervision of the network live broadcast industry should also follow the principles of cooperation governance. "It is not enough to rely on government supervision alone. Multi -center and multi -subjects need to participate in cooperation together. In addition to platforms and brokerage agencies, industry associations and public complaint report mechanisms also need to cooperate." Zheng Ning said.

In addition, industry insiders also pointed out that from the perspective of government level, how to make relevant legal and policies be expected, make the standards more clear, and the procedures can be more legitimate. More refined rather than "one -size -fits -all", it is necessary to continue to explore.

Leng Yan believes that on the basis of clear authority and strong supervision, the webcast industry will develop in -depth in the future in the direction of vertical and sophisticated. Vertical knowledge classrooms, inspirational lecture halls, personal talents, etc., will definitely bring the entire live broadcast platform with a new height. "Leng Yan said.

It is understood that the State Administration of Radio, Film and Television will further guide the training of network platforms, brokerage agencies, etc., and actively support the application of online anchors as a new occupation.

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