Network anchor behavior specification: purifying network audiovisual specification anchor behavior

In recent years, "Everyone is an anchor and everything can be broadcast live." A large number of practitioners have flooded into the live broadcast platform. For a period of time, with the continuous expansion of the user scale and the sinking of the live broadcast market, the live broadcast industry has frequently induced rewards. Mal malicious hype, deliberately showing wealth, and vulgar performances have damaged the healthy development of the live broadcast industry. The survival space of online anchors needs to be purified, and the norms of the live broadcast industry need to be established.

Not long ago, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly released the "Specifications for the Conduct of Internet anchor" (hereinafter referred to as the "Specifications"). The "Specifications" clearly states that during the process of providing online performances and audiovisual programs, online anchors must not spoof, distort, ugly, blasphemy, negate the deeds and spirit of heroes and model characters. Voice such as false and harassment advertisements. A few days ago, the Beijing Radio and Television Bureau held a special seminar on implementing the "Code of Code of Conduct of Network anchors" and conducted in -depth discussions on the construction and management of online anchors.

Cut in from existing problems

Is it necessary to "quality" or "traffic"? In various aspects of the creation, production, and communication of the live broadcast industry, you can see the thoughts of practitioners and users on this issue. It is precisely because of the excessive pursuit of traffic a few years ago that the chaos in the field of live broadcasting is frequent. How to guide network anchors from "traffic to king" to "content first", and "Specifications" as a "source of living water" will inject new weather into the industry's ecology.

Without rules, there are no rules, and online anchors have also had new specifications. The "Specification" eliminates the disorderly phenomenon of "wiping balls" on the Internet anchor with detailed requirements. Among them, there are both national levels and far -sightedness and personal moral standards. In order to strengthen the standardized governance and anchor management of the live broadcast, various online platforms actively responded, standardized the online broadcast rewards, strengthened the protection of minors, and continued to upgrade content. At this seminar, Qu Tao, vice president of Wuyou Media Strategy Center, also emphasized the importance of industry self -discipline. He believes that "strengthening supervision is the general trend, and it is also necessary for the industry. The rules and boundaries have delineated the bottom line and the red line. Whether it is a platform or an individual, we must effectively fulfill their responsibilities. While enjoying the traffic dividend, we must also bear the flow orientation. "

Platform self -discipline is an important port that effectively promotes the implementation of the "Specifications". Zhang Fuzhu, vice president and editor -in -chief of Douyin Group, said: "The platform should build an anchor training complete system, guide from the source, and accurately strike the illegal behavior of the live broadcast room. It is also necessary to strengthen the support of high -quality content and anchors to increase investment in social responsibility. "The" Specification "adheres to the style of positive, healthy, healthy, and high -quality communication. Civilization expression.

Wang Jiequn, Secretary of the Party Group and Director of the Beijing Radio and Television Bureau, said: "Under the strong leadership of the State Broadcasting and Television Administration, the Beijing Radio and Television Bureau will strictly implement the responsibility of territorial management, effectively take responsibility for management and supervision, and take the full -chain of the whole region of the live broadcast format. Management is deeper and detailed, and provides a strong guarantee for the healthy development of the online anchor team. "

"Specifications" is like a roadmap in the network live broadcast industry, so that the industry no longer is induced by "traffic thinking", but in reasonable planning, continuously enhances the reputation of the industry, and builds the network of high -quality content such as culture and art. New position.

Optimize the industry evaluation system

In the early days of the development of network anchors, most of them were operated by single or small teams. If there were no explosive works, it was difficult to obtain financial support. Today, with the continuous improvement of the relevant system and the continuous optimization of evaluation standards, online anchors are becoming a new profession. Under the support of the policy, perhaps future anchors can also obtain their recognition in professional fields through professional title assessment.

At the seminar, Wei Kaipeng, deputy director of the Personnel Department of the State Administration of Radio, Film and Television, introduced that the "Specifications" has a distinctive positive significance for creating 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. Zhang Chenxiao, deputy director of the Department of Network Audiovisual Department of the State Administration of Radio, Film and Television, said: "The" Specification "is an important task in the deployment of comprehensive governance in the field of radio and television and online audiovisuals, which is conducive to further strengthening political leadership to the industry and promoting the main theme. The significance of spreading positive energy and creating a breeze and righteousness is that it is not only facing the industry, but also for individuals. The "Specification" clearly stipulates the qualifications of professional anchors: "For live broadcast content that requires higher professional levels, the anchor should obtain the corresponding practice qualifications, and conduct practice qualifications to the live broadcast platform. The live broadcast platform should conduct qualification review and qualification review of the anchor and the anchor. Record. "

In the process of regulating the system and comprehensively regulating the process of network anchor behavior, the professional identity of the Internet anchor itself has been continuously strengthened. Especially at the moment, with the influx of high -profile people, the main force of a cultural communication is being formed, and they will bring a clear breeze to the industry. For the majority of ordinary online live broadcast practitioners, the power guidance of the "Specifications" cannot be ignored. Through the rules of online anchors, the cultivation of political quality, and social responsibility education, they gradually cultivate their self -confidence and establish a good example.

Data show that as of the end of 2021, the number of online live users in my country reached 703 million, and the total network anchor account had accumulated over 100 million. The scale of the online live broadcast market exceeded 150 billion yuan in 2020. Some research report predicts that the scale of my country's online live market will exceed 2 trillion yuan in 2026. The Ministry of Human Resources and Social Affairs has included Internet marketers in the national occupation classification ceremony, making it a new profession certified by a country. Network anchors are also moving towards new occupations. Strengthen professional ability and professional ethics construction

The "Popular Biology of the Internet" series of popular science video praises exceeded 100 million, and the non -heritage entered the live broadcast room to make traditional culture a new national tide. Behind these is the deep cultivation of the anchors in their respective professional fields. His professional knowledge has become the "hard currency" in the field of live broadcast. Relying on differentiated competition, they attract the audience, while continuously output high -quality content to attract vertical users, and realize the change from quantitative to qualitative changes.

Since the beginning of this year, there have been online anchors with countless fans with professional fitness content and boarding hot search with bilingual goods. This is the inspiration of other anchors -professional ability is the core competitiveness. Many anchors said, "Improving professionalism is the need for the sustainable and healthy development of the network live broadcast industry, and it is also the need for online anchors to stand out in fierce competition." There are also some anchors that "in addition to professional ability, more importantly, to love this profession, love means cherishing their feathers, adhere to professional ethics while actively spread positive energy."

The "Specifications" aims to further strengthen the professional ethics construction of network anchors, standardize employment behaviors, strengthen social responsibility, establish a good image, and jointly create a positive, healthy, orderly, harmonious and clear network space. In the opinion of the Secretary -General and researcher of the World Media Research Center of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, "Live broadcast is a special cultural product, which has both social benefits and economic benefits. , Let social benefits and economic benefits be unified. " Therefore, online anchors should also put social benefits first. Wang Zhaonan, Secretary -General of the Beijing Internet Audiovisual Program Service Association, Vice President and Editor of iQiyi, said: "Network anchors are a identity, a profession, a role model, a kind of benefit. They are spreading scientific and cultural knowledge, conveying mainstream culture and mainstream culture and conveying mainstream culture and transmission In terms of value, webcasting is very promising. "

The network space is the common spiritual home of the people, and the network content is the common spiritual food of hundreds of millions of netizens. The rapid development of the live broadcast industry has become one of the important carriers of information transmission and content dissemination of various industries in the society. Doing a good job and using webcasting will become a new force to promote the online development of traditional industries, and it will become an important window for spreading excellent Chinese traditional culture.

Strengthening the professional ethics construction of online anchors and standardizing employment is not only an inevitable move to promote the healthy and orderly development of Internet space, but also in line with the common opinions and common interests of hundreds of millions of netizens. The release of the "Specification" allows the audience to see the bright future of the live broadcast industry. In the development of more self -discipline, the professional ability and professional ethics of anchor and professional ethics will continue to improve, the audience's aesthetic literacy will continue to improve, and the network space will be healthier and orderly.

(Reporter Niu Meng Di, a correspondent Li Yilin)

【Edit: Ye Pan】

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