Some time ago, an online celebrity with millions of fans on the online platform was banned, and related topics once hit the hot search. Previously, her account had been reported many times by netizens because of its vulgarity. Anyone who has watched her live broadcast will wonder why such a person who has no real talent, is slovenly, "exports become dirty", and frequently makes indecent acts will have so many fans? Similar to webcasts that harvest traffic by "selling ugliness", where should we go in the future?
Webcast is a new thing brought about by the development of the Internet, and its popularity is not accidental. Webcast conforms to the development law of Internet communication: the webcast without regional restrictions realizes cross regional communication; Intuitive and convenient participation mode makes webcast have a large number of audiences; Low threshold, high interactivity, openness, real-time and other characteristics make participants more viscous. In the process of webcast, participants gradually cultivate a sense of belonging and value identity through likes, bullet screens, rewards and other ways, and the dissemination of culture and values is imperceptibly completed in this process.
In recent years, with the rise of the Internet short video platform, webcast has entered the "3.0 era". Driven by the economic benefits behind the platform's boost, live broadcast rewards, and flow realization, webcast ushers in a new round of outbreak. More and more anchors join in, which makes the group of webcast become increasingly large. According to the Development Report of China's Online Performance (Live Broadcasting) Industry in 2020, at present, the number of anchor accounts in the live broadcasting industry has exceeded 130 million, the number of users has reached 617 million, and even there are "live villages" dedicated to live broadcasting in many places. The live broadcast is so popular and the entry threshold is low, resulting in a mixed host group today. The quality of anchors is uneven. Some anchors have low education level, low cultural quality, and weak awareness of laws and regulations; In order to attract more viewers, get more rewards and realize the flow in the live broadcast, some anchors began to do everything they could.
The early online live broadcast mainly focused on talent show, game live broadcast, and life live broadcast, and emphasized on having a certain skill. However, in the current broadcast room, exaggerated filters, strange makeup, awkward performances, and boring and vulgar language constantly impact people's aesthetic perception, making people suspect that they have entered another human space. Many anchors use a variety of vulgar ways that break through the routine to attract people's attention and make themselves famous, and "ugly, strange, fake, and vulgar" has gradually become a trend. All kinds of live broadcasts of foul words, pornography and gangsters not only break the moral bottom line, but also violate laws and regulations. Besides the live broadcast room, the pursuit of traffic also has a very bad impact. "Brother overcoat" became red. A group of anchors who did not work hard and spied on others' privacy live all the year round at their home made their lives very disturbing. The "Ramen Brother" became popular, and netizens from all over the country came to watch the lively crowd of villages. Hundreds of mobile phones broadcast the same content almost simultaneously. The pursuit of traffic has made many anchors abandon the bottom line of values. It is reported that "villagers dare not let their children watch the live broadcast, for fear that they will take the children too far".
In this way, webcast has "changed its flavor". Click on any video live broadcast platform, and vulgar live broadcast has become a trend of spread, which has to arouse people's vigilance and attention. What is shocking is that a large number of fans in the live broadcast room are paying for these vulgar live broadcasts. They not only reward and support these anchors, but even praise these vulgar anchors as stars. When a bad anchor is banned, a large number of fans complain about it. It can be seen that this kind of live broadcast of vulgar culture has seriously polluted the network environment and network culture, and its negative impact on society is far-reaching.
It is understandable that webcast itself is entertaining, but it cannot become a hotbed of vulgar culture and allow it to grow savagely. Given the huge audience and influence of webcast, webcast should have become a platform to carry forward the theme and socialist core values; The webmaster is supposed to be a medium for spreading truth, goodness, beauty and positive energy. If we allow the vulgarization of webcast, it is bound to turn webcast into a cancer with harmful values, which will endanger the healthy growth of young people, form a negative demonstration effect, interfere with the correct aesthetic judgment of society, impact the bottom line of human values, and have extremely serious negative effects.
Sensationalism and vulgar appreciation of ugliness are not the future of webcast after all. In the face of the current situation, the webcast platform should increase its efforts to crack down on vulgar anchors, raise the entry threshold of the live broadcast industry, guide the live broadcast industry to develop in a more professional direction, and promote a new round of industry reshuffle. Tilt the traffic to high-quality content, and make the * anchor who conforms to the socialist core values become a traffic network celebrity. The network should create a cultural ecology with clear atmosphere; The network culture should carry forward the main theme, spread positive energy, have an elegant tone, fresh style, pursue nobility and lofty realm. We must be alert, and the task of opposing vulgar culture is a long way to go.
