On March 30th, a blogger named "Yang Kim Jyan" in Weibo released a video "I still can’t figure out why I was diagnosed with liver cancer", which attracted a lot of netizens’ attention. The topic "Why cancer is late when it is discovered" once rushed to the top of the hot search list in Weibo.
But then everyone found that the video content was not the real experience of the blogger, and the words "this content is purely fictional" were placed at the end of the whole video and appeared for a short time, which caused many people to misunderstand.
On March 31, the relevant platform imposed a ban on the blogger and suspended advertising revenue. However, the video has been played at least 20 million times before it was taken off the shelf, and its practice of "gaining traffic by consuming cancer patients" has been questioned by many netizens.
The person in charge of an MCN organization (a company that helps the contracted people to continuously export and realize the content) told the Red Star journalist that some anchors did attract traffic by "selling badly". There is also a special team to help them fabricate "people’s design", "nothing more than attracting more people’s attention in order to realize the traffic."
On March 31st, Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said in an interview with Red Star that bloggers such as "Yang Kim Jyan" are pursuing the attention or benefits brought by "traffic economy". "In addition to the ban on bloggers, the platform also suggests that the incubation and management institutions behind such bloggers be punished accordingly."
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Online celebrity bloggers shot nearly 8 minutes of video.
Claimed that he had liver cancer at the age of 25.
The word "pure fiction" flashed by.
On March 30th, Red Star journalists noticed that the video of "Yang Kim Jyan" was nearly 8 minutes long. First of all, he said, "Today is Su Yan, and I want to tell a news that only a few very good friends knew before sending this video." Then he told me that he was diagnosed with liver cancer during his physical examination, and the doctor told me that the chance of cure was not great. In the video, "Yang Kim Jyan" also said many times that he couldn’t understand why he got liver cancer at the age of 25.
"Yang Kim Jyan" is a blogger with more than 5.5 million fans. After the video was released, the number of plays increased rapidly, with more than 20 million plays on the afternoon of March 30th. Many netizens left messages under the video saying "I hope this is not true" and "I must treat it well".
↑ "Yang Kim JYAN" released the video "Liver cancer was detected at the age of 25" on March 30th.
The Red Star journalist noticed that "Yang Kim Jyan" said in the second half of the video that he had conducted a review and got the results of the review, but when he saw the results, "Yang Kim Jyan" just shook his fist and didn’t say what the results were.
Many careful netizens noticed a flash at the end of the video. In this picture, "Yang Kim Jyan" means "the content of this video is pure fiction", but this sentence is inconspicuous in the whole picture and is sandwiched in five lines, and the words "pure fiction" do not appear in the whole video.
↑ At the end of the video, it is marked "The content of this video is pure fiction", and the display time is very short.
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The blogger apologized after being questioned.
The platform punishes the suspension of its advertising revenue.
Previously, the video hinted that he was "suffering from depression."
Some netizens said that the content of the whole video shooting will cause viewers to misunderstand that they have indeed been diagnosed with liver cancer. Such videos will seriously hurt the feelings of cancer patients and their families. A netizen said: "‘ There is no cancer in the world ’ It is the wish of many people. Maybe some people will never understand the pain of cancer patients and their families, but please ask these people to maintain a little kindness and respect for others. "
On the afternoon of March 30th, "Yang Kim Jyan" deleted the video of "cancer was found" and issued an apology statement. Its statement said: "I thought of presenting it in the first person way in order to make this video sound a wake-up call for everyone to pay attention to their health. Because the video content needs a physical examination, I also did a full-body physical examination at my own expense. At the end of the video, I told everyone that the video was fictional and it was my negligence in creation. I am sorry for everyone, I know it was wrong. " The statement also mentioned that he will continue to work hard to create videos that correct energy later. "If it is fictional content, I will definitely put it at the beginning (place) of the video, please supervise."
On the morning of March 31st, Weibo, the official of Sina Weibo community management, announced that during the recent inspection, the station found that the user "Yang Kim Jyan" posted a deductive video describing his feelings after being diagnosed with cancer, but did not mark the content as "fiction" or "deduction" in the obvious position of the video, and only the explanation that "the content of this issue is purely fiction" appeared at the end of the video, which led some netizens to misunderstand it as a real event, which led to public opinion discussion. According to the Weibo Community Convention and other relevant regulations, the station punished the user money "Yang Jyan" by stage silence, forbidding attention and suspending advertising revenue.
The Red Star journalist noticed that on November 5th last year, "Yang Kim Jyan" had released a video suggesting that he had suffered from depression. "I once wanted to leave, but in the end I got better! I hope you can get better as I do! "
↑ "Yang Kim Jyan" released the video content of depression last year.
Since then, "Yang Kim Jyan" has published several Weibo articles with the related topics of "depression".
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There was an anchor who took a "vomiting blood photo" and bo sympathized with the goods.
MCN employees: let bloggers "sell badly" for traffic
Create a special story "script"
Unlike "Yang Kim Jyan", which marked "the content is pure fiction" in an inconspicuous place, there were some platform bloggers who directly pretended to be ill and "sold badly" to gain profits.
According to the police report in Ningbo, Zhejiang Province last November, a man surnamed Zhang made up his illness "selling badly" in Tik Tok, and broadcast live to receive a reward and carry goods. When it was reported and verified, it had illegally made a profit of more than 50,000 yuan, and the man surnamed Zhang defended himself. "I never said that I had cancer, I was just in the late stage of lovesickness."
In the first half of 2021, a blogger in bilibili issued his own "photos of vomiting blood" one after another, defrauding him to donate more than 40,000 yuan, and finally his account was banned by the platform. In addition, "Sick Yuan" appeared on platforms such as Xiaohongshu before, falsely claiming that he was suffering from a serious disease, so as to bring products such as scar repair stickers and health care products to netizens.
On March 31 this year, a staff member of an MCN organization told the Red Star journalist that there is fierce competition among various anchors and bloggers with goods. "There will be income if there is traffic. Therefore, when cooperating with some enterprises, if the enterprises agree, they will create some story scripts and shoot some fictional content, many of which are through ‘ Sell badly ’ To attract attention. In order to avoid being held accountable, ‘ will also be marked in the live broadcast or video. Fiction ’ The words, but very vague, or marked in an inconspicuous place. "
Mr. Xie (pseudonym), the head of an anchor brokerage company in Xi ‘an, told the Red Star journalist that in the past few years, some anchors mainly promoted their own "selling miserable" people to attract attention.
"First of all, there needs to be conflicts. For example, when you are sick, you must be young, or you are in a beautiful stage of life; Then, with some stories, for example, I am a rural family, working hard in the city, or my partner doesn’t know how to make progress, and she relies on her own work in exchange for sympathy; Then start bringing products into live or released videos to make a profit. "
Mr. Xie said that these are all specially scripted, and some even use a script on different anchors. In recent two years, a platform has dealt with the shooting of "fake stories", so everyone will also mark the word "fiction" in some inconspicuous places, but if it is not obvious, many fans will not notice it.
Red Star News reporter saw that on the platform of Weibo, the profile of "Yang Kim Jyan" was "Beauty Red Man". Previously, he released some beauty videos with brand exposure, and some life videos and photos also showed beauty products.
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How to put an end to "selling miserably" fake videos?
Platform: indefinitely banned or fans cleared.
On March 28th, the State Council Office held a press conference on the "Qinglang" series of special actions in 2023. In response to the ecological management of short videos, it was pointed out at the meeting that "comprehensively cleaning up short videos that are misdirected and mislead the public by forging scenes, compiling details and fictional experiences" is one of the main contents of this special action.
For this kind of situation, Fu Jian, director of Henan Zejin Law Firm, believes that the authenticity of network information is difficult to guarantee in the media era, and many online celebrity bloggers sacrifice the authenticity of their published information in order to increase traffic. Online celebrity uploaded a short video saying that he was diagnosed with liver cancer during his physical examination. He filmed and uploaded a very authentic video, and put the statement that "this content is pure fiction" in an inconspicuous position in the last two seconds of the video, which led to misunderstanding by most people, causing a wide range of influence and deceiving the public’s feelings.
Fu Jian said that many laws and regulations, such as the Cyber Security Law of the People’s Republic of China, the measures for the management of Internet information services, and the regulations on the ecological governance of network information content, all emphasize that information such as short videos published online should abide by public order and good customs and uphold the principle of good faith. Among them, Articles 6 and 7 of the Regulations on Ecological Governance of Network Information Content stipulate that network information producers shall not publish illegal information and shall resist bad information. Short video posing and deceiving the public’s feelings are bad information, and serious ones may be suspected of breaking the law. The network information content service platform can take measures such as warning and rectification, limiting functions, suspending updates, and sealing titles to resist the spread of this bad video.
The Xiaohongshu platform said that it will resolutely ban the "self-media" of counterfeiting official institutions, news media and specific personnel, including account name counterfeiting, information content counterfeiting and professional qualification counterfeiting; Comprehensively rectify the illegal profit-making behavior of "self-media", including smashing hot spots to attract powder and drain, creating hot spots to generate traffic, and using vulnerable groups to realize traffic.
Lawyer Chen Hao, director of Shaanxi Dezun Law Firm, told the Red Star journalist that if online celebrity defrauded money by fictional facts or concealing the truth in the video, and the amount reached the filing standard, it should be suspected of fraud. If online celebrity only makes up facts to shoot videos for the purpose of attracting attention, gaining attention and defrauding traffic, it belongs to the category of moral evaluation and should be handled by video platforms or regulatory agencies.
"Recently, the Internet Information Office has been comprehensively cleaning up short videos that are poorly directed and mislead the public by forging scenes, compiling details and fictional experiences. I believe that this phenomenon will become less and less through the guidance and supervision of relevant departments. "
Red Star journalists found that, except for the Weibo platform, "Yang Kim Jyan" also had accounts with the same name on other short video platforms, and all of them were banned on March 31st.
In addition, Red Star journalists noticed that many platforms have also released governance measures for fictional content.
On March 30th, Tik Tok announced that when creators create and publish fictional content through plot deduction, they should clearly mark the relevant video interpretation in a prominent position and form, and the copywriting includes but is not limited to "fictional/deductive works for entertainment only". If the work is not marked as "deduction" or "fiction", causing misunderstanding among the public and the news media and becoming "false information", the platform will strictly deal with it, and the publishing account will be completely banned for 30 days to indefinitely banned depending on the circumstances.
On March 31st, Aauto Quicker Science and Technology announced that it would impose penalties such as clearing fans, erasing fans, and limiting the growth of fans for the acts of counterfeiting party and government organs, news media organizations and parties involved in public opinion events.
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It’s all the temptation of traffic?
Expert advice: link the responsibility to MCN organization.
On March 31st, Zhu Wei, deputy director of Communication Law Research Center of China University of Political Science and Law, said in an interview with Red Star journalist that the main source of this situation lies in the temptation of "flow economy".
"They get sympathy in this way, and sympathy can be transformed into traffic, traffic can be transformed into attention, and finally into commercial interests."
Zhu Wei said that in the past, more content of "pretending to be terminally ill" was very direct false charity and fraudulent donation, but the "terminally ill video" made by "Yang Kim Jyan" was artificially created to directly obtain traffic. The role of people’s design is to obtain stable traffic and accurate fans in their vertical fields, so as to improve their ability to carry goods and attract fans to reward them. These are a set of rings.
Zhu Wei agreed with the relevant measures taken by this platform, but he also reminded that it is necessary to consider whether such bloggers’ front-end accounts are banned and whether background users or registrants should also be included in the "blacklist". Otherwise, he may turn himself around and open the number somewhere else. In addition, we should pay attention to the MCN organization behind online celebrity, that is, the relevant resource management team. Generally, such accounts are supported and managed by the MCN organization, and the responsibility should be related to the MCN organization and other related accounts of this kind of MCN.
"MCN has hatched a lot of accounts like this now. Many of the fake people are created and recommended by MCN behind it, and it is also the traffic that MCN pushes to this account."
Red Star Journalist Fu Yao Zhao Qian Intern Wang Mingli
Editor Peng Jiang Editor Wei Kongming
