Liu Jun

Facal fraud will be judged and judged by the ideological judgment and artistic judgment of audiovisual works, and it becomes a "technical game". Rectifying traffic falsification must not only have law, but also strict law enforcement; a diversified audiovisual evaluation system should be established as soon as possible, and industry self -discipline should be strengthened.

Recently, the State Administration of Radio and Television has publicly solicited opinions on the "Regulations on the Management and Management of the Production and Management of Radio, Television and Internet Audiovisual Program". It is clear that false or misunderstanding of the content of the program's content, production costs, and viewing rates of the program must not be promoted and deceived.

With the rapid development of the Internet, audiovisual viewing habits have shifted from traditional TVs, radios and other mediums to new media terminals such as various types. This synchronization brings changes in the method of audiovisual work. The audience's perception of the influence and coverage of the work is more based on the number of clicks and playbacks of the online medium.

The level of network traffic data not only directly affects the attention and view of the audience of the work, but also affects the economic income of the producer and the issuer. Investors, advertisers, and multi -party gambling agreements such as gambling agreements directly related to economic income have highly valued the volume of playback.

In this context, the producers and issuers of some online audiovisual works have begun to move "crooked brains" on network traffic such as playback volume. Through technical means and artificial means, the number of clicks and audiovisual works has been greatly increased. Play volume, etc. This kind of man -made data is a kind of "fake traffic", which does not represent the real viewing situation of the audience.

Facal fraud will be judged and artistic judges that should be conducted by audiovisual works into a "technical game". What is reflected behind the playback is not the audience's good judgment on the work, but who is the competitors and publishers who are in who is in the competitors and publishers. Facal fakes have high funds, who can find a more advanced "brush flow" institution. In this way, the art pursuit of artistic work is ignored.

Regulating related issues now coincides with the right time. The draft for soliciting comments clearly stated that online drama, brokerage agency, online audiovisual program service agency, etc. are included in the management category, "the next standard and integration management"; Perform false or misunderstandings and deception. If these measures are properly implemented, it will effectively curb the wind of traffic fraud, which will greatly promote the construction process of clear network space.

To rectify traffic falsification, not only must there be law, but also strict law enforcement. In terms of legal liability, the punishment measures for specific illegal acts should be clearly demonstrated by these regulations, measures, and punishment.

The diversified audiovisual evaluation system should be established as soon as possible. It is not only traffic, not only heat, not only scores, and not only capital. The evaluation weight of quality and innovative ideas, continuously create "green clicks" and "green ratings", and make it a common rule in the industry.

Strengthening the self -discipline of the industry not only allows the entire industry to gradually realize that traffic falsification is a short -sighted behavior of "exhausted and fishing", but also should play the role of industry associations and industry standards as soon as possible. It is pressured by traffic fakes.

Give full play to the functions of online audiovisual reviews, release the perspectives of the critics, intellectuals, and think tanks, and the function of value guidance, in order to enhance the audience's film and television literacy, the literacy of the practitioners, and form a powerful "traffic fraud shame" in the whole society Positive atmosphere.

It should also be noted that traffic issues are not only content issues, media problems, art problems, and technical problems, but also consumption, economic, cultural issues. Only by multi -sector and multi -field linkage The foundation.

(The author is professor of Communication University of China)