Don't let false public praise mislead consumption
2022-06-20
"Two days ago, I went to the Hunan restaurant where I had been 'planting grass' for a long time. Many bloggers on the Internet said it was the taste of old Changsha. They found that the quantity was small and the price was expensive, but it was still tasteful." Recently, Ms. Lin, a reader in Changsha City, Hunan Province, wrote that the "online Red" restaurant that many bloggers like that she pays attention to on a consumer life sharing app is not worthy of the name. What product has good acne removing effect? What niche attractions are worth visiting? "Go online to see what others say" is the customary practice of many netizens. On the social platform, the experience of "passers-by" can help others get a better consumption and use experience at a lower opportunity cost. Netizens call it "planting grass". However, for some time, some users' sharing and evaluation have been subjective and beautified to some extent, which is easy to mislead others. Some businesses and platforms even employ writers and photographers on social platforms to make false publicity for them, and artificially add the label of "online celebrity" - which greatly reduces the credibility of online word-of-mouth. Miss Qiu, a Beijing resident, shared her travel experience. "On a social app, I happened to see a volcanic landscape on the grassland. The volcano rises on the vast grassland and looks very spectacular. For this reason, I bought clothes matching the scenery and wanted to take more beautiful photos." Driving for 6 hours with high expectations, the scenery waiting for Miss Qiu was not the one expected: "it's dark and gray, only a little green, making me feel cheated." Miss Qiu said that later she noticed that the photos not only added a strong filter effect, but also used a special perspective, which was difficult for tourists to experience. "I will get more real feedback from my friends in the future." She said that such experience reduced her trust in the platform. Turning to filters, Xiaotian, a stationery blogger with more than 30000 fans, said that it is normal to record personal life on social platforms, appropriately color and show the beauty of life on a real basis, and it is not "one size fits all" to think that any content with embellishments is deceptive, "However, there are some platforms and businesses that exaggerate, or even hire online water troops to carry out false publicity. The regulatory authorities and platforms should deal with this deception in a timely manner.". How should consumers distinguish between "false grass planting" and avoid being deceived by exaggerated publicity? Professor Zhang Min, Dean of the Department of information systems and e-commerce of Wuhan University, said that "drying" is a very distinctive form of content presentation in the Internet age. It is normal for netizens to "dry" their lives and beauty. However, once many netizens focus on "drying" the same content for a period of time, it may be "false grass planting". "False grass planting" comes from the commercial realization pressure of the Internet platform. Simple evaluation, recommendation and strategy are difficult to achieve real-time, two-way and high viscosity interaction between products and users. Therefore, the platforms are striving to achieve transformation through community sharing and gradually embark on the realization of social e-commerce, which will show the trend of "grassing of social behavior, commercialization of grassing behavior, corporatization of business behavior and entertainment of corporate behavior". "Usually, the platform's content cooperation agencies organize a large number of bloggers to realize cash through group behavior, and such companies are good at playing a 'marginal ball' in the regulatory edge by means of entertainment." Zhang Min analysis. Such behaviors as skimming, deleting bad comments and false comments not only damage consumers' right to know, disrupt the normal trading order of the network economy, but also may achieve the purpose of platform monopoly through unfair competition. It is understood that the relevant departments have issued a series of laws and regulations related to consumption, safety and other fields. For violators, those who are light may delete posts and titles, and those who are serious may face punishment according to laws and regulations. Some platforms have also launched the special treatment of "false grass planting". Insiders said that the production and governance of false information is a "offensive and defensive war" with technology as the core, and the platform should strengthen its sense of responsibility. It is suggested to adopt technical governance methods such as labeling to increase the recognition degree of false information, or realize the automatic detection and annotation of false information through artificial intelligence, improve the ranking of authoritative information or reduce the ranking of false information through algorithms, detect pictures, videos and deep forgery through machine learning, and identify social robots through text quality detection, so as to strengthen the governance of false information. "If you encounter fraud, you should timely retain the evidence and contact the platform customer service. If necessary, you should use legal weapons to safeguard your legitimate rights and interests." Zhang Min said that ordinary consumers should also strengthen their information screening ability. They should not credulous to the information from the media, blindly follow the trend, and do not have the idea of coveting small bargains. They should improve their ability to distinguish advertising soft text. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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