Standardize the release of the red line, draw a certified network anchor to show real skills
2022-07-06
The webcast industry is taking advantage of the "flow blowout" of short videos, and high-quality content is increasingly becoming a "flow password". In order to further regulate the behavior of network anchors, the code of conduct for network anchors was jointly released by the State Administration of radio and television and the Ministry of culture and tourism. This sets an access threshold for content producers in the professional field of live broadcasting. The live broadcasting field is returning towards the direction of "professional people doing professional things". Anchors should not only bring traffic, but also output quality content. Bring goods with knowledge and search frequently When selling ham in the live broadcast room, he said, "it's the taste of wind, the taste of salt, and it's made by nature's magic and time"; When selling iron pots, he described emotionally that "it is the mother's hand, the father's sad face, and the old man's heart looking forward to the return of his wandering son"; When selling steak, he turned the live broadcast room into a classroom, teaching netizens to spell English words such as taste and freshness... Recently, dongyuhui, the anchor of the "Oriental selection" live broadcast room, became popular. Unlike most anchor Hawking, Dong Yuhui is more like chatting with friends in the live room. No matter what goods, he can expand relevant knowledge points or backgrounds, quote classics, talk about his life feelings, and let many netizens call "above". With his unique way of carrying goods, Dong Yuhui quickly became popular and frequently rushed to the online hot search list. "The fat oil on the side clicks off, and I want both the mermaid line and the vest line." In April this year, entertainer Liu Zhenhong put the rhythmic music compendium of Materia Medica in the live studio and danced Aerobics with his family. He soon became a topic of interest to netizens, further driving the online fitness boom during the epidemic prevention period. From Liu Jianhong to Dong Yuhui, an important factor for these network anchors to become popular is that they conform to the public's aesthetic taste and appreciation habits. It is understood that Dong Yuhui was once an English teacher. Through continuous reading and training, he was full of humor and passion like a lecture in the live broadcast; After becoming an anchor, he also went to the country of origin to learn about the ingredients, taste, nutritional value and cost performance of the products. Liu Jianhong has been keeping fit for decades. He is also a singer, and his mental state is optimistic and positive. Through enthusiastic encouragement and drive, he attracted many people to begin to pay attention to exercise and love life more. In the Internet era, network anchor has become one of the new occupations that have attracted much attention. According to the data of the National Bureau of statistics, by the end of 2021, China had 200million flexible employees, including more than 1.6 million employees related to network anchors. As network anchors shoulder important responsibilities in disseminating scientific and cultural knowledge, enriching spiritual and cultural life, and promoting economic and social development, it is urgent to strengthen the construction of professional ethics of network anchors. The State Administration of radio and television and the Ministry of culture and tourism recently jointly issued the "code of conduct for network anchors" (hereinafter referred to as the "code"), proposing that network anchors should adhere to the correct political direction, public opinion guidance and value orientation, establish a correct world outlook, outlook on life and values, actively practice the core socialist values, advocate social morality, abide by professional ethics, and cultivate personal morality. Industry insiders believe that the emergence of more and more network anchors full of positive energy, a wide range of knowledge and a positive attitude towards life has brought vitality to the live broadcast and delivery industry. The introduction of the code will endow the profession of "delivery anchors" with richer spiritual value and a sense of professional achievement. Industry bid farewell to "barbaric growth" "Live broadcast also needs to have real skills." This is the "golden truth" obtained by network anchor Zhao Zixuan through personal experience. In Shuyang County, Jiangsu Province, Zhao Zixuan's hometown, flower and tree planting is a big industry. After graduating from University, she decided to go back to her hometown to sell flowers live. The family members are also worried while supporting, "she has never raised flowers since childhood, and has lived in big cities for a long time. Can she adapt?" In order to do a good job of live broadcasting, Zhao Zixuan spent two months systematically learning the relevant knowledge of Clematis and other flower cultivation. I thought everything was going smoothly, but I didn't expect to "overturn" the first trial. "This... The book says... Sorry I didn't really raise it..." facing the problems of netizens, Zhao Zixuan couldn't resist and was forced to broadcast it in a hurry. She decided to plant flowers by herself. Pot replacement, branch pruning, fertilizer ratio... After groping, Zhao Zixuan put her Clematis on the live broadcast shelf. During the live broadcast, she responded freely to various questions raised by flower friends, and the number of live broadcast rooms and flower sales continued to rise. Now, she not only sells flowers live, but also sets up a live media company to drive villagers who want to try e-commerce live broadcasting to work together by holding Clematis live training courses. With the popularity of the live broadcast industry, some network anchors encourage bad phenomena such as traffic supremacy, abnormal aesthetics, "rice circle" chaos, money worship, etc. by fooling and spreading vulgar content. Relevant behaviors violate laws and regulations, damage network civilization, violate network morality, harm network harmony, and seriously pollute the social atmosphere. The code clearly states that network anchors shall not have 31 behaviors in the process of providing online performances and audio-visual program services, so as to draw a bottom line and a red line for network anchors. Including: it is not allowed to publish contents that violate the basic principles determined by the Constitution and national laws and regulations; It is not allowed to hype scandals, scandals and bad deeds, spread content with a low style, and publicize content that violates the core socialist values and public order and good customs; It is not allowed to introduce or show suicide, self mutilation, violence and blood, high-risk actions and other dangerous behaviors that are easy to be imitated by minors. Zhang Yi, CEO of AI media consulting, believes that China's live video industry has made some achievements and gone through some detours so far. After the industry matures, it does expose some problems, such as tax evasion, abnormal aesthetic orientation, false publicity, etc. In this context, the introduction of the code provides guidelines and standards for the industry, and also indicates that live video will bid farewell to the era of barbaric growth and turn to a stage of high-quality development and healthy development. The platform controls "professional qualification" "700 grams of laundry detergent is only 9.9 yuan, babies, hurry to grab it, 321 link..." recently, Huitong Digital Intelligent Technology Co., Ltd., located in Nanjing, Jiangsu Province, organized a special exam: the exam room is a live broadcast room, the anchors introduced products to the camera as usual, interacted with pink silk, and the expert examiner sat next to him for evaluation. This is an internet marketer (primary) vocational skill certification exam independently held by enterprises, and it is also the first time that Jiangsu Province has carried out the professional evaluation and certification of anchor with goods. After passing the examination, the anchor with goods will work with a certificate. It is reported that the examination content is designed according to the requirements of the national vocational skill standard for Internet marketers, and is divided into two parts: theoretical examination and practical examination. Those who pass the examination will obtain the vocational skill level (primary) certificate for Internet marketers. The theoretical examination content includes professional ethics, basic knowledge, relevant laws and regulations, etc., while the practical examination focuses on the two evaluation items of live broadcast preparation, live broadcast performance and after-sales, and sets relevant evaluation content in combination with the actual live broadcast operation process. In order to improve the professional quality of network anchors, the code proposes that network anchors should consciously strengthen their learning and master the knowledge and skills necessary for engaging in anchor work. For live broadcast content that requires a high professional level (such as medical and health, finance and finance, law, education), the anchor should obtain the corresponding professional qualifications, and report the professional qualifications to the live broadcast platform. The live broadcast platform should review and record the qualifications of the anchor. The reporter noted that Tiktok, Kwai and other platforms had previously launched professional qualification certification, involving professions including doctors, lawyers and so on. For example, the "director Zhou of Pediatrics" with 635000 fans in Tiktok has the certification information of the deputy chief physician of pediatric surgery of the Third Affiliated Hospital of Guangzhou Medical University. It is understood that on the Kwai platform, educational researchers need to provide academician certificates, teacher qualification certificates, job cards and professional titles on the basis of real name certification. "The specification puts forward clear requirements for live broadcast content that requires a high professional level." Zhu Wei, deputy director of the communication law research center of China University of political science and law, believes that the live broadcast platform needs to verify the identity of the network anchor and ensure that the anchor "works with a certificate", which is conducive to creating more high-level content and promoting the healthy and orderly development of the anchor industry. (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：People's Daily
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