People's Daily Review: Short videos can have various forms and cannot be randomly directed
2023-12-13
With the continuous development of the Internet, short videos have gradually become an important carrier and dissemination method for netizens to obtain information, services, interactive communication, and cultural entertainment. However, the quality of short videos varies greatly, and some platforms allow the spread of harmful information, seriously misleading the public, affecting the healthy growth of young people, and damaging the legitimate rights and interests of the people. In order to better meet the spiritual and cultural needs of the people, promote the formation of a benign competitive environment, and promote the healthy and orderly development of the industry, the Central Cyberspace Administration recently issued a notice to carry out a one month special action of "Clearing and Rectifying the Problem of Poor Content Orientation in Short Video Information", focusing on rectifying the disorderly value orientation and frequent occurrence of bad content in the short video field, urging short video platforms to strengthen the content review system, and comprehensively standardize the operation of short video functions. "The female rider's bike was stolen and cried loudly" is actually being filmed. The anchor is selling goods with disheveled hair and a fierce face, and the hot search short drama is suspected of extreme revenge themes... Sorting out the recently widely criticized bad short videos, there are several prominent problems: first, it is difficult to distinguish between true and false. Creating fake short videos through filming, fabricating, and generating technology to consume public sympathy and spread panic emotions; Secondly, beauty and ugliness are indistinguishable. To gain traffic by disregarding pornography, creating vulgar personas, and displaying high-risk behaviors, violating social order and good customs; Thirdly, the right and wrong are unclear. Spread erroneous views on career, marriage, money, history, ethnicity, etc., challenge the bottom line of netizens' cognition, and spread erroneous value orientations. Related phenomena occur frequently, causing adverse effects. The "Clear and Clear" action focuses on rectifying three types of content oriented misconduct, including the dissemination of false information, display of inappropriate behavior, and dissemination of erroneous concepts, which can be said to be timely and crucial. The competition in short video creation is becoming increasingly fierce, and it is natural for practitioners to innovate content. But relying on color, ugliness, quirkiness, falsehood, and vulgarity to attract traffic and make quick money is not the right way, exposing distorted views on fame, fortune, and values. Purifying the short video ecosystem, enabling practitioners to establish correct understanding, cannot be separated from propaganda and guidance, making practitioners feel intimidated and restrained, and cannot be separated from heavy blows. Especially, it should be noted that whether it is the "unowned rumors" of fictional time and location, or the low-cost micro dramas with bloody plot and containing private goods, the concealment of bad short videos is stronger and the harm is not reduced. Short videos are constantly evolving, and there is an urgent need for governance to keep up with the times and innovate. To cure the root cause, one must seek its source. The continuous production and widespread dissemination of some negative short videos are closely related to algorithmic recommendation mechanisms. One sidedly using quantitative indicators such as like rate and forwarding rate as the basis for traffic allocation, some highly controversial and provocative videos that sell poorly and attract attention will become popular. Algorithms cannot become accomplices to criminals. This "Clear and Clear" action requires strengthening the management of algorithm recommendations and traffic allocation, optimizing the traffic allocation mechanism, helping to correct the deviation in the platform's algorithm value orientation, preventing the phenomenon of "heavy indicators over quality", promoting the presentation of more high-quality short videos, and enabling algorithms to act for the better. It is the platform's responsibility to improve the quality of traffic. To cut off the "dissemination chain" of bad short videos, it is necessary to take both measures. On the one hand, we need to break the "data only theory", adjust and optimize the algorithm recommendation mechanism, and on the other hand, improve the review mechanism to avoid oversimplification or "one size fits all" review and manual re review
Edit：Wangchen Responsible editor：Jia Jia
Source：People.cn
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