How can online anchors overcome the "impossible triangle" dilemma
2024-11-07
The Ministry of Human Resources and Social Security and three other departments recently announced 19 new professions, including online anchors. According to the "Research Report on the Development of China's Online Audiovisual Industry (2024)", as of the end of 2023, the total number of short video accounts in China reached 1.55 billion, the number of professional anchors reached 15.08 million, the daily update volume of short videos on major short video platforms was nearly 80 million, and the daily live streaming sessions exceeded 3.5 million. In recent years, some online hosts have showcased high-quality cultural and artistic performances on short video platforms, which not only enrich people's spiritual lives but also alleviate the problem of regional imbalance and insufficient development of public cultural services; Some people bring the "obscure skills" of excellent traditional culture to the live broadcast room, which not only spreads excellent traditional culture, but also opens up new paths for the protection and inheritance of intangible cultural heritage; Some anchors use simple and understandable language to popularize various professional knowledge to the audience, promoting knowledge sharing and dissemination, and forming a clear flow of stocks in the online space. In addition, the influence of online anchors has begun to extend offline, and the phenomenon of "one person leading a city" has emerged successively in Zibo, Heze, Kaifeng and other places, injecting strong vitality into local economic development. At the same time, some online anchors have also been criticized by public opinion for their misconduct. The current online anchor industry is full of flowers and weeds. In view of the mixed quality of the content released by the webmaster, Dong Chenyu, an associate professor of the School of Journalism of Renmin University of China, believes that the current webmaster is facing an "impossible triangle" dilemma: namely, continuous updating, high-quality content, and standardized production, all of which require higher professional training at the same time. When faced with the 'impossible triangle', some people choose to abandon standardization. Once standardization is abandoned, the bottom line cannot be maintained. So, how to regulate the industry of over ten million online anchors? How to make it face the public in a healthier posture? The professionalization recognition from the Ministry of Human Resources and Social Security will definitely promote the professionalization process of online anchors Dong Chenyu pointed out that this has taken the first step towards the development of professional norms for online anchors. In fact, the biggest challenge faced by this profession of management comes from its extremely high mobility. Therefore, the online anchor industry needs to establish more detailed and specific guidance standards, training plans, management mechanisms, and clear ethical codes. Firstly, we need to solidify the responsibilities of both parties Dong Chenyu stated that on the one hand, a clear concept definition can be made for professional online anchors, such as identifying professional online anchors based on the number of fans or sales flow on various mainstream platforms, stable live streaming duration, frequency, etc. Starting from these top anchors, we will provide on-site training and guidance to online anchors in a graded and hierarchical manner. On the other hand, the standardized development of the online anchor profession also needs to gradually increase the entry threshold for MCN institutions (companies that help contracted anchors create and monetize content - journalist's note). Dong Chenyu found in his research that certain MCN institutions have low entry barriers, uneven anchor capabilities, and a lack of training, which has affected the healthy development of the industry. Fortunately, both government departments and platform enterprises are vigorously promoting industry regulation, guiding online hosts to actively spread high-quality cultural content that is positive and beneficial, and promoting the orderly development of the live streaming industry. In May 2022, the Central Civilization Office, the Ministry of Culture and Tourism, and other four departments jointly issued the "Opinions on Standardizing Online Live Streaming Rewards and Strengthening the Protection of Minors", requiring all website platforms to prohibit providing various types of tipping services such as cash recharge, "gift" purchase, and online payment for minors. The relevant departments have issued a series of policy documents to promote the establishment of online live streaming and short video industry organizations, and guide the development of high-quality anchor cultivation projects. The standardized development of online anchors also relies on the relevant governance policies of the platform. In December last year, Tiktok set up a credit scoring system for webcasters, which deducted credit scores from illegal anchors and temporarily or permanently closed their accounts. In the first half of this year, nine announcements, specifications and special treatment plans involving illegal transactions, false content, online water army, AI virtual people, etc. were issued. Taobao cracked down on 55000 online hosts last year, strengthening the control of counterfeit goods and supervision of false advertising. What should be done to prevent it beforehand? In July 2023, the Cyberspace Administration of China issued a notice on strengthening the management of "self media". Article 5 states that when "self media" publishes content containing fictional plots or plot interpretations, website platforms should require them to prominently label the fictional or deductive tags. Encourage website platforms to label controversial information with dispute tags and restrict the flow of related information. Dong Chenyu stated that vocational education for online anchors should gradually be incorporated into the education system of colleges and universities. E-commerce institutions cooperate with vocational colleges to establish a school enterprise collaborative training system, solve their employment problems, and thus obtain a large number of high-quality anchors. This is a win-win situation
Edit：Rina Responsible editor：Lily
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