How does the People’s Daily comment on and rectify the hot search issues on Weibo?

The public *** platform has become a public opinion store.

Watered data and false clicks cannot be a persuasive footnote of this era.

Internet hot searches are real-time public opinion indicators and public opinion reference systems. They record the joys, sorrows and joys of netizens and help people understand hot information more conveniently. But when data analysis becomes artificial rankings, its value is greatly weakened. Recently, the Beijing Cyberspace Administration of China has interviewed relevant companies and ordered comprehensive rectifications in response to related phenomena on hot search lists, which is very pertinent.

The "Ziguangge gutter oil" incident that caused heated discussion some time ago made netizens exclaim: It turns out that you can be on the hot search by spending money. Indeed, public relations companies plan themes, attract big Vs to add fuel to the flames, and attract netizens to continue fermenting... An "industrial chain" with an orderly division of labor has been formed. Since the order of the list and the degree of exposure affect the number of clicks and attention, some people have taken aim at the business opportunities: some people design "broiler chickens" to control other people's mobile phones; some people are willing to work as swindlers and make money at home with the click of a mouse. Even some platforms have joined in, selling indicators such as list position and search ranking. As a result, public opinion became marketing, and hot searches became business.

Although the intensity of network governance continues to increase, the response strategies are also constantly "upgraded", not only using software to "machine brush" data, but also looking for real people to "meat brush", junior fans, advanced fans, real fans The prices are clearly marked online, and there are even discount packages. At the same time, the "routines" of online trolls are getting deeper and deeper: "zombie fans" without avatars and no content have become "active fans" who bring their own avatars, personalized signatures and personal comments. Registering in batches to obtain accounts has become Use one mobile phone number to defraud multiple accounts.

This model of "exchanging money for popularity and earning money with popularity" reflects the shortcomings of the "traffic first" thinking, which makes hot searches and rankings lose their credibility, and also hurts the credibility of network platforms. Content quality. On the one hand, there are regulatory loopholes in the platform, which has repeatedly prohibited the behavior of spending money to buy hot searches and trolls to search for hot topics, and those on the list do not necessarily attract much attention; on the other hand, content that lacks value judgments can easily become boring and boring. Vulgar, the so-called hot search topics are often occupied by content about a celebrity losing weight, crying, having an affair, etc.

When hot searches become business, those misleading and untrue words, eye-catching catch-ups, and "you sing and I will appear on the stage" make the public *** platform a "big platform" for private goods. store". There are celebrities who have occupied the list for a long time, and are even on the hot search list 229 days a year. It makes people lament that "what matters these days is not ability, but popularity." This kind of phenomenon makes it difficult to tell whether the so-called popularity is true or false, and it is even more inevitable that truly valuable news and sharp voices are lost in the noise. When the hot spots are not hot and the topics are dull, netizens will become desensitized and even tired under the indiscriminate bombardment of various hot spots, turning "online attention" into "online spectatorship."

In fact, hot searches on Weibo are not an isolated case. High scores for movies, good reviews for restaurants, high readings on WeChat, and high download rankings for mobile software all reflect the unhealthy trends in the industry. The word "brush" expresses the bustle of the Internet era, and also reveals the hidden worries behind the bustle. Using other people's evaluations to seek reference for one's own choices is originally a benefit for sharing knowledge and experience. However, when users do not provide true evaluations and the platform does not reflect truthfully, the originally benign interaction will turn into a vicious cycle. , and it is difficult to let online word-of-mouth and public opinion become the market vane and work tester. The phenomenon of "as long as there is popularity, people will pay for bad products" will become popular.

What the Internet has left is the mark of the times and reflects the voice of the public. However, watered-down data and false clicks cannot be a persuasive footnote of this era. Only if the relevant departments strictly manage, the media strengthens their responsibilities, the website is fully audited, and netizens keep their eyes open, can the praise and popularity be the same, and traffic and word-of-mouth take off.